42 Engaging Real Estate Newsletter Ideas (with examples)
By Matthew Bushery
About Inbound Marketing
“Email newsletters, an old-school artifact of the web that was supposed to die along with dial-up connections, are not only still around, but very much on the march.” Those words from the late, renowned New York Times journalist David Carr from earlier in 2014 ring very true for many professionals, but especially real estate agents.
Email, in general, is a critical component to real estate marketing strategies. Newsletters, though, are a particular type of email marketing that allow agents to entertain, educate, and — most importantly — connect with their core audience.
Developing appealing real estate newsletter ideas that produce high email open rates and lots of traffic for your real estate website takes time and effort. The results of your labor, though, mean more leads consume and share your content (as long as you create attractive subject lines and a comprehensive recipient list, of course).
Below are 42 engaging real estate newsletter ideas that can help you start (or restart) your email marketing to inform and connect with leads. For further inspiration, we’ve provided 7 real world examples!
Real Estate Blog Posts
1) How-to Posts
Arguably the most obvious place to look for real estate newsletter ideas is your blog. Create how-to posts (e.g. “Homeowner Tips: How to Balance Your Finances”) and share a few of them via email. Include images and short descriptions for each post included.
2) Evergreen Content
Reviews of home products, home buying advice columns, explanatory posts (e.g. “What First-Time Homebuyer Credits Exist?”) — evergreen articles like these are great to share with your audience (particularly early-stage leads just beginning the home search).
3) Educational Guides
Do you have any long-form content, like ebooks or reports, that can educate your real estate leads on topics related to buying and selling? Provide email recipients a sneak peek of your content in email, and provide a link back to your real estate website where they can download the rest of it.
4) Newsjack Articles
There’s always real estate industry news that consumers want to know. For instance, many people want to read up on local housing market trends. Find out what those on your email list want to read and provide them short synopses through newsjack blog posts.
5) Curated Posts
Similar to newsjack posts are curated articles. Instead of chiming in with your own analysis of industry news or other subjects, find out what other trusted and reputable resources (like well-known bloggers, pundits, or publications) have to say, and share summaries of their views in your real estate newsletter content.
6) Business Updates
Keep your audience updated on the latest goings-on with your business. Did you recently open a new office? Are you planning to expand your company? Any tidbits about your professional life can give your real estate leads more insight into your success and growth as an agent.
7) Interview Pieces
Have you interviewed local experts, industry authorities, or some other prominent figure for your blog? Include a few of these articles in your real estate newsletter. Highlight the topics you discussed with each interviewee and include background information on each person so readers know who they are and why you spoke with them.
8) Guest Posts
Sometimes, other experts can provide you with all the real estate newsletter content you need. Commission guest posts for your blog and put snippets — especially ones covering relevant or timely topics, like the state of the local real estate market — in your newsletter.
Housing, Mortgage, and Finance News
9) New Government Initiatives for Buyers
To help aspiring homeowners achieve their dreams, the federal government continues to roll out new programs and initiatives to help. Highlight the latest ones applicable to your audience in your real estate email newsletter, and provide your own two cents on each measure the government announces.
10) Home Sale, Price, and Value Reports
Tracking the latest housing market statistics is vital for hopeful buyers and sellers. Compile data from resources that release housing stats regularly (like the National Association of Realtors, CoreLogic, RealtyTrac, and the Federal Housing Finance Agency) and incorporate the most pertinent ones in your real estate newsletter.
11) Housing Affordability Studies
Aside from balancing their budgets to determine if homeownership is feasible, many prospective buyers want to read about home affordability in the areas where they intend to conduct their home search. Identify any reports specific to your town, city, county, or state for inclusion in your newsletter.
12) Mortgage Application and Rate Reports
You can’t purchase a property these days without a loan (well, that’s the case for 99% of folks, at least). Keep your real estate leads in the loop regarding mortgage rates and application news. If rates are low (which they’ve been for a while now), include that angle in your real estate newsletter title.
13) Consumer Sentiment Surveys
The Bloomberg Consumer Comfort Index and the University of Michigan Consumer Sentiment Index are two premier reports that provide detailed analysis of the state of the nation’s economy. Real estate newsletter content like this is a valuable resource for leads who want to keep abreast about the country’s financial situation (something many people are keeping a close eye on these days, for obvious reasons).
14) Updates on Foreclosure and Short Sale Markets
For agents who work in markets with lots of distressed properties, including foreclosures, write about these residences: how many there are in the area, what the average sales prices are for them, and any other relevant information your audience would find useful.
15) Unemployment, Income, and Job Creation Reports
Most consumers select where they move based on the local jobs situation. Find out what analysts have to say about the state of your local market in terms of unemployment, job creation, and income for different job types. Highlight the most positive information from these reports in your real estate newsletter.
Local Housing Market Highlights and Info
16) Interesting Properties in Your Market
Whether they’re your own real estate listings or just noteworthy homes (like a celebrity-owned residence or one with a funky aesthetic), use your real estate newsletter service as a way to pique leads’ interest. If you want to get them back to your real estate website, write blog posts about properties like these and share those posts via email.
17) Local Real Estate Reports
You’ll likely find these from your town, city council, or county records office websites. Note trends in home values, sales, list prices, and construction. This type of real estate newsletter content is optimal for pointing out burgeoning neighborhoods in your market where you think buyers should investigate homes for sale.
18) Income Tax Information for Local Homeowners
No one likes to pay it, but buyers need to know about tax information before they start hunting for homes. This info can live on a single page on your real estate website and be updated regularly. When you update it, include the most recent data in your real estate email newsletter.
19) Testimonials of Clients Who Bought in Your Market
What better way to convince your real estate leads to sign on with you than to show off your happy clientele? Interview some of your former clients and provide email recipients information on how your buyers like living in their new home. If they happen to mention how great you are, well … throw that in the real estate newsletter, too.
Home Loan and General Finance Advice
20) Tips to Save for a Home Purchase
Research the most common money-saving methods used by consumers to save for their home purchase and include a few in each of your real estate email newsletters. Sites like CNN Money and MintLife offer a plethora of financial advice for consumers, so look for ideas and inspiration from these resources. If you can, though, find specific examples of buyers who swear by cash-conserving tactics (perhaps your own clients).
21) Advice on Whether to Buy or Rent
Not all of your clients may be ready to take the plunge into homeownership. In fact, many may continue leasing for the long term. Offer real estate newsletter content like the pros and cons of homeownership and renting, and how your leads can figure out what’s best for them given their own financial situation.
22) Home Insurance Advice and Info on Providers
Homeowner’s insurance can prove confusing for first-time buyers. List tips for these consumers so they can select the right insurer. Also, counsel your email audience on how to reduce insurance costs (e.g. pay a higher deductible, get home and auto insurance under one carrier).
23) Tax Breaks and Incentives for Homeowners
Similarly, advise your real estate leads on what programs exist that can provide them with tax breaks or incentives. Even if these initiatives only give homeowners minimal savings in the grand scheme of things, you’re still proving helpful by sharing the little-known information in your monthly real estate newsletter.
24) How to Refinance a Mortgage
Get advice from lenders on refinancing that you can share in your real estate email newsletter. You can also glean insights from former clients about how (and when) they refinanced their home loans and what costs homeowners can expect during the refinancing process.
25) What’s Needed for Home Loan Pre-Qualification
Tight credit standards and poor personal finances have kept hundreds of thousands of consumers from entering homeownership. If you educate your leads on what it takes to become pre-qualified for a mortgage, they’ll be better prepared to make the move from renters to buyers (and have an idea of who to call to help in their home search — hint, hint).
Homeownership Tips and Tricks
26) A Guide to Home Renovation
You don’t need to be Bob Vila to help out consumers with their home renovations and add-ons. All it takes is knowing the right resources to use and people to speak with to learn the ins and outs of home projects. Find a local contractor to disseminate their knowledge in your real estate agent newsletter. Or, if you have experience with home renovation, offer your own tips.
27) How to Find and Hire Contractors
Point out useful websites where homeowners can find, research, and ultimately hire contractors and other professionals to conduct home projects. Some of the most popular sites to pinpoint established, dependable pros and companies to hire include Houzz and Angie’s List, so instruct your real estate newsletter recipients how to navigate these sites and find the right pro to work with.
28) The Basics of Home Maintenance
From cleaning the gutters, to mowing the lawn, there are seemingly endless home tasks you can teach homeowners how to perform. These may seem like beyond-easy basics, but you’d be surprised how little some prospective and first-time homeowners know about home care. Turn to resources like HGTV and HouseLogic for ideas.
29) Safeproofing a Home for Children and Pets
Home safety plays a pivotal role in buyers’ decision-making. They need to be 110% certain any residence they consider purchasing is safe and secure for their young ones and pets. Teach your real estate leads the best methods for safeproofing homes and making their properties kid- and pet-friendly.
30) The Ultimate Homeowner Checklist
Checklists are an easy and fun piece of real estate newsletter content you can create in minutes. Just think about all of the common things you take care of at your own home and advise your recipients on keeping every corner of their homes in tip-top shape. Cover the nitty-gritty (e.g. fixing plumbing and electrical issues) to the simpler tasks (e.g. vacuuming, sweeping, and mopping the floors).
Info on Local Events, Businesses, and People
31) New and Popular Restaurants
Tell anyone about a hip, trendy eatery that just arrived to the neighborhood and their ears will pop up. Think about what the new “it” restaurants are in your area. Even include some old favorites and hot spots that locals may not know about. Yelp and TripAdvisor can inform you of the best dining spots in your community, in case you’re not an avid foodie.
32) The Hottest Retail Stores
In the same vein as restaurants, curate a list of the best retail options in your market. Make it unique by including small businesses instead of just chain stores (unless, of course, stores like Old Navy or Kohl’s are the only ones for miles). Consider speaking with local store owners to develop new contacts and build community relationships and feature them in your newsletter.
33) Community Festivals and Parades
List all of the most popular community gatherings, like festivals, parades, and holiday celebrations, and detail what locals can expect to experience at each event. For this real estate newsletter content, photos and videos of these affairs (think kids playing games, bands playing, and other enjoyable entertainment) can make your email more effective.
34) Niche Group Meetups
Becoming a part of the local community is a chief priority for most homeowners. Help them accomplish this by supplying key information about niche groups nearby. These can range from book clubs and a capella acts to charitable organizations and recreational groups. Visit your municipal website to determine what groups exist.
35) Promote Local Recreational Groups and Get-Togethers
Improve your real estate marketing by promoting the events and groups in your area. The goodwill you create by mentioning them in a positive light in your real estate newsletter is significant. Ask groups what they cover in their meetups and those running local events what they’d like to share about their gatherings.
36) Highlight Notable Community Members
Every community has local business and civic leaders. Figure out who your town is talking about and request to speak with them for your newsletter. Perhaps it’s a local firefighter or police officer, or maybe a town official or business executive.
How-To Guides for Buying and Selling
37) How to Start the Search for a New Home
Create a real estate marketing newsletter series in which you discuss different ideas for prospective homeowners regarding the home search. One newsletter could detail how to filter real estate website searches to identify worthwhile options. Another email could focus on how to narrow down your options.
38) Apps and Resources to Help in the Home Search
Just as there are many helpful apps to aid real estate agents, there are just as many that can assist buyers. Search online for the cream-of-the-crop resources that can make their lives much easier. Sites like 148apps and AppAdvice can give you info on which apps work wonders for consumers. Of course, if you want to be able to vividly explain an app’s user experience and functionality, download some of the top options yourself.
39) Determining a Listing Price
Every seller wants to get the most money for their property. Figuring out the perfect price so a residence sells quickly and for the right price requires some research. Use your real estate newsletter as an opportunity to spell out everything that goes into pricing a home for sale. Hopefully, providing these factors will make sellers recognize all of the hard work agents like you do when representing them.
40) Transitional Tips for Moving Families
Taking children and the family dog to a new home can be challenging for parents. Help them with the transition by offering sound advice on involving kids and keeping them happy during the process. Discover common strategies recommended by professionals, like psychologists, that moms and dads can use to calm their kids on and after moving day.
41) How to Find the Right Moving Company
Everyone has had at least one bad moving experience in their lives. Share one you had to relate to your audience, and then offer up tips and resources to make their move as easy as possible. Use the aforementioned Angie’s List along with Consumer Affairs and the Better Business Bureau to impart your real estate newsletter recipients with plenty of highly reviewed options.
42) Advice for Long-Distance Moves
Moving 20 minutes or even an hour away is one thing. Heading across state lines and the country is another. Find out what people who have actually moved several hundred miles away have to say about their endeavors and curate a list of the best advice they provide to your real estate leads.
Learn how to get started with your drip real estate email marketing in our explanatory webinar.
7 Real Estate Newsletters to Inspire Your Email Campaigns
The real estate newsletter that you email to your website visitors and folks in your sphere of influence does two important things:
- It puts you in front of warm leads
- It keeps you in touch with people who are not quite ready to buy or sell yet
Blog posts, new listings, community updates, market stats, and testimonials: These are just a few examples of content you can and should share in your real estate newsletter. Doing so will help you boost the amount of clicks back to your website.
Get inspiration for your newsletter series — and learn how to play the long nurture game with your leads — by checking out the seven expert examples below.
(Note: We know there are a million agents and brokers nationwide with almost as many real estate newsletters combined. So, if you don’t get creative ideas from these examples, start following other industry pros whose marketing you enjoy — and share those great examples in the comments section at the end of the article!).
1) Corinne Bernard
Marketers often use newsletters to share a roundup of links to their latest few blog posts.
Another ideal way to showcase articles in your real estate newsletter, though, is to use Bernard’s format here: essentially featuring an entire entry in the email itself.
You definitely want your email list to click on blog post links included in your real estate newsletters so you get them on your site — where you have the highest likelihood of converting them into clients.
But thanks to the Century 21 agent’s calls to action (offering recipients the chance to refer a friend, search listings, or download a housing report), Bernard has plenty of other opportunities to generate click-throughs and calls.
2) Charity Adams
There is no perfect amount of copy to incorporate into your real estate newsletters. The optimal length will vary from agent to agent.
But one thing to consider when crafting your emails is how you balance the amount of copy with visual elements.
In the case of this agency newsletter from M Realty’s Charity Adams, she decided to provide brief explainers of her primary website content she promotes, then offers some bonus CTAs to other site pages.
That way, Adams has the opportunity to test out which avenue is better for her newsletter: more copy and less visuals, or vice versa.
3) Blue Elephant Realty
Some email marketing experts might say there’s too much going on in this email.
After all, it features a dozen-plus links. This length could cause recipients’ attention to drift halfway through the message.
On the other hand, the more links you feature in your real estate newsletters, the more chances you have to get your contacts and leads to check out your website.
Experimenting with email structures like this one from Blue Elephant Realty is how you’ll find what works for your business.
4) Danielle Wiedemann, Sotheby’s International Realty
Whereas the Blue Elephant team promotes several listings in its real estate newsletter, this Sotheby’s agent takes a different tact.
Instead, Wiedemann promotes just a single listing, with the hopes the Central Park condo in question will be enticing enough to get her recipients to click through to her website.
Some of the specs associated with the property along with info regarding the open house and some brief explanatory copy are all that’s needed to make this home one that her buyer/renter leads can’t help but want to learn more about.
5) Chris McGuire
You can be both salesy and non-promotional in the same newsletter.
Just ask Chris McGuire, who features a few listings about to hit the local market – and balances them with information about a future charitable event and housing market trends.
Mixed-messaging a real estate newsletter like this affords you the chance to share your local market expertise — which can further build your trust with your prospects — while also prompting readers to engage with your brand online.
6) Smith & Berg
This high-end Southern California firm is in the enviable position: It has a digital magazine to promote in a real estate newsletter.
Even if Smith & Berg didn’t have this publication, the listings spotlighted and tips and tricks featured are more than enough to appeal to those who open the email.
Notice the bold title atop the email, along with equally prominent headers and calls to action throughout the email.
It’s this attention to visual detail that can make your real estate newsletters stand out from the boring variety: those that feature solely text in plain font, with zero images or videos.
7) Ellen, Janis, and Josh Real Estate Team
Sometimes, the best way to connect (or reconnect) with someone online is to meet them offline!
In the case of this particular holiday message, the EJJ crew offers past clients a chance to join the team for a special event.
While you need to nurture your top prospects in the hopes of earning their business, don’t forget to continue nurturing previous customers as well.
After all, if they enjoyed your services the first time around — and attend events like this — you could very well earn their business again down the line, or start generating a steady stream of referrals.
Learn how to build your real estate email list in our contacts database guide for REALTORS®:
Published on May 16, 2019
Written by Matthew Bushery
I'm the Sr. Content Creator for Placester, where I educate real estate professionals about modern marketing and, in turn, help agents and brokers make the most of their online presence, earn more traffic, and generate more leads and business.