Your real estate newsletter needs a makeover. It needs one desperately. There’s only so many times that you can email your clients about the same property that has been on the market for the last three months. It’s time to move on to bigger and better things.
Simply put: you need to try out a diverse panoply of content. Remember, in today’s digital world, content is king.
Unsure where to begin? Are you out of ideas? Well, we’re here to help!
Here are five content tips to give your real estate newsletter a facelift:
1. How-to Posts to Help Buyers & Sellers
If you own and operate a real estate website, then you understand how important your blog really is. This is the place to go to find pertinent information, resources, and a myriad of other details to help you purchase a house, sell a condominium, and everything in between.
Chances are, the most popular type of blog post you have is a how-to article.
A how-to piece is one of the most popular forms of content on the Internet today. We’re always scouring the world wide web for how-to articles.
Have you written a couple? Great! Now it is time to include one in your real estate newsletter.
Here are a few tips to remember when constructing a how-to article:
- Make sure that it is at least 600 words in length.
- Add some photos and videos to your how-to post.
- Be sure that the paragraphs are short – nobody wants to read Anton Chekhov online.
- Write in a conversational tone; don’t behave as if you’re selling something.
- Try to be unique in your how-to; refrain from writing about something that has been done to death!
By incorporating these into your content marketing, you can boost your subscription rate.
2. Relevant News Articles to Update Consumers
Let’s be honest: if you’re in Toronto, Ottawa or Vancouver, then the real estate market is always in the news. Housing values are up, the government has introduced a new policy, and the Bank of Canada has raised interest rates.
Whatever the story is, you should compose a news article that is relevant. Once you have composed the piece, then you can share it with your newsletter subscribers.
As time goes by, your clients will realize that they can always learn something new each week.
3. An Interview with an Industry Expert
Want to entice readers? Interview an industry expert!
Real estate, home renovation, staging, contractors. Whoever the industry professional is, you have an opportunity to write an original piece of content that will intrigue your real estate newsletter readers.
These individuals should have experience, the acumen, accreditation, and the credentials to offer important advice to your clients. If they are just some average person, then it won’t help.
4. Spotlighting a Previous Client
Did a previous client just sell a home that was 20 percent over the asking price? Did a previous client sell a home in less than a week? Did a previous client sell a home that is quite old?
Whatever the case might be, one edition of your newsletter, or at least one section of it, should consist of a profile of client you recently worked with on selling or buying a home.
People like to learn about others’ experiences. It provides a sense of comfort. They appreciate knowing the fact that they are not the only ones going through a difficult time in the real estate market, whether they’re in the Greater Toronto and Hamilton Area or Northern Alberta.
5. Profiles of Unique Properties
Have you recently handled a very unique property? Have you learned of one in your city or elsewhere around the world? Well, why not share it with your subscribers?
A profile of interesting properties – a mansion that has had a dozen generations, a one-room home near the train tracks that sold for $1 million, or a haunted house that still attracts buyers – can certainly attract eyeballs to your content and overall weekly or monthly newsletter.
Remember, you don’t need to have had any personal involvement in the property. But if you came across an interesting story, then there is no reason why you shouldn’t share it.
A real estate newsletter with listings of new properties has been done to death. It is unoriginal, archaic, and downright boring. Most people won’t click on this type of newsletter.
On the other hand, if you had a newsletter that profiled previous clients, extended industry news, or spotlighted interesting properties from around the world, then it may intrigue people to click your email rather than hitting the trash button.
When you incorporate these measures into your arsenal of white-hat methods, you will inevitably see an uptick in click-through rates. The trend of deletion and abandonment will reverse.