How To Use Electronic Newsletters to Promote a Real Estate Business

It is not necessary to already have a website or a blog to get involved with electronic newsletters. However, having a website and/or blog will help to support your electronic newsletter marketing. In addition. using an electronic newsletter will support your website and blog. Think of them as three legs to an online promotional stool. The stool works much better with all three... Each of the tools complements each other and provides a well rounded electronic approach to marketing.

Why Should a Realtor Use Electronic Newsletters?

There are many reasons that a Realtor may wish to include electronic newsletters in their marketing mix:

1. A newsletter may reach individuals not inclined to spend a lot of time searching the web and pouring over websites. In this day and age there are still many people who are not "web-centric". However, many of these people still have e-mail so using an electronic newsletter can help to reach them. An electronic newsletter also requires a minimal effort on the part of the recipient. Instead of the active process of surfing the web, the recipient simply has to open an e-mail that they receive.
2. An electronic newsletter can help to drive traffic to a Realtor's website and/or blog.
3. An electronic newsletter can help to increase the number of impressions that a Realtor makes. It is a generally accepted marketing rule that an individual must see a promotional message at least three or more times before they will actually internalize it and remember it. An electronic newsletter sent at regular intervals (monthly or quarterly) can help with the number of impressions an individual may have of the Realtor.
4. An electronic newsletter can also be printed and distributed in person, in the office, or through the mail.

Creating an Electronic Newsletter

There are two ways to go about creating a newsletter:

1. The Realtor can do it for themselves. This has the advantage of being the least expensive means of creating an electronic newsletter. It is, however, the most time consuming. If a Realtor elects to do it themselves, they will have to create, and maintain their mailing list (especially removing those people who "unsubscribe"). They will also have to be satisfied with sending simple text newsletters, or learn some web publishing skills to create a more professional looking newsletter.
2. The Realtor can use a newsletter service. The main disadvantage of this is that it will cost money. Typically, for a fairly low volume electronic newsletter (500 or fewer quarterly or monthly), the costs are not extravagant. The advantages of going with a service typically significantly outweigh the costs. These advantages include:
• Greatly simplified list management. The service typically handles bounce-backs (undelivered e-mails) as well as providing an automatic means for the recipient to unsubscribe. These services also provide code that can be added to the Realtor's website that allows visitors to sign-up for the electronic newsletter.
• Much more professional looking electronic newsletters. The services typically provide a simplified means for the Realtor to create great looking newsletters from templates without having to have any significant technical skills (beyond using a browser).
• Newsletter success tracking. Newsletter services also typically provide tracking information on the success of a mailing. They show statistics such as bounce-backs, unsubscribes, opens (the e-mail newsletter was opened), and click-throughs (clicking on links to content on the Realtor's web site). Success tracking also demonstrates why it is helpful for a realtor to have a website if they get involved with electronic newsletters.

Things to Consider

1. Electronic Newsletter/E-Mail Services. There are many electronic newsletter/electronic e-mail companies whose services are easy enough for non-technical individuals to use and still create excellent newsletters and results. A couple of the more well known are:
   
   • ConstantContact
   • Vertical Response

   Both provide extensive list management services. Both provide a templated way of creating professional looking newsletters. Both provide extensive campaign tracking statistics. Vertical Response is probably slightly less expensive for very low volume e-mail, while ConstantContact's templates are nicer looking and their wizard to create e-mails/newsletters is easier to use. Vertical response allows a free "test drive" while ConstantContact provides a free 60-day trial.

2. Newsletter Content. Similar to blogs, an electronic newsletter should be interesting and engaging. While it can (and should) include purely promotional elements, content should be more substantiative and not solely promotional. To capture users and have them eager to receive future newsletters there should be ample content that they find interesting and want to read.

   Promotional elements that a Realtor may wish to include in their newsletter may include:

   • Descriptions of their latest listings or sales
   • Brief descriptions of the services they offer (appraisals, buyer representation, seller representation, etc.)
   • Offers for a "free" appraisal or other "enticements"

   As a general rule of thumb, keep the sales pitches to half or less of the content. One big commercial will send readers straight to the unsubscribe button.

   Other potentially interesting content that a Realtor should consider including is similar to the content they include in their blog (if they have one):

   • Descriptions of unique historical houses
   • Descriptions of housing styles, especially those that are common within the communities they serve
   • Overviews of new construction and housing developments
   • Interesting local news, especially if it is related to real estate and housing
   • Information on local arts and entertainment events (plays, museum events, artist open houses, live music performances, etc.)

   Obviously, creating an engaging electronic newsletter will take some effort. It also requires some writing, so it is not for those who do not like to write.

3. A Word About Spam. The mailing list that a Realtor uses for their electronic newsletter should be confined to family and personal contacts, business contacts and associates, customers and prospects (this includes anyone who attends open houses etc.). The rule of thumb is that recipients are someone with whom the Realtor has a relationship, even if it is relatively loose. For all of these potential recipients, the newsletter may at first be unsolicited, but it is not spam.

   The Realtor should avoid obtaining blind lists or mailing to people who they do not know. That is spam and the minimum it can cause is that the e-mail service that they use may shut them down. There are also potential legal ramifications to spamming - so avoid the temptation to blast the world.

   A Realtor should also be careful to clearly identify themselves as the sender of the e-mail, and should not try to mislead recipients about the identity of the sender of the newsletter. They should also provide a means to unsubscribe. It they are using a service this will be done automatically (one of the advantages of using a service). If not, then they should provide directions in their newsletter on how to unsubscribe (typically telling them to reply with a message that says "unsubscribe"). Continuing to mail to someone who has requested that they be taken off of the mailing list is also spam.

An electronic newsletter can be a very powerful part of a Realtor's marketing efforts. When used in conjunction with a website, a blog, and other print advertising (mailings, newspaper ads, listings in real estate books etc.), a Realtor will have a comprehensive marketing approach and should be amply rewarded with prospects and business.