Realtors, Here Are 3 Reasons Why You Should Care About E-newsletter Marketing

Realtors, Here Are 3 Reasons Why You Should Care About E-newsletter Marketing

This is Part 1 of a 2-part series on e-newsletter marketing for realtors.

Realtors, Here Are 3 Reasons Why You Should Care About E-newsletter Marketing

This is Part 1 of a 2-part series on e-newsletter marketing for realtors.

Figuring out the ‘why’ behind any concept is often crucial to understanding the ‘how.’ And when it comes to building a real estate e-newsletter list, that couldn’t be more accurate!

Before considering the variety of tactics involved with building up a quality list as a realtor (we’ll tackle this topic in another post), it’s important to get to the heart of why that newsletter list is so valuable to an agent’s business in the first place.

1. Keeping Things Connected

Social media channels do a great job of promoting a real estate agent’s services, but we’ve also seen how effective they can be when it comes to building relationships. A newsletter works as a similar marketing tool, keeping customers connected to the happenings of your business through more direct messaging.

Consistently sending a letter out every few weeks reminds current clients – and prospective ones – that your services are around and available. And with that content sitting in their email inbox (a space that gets checked multiple times throughout a day) your visibility factor has the potential to reach even higher than that of Instagram or Facebook.

2. Let’s Talk About That Engagement Though…

When someone allows your email into their inbox, you’ve basically been granted access to them on a more personal level than what any social network could offer. You’re inside. Their inbox.

By opting into your list, they’ve already expressed interest in reading your content (so make sure it’s good). But beyond that, marketers often get excited about e-newsletter marketing because the engagement rates often much higher than that of social media posts or even blog content (we’re talking open rates, click rates, and driving traffic to your website). Higher engagement = more eyeballs to your website.

3. Selling Without Pressure

A study conducted by The Nielsen Norman Group claimed that “users have highly emotional reactions to newsletters” – translation? Providing valuable content in yours (think: property photos, up-to-date stats, engaging community pieces, etc.) is a must! A newsletter that says nothing leads to cancelled subscriptions which, in turn, leads to fewer potential clients.

Quality content that keeps your base engaged is key and while ROI may sometimes seem low, you never know who’s reading or what their needs in the future will be. A longtime subscriber can easily turn into a great lead!

And that’s really the whole point of putting together a newsletter in the first place. The low pressure environment of an email exchange (clients are never forced to interact) makes people feel more comfortable, but the opportunity to sell is still there. So, putting extra effort in from the beginning is absolutely worth it, especially if you want to see real world results.

Getting Started

You know why you need an e-newsletter list, but knowing where to begin the process of creating one can feel overwhelming!

Full-service email newsletter providers like Mailchimp and Aweber are great places to get started – both offer beautiful templates that you can use to plug in your original content. Plus, they take care of all the techy subscription process details so that you never have to think about it. But perhaps the best reason to check them out: their services are totally free (up to a certain amount of subscribers, of course).


Part 2 will focus on HOW to build a healthy newsletter list. Stay tuned!

 

 

 

Photo Credit: People, Places, Culture – N. Delbrück Fotografie via Compfight cc

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