How to structure engaging Real Estate newsletters your clients want to read

Are you wondering how to write an effective newsletters as a real estate agent? If so, you’ve come to the right place! First, I’ll explain why weekly real estate newsletters are so important. Then, I’ll tell you exactly how to structure an effective newsletter. Yep, I’m going to share the exact format I use to connect with buyers, sellers, homeowners and other agents. You’ll be able to download the exact format and template I use to send out weekly emails to connect with, build community and increase intimacy with my list of email subscribers. Let’s get started.

Why Real Estate Weekly newsletters are so important

First things first, you should look at your weekly newsletter as a chance for your subscribers to get to know you on a more intimate level. When people go to your real estate website, they are starting to check you out. They’ll look at your agent bio to learn more about your background and what you specialize in. And once people feel comfortable with your knowledge, they’ll want to get to know about you on a more personal level. They probably aren’t ready to actually buy or sell, but they’d like to keep you on their radar, and possibly learn a thing or two in the meantime. The potential client will enter their name and email address into your opt-in form, grab a freebie and start to follow you on social media. If you handle this phase right, you’ll build a relationship with them, and you’ll be the first person they call once they ARE ready to buy or sell. And surprise, you might even find potential clients will also start to recommend you even if they’ve never used your services. Just because they feel comfortable with who you are based on your emails.

Real Estate Newsletter Template

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So how do you build this level of trust? You share your personality and knowledge with the readers on your email list. Please don’t send out the typical “here’s your market report” emails to your list! You have to admit those are kind of boring. I mean, they don’t really build a connection between you and your ideal client. You need to share topics that will be so chock full of knowledge that the reader will find them valuable. You want to share so much of yourself that the reader will really connect with who you are as a person.

Real Estate Weekly newsletter set up

Have you actually tried to write a real estate newsletter to your clients? Unless you’ve taken a course that walks you through building relationships through emails, you’re probably doing it wrong. I offer additional tips on my post 6 tips to help you write engaging newsletters to your real estate database, but here’s the structure I follow:

Opening – your opening should be at least a few paragraphs, but not like you learned in grade school. Your paragraphs should be no more than 2 sentences, 3 max. You need to think how most people check non-work mail these days…on their smart phones. Anything longer than 3 sentences will seem TOO long and loose your readers interest. Your intro should be a personal story, something interesting that happened to you this week. Anything that you feel comfortable sharing with your readers will do. Just ensure that whatever story you choose should connect with the message that you’re going to convey next.
The main point – or as I like to call it, your “value message”. This is what the entire letter is all about. What are you going to do to bring value to your readers life? You can teach, share practical knowledge, motivate, give reliable advice, or challenge them, but whatever you decide to do, you’ll do it here.
Have them take action – to wrap things up, you can ask a prompting question like “what does this mean for you?” or tell your reader “this is what I’d like you to do this week”. You want your reader to have a take away. Other examples would be “forward this email to a friend that could use this information” or “maybe it’s time to clean up your credit report so you don’t run into the same issues”.
Saying goodbye – I always end my emails with my branded signature picture. You could do the same. I also recommend adding the best ways to connect with you. This can include your digital business card that includes your phone number, email address, website and social media accounts. Never assume that someone knows how to find you just because they have your email (remember, sometimes you’ll ask your current readers to forward the email).

Real Estate Newsletter Template

Sign up below for a FREE worksheet to help you write an engaging newsletter to connect with past, current and future clients.

DOWNLOAD NOW

You can also “say goodbye” by adding a P.S. to the end. Take this time to rehash your main points – your value message and what you’d like your reader to take away.