Whether you’re a new real estate agent or an experienced realtor, email newsletters are a powerful tool for sharing news and staying in touch with clients. In fact, email marketing has become even more effective with the rise in engagement rates during the pandemic. But in such a competitive industry, how can you ensure that your real estate newsletters make an impact? Here are 11 tips and examples to help you create standout newsletters that drive sales.
1. Personalize. Always.
A real estate newsletter should feel personal and tailored to your readers. Use language that makes them feel like you're speaking directly to them. Personalize subject lines by including the recipient's name or location. Segment your readers based on their interests, engagement levels, or location to deliver more relevant content. Personalization builds trust and increases engagement.
Personalized real estate newsletter from Zillow. Source: ReallyGoodEmails
2. Optimize for deliverability.
To ensure your newsletters reach the inbox and avoid being marked as spam, optimize for deliverability. Regularly remove unengaged subscribers from your list, use permission-based email marketing, and provide an easy way to unsubscribe. Avoid using large images or too many images in your emails. Warm up your list with a welcome email and authenticate your domain.
Confirmation email from Compass
3. Use a hierarchy for readability.
Well-designed emails with engaging images and a clear hierarchy improve readability and retention. Use visual hierarchy techniques like the inverted pyramid, the Gutenberg diagram, or the Z pattern to structure your content. Break up content with white space for improved readability.
Example of a real estate newsletter designed according to the inverted pyramid layout. Source: ReallyGoodEmails
4. Fulfill the promise.
Your newsletters should deliver on the promises made in your ads, landing pages, or direct mail. Provide valuable content, insights, and useful information to build trust with your subscribers. Avoid bait-and-switch tactics.
Well-designed welcome email from Compass
5. Get creative with dynamic content.
Tailored email campaigns that include engaging interactive content like surveys, videos, or dynamically created content blocks based on customer behavior can significantly improve engagement. Consider using tools that integrate with your email marketing software to personalize your emails.
Example of dynamic content in a real estate newsletter. Source: Joshua Anderson (Behance)
6. Highlight your branding.
Consistent branding across emails, ads, and your website helps prospects recognize and remember your brand. Use larger objects, like your logo, to draw attention to your branding. Leverage the familiarity principle to build your client base.
Real estate newsletter template from GetResponse
7. Don’t overwhelm with options.
To increase click-through rates, limit your newsletter to one primary call to action. This focuses your audience's attention on your main offer. If you want to promote multiple offers, use visual hierarchy to emphasize the primary offer.
Real estate email from Smith and Berg
8. Make it all about them.
Tailor your content to specific stages of the purchase cycle or specific situations your clients may be in. Research your customer persona's demographics, goals, interests, and behaviors to create personalized and engaging emails.
Email targeting couples about to tie the knot from Wilkinson ERA Realty
9. Use great images.
Include visually stunning images that grab attention and enhance the impact of your newsletter. Balance images with text content and ensure your hero image stands out without overwhelming the email.
Email invitation for the opening of an Atlanta arm of a luxury real estate group
10. Be exciting.
Think beyond the usual content and find ways to excite and engage your readers. Use interactive elements like surveys or competitions, organize events, or share interesting content like recipes or travel experiences. Get creative and make your newsletters stand out.
Celebratory email from Zillow. Source: ReallyGoodEmails
11. Get creative with colors.
Use colors strategically to draw attention to your message. Avoid using too many colors and strive for simplicity. Simplicity can be achieved by using a couple of colors as the foundation of your message.
Newsletter example from OpenAgent. Source: ReallyGoodEmails
In 2023 and beyond, email newsletters will continue to be a vital communication tool for real estate professionals. By following these tips and examples, you can design newsletters that not only deliver valuable content but also stand out in a crowded market. Make your real estate newsletters a key part of your marketing strategy and drive sales with engaging and personalized emails.
