Realty Times March 13, 2000

The Why And How Of E-mail Newsletters
by Joeann Fossland

Over the years, newsletters have become an integral part of a well-rounded marketing campaign. Sending out a monthly newsletter is a simple, yet effective way to build name recognition. By offering useful information and tips for buyers, sellers, and prospects, you show consumers that you are there to help them…that you care about their business. Have you changed from a hard-copy newsletter to an e-mail newsletter? At the very least, are you incorporating both while you build your e-mail databases?

E-mail newsletters are:

  • Cheap and environmentally smart
  • Quick and easy
  • Positions you as technologically savvy
  • Can be targeted more effectively

The two options: Pull vs. Push

Our traditional marketing with newsletters is the push model where it is sent out to the recipient. The Internet is all about the pull model. The client goes to what they want and pulls it down.

Pull: The Realty Times Real Estate Update e-newsletter you can sign up for here is one of the best products available. What a great service. On a recent brainstorming call I orchestrated on newsletters, several agents shared their success using these newsletters.

Your newsletter is actually your own web page, complete with attractive, colorful graphics. The monthly content by the nation's top real estate writers is posted on a page created just for you with your contact info and photo, and it is updated monthly. You send the e-mail to your database of contacts, and they click on the newsletter link and are transported to your newsletter page. You also get weekly reports to track the hits. Agents report that they are increasing their results with cross-marketing on their web sites, in their e-mail signature files, and in their homes’ magazine advertising.

Push: With this model, you create the content or use content from a source, or a combination of both, and then send as a broadcast e-mail to everyone in your e-mail database. Some important things to note when doing this: Some important things to note when doing this:

  • Content should be easy to receive: Avoid downloads, graphics, etc.
  • Short nuggets are best.

  • RESOURCE: Again, you can turn to Realty Times. The e-newsletter can be customized with your personal article, featured links, and more for $299.00 annually (just $25.00 a month). The company also offers a printable version. Use it for snail-mailings, handouts, or one-story e-mails. If you sign up for both newsletters, the total cost is $538.00 annually (10% off of the regular price!).

  • RESOURCE: To send in a format that anyone can read, download at http://www.hotsend.com a program that will have the reader see exactly what you send. (Also See: Hotsend Your Documents)

  • RESOURCE: For content that can be customized and a company that will manage the list for you Property Source is one option. Their newsletter is text-only and $35 per month.

    Ideas to build your e-mail database

    • Start by asking everyone for their e-mail address:
    • Add this to your open house registry info, to your initial contact information form.
    • Offer a contest in a direct mail piece that sends them to your website to register.
    • Make warm calls to your existing client base. If you don't reach them, leave a message explaining you are updating your files and wanted their e-mail address. They'll be calling you!

    It's time for action:

    What is your next step? Give yourself a weekly goal to gather e-mail addresses and include them in your database.

    RESOURCE: Eudora is available free at http://www.eudora.com. It's a great program.

    Start to send regularly to contacts, even if it is just a few monthly, especially the web contacts you get. They may take 12-18 months to convert, but you'll be the one they call if they have heard from you regularly! (Also See: Eudora Pro - For Free?)

    And lastly, a reminder: We are still in the people business. Don't expect this to replace the need for phone or personal contact. It is a tool to help you stay connected, but you must nurture the relationships with other contact to leverage and maximize your results.

    The best marketing is consistent, repetitive, and built with different media to complement and leverage the message and image.

    An e-mail newsletter is a must-have component for your 21st century marketing!


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