Agents across the nation are claiming results beyond their expectations with the Real Times Real Estate Update, an electronic newsletter designed to educate and entertain real estate consumers. But, like any business enhancement tool, the newsletter is only as successful as the efforts put forth by the agents. Agents who distribute the letter via hundreds of emails or post their newsletter on their Web sites have the most response, and they are using the results to improve their online service to their clients and to prospect for new business.

The Real Estate Update has thousands of agent subscribers who email the monthly newsletters to as few as a handful to as many as thousands monthly. Many agents opt for the printable version for a small yearly fee, so that clients without email technology can enjoy the articles and information. Agents report that the newsletter saves them time, money and helps them attract prospects.

David VanDermyden a Folsom, California REALTOR® does all his business over the Web. Among the first agents to sign up for the newsletter service in December 1998, VanDermyden sends the Update to about 1,800 contacts every month. The responses he has received have helped him better understand and redirect his efforts on the Web to include more information geared for sellers as well as buyers.

"I have never acquired clients in any medium as easily as the Internet," says VanDermyden. "A lot of people ask for information as much as a year or two out, and we have a system that sends them updated information, and the newsletter is a great tool for that."

VanDermyden uses Gold Mine contact management software to tailor the addresses and personalize the email automatically. "Our system captures their email address and creates a new contact file in our system, and then the Gold Mine will send out two automated initial emails which introduces the newsletter, and an email that acknowledges that they visited the site.

He says, "We have received 50 to 75 emails complimenting the April newsletter. I send it to vendors and three have called me and told me they are ready to buy a house. From the May newsletter, we had one client who has been in the database for over a year and they said they are coming to the area.

"Typically a buyer goes to the Web first, but sellers don't. We are trying to change that," says VanDermyden. "Most web sites or content seems to be for buyers, with relocation reports, listings, job sites, etc. People wanting to list have a different attitude how they go about looking for an agent."

"Web shoppers tend to be out of the area, but we are finding that about 30% of our buyers are from the local area. People to the Web to learn about a new area. Local people will drive and look at neighborhoods, or rely on a friend to recommend an agent. There is a definite pattern," explains VanDermyden.

VanDermyden maintains multiple Internet sites on which he also posts the newsletter to attract new business. He says that search engine placement is key, then establishing a dialog is next. "The newsletter engages the prospect in an email conversation, making it easier to establish a relationship."

Dallas REALTOR® Sharon Marsh mails out about 550 newsletters each month. Like VanDermyden, Marsh is using the newsletter as a bonding tool. She has noticed a trend of three types of responses:

"The majority is long-range, where I'll get an email or phone call saying the prospect has enjoyed receiving the newsletter and is now ready to talk about buying and/or selling a home," says Marsh. "The next group is those who respond to receiving the first newsletter by immediately identifying their buying or selling needs."

"Lastly, I've found the newsletter a convenient "no-fuss" way to keep building rapport with relocators. Usually, because it's month's between the time they first contact me and are mailed their relocation package until the time I actually meet them, it's very important that we bond," explains Marsh. "Emailing them the newsletter and following up on any questions they have about any of the articles helps them to become acclimated to the way I do business, to the process of buying a home in North Texas and reinforces their loyalty-level to me as their exclusive buyer's agent."

Marsh says that she has two relocating families coming into Dallas for their first visits. One is a couple moving from Pasadena, California and has been pre-approved in the $350K range. The other is moving from Seattle and has been pre-approved up to $500K. "Both of them first contacted me several months ago and have been receiving the newsletter since," says Marsh.

She says she has devised a method which enables the regular recipients of the newsletter to refer it to their friends for subscription.

With over 400 newsletters emailed per month, West Palm Beach RealtorTim KinzlerHe also enjoys the novelty of the newsletter. "Many tell me that this is the first email newsletter they have ever received."

Kinzler's most recent mailing generated a lead to convert a tenant into a buyer, he says. The tenant thanked him for sending the newsletter, asked him about possible purchases and Kinzler responded with a packet of information.

While many agents are sending far fewer monthly newsletters, their results are no less impressive. One agent, according to publisher Jody Lane, wrote that he had received a $250,000 listing as a direct result of sending out the newsletter.

At the very least, the newsletter is a convenient and inexpensive (free) means to keep in contact with hundreds of people. At the most, it is a easy way to initiate a real estate transaction.

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Published: May 12, 1999

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