Whether you are an established realtor or a new real estate agent, you need to let people know what you do and how you do it. You have news and messages to share with your audience. And email newsletters are a powerful and cost-effective channel that can help you better communicate, share, and get your points across. 

Moreover, sending out monthly real estate email newsletters can help keep your service on top of the mind with your prospective and existing clients. And this ultimately results in greater engagement rates.

According to the survey by Realestatebees.com, realtors saw a significant increase in open rates of emails amidst the pandemic than ever before.

However, despite the fact that overall engagement and open rates have increased considerably, the real estate industry still has stiff competition. So it'd be best to deploy some powerful techniques to help your company newsletter stand out.

Personalize Everything

A newsletter for real estate is more than just another email. It is an opportunity for you to add a personal touch. 

Usually, your email recipients haven't met you in person. This makes it essential to collect data and segregate your audience by their personas. 

Draft your newsletters in a way that makes the reader feel connected and engaged with what you have to offer. Tailor the emails to respective recipients by segmenting them based on location, lead source, first name, etc. 

Similarly, if you cater to different communities in a city, it'd be a good idea to cluster your emails by community or city events. This way, your real estate newsletter efforts can get better and prompt responses.

Measure And Track Performance/Results

Marketing strategies are often based on trial and error. Marketers try different tactics to see what works best for your business and subscribers. Sometimes the most straightforward messages can be impactful and work way better than more elaborate setups. 

It is crucial to measure the newsletter's effectiveness, performance, and results to see what works and what doesn't engage your audiences and convert them into leads. Also, you can leverage and set up a WordPress email subscription to augment your efforts.

As a realtor, you should track the following metrics closely:

• Click rate: It represents your audience's engagement with your message/content. Your recipients will only click if you provide them value and the message resonates with them. Click rate is a powerful indicator to learn more about what you should focus on.
• Open rate. The open rate of an email helps you gauge what kind of emails get you the highest available rates when you send out different emails to your contact list. That way, you can monitor what gets you desired results and impact. For example, if your subscribers find a specific email subject line more or less appealing. You can work to improve that.
• Deliverability rate. This is the ability to deliver emails to your subscribers' inboxes. It denotes what emails you send ends up in junk/spam. There could be many ins and outs for this, such as spammy subject lines, not adding an "unsubscribe" button, email comprises too many images, etc. Deliverability rates can help you figure out the actual reason. 

Choose An Appropriate Format

It is also vital to focus on the actual content that is the format (subject line, email length and style) of your newsletter email.

• Subject line. Draft an appealing subject line that reflects the content of your newsletter email. When done right, the subject line alone can help you increase click-through and open rates. Avoid using unusual words like "promotion" or "offer" that are often categorized as spam. 
• Email length. Keep it concise and to the point. It is vital to convey your message in approximately fewer than 100 words, except when you are providing additional value to the reader. 
• Style. Always draft your email newsletter in the first person. Your email content should demonstrate authenticity and credibility. Also, it's essential to keep your overall style personal and friendly while positioning your key points.

Use Compelling Images

As realtors, you must offer more than great descriptions of properties. Don't tell them but show them what sets your offers apart from others. This strategy can go a long way in maximizing your newsletter's effectiveness and open rates. 

It is imperative to center on the design and layout of your newsletter. You can visually appeal to your audience by using high-quality images and reinforcing your company's branding to drive engagement. 

Stunning images can help you grab your recipient's attention, making sure they retain information and click through to the linked page. 

However, don't be too salesy. Strike the right balance between text-based content and images to ensure that your image doesn't overshadow your email; otherwise, it could end up in the spam folder.

Wrapping Up

When creating real estate newsletters for your email marketing strategy, you must define the goal of each email and remember to measure your KPIs frequently. You can better gauge what's working well for you and what needs improvement.

Ultimately, creating great real estate newsletters is about helping your clients make informed decisions during their purchase journey.

The more informative and valuable your newsletters are, the higher are the chances that your prospective clients will reach out to you.