We work with a lot of our clients on real estate marketing and specifically their real estate newsletters. There are some basic truths about newsletters like open rates, content, and click through rates that many Realtors either don’t know about or focus on. Today is the day! You are reading this and we are going to talk about all those things and more (like what to put in those newsletters!)
Real Estate Newsletters Open Rates
Let’s just jump right in! According to this MailChimp Email Survey, a good open rate (how many you sent out compared to how many people actually opened your email and looked at it) for real estate is 37.2%.
Some things that will effect your open rate include whether they recognize your “from” name, your subject line and, let’s face it, whether they are looking to actually buy or sell a house at this particular moment. I know that as a consumer, I am hyper focused on the car industry, consumer reports and more when I am getting ready to buy a car, but one second after I sign on the dotted line my interest drops to zero for about the next ten years. Buying or selling a house is like that for most people, keep that in mind!
Real Estate Newsletters – Subject Lines
I read a real estate investing newsletter a couple of times a month because the author has AMAZING email subject lines. I am not generally interested in real estate investing but his subject lines compel me to HAVE to know what is going on in there! Bryan Ellis is included in our 100 Great Subject Lines Post
So, imagine you are sitting at your desk with your todo list of about a gagillion things and an email from your favorite accountant pops up. It says Rich Cantor’s Newsletter for May. Now, you may like your accountant A LOT and you may really intend to get back to it later and read it…but you get busy and it schooches down so you don’t see it anymore.
Now imagine you are sitting there, at your desk, gagillion things to do and an email from your accountant comes in titled, “Holy cow, we saved this guy a thousand bucks on his taxes and didn’t want to forget to tell you about it!”…do you think you would be inclined to open it?
This works because you have met your accountant, worked with him, know, like and trust him – much the way your clients feel about you! You can get a little creative and make it all about them so they are more likely to open it and read it!
What To Write About In Your Real Estate Newsletters
Okay, I KNOW this is all you wanted, but like brocolli, go back up and read the stuff that is good for you and will make a difference in the long haul!
Hottest new homes on the market
- Builders models
- New listings
- Back on the markets
Numbers for the market (if you could niche down to their neighborhood – even better!)
- Number of homes listed
- Number of homes sold
- Absorption rate
- Average number of beds or baths
- Most expensive home sold
- Least expensive home sold
- Weirdest home sold
National real estate news
- News of the weird
- Celebrity home sales
- Most expensive home in the country sold
- Videos from celebrity Realtors like Barbara Corcoran
- Interesting homes from around the country
Case studies
- Your best buyer or seller story this month
- Worst all time buyer or seller ever
- How working with your preferred lender made all the difference
- Worst staged home (with pictures)
- Best staged home
- Open house success stories
How to articles (just a sampling..there are LOADS of these out there!)
- How to handle it when your offer is rejected
- How to make a list of what you want in your next house
- How to stage your home to sell
- What changes you should avoid so you can sell later
- The remodeling projects that will get you the best returns
Home decor
- What paint colors are in or out for interior or exterior
- Traditional or modern chandelier
- Does laminate decrease the value of your home
- Should you have carpet in the kitchen or bath?
- Lighting tips and tricks to make your home, well homier
Yard Tips
- How to have a lawn that will make the homeowners association happy
- What are the hardiest trees for our climate
- Interview with a master gardener, the 5 tips for a beautiful landscape
- Who should mow the lawn? Mom, Dad, kids – a survey
- Who does what around the house? – a survey
Okay, I will keep adding to this list of real estate marketing…what should you send in your email newsletter tips and please feel free to leave a comment below if you have any additional ideas (DO NOT suggest recipes….you are a Realtor for heaven’s sake, not a cook!)