Now open your inbox. Take a look. Go ahead.
Chances are it is overwhelming. A wall of unread messages, combined with some who have been there who have been marked “read”, but still wait until you have enough time and attention to actually deal with it.
There are probably a few “urgent” from customers of customers to which you absolutely have to respond. A set of semi-important that you can later mark (and hopefully actually return).
But there are many e -mails that you can select and delete mass. Nice! It feels productive, right? Then you look up and see that three more e-mails have landed in your inbox, and you are actually stuck in a losing game of digital whack-a-mole.
Keep that feeling in mind when you think of your newsletter that lands in someone else’s inbox. Because your prospects, customers, sphere of influence and any other person who somehow ended up on your e -mill list, fight the same battle as you.
If your newsletter is anything but fun and easy to read, you almost send them a mole to hit their garbage can immediately.
Newsletters are still a powerful tool – if you use them well
Despite the fact that people make their finger float over the removal button, e -mail newsletters are one of the best ways for agents to stay at the top of the mind without publishing a fortune.
Social media are certainly a great option for cheap (or not even costs) marketing. But unlike social messages, which can easily disappear into an never-ending diet of dancing dogs and political roots, if they even regularly check social media, an e-mail places your name in the front and in a space that your audience probably checks daily.
You have more control over getting your name and some information for them on a consistent basis. (Well, as long as you are consistent in writing and sending a …)
Just seeing your name and a subject line every week will have some long-term advantage, as a reminder that you are an agent and contact them who keeps many agents not Do – even if they don’t open your e -mail.
It is clear that it is a lot better for you (and them) If you make a newsletter, they look forward to opening and reading. Well done, it is an opportunity not to show that you are experts and what useful information transmits, it is an opportunity to entertain and amuses them.
But most agents who send newsletters place much more emphasis on the word ‘news’ than they entertain it. They send market information about recently sold houses. New lists. The latest mortgage interest. If they are really striving, they will write an article on the local real estate market.
And at first glance it makes sense. After all, they are busy buying and selling houses, so why should their newsletter not about buying and selling houses? It sounds professional. It seems that they ‘add value’.
But it is dry and probably boring for most of their audience … at least usually. It is not that people don’t care about real estate. They do it …when it matters. But the rest of the time are market updates such as lift music: background noise, easily ignored, occasionally annoying. Most of your readers don’t want that. Not week after week. Not in their overwhelming inbox
Readers rarely connect with you By data alone. And when the figures coincide, your name will do that too.
Besides, the thing that they think distinguishes them (sharing data) is the same as what everyone sends. They don’t stand out – they come in.
That is probably the reason why some agents try to jazz by throwing in a recipe, some decoration tips, or a list of local events that arise in the following weekend, and close it with something about how they love and appreciate references.
It’s not like people hate them. It is that they don’t need them.
Would You Open that E -Mail every week?
Maybe you think, “Hey, I have people who tell me that they love my market statistics!” That is probably true – but remember, you mainly hear from those who like it. But there are probably many more people who don’t do their best to tell you that your newsletter is something that they avoid.
And even for the people who read it, a statistics-heavy newsletter does not necessarily create stronger bonds, spark conversations or generals. It informs them, certainly, but it does not involve them in a memorable way.
Here is a nice thought experiment. Imagine having bought a car from a certain seller. And every week they sent you a newsletter with:
- The number of cars sold last month
- The average selling price
- A recipe for chocolate cake that you will never make
- A local event that you have zero time or interest to attend
- And of course a memory that they love references
Would you open that e -mail every week? Maybe occasionally. Maybe once you were looking for a car again. But probably not. By that time, those e-mails almost end up in the garbage bin almost on Auto-Pilot.
Now exchange cars for houses. Most people buy or sell a house once every 7-10 years. They are not waiting for your newsletter about the latest market statistics. They don’t need a prescription that they will never make. And they certainly do not pay attention to the reference reminder at the bottom.
But you may be the distraction they don’t even have know They were looking for …
People crave random facts and a bit of fun distraction
Everywhere you watch – TV, radio, social media – the atmosphere is heavy. Fear, frustration and indignation are always served to people.
Yet many people do not seem to stop doom scrolling, despite the fact that they claim to hate it.
Why? Because life is stressful, the inbox is overwhelming and hope to stumble somewhere in that endless food about a small escape – a distraction, a smile or a nice little pick -up meal that they can bring to someone in real life.
As Content Marketing Institute indicatesJoy sells just as effectively, if not more than fear. People remember it, they share it and they come back for more.
This does not want to suggest that sending someone’s news and market data from someone’s fear -based marketing uses. On the contrary, most agents probably see it in a positive light (and frame it). But figures and data, and current market conditions are not always something that makes people happy. Depending on their situation, it can actually emphasize them.
They are already stressed by the barrage of things they encounter every day. So giving entertainment for a few seconds can make someone smile, remember your name and may even forward it to a friend.
Your newsletter does not have to teach them everything about real estate. It just has to make their inbox a little less stressful, a little more pleasant and a little more memorable.
To make Ask you Over the market
Not giving the market updates can also be strategic on your side …
When you hand over the figures every week, readers can digest them and go further, without ever putting their hand or leting you know that they might think about buying or selling. You do the work, but you miss the chance to start a conversation.
They interpret the data themselves, or can even use the knowledge that you have dropped on when they chat with another agent about buying or selling a house without ever calling.
Instead, think of your newsletter as a way to plant curiosity. Every week, somewhere in your newsletter, weave in a short, informal mention of the market. It can be as simple as:
“I don’t want to get bored with data from the real estate market, but if you are considering buying or selling (or just curious about how much a house is mentioned or sold in the area), just gets an answer – I like to draw compositions and give you the context that is actually important for your situation.”
This approach does two things at the same time. Firstly, it makes your newsletter more pleasant for everyone – not only the buyers and sellers active on the market. Secondly, market data changes into a conversation starter, rather than a snooze festival. You shine your expertise without overwhelming that is not ready to move.
Now your newsletter is not a one -way broadcast. It is an invitation to respond, ask questions and start a real conversation. You carefully strengthen that context is more important than raw figures, and that your insights are just an answer.
Market data is still important – your expertise is valuable and people expect you to know the figures. But the key is to let your readers choose when they want the details. By teasing the market and inviting involvement, you give them a reason to reach out – and stay at the top of the Spirit long before they are ready to make a movement.
Every newsletter is better than no newsletter, but …
At the end of the day, sending a little better than nothing at all is to send. Silence doesn’t keep you in mind. Consistency does.
So if you send one with market data and nobody complains (and your open rate looks decent), you are still ahead of the agents who do not send anything at all.
But if you want to stack the opportunities to your advantage, don’t just mix in the stack “just another market update” emails. You get by making your newsletter fun, worth reading and impossible to forget. Add a little humor, a small personality and just enough curiosity to the market that readers know they can always answer if they want the details.
That is how you shift from background noise to the agent they first think about.
If you are looking for inspiration (and maybe even a few things you can wipe every week), view our weekly newsletter that we send to brokers.
And if you want to make it ridiculously easyWe are about to launch a weekly newsletter for you that you can manage to your customers with just a few clicks, memorable and branded as if you wrote it yourself. Enter your information below and we will let you know when it is ready!
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