Writing a real estate newsletter is an excellent way to stay connected to your clients and prospects. It’s a great tool to show your industry and local neighbourhood know-how. And they can be used to build your mailing list through your website or social media opt-in forms.

In order for it to be a success and something your contacts want time and again, content is key! It needs to be relevant to your audience. If you are trying to think of what to write ask yourself what you would discuss if you were meeting them face-to-face. The topics should be those that your clients ask most frequently. Chances are that can be grouped into the standard real estate categories – market conditions, local home prices, mortgages rates (or changes to them) and neighbourhoods.

When someone signs up chances are they are looking to see what you offer in the way of valuable insights and information. If the newsletter is the same template used by other agents in your area they may eventually opt-out because you aren’t offering anything original. In real estate much of the content is standard; your challenge will be to make it unique.

Here are a few tips to get you started:

  • Use a template for the layout. Microsoft Word, Apple Pages and (while not as creative) Google Docs all have simple layouts that are formatted so you can put together a professional looking real estate newsletter.
  • Include photos. A couple of sources for free stock photos are unsplash.com and pixabay.com.
  • Content is king. The information you provide needs to be relevant.
  • Provide the newsletter on a regular basis. The frequency is up to you – weekly, monthly or quarterly. Posting regularly creates the perception of someone who is organized and reliable.

Consider the following ideas for generating relevant content?

  • Current market conditions – within your city as a whole and your target neighbourhood in particular. Use the monthly report from your local Real Estate Board for a jumping off point, then add personal experience in your target area to back up their conclusions. If there have been any major announcements in the industry such as the new Mortgage Stress Test coming into effect in January 2018, it should be your lead story.
  • Current market prices in your neighbourhood – Show the range in pricing for single family, townhouses and condos.
  • Staging ideas – Show before and after pictures of staging you have offered to previous clients. If you have a Pinterest board showing off your work include a link.
  • Neighbourhood profiles – Prove that you know your market with a monthly community profile targeting one neighbourhood. Tell your contacts what makes that neighbourhood such a special place to live. Write about the new restaurants and fun community activities such as the annual spring fair or festivals and include information about the local schools, shopping, community centres, places of worship and access to transportation. (Once you have written a few you can then add these community profiles to your website.)
  • Create a general buyer or seller article (known as an “Evergreen” article for its longevity and general information category) for a targeted segment of your niche area. Topics would be those that you answer most frequently such as “The Realities of Today’s Current Condo Market”, “What Happens on Closing Day” or “10 Questions to Ask Your Home Inspector.”
  • Homeowners article – Most of your mailing list will be past clients who have no plans to move at the moment. Write an article related to homeownership, such as “2018’s Latest Paint Trends”, “What To Consider When Shopping For Flooring”, “Add Colour To Your Kitchen With An Herb Garden.”
  • Guest article – Invite any of your personal contacts within the housing industry, such as a mortgage broker, interior designer or contractor to write a short article on trends in their segment. Offer to write a blurb for their newsletters in return as a way to expose your brand to a new audience.
  • Get personal – Include one personal paragraph and photo showing your community involvement, such as: sponsoring the local harvest festival, watching your daughter’s ballet recital at the community centre, coaching/sponsoring a community soccer team, or speaking at a seniors coffee hour.
  • Share useful trends – such as a tech article on the latest home security gadget. Monitor tech pages and blogs to find the information. Always give credit to the original article and provide a link to the website. 
  • Contact information – Most importantly (and sometimes forgotten), include your logo, and contact information, preferably on the first page.

I’m Diana Cape, the Real Estate Copywriter and I’ve been writing about real estate for over 25 years. I specialize in creating content for websites, social media, blogs and traditional marketing material for Canadian real estate professionals, developers and industry trades. Let me help you choose the content that will reassure your prospects that your industry know-how and skills can make their real estate dream a reality. Find out more here.