3 Big Ways to Give Your Real Estate Newsletter a Refresh

Is it time to give your real estate newsletter a makeover? If it’s been a couple years since you’ve done something new, it might be time to spruce up your email marketing. And if you’re still sending out the same templated, copy/paste newsletters that all of the other agents in your brokerage are sending out, then you *definitely* need to give your email strategy a makeover!

If you need ideas for what to include in your newsletter, click here for 11 newsletter content ideas. (You’ll also find my opinion of sending out canned newsletter content from your brokerage in this post!)

But before you dive into all of that, take a moment to review these 3 ways you can give your real estate newsletter a refresh:

1. Choose a format that you can rinse and repeat.

While I don’t recommend using the same template as everyone else around you, choosing a template that YOU can use in each of your unique newsletters will make the whole process easier for you.

Using a set format for your newsletter serves a few different purposes:

  1. It makes it easier for you to fill in content. If you have a few sections in your newsletter template that each have the same theme in every newsletter, filling in unique content is 10x less challenging.

  2. Your readers know what to expect. If you always include a section with a personal note, a featured home listing, and links to three of your latest blog posts, then people know what they’re getting each time they receive your newsletter. If they know they can expect high-quality content every time, they’re more likely to stick with you and keep reading!

You might decide to start every newsletter with a more personal intro that’s a few paragraphs long and includes a photo. Maybe you decide this will always be a laid-back spotlight on a local restaurant you’ve visited lately. Then maybe the next section of the newsletter is always a couple of links to your latest blog posts, and then the last section can be a feature on your latest home listing.

This helps you share a variety of content without having to reinvent the wheel each time!

2. Get personal.

In addition to following lots of real estate agents on social media, I also have fun following lifestyle and fashion bloggers and Instagrammers. Lately, I’ve been seeing more and more conversations happening around the ideas of influencers needing to get more personal and behind-the-scenes with their audiences.

We all love pretty pictures, but people are getting bored with that overly produced, polished perfection that’s so common with the most popular of Instagrammers. People are craving realness, connection, the nitty-gritty of the day-to-day, and reassurance that these people are also just like them—real people.

Now, translate this to anything content-related in real estate. Newsletters are especially perfect for this—you can send out a more personal note to people who have subscribed to your newsletter (aka they WANT to be receiving something from you!). You don’t have to splash your life and personal details all over the internet, but people might like hearing about the fun neighborhood garage sale you participated in, or why you loved the new Broadway show that’s in town. (Add in a couple of photos to personalize it even more!) You can choose to write something that’s still relate to your personal brand and real estate job while still finding points of personal connection.

3. Upgrade your newsletter design.

If you haven’t updated the design of your newsletter in the past couple of years, it’s probably time for a new look. Just like websites and logos, newsletter design goes out of date too, and I’ve seen a lot of newsletters that could use some TLC.

This doesn’t have to be complicated—when in doubt, go with something simple! Choose one or two colors that match your branding, have a simple header, and don’t get too carried away with fancy borders or graphics. Test your design out on both desktop and mobile, too, keeping in mind that people will be reading your newsletter on both.

Not only is Canva a great resource for designing your own graphics, but there are some beautifully simple and modern newsletter templates that you can customize, too. I recommend checking out their email newsletter templates to help you get inspired!


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Thanks for following along!

Alyssa W. Christensen is the owner and managing editor of Home Scribe Creative.

If you have any questions, she’s happy to chat! Get in touch with Alyssa here.


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Say Goodbye to Canned Newsletter Content! Here Are 11 Types of Content That'll Improve Your Real Estate Newsletter

I follow a lot of real estate agents on Facebook, and recently there was a day when I saw five agents post the SAME link to the SAME newsletter that they had just sent out.

The only thing that was different about each of these newsletters was the fact that the agent photo had been swapped out for each different newsletter. Other than that, it was the same canned newsletter template.

Granted, given the nature of my job, I follow an inordinate amount of real estate agents on social media. But even then, it was kind of surprising to see the exact same content posted this many times.

The newsletter was beautiful, but even the most beautiful newsletters don’t feel great when you know it’s just a “copy/paste” that another agent is using, though. Imagine you’re a potential buyer or seller trying to decide between two agents from the same brokerage in your neighborhood. What sets one apart from the other?

If you’re just sending out a canned newsletter that hundreds of other agents are sending out, you’re leaving a big opportunity on the table! I’ve put together a list of 11 ideas of what you can include in your newsletters instead of the copy/paste content from your brand or brokerage so you can start to stand out from the herd.

Now, I definitely don’t recommend tackling ALL of these ideas in the same newsletter—but interspersing one or two of these ideas along with your latest listing and maybe a neighborhood spotlight or market update can really help to personalize what can otherwise feel a bit boring and sterile.

Keep reading for some newsletter inspiration:

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1. Share a closer look at somewhere new you’ve recently visited.

Try out a new restaurant in town, or visit the new holiday light display? Talk about it! This is a fun, lighthearted way to show off your community and share your own perspective on something. What made the experience special? What do people need to know about visiting? Be sure to take a picture that you can share, too! And remember, this doesn’t need to be long—even just a paragraph is great.

2. Share a little-known fact or “secret” about your city.

This could become a fun staple of every newsletter you send, and something that people will probably even look forward to reading. And if you’ve lived in the community you’ve worked in for a long time, then you probably know some great “secrets.” Maybe it’s some fun local history, or a speakeasy that only long-time residents know about. This is content you can easily prepare far in advance, too.

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3. Talk about your community’s hot topics.

What’s the talk of the town right now? Is there a new development that people are wondering about, or a new law that’s going to affect your neighbors in a big way? Talk about it! Share information, share your perspective, and ask for others to email you with their questions or concerns to get a conversation started.

4. Link love.

Are you a connoisseur of content? If you’re always reading interesting articles and watching entertaining Youtube videos, link to a few of your most recent favorites. Add a short note about why you liked it. You could choose a fun theme for each newsletter, or stick with just local content.

5. Helpful community resources.

What are resources that your city offers that people may not know about? Are there special transportation services for the elderly, free museum days, or fun volunteer opportunities?

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6. A movie, TV show, or book you’re recently into.

Did you just finish a book that blew you away? This doesn’t need to turn into a book report, but sharing what you got out of the book and why you recommend it can be a fun way for your clients and prospective clients to get to know you better.

7. Something funny or embarrassing.

We all love a good laugh, and showing your sense of humor is something that doesn’t happen enough in real estate. Just make sure to choose your stories wisely… you don’t want this to backfire!

8. Share your latest home listing & WHY it’s so special.

Of course, this is a real estate newsletter, so highlighting your latest listing (or your latest buyer experience!) is probably a top priority. Include all of the necessary info people need about your listing, but this is also a great opportunity to add some personality to your marketing. WHY is this home so special? What do you personally love about the house or its location? Add a few bullet points about why people should click and check it out.

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9. Add your own “so what” to market updates.

Ah, the infamous market update newsletter… some agents only send out newsletters when there’s a market update to share. These types of newsletters are usually pretty boring and feel very impersonal, but they totally don’t have to be. Your average person is not going to be able to decipher what all of those numbers mean, so putting together a list of simple takeaways and what it all means for buyers and sellers is a great start to helping your readers make sense of it all.

10. Links to your own content.

A newsletter is the *perfect* opportunity to re-share some of your content! If you send out a monthly newsletter, you might include links to the blog posts you published in the past month. Or you might revisit an older Q&A video you have on youtube that’s still relevant.

11. Share an epiphany you’ve had recently, or something you’ve been thinking about a lot.

This is a great opportunity for you to get more personal with your audience and give them a chance to get to know you better. What’s been on your mind lately? Has your mind been changed about something recently? What’s a common issue you’re seeing in your local real estate market lately? There’s so many directions you can take this in, and whichever topic you choose to share your thoughts on, do so with the goal of making a connection with someone and helping them to like, know, and trust you.

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With all of these ideas, of course you don’t want to be so “off topic” that you look like you’re off your rocker, but adding a personal touch to a newsletter will make you stand out from the herd. If you’re looking for more ways to improve your real estate newsletter, check out these 3 ways to give your newsletter a refresh!


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Thanks for following along!

Alyssa W. Christensen is the owner and managing editor of Home Scribe Creative.

If you have any questions, she’s happy to chat! Get in touch with Alyssa here.


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