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 all 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. 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:
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 adds a nice personal touch.
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.
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, free museum days, or fun volunteer opportunities?
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. While you can include some of the basic info about your listing (and a link to the listing, of course), 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.
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 in your specific market is a great start to helping your readers make sense of it all (and an awesome way to show off your smarts).
10. Links to your own content.
A newsletter is the *perfect* opportunity to re-share some of your own unique 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 an excellent opportunity for you to get more personal with your audience and give them a chance to get to know you better. After all, if someone is subscribed to your newsletter and they actually open it, they’re interested in what you have to say. Well, keep them interested! 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? 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.
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 crowd. If you’re looking for more ways to improve your real estate newsletter, check out these 3 ways to give your newsletter a refresh.