![]() ![]() Done-for-You Content that You Can CustomizeĬheck out my sample newsletters link to see how I include all the kinds of content you see in this article, except for the last. If you use your newsletter to farm, then include a small article about something that’s happening in the neighborhood. For example, if you send mostly to seniors, then include an article about something new in the tax code that’s relevant to them. If you send your newsletter to an audience that’s tightly focused, send them one article that just relates to them. The note says something like, “This article reminded me of you” or “I haven’t seen you enter my contest yet!” News Contentįinally, even though the newsletter is called a NEWSletter, you probably don’t want to include a bunch of real estate news. ![]() I also like the technique of “tagging” your newsletters by writing a very short note in ink on the newsletter itself (if you’re using a print newsletter). Other ways to engage include adding personal comments to articles, thanking your clients or service providers by name, and briefly talking about your own exploits. ![]() This wasn’t a contest just a way to engage the readers in an interesting game. Some agents take the contest over to their Facebook page, inviting people to enter, then announcing the winner on Facebook each month.Īnother form of engagement is using interactive articles, such as one I included in a recent issue of Fast Newsletters called “Is this house real?” I invited people to guess if the image was of a real house or a Photoshopped image. My Fast Newsletters uses a drawing for a $10 Starbuck’s Card for sending a correct answer to the quiz question. But that’s not the only kind of interaction you can create. The best kind of interaction is when someone calls you to give you a referral or repeat business. Gaining interaction is the hardest part of a real estate newsletter. Keep it short and sweet just enough to remind them you’re in real estate without boring them. Proof of success stories, calls to action, and occasional stats about the local market are examples of good real estate content. You have to find ways of slipping real estate content into the newsletter without making it front and center. If real estate articles are not broadly appealing, how do you add real estate content without alienating readers? However, real estate content does meet the second purpose of your real estate newsletter: Demonstrate expertise. If you’re filling your newsletter with this kind of content, you may be losing people’s interest. An article about how to choose a home inspector isn’t going to appeal to a broad spectrum of people. ![]() Notice that real estate content is missing from this list. DIY content includes things like how to paint words on walls like a pro. An example of funny content might be a real estate joke or story with a funny ending. These have some sort of message that makes people think deeper thoughts. Here is the kind of general-interest content that will keep them reading longer:Įmotional content refers to motivating stories, leadership stories, or personal stories. Your guiding principle, then, is maintaining interest over the long-haul, so that they keep opening the newsletter and you stay top of mind. You need to keep them engaged for a long time! Newsletter readers are going to see your content in front of them month after month for years. That gives me a very good guide to the kind of content that needs to go into a real estate newsletter. The agents I work with give four reasons for sending a newsletter: The newsletter needs to be widely appealing to people who may or may not be planning to buy or sell a house, or who have friends who are buying or selling. They will be a mix of buyers and sellers, contacts from your sphere of influence, past clients, and even family members. Buyers might read “A Guide to the House Styles of San Diego Neighborhoods.” Or sellers might be interested in reading “Staging Secrets that Increase Your Sale Price by 20%.” Once they’re at your site, you need to use various tools to get them to engage with you.Ī newsletter is intended to maintain a relationship with people you’ve already communicated with. You attract people with topics that are important to them. One of the guiding principles of my work is that the end-goal of your marketing determines the kind of content you need to include.Ī real estate blog, for example, is intended to bring people to your website. As someone who writes real estate content for a living, I am fairly fine-tuned to the nuances of content marketing. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |