How to Create a Newsletter That Your Clients Will Want to Read

Some people think that email newsletters are a thing of the past. That is the farthest from the truth. In fact, they can be a valuable tool for generating business – if you know how to do it properly.

Matt McGee, Managing Editor of Agent Resources at HomeLight, has been in the digital marketing industry for 25 years, and his expertise has come in handy for his real estate agent wife, Cari. He launched a monthly newsletter for her in 2017 that now boasts 1500 subscribers and an open rate of 40-50% – well above the 20-25% average for the real estate industry.

On this week’s episode of  The Walkthrough™, McGee says the main problem with most real estate newsletters is that they just don’t have the right content.

“The whole thing is one big advertisement. It’s just noise. And that’s pretty common for the real estate newsletters I see,” says McGee.

Lucky for you, he shares five tips to help you create a newsletter that becomes such a valuable resource for your clients that they can’t wait to read it.

Tip #1: Offer value to your readers

McGee says to stay away from “selfish content” in your newsletter. In other words, stay away from making it mostly about your business.

Instead, focus on how you can help your clients by sharing market statistics, offering staging advice, or information about what’s happening in town. This could be anything from featuring cool new restaurants to a community fundraiser. This way, your readers will see you as a trusted expert.

Regardless of what you decide to include, make it more about them and less about you. The best formula to keep in mind is that it should be 80% value and only 20% marketing. Or, 80% them, 20% you.

Tip #2: Let your readers get to know the real you

If you want to connect more with your readers when you do share that “20% of you,” allow them to see another side of you that’s not business-related. Show your personality. Give them a peek into a bit of your personal life, so they feel like they know you.

This doesn’t mean you’re revealing deep, dark secrets – just relatable things like a hobby, a recent DIY project, or, McGee says, even your experience dropping your child off at college.

Tip #3: Let your readers get the value right in the newsletter

Newsletters are often used to promote the valuable content on your blog or YouTube channel. The newsletter becomes nothing more than a collection of links to get information somewhere else. McGee says that’s a mistake.

“Don’t constantly make people go somewhere else to get the value. Make the newsletter itself a thing of value, not just a tool for promoting the value on your blog or website,“ says McGee.

The idea is that your newsletter should stand on its own as a trusted resource that they can rely on for valuable information.

Tip #4: Make it mobile-friendly and easy to read

There are two factors to consider when designing your newsletter: Usability and layout.

According to a 2021 HubSpot Blog research report, most (41%) email views happen on mobile devices. So, always check how your content looks on a mobile device. Depending on which software you use to create your newsletter, you may or may not need to adjust. Just be sure to check first.

Readers want a familiar and easy-to-read experience, so keep things consistent, concise, and eye-catching. Titles should be clear, and paragraphs should be short.

Tip #5: Experiment and test your design

Yes, McGee recommended consistency, but he also says it’s a good idea to see if doing something a little bit differently from time to time will have a positive outcome.

For example, McGee suggests comparing the number of clicks you get when you show a new listing early in your newsletter versus later. He also recommends testing your subject lines. What works for you may be different from what works for someone else. Investing the time to determine what your readers like will pay off in the long run.

To wrap it up, newsletters should be an important part of your real estate marketing plan. Making a newsletter that your clients love to read depends on how much effort you put into creating one. Take the time to give your readers valuable information that they come to expect from your newsletter while getting to know you in the process. Give them so much value that they look forward to your next newsletter.  And continuing to share that 20% about yourself will keep your readers tuned in and wanting to learn more about you, too.

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