What NOT to Put in Your Real Estate Newsletter

For real estate agents, newsletters can be one of the most simple and reliable ways to stay in front of their sphere. BUT if your newsletter is filled with content your audience doesn’t care about, engagement will drop, open rates will dwindle, and unsubscribes will rise. Don’t get me wrong, when your clients see your name in their inbox, that alone is a win. Take that win 10 steps forward and create content that your people actually want to engage with.

Here’s what NOT to include in your real estate email newsletter AND what to focus on instead.

1. Paint Color Trends

   1. It’s not just paint colors, it’s the countertops of the season, houseplants for your enneagram, or any general decor trends. While it may seem like an easy piece of content to include, this type of content doesn’t drive engagement. Instead, focus on local, real-life design inspiration. Share before-and-after photos of homes in your area, highlight a local stager, or showcase unique features in homes you’ve sold.

2. National Housing Market Stats

   1. The market matters and your clients want to see you as a trusted resource, but national statistics don’t always paint a picture that’s relevant to your local buyers and sellers. Your audience is more interested in what’s happening in their backyard, not in another state. Instead, include hyperlocal market updates. Keep the information local and easy to digest.

3. Industry Jargon

   1. This one may go without saying, but I’m going to say it anyway. It’s easy to agents to get exited about sharing information and all of the sudden they're throwing out “contingencies” “DOM” “DTO” and “absorption rate” without considering their audience. If you want to share real estate terminology, use plain english and make sure it’s tied to how it impacts them.

4. Real Estate Business News

   1. Can anyone say NAR lawsuit?! As much as that news shook offices and agents across the country, it didn’t impact the buying and selling public nearly as much. I witnessed agents (over) explaining commissions and the impacts of the lawsuit to clients who didn’t even ask about it. Being transparent is important, but take a step back and think about what is truly relevant to your audience.

5. Tips That Only Apply to Active Buyers and Sellers

   1. Obviously, buyers and sellers are important, but that majority of your audience will not buy or sell this year. Keep them opening up your newsletter even when they’re not in the market. Instead, make yourself their go-to local resource for all things local and home.

With all of that said, don’t get in your head about what to share and what not to share. Trust your gut, be authentic and you’ll build strong relationships with your audience.

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