Lately, more and more importance is being given to maximizing the online conversion of leads, and one of the most effective methods currently on the market is undoubtedly that of newsletters. However, few people know how to build the newsletter of a real estate agency, which is performing and manages to achieve the goal of converting the contact into a potential customer.
Although this is the main objective of any marketing strategy of a real estate agency, creating newsletters to send to your users is also an effective way to involve them and thus help the dissemination of the contents of your agency. Precisely for this reason, we have decided to come to your rescue, to help you in the creation of your newsletters.
Start from the registration form
Most of the users who visit your site and maybe even find it interesting are not motivated enough to subscribe to the newsletter, after all, what benefits would they derive from subscribing? Are the benefits relevant enough?
Therefore, before defining what are the main characteristics that your registration form should have, think about why a visitor should subscribe to the newsletter of a real estate agency: put yourself in their shoes, would you really want to subscribe to your newsletter? When you have answered these questions, enter the call-to-action that invites the reader to fill out the form to become part of your contact list.
Did it seem like it ended here? Unfortunately no, it is not enough just to think about what to write to entice you to sign up, but you also need to think about where to insert the button that directs you to the registration form. It sounds silly, but the position of the banner you ask your users to sign up with is really important! We could tell you where we think it is best to place it, but the best way to find out is to try, experiment and compare the results to see which position is best for your website and is more appealing to your visitors.
Look after your appearance
Now that you’ve defined how to get your visitors to subscribe, it’s time to think about the actual newsletter. To maximize its value, it is important to balance the effort employed between content and structure, in order to generate a great user experience from this mix.
Don’t think that the structure of a real estate agency’s newsletter should be very different from many of those that arrive on your inboxes on time. In fact, there are standards that are unquestionably performing and that you should absolutely use to effectively involve your contacts: below we try to provide you with some important information on the structure that you will need to create to build your real estate agency’s newsletters.
> Responsive template
Few agents know how to build a newsletter from scratch, and it is precisely for this reason that many are used to using preset templates. Nothing wrong with that, but be careful that these are responsive and allow you to add text and your multimedia content quickly and easily. Why do we tell you this? Well, we tell you this because most of the emails, and therefore of the newsletters, are displayed on a mobile device, so using responsive templates is now a must.
You could also build your template from scratch, but considering that you are a real estate agent and not a developer or more generally a computer scientist unless you have special skills, it is better, in this case, to ask for help from an expert, who can build bespoke templates while you focus on your business.
> Custom sender
Knowing that there is a real person on the other side of the screen helps your recipients to trust you.
Most of the newsletters of a real estate agency are automated, however, it is always possible to personalize them by sending them with your real email address or a similar one (for example marionewsletter @ agency), thus showing that the newsletter is sent by a person and not by a robot.
This technique prompts the reader to write to that email address in case they have any doubts or questions. After all, has it ever happened to you that you have a question to ask a company after reading a newsletter, and find written: “please don’t reply to this message”? Annoying right? So make life easy for your contacts by allowing them to contact you after reading your newsletter.
> Creative object
Even if your customers subscribe to your newsletter, it doesn’t mean that they will open it once they receive it: what can help convince them to do so is nothing more than the subject of the email. Many real estate agents we worked with said they used the same object for months.
Unfortunately for them, this is not the most suitable technique for the construction of newsletters by real estate agents, simply because an object that is always the same does not encourage the reader to click on that specific email at that precise moment. A better approach would be to use a different, creative and engaging object for each newsletter you send.
> Interesting title
The title of the newsletter is the first thing that catches the eye of the reader, so it really depends on this whether the reader will continue to read your email once opened and if he will click on the links within it, or if his interest will vanish. as soon as it is opened and it will “bounce” out.
For this reason, it is important that the title is a very short summary of what the newsletter is about: for example, if in the newsletter you want to talk about online reputation and how this can be improved through the use of social networks, an effective title it could be: “Why being social can improve your reputation”.
> Effective text
Before going straight to the content of the newsletter, it is important to understand the structure that the text itself should have, i.e. to understand how to format each element, so that it can facilitate the reading and analysis of the entire message by the reader: prioritizing the most important contents by putting them at the beginning, creating periods of adequate length, using all the keywords related to the topic dealt with.
In addition to this, it is important that the content of a real estate agency newsletter is well balanced, which means dedicating 90% of the newsletter for informational purposes and only 10% for promotional purposes. Why this? Simply because your customers don’t want to hear about your service only: don’t write a newsletter that focuses only on the self-promotion of your real estate brand, but rather use it as a means of information for your users.
Many users decide to subscribe to the newsletters precisely because they offer free and short-length information content, which does not take more than a minute to read. As is necessary for any self-respecting strategy, however, it is essential to experiment to define which is the most suitable length for your audience.
> Link to social network pages
Yes, the focus of your newsletter is to increase the knowledge of your users and to maintain a solid and lasting relationship with them, pushing them towards the birth of a new business. However, this does not mean that you cannot promote your person and your online presence by inserting the links of your Facebook page (here a discussion on the topic: ” Real estate and social networks: Facebook real estate “), LinkedIn, YouTube, etc … There it is a certain situation in which, however, we advise against inserting these links, that is, when your pages are not constantly updated with relevant content.
> Final call to action
To properly conclude the drafting of the newsletter of a real estate agency, it is appropriate to insert some real marketing, inserting a call to action (CTA) that pushes users to take any action in your favour after reading the newsletter. Whatever your call to action is, make sure it stands out from the rest of the text, and can easily grab the user’s attention. In this way, the latter will be more motivated to click on it, but be careful that when the user clicks on the link, it really directs him to the content you promised.
> Easy cancellation
A user may have subscribed to your newsletter just out of curiosity, wanting to unsubscribe at a later time: making this easy for him is useful for the newsletter of a real estate agency to maintain a list of subscribers which, although smaller, is formed by active users interested in involvement.
This is not the only reason to facilitate the removal from the newsletter, in fact inserting a link to unsubscribe will ensure that your email is not categorized as spam. Therefore, to avoid this unpleasant inconvenience, insert a nice “Unsubscribe” link at the end of your newsletter.
> Try, try and try
So far we have talked about how a real estate agent should correctly set up a newsletter, but nevertheless, the most important thing to do is always try new solutions: what works for the users of one agent, does not necessarily work for those of another. Only from the results achieved and from the comparison with previous ones, you can create truly effective newsletters for your target.
Having a newsletter system is essential for a real estate brand to maintain an active relationship with various customers, from former customers to new ones and even potential ones. Keep up to date with what’s new in the market you’re a part of and your leads are interested in, motivating them to reach out to you for their future needs, rather than inducing them to seek out a new agent who engages them more through truly effective newsletters.