Anatomy of the Perfect eNewsletter

Successful agents understand the importance of maintaining awareness with past clients. They also understand that reaching out to potential buyers and sellers is equally important. Either way, they want to be the first name to come up when clients and prospects start thinking about their next move.

Think eNewsletter. It’s an effective and personal way to keep in touch on a regular basis. Done right, an eNewsletter provides your agents with an effective way to send out useful information monthly (quarterly if they’re busy, weekly if they’re ambitious). It builds credibility, trust and establishes them as an expert in their area.

Whether for prospects or past clients, recipients come to not only expect their eNewsletters, but actually look forward to receiving them.

Make it easy on your agents.

Instead of expecting your brokers and agents to create eNewsletters on their own from scratch, consider having your marketing team create monthly eNewsletters that are already populated with useful articles that are ready to share. It not only makes it easier on your agents, but it allows you to maintain control over the content and your brand.

Using a marketing tool such as the ROQlogic Media Center makes that extremely easy. You create the eNewsletters and put them in the Library for all to access. You decide on what can and can’t be edited. Your agents can change the order of the articles and even turn articles off or on. If you wish, you can even allow the agents to add their own stories.

What should you talk about?

Stories should be of interest to the reader. Include topics that offer help, information, tips, etc. There’s a terrific resource for tapping into that information. It’s called Google. Here are a few ideas to get the juices flowing:

Homeselling tips

  • Staging ideas and suggestions
  • Dealing with pets while showing a home

Homebuying tips

  • What to look for and what to avoid
  • Getting your loan together before searching

Homeowner tips

  • Remodeling
  • Gardening and landscaping

Local market trends

  • Provide data specifically about your area

Local events

  • Highlight local businesses
  • Announce community or charity events

General topics of interest

  • Recipes
  • Health and fitness tips

Don’t get too deep in the weeds.

Keep stories interesting, short and pithy. It’s easy to fall into the trap that readers are as passionate about details as you may be. If they’re not, one risks losing them by spending too much time with long-winded minutiae. For that reason, include maybe 3-4 stories that are short and compelling. And above all else, avoid the sales pitch. An instant turn off. It’s better to offer help, useful information and interesting insights. Basically, stuff readers can actually use.

Keep the tone conversational. It should sound like normal people talk… not stiff and calculated. Readers will appreciate that they are not being “talked down to.” Instead, they will engage with the subject and are more likely to read on.

Use links for those deeper dives.

Sometimes a topic requires more depth. As mentioned previously, one should avoid putting too much into the actual eNewsletter. You run the risk of losing the reader. Put that depth in a blog article or a pin on a Pinterest board. Or link out to another site altogether such as a third-party survey or research article.

The story for the eNewsletter should give a 30,000-foot overview of the topic with links out to those other reference sources. An eNewsletter should be a quick, easy read, yet compelling enough to get some useful information across, with the option for the reader to dig deeper if he or she desires.

Think about an eNewsletter for your company.

Not only are eNewsletters a great way for your brokers and agents to communicate on a regular basis with their clients and prospects, they are a powerful tool for your company to communicate with your brokers, agents and employees.

Have a new office opening? Participating in a community event or charity? How about recognizing accomplishments? Or sharing market trends in your area? Did your company receive an industry or community award? These ideas and more can be effective ways to stay in touch.

Choose the right marketing tool.

Like any other task, having the right tools makes all the difference. The ROQlogic Media Center is the ideal resource for creating and sharing eNewsletters—as well as tons of other marketing materials. You have complete control over what can and can’t be edited or uploaded, yet it offers some real advantages for your agents. They can:

  • Activate or de-activate stories
  • Change the order of stories
  • Add their own stories and images
  • Email their eNewsletters and share them to social media
  • Have a personal signoff with contact information
jeffaronsonAnatomy of the Perfect eNewsletter

Related Posts