How to Make Your Real Estate Newsletter Clickable

Man reading email newsletter on tablet.
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There are many real estate newsletter services. But a large number of real estate newsletters are not being opened. Many of these canned newsletter products are not focused on local markets. And articles that are too general, while well-written, add little or no value to recipients. 

Successful real estate newsletters focus on local markets to differentiate themselves as leading experts in those areas.

And technology has made it even easier for you to deliver relevant material targeting your local area to your prospect list without writing much or even any of your own content. This is called content curation, and you can make it work for you at little or no cost.

This type of strategy is website independent, but there are WordPress plugins if your site is on that platform. This isn't platform-specific though. Here are some basic tips explaining the curating concept and how to make it work for your email system, no matter which you use.  

What You Gather

You're going to use the power of the Internet and some free or very inexpensive apps and sites to gather news and articles that will interest your email prospect list and be locally oriented. You will "curate" news and articles, choosing the best for your newsletter. If they're of interest to you, that's a good first step. Then you think like your prospects to see if the content interests them.

In other words, don't send real estate content intended for agents. Send content, including:

  • local government and zoning meetings and announcements
  • plans for the development of parks or improvements to local infrastructure
  • local business announcements, even marketing oriented if they have wide appeal. An example might be a major local business announcing a community involvement project.
  • regional or statewide interest articles
  • national news if it will impact local real estate. You may even want to comment on how.

Where You Get It

There are many free resources, even just using Google and Bing Search. Google alerts is a great tool, as you can set up keyword alerts like "Denver real estate." The quote marks are used to make sure that the alert tool only pulls results with those words in that order. You can experiment, but here are some of the results this alert pulled right away:

  1. Average metro Denver condo price approaches $300K, led by hot luxury market

    ... enjoying the Thanksgiving pie in November," said Jill Schafer, DMAR Market Trends Committee member and a metro Denver real estate agent.

  2. Union Tower West – from Dusty Lot to Stunning Gem

    Colorado Real Estate Journal

    “I would like to get involved more in Denver, more with the Denver real estate community and more with the Denver development groups. I think we ...

  3. Developers partner up for River North land acquisition


    Parkhill is an architect and developer who has been working in Denver real estate for 35 years. He previously headed Parkhill Development and has ...

  4. Law firm adds more space; looks to hire


    In the middle of a big office upgrade, a Denver real estate law firm wants just a little more space. Otten Johnson this month signed a lease to expand ...

    These results are delivered to you daily or as they happen (your choice) via email or RSS reader. If you understand RSS feed readers, this is the better way to get feeds from sites and blogs automatically. If you don't, read up on it, as readers like Feedly are free and you can subscribe to local blogs and sites that will have the news you need in the future.

    If you want to get more involved, and possibly spend a few bucks, there are curation products, both software and online, that you can use to deliver the content you want.

    What You Deliver

    Use email templates you may have available in your email system, often you'll find a newsletter template. Format the look, add a logo or other image, then you're just copying and pasting in these snippets or summaries with links to the articles. You do not put the entire article in the email, both for space and copyright reasons.

    Don't just copy and paste; read or scan them first. You don't want to deliver content from or featuring competitors.

    You can and should add your own introduction and summary at the end, as well as comments about specific articles if they add value.