{"id":32553,"date":"2022-08-10T07:31:12","date_gmt":"2022-08-10T14:31:12","guid":{"rendered":"https:\/\/www.homelight.com\/blog\/?p=32553"},"modified":"2026-03-20T05:00:45","modified_gmt":"2026-03-20T12:00:45","slug":"agent-real-estate-newsletter","status":"publish","type":"post","link":"https:\/\/www.homelight.com\/blog\/agent-real-estate-newsletter\/","title":{"rendered":"How to Create a Newsletter That Your Clients Will Want to Read"},"content":{"rendered":"

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 \u2013 if you know how to do it properly.<\/p>\n

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% \u2013 well above the 20-25% average for the real estate industry.<\/p>\n

On this week\u2019s episode of\u00a0 The Walkthrough<\/a>\u2122, McGee says the main problem with most real estate newsletters is that they just don\u2019t have the right content.<\/p>\n

<\/p>\n

\u201cThe whole thing is one big advertisement. It’s just noise. And that’s pretty common for the real estate newsletters I see,\u201d says McGee.<\/p>\n

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\u2019t wait to read it.<\/p>\n

<\/div>\n

Tip #1: Offer value to your readers<\/h2>\n

McGee says to stay away from \u201cselfish content\u201d in your newsletter. In other words, stay away from making it mostly about your business.<\/p>\n

Instead, focus on how you can help your clients by sharing market statistics, offering staging advice, or information about what\u2019s 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.<\/p>\n

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.<\/p>\n

<\/div>\n

Tip #2: Let your readers get to know the real you<\/h2>\n

If you want to connect more with your readers when you do share that \u201c20% of you,\u201d allow them to see another side of you that\u2019s not business-related. Show your personality. Give them a peek into a bit of your personal life, so they feel like they know you.<\/p>\n

This doesn\u2019t mean you\u2019re revealing deep, dark secrets \u2013 just relatable things like a hobby, a recent DIY project, or, McGee says, even your experience dropping your child off at college.<\/p>\n

<\/div>\n

Tip #3: Let your readers get the value right in the newsletter<\/h2>\n

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\u2019s a mistake.<\/p>\n

\u201cDon’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,\u201c says McGee.<\/p>\n

The idea is that your newsletter should stand on its own as a trusted resource that they can rely on for valuable information.<\/p>\n

<\/div>\n

Tip #4: Make it mobile-friendly and easy to read<\/h2>\n

There are two factors to consider when designing your newsletter: Usability and layout.<\/p>\n

According to a 2021 HubSpot Blog research report<\/a>, 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.<\/p>\n

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.<\/p>\n

<\/div>\n

Tip #5: Experiment and test your design<\/h2>\n

Yes, McGee recommended consistency, but he also says it\u2019s a good idea to see if doing something a little bit differently from time to time will have a positive outcome.<\/p>\n

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.<\/p>\n

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 <\/i>newsletter while getting to know you<\/i> in the process. Give them so much value that they look forward to your next newsletter.\u00a0 And continuing to share that 20% about yourself will keep your readers tuned in and wanting to learn more about you, too.<\/p>\n

Header Image Source: (myboys.me \/ Shutterstock)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

There are a lot of bad email newsletters in real estate. Yours doesn\u2019t have to be one of them. A great email newsletter should give value to the reader and help them get to know you. In this article, you\u2019ll learn five tips for making a newsletter that your clients will want to read.<\/p>\n","protected":false},"author":337,"featured_media":32555,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"cybocfi_hide_featured_image":"","footnotes":""},"categories":[193,676,664],"tags":[],"class_list":["post-32553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-for-agents","category-email","category-marketing"],"acf":[],"yoast_head":"\nHow to Create a Real Estate Newsletter That Your Clients Will Want to Read<\/title>\n<meta name=\"description\" content=\"There are a lot of bad email newsletters in real estate. Yours doesn\u2019t have to be one of them. 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