I’m sure you’ve heard the term “You’ve got to list to last” and it’s very true – especially in this market.
I have a bit of a different spin on it though. My motto is “You’ve got to HAVE A list to last”.
Aside from a few banged-up lockboxes and some rusty old open house signs, the only true value of your business is your list. It’s therefore important to build it up into the thousands to recession-proof yourself.
It’s easy to do – just make it your goal to offer your newsletter to at least one new person each day. In order to do that though, you need to be proud of your newsletter, knowing that it offers true value.
A well-written newsletter with an authentic vibe is key to a successful real estate career as it’s the perfect way to reach out to your past, present and future clients each month.
It’s very important that your newsletter is locally relevant though with local stats and community events; otherwise, people will ignore it or worse, they’ll unsubscribe.
There are a lot of generic newsletters out there that come free with CRMs or that companies provide as part of their monthly fees.
Free is usually good but in the case of newsletters, it can actually hurt you as a generic newsletter will slowly cause people to unsubscribe from your list. It’s like getting free sunscreen that causes a skin rash.
Don’t get me wrong – the worst thing you can do with your list is nothing as your list that you’ve worked so hard to build over the years will slowly stagnate and eventually become unworkable.
The second worst thing you can do though is to send out a boring, generic newsletter as your list will start to shrink, and once people unsubscribe, you’ll likely never hear from them again.
Losing a few subscribers here and there may not seem like a big deal but when those people are ready to buy or sell a few years down the road, you likely won’t be the one they reach out to as you’ve lost touch.
This means that your colleague down the street will be the one cashing the $25,000 commission cheque instead of you, all because you weren’t able to hold their attention 🙁
So at the end of the day, it’s the quality of the content that matters when it comes to newsletters. It’s far better to pay a buck a day for a newsletter that gets results than to have a free newsletter that will slowly kill off your subscriber list.
We offer a variety of hyperlocal real estate newsletters for just $37/month that can be completely customized. This means you’re able to easily add your own branding as well as your own messages/articles for that all-important personal touch.
If we don’t offer a newsletter that’s specific to your city, it’s easy to cut and paste the stats from your local board with just a few clicks.
You can also take articles such as the one we did on the Habitat for Humanity ReStore and just add your city name and links to your local ReStore to make it a locally-relevant article that your readers will truly appreciate!
Next month, we’ll talk about how you can share individual newsletter articles on social media in the same way you’d share a blog post to further your reach and give you more exposure.
In the meantime, please reach out if you have any questions or comments – it’d be great to hear from you!