August 14, 2008
Using electronic newsletters to market your real estate business
Here are many reasons that a Realtor may wish to include electronic newsletters in their marketing mix:
- A newsletter may reach individuals not inclined to spend a lot of time searching the web and pouring over websites. In this day and age there are still many people who are not "web-centric". However, many of these people still have e-mail so using an electronic newsletter can help to reach them. An electronic newsletter also requires a minimal effort on the part of the recipient. Instead of the active process of surfing the web, the recipient simply has to open an e-mail that they receive.
- An electronic newsletter can help to drive traffic to a Realtor's website and/or blog.
- An electronic newsletter can help to increase the number of impressions that a Realtor makes. It is a generally accepted marketing rule that an individual must see a promotional message at least three or more times before they will actually internalize it and remember it. An electronic newsletter sent at regular intervals (monthly or quarterly) can help with the number of impressions an individual may have of the Realtor.
- An electronic newsletter can also be printed and distributed in person, in the office, or through the mail.
Creating an Electronic Newsletter
There are two ways to go about creating a newsletter:
- The Realtor can do it for themselves. This has the advantage of being the least expensive means of creating an electronic newsletter. It is, however, the most time consuming. If a Realtor elects to do it themselves, they will have to create, and maintain their mailing list (especially removing those people who "unsubscribe"). They will also have to be satisfied with sending simple text newsletters, or learn some web publishing skills to create a more professional looking newsletter.
- The Realtor can use a newsletter service. The main disadvantage of this is that it will cost money. Typically, for a fairly low volume electronic newsletter (500 or fewer quarterly or monthly), the costs are not extravagant. The advantages of going with a service typically significantly outweigh the costs. These advantages include:
- Greatly simplified list management. The service typically handles bounce-backs (undelivered e-mails) as well as providing an automatic means for the recipient to unsubscribe. These services also provide code that can be added to the Realtor's website that allows visitors to sign-up for the electronic newsletter.
- Much more professional looking electronic newsletters. The services typically provide a simplified means for the Realtor to create great looking newsletters from templates without having to have any significant technical skills (beyond using a browser).
- Newsletter success tracking. Newsletter services also typically provide tracking information on the success of a mailing. They show statistics such as bounce-backs, unsubscribes, opens (the e-mail newsletter was opened), and click-throughs (clicking on links to content on the Realtor's web site). Success tracking also demonstrates why it is helpful for a realtor to have a website if they get involved with electronic newsletters.
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