We all know how competitive the real estate market is.
There are three million licensed real estate agents in the United States, and BAM writer Sarah Lentz recently posted that “Realtor” is the #1 searched job in the country. With fewer homes for sale (even as the market improves), agents have to be at the top of their game to win listings.
An email newsletter loaded to the rafters with value is a prime solution—it can drive traffic to your website, boost engagement, personalize your marketing, and keep you top of mind. But what should you put in yours to really stand out and maximize engagement?
The best piece of content to include in your newsletter
A real estate newsletter can include local market updates, highlighted listings, a “home of the month,” home maintenance and improvement tips, success stories and client testimonials, or local business spotlights. But to amplify its appeal and nurture relationships no matter where someone may be in their homebuying journey, you want to include content that isn’t just about real estate. For that, I recommend including entertaining content.
Why offer entertaining content?
Entertaining content is exactly what it sounds like: content that amuses people and gives them a brief escape from their daily routines. A good argument can be made that this type of content garners the most engagement. Statista reports that in the first quarter of 2024, 5 of the top 10 most shared types of videos in the world were ones that can be classified as “entertaining,” with the top two spots occupied by music videos and comedy/meme/viral videos.
Leverage local events to enhance your marketing
Clearly, entertaining content is popular, making it content that will can give you the biggest bang for your buck. But since we’re about real estate and not sports fame or music stardom, I suggest offering information related to what you know as an agent—your local area, and specifically, information about local events and attractions. It’s content that positions you as the “local mayor,” someone who’s recognized as the well-connected agent who’s “in the know” about what’s happening in the area.
How to get more listings from local events
To capitalize on the full marketing potential of local events, you need to promote and attend them to get the kind of face-to-face interaction that creates leads. Take advantage of events that you can contribute to as a sponsor or attend as a participant. Use social media, your website, flyers, email, and postcards (if you have the lead time) to promote your involvement and encourage attendance.
If you’re participating, let your audience know where they can find you and invite them to stop by. Offer value that will entice them to seek you out, such as a free CMA, a raffle for a gift card to a home improvement store, or conduct your own solo mini-seminar or team up with your referral partners. Collect contact information from those who pay a visit and ensure they receive a branded item with your info that they’ll keep and use. (ReminderMedia’s personally branded magazines are a great choice. You can get a free PDF sample here.)
In either case, share images and videos of the event on social media with hashtags, and follow up with the folks you met. Send an email or message, and invite them to connect with you on social media or provide them with information you may have promised.
Experience a done-for-you local events email newsletter
Consistently sharing valuable content is key to sustaining the relationships that serve as the foundation of your business. And with the holidays approaching, there’s going to be a ton of stuff happening in communities all over, which makes this the perfect time to start sending a local events email newsletter. But if you’re like most agents, you don’t have the resources to produce one like I’ve described here.
That’s why I want to give you 30 days of ReminderMedia’s Digital Marketing Platform, which includes the personally branded Local Events Email Newsletter, at a dramatically reduced rate. Normally, $119.99 for clients without our magazine or $79.99 for those with it click this link, and you can enjoy your first month for only $4.99!
The Local Events Email Newsletter is automatically sent every two weeks, providing recipients with at least seven entertaining events happening in and around their area. These events are timely and hand-curated to ensure their quality, and we currently produce more than 200 versions for use across different parts of the country. (Check this link to see if your area is among them.)
Take action
Sending valuable content on a regular basis keeps your name fresh in the minds of your prospects and clients. It’s a natural way to maintain relationships with them so that when they, or someone they know, are ready for their next real estate step, you’ll be the first person they think of.
