How to Tackle Email Newsletter Mindset Barriers
I have coached many real estate brokers on how and why email newsletters are such an effective part of their marketing plan. All of us struggle with some of the same mindset barriers – here are the most common thoughts and frustrations I have seen and heard, and my advice on how to tackle each and every one of them. My hope is that this blog will help you overcome any doubts you have about email newsletters and inspires you to either get started, or motivates you to keep going! If I can help you in any way, please get in touch.
- Sara
MINDSET: I don’t want to come across salesy or promotional.
TACKLE IT: Add a personal touch.
An email newsletter is read from top to bottom. Put promotional content after personal messages. If you think like an advertiser, you may want to put all of the promotional content up at the top, first. Sometimes that can turn people off. Instead, use the introduction to draw people in by reminding them who you are, what you’re passionate about and thereby, what you have in common. Speak from the heart - invite them to the upcoming charity event you’re going to, share your photos of the last community event or holiday, tell them about how good skiing conditions have been, etc. Then share your real estate expertise via your take on the local market or best new listings.
MINDSET: I don’t know what to include other than my newest listing or I don’t have any listings to promote.
TACKLE IT: Reframe your purpose for sending the newsletter.
I have noticed that agents tend to think that newsletters are meant to advertise our listings to prospective buyers. So if we don’t have any listings, we have nothing to share. Remember that that is just one thing newsletters should do; overall, newsletters should remind clients and prospects that you are still in business, you are still good at what you do, you’re a professional and an expert and that you have their best interests at heart. A good, basic formula for newsletter content is (in no particular order, other than the intro):
1. Introduction/something personal
2. Real estate market, communicated in your interpretation
3. Featured or suggested listings, yours and/or others’
4. Something local, exciting community news/articles or upcoming events
In other words, new or featured listings are just one of many things you share in your newsletter, not the reason why you send the newsletter. Focus your newsletter content on value – what can share with your audience that perhaps no one else is?
MINDSET: I’m afraid that what I have to say is not all that interesting.
TACKLE IT: Reframe your strategy to your strengths
Frame your content around what YOU think is interesting. Passion and enthusiasm will come across more authentic if it is authentic. If you are passionate about market stats and would rather whip up some charts and graphs instead of writing a long report about the state of the market, then focus on the charts and graphs. If you love architecture and design, throw in 2 or 3 of the articles you read recently.
MINDSET: Writing is not my strength.
TACKLE IT: Reframe your newsletter around content that does not require a lot of writing.
Don’t worry. Writing is not most peoples’ strength. Tackle that by pulling in visual content (i.e., images) from other sources, such as newspaper and magazine articles. And, keep it to the facts – instead of writing a paragraph on why a featured property is the best value in that subdivision, just write a header at the top that says “Best Value in River Glen”. And for those times when we do need to break out a pen, draft out what you want to say first (however rough that may be), then go back in for a second draft and season it up and fill in the grammatical points.
MINDSET: My contact list isn’t big enough yet.
TACKLE IT: It is better to start than not start at all.
Many agents think that there is no value in putting the time and effort to do an email newsletter list until you have several hundred emails to send to. I think all you need is to start is 20 to 25 contacts. Remember that all contact management is iterative – your list can and will build over time.
MINDSET: I don’t have time to update my contacts every time I send a newsletter.
TACKLE IT: Be proactive and organized.
First, know that keeping your contacts up to date is just part of the overall strategy of contact management and follow up. Ultimately, you want your email newsletter list to grow over time, or become more fine-tuned. Knowing that your newsletter is a priority, set up a system to collect and organize your contacts. It may take work to get it organized the first time – put in the time and then figure out how you will update your newsletter contact list and stick to the system. If you prefer to add them in your email marketing platform one at a time, once a week, do that. Otherwise, if you don’t want do have to add new contacts to multiple places at once, put them into your CRM, categorize them and then export them into a spreadsheet and simply import them into your email newsletter platform every time. Most email marketing platforms will recognize repeat email addresses to prevent duplicate contacts. You can also just start with the basic spreadsheet and maintain from there.
MINDSET: Other agent’s newsletters are super long. I don’t have time for that!
TACKLE IT: Don’t Be Intimidated by Quantity of Content
Just because some other agents’ newsletters are a long scroll, does not mean that yours has to be. A simple intro, a few featured properties and a couple of upcoming events or local magazine articles is all you need. Some of the highest open rates I’ve seen were just like an e-card, wishing readers a happy Fourth of July or Thanksgiving.
MINDSET: If I’m going to do a newsletter, it needs to be perfect and/or loaded with original content.
TACKLE IT: Focus on your message and what you want to deliver.
Many brokers also fear that your content template be an action-packed. Yes, there are some brokers out there who write custom blogs and include a long list of community events, etc. It doesn’t have to be that dense, especially if you’re just getting started!
The most critical part of the newsletter is whatever personal twist you put on it, not the amount or level of original writing you can muster. We are in relationship-driven business – don’t forget to remind your readers that you are still human. One of the best performing newsletters I’ve seen included a quick invite to an outdoor summer concert that the broker’s husband was playing in. If you are supporting a local cause or organizing or attending a charitable event, invite your readers to join you.
MINDSET: I get anxiety every time I need to send one.
TACKLE IT: Start with a template.
Feeling like you’ll have to start every newsletter from scratch is intimidating because it seems like would take so much time to put something together every time.
And remember that the template can and will change over time. As your business grows, your newsletter size and content will adapt as well. Maybe you don’t have the time for a blog now, but who knows! Maybe in a year or so that will change.
MINDSET: I don’t have time or I don’t know what to put in it.
TACKLE IT: Focus on quality and consistency. Start sending regularly and the inspiration for content will follow.
Start with a quarterly newsletter and build up to once every other month, and then every month. You’d be surprised that the more and more you write and share, the more inspiration for content will come to you. When you’re reading the paper and you see an article about local development, you’ll remember to save it for later. When you’re at a company meeting and a moving company does a presentation – you’ll jot down three of their tips to include in your next newsletter.
MINDSET: I just don’t have the marketing chops to do it.
TACKLE IT: Outsource some or most of the execution, if you can.
I don’t recommend outsourcing the entire thing; that takes away the personal touch and your personal expertise. Market updates, introductions, articles and suggested listings should be written or handpicked by you. If an assistant picks out four listings that aren’t yours and then a client calls you and asks about one of them, your credibility gets lost. If you’re not interested or don’t have time to learn out to use Mail Chimp or My Emma, reach out to Longevity Designs. My team and I can help set up your template, provide accountability and ideas and give your newsletters a consistent, polished professional look.