We like the order that structure provides. That preference is seen in the way newspapers are written with an inverted pyramid or how blog articles, like this one, incorporate skimmable copy and sub-heads in bold, for instance. So, it stands to reason that your real estate newsletters should follow a structure as well in order to deliver the most value.
Real Estate Newsletters Should Be More Than Just Easy to Read
As we mentioned in our last article, real estate newsletters are a vital part of the ecosystem of any firm that’s serious about their marketing. For that reason, newsletters should associate closely with your company branding and personality. If your company culture is less formal but still professional, and that’s how you want to be perceived, then your newsletter should reflect that image.
Your publication should also position you as a market leader. That means highlighting your successes by showing how you’ve truly helped your clients and by bringing insights on industry trends as well as new opportunities.
Lastly, your real estate newsletter should bring real value to your readers. By providing rich content, you’ll bolster your lead generation efforts by driving information hungry prospects to you.
Components of real estate newsletter structure
To say that there’s only one way to layout a real estate newsletter is short-sighted. However, a good set of real estate templates will ensure that you’re on the right track. For certain, all good newsletters incorporate at least these key structural components.
High quality professional visuals
Photos, charts and graphs should all be professionally produced and should contribute to the overall value of your publication. Research from Constant Contact and others, have demonstrated a high correlation between images and inquiry by readers.
Headlines That Pop Off the Page
Don’t simply think of headlines as the title of an article. Headlines play a very important role in grabbing a reader’s attention, so it’s important to nail these. Test your headlines with others to see if they resonate.
Well Conceived, Skimmable Copy
Good newsletter copy should follow tried and tested journalistic format and lead with the most important information up top. Your copy should also be easily digestible, with short sentences, simple phrasing and sub-heads that summarize the paragraphs that follow.
Relevant, Themed Content with Supporting Listings
Each newsletter should focus on one main theme, and the subject line, header, banner image, and all other accompanying collateral should revolve around that theme. Use an editorial calendar to plan out your newsletters in advance and coordinate it with other marketing activities.
Links to other marketing activities
As discussed, your real estate newsletter is one part of your overall marketing. Take the opportunity within it to link to your social media, blog articles or your website.
Banner Call to Action at the End
Finally, cap off your publication with a call to action (CTA) that gets users to do something after reading your newsletter. Ask them to download a white paper, an ebook or a copy of your latest prospectus.