Sending out newsletters is a great way to keep communication and information flowing freely between you and your clients. But since people are unique, as are their needs, figuring out how to use that in your email newsletter approach is the best way to avoid the generic, which may not generate as many leads.
You want to personalize them as best you can so that when people open them, they actually provide value to each and every person on your email list.
Know Your Buyer and Seller
The young family looking for their forever home will have very different needs than an older adult who’s looking to downsize. For example, you wouldn’t want to highlight schools and parks in a newsletter geared toward the aging generation whose kids already have their own children.
The same can be said for first-time homebuyers. While younger people tend to want to live in family-friendly neighbourhoods, affordability is almost always at the top of mind. Essentially, you want to break up your contact list into groups, figure out what’s most important to each group, and ensure each newsletter caters to those priorities.
Focus on Localities and Amenities
If you have buyers or sellers living in the suburbs, sending them information about homes and neighbourhoods in big urban centres isn’t going to do them much good. You want to focus on specific local updates, offerings, and amenities.
For example, you can highlight local businesses that are the talk of the town or make a list of all the great outdoor areas as the weather begins to warm up. It’s about showcasing hidden gems and solidifying neighbourhood staples so that people get information that feels like it’s aimed directly at them.
Not Two Property Types are the Same
Can you talk about a condo the same way you would a detached family home? Probably not. So, if you’re doing newsletters that include information on both, you’re doing both yourself and your potential clients a disservice. People aren’t interested in properties that aren’t even on their list, so you’ll want to ensure that your aim towards hyper-personalized newsletters is also focused on property types.
For condo lookers, you can talk about the area and what it offers, as well as building amenities such as a gym, free parking, or games and entertainment rooms, whereas with a family home, you can highlight size, backyard space, and whether or not it can be turned into a rental property once the kids have flown the nest. It’s all about curating a newsletter that won’t target condo people with large houses in family-friendly neighbourhoods and vice versa.
Sellers vs Buyers
Sellers and buyers are looking for very different information, so you’ll also want to have unique newsletters that suit both groups. Buyers will be looking for informative content that helps them decide where to live within their budget, whereas sellers may be more interested in market trends and home values. You want to have a good idea of who your potential clients are and what they’re looking for, and to make newsletters specific to them.
If you’re looking to upgrade your newsletter approach but don’t know where to start, book a strategy session with us today! We can help you learn how to hyper-personalize each block of newsletters so that your potential clients get the most out of what you’re sending.