What My Ideal Email Newsletter Looks Like
One question that comes up in a lot of training sessions I run is:
"I'd love to start an email newsletter but I don't know what it should look like?"
We've got you covered. This guide will give you an exact run-down of what I would put in my real estate email newsletter if I was sending one today.
First up, let's cover 2 common mistakes to avoid:
Too much information
Most salespeople vastly overestimate the amount of 'stuff' they need to include, thereby creating a rod for their own backs. We need to embrace a sustainable content approach that we can replicate quickly, every fortnight (if not every week) for the rest of our careers.
If you're scratching around every week looking for stats, real estate content or community news to include then you're doing it wrong.
Too infrequent
Sending an email newsletter every fortnight is the absolute minimum if you want this tool to bring in listings. Weekly is even better. In my experience, salespeople vastly underestimate the frequency of contact required to make it onto an owner's agent shortlist.
Andrew Duncan
The Framework - what to put in your email newsletter
Use this recipe to build your email newsletter every time. The best part is your PA or virtual assistant can generate 90% of it, meaning you simply add the final touch and your email is good to go.
Email content
- Intro: A 2-3 sentence market update (news from the coalface). Scroll down for an example.
- Community shoutout. An upcoming event, a tradie you recommend, a service person recommendation like an accountant or mortgage broker, or a local business you like.
- OPTIONAL: Buy of the week (a quiet listing or recent price drop). This could be from another salesperson in your company.
- OPTIONAL: 2-5 recent sales. These don't need to be your personal sales and a text only description is fine. Scroll down for examples.
- OPTIONAL: Buyers / properties needed. Describe 1 or 2 houses from your pipeline or cash buyer requirements.
- Agent Monday content article.
- Your personal listings if you have them.
That's it! No need for images or a fancy HTML template.
Here's my example newsletter...
Email Subject: 5 Real Estate Myths Busted
Tagline: Real estate news from Andrew Duncan at Agent Monday Realty
It's fair to say the Wellington real estate market has been slow for some time, but over the last few weeks I've noticed real change. Buyers are acting with more urgency, owners are pricing for results and we are seeing increased multiple offer situations.
If you know of anyone thinking of selling, there is still time to make a move before Christmas. Right now, I have 3 open spots for new campaigns.
Community news
The Paparangi School Family Fun Day is on Saturday 14th November from 10am - 2pm. There's loads of activities for the kids, market stalls, toy bargains, great food and much more. My wife, Annah is organising the event this year so I guarantee it will be epic! 😃
Buy of the week
Any investors looking for a deal? Multi-income, 8% yield, city center. Price guide: Around $1m. If you're interested, call me for more info.
Sale you should know about
4 bedroom 'doer-upper' in Johnsonville with potentially subdividable section - sold in the mid $900's.
Properties needed
Cashed-up buyers who have recently missed out are looking in your area...
- 3 bedrooms, 120 sqm, weatherboard, renovated kitchen and bathroom with a flat lawn area for kids. Budget $650 - 750k.
- 4 bedrooms, 200sqm+, Close to schools, double garage and outdoor living essential. Budget $800 - 950k.
5 Real Estate Myths Busted
Over many years, these five beliefs and sayings have embedded their way into the culture of buying and selling houses. But are they true? And how do they impact your chances of finding a buyer or securing a home you love?
Let's dig in...
Myth 1. Your first offer is your best offer
This old real estate adage isn't always true. Buyers often try to act quickly and snap a property up before other buyers can get organised. Why would they do this? To avoid competition, of course.
Tip for sellers: Hire a salesperson with a proven selling process to ensure all buyers in the market have had a chance to know your property is for sale before you accept an offer.
Myth 2. There are plenty more fish in the sea
"If we miss out on this house, another similar one will pop up soon, right?"
Not always. Houses are often unique when you combine their location, sun aspect, access, condition and proximity to amenities. And that's before you consider layout, design and 'feel'. If you find a home you love, and it's the best one you've seen after months of looking, then it pays to do what you have to do to own it. Don't be afraid to make your offer as attractive as possible. You might never find another one quite like it.
Myth 3. The salesperson is lying about the other offer
Real estate is a trust-based business with layers of privacy. When a salesperson tells you another buyer is interested in the same house as you, it's not just a ploy to get you to pay more. They are doing their job. What you decide to offer (and when) is totally your decision, but salespeople need to keep you informed throughout the process. That means advising you when other interested parties get involved.
We can't tell you what the other buyer is offering or whether it's higher or lower than yours. We won't share information regarding your offer, either. Take heart in the knowledge that someone else likes the same home as you.
Myth 4. We need to deduct the cost of renovations from the purchase price
A common approach from buyers is to look at the asking price for an average home and subtract the cost of future renovations before settling on an offer price. For example, the asking price might be $800k, but you feel the home needs a new kitchen and bathroom so you subtract the full cost of those changes and offer the owner a reduced amount.
Keep in mind, if the owner spent the money and made those changes now, the home would be worth more and would likely be on the market for a much higher asking price.
Myth 5. It's only a fair price if we meet in the middle
Another trap that buyers fall into is thinking they are overpaying if they don't meet in the middle during any price negotiation.
The 'mythical middle' is created when a buyer makes an initial offer on a home and the owner countersigns with a higher price. Split the difference between the two numbers and you have your middle ground. From then on, deviating from that point feels like a loss to one side. At this point, it's essential to step back and realise that the middle of any two price positions is simply a function of whatever price each party chose to start with. It's not tied to market value and shouldn't determine what either party is prepared to pay or accept.
Remember that houses are worth different amounts to different people. Do your research and decide what this home is worth to you, but don't shoot yourself in the foot and miss out on a house by not being prepared to budge once the 'middle' is established.
Need help with your next move? Get in touch today. We love talking property!
Before you go
Are you interested to know what it would cost to sell your home?
Order a free selling quote - simply reply to this email with your name and address and we'll send it through within 24 hours.
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Agent Monday members get access to over 130 white-label tips articles just like this for email newsletters and social media. Every word written to position you as the go-to real estate expert in your local market.
That's all folks! Straightforward info, easy to read, and most importantly - easy for you to put together.
Keep in mind, there's beauty and elegance in simplicity.
Josh Phegan's weekly email? Nothing but text.
Agent Monday emails? Nothing but text.
The content is what matters. And consistency beats pretty every day of the week.
Want a Virtual Assistant to do this all for you?
You can hire a highly qualified, dedicated marketing expert with Vault CRM experience (in NZ and AUS) for as little as $10 - 15 NZD per hour. They can handle sending your email newsletter, and a whole lot more, like social media, email enquiries, canva, database management, the list goes on.
For more info, check out my written guide and podcast on virtual assistants.
Have an epic week!
Andrew Duncan
Founder, Agent Monday
PS. Interested in booking a training session for your team? Click here to book a free discovery call.
