As I covered in my previous article, Why Real Estate Investors Should Be Using LinkedIn Newsletters, taking advantage of LinkedIn’s free newsletter feature is a great way to connect with your already existing audience and bring awareness back to your business and services. What’s more, is that LinkedIn can drive engagement to you from outside of your existing network, expanding who you can reach in a natural way, which is something that isn’t normally possible in traditional email marketing, where you are the one solely in-charge of building your audience.
This once exclusive feature, as of 2022, is actually new to being available publicly. So if you haven’t had an opportunity to really consider it, then it would be completely understandable. Since it’s still a great time to begin, and usage of this is only projected to increase, let’s briefly cover some ideas that you could use for yours!
Don’t worry, I will keep it short. I really just want to give you some useful ideas for you or your content development team to start on.
Cover Local Market Trends, News, or Events
Depending on the reach of your real estate business, it could be a great idea to structure your newsletter around local content. If you’ve already built up a local audience, then delivering content that has a local focus makes the best sense. When they read your headline about a neighborhood close to them or an event that they will be able to attend, they will be much more inclined to see what you have to say.
If you cover multiple areas, cities, or even states, then you could still spark interest by speaking to each categorically, so that there is something inside that pertains especially for each person. For instance, even if I know the content I’m about to read covers multiple cities, because I know that mine is among them, I will at least quickly scroll down to see what is said there.
Real Estate Cost Saving Tips
Your audience is probably keen on saving where they can in the housing market, and the reason they are subscribed to you is probably for some professional insight anyway. Offering them some free advice on how to save, whether they are buyers, sellers, or just happy homeowners, is a great way to connect with them and stay relevant in their lives, without being overbearing.
If you need content ideas here, there are a number of sources online for this to draw from, and you are free to make a plug for yourself, so long as you can do so tactfully, and you maintain your primary focus of delivering them value free of charge.
Client Testimonials
Another great idea, that should be done in moderation, is client testimonials. Giving your audience proof of the quality of your services is a great way to establish trust, but no one wants to read about pure self-promotion. If you can make the story you’re telling not about you, but the client whose testimonial you are using, then you have a solid foundation for quality, relatable content.
When it comes to your role in their success, speak frankly and to the point. Trust that they will draw the connection themselves in how pivotal you were to the client. The last thing you want is to push away people that have already opted-in to reading what you have to say.
Home Living Tips
You might take for granted that most homeowners know how to take care of their homes, but many don’t. Covering down-to-earth topics like basic maintenance routines can keep you seen as a welcome and helpful source of information in their inbox.
Even if you’re not a topical authority on some of these things (and maybe you are too), you can still reference other contractors you know or utilize, and if they are also local businesses to your audience then all the better. They might just reach out to you next time for giving them a mention.
Give Insight Into Your Life As a Real Estate Professional
This could go for any type of specialist out there, but even if you have an audience subscribed to you, it doesn’t mean that they understand what you do. For most people, being an agent or investor in real estate is something of a mystery. They know you buy and sell property, and that you know the market better than they do, but what else?
Providing some insight into your life as a real estate professional can go a long way towards forming a deeper connection with your readers. Sharing stories, real estate terminology, or things that others outside the industry wouldn’t likely be aware of, are all things that fill in the gaps of knowledge for others.
Later on, when they think about experiences pertaining or closely linked to your occupation, real estate, or about the stories you shared, you will be the person that comes to their mind. You will be a reference point, because it’s often a thing, for others to take on the stories of others as their own, especially about things they don’t understand.
