The rise and rise of the Estate Agent Newsletter – The Secret (ish) Formula Revealed
As someone who worked in local newspapers for ten years my heart sinks every time I read about another title closing for good.
It’s happening on almost a monthly basis as print revenues drop and the managerial ‘suits’ remain digitally obsessed.
Local newspapers in many parts of the UK (not all may I add) are struggling big time.
The title I cut my journalistic teeth on, the Harrow Observer, closed in 2014 following more than 159 years of serving its readership.
But my estate agent friends, one person’s problem is another person’s possibility. Yours.
A colleague of mine realised some years ago that people still want to know what’s going on in their ‘patch’.
He has built a phenomenally successful monthly, hyper local, printed magazine company with 15 titles. And his website is pretty lame so work that one out.
I even started and owned two such magazines myself in Middlesex back in 2012. In early 2015 the above mentioned friend got all Don Corleone on me and made me an offer (a good ‘un) that I couldn’t refuse and bought them off me.
Print isn’t dead. His success proves that.
I also work with a direct mailing company that reported record figures last year.
Now here’s where I need you to pay a little more attention please.
The demise of local newspapers is giving many estate agents a great chance to do things differently and get noticed in the areas they serve.
My big tip for 2016 for estate agents is to produce printed newsletters.
Yep that’s right print them on paper, deliver them through doors and you can also use the digital version to email to your database so you cover both worlds.
It’s not as hard, or as costly, as you might think but not as easy as simply mass dumping fliers emblazoned with ‘we’ve dozens of buyers waiting for property like yours.’
The key to unlock the doors to your potential vendors’ hearts is the content within the newsletters.
Some ideas that have proven to work are below.
I say some because the very best editorial tips are saved for my paying clients.
But think about these ideas:
An interesting local story or two. Tell them about something they might not have known or want to know more about – totally unrelated to estate agency.
A property advice article from your company sharing some of your expertise.
The use of local images to help readers relate to the newsletter.
A what’s on guide.
There are three more tried and tested journalistic techniques that my clients have used to great effect.
A regular newsletter with interesting and useful articles (as a journalist I hate the word content) sent out on a monthly, bi monthly or quarterly basis will get you noticed and often remembered by potential vendors.
To find out the three top secrets I’ve held back in this article visit www.propertyprexpert.co.uk and download our Powerful Property PR Guide.
Thanks for reading and here’s to your next instruction.
Jerry
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