| One of the biggest concerns for Realtors who publish | | | | considered? Is a new shopping center or theme park |
| their own email newsletter is determining the type of | | | | planned for the area? Maybe it's what to do in the |
| content that will gain interest from their readership. | | | | event of an earthquake.Is there a real estate issue |
| After all, real estate agents who engage in this | | | | that is costing your clients money? Do you have a |
| endeavor want prospective buyers and sellers to | | | | solution or suggestion on how to handle this problem? |
| open their newsletter and thus be reminded that the | | | | Maybe it's termite season. Is there a new regional |
| agent is their local real estate expert. Ideally, readers | | | | development on the horizon, such as cable Internet? |
| should find the content so interesting that they will even | | | | Perhaps your readers would be interested in knowing |
| forward the newsletter to their friends or relatives who | | | | how to do simple home repairs or where to get |
| might be prospective clients as well. This "viral | | | | assistance.Do you have any new business programs |
| marketing" often leads to a profitable source of | | | | or services to introduce to clients? Or, use your |
| income for agents.An important first step is to | | | | newsletter to explain the direct benefits of an existing |
| determine what is of interest to your readers. Put | | | | program.Are there any promotional offers (e.g., no |
| yourself in their shoes. Here are some questions to | | | | closing costs for the next 30 days!) that you wish to |
| ask yourself: | | | | communicate to your market? |
| What real-estate related topics are of interest to my | | | | The point is, there are a multitude of relevant subjects |
| target market? Is it mortgage rates? Property values? | | | | about which plenty of information is available. All you |
| Equity loans? Closing costs? The escrow process? | | | | have to do is scratch your head and think a little. Look |
| How appraisals determine market value? A piece of | | | | in the local newspaper to get ideas or brainstorm with |
| legislation that could affect property taxes?Why types | | | | other people in your office. Surf real estate sites on |
| of questions have you and your associates been | | | | the Web. Ask your clients what they would like to see |
| asked lately? These may indicate an interest in | | | | in a newsletter. Use your imagination and the ideas will |
| understanding the escrow or loan process, for | | | | come quickly.Al Kernek is a real estate broker and |
| example, or how a local school bond might affect | | | | author of "Creating E-Mail Newsletters - A Practical |
| future property values. Is a major road improvement | | | | Guide for the Real Estate Community" and "Put Your |
| scheduled to begin soon, and what impact could that | | | | Business Online. |
| have on local residents? Are new zoning laws being | | | | |