Designed for agents and brokers in the residential real estate business, and those servicing the real estate industry, this is the ultimate guide for anyone contemplating an e-mail newsletter or a Website. Hundreds of hours of research and years of experience have gone into creating the information here for their benefit. The goal is to help you derive a personal roadmap for launching your own e-mail newsletter. The book is an immense resource of valuable information that will save agents and brokers hundreds of dollars.
The goal is to help real estate agents and brokers derive a personal roadmap for launching their own e-mail newsletter. The book is an immense resource of valuable information. Everything from free software to economical turnkey solutions is addressed. A step-by-step guide demonstrates how to successfully implement e-mail newsletter campaigns that best fit a Realtor's time, wallet, resources and expertise.
People who are in the real estate business are cost-conscious. While you want an effective marketing campaign that helps your sales, you don’t want it to spend a lot on it –in some cases, nothing at all - or have it consume too much of your precious time. That is why emphasis here is placed on identifying free or inexpensive solutions that both enhance your productivity and will help your newsletter be successful.
In here, you will find simple explanations of what can be complex subjects. Charts, tables and summaries reduce a plethora of data down to just the essential elements you need to understand. This approach lets you easily identify solutions that best fit your needs.
Written in plain English for non-techies, with plenty of examples and buyer comparison charts, the book is intended to pinpoint solutions that best satisfy your unique goals and budget. Specifically, you will learn how to:
• Create interesting, attractive e-mail newsletters.
• Prepare newsletter content, and where to find free articles and other information sources.
• Where to get free newsletter templates.
• Find free resources that will help you design your newsletter.
• Gather e-mail addresses and grow your prospect base.
• Promote your persona so that your name and face become synonymous with the local real estate market.
• Avoid legal and market pitfalls when creating and sending e-mail newsletters.
• Minimize the cost of creating and managing newsletter campaigns by using your own PC, Microsoft Word and Outlook, and free Web downloads.
• Become more effective by spending just a little money to get integrated commercial tools that magnify your productivity.
• Easily create or link to a Website and why you should consider this.
• Create inexpensive Websites with substantial benefits.
• Employ easily-implemented tools that automatically manage and promote your e-mail newsletter.
• Engage “worry free” outsource services that automatically send personalized newsletters to your clients.
• Develop a strategy that works best for you, identify specific approaches and costs (if any) upfront.
Throughout this process, the book provides interactive links to a multitude of Websites where additional information or suggested software can be found. Free e-mail newsletter templates, wizards, content sources and marketing tools that can be used to your advantage are also identified.
Anyone in the real estate community contemplating an e-mail newsletter will benefit immensely from the contents of this book. With the information learned here, you will avoid common pitfalls and enjoy a streamlined implementation. You will know where you are going, how to get there, and how to achieve this within your personal budget!
1. WHAT THIS BOOK WILL TELL YOU
This book is designed specifically for agents and brokers in the residential real estate business, and those servicing this industry. It provides a concise guide, demonstrating how to implement e-mail newsletter campaigns that best fit your time, wallet, resources and expertise.
Everyone can have a professional looking e-mail newsletter (or Website for that matter). You do not have to be a technical guru to accomplish this. Regardless of your technical proficiency, there is a course of action outlined here for you. This book gives you the knowledge and identifies the tools that allow you to create a strategy compatible with your unique circumstances.
Hundreds of hours of research and years of experience have gone into creating the information here for your benefit. The goal is to help you derive a personal roadmap for launching your own e-mail newsletter. Rather than taking a shot in the dark, readers will gain a clear understanding of what is involved and what resources are available to assist them. Exhaustive research has distilled a myriad of confusing data down to the essential information, tools and applications that best serve the real estate community in this endeavor.
Readers will save hundreds of dollars and countless hours of research. The research has been done for you. Free software that can be downloaded off the Web is identified, as are reputable commercial packages and outsource vendors. The “do’s” and “don’ts” of electronic newsletter publishing are covered.
People who are in the real estate business are cost-conscious. While you want an effective marketing campaign that helps your sales, you don’t want it to spend a lot on it –in some cases, nothing at all - or have it consume too much of your precious time. That is why emphasis here is placed on identifying free or inexpensive solutions that both enhance your productivity and will help your newsletter be successful.
In here, you will find simple explanations of what can be complex subjects. Charts, tables and summaries reduce a plethora of data down to just the essential elements you need to understand. This approach lets you easily identify solutions that best fit your needs.
Written in plain English for non-techies, with plenty of examples and buyer comparison charts, the book is intended to pinpoint solutions that best satisfy your unique goals and budget. Specifically, you will learn how to:
•Create interesting, attractive e-mail newsletters.
•Prepare newsletter content, and where to find free articles and other information sources.
•Where to get free newsletter templates.
•Find free resources that will help you design your newsletter.
•Gather e-mail addresses and grow your prospect base.
•Promote your persona so that your name and face become synonymous with the local real estate market.
•Avoid legal and market pitfalls when creating and sending e-mail newsletters.
•Minimize the cost of creating and managing newsletter campaigns by using your own PC, Microsoft Word and Outlook, and free Web downloads.
•Become more effective by spending just a little money to get integrated commercial tools that magnify your productivity.
•Easily create or link to a Website and why you should consider this.
•Create inexpensive Websites with substantial benefits.
•Employ easily-implemented tools that automatically manage and promote your e-mail newsletter.
•Engage “worry free” outsource services that automatically send personalized newsletters to your clients.
•Develop a strategy that works best for you, identify specific approaches and costs (if any) upfront.
Table of Contents
TABLE OF CONTENTS
1.WHAT THIS BOOK WILL TELL YOU
Assumptions about You, the Reader
Conventions
2. WHAT IS AN E-MAIL NEWSLETTER?
What’s Unique about E-Mail Newsletters?
Beware of Spamming
3. WHY USE E-MAIL NEWSLETTERS?
How Will I Benefit?
More Bang for Your Buck
4. NEWSLETTER FORMAT AND CONTENT
Types of E-Mail Newsletters
Overview of Newsletter Structures
Text-Oriented Newsletters are Easy to Prepare
Graphically-Oriented Newsletters Have More Flexibility and Appeal
5. CREATING NEWSLETTER CONTENT
What Topics Should I Cover in my E-mail Newsletter?
Pitching Your Articles
Sources for Article Content
Where to Find Free Articles
Subscription Sources for Real Estate Articles
Where to Find Real Estate Articles for Ideas or Quotes
6. BUILDING YOUR E-MAIL ADDRESS LIST
What Information Do I Need?
How Should I Store This Information?
How Do I Develop A Subscription List?
Use Microsoft Outlook Contacts to Create a Distribution List
List Management
7. USE YOUR PC TO CREATE AND DISTRIBUTE ATTRACTIVE NEWSLETTERS
Creating Your Newsletter
Design Tips
Choose the Format for Your Newsletter
Step-By-Step Example – Developing a Graphical Newsletter
Free Newsletter Templates
Where Can I Find Additional Information About Preparing E-Mail Newsletters?
Save a Master Template
Getting Your Newsletter Ready for Distribution
Make Sure Your E-Mail Application is Formatted for “HTML”
Take It for a Test Drive
Virus Check
Spam Check
Distribute Your Newsletter
Automate Your List Management
Free List Management Services
Free Desktop List Management Software
Archive Your Newsletters
Manage Your Marketing Campaign
On to the Next Chapter!
8. USING DESKTOP SOFTWARE TO CREATE AND DISTRIBUTE YOUR NEWSLETTERS
Use Inexpensive Web Authoring Software to Create HTML E-Mail Newsletters
Use Inexpensive List Management Software to Effectively Manage Distribution and Internet Marketing
9. AN ALTERNATE APPROACH – USE OUTSOURCE SERVICES
10. WHY YOU SHOULD HAVE A WEBSITE!
Creating and Managing E-Mail Newsletters is Easier with a Website
Alternatively, Host Your Newsletter on a Website
Continuous Worldwide Exposure
Detect Opportunities for Early Follow-up
Websites Are Now Easy to Prepare
It Doesn’t Cost a Bundle to Have a Website!
Software for Your Website
Helpful Hints for Setting Up Your Website
11. WHAT IS THE BEST CHOICE FOR ME?
Six Feasible Approaches to Launching and Managing an E-Mail Newsletter Campaign
Plan A. Use Your PC to Create, Launch and Manage a Text-Based E-Mail Newsletter.
Plan B. Use Your PC with Free Internet Downloads to Create, Launch and Manage a Text-Based or Graphical E-Mail Newsletter.
Plan C. Use Your PC with Commercial Software to Create, Launch and Manage a Graphical E-Mail Newsletter.
Plan D. Use Your PC to Create a Graphical E-Mail Newsletter, but Outsource its Distribution and Management.
Plan F. Supplement Plans A – E with a Dedicated Page on Your Company Website.
Plan G. Supplement Plans A – E with Your Own Website.
The First Step – A Self Assessment Survey.
Finding the Best Plan for You.
Formulating Your Action Plan.
Summarize Your Strategy.
12. THE BOTTOM LINE
Appendix 1 – Low-Priced Newsletter and Web Authoring Software for Your Desktop PC
Appendix 2 – Low-Priced E-Mail Newsletter List Management Software for Your Desktop PC
