If you are not sending a weekly newsletter to your realtor database, you're missing out. Period. End of story.
And yes, I'm talking email newsletters. And yes, I know we are in the mid 2020s heading to 2030. And newsletters can be so 1997, but here's the deal, y'all.
They work. They work so well that I was just listening to a podcast with Alex Hermoszi. His advice to one of his clients who runs a multibillion dollar business was to start incorporating newsletters in order for him to see his sales go up by 35%.
This stuff works. Trust me, I've seen it work wonders, not just for my personal business, but also for all of the loan originators that either work with me or coach with with us that are actually deploying this strategy. I want you to think about this first.
If I asked you to make 15 phone calls on a Friday, how long do you think that would take you? My guess, based on my experience, it would take you somewhere between 30 and 45 minutes to make 15 phone calls, depending on how many people actually picked up. And you'd be calling realtors to let them know that you're available this weekend to check in on them and to see if they had any pressing issues before you went into the weekend.
Right? That's the type of phone call you'd be making on a Friday if I asked you to make 15 phone calls. Well, what if you could send a newsletter in that same 30 to 45 minutes?
You could write it and send it and that newsletter went out to 200 people. And what if of the 200 people, only 40% actually opened it? That means 80 people you're able to contact and connect with in a matter of 30 to 45 minutes.
I don't know where you went to school, but where I went to school, 80 is way more than 15. More than likely, most of you aren't even making 15 phone calls on a Friday to connect with some of your better referral sources to check in on them before you shut it down for the weekend and let them know what your weekend availability is going to be like. Well, if 15's not a big enough number that's worth your 45 minutes, maybe 80 is the right number.
What if you had 500 people in your database? What if you still only had 40% opening your your newsletter? You're still at 200 people.
Your newsletter doesn't have to be fancy. Has to be done. It doesn't have to be great.
It has to be good. And it might not be great when you first get started. It might not even be good when you first get started.
But I promise you, if you start doing it and you do it with consistency, that over time, by week six, by week nine, by week 12, you'll start getting good. you'll find ways to deploy it better, to lay it out better, to write it quicker. So, here's the deal.
When it comes to newsletters, here are five things I have learned by successfully sending newsletters that I want you to know. The first thing you should know, it needs to be the best newsletter that you can write and send in 45 minutes or less. At the very top, you need to have a really good catchy think hook in your subject line.
After your subject line, you need to tell the audience, the people receiving your newsletter, that today's newsletter is going to be x amount of words, which will take you x minutes to read. The words need to be less than a thousand, and the read time needs to be less than four minutes. So, you're going to keep it simple and you're going to bring bite-sized digestible content.
The first thing I want you to do besides saying happy Friday, make one statement about current events or one statement about the local weather. This is your way of telling your audience that you two are local. Right after that, let them know about your weekend availability.
Look, if you're coaching Junior's baseball team, you may say, "I will be available this weekend, but please know my son, Junior, has a baseball tournament. So, if I'm coaching third base, I may need you to leave me a voicemail and know that I will give you a call back in between games. If you're widely available, let them know that, too.
This weekend, I have no plans. I plan on making myself crazily available to you and your clients. Please feel free to hit me up with any question or any need that you may have.
And that first section is very important. Make one statement about current events. Let them know about your week and availability.
Your next section, one or two sentences, think like you're talking to a fourth grader. You need to state this is what happened in the market. This is why it's good or bad.
Next section. This is what we're watching for next week in the market. Here's why it could be good or bad.
My example would be this week the bond market went crazy due to the political unrest in Europe. This was bad for mortgage rates and it was also bad for the stock market. Next week, we're anticipating the inflation data to come out.
All signs are pointing towards inflation dropping again. This should be very good for mortgage interest rates. I'll be watching this and I'll keep you posted.
Right below that section, you need to either give your audience some kind of a sales tip. Think real estate sales tip, maybe something you and your buddy Chat GPT put together. Two or three sentences.
If you don't want to do a sales tip, maybe you want to feature a certain product that your company offers. But remember, talk to your audience like they're in fourth grade. Your audience in this standpoint are real estate agents.
If you're talking about a product, you need to tell them how they can use that product to either generate more leads, use that product to get more buyers off the fence or use that product to turn a no into a yes when it comes to home loan financing. After that, you may want to find a way to close it out. You can close it out with humor.
You can close it out with trivia. Or you can close it out with some kind of a motivational or inspirational quote. Then before you close out your newsletter, you have to input some form of your favorite call to action.
At the end of the day, it's your job to get a lead. Make sure you're asking for the business in your conclusion.
