Anatomy of a Real Estate E-Newsletter

One of the most powerful tools that a real estate professional can use to communicate with existing clients and prospects is an e-newsletter. In addition to being a great communication tool, e-newsletters are inexpensive to produce and have built-in tracking features to learn more about your prospects and clients. Whether you are getting ready to launch a new e-newsletter or simply want to evaluate your existing one, use these design and information tips as your guide.


One of the easiest ways to create professional e-newsletters is to use an online program or a software program on your computer. Some of the online options include Constant Contact, Email Brain, Mail Chimp, AWeber and iContact. All of these programs offer users professionally designed templates that you can use as is or modify to fit your needs. Simply cut and paste your content into the layout and then it is ready to go. Computer software programs, such as Microsoft Word and Publisher, also offer design options for creating e-newsletters.

Informational Content

E-newsletters are a form of indirect marketing. Instead of outright trying to sell your real estate services, instead you are using the e-newsletter to share useful and relevant content with your readers related to their real estate needs. Article types may include tips, tricks, advice, book reviews and service reviews that relate to your industry or business. Insert one or more articles in each issue to build credibility and expert status with your readers.


While e-newsletters are composed primarily of information, some promotional information is acceptable. Promote one or two of your services or offer some kind of a coupon or special deal alongside the articles, tips and tricks you are sharing. As an added bonus, you may want to offer your readers services before they become available to the public, or offer a special deal that nobody else gets but them.


The about section of your e-newsletter may be in the footer or in a sidebar. This is a two to four sentence overview of you as a real estate professional and includes information about your business. While promoting your business, this information also builds credibility and expert status with your audience because it reveals why you are the person best fit to share this information with them.

Contact Information

Make sure that all of your e-newsletters also include all of your business contact information. Include the business name, address, phone number, website and email. Not only do you want to use the e-newsletter as a promotional tool, but it is also the law that full contact information is disclosed in promotional materials to consumers.

You now know what information should be in your e-newsletters. You are ready to start creating professional and effective e-newsletters now. If your existing newsletters do not contain all of these pieces, then find a way to add the content into your future e-newsletters.