Newsletters are perfect for real estate agents as they deliver tailored content, they have a higher engagement rate, give the agent’s copywriter content control.
Regular newsletters also help the agent build and maintain relationships and have can nurture leads.
Newsletters offer many advantages over social media for real estate agents. Let’s examine the evidence showing why newsletters written by copywriters are more likely to attract buyers and vendors and build the agent’s business.
According to a report created by Holistic Email Marketing, an email marketing consultancy, and GetResponse, an email marketing and online campaign management platform, with assistance by Smart Insights, 23% of email marketers surveyed said lead generation was the greatest benefit, with improved sales next at 19%, and improved conversion rates in third place at 17%. Furthermore, 24% of marketers said that email marketing delivered excellent ROI, placing it as the leading channel, with content marketing just behind it at 23%.
Another report shows that 6 out of 10 consumers admit that they’ve made a purchase as a direct result of a marketing email they’ve received. 81 out of 100 small businesses use email as their primary acquisition channel. Additionally, 80% of small businesses rely on email marketing for customer retention.
A McKinsey report showed that email remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined. The rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17% higher.
Add to that the recent research showing that the average reach of Instagram was sitting at 7.60% at the start of 2024 and the organic reach rate for Facebook was at 5.90%.
The other issue with the social media posts is that they have a limited lifespan. Twitter or X is the most cui-throat of all the platforms. The lifespan of tweets largely depends on the amount of followers. If there are about 3000, the tweet is probably going to be closer to that couple of seconds lifespan. So copywriters would need to keep it short and sweet and attention-grabbing. On the other hand, a newsletter produced by a copywriter and sent by email can last forever. Unlike social media, email newsletters do not have limited lifespans.
There is also evidence that social media algorithms can limit the reach of posts. Social media algorithm changes often come without detailed explanations. The result: users might be uncertain about the best practices to follow. The lack of transparency regarding algorithm updates makes it challenging for copywriters to adapt strategies and understand how to optimize content.
In other words, social media certainly has benefits for real estate agents but newsletters offer a more targeted, personalized, and direct way to engage with their audience. They also have a greater impact than social media and that can lead to stronger client relationships and business growth with vendors and buyers.
Look, I am not against social media. To create a more holistic approach,newsletters should incorporate social media to maximise customer engagement. The most successful brands are able to integrate all branches of their marketing together to create an amazing customer experience. These brands have a holistic view of digital marketing and believe that email and social media work best when they’re used together
This is why I have a team that adds social media to my services to make everything more holistic.
Attention real estate agents!
Are you looking for a copywriter who not only understands the ins and outs of real estate financials and the market, who has a team that understands how social media works, but can also craft compelling content that resonates with your audience? Look no further!
Come to me, Leon Gettler at GettlerInk. Contact me at leon@leongettler.com or give me a call at 0411 745 193. Let’s elevate your real estate marketing together!”
