If you are writing a weekly or monthly real estate newsletter because your competition has one, then you're doing it for the wrong reasons. Newsletters should support your overall marketing campaign. If you don't have a clear strategy, you're wasting money and effort by creating newsletters.

According to Dustin Russell, Manager of Acquisition Marketing at Market Leader, "Newsletters vary by industry, but for real estate professionals, they need to focus their newsletter on the consumer. Many real estate professionals make the mistake of talking about themselves too much, 'I just sold this house' or 'Why I'm the number one agent in x city.' It's important for agents to gear their newsletters toward the consumer."

Market

Before you come up with a strategy, think about your target market. Who are you trying to stay in contact with? Who are you trying to sell homes to? Are they retirees, first-time homebuyers or people purchasing property as an investment? Don't believe that you are trying to sell homes to everyone. If you build a strategy for "everyone," you won't be able to focus your marketing campaigns.