Real estate education is an interesting business to be in. Depending on the state you operate your school in, your customers could go from six months to several years between times when they need your products. With those kinds of gaps between purchases, it can be incredibly difficult to establish a strong relationship and build customer loyalty. So how do you ensure that satisfied customers will come back when it’s time to purchase again?
The answer is value. You need a reason to stay in touch with past students outside of the buying cycle. But more importantly, you need to give past students a reason to pay attention to you. You can accomplish both of these things with a valuable email newsletter.
Why Newsletters Work
A newsletter, when done right, can be an incredibly effective way to stay in touch with past students. There are three major reasons newsletters work so well:
- It’s Valuable
Value can’t be faked. A good email newsletter provides your students with actionable strategies they can use to do their job more effectively or efficiently.
- It’s Easy for Students to Conceptualize
To your students, you’re an educator. They’ve categorized you that way because of their past experience as a student. Providing valuable educational content will feel natural and comfortable for students.
- It Reminds Them You’re an Expert
Marketers waste a lot of breath, ink, paper, and digital whitespace trying to tell potential customers their company has expertise in a particular topic. An email newsletter is an effective strategy for demonstrating that expertise far more effectively.
Tips for Making a Great Newsletter
- Focus on the Reader
This should be the cardinal rule for your newsletter. Too many companies look at a newsletter as a way to let customers know what is going on in their company—recent hires, new products, acquisitions, and so on. There’s one big problem with this strategy…nobody cares as much as you do about your company news.
Instead, think about your students and what they need. Then, identify where that intersects with what you know. Provide information that helps them become more successful agents. This type of service cements you in your students’ minds as their educator, and as a school with its finger on the pulse of the real estate industry. When it comes time to choose a CE provider, you will have built a relationship with past students that will be difficult for your competition to overcome, even with discounts.
- Harness Your Resources
Of course, not all of your newsletter content needs to come from you. In addition to your own expertise, consider sourcing the expert insight from your network of peers. This could include your school’s instructors or other friends in the real estate industry. If there are brokerages you partner with in your community, they would likely be very interested in providing content for your newsletters, in exchange for a link to their website’s recruiting page. The point here is…don’t get overwhelmed by the prospect of having to constantly say something new. You are likely surrounded by people who are more than qualified to contribute.
- Establish and Stick to a Frequency and Format
This is where most newsletter efforts fall down. People start with great intentions, but then life creeps in, and they get busy. A single newsletter by itself isn’t all that valuable. Newsletters really become valuable when there is consistent appearance and delivery over time. That’s when it becomes something in the mind of your students. Make an editorial calendar for the year. Map out your send dates and topics in advance. When you can, work ahead. This will ensure your newsletter delivery stays consistent, even when unforeseen circumstances threaten your best-laid plans.