Your past clients and your sphere are the easiest source of new business you have. They already know you, trust you, and have friends who will buy or sell soon.
The problem? Most agents either never email them, or send a generic newsletter that gets deleted in two seconds.
Here's how to send one people actually open.
1. Write a subject line that sounds like a person
Your subject line decides if your email gets opened. Skip "October Newsletter." Try something that feels personal or curious:
"What your home is worth this fall"
"3 things I'd fix before selling in 2027"
"My favorite new coffee spot in town"
Short, specific and human always wins.
2. Lead with something useful
Open with one helpful thing, not a list of your listings. That could be:
A quick market update for their area
A seasonal home maintenance tip
A local event they'll want to know about
When your newsletter is useful, people keep opening it.
3. Keep it short and easy to skim
Nobody wants to read a wall of text. Use:
A short intro in your own voice
Two or three sections with clear headings
One or two images
One main call to action
If it takes more than a minute or two to read, cut it down.
4. Show a little of your life
People want to hear from you, not a corporate template. Share a quick personal update, a favorite local spot, or a story from a recent closing. It's what makes your email feel like a note from a friend.
5. Give them one clear next step
Every newsletter should have one main call to action. Some ideas:
"Want to know what your home is worth? Reply and I'll send you a free estimate."
"Know someone thinking about moving? I'd love an introduction."
"Grab my free buyer guide here."
One clear ask works better than five.
6. Send it consistently
A newsletter only works if you send it regularly. Pick a schedule you can keep, like once a month, and stick to it. Consistency is what keeps you top of mind when someone in their life says, "We're thinking about selling."
Bonus: segment your list
If you can, separate your past clients, your sphere, and new leads. A past client wants a home value update. A new buyer lead wants to know what's on the market. Small changes make a big difference.
Want a branded newsletter that goes out every month without you writing it? Email marketing is part of our Full Brain package. Book a free strategy call to learn more.
