Sun and Sand Communications - Newsletter Tips

Why a Newsletter?

1. A newsletter is an opportunity to
keep your name and contact
information in front of prospects,
customers and past clients.

2. It gives you the opportunity to impart
something of value to your market
base. Whether a recipe, helpful tip or a
value added service, if it is of value to
the receiver, it will be remembered,
used or retained. This helps in keeping
your name in front of your market.

How Best to Use Newsletters

1. How long should newsletters be used?

Newsletters, like all marketing campaigns,
need to be used frequently, consistently and
for a minimum amount of time.

We have found from personal experience in
using our own letters, that it takes about a
year of consistent mailing to start receiving
consistent response to the letters. While we
got responses off of the first mailings we ever
did, the consistency increased the longer we
sent them out.


2. What makes a newsletter effective?

We have found from our experience that
whatever is sent out needs to compel the
receiver to respond. If the receiver responds
to the sender, then a bond is established that
is a link stronger than the initial name and
contact information.

Offering a service such as a "Free Market
Evaluation", or "Home Analysis" is a way to
give the receiver something that is not
threatening and gives the sender a chance to
strengthen/further the relationship.

Offering a "prize" for being the first to
correctly answer the trivia question, is
another way to compel the receiver to
respond. If the prize is enticing (i.e. movie
tickets, or gift ticket to a well known or
desired restaurant) the response rate
increases.

Finally, offering recipes in a letter, while not
as compelling as the above options, still gives
the reader a reason to keep the letter, and
hence keeps the sender's name and contact
information readily available.

Marketing Psychology
Do's and Don'ts!

Marketing in real estate tends to be more successful when
it is more personal and related directly to the end user.

Those receiving marketing materials need to get something
they can relate to without being intimidated. The personal
touch while maintaining professionalism communicates to
the receiver an approachability while ensuring confidence
that the sender can and will do an excellent job in providing
the services offered.


Marketing 101
Stay in front of your audience!!

Consistence is the MOST important thing you can do. Get
something out there on a minimum of EVERY month. It
doesn't always have to be a newsletter, but to keep
consistent name recognition, it helps if the same type of
thing comes every month.


Marketing 102
Give your audience something to remember!

Whether it is a great recipe or a trivia question that
challenges them in a fun way and offers a great prize, give
them a reason to keep you on their mind!


Marketing 103
Make your audience want to call you!

Whether it is to answer that trivia question, or to ask for
some free information or service that you have offered,
make it easy and desirable to give you a call.


Marketing 104
Comfort your readers!

Assure your audience that you respect them, their privacy
and their desires. Let them know you do not share their
information with anyone else, that you will not pester them
and that anything you offer is truly free, no strings attached.