The Realtor’s Guide to Starting a Consistent Email Newsletter (and Why You Need One)

In real estate, relationships are everything — but staying top of mind takes more than the occasional phone call or pop-by. A consistent, well-crafted email newsletter is one of the smartest and most cost-effective ways to build trust, demonstrate expertise, and drive repeat and referral business. Whether you’re keeping past clients in the loop, educating future buyers, or positioning yourself as a local market authority, email newsletters help you stay connected at scale.

Here at The Orlicki Group we have a weekly email newsletter called the Market Buzz that you can sign up for here, and a monthly newsletter that goes out to all contacts in our database. We have roughly a 48% open rate and 3% click rate on both newsletters which are great results but the key aspect of this… we’re sending it regularly and staying top of mind.

If you haven’t launched a newsletter yet (or if you’ve let yours gather digital dust), it’s time to build this powerful touchpoint back into your realtor marketing plan. Let’s break down four key steps to get started the right way — and keep it going.

Define Your Audience and Goals

Before you write a single subject line, you need to define who you’re communicating with — and why. Are you nurturing first-time buyers, staying in touch with past clients, or positioning yourself as the go-to expert for luxury listings? Your audience will shape your newsletter’s tone, content, and style.

Next, get crystal clear on your newsletter’s purpose. Maybe you want to highlight your active listings and open houses, educate subscribers about the local market, or simply share valuable homeowner tips to stay relevant between transactions. A newsletter should never feel random; it should feel purposeful and consistent, reinforcing your brand and providing genuine value to your subscribers.

Consider grouping your contacts into simple categories, such as past clients, prospects, and sphere of influence. You can tailor different segments of your newsletter with slightly different messaging if your email platform allows it, keeping everyone engaged and interested in what matters to them most.

For more ideas on nurturing relationships, check out marketing strategies from the National Association of Realtors.

• Action Item: Make a quick list of your audience segments (for example: past clients, prospects, first-time buyers) and write one sentence about what you want each group to gain from your newsletter.

Pick a Newsletter Platform

Don’t let the tech side hold you back — modern newsletter platforms are easier than ever to use. Solutions like Mailchimp, Constant Contact, or Active Campaign offer pre-designed templates, contact list management, and scheduling features to help you deliver polished newsletters, even if you don’t have a design background. Here at The Orlicki Group we use Active Campaign for our CRM and our email marketing platform. See if your CRM has an internal newsletter tool before looking outward to streamline things and make your life a whole lot easier.

Look for a platform that allows you to:

• Segment your audience

• Personalize subject lines

• Schedule in advance

• View reporting on opens and clicks

Many tools start free or at a low monthly cost, so there’s no excuse to delay. Pick a system that you feel comfortable with, then stick with it for at least three months to build a rhythm and measure results. If you feel overwhelmed by features, start small with one list and one simple template, then add more advanced tools later.

For more guidance on choosing the right email marketing platform, HubSpot has a great guide to email marketing software that breaks down the options.

• Action Item: Sign up for a free trial of one newsletter platform this week or open up your CRM’s email marketing tool and test sending yourself a sample campaign to get familiar with the system.

Create Valuable, Consistent Content

The fastest way to lose your audience is to make your newsletter all about you — rather than serving your readers. Great newsletter content balances helpful information with market updates, timely news, and a sprinkling of your personality. Think of it as a conversation, not a sales pitch.

Mix up your content with:

• Market trends and recent stats

• Buyer and seller tips

• Home maintenance reminders

• Community spotlights or upcoming local events

• Success stories or client testimonials

Realtors who share value beyond listings tend to keep subscribers engaged and eager for the next edition. Consistency is key — even if it’s short, make sure it goes out on a regular schedule. A simple monthly newsletter is far better than an erratic blast every few months.

For a library of ideas to help you brainstorm, explore Mailchimp’s email newsletter content tips.

• Action Item: Draft a simple 3-month content plan with a rough theme for each issue (for example: local events, homeownership tips, market insights) so you’re never stuck on what to write next.

Commit to a Schedule and Measure Results

A great newsletter is only effective if it actually shows up regularly in your audience’s inbox. Consistency builds familiarity and trust. Whether you send your newsletter monthly, twice a month, or weekly, pick a schedule you can realistically maintain, and then stick to it.

Beyond scheduling, tracking performance matters. Look at open rates, click-through rates, and subscriber growth each month. These metrics tell you what resonates, which topics are popular, and where you might need to adjust. Consistent measurement helps you sharpen your strategy over time.

If you’re not sure what numbers to track, Campaign Monitor’s email metrics guide is an excellent starting point to understand benchmarks.

• Action Item: Block time on your calendar today to send your first newsletter within two weeks, and set a reminder to review open rates after your first send to see what’s working. If you need help or accountability, connect with us. We’re happy to assist!

Launching a consistent newsletter is one of the smartest long-term moves you can make as a real estate professional. It keeps you connected, builds trust, and positions you as the agent clients remember when it’s time to buy, sell, or refer a friend. By defining your audience and goals, choosing the right email platform, creating valuable content, and committing to a regular schedule, you’ll have a system that works for you month after month.

Don’t let overthinking or tech overwhelm stop you from taking action — start simple, stay consistent, and build from there. Your future clients (and your business) will thank you for it.

If you’d like more support with planning or optimizing your realtor marketing strategies, our team is here to help — reach out today and let’s build your brand together!