I would check into doing an e-newsletter using a third-party service.  For around $300/year (depending on the number of recipients), you can send your clients a monthly update with customized links to your site, listings, events, etc.  Some providors offer deep content while others are a one page affair with one or two brief feature articles surrounded by your links and a personal message (I like that concept best).

As with anything to do with marketing, I think you need to carefully think about what your newsletter is meant to do.  Is it going into a "cold audience"?  Is it for past clients?  Is it designed to encourage a response-so that a closer, more trusting relationship evolves? Just exactly what kind of information will be included.. and how will you set it apart from other newsletters so that it is interesting enough to read and "pass around"?

IF you're going to all that effort, time, and expense, I think it will pay to honestly evaluate what it's purpose is before you commit. If you can't get people "involved" somehow, it's probably a waste of resources.

Among things you might want to consider:

1- pepper your newsletter with a little humor, along with trivia contests that offer reward for first correct call (movie tickets/ restuarant / Zoo admission, etc).

2- mention by name anyone who makes a referral... and thank them publicly in your newsletter.

3- create a "club".. for all those who have referred more than 3 clients... and invite the club to participate in FUN stuff... Events, Special "inside deals", etc.

The key.. build closer relationships with people.. so they know YOU better, trust YOU more, and are far more likely to refer friends and family to YOU.

A newletter that is boring, blatantly self promoting, and doesn't provide a reason for people to call is probably counter productive.

My first year in the business I created a custom newsletter for a "farm".  I created it from scratch, printed, stuffed, and mailed it myself.  Waited by the phone...no response.  I figured I threw $400 out the window.  

Five months later someone called who held on to it, I listed their property and sold it direct.  It was a new development and when I called the developer for assessment information, he asked if I would list his remaining 10 parcels.  Well, over the years (through repeat customers and referrals), I have already NET over $75K from this one newsletter....and still counting.

When creating the newsletter I was careful to provide only unique, useful, market specific information.  Many agents who send information use templates they do not customize, send recipes, etc.  Ask yourself what information would really be valuable and brand yourself.  

And be patient.  One newsletter is often not enough, but if it's really good, chances are someone is keeping you in mind.

I am with you Olga.  I have been looking at a single resource that can not only send newletters but also timely information for farming as well as prospecting.  My eyes are bloodshot from surveying all of the candidates I can find, but I too wish to be different.  Also I am looking to have the option of mailing and emailing.  Anyone with additional about this type of company, input would greatly be appreciated...........cpp

Bill,

I really enjoyed your comments and found them most helpful. I have never done a newsletter in real estate. I did them all the time when I had a gift shop for 9 years and people would tell me how they would stop everything to sit down and read it. It had the format you described with humor etc. I am thinking about doing those referral suggestions, in my area, their name in print will be BIG brownie points, thanks. I m gong to see if I can do something with P2 drip campaign, if not, I still have my old Publisher program and can do a 1 page newsletter, can it and email to all on my prospect list to get this going. Feeling really motivated right now....

I have been doing a newsletter to my 'sphere' for over three years and if one gets lost in the mail, I get a call from them to get them back on the list.  I also print about 30 extras and place them in local businesses, hair salon etc. I use resulti.com for the foldover four page newsletter. I then put in a front/back one page which is specific to my area.  All this is still only first class mail.  All this is e-mailed to a local printer and they assemble it for me. .02 for this part of the service. They print the whole thing for .20 cents, I label them and stamp them, fold them and tab them.  About 3 hours work once a month.

I list local businesses in a column called 'Random Acts of Kindness'  and I mail them a copy also.  The 'chef' will come out of the kitchen to thank me.  I also inculde stats for our market.  People love it.  Have I gotten business? YES, at least one referral for each newsletter.  I have a 'one liner' of short jokes.

My cost is less than .70 cents per household.

I link the foldover to my web page and I also e-mail the insert to all my e-mail prospect list.

Time:  I spend about 3 hours a month total on this.    

Is anyone doing just an e-mail newsletter?  I have built a list of almost 1,000 names from my drip e-mail and think this would be a great way to leverage it.