---
name: real-estate-newsletter
description: "Creates real estate market update newsletters with local data analysis, buying/selling tips, and featured listings."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Real Estate Newsletter

## When to Use This Skill

Use this skill when you need to:
- Write a monthly or biweekly real estate newsletter for your contact database
- Present local market data in an engaging, non-technical format
- Include buying or selling tips that demonstrate your expertise
- Feature active listings and recent closings

**DO NOT** use this skill for property listing descriptions, market analysis reports, or social media content. This is for email newsletters sent to your real estate database.

---

## Core Principle

YOUR NEWSLETTER KEEPS YOU TOP-OF-MIND SO THAT WHEN SOMEONE IN YOUR DATABASE IS READY TO BUY OR SELL, THEY THINK OF YOU FIRST — DELIVER VALUE EVERY ISSUE, NOT JUST LISTINGS.

---

## Phase 1: Newsletter Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Market area** | "What city, neighborhood, or region do you cover?" | No default — must be provided |
| **Audience** | "Who is on your list — buyers, sellers, investors, past clients, all?" | Mixed — all contacts |
| **Frequency** | "Monthly, biweekly, or weekly?" | Monthly |
| **Market data** | "Share recent market stats — median price, days on market, inventory." | Will use general market language if no data |
| **Featured listings** | "Any active listings or recent sales to highlight?" | None — will structure without |

**GATE: Confirm market area and audience before drafting.**

---

## Phase 2: Newsletter Structure

### Standard Issue Layout

```
## [Your Name/Brand] — [Month] Real Estate Update

### 1. Personal Note (2-3 sentences)
[Brief, warm opening. Reference something seasonal, local, or personal.
Not about real estate — this humanizes you.]

### 2. Market Snapshot (3-5 sentences + data)
[Key stats with plain-language interpretation. What do the numbers mean
for buyers? For sellers? Make data accessible.]

### 3. Featured Article (150-250 words)
[One educational tip, guide, or insight. Rotate topics: buying tips,
selling prep, market trends, home improvement, local events.]

### 4. Featured Listings / Recent Sales (2-3 properties)
[Brief descriptions with photos and key details. Include both active
listings and recent closings as social proof.]

### 5. Local Spotlight (2-3 sentences)
[Highlight a local business, event, restaurant, or community news.
Shows you know and love the area.]

### 6. CTA
[One clear call-to-action — not three. "Thinking of selling? Reply
for a free home valuation."]
```

---

## Phase 3: Content Creation

### Market Snapshot Template

```
## [Area] Market Snapshot — [Month Year]

**Median home price:** $[amount] ([+/-X%] vs. last year)
**Average days on market:** [X] days ([+/-X] vs. last month)
**Active inventory:** [X] homes ([up/down] from [X] last month)
**Homes sold this month:** [X]

**What this means:**
[2-3 sentences interpreting the data for your audience. Example:
"Inventory is tightening, which means sellers are in a strong position.
If you've been thinking about listing, this spring market could be
your sweet spot for maximum offers."]
```

### Rotating Article Topics

| Month | Topic Category | Example |
|-------|---------------|---------|
| January | Market predictions | "What I Expect from the [Area] Market This Year" |
| February | Buyer tips | "3 Things Every First-Time Buyer Should Know Right Now" |
| March | Selling prep | "The 5 Upgrades That Actually Increase Your Home's Value" |
| April | Market update | "Spring Market Is Here — What the Numbers Tell Us" |
| May | Home improvement | "Weekend Projects That Boost Curb Appeal" |
| June | Local guide | "My Favorite Summer Spots in [Area]" |
| July | Investment | "Is Now a Good Time to Buy Investment Property?" |
| August | Back to school | "Best School Districts in [Area] — A Parent's Guide" |
| September | Fall market | "Why Fall Can Be the Best Time to Buy" |
| October | Seasonal home care | "Your Fall Home Maintenance Checklist" |
| November | Gratitude / year review | "What I'm Grateful for This Year (and Market Year in Review)" |
| December | Predictions / planning | "Planning a Move in the New Year? Start Here" |

### Writing Style

- Write like you are emailing a friend who happens to be curious about real estate
- Use "you" language — "If you are thinking about selling..." not "Sellers should consider..."
- Keep paragraphs to 2-3 sentences
- Include one personal touch per issue — it builds connection
- Avoid industry jargon — say "how long homes take to sell" not "DOM metrics"

---

## Phase 4: Delivery & Optimization

### Email Best Practices

| Element | Best Practice |
|---------|--------------|
| Subject line | Include the area name and a hook: "[Area] Home Prices Just Hit a New Record" |
| From name | Your first name, not your brokerage |
| Send time | Tuesday or Wednesday, 9-10 AM local time |
| Length | 400-600 words total — scannable in 2-3 minutes |
| Images | 2-3 property photos, 1 headshot, keep file sizes small |
| CTA | One primary CTA per issue |
| Unsubscribe | Always include — it is legally required and builds trust |

### Metrics to Track

| Metric | Target |
|--------|--------|
| Open rate | 25%+ (real estate average is 20-25%) |
| Click rate | 3-5% |
| Reply rate | Track informally — replies mean engagement |
| Unsubscribe rate | Under 0.5% per send |
| Leads generated | Track monthly — attribute inquiries to newsletter |

---

## Anti-Patterns

- **All listings, no value** — a newsletter that is just a listing dump gets ignored. Lead with useful content.
- **Inconsistent sending** — skipping months kills momentum. Commit to a schedule and stick to it.
- **Data without interpretation** — "Median price is $450K" means nothing without context. Tell them what it means for THEM.
- **Too long** — newsletters over 800 words get abandoned. Be concise.
- **No personal voice** — if it sounds like it was written by a corporate marketing team, it will not build a relationship.
- **Multiple CTAs** — "Call me to buy, sell, invest, or refer a friend" dilutes every message. One CTA per issue.

---

## Recovery

- **No market data available:** Use general regional trends and anecdotal observations from your own transactions.
- **Small database:** Start sending anyway. Quality beats quantity. A 200-person list with 30% open rate beats a 5,000-person list with 5%.
- **Low open rates:** Test different subject lines, try a new send time, and make sure you are providing value, not just self-promotion.
- **Nothing newsworthy:** Feature a local business, share a home maintenance tip, or write about a trend you are seeing in showings.
- **Feeling repetitive:** Rotate content categories monthly. Survey your list about what they want to read.
