If you’re looking to generate more repeat and referral business, there’s one tool that should be at the top of your list: a digital newsletter. It’s cost-effective, easy to distribute, and most importantly—it keeps you top of mind. To make it impactful (and isn’t regarded as spam by your Sphere on Influence), you need the right content. Here are the essential elements that will help you connect with your sphere and drive more business:

1. A Real Estate Education Moment

Every newsletter should include something interesting and educational about real estate. Think of this as your chance to answer a question your clients didn’t even know they had. Topics like “What happens during a home inspection?” or “Why are there still multiple offers in this market?” provide value, reinforce your expertise, and help your readers feel more informed and empowered. If you can teach, you can lead—and that’s what your sphere wants from you.

2. Market Data That Matters

Everyone wants to know what’s happening in the market—whether they’re actively buying, thinking about selling, or just curious homeowners. Share a few key stats each month: inventory levels, median prices, average days on market, and mortgage rate trends. Use your MLS or local board reports to grab this data and present it in a simple, digestible way. Even better, add a quick sentence or two explaining what the data means for homeowners right now. This positions you as the real estate authority in their world.

3. Featured Listings

Visual content is powerful—and real estate photos are some of the most engaging. Include featured listings in every newsletter. Ideally, these are your own listings. But if you don’t have any active properties, borrow a listing from a colleague in your brokerage (with permission) and feature it instead. Choose homes that are eye-catching or unique, and include a short description and link to learn more. This keeps your audience dreaming, clicking, and thinking of you when it’s time to make a move.

4. A Local Connection

Finally, consider including a local highlight or community event. Whether it’s Red’s Opening Day in Cincinnati, Zoo Blooms at the Cincinnati Zoo, or a neighborhood farmer’s market, share something that brings people together. It’s a subtle but powerful way to remind your readers that real estate is local – and that you are their neighbor, too. This section brings warmth, relatability, and a touch of humanity to your newsletter.

The Outcome

We’ve seen this formula work firsthand. At The Chabris Group, our agents send our newsletter to their database and are converting twice as many sales from their sphere than the market average. That’s not theory—that’s proof.

If you’re not already sending a newsletter like this, now’s the time to start. And if you want help building one that works, reach out. I’m happy to share examples, ideas, and strategies to make it easy and effective.