One of the biggest concerns for Realtors who publish their own email newsletter is determining the type of content that will gain interest from their readership. After all, real estate agents who engage in this endeavor want prospective buyers and sellers to open their newsletter and thus be reminded that the agent is their local real estate expert. Ideally, readers should find the content so interesting that they will even forward the newsletter to their friends or relatives who might be prospective clients as well. This "viral marketing" often leads to a profitable source of income for agents.

An important first step is to determine what is of interest to your readers. Put yourself in their shoes. Here are some questions to ask yourself:

• What real-estate related topics are of interest to my target market? Is it mortgage rates? Property values? Equity loans? Closing costs? The escrow process? How appraisals determine market value? A piece of legislation that could affect property taxes?

• Why types of questions have you and your associates been asked lately? These may indicate an interest in understanding the escrow or loan process, for example, or how a local school bond might affect future property values. Is a major road improvement scheduled to begin soon, and what impact could that have on local residents? Are new zoning laws being considered? Is a new shopping center or theme park planned for the area? Maybe its what to do in the event of an earthquake.

• Is there a real estate issue that is costing your clients money? Do you have a solution or suggestion on how to handle this problem? Maybe its termite season. Is there a new regional development on the horizon, such as cable Internet? Perhaps your readers would be interested in knowing how to do simple home repairs or where to get assistance.

• Do you have any new business programs or services to introduce to clients? Or, use your newsletter to explain the direct benefits of an existing program.

• Are there any promotional offers (e.g., no closing costs for the next 30 days!) that you wish to communicate to your market?

The point is, there are a multitude of relevant subjects about which plenty of information is available. All you have to do is scratch your head and think a little. Look in the local newspaper to get ideas or brainstorm with other people in your office. Surf real estate sites on the Web. Ask your clients what they would like to see in a newsletter. Use your imagination and the ideas will come quickly.

Al Kernek

Al Kernek has thirty years of hands-on marketing experience in both Fortune 500 firms and entrepreneurial start-up companies. He has an extensive background in marketing, Internet marketing and the use of e-mail newsletters to promote products and services.

His credentials also include a master's degree in business management, numerous courses in high-tech marketing, plus many industry and company awards for outstanding achievement.

A licensed real estate broker, Al has also published a book for real estate agents interested in email newsletters. Another book, "Put Your Business Online," is directed towards small businesses and entrpreneurs as well.

Among his many interests is a passion for bike riding along the California coastline, good mystery and horror novels, and charitable works. Al is a Toastmaster who resides with his wife and an assortment of critters in San Diego, California.