My 4 step system to crushing newsletter marketing as a Modern Loan Advisor

I love traffic.

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And no - not the kind that makes you hate your commute.

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The kind that builds your business.

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We can break down that traffic into 3 categories:

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TRAFFIC WE RENT: Organic followers on social media.

TRAFFIC WE LEASE: Paid leads (Zillow, etc.).

TRAFFIC WE OWN: Transacted Database & Email List. 

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And today, I ‘m going to dive deep into that last one.

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Owning your traffic isn’t just about control; it’s about having direct access to your audience, so you’re not at the mercy of changing algorithms or costly ads.

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Because, I don’t know about you, but I don’t trust Mark Zuckerberg. 

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These are the people who know you, like you, trust you, and most importantly, listen when you speak. 

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They're your past clients (ahem: current clients) your peers, referral partners – your email list is gold. 

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But in the words of Voltaire (not from Spiderman lol)...

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“With great power comes great responsibility.”

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This means engaging your list with intention and consistency – so how do we do that?

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Email Newsletters (just like this one you’re reading)

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They’re powerful tools for delivering value, branding yourself as an expert, and staying top of mind, all while building trust. 

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Here are the 5 key ingredients to make them effective:

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1. An Attention-Grabbing Subject Line: First impressions matter, this is like the hook for a video and substantially increases your open rate. 
2. Informative Content: Keep it relevant and packed with value. 
3. Brevity is King: Value their time. Aim for a 5-minute read or less, keep it to ONE topic. 
4. Strong CTA: Always include a call-to-action. What's the next step for your reader?
5. Consistent Delivery: Timing is crucial. Opt for weekend or early week mornings delivery. 

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For us LOs, we typically have two main audiences: B2B and B2C.

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Our B2Bs are people like Realtors, Financial Advisors, Accountants, Attorneys, Insurance… people who refer us business, essentially. 

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I like hitting them 1x a week with relevant industry news, value-based topics, sales tips, etc. 

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AND it allows me to go into my Voice-to-Voice phone power hours with confidence as I have already sent something specific of value in advance. 

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It’s a “pre-suade” before I persuade.

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Then there’s B2C: our leads, prospects, customers, clients. People who give us business. 

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You don’t want to overwhelm them - so I aim for 1x a month at first, at then bi-weekly, with market updates, story selling, success stories, educational content and such. 

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You can also build up your subsription count by teasing your Social Media audience the week by posting run up content. 

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For example, talking about the most effective questions top producing Realtors deploy at listing consultations on a Reel and having the CTA be something like:

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 “I dive more deep into this topic in my newsletter this week, keep an eye out or sign up to receive them. Link in bio to subscribe.” 

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This is a pretty helpful cycle for overall content creation – if I have no idea what my newsletter should be, but I have a whole lineup of social content, I’ll just cherry pick one I can elaborate more on email (and vice versa). 

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As for other ways to boost newsletter creation… I’ve got a 4-step process for that. 

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Step 1: Ideate & Batch Topics

• Invest 30 minutes every morning for consumption 
• Bookmark 5-7 go-to news websites
• Create an email folder: “Articles for Content”
• Look into social media trends/hot topics
• Who have you helped recently that you can story-sell about 
• Aim to jot down 2-3 ideas daily

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Step 2: Create Your Template

News-Based Template:

• Intro/personal message
• National trending headline
• Local real estate update/trending topic
• Rate update 
• Link to value bomb/playbook/scripts 
• Hyperlink to recent IG & YT videos
• CTA (if appropriate)

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Value-Based Template:

• What problem are you solving? 
• Explain why most people fail or are struggling
• Share what is working for you or others
• Explain why this is important to the reader
• Provide a bulleted list of takeaways at the end
• CTA: Call-to-Action

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Step 3: Create Your Subject Line

Think of it as your “hook” to draw the reader in. It has to elicit curiosity, pique interest, or create excitement.

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Boring examples:

• Tony’s Mortgage Update
• Weekly Update 4-26
• Your Mortgage Minute

Better examples:

• The Top 3 Things Thriving Realtors Are Doing in 2024
• Don’t Make These 3 Homebuyer Mistakes
• This Database Strategy Will Generate 10 Seller Leads

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Look back at the kinds of articles and emails that got you to click – you’ll learn a thing or two. 

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Step 4: Edit Your Newsletter

Measure Twice, Cut Once 

• Re-read it twice to check for spelling and grammatical errors
• Use a free editing tool like Grammarly
• Make sure all hyperlinks are working

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5 Questions to Ask Yourself

• Have you added appropriate visuals?some text
  • Avoid text-heavy newsletter formats 
• Are sentences concise, grammatical, and understandable?
• Did you stick to the main topic?
• Did you deliver what is promised in the headline?
• Would YOU read this? 

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Owning your traffic isn't just a strategy; it's the backbone of sustainable growth. 

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If you're not already building your empire with newsletters that pack a punch… get to work.

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I gave you the formula. Now it’s your turn to execute. 

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Stay driven, stay consistent, stay relevant.

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- Amir

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