Dear AdMan: In surfing the web sites of other real estate agents - both local and national - I’ve noticed that some of them have an online newsletter that people can click on to read. My guess is that this same electronic publication is probably e-mailed to the agents’ buyers, sellers and prospects. I find the concept highly appealing since I enjoy the technology aspect and believe I could put an online newsletter together each month. However, I thought I would get your opinion first.
— Chad
Dear Chad: There are probably as many reasons not to publish electronically as there are to jump in and join this hot trend. But since the technology doesn’t scare you off, let’s explore the positive points of view:
• Message is current. From the time the writing is finished to the time an electronic publication is on readers’ screens is only seconds. A printed newsletter, on the other hand, may be dated by the time it gets to the readers.
• Printing details are avoided. Even the professional designers run into printing problems, so those who don’t work with commercial printers on a regular basis can often find the process frustrating. Bypassing the printer has its own appeal.
• It’s environmentally friendly. Using recycled paper was once the best method to show how we felt about our world. Letting the computer screen replace paper altogether says it even better.
• You get four-color. Assuming your readers have the hardware and programs necessary, graphics such as photos can appear in four-color. And the cost for achieving this normally expensive element is virtually free.
• Delivery money is saved. The post office is the loser here. The cost of moving a publication over commercial online services is split by you (to upload it) and the reader (to download it).
The two most important things to keep in mind — whether you are using a printed newsletter or an online one — are audience and message. If the people you are trying to reach (and impress) for your real estate business are as keen on the electronic media as you are, go for it. But never forget that the message you send is the significant element. Stay focused ... and good luck!