If you’re a real estate agent or small team trying to actually reach your clients—not just toss canned emails into the void—this guide’s for you. Sending custom newsletters in Wiseagent can help you stand out, keep your name fresh, and actually provide value (instead of looking like every other agent in town). But Wiseagent’s newsletter tools aren’t always as straightforward as you’d hope. Here’s how to get your first custom newsletter out the door without wasting hours or pulling your hair out.
Why Bother With Custom Newsletters?
Let’s be blunt: most “drip campaigns” and mass emails end up ignored. The internet is full of generic “Happy Spring!” messages and recycled market stats. A custom newsletter—one you actually write and design for your clients—cuts through the noise. It lets you:
- Share local insights and listings
- Remind people you’re real (not just an email bot)
- Build trust over time
- Prompt replies and referrals
The catch? You have to actually make it yourself. But with a little setup, Wiseagent makes this pretty doable. Here’s how.
Step 1: Get Your List in Order
Before you even think about design or content, you need a clean, up-to-date list—otherwise, you’re just shouting into the void.
How to Do It:
- Import contacts:
If your clients aren’t already in Wiseagent, import them. Use a CSV if you need to. - Go to the “Contacts” tab, then “Import/Export.”
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Clean up your spreadsheet first: remove duplicates, fix broken emails, and make sure you actually want to send to everyone on the list.
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Segment your audience (optional, but smart):
Wiseagent lets you tag contacts. Use tags like “buyers,” “sellers,” “past clients,” or “VIP”—whatever means something to you. - This lets you send more relevant content later. For now, at least tag your active clients and sphere.
Pro tip:
Don’t overthink segmentation at first. Even a single, well-written newsletter beats a dozen hyper-targeted but bland ones.
Step 2: Draft Your Content (Keep It Simple)
You don’t need to be Hemingway. You do need to sound like a real person, not a robot. People can spot canned content a mile away.
What Works:
- Short updates about your local market (not just stats—add your take)
- Recent wins, listings, or stories (“Just helped a family find their dream home in X”)
- Quick tips for homeowners or buyers
- A genuine, personal note (not just “Hello valued client!”)
- One clear call-to-action (CTA): “Thinking about selling? Let’s chat.”
What to skip:
- Generic articles pulled from the web
- Overly promotional stuff (“BUY NOW!”)
- Giant walls of text
Pro tip:
If you’re stuck, open an email you’d actually read from another business. What grabs you? Steal that style. People want personality and usefulness, not perfection.
Step 3: Set Up Your Newsletter in Wiseagent
This is where Wiseagent’s email editor comes in. It’s not as slick as Mailchimp or ConvertKit, but it gets the job done.
Creating a Newsletter:
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Navigate to the “Marketing” Tab:
In Wiseagent, find “Marketing,” then click “Newsletter.” Ignore the templates for now—they’re mostly bland and dated. -
Click “Create New Newsletter”:
Give your newsletter a name. (This is just for you; your clients won’t see it.) -
Choose Email Editor:
Wiseagent offers a basic drag-and-drop editor and an HTML editor. - If you know HTML, use it for more control.
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Otherwise, stick to the drag-and-drop. Don’t try to get fancy with formatting; keep it clean.
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Add Your Content:
Paste in your intro, local updates, tips, and CTA. - Break up text with headings or bullet points.
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Add a photo or your logo, but don’t overdo images—too many can trigger spam filters.
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Include Your Contact Info:
Make it easy for people to reply or call. Wiseagent should auto-fill this, but double-check. -
Subject Line:
Write something specific and human. “May Newsletter” is boring. “Is it finally a buyer’s market in [Your Town]?” is better.
Step 4: Test (Don’t Skip This)
You’d be surprised how many newsletters look fine in the editor but break in real inboxes.
How to Test:
- Send a test email to yourself.
Check it on your phone and computer. - Are there weird fonts?
- Is the spacing off?
- Do all the links work?
- Check for typos and broken images.
- Ask a friend to look at it.
If they can’t skim it in 30 seconds, it’s too long or cluttered.
What to ignore:
Don’t obsess over pixel-perfect design. As long as it looks clean and is easy to read, you’re fine. People care about what you say, not what font you use.
Step 5: Choose Your Recipients and Send
Almost there. Now pick who gets this newsletter.
Sending Options:
- Select Recipients:
- Send to all contacts, or use tags to target a group.
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Avoid blasting it to cold leads or random contacts—you’ll get ignored or flagged as spam.
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Schedule or Send Now:
- Schedule for a weekday morning if you want higher open rates (Tuesdays and Wednesdays usually work well).
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Or just hit send if you’re ready.
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(Optional) Track Opens and Clicks:
Wiseagent’s tracking isn’t as detailed as some tools, but you can see basic open rates. Don’t get obsessed with the numbers—focus on replies and real conversations.
Pro tip:
Don’t send more than one newsletter a month unless you have something genuinely useful to say. If people start unsubscribing, you’re probably sending too much or being too generic.
Step 6: Follow Up and Improve
The real power of newsletters is in the follow-up, not the initial send.
- Reply to anyone who responds.
Even just a “Thanks!” can lead to business down the line. - Take notes.
Did people ask questions? Did you get referrals? Use this as fuel for your next newsletter. - Tweak your approach.
If nobody opened or replied, try a different subject line or include something more personal next time.
What not to worry about:
If you didn’t get a flood of replies, that’s normal. Most people read and move on. The goal is to stay top of mind, not go viral.
Honest FAQs
Is Wiseagent’s editor worth using, or should I use another tool?
Wiseagent’s built-in newsletter tool is fine for simple, text-heavy emails. If you want slick designs, advanced automation, or deep analytics, you might want to use a dedicated email tool (like Mailchimp) and just sync your contacts over. But for most real estate agents, keeping everything in one place is less hassle.
Can I automate newsletters in Wiseagent?
Sort of. Wiseagent has drip campaigns and scheduled sends, but it’s not great for highly customized, recurring newsletters. For most agents, manual monthly sends work better—you can adjust your message each time.
Do newsletters actually get read?
If you write like a human and keep it relevant, yes. If you send out generic stuff, probably not.
Keep It Simple and Iterate
Don’t let “newsletter” become another item on your endless to-do list. Start with a basic, honest update. Send it to your top clients. See what happens. Once you’ve done it once, it’ll get easier—and you’ll learn what your audience actually cares about. The key is showing up in their inbox with something worth reading. That’s what keeps you memorable, and keeps your phone ringing.