I send frequent market updates about Central Florida Real Estate to all my current clients, potential clients and past client. The #1 complaint I hear from expired listings is "She never called us, she never kept in touch with us!"
I want my sellers to be up to date on market changes. I'm selling THEIR home, shouldn't they know how the market is doing? The best and easiest way to do this is with market updates. It enables my clients to understand why I'm doing what I'm doing. Graphs work great. They tell the whole story in one single picture, no need to weed through tons of numbers.
I export my numbers from my MLS into Excel. I use the $/sqft approach. I highlight the SOLD properties in green, ACTIVES are yellow, EXPIREDS are red and my client's listing is blue. My list is ascending with the lowest $/sqft on top. They can see in a split second how they rank. If their blue line is within the green section, they're good! If it's not, then we might have to talk about an adjustment.
I also preview new listings in my clients immediate neighborhood. The MLS gives me numbers but I do not want to rely on another agent's remark in the MLS describing a 10 year old kitchen as "newer". I want to see for myself. I want to be able to tell my clients that the listing that looks like a fierce competition to them on paper is not nearly as neat and updated and ready to move in as their own listing. I try to include a short description for every listing I have previewed. I also include a short paragraph of how my market is doing in general and add deadlines for taxes and a short calendar of events for my area.
I try to approach FSBO's in my client's neighborhood to find out how much they are selling for, what their features and terms are. I do include them in my market update but I make sure they are marked as FSBO.
I package all that information in a template I have created. I use Microsoft Publisher (so much easier to work with than Word) and then convert it into pdf files. My updates are ready to be attached to emails AND can be printed for snail mailing.
Some clients want to hear from me once a week, some don't want to be bothered that often. I ask my clients about their preferrence when I take their listing and I make sure that they will hear from me once a week if that's what they asked me to do.
I follow up on my emailings and mailings with a phone call on Mondays.
Below is the template I use for Market Updates as well as monthly newsletters:

Andrea Mills - "Central Florida Real Estate - Be Your Seller's Partner" Copyright 2008 *All Rights Reserved
This article was originally posted on http://sebring.activerain.com/