The good news about real estate prospecting letters is that they can be a cost-effective marketing tool for generating leads in and around your farming area. The potentially bad news about using prospecting letters is that the results they produce often fall short of expectations.
There are a lot of reasons for real estate marketing letters performing poorly, but the thing to keep in mind is that many of those flaws are correctable. In other words, if you take a close look at the content and appearance of your real estate letters, there are frequently changes, edits, and improvements you can make that will enhance your response rate and help you produce better results.
Here are a few often-overlooked tweaks you can make that can strengthen your marketing message and help you produce more responses from prospective clients in your farming area.
Tips For Improving Your Real Estate Prospecting Letters
- As an example: Real estate agent introduction letters often begin by saying something like this: “Hello. My name is John Q. Farmer, and I’d like to take this opportunity to introduce myself and my real estate marketing services to you.” While that wording may occasionally work to generate a real estate lead or two, a more engaging way to get your prospects to read your letter is by either starting out with a thought-provoking question or a statistic that potential clients will relate to. A strategy that does not occur to many real estate agents — but that can be more effective — is to introduce yourself in the second paragraph, instead of in the first sentence. That way, you’ve used a strategy to catch their attention and get them thinking about things like the potential pitfalls of choosing the wrong real estate agent or attempting to sell their home on their own. The next logical step in your real estate prospecting letter (or introduction letter) would be to spell out the reasons you are the best choice for helping them achieve their real estate goals in the most efficient and effective way possible.
- Prospecting letter tips: Avoid the temptation to throw together and send out a boilerplate prospecting letter that looks cluttered, poorly organized, impersonal, and unedited. Taking the time to carefully proofread and review your marketing message can have a positive impact on your response rate. Another fatal flaw of many real estate farming letters is a failure to include a persuasive “call to action.” In addition to urging prospects to contact you for a free comparative market analysis of their home, you might also want to encourage them to visit your blog or subscribe online to your free real estate newsletter featuring articles on home staging strategies, household energy saving tips, the latest real estate market trends, home security tactics, and/or how to choose a real estate agent who will best serve their needs. Note: If you’d like to have access to a collection of professionally written real estate articles on topics like home selling, home buying, home staging, and real estate financing, then check out this real estate marketing kit.* It features 260 relevant articles you can use in your own blog, newsletter, or web site. The kit also includes 320 real estate prospecting templates and marketing letters you can easily customize and send out to your farming area or email subscriber list. One resource that can be of immediate benefit to you and your real estate marketing efforts is the free sample of an expired listing prospecting letter that is featured on the website. More details, here.
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Key Takeaways and additional points about real estate prospecting letters:
- One formula for writing an effective real estate prospecting letter is to begin the message with an intriguing statistic, engaging question, or a statement that makes people sit up and take notice. The type of psychological response you want to elicit is something along the lines of “I didn’t know that!” or “Yes, that IS a concern of mine!” or “I can relate to what you’re saying!” or “Yes, that describes our situation perfectly!” From a sales standpoint, it’s beneficial to create a feeling of connection, agreement, or engagement as soon as possible in your message — whether it’s in an introductory letter, a real estate farming letter, or a expired listing prospecting letter.
- One strategy for increasing interest in your real estate marketing letter is to enclose a brief real estate newsletter and print a short blurb about it on the outside of the envelop to arouse curiosity or trigger interest.
- In addition to including the usual “call to action” in your real estate prospecting letter, such as “Contact me for a free comparative market analysis,” or “Call me if you’re thinking about putting your home on the market,” a good way to create more engagement and top-of-mind awareness is to encourage them to check out your latest blog post on a topic of interest to homeowners, such as home security tips, how to save money on energy costs, or “ten tips for selling your home faster”.
- Make your real estate prospecting letter as visually appealing as possible by breaking it up into several paragraphs and including as much “white space” as you can. Including several “bullet points,” like the ones in this list you’re reading, will also help pull in the attention of your prospects and enable them to digest your message more easily. If your letter looks too cluttered and long, then many people won’t have the patience or time to sift through all those words!
Stay tuned to this real estate marketing blog in the near future for more tips, strategies, and techniques for creating effective real estate prospecting letters, farming letters, and agent introduction letters. I’ll also include helpful sales and marketing tips, email marketing ideas, and strategies for creating an effective integrated marketing campaign in your real estate farming area.
If you’re interested in downloading a set of already-written real estate marketing letter templates and articles for your newsletter or blog, then visit “My Real Estate Letters.”
Contact me if you need optimized website content written or engaging blog posts created for your real estate website, newsletter, or blog
*Disclaimer: I am a compensated affiliate of a number of digital products and real estate marketing tools, such as real estate flyers templates, prospecting letters, templates for real estate agent introduction letters, short sale prospecting letters, FSBO prospecting letters, real estate open house letters, neighborhood listing announcement, invitation to home buyer seminar, new agent announcement, and real estate thank you letters.