Marketing Real Estate With Prospecting Letters

Question: Can real estate prospecting letters be used to produce sales leads, increase name recognition in an agent’s real estate farming area, and generate inquiries from prospective clients?

Answer: The short answer is “yes!” Here’s the longer answer:  Real estate prospecting letters can and do accomplish all those things if they’re well written, targeted, and sent out as part of an integrated marketing plan. What that essentially means is that building “top of mind awareness” is an ongoing process in which one real estate marketing strategy reinforces another.

As an example, if you mail out one real estate marketing postcard to your farming area announcing a “just sold” or “just listed” property in the neighborhood, it may get noticed by a handful of people and produce a few phone calls. More importantly, though, you’ve begun the process of familiarizing people in your farming area with your name, your photo, and your proactive approach to marketing real estate listings.

Side note: Sending out real estate introduction letters, marketing postcards, or farming letters could be compared to planting seeds — which is probably why they’re called “farming letters”. Those individual contacts need to be nurtured, though, so they can grow into profitable client relationships.

 

 

 

 

 

Let’s say a few weeks later, you send out a real estate prospecting letter to the same group of homeowners, offering a free competitive market analysis — perhaps with an attention-catching blurb on the outside of the envelope, such as “Find out how much your house is really worth.”

Then, a month later, you sent out a real estate marketing newsletter updating your farming area on the latest news, trends, and relevant statistics in the real estate market. UPDATE: In my geographic area, for example, a local association of Realtors announced today that pending sales of new and existing single-family houses were 14 percent higher last month, than they were last year during the same period. This, coupled with a 16% decrease in local inventory, has created a “sellers’ market,” according to the association’s CEO. It’s exactly this type of timely real estate news that would be of interest to homeowners in your farming area — especially the ones thinking about putting their house on the market in the near future.

Real Estate Marketing Strategies

By sending out periodic real estate news letters — using postal mail and/or email — you’ll be positioning yourself as a source of credible and up-to-date information about the local real estate market. You can reinforce that image and expand your visibility by creating a real estate blog and posting articles to it at least once a week. You can either create a blog on your own website (contact your web hosting service if you have any questions about doing this) or you can publish blog posts through your Linkedin account and have it shared with everyone in your network. It’s also a good idea to share your real estate blog posts with your followers on Facebook, Twitter, Google Plus, and other social networks you post on.

So whether you’re mailing out real estate prospecting letters, publishing weekly blog posts, sending out real estate marketing newsletters to your farming area, or creating top-of-mind awareness through a real estate postcard marketing campaign, a combined approach to real estate farming is one of the most effective ways to get noticed and stand out from the crowd.

Visit my website for helpful tips on postcard marketing, social media marketing for real estate agents, business-building articles and real estate marketing strategies.




Ready-to-use Marketing Letters for Realtors
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Thanks for checking out my latest blog post on marketing for real estate agents and Realtors. Feel free to contact me at my email address if you have any comments, questions, or points of clarification.

–Joel
Freelance writer, blogger, marketing consultant
Email: prowriter30years@yahoo.com

 

 

 

 

 

 

*Disclaimer: My blog posts generally feature links to real estate marketing templates, email marketing services, relevant digital products, and prospecting letter kits for which I am a compensated affiliate.

New Real Estate Agent Introduction Letter Tips

Whether you’re new to the real estate profession or just new to a particular real estate farming area, introducing yourself is a key element to generating leads and attracting new clients. Real estate agent introduction letters have been a staple of real estate marketing plans since time immemorial (well, maybe not THAT long), and will continue to be a valuable marketing tool for the foreseeable future.

If real estate agent introduction letters are such a great way to kick-start a real estate career, you might wonder, then why do they produce such inconsistent results — sometimes bringing in just a small trickle of inquiries and responses?

 Boosting Response to Your Agent Intro Letters

There are a variety of reasons that some direct mail campaigns are more successful than others:

  • A common barrier to a successful marketing letter campaign is the envelope. When some people in your farming area sort through their mail, every day, they may not even open a letter that looks like it might fall under the category of contain so-called “junk mail.” In many cases, it will go straight to the recycling pile. Thanks, in part, to all those unwanted credit card offers we’re all inundated with, people are becoming increasingly resistant to unsolicited offers and commercial messages of almost any kind. (Okay, maybe that was a little bit of an editorial comment, there!). But, the important thing to keep in mind is that there are ways to circumvent the problem. One way is to avoid using printed envelopes emblazoned with your real estate logo or even revealing the fact that the letter is coming from a real estate agent. Obviously, you’re going to make that perfectly clear in the introductory letter, itself, but you don’t necessarily want to give people the opportunity to prejudge the value of the letter and dismiss it before even opening the envelope. Other tactics for getting prospects to actually look at your introductory letter is to print, stamp, or write some sort of attention-catching blurb on the outside of the envelope (Actually, writing anything on hundreds of envelopes would probably induce a major case of “writers’ cramp!”) What you say on the outside of the envelope is only limited by your creativity and imagination, but it should either arouse curiosity, mention a free enclosure inside such as a calendar or packet of garden seeds, or make reference to updates or developments in the neighborhood or local real estate market. Enclosing a one-page real estate newsletter can also be a value-added approach to getting prospects to open your envelope. Developing an email list through your real estate website or blog is yet another way to potentially increase the “open rate” of your new agent introduction letter. When you switch to email marketing, though,  you’re faced with a new challenge: writing an attention-grabbing “subject line” that will entice people to click on and open your email message! The bottom line, however, is this: It’s all doable, and it only takes a few extra minutes to implement strategies that will get your real estate marketing letters read and responded to. (Note: These so-called obstacles are only small hurdles on your way to the “finish line.”)
  • Another possible reason for a marketing letter or new real estate agent announcement letter to get a low response rate is a lack of engagement. In other words, is your real estate introduction letter engaging your recipients by either asking a question, citing a relevant statistic, or making a thought-provoking statement that would draw people into your message?
  • Thirdly, all effective real estate agent introduction letters need to include more than one “call to action.” As you probably know, a call to action is a clear suggestion, request, or invitation to contact you  — to either make an appointment to discuss their real estate needs or to simply “pick your brain” about the local real estate market, the process of putting a house up for sale, or to find out what they need to do to prepare their house for sale. A “call for action” can also be an invitation to check out your latest listings on your website, Facebook page, or real estate blog. Another strategy is to offer prospects a free comparative market analysis. As I’ve mentioned in other blog posts, a great place to reiterate your call to action — especially if it’s a time-sensitive offer or invitation — is a “P.S.” at the end of your real estate introduction letter. Whether your prospects are reading your letter word-for-word or just scanning it, their eyes will typically be drawn to a P.S., because there’s the perception that it contains an important reminder or afterthought.

 

 

 

 

 

Marketing Letter Templates, Ideas, and Samples

If you’re at a loss of what to say in an introductory letter, you can download 12 variations of new agent introduction letters at this website*. The real estate marketing website also features a free sample of an expired listing prospecting letter. By the way, there are several elements of that sample letter that can be adopted for use in a neighborhood letter introducing you as a new real estate agent in your farming area. Visit the site* for an array of useful real estate agent marketing tools and prospecting letter templates for agents and Realtors. The marketing kit includes the following templates, marketing materials, and relationship-building content:

  • Introduction letters
  • New real estate agent announcement letters
  • Farm area prospecting letters
  • 22 different marketing letter templates for FSBO prospects
  • Real estate prospecting letter targeting renters
  • Short sale prospecting letters
  • Home staging letters
  • Referral letters
  • Real estate agent thank you letters
  • Buyer letters and seller letters
  • Networking letters to other real estate agents, Realtors, brokers, and other professionals

This extensive marketing kit of real estate letter templates and marketing strategies also includes a collection of 260 professionally written articles to catch the interest of homeowners in your farming area, other prospective clients, and your real estate newsletter subscribers. Get more information, here.


 

Thanks for checking out my latest thoughts on real estate marketing, direct mail strategies, email marketing, and — more specifically — ideas for improving the response rate of your new real estate agent introduction letters.

Stay tuned to this blog for more new real estate agent tips, marketing ideas, and prospecting strategies.

–Joel
Freelance writer, blogger, marketing consultant
Email: prowriter30years@yahoo.com
Visit my website: Marketing Survival Kit

 

 

 

 

 

 

*Disclaimer: My real estate marketing blog posts often feature links to marketing templates, software, and/or digital products for which I am a compensated affiliate.

Why Use Prospecting Letters For Real Estate Marketing?

Some real estate agents produce successful results with real estate marketing letters, while others find it to be an exercise in futility. So if it’s not the marketing method itself that fails to generate the desired results, then why do some marketing letter campaigns produce a much higher response rate than others?

First of all, let’s put the topic of real estate marketing letters in context. Like any form of advertising or marketing, it’s not a guaranteed ticket to an “avalanche” of  inquiries, sales leads, or new clients. For example, if the email message or postal envelope isn’t opened,  then the real estate marketing letter won’t even see the light of day, so to speak!


 

Maximize Your Results From Real Estate Marketing Letters

So, how can you can you increase your chances of a successful outcome with your next real estate marketing letter campaign? Here are a few ideas to consider:

  • Start out with professionally written real estate marketing letter templates* to save time, avoid reinventing the wheel, and increase the probability that your farming letters and prospecting letters will generate leads and help you establish a connection with prospective clients.
  • Make use of simple, but effective graphic design elements, such as paragraph breaks, text bullets (like I’m using in this list), and the selective use of bold lettering, underlining, headlines and subheads, italics, highlighting, and other devices (when appropriate) to call attention to key points. It’s crucial to make your prospecting or real estate introduction letters look visually appealing — as opposed to cluttered, verbose, and uninviting.
  • Email marketing tip: If you’re sending a real estate marketing letter to your email subscribers, give some extra thought to creating an attention-catching, intriguing, or curiosity-triggering subject line. It also pays to include the recipient’s first name in the subject line, which can generally be accomplished with the use of web-based email marketing software.*
  • Include a clear “call to action” in your farming letters, email blasts, and real estate agent introduction letters. Tell your prospects what you’d like them to do — such as call you,  check out your latest listings online, stop by and say hello at an upcoming open house, visit your blog (mention the topic and make it enticing), and/or invite them to sign up online to receive your monthly real estate newsletter. Also, consider adding another call-to-action in a “P.S.” (strategically) located at the end of your marketing letter.
  • Don’t email or postal mail your real estate marketing letters until you’ve proofread them at least twice and made doubly sure your message flows smoothly and that it speaks directly to the prospects’ needs, objectives, and desires. Although you do want to make mention of your qualifications, experience, and marketing skills, the emphasis of your marketing/prospecting letter should be the advantages and benefits you can provide them as a trained, knowledgeable, and service-oriented real estate agent or Realtor.

There are a lot of variables, when it comes to launching any kind of real estate advertising or marketing campaign, but by keeping certain tactics in mind and avoiding common pitfalls of sending out prospecting letters, emails, and real estate introduction letters, you’ll enhance both the quality and quantity of your sales leads and inquiries.

Thanks for checking out my latest blog post on real estate marketing strategies, prospecting letters, and direct mail techniques. Stay tuned for more tips and tactics for marketing real estate.

–Joel
Blogger, freelance writer, marketing consultant
email: prowriter30years@yahoo.com

 

 

 

 

 

*Disclaimer: My blog posts often feature links to digital products, email marketing services, and real estate marketing templates for which I am a compensated affiliate.

What Makes Real Estate Marketing Letters Effective?

If you’re about to sit down in front of a computer screen and write a real estate marketing letter from scratch, I have good news: There is no need to reinvent the wheel!

Instead of wasting hours of unproductive time writing prospecting letters, you can download an entire collection of 320 marketing letters, client prospecting letters, and farming letters that can be used for a wide variety of marketing and networking purposes.

 

There’s also a free example of an expired listing prospecting letter, which provides you with the basic ingredients for communicating with prospective clients and generating inquiries, leads, and new client relationships. Although this marketing letter example is geared to expired listing prospects, it also contains a lot of verbiage that can be used in real estate prospecting letters, real estate agent introduction letters, and other types of marketing letters for real estate.

In addition to the sample real estate letters available on the website “My Real Estate Letters,” you also have the option of downloading some user-friendly real estate marketing software that can streamline virtually every aspect of writing effective real estate marketing letters. The marketing kit also contains a wide selection of ready-to-use real estate thank you letters, requests for referrals and testimonials, new agent announcements, new Realtor introduction letters, and prospecting letters targeting FSBO prospects, short sale prospects, and apartment renters.

Visit this site for the free real estate marketing letter sample (expired listing prospecting letter template). You’ll also find other marketing tools for real estate, including 260 client-oriented articles you can use in your real estate news letters, direct mail campaigns, and other real estate prospecting activities.

Effective Real Estate Marketing

Perhaps the most important element of effective real estate marketing is your level of personal commitment, motivation, and mental focus. Two books I’d recommend reading (and then rereading) are Think and Grow Rich by Napoleon Hill, and The Greatest Salesman in the World by Og Mandino.

One of the best pieces of success advice I every read was in a book, called The Confidence Gap, A Guide to Overcoming Fear and Self-Doubt, by Russ Harris. In the bookwhich I’m due to reread, myself –  he advises readers to clarify your personal values and then live by them. This relatively simple mental exercise can help strengthen confidence, motivation, and resolve. The author provides a free worksheet and guidelines for clarifying your values at his website.

Tips For Writing Effective Real Estate Marketing Letters

An effective real estate marketing letter should do at least three things: catch the attention of your prospects, establish the need for your services, and include a “call for action” that prompts the reader to call you, email you for more information, check out your latest blog post, subscribe to your email real estate news letter, or visit your website to peruse your latest real estate listings. One of the key ingredients to an effective real estate marketing letter is engagement.

Here are some tried and proven methods of increasing the number of prospects who actually open the envelope, look at the contents, and pay attention to the message in your real estate prospecting letter:

  1. Enclose a small, free gift inside the envelope, such as an imprinted packet of garden seeds or a small calendar displaying your photo and contact information. Recipients will be much more likely to open the envelope and read the message if it’s obvious that there’s more inside than just a sales letter. Printing or stamping a short blurb on the envelope about the free gift, neighborhood news, real estate market update, or important information inside can also help increase the response rate of your mailing.
  2. There are different schools of thought when it comes to the return address on the envelope and what information to include in it. However you decide to handle it, one thing appears to be certain: A return address that identifies the letter as being from a real estate agent, agency, or Realtor will tend to reduce the number of prospecting letters that are actually opened, read, and responded to.
  3. One way to help catch your prospects’ interest at the beginning of your real estate marketing letter is to ask a relevant or intriguing question. Other introductory “hooks” can include compelling statistics, updates about the real estate market, or a statement that underscores the solid advantages of working with a licensed real estate agent or Realtor when buying or selling a house.
  4. Adding a “P.S.” at the end of your real estate farming letter can often be an effective way to grab attention, reiterate your “call to action,” and increase your response rate.

Drafting a Real Estate Marketing Plan

Developing a real estate marketing plan is also a recommended idea. When you’ve taken the time to plan your marketing strategy and clarify your strengths, weaknesses, opportunities, and threats (SWOT), you’ll become more confident, proactive, and effective in building your business. A real estate marketing plan will help give you a competitive edge in the marketplace, improve your time management, and increase your productivity and momentum.

Thanks for checking out my latest real estate marketing ideas and strategies.

Stay tuned to this blog for more tips on real estate marketing letters, staying motivated, and maximizing your productivity as a real estate agent or Realtor.

Reminder: As a starting point to writing more effective real estate prospecting letters, take a look at the free sample of an expired listing prospecting letter* that I mentioned earlier. Although it’s geared to expired listing prospects, the template can be modified and used as the basis for a variety of other real estate marketing letters.

Best of luck in all your real estate marketing campaigns!

–Joel
Blogger, freelance writer for hire, marketing consultant
email: prowriter30years@yahoo.com

 

 

 

 

 

 

*Disclaimer: Many of my blog posts on real estate marketing tips and tools feature links to digital products, email marketing services, and real estate marketing templates for which I am a compensated affiliate. As a side note, some of the links I post are provided solely for informational purposes and as a helpful resource.

 

Getting Results From Your Real Estate Farming Letters

The analogy of tending to a garden or crop field (farming) is a perfect metaphor for being  a real estate agent or Realtor. When you stop and think about it, there are a lot of parallels between real estate farming and agricultural farming. Whether you’re cultivating crops or potential real estate clients, it’s necessary to adopt a patient, nurturing, and forward-looking mindset. (I took a closer look at this topic in a blog post I wrote for the website Real Estate Webmasters.)

As an example, it wouldn’t be too productive to plant some seeds in the ground, and then return a few months later hoping for an abundant harvest. It’s necessary to till the soil, add fertilizer, pull weeds, make sure the seeds receive enough water, and take measures to protect the seedlings from a variety of natural threats.

I don’t want to get all spiritual on you, but faith also plays a role in both real estate farming  and agricultural farming. There’s no guarantee that planting seeds — either literally or figuratively — is going to produce any results. However, when you infuse a feeling of faith and optimism into your farming efforts, your chances of a bountiful “harvest” are multiplied many times over. (It also helps to plant a lot of “seeds”!)

Another real estate tie-in with the idea of crop farming is the concept of “drip marketing.” To quote an article on Wikipedia, “The phrase ‘drip marketing’ is said to be derived from ‘drip irrigation’, an agriculture/gardening technique in which small amounts of water are fed to plants over long periods of time.” The Wikipedia article provides some excellent insights on the connections between drip marketing, lead generation, and effective business communication.

What is Drip Marketing?

Drip marketing is most closely associated with email marketing because of the ability to automate email messages. Web-based email marketing software, for example, enables you to set up a predetermined schedule for sending out a series of sales messages to your email subscribers, a system which can help automate and streamline your real estate farming letter campaigns. When you use email marketing services, such as Constant Contact, Mail Chimp, Campaigner, GetResponse, AWeber, and Fluttermail*, you can put a portion of your real estate farming efforts on “autopilot.”

Real Estate Farming Letters

If you need a series of real estate farming letters to use in your drip marketing campaign, you’ll find a large selection of prospecting templates at “My Real Estate Letters.” This versatile real estate marketing kit includes a series of prospecting letters and marketing letters for generating leads, inquiries, and real estate referrals. By downloading this real estate marketing tool to your computer, you can have instant access to professionally written letters for real estate agents and Realtors.

Visit the website* for more details and to check out a free sample real estate farm letter targeting expired listing prospects.

Those are a few of my thoughts on cultivating a real estate farming area using marketing techniques, such as email drip marketing, real estate prospecting letters, and direct mail marketing.

Good luck with your email drip marketing campaigns, and make sure to stay tuned to this blog for more real estate marketing strategies — as well as my main website: Marketing Survival Kit

–Joel
Blogger, freelance writer for hire, marketing consultant
email: prowriter30years@yahoo.com

 

 

 

 

 

 

*Disclaimer: My blog posts generally include links to digital products, marketing templates, and email marketing services for which I am a compensated affiliate.

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Real Estate Marketing Materials, Templates, and Tools

Whether you’re a new real estate agent or a seasoned Realtor®, there’s always room for more sales leads in your pipeline. Rather than going off in a hundred different marketing directions in your quest for more clients, why not focus on a few tried and proven methods, and then branch out from there.

To avoid some of the potential pitfalls of implementing new real estate marketing strategies, templates — such as open house flyers and prospecting letters — can help boost your productivity, generate inquiries, save you time and frustration.

Many Realtors and real estate agents excel  in the areas of salesmanship, negotiating the best deals for their clients, and problem-solving skills, but when it comes to sitting in front of a computer screen and writing an effective farming letter, referral request, or even a real estate thank you letter, they get bogged down.

Real Estate Prospecting Letters

The solution is to download a collection of professionally written real estate marketing letters that only require some minor tweaking and customization. That way, the hard work is already done for you, and all you need to do is insert the appropriate information in the designated spots and add your personal touches.

Visit this website* to get access to an extensive source of ready-to-use real estate marketing letters (320 letters) that can be used for dozens of different purposes and situations. It’s part of a client prospecting kit that includes the following real estate marketing tools.

  • New real estate agent introduction letters
  • Expired listing prospecting letters (free letter sample available)
  • Farming area prospecting letters
  • Short sale prospecting letters
  • FSBO real estate prospecting letters
  • Home staging letters
  • Referral requests
  • Real estate thank you letters
  • Prospecting letter offering free competitive market analysis
  • Letter to first-time home buyers
  • Prospecting letter targeting apartment renters
  • Open house invitations
  • Followup letters to potential buyers
  • Status reports, updates, and thank you letters to clients

When you order this kit of real estate letters, you also get 260 news letter articles you can use in your real estate email marketing program, direct mail campaigns, client welcome folders, open houses, home buyer seminars, and so on. For more details, visit “My Real Estate Letters*”.

Another real estate marketing tool that every Realtor and agent needs is real estate flyer templates. If you or an assistant has been designing real estate flyers that look a little, shall we say, “amateurish,” that could negatively impact your image and the marketability of your listings.

Real Estate Flyer Software

If you need a cost-effective marketing tool to solve this problem, there’s a kit of 53 real estate flyer templates* that are easy to use, professionally designed, and versatile. Visit Turnkey Flyers to view their gallery of real estate flyer designs and ideas. Their user-friendly real estate flyer software gives you the ability to create a real estate flyer in less than five minutes (Their online demonstration only takes about three minutes.)

 

 

Real Estate Flyer Maker

 

 


Real Estate Marketing Materials

Other real estate marketing materials that can help you project a professional image and instill confidence in your clients and real estate prospects include the following:

  • Professional looking real estate business cards
  • Real estate flyer boxes, flyer holders, and/or flyer tubes (available through Staples®, Amazon.com, etc.)
  • Real estate marketing postcards (Get free postcard marketing tips on my website)
  • Color brochures
  • Mailers
  • Greeting cards
  • Door hangers
  • Real estate marketing products and gifts (Real estate marketing idea: A unique and cost-effective real estate marketing idea that occurred to me while perusing a promotional products website is seed packets imprinted with your name on the back. It’s a great promotional item to enclose in real estate farming letters (no pun intended!). Although seed packets are not heavy or bulky, it will be obvious to the recipient that there’s something inside the envelope besides a sales letter. It will not only increase the “open rate” of your real estate farming letters, but it will also enhance the perceived value of your mailing and make you, as a real estate agent, more memorable.)

Thanks for checking out my latest real estate marketing blog post. Stay tuned for more strategies, real estate agent marketing tips, promotional ideas, and prospecting letter writing examples.

–Joel
Blogger, freelance writer, marketing consultant
email: prowriter30years@yahoo.com

 

 

 

 

 

 

*Disclaimer: Many of my real estate marketing blog posts feature links to digital products, real estate marketing materials, real estate letter templates, real estate news letter content, and email marketing services for which I am a compensated affiliate.

Is Real Estate Prospecting More Like Farming or Fishing?

A couple days ago, I wrote a blog post on the website Real Estate Webmasters, in which I compared real estate farming to agricultural farming. The analogy I drew is that both types of farming require patience, planning, and regular attention. Whether you’re cultivating crops or cultivating client relationships, sporadic attention or neglect will result in a negative outcome. So if you want your relationships with prospective clients to stay alive and grow — as opposed to “wither” and “die” — make sure to touch base with your farming area on a regular basis.

Lots of Fish in the Sea

The reason a fishing analogy may also apply to real estate prospecting is because the more “hooks” you have in the water, the greater your chances for landing a client. Then, of course, there’s also the metaphor of “casting a wider net.”

 

Having a lot of hooks in the water can include many different real estate marketing techniques, ranging from sending out postcards and real estate farming letters to expanding your Internet presence through blogging, email marketing, and website optimization (SEO). Social media marketing and video marketing strategies are other ways to extend your networking reach and increase online engagement.

Marketing Tools for Real Estate Agents

  • Real Estate Marketing Letters: There are dozens of cost effective ways to connect with prospective clients, as well as and existing ones, such as email marketing and direct mail marketing. Since time, patience, and energy are all precious commodities, it makes sense to have access to a ready-to-use collection of real estate prospecting letters that can be customized for first-time home buyers, expired listing prospects, FSBO prospects, former clients you’d like to reconnect with, and prospects in your farming area looking for real estate help to sell their home. If you’d be interested in a ready-to-use kit of real estate marketing templates, visit this website.* In addition to the dozens of real estate introduction letters, real estate farming letters, and real estate thank you letters it includes, the marketing kit also features a collection of newsletter articles you can publish and share with your email subscribers, as well as prospects in your farming area, and visitors to your real estate website. Even if you decide not to purchase the collection of 320 real estate letters and 260 newsletter articles in the marketing kit, the website features a free sample of an expired listing prospecting. That alone is worth the price of admission (which, of course, is free!). Simple click on the yellow “samples letters” button, and you’ll have immediate access to two real estate marketing letters: the expired listing prospecting letter and a real estate thank you letter.
  • Real estate email marketing tools: No real estate marketing plan is complete without some sort of email marketing strategy in place. Email marketing services, such as Constant Contact, Mail Chimp, GetResponse, AWeber, Campaigner, and Fluttermail* can be extremely helpful, if not indispensable, tools for automating your email marketing campaigns and effectively managing your subscriber lists.
  • Real Estate Flyers: Since image and presentation are everything — or at least close to it — it’s crucial to convey a professional and polished image. One of many ways to accomplish that is by distributing well-designed real estate flyers. Whether you’re planning an open house or an email marketing campaign, having a set of real estate flyer templates on hand can help you save time and make a positive impression on your prospects. To get a kit of 53 real estate flyer templates that you can customize and send out in just minutes, visit Turnkey Flyers*.

Stay tuned to this blog for more real estate marketing tips, prospecting strategies, and lead generation ideas.

Thanks for checking out my latest thoughts on marketing for real estate agents.

Best of luck with all your real estate marketing campaigns — both large and small!

–Joel
Blogger, freelance writer, marketing consultant
Email: prowriter30years@yahoo.com

 

*Disclaimer: Many of my real estate marketing blog posts contain links to digital products, real estate marketing templates, and email marketing services for which I am a compensated affiliate.

Templates and Prospecting Letters for Real Estate Agents

Although the cliche “Time is money” is a hackneyed one, there is more than a grain of truth in that saying. Productivity and success in the real estate business are the direct result of careful time management, a positive mindset, and a commitment to continually honing your skills and knowledge.

Having immediate access to a collection of professionally written real estate prospecting letters* doesn’t hurt, either!


 

Free sample letter: If you’d like to get some free tips (in the form of an example) on how to write a professional real estate expired listing lettervisit this site* and click on the yellow button that says “sample letters.” You’ll also have the option to purchase and download an extensive marketing kit for real estate agents, consisting of 320 real estate marketing letters and 260 articles you can use in direct mail campaigns, email newsletters, and real estate farming letter mailings. The articles can add value to your prospecting letter campaigns, and, if you reference them on the outside of the envelope, it can help increase the percentage of letters that are opened, read, and acted on.

 

 

 

 

 

 

Generate Leads From Your Real Estate Marketing Letters

In addition to printing, stamping, or writing (well, maybe not writing!) some sort of blurb or “teaser” on the outside of the envelope, here are a few ideas to help you increase the response rate to your real estate farming letters:

  1. A prospecting or marketing letter can often be more engaging if you start it off with a relevant question directed at your prospect– ideally one that elicits a “Yes” response.
  2. Another approach to drawing your prospect into the main body of the message is to make a dramatic statement about either the real estate market, the typical amount of time that a house remains on the market, or the pitfalls of a FSBO approach to selling a home.
  3. A real estate prospecting letter that is visually interesting will stand a much better chance of being read than one that consists of a big block of boring, disorganized text that doesn’t enable the reader to easily scan the message and pick out important points. Breaking up your marketing letter into several paragraphs is one way to accomplish that, but it also helps to use short bulleted lists and the selective use of elements like bold letters, underlined words, yellow highlighting, subheads, and italics. One word of caution: It’s really easy to overdo it with all those attention-catching devices I just mentioned, so a good rule-of-thumb to keep in mind is “less is more.”
  4. The cardinal rule of writing any sales letter or marketing material is to always include a clear “call to action” in your message and give your prospects several ways to contact you. (Different people have different preferences and “comfort zones.”)
  5. Another principle of increasing the response rate of your real estate marketing letters is to include a “P.S.” at the end of the letter. Even when people aren’t reading a farming letter word for word, their eyes will usually be drawn to the P.S toward the bottom. It’s a proven attention-catching device, and can often be a good place to reiterate or include another call to action.

 

 

 

 

 

Thanks for checking out my latest marketing ideas for real estate agents and Realtors.

Stay tuned to this blog for more tips and strategies for everything from real estate email marketing strategies to video marketing, real estate flyers, and postcard marketing.

Best of luck in all your real estate marketing campaigns!

–Joel
Blogger, freelance writer, marketing consultant
Email: prowriter30years@yahoo.com

BTW… If you haven’t done so already, don’t forget to take a look at the free sample of an expired listing real estate prospecting letter at the website “My Real Estate Letters.” (When you get there, click on the yellow button that says, “Sample Letters.”

One more thing before I wrap up this blog post…

More Real Estate Agent Marketing Tools*

If you’re looking for other marketing templates, prospecting ideas, or real estate marketing materials to support your sales efforts, these items* might be exactly what you need:

 

Until next time!

 

 

 

 

 

 

 

*Disclaimer: This real estate marketing blog features links to digital products, email marketing services, real estate marketing templates, and websites for which I am a compensated affiliate.

 

 

 

Boost the Effectiveness of Your Real Estate Marketing Letters

Sending out real estate marketing letters are not just a one-dimensional technique for generating leads and staying in touch with homeowners in your farming area. Direct mail techniques and email marketing can work in concert with other online and traditional strategies to increase your visibility, strengthen your name recognition in your farming area, reactivate old client relationships, build your reputation as a source of credible advice and information, and help brand you as consummate real estate professional — one that clients can trust and depend on for outstanding service. Here are a few tips for creating a cost-effective integrated marketing strategy, in which one technique tends to support and reinforce others.

Marketing Tips for Real Estate Agents

  • Quarterly real estate marketing newsletters: Information-laden bulletins sent out through the postal mail and/or email can be a great way to maintain “top of mind awareness” among your farming area, email subscriber list, and professional network. In order for it to be an effective real estate marketing tool, it should contain information, announcements, and updates that are useful, relevant, and timely. You might also want to experiment with the effectiveness of distributing newsletters on a monthly, rather than quarterly basis — perhaps in a more “capsulized” form. It all depends on your time and inclination, your ability to streamline the process, and the responsiveness of your mailing list. Using email marketing services, such as Constant Contact, Mail Chimp, GetResponse, AWeber, or Fluttermail* can help you automate the process of building a subscriber list, managing the list, and staying in touch with your real estate prospects and clients. If you need relevant content or article ideas for your newsletter, there’s a real estate marketing kit* you can download that includes 260 newsletter articles and 320 real estate marketing letter templates for creating real estate thank you letters, referral requests, agent introduction letters, open house invitations, letters to new parents with growing families, FSBO prospecting letters, short sale prospecting letters, expired listing prospecting letters, and other real estate marketing templates for generating leads, networking, and cultivating client relationships.
  • Developing a real estate blog and adding new posts and information to it twice a week can help you generate more visitors to your real estate website, and increase the number of inquiries and prospects in your pipeline. As is the case with publishing a real estate marketing newsletter, mentioned above, a real estate agent blog can position you as an expert in the local real estate market and help brand you as a credible source of information and advice. That can be a big step toward earning trust and credibility in your farming area. Blogs also have the potential to achieve high rankings on Google and the other search engines, which can potentially lead to a steady stream of Internet visitors to your website. (A rudimentary knowledge of search engine optimization (SEO) can help you achieve visibility on the major search engines, although the most important things you need to know about SEO are how to identify and use relevant, searched for “keywords” in your content and how (and why) to get other websites to link to your real estate blog and/or website.)
  • Real estate marketing postcards: Real estate postcard marketing tends to be an effective way to call attention to your “just listed” and “just sold” properties, and can also reinforce your name and face recognition in your real estate farming area. Real estate postcards are effective from a visibility standpoint, because there’s no envelope to open or “subject line” to click on. Prospects are going to at least take a quick look at your postcard when they’re shuffling through their mail, and if it’s a well-designed, well written direct mail piece, then interested prospects will take a closer look at it and contact you if they’re thinking of buying or selling a home. For helpful tips on marketing with postcards, check out a series of postcard marketing articles I posted on this website.
  • Real estate marketing flyers are also a component of a well-orchestrated real estate marketing campaign. In addition to the most obvious uses of real estate flyers (handing them out at open houses and making them available in brochure dispensers/flyer boxes), real estate listing flyers can also be distributed via email and can accompany your marketing letters and real estate agent introduction announcements. If you sponsor workshops and seminars for first-time homeowners — which can often be an effective marketing strategy — there’s a good chance that your attendees will be interested in your current property listings. For more information on real estate open house flyers, visit this page on my website for marketing tips and real estate flyer templates.
  • Public relations/media relations strategies for real estate agents: As someone who used to be actively involved in the public relations profession, I’d venture an educated guess that most people do not really know exactly what public relations is and what it entails. It’s true that one aspect of public relations for real estate agents is being seen at community events, shaking hands, schmoozing, and networking. However, an equally, if not more important, facet of public relations involves developing a relationship with the media and generating positive publicity for newsworthy announcements and the agent’s knowledge and expertise about the local real estate market. Two strategies for generating publicity are sending press releases to local news outlets — but only when you have something newsworthy to announce — and making it known to reporters, editors, and bloggers that you are an authoritative source of information on the real estate market (if that’s true) and are available for interviews, updates on the local real estate market, background information, and quotes for feature articles and news stories. Media relations is an underused, sometimes misunderstood real estate marketing strategy, and if you incorporate it into your overall real estate marketing plan, it can give you a competitive edge over real estate agents and Realtors who do not leverage the media to get free publicity and instant credibility.
  • Real estate video marketing is another marketing tool that is not being used to its fullest potential — or at all — buy many real estate agents. Whether you post real estate videos on YouTube, your website, or both, you’re going to attract and engage more prospective clients to your listings and your real estate services. Although a picture may be “worth a thousand words”, an online video has even more impact. If you take advantage of the power of real estate video marketing, you will have a decided advantage over other real estate agents who do not know how to do it or are unaware of its potential as a lead generation marketing tool.

So getting back to my original topic, which was how to get more mileage from your real estate farming letters and prospecting emails, there can be a lot of value in a well-planned integrated marketing strategy:

When your real estate marketing plan includes a variety of complementary strategies, you tend to create a synergistic effect, in which the momentum of the campaign can be greater than the sum of the individual parts.

In relationship to real estate prospecting letters: When people in your farming area have already heard about you in the media, through advertising, from direct mail, or via word of mouth, then they’ll have more of a tendency to pay attention and respond to your marketing messages than if you were unfamiliar to them.

This ties in with the sales principle that Dale Carnegie may have popularized decades ago, although it’s often attributed to other people. Although it’s logical and intuitive, we often forget that people tend to do business with other people who they know, like, and trust. So it pays to be known in the community and to be perceived as a real estate agent who is a not only an expert in their field, but is also trustworthy and likable (It sounds like a tall order to be all those things at once!) Personally, I think that the likability factor carries the most weight and comprises well over 33% of the equation.

As a side note, it can also be beneficial, from a public relations standpoint, to be associated with charitable events, fundraising drives, worthwhile causes, and volunteerism. Not only will you solidify relationships and enhance your image in the community, but the charitable cause you volunteered for benefits, too. (a win-win proposition!)

Marketing Tips for Real Estate Prospecting Letters

Many of my previous blog posts have focused on strategies for generating leads and producing more results from real estate marketing letters. However, I would like reiterate and elaborate on some of those key points:

  • Include lots of contact information in your marketing and prospecting letters, since different people prefer different modes of communication. Some prospects will feel more comfortable emailing or texting you, while others would rather visit your website, blog, Facebook page, Linkedin profile, or Google Plus page, first, instead of plunging right into a conversation. (They need to be “warmed up” a little bit.) My point is this: In general, people like a lot of different options, when it comes to contacting you or learning about you. While it’s not always necessary or advisable to spend a lot of time on social media marketing, it IS a good idea to have a social media “presence.”
  • Make your prospect the focus of your letter: In your real estate prospecting letters, try to avoid the temptation to make the letter all about you. The ideal farming letter strikes a balance between introducing yourself and focusing on how you can help your prospects sell their home and/or find another property that better suits their needs.
  • An essential ingredient: One thing that can render a real estate marketing letter ineffective is to forget to include one or more “calls to action.” Tell people what you would like them to do to respond to your letter, and make it as easy as possible for them to do so. An excellent place in your farming letter to reiterate your call to action is at the very end, too. If you include a “P.S.” or even a “BTW…”, there’s a good chance your prospects will notice it and read it.
  • First impressions count! Make your real estate prospecting letter visually appealing by breaking up your message into plenty of paragraphs and using bullet points to organize your information and call attention to individual points. Nobody likes to look at, let alone read, a page of continuous text that doesn’t have “white space,” bullet points, and a logical flow of information.
  • Edit and proofread… Avoid anything in your marketing letter that could look unprofessional or “annoying”, such as typos, factual errors, or excessive use of exclamation points (!!!!), bold words, italics, hard-to-read fonts, or too much underlining. Another cardinal sin of written communication is using ALL CAPS, except on a very limited basis. In emails, real estate letters, and websites, for example, ALL CAPS is the equivalent of SHOUTING at your audience! And speaking of alienating potential clients in your farming area, you may want to “tread lightly” or avoid making reference to things like political affiliation, religious affiliation, or even sports team favorites. Although it could work in your favor, depending on the target group, it could potentially backfire, too. When marketing your services to a heterogeneous group, you generally don’t want to risk alienating individuals or saying anything which could make them feel excluded. Of course, every target group or audience is different, so it’s best to approach things on a case-by-case basis and use your best judgement.

Thanks for checking out my latest opinions, thoughts, and observations on real estate farming letters, marketing tools, public relations, and real estate lead generation. I invite you to stay tuned to this blog for more information and insights on everything from real estate postcard marketing to online lead generation.

By the way, if you have any questions, don’t hesitate to drop me a line at prowriter30years@yahoo.com.

Best of luck in all your real estate marketing campaigns — both large and small!

–Joel
Freelance writer, blogger, marketing consultant

 

 

 

 

 

*Disclaimer: My real estate marketing blog posts feature links to digital products, templates, email marketing services, and other websites for which I am a compensated affiliate.

 

Prospecting Letters that Generate Real Estate Leads

The ideal scenario in real estate sales is to have one or more marketing campaigns in place that cause qualified prospects to contact you, rather than vice versa.

Imagine a steady stream of home owners and house hunters inquiring about your services, every day, in response to real estate postcard mailings, prospecting letters sent to your farming area, real estate listings on your web site, your monthly real estate email newsletter, referrals, a series of engaging blog posts you wrote and promoted, and other real estate marketing strategies.

Direct Mail Marketing Tips For Real Estate Agents

While it may take some time, legwork, and organization to get a productive pipeline like that working for you, sending out real estate prospecting letters can be one of several effective methods for “priming the pump” and generating real estate leads. In addition to mailing general marketing letters to your farming area, you can also focus on reaching out to specific segments of the marketplace by doing these kinds of targeted mailings:

  • FSBO real estate prospects
  • Expired listing prospects (View free sample letter here)
  • Short sale prospects
  • Apartment, condo, or house renters considering home ownership
  • Growing families (new parents) realizing the need for more bedrooms, bigger back yard, or a better school district
  • Retirees either looking to downsize OR to buy a vacation home
  • Executives or other professionals relocating to a new community
  • Past clients who might be ready to move or who might know someone looking to buy or sell real estate
  • Real estate investors or landlords in the market for income-producing property

By targeting your audience as much as possible and tailoring the prospecting letter message to the needs and wants of specific demographics, you’ll be increasing the likelihood of generating more qualified leads.

Real estate marketing tip: Experiment with different subject lines for your email promotions to increase your percentage of emails that are actually opened and read. The same thing applies to the “open rate” of your direct mail campaigns and farming letter mailing, which can often be improved by printing, rubber stamping, or even writing blurbs (“teasers”) on the outside of your envelopes.

By the way. . . When you use email marketing services, such as Mail Chimp, Constant Contact, AWeber, GetResponse, and Fluttermail, it’s usually possible to insert the recipient’s name in the subject line, a tactic that frequently results in a higher open rate.

Real Estate Marketing Tools*

There is a variety of real estate marketing templates, prospecting letter kits, email marketing software, real estate flyer template kits, and real estate postcard marketing ebooks you can download to help you improve your lead generation results, save time, and present a more professional image to your prospective clients.


Thanks for checking out my latest blog post on real estate marketing tools*, direct mail strategies for real estate agents, and email marketing tactics.

Feel free to contact me if you have any questions.

–Joel
Freelance writer, blogger, marketing strategist
Email: prowriter30years@yahoo.com

 

 

 

 

 

*Disclaimer: My blog posts on real estate marketing techniques and strategies generally feature links to digital products, marketing templates, and services for which I am a compensated affiliate.