Getting Results From Real Estate Prospecting Letters

In order to be successful, Realtors and real estate agents need to be experts on the art and science of marketing — not only marketing their clients’ real estate listings, but also marketing themselves.

When you market yourself, which is an ongoing process, it’s necessary to keep three things in mind:

  1. In many cases, your prospective clients will choose a real estate agent on the basis of trust, familiarity, and likability. As Dale Carnegie and many other thought leaders in sales and marketing have stated countless times: “People tend to do business with other people they know, like, and trust.” Getting people to know, like, and trust you is a multi-step process that encompasses everything from the quality and quantity of your website content to traditional marketing methods, such as sending out real estate prospecting letters and doing face-to-face networking and making phone calls.
  2. “Persistence breaks down resistance.” I’m not sure who originally coined that phrase, but it was one of my father’s favorite aphorisms, and one I enjoy passing along to others.
  3. Success in real estate marketing begins with the creation and implementation of a cost-effective real estate marketing plan. While your real estate marketing plan does not have to be a 25-page document consisting of elaborate charts, diagrams, case studies, and market data, it’s very beneficial to create a working document that lists your marketing strategies, your goals, and a concise SWOT analysis. When you’ve identified your “Strengths, Weaknesses, Opportunities, and Threats,” you’re in a much stronger position to capitalize on your strengths and opportunities (and create a strategy for counteracting your weakness and competitive or economic threats.)

What Role Do Real Estate Marketing Letters Play?

Marketing letters, which can run the gamut from letters of introduction to expired listing prospecting letters, can be an important building block in the success of your marketing campaigns.

In a nutshell, here are some of the key elements of a well-rounded real estate marketing strategy — including real estate prospecting letters.

  • Real estate marketing letters, including — but not limited to — real estate farming letters, thank you letters, real estate expired listing letters, requests for referrals, and real estate introduction letters, can be a valuable lead generation tool. (There’s also FSBO prospecting letters, prospective first-time home owner letters, new agent announcement letters, and letters offering a free comparative market analysis to prospective clients.)
  • A strong online presence includes a professional-looking, easy-to-navigate website providing valuable, useful, and relevant information to property sellers, home owners, and house hunters. One thing that keeps coming up in my research on successful real estate marketing techniques is the importance of maintaining an active real estate blog — usually as part of your real estate agent website. Creating and developing an active blog helps attract prospective clients to your website, gives you a good reason to send out tweets and post announcements on Facebook, and presents you as a source of credible and useful information. NOTE: If you don’t have the time, inclination, or writing ability to update your blog on a regular basis, here are two alternatives: 1) Contact me about ghost-writing weekly 500-word blog posts for your web site. I have a lot of experience with this and would be happy to show you samples of the many real estate agent blogs I’ve contributed to. In addition to that, you’d also want to post your own blog posts about your new listings, ‘just sold’ properties, and other updates. 2) Another option is to download an already-written collection of 260 blog articles that would be of interest to homeowners, house hunters, and home sellers. These real estate-oriented articles for blogs and newsletters cover a variety of topics, including home buying, home selling, gardening, home maintenance, real estate financing, home security, holiday preparation, and much more. This collection of ready-to-use articles is part of a real estate marketing kit*  that consists of 320 real estate agent marketing letter templates and the 260 articles I mentioned. More info here. [Other aspects of a strong online presence can include elements like an active social media marketing plan, a video marketing strategy, and listings in leading directories and real estate marketing websites.]
  • The creation and distribution of timely real estate newsletters can help you achieve name recognition, credibility, ‘Top of Mind Awareness’, and a reputation as a knowledgeable source or information on local market conditions, real estate marketing, and the process of buying and selling a home. Real estate newsletters can be published on a monthly or quarterly basis, and can be an effective accompaniment to a real estate farming letter campaign. Perhaps the most cost effective method of delivering real estate newsletters is through e-mail distribution. You can even automate this process by using any of a number of different autoresponders and list management services. [One web-based email marketing service to consider is Fluttermail*.]

Those are a few of the elements of an integrated marketing plan which you may want to incorporate into your real estate marketing strategy. Stay tuned to this blog for more real estate prospecting ideas, marketing tools, and success philosophies!

Feel free to contact me if you have any questions or need help with blogging or website content development.

Thanks for checking out my latest blog post!

–Joel (prowriter30years@yahoo.com)
Freelance writer, business blogger, marketing consultant

 

 

 

 

 

*Disclaimer: I am a compensated affiliate
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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
Freelance writer, business blogger, 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
Freelance writer, business blogger, 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.

 

Tips and Examples for Writing Effective Real Estate Introduction Letters

One of the main reasons that many real estate prospecting and marketing letters fail to generate the maximum number of responses and inquiries is that the first sentence doesn’t engage the reader.

For example, if you’re writing a real estate agent introduction letter, you’re probably not going to catch your prospects’ attention by using the first sentence to introduce yourself. In most cases, it would be more engaging to ask a question, cite a statistic, or make a compelling statement in the very beginning of your introduction letter. Here are a few examples to consider for your next real estate farming letter:

  • Sample introductory paragraph: “If you’re considering selling your home in the near future, here’s a statistic you might want to keep in mind: Houses sold in March stayed on the market for an average of 47 days, according to the National Association of Realtors. Although there are dozens of variables that can affect how long it takes to find a buyer for your home, the one factor you have the most control over is the real estate agent you choose. When you enlist the help of a real estate professional who will hit the ground running and create a proactive marketing plan for your house, your chances of selling your home quickly increase dramatically. [Then, in the second paragraph, you can introduce yourself and list the reasons why you're the best real estate agent with whom to list their house.]
  • Sample introduction #2: Have you been thinking about putting your house on the market, but are petrified by the thought of choosing the wrong real estate agent — one who is all talk and no action, for example? While there are quite a few qualified real estate agents in this area, randomly choosing one can be a risky proposition. It’s a lot like the “box of chocolates” metaphor in the movie Forrest Gump: “You never know what you’re going to get.” [You can use paragraph two to introduce yourself and explain why your approach to real estate marketing is the one that would best serve their needs.]
  • Sample introductory sentence #3: There are a lot of potential pitfalls to selling a home in today’s real estate market, so it pays to choose a real estate agent who is both dedicated and knowledgeable.

While I’m not recommending that you use the exact wording of those sample openers — especially if they don’t reflect your personality or the current market conditions — I did want to give you some creative ideas on how to engage your audience with questions, thought-provoking statements, and even references to popular culture or quotes.

Marketing Templates for Real Estate Agents

If writing real estate marketing letters appeals to you about as much as sitting in the dentist’s chair for the next hour or two, then there IS an alternative. Visit the website “My Real Estate Letters” for a collection of prospecting letters, introduction letters, and networking letters that will save you both time and aggravation. Even if you’re not interested in downloading the real estate marketing kit they offer, the website provides a free look at two professionally written real estate sample letters, including an expired listing prospecting letter. Check it out, here.*

Thanks for stopping by my real estate marketing blog. Stay tuned for more prospecting ideas, real estate marketing strategies, and examples of creative ways to write real estate farming letters and other types of agent-to-prospect communications.

Contact me if you have any questions.

–Joel
Freelance writer, business blogger, marketing consultant
email: prowriter30years@yahooo.com

 

 

 

 

 

*Disclaimer: My blog posts feature links to websites and digital products for which I am a compensated affiliate.

 

Improve the Response Rate of Your Real Estate Letters

In spite of the multitude of online marketing options available to real estate agents, prospecting letters are still a tried-and-proven method of generating leads, increasing name recognition, and standing out from the competition.

As is the case with any kind of real estate marketing, there are a few hurdles to clear before you can arrive at the “finish line”. Whether your sending your marketing letters via email or the postal service, the potential obstacles to producing a response from your target audience are the same:

  • Getting Your Letter Opened: When you consider how inundated people are with emails, sales pitches, ads, and special offers of every description, it’s no wonder that a percentage of emails and real estate marketing letters and are never opened. You can reduce that number to a bare minimum by taking a few extra minutes to compose an intriguing subject line for your email marketing letters… or printing a brief blurb on the outside of your postal envelopes, one that would evoke curiosity or interest in what’s inside. It might take a little experimentation to discover what works best, but once you get in the flow of writing effective real estate marketing headlines, it should soon become second nature.
  • Engaging the Prospect: Once you get the prospect to open the envelope or email, you have a few short seconds to spark their interest and draw them into the message. There are a variety of ways to do this, such as asking them a question they can relate to, making a statement that establishes the need for your services, or quoting a compelling statistic or trend in the real estate market that might affect them.
  • Getting the Prospect to Take Action: One missing element in some real estate marketing letters and new agent introduction letters is a “call to action”. A good place for a second call to action is in the “P.S.” at the end of your real estate prospecting letter or email. Keep in mind that some people are more comfortable using email, rather than the telephone, to make an initial inquiry. Other real estate prospects may prefer to check out your website first, your latest blog post (if you mention it), or even your Facebook page before picking up the phone. So, in your farming letter or real estate introduction letter, make sure to give your prospects plenty of choices for contacting you, following up, learning more about you, joining your email list, or checking out your latest real estate listings. Make it easy and comfortable for them to respond to your “calls for action.”

That’s a quick overview of some of the potential sales hurdles you may face when sending out real estate farming letters, introduction letters, FSBO prospecting letters, and expired listing letters.

By the way, if you need an example to follow for composing a professional-sounding expired listing prospecting letter, visit a website called “My Marketing Letters” and click on the yellow “Sample Letters” button.

The website features a free sample of an expired listing letter, which you can use immediately to offer your services to potential clients in that target market. (Just add a few personal touches to the prospecting letter template, including the prospect’s name, your real estate designation, and your contact information.

BTW… Don’t forget to add a “P.S.” at the end of the prospecting letter to either promote your latest blog post, reiterate your interest in scheduling an appointment, or to encourage them to visit your website — preferable directing them to a webpage that features glowing testimonials from satisfied clients and/or photos of you (and clients) standing in front of “sold” signs. Testimonials, third-party recommendations, client success stories, and photos can have a lot of impact when trying to gain the confidence of new clients



Stay tuned to this blog for more insights into real estate marketing, lead generation strategies, and email marketing techniques for real estate agents.

Thanks for checking out my latest post!

Feel free to contact me if you have any questions.

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

 

 

 

 

 

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

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Generate Leads With Real Estate Prospecting Letters

While I do not believe real estate prospecting letters are the be-all and end-all of real estate marketing tools, I do view them as a vital ingredient in a well-rounded real estate marketing plan. Although I’m a big believer in the power of the written word, I’ve seen a lot of sales letters that are anything but powerful! By keeping in mind the following marketing tips, your real estate farming letters will have a much stronger chance of being responded to.

 

 

 

 

Success Tips for Real Estate Prospecting Letters

  1. First of all, consider printing a short slogan, “teaser”, or curiosity-triggering blurb on the outside of the envelope to encourage your prospects to open it and look inside. If you’re distributing your real estate prospecting letters via an email marketing service, then take a few extra minutes to write an attention-catching subject line to the e-mail. The process of infusing prospects with enthusiasm and interest begins from the moment they begin sorting through their postal mail or email in-box. Always keep in mind the “AIDA” principle of marketing, which is one of the core concepts of advertising, marketing, and sales. Here’s an overview of the sales process: Your first objective is to attract your prospects’ ATTENTION. Once you’ve cleared that initial hurdle, you’re in a good position to produce the next two desired responses, both of which happen on a psychological or emotional level: INTEREST and DESIRE. Your ultimate goal, of course, is to inspire ACTION, which can run the gamut from having them call, email, or text you… to motivating them to visit your blog, website, or open house event. In writing your real estate prospecting letter or e-mail marketing letter, always remember that your prospect has one question in their mind as they read your message: “What’s in it for ME?!” (If you fail to answer that question to their satisfaction, you’ll probably fail to inspire them to follow up with you on your letter.)
  2. The appearance of your marketing letter will fall into one of two categories. It will either be inviting or off-putting (and I’m not talking about a golf outing). If your real estate prospecting letter is cluttered, full of typos and bad grammar, or accentuated by too many exclamation points!!!!… an preponderance of  underlined phrases, an excessive use of bold lettering, or –and this is the worst offense of all– AN EXCESSIVE USE OF ALL CAPS (which looks like you’re shouting at them), then there’s a good chance your farming letter will be tossed in the recycling bin before they’ve gotten past the first paragraph!
  3. Don’t forget to leverage the “P.S.” in your real estate prospecting letter! Many people have a tendency to notice and read post scripts at the end of a letter — especially if they’re just visually scanning the message — so don’t miss out on the opportunity to reiterate a key benefits,  include a “call to action,” or introduce an element of urgency, scarcity, or future uncertainty.

By incorporating those three core concepts into your marketing strategy, your real estate prospecting letters will tend to be more results oriented and effective.

 

 

Thanks for checking out my latest marketing strategy ideas, relative to real estate prospecting letters, farming letters, and real estate email marketing.

Stay tuned to this blog for more marketing tips, marketing templates, and lead generation ideas for real estate agents and Realtors.

–Joel
Real estate marketing blogger, freelance writer, marketing strategist
email: prowriter30years@yahoo.com
Visit my website: Marketing Survival Kit, today!


 

*Disclaimer: I am a compensated affiliate of the real estate agent prospecting letter templates and other digital products and services mentioned in this blog.

 

 

Real Estate Letters Can Serve Many Purposes

As someone with a background in integrated marketing communications, I have no doubt that real estate marketing letters can be an important element of a successful marketing campaign. Not only can a well-written real estate letter help introduce you to your farming area, but it can also facilitate client referrals, business relationships, and create top-of-mind awareness.

Creating top-of-mind awareness is one of your most important real estate marketing strategies, for the simple reason that you want your prospects and professional contacts to think of you first when the services of a good real estate agent are needed. That’s why it pays to develop a cost-effective marketing plan that includes everything from developing a Web presence to distributing prospecting letters, real estate marketing postcards, email newsletters, or even press releases. One of the first steps to launching a successful real estate marketing campaign is to develop a marketing plan.  A real estate marketing plan can  include some or all of the following components, as well as other strategies and techniques I’ll mention in future blog posts.

  • Networking with other professionals: When you stop and think about it, there are a lot of potential contacts in your community who can help steer real estate business in your direction. Some real estate agents find it productive to send networking letters to other professionals, such as loan officers, mortgage brokers, CPA’s, title company reps, insurance agents, financial planners, apartment managers, property managers, landscapers, contractors, and anyone else you can think of who provides services to home owners, sellers, and/or buyers. (Face-to-face networking is also a crucial ingredient to any successful real estate agent marketing plan.)
  • Marketing real estate with newsletters: Although email newsletters can be a more cost-effective way to stay in touch with your contacts — as compared to distributing printed newsletter copies through the postal service — an occasional “special edition” mailed to your farming area can help enhance your image, increase name recognition, and build your reputation as a source of helpful, authoritative information. Topics in a real estate letter could include energy saving tips, home safety reminders, property maintenance, cost reduction ideas, home staging tips, moving and relocation checklists, security tips, and other snippets of helpful information for home owners, sellers, and others on your mailing list. If you need professionally written articles that you can easily insert into real estate newsletters, blogs, websites, and emails, there’s a software product you can download that includes 260 ready-to-use real estate agent articles and 320 real estate marketing letters. Having access to this user-friendly real estate marketing kit can streamline the process of lead generation, real estate prospecting, sending out real estate thank you letters, handling client followup, and cultivating professional relationships. More details here.*
  • Offer workshops for first-time home buyers: Buying a new home, arranging financing, and handling the countless choices and decisions required can be pretty intimidating for first-time home buyers. By offering educational workshops for a small, targeted group of potential clients, you can not only offer a valuable free introductory class on home buying, but you can also get an inside track on becoming their real estate agent of choice. Workshops can be offered either at your office, a local community room, or even remotely, as a webinar. By the way, you can publicize home buyer workshops through a variety of means, including press releases, blog posts, Facebook, Twitter, Linkedin, email blasts, flyers, postcards, word of mouth, cost-effective advertising, and other marketing tactics.

Stay tuned to this blog for more real estate prospecting tips, marketing plan ideas, client communication tools, and marketing strategies.

Thanks for checking out my latest blog post.

Wishing you the best of luck in all your real estate marketing campaigns!

–Joel
Marketing blogger, freelance writer, journalist
email: prowriter30years@yahoo.com

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

 

 

 

Real Estate Prospecting Letters and Tools That Generate Leads

Whether you’re talking about the effective use of real estate prospecting letters or other forms of generating leads, it pays to be an eternal optimist. However, persistence and optimism only go so far if you’re barking up the wrong tree or traveling east looking for the perfect sunset.

So in your quest to generate as many qualified real estate leads as possible, what are some good strategies and ideas to keep in mind that will help you get the best return on your time and marketing costs? Here are a few suggestions that will help you avoid some common,,but avoidable pitfalls that many real estate agents tend to encounter:

  1. Don’t reinvent the wheel. Since time is money and eternal optimism has a limited shelf life, avoid the trial-and-error approach to real estate marketing, as much as possible. One way to save time, avoid frustration, and increase your productivity is by using real estate sales letter templates. That way, you don’t find yourself sitting in front of a blank computer screen waiting for your marketing letter to start writing itself. If writing effective real estate letters is not your forte, then starting with a professionally written template can help you avoid the energy-draining process of trying to create a persuasive, targeted letter that will capture your prospects’ attention and prompt them to take action — like picking up the phone, sending an email inquiry, visiting your Facebook page, reading your latest blog post, stopping by your open house this weekend, or whatever action you’d like them to take.
  2. Target your audience and customize your message. One of the least effective approaches to mailing out real estate farming letters or conducting and email marketing campaign is to attempt to be all things to all people. Keeping in mind that people like to be treated as unique individuals rather than one of many recipients of a mass mailing, it makes sense to segment your email list and send targeted mailings to postal mail prospects.
  3. Capture email addresses of interested real estate prospects who visit your website or blog. You can accomplish that by auto-responder form that is typically offered by many email marketing services, such as Constant Contact, AWeber, GetResonse, MailChimp, Fluttermail, and many other email marketing options. One of the many advantages of using a comprehensive email marketing service is that it includes an opt-in system, which assures that prospects who receive your email messages actually requested and confirmed that they want to be on your list. Opting out is usually as easy as clicking on a link or two, so that virtually eliminates complaints related to people receiving unwanted emails.
  4. Increase your visibility and name recognition as much as possible. Even before social media marketing came along, there were dozens of ways to increase your visibility, make your name more recognizable, and generate low-cost publicity. Now, with the availability of all kinds of online real estate marketing tools, the possibilities are only limited by your comfort zone, your budget, and your Internet marketing savvy! Online real estate marketing examples run the gamut from real estate video marketing and text marketing to social media marketing methods, such as Linkedin, Facebook, Twitter, Pinterest, and Instagram. Obviously, it’s not practical to do it all, unless you hire a social media marketing freelancer, agency, or employee to handle social media campaigns for you. Many real estate agents can’t justify the expense of doing that, but with all the cost-effective real estate marketing strategies available to you, an all-out social media marketing campaign is not necessary.
  5. Build relationships with letters. Making full use of your email subscriber list, along with sending out the occasional postal mail prospecting letter, can help cultivate ongoing relationships and boost your top-of-mind awareness in your farming area and beyond. In addition to sending our holiday greetings and periodic newsletters, you can also stay in touch with your current and prospective customers by providing local real estate market updates, property maintenance tips, home staging suggestions, just-listed or just-sold announcements, and even lists of trusted home improvement contractors — provided you’re really confident in their ability to consistently provide great service, quality, and value.

If you need professionally written content for real estate prospecting letters, referral requests, thank you letters, seasonal “stay in touch” letters, open house invitations, holiday greetings, energy saving tips, letters targeting renters, FSBO prospecting letters, and expired listing prospecting letters, then check out this website.* I’ve been affiliated with them for more than ten years, and I know they provide a valuable resource for real estate agents, Realtors, and agencies.

Thanks for checking out my latest blog post on real estate marketing ideas, marketing tools, and prospecting letters.

Stay tuned for more ideas and marketing strategies in the very near future!

–Joel (prowriter30years@yahoo.com)

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*Disclaimer: My blog posts feature links to products, services, and websites for which I am a compensated affiliate.

4 Tips for Improving Real Estate Agent Introduction Letters

Like any aspect of sales & marketing in real estate, mailing out marketing letters to your farming area is a “numbers game”. In principle, the likelihood of generating qualified leads through direct mail marketing increases with the number of introduction letters or postcards you send out.

If you don’t have the time, patience, or writing ability to start from scratch, real estate marketing letter templates can be helpful for getting the ball rolling.

Some Realtors and real estate agents prefer crafting their own own real estate marketing letters to make their message uniquely their own. If you’re among that group, here are four tips to keep in mind to help maximize your results:

  1. Make your letter visually appealing by breaking up the letter into paragraphs and bullet points. The selective use of headlines, subheads, italics, underlining, and bold lettering can provide visual interest and call attention to important information. One caveat to keep in mind is that all those techniques can easily be overused, which will have the opposite of the intended effect. One stylistic device that I intentionally left out of the above list is using ALL CAPs. While some real estate agents may use all caps in their e-mails and introduction letters, it usually has the effect of SHOUTING at your prospect. With rare exceptions, it’s better to resist the temptation to use all capitals in your marketing letters, real estate marketing newsletters, or any other form of communication.
  2. Include a “call to action.” Make it easy for your prospects to find your contact information and give them a couple different options (email, cell phone, website, etc.). Directly suggesting or requesting that people call, e-mail, or text you for more information will help increase response rates to your real estate marketing letter. That generally applies to real estate postcard marketing, web-based real estate marketing, real estate advertising, newsletters, and e-mail marketing. If you don’t tell your prospects what action you want them to perform, such as calling you, then they’re more likely to do nothing.
  3. Edit and be concise. One good rule of thumb in writing real estate introduction letters, newsletters, or even website content is: Use short sentences, avoid jargon and hard words, and don’t say something in 25 words when you can say the same thing in 14. Most people have short attention spans and would prefer that you get to the point as soon as possible. As soon as you lose your prospects’ interest, the letter gets tossed into the recycling bin–assuming they’re environmentally conscious.
  4. Focus on benefits. The only thing your potential clients really want to know is what you can do for them. Whether they’re property buyers, sellers, FSBO prospects, or expired listing prospects, they just want to know how you can help them solve a problem, accomplish a goal, or move on to the next phase of their lives. Also–and you probably do this when you show a home to prospective buyers–if you can help people visualize or emotionally experience the benefits of what your offering, then you’ll do a better job of capturing their interest. It’s like the old advertising maxim: “Sell the sizzle, not the steak!”

If you’re interested in more real estate advertising and marketing ideas, check out these articles I’ve posted on my website, Marketing Survival Kit.

Thanks for checking out my first in a series of blog posts on direct mail marketing for real estate agents, techniques for writing engaging real estate sales letters, and tips for creating an effective integrated marketing campaign.

Consider bookmarking or following this blog for future posts and updates.

–Joel
Business ideas blogger, marketing strategist, freelance writer
email: prowriter30years@yahoo.com

*Disclaimer: I am a compensated affiliate of real estate marketing letter templates, real estate flyer templates, and software, marketing services, and informational products.