Give Your Real Estate Prospecting Letters a Tune-Up

The good news about real estate prospecting letters is that they can be a cost-effective marketing tool for generating leads in and around your farming area. The potentially bad news about using prospecting letters is that the results they produce often fall short of expectations.

There are a lot of reasons for real estate marketing letters performing poorly, but the thing to keep in mind is that many of those flaws are correctable. In other words, if you take a close look at the content and appearance of your real estate letters, there are frequently changes, edits, and improvements you can make that will enhance your response rate and help you produce better results.

 

Here are a few often-overlooked tweaks you can make that can strengthen your marketing message and help you produce more responses from prospective clients in your farming area.

 

Tips For Improving Your Real Estate Prospecting Letters

  1. As an example: Real estate agent introduction letters often begin by saying something like this:  “Hello. My name is John Q. Farmer, and I’d like to take this opportunity to introduce myself and my real estate marketing services to you.” While that wording may occasionally work to generate a real estate lead or two, a more engaging way to get your prospects to read your letter is by either starting out with a thought-provoking question or a statistic that potential clients will relate to. A strategy that does not occur to many real estate agents — but that can be more effective — is to introduce yourself in the second paragraph, instead of in the first sentence. That way, you’ve used a strategy to catch their attention and get them thinking about things like the potential pitfalls of choosing the wrong real estate agent or attempting to sell their home on their own. The next logical step in your real estate prospecting letter (or introduction letter) would be to spell out the reasons you are the best choice for helping them achieve their real estate goals in the most efficient and effective way possible.
  2. Prospecting letter tips: Avoid the temptation to throw together and send out a boilerplate prospecting letter that looks cluttered, poorly organized, impersonal, and unedited. Taking the time to carefully proofread and review your marketing message can have a positive impact on your response rate. Another fatal flaw of many real estate farming letters is a failure to include a persuasive “call to action.” In addition to urging prospects to contact you for a free comparative market analysis of their home, you might also want to encourage them to visit your blog or subscribe online to your free real estate newsletter featuring articles on home staging strategies, household energy saving tips, the latest real estate market trends, home security tactics, and/or how to choose a real estate agent who will best serve their needs. Note: If you’d like to have access to a collection of professionally written real estate articles on topics like home selling, home buying, home staging, and real estate financing, then check out this real estate marketing kit.* It features 260 relevant articles you can use in your own blog, newsletter, or web site. The kit also includes 320 real estate prospecting templates and marketing letters you can easily customize and send out to your farming area or email subscriber list. One resource that can be of immediate benefit to you and your real estate marketing efforts is the free sample of an expired listing prospecting letter that is featured on the website. More details, here.

By the way, if you need professional, easy-to-use real estate flyer templates (for open houses, direct mail campaigns, new listings, and real estate flyer dispensers), you can request a free sample or purchase an entire set of open house/real estate listing flyers at Turnkey Flyers.*

 

 

 

 

 

 

 

Thanks for letting me share my latest thoughts on marketing strategies, real estate prospecting letters, email marketing, and direct mail techniques.

Stay tuned for more real estate marketing ideas!

–Joel
Freelance writer, business blogger, marketing consultant
Feel free to email me if you have any questions, comments, or inquiries.

Key Takeaways and additional points about real estate prospecting letters:

  • One formula for writing an effective real estate prospecting letter is to begin the message with an intriguing statistic, engaging question, or a statement that makes people sit up and take notice. The type of psychological response you want to elicit is something along the lines of “I didn’t know that!” or “Yes, that IS a concern of mine!” or “I can relate to what you’re saying!” or “Yes, that describes our situation perfectly!” From a sales standpoint, it’s beneficial to create a feeling of connection, agreement, or engagement as soon as possible in your message — whether it’s in an introductory letter, a real estate farming letter, or a expired listing prospecting letter.
  • One strategy for increasing interest in your real estate marketing letter is to enclose a brief real estate newsletter and print a short blurb about it on the outside of the envelop to arouse curiosity or trigger interest.
  • In addition to including the usual “call to action” in your real estate prospecting letter, such as “Contact me for a free comparative market analysis,” or “Call me if you’re thinking about putting your home on the market,” a good way to create more engagement and top-of-mind awareness is to encourage them to check out your latest blog post on a topic of interest to homeowners, such as home security tips, how to save money on energy costs, or “ten tips for selling your home faster”.
  • Make your real estate prospecting letter as visually appealing as possible by breaking it up into several paragraphs and including as much “white space” as you can. Including several “bullet points,” like the ones in this list you’re reading, will also help pull in the attention of your prospects and enable them to digest your message more easily. If your letter looks too cluttered and long, then many people won’t have the patience or time to sift through all those words!

I invite you to visit this real estate marketing blog again for more tips, strategies, and techniques for creating effective real estate prospecting letters, farming letters, and agent introduction letters. I’ll also include helpful sales and marketing tips, email marketing ideas, and strategies for creating an effective integrated marketing campaign in your real estate farming area.

If you’re interested in downloading a set of already-written real estate marketing letter templates and articles for your newsletter or blog, then visit “My Real Estate Letters.”

Contact me if you have any questions and/or need engaging blog posts written for your real estate website, newsletter, or blog. I’d be happy to provide you with links to samples of my writing that are now appearing on dozens of real estate agent websites.

 

 

 

 

 

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*Disclaimer:  I am a compensated affiliate of a number of digital products and real estate marketing tools and services referenced in this blog, such as real estate flyers templates, real estate agent website development services, prospecting letters, templates for real estate agent introduction letters, short sale prospecting letters, FSBO prospecting letters, real estate open house letters, neighborhood listing announcement, new agent announcement, and real estate thank you letters.

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5 Tips For Improving Your Real Estate Marketing Letters

Email marketing and direct mail marketing can be two viable ways to generate real estate leads, but — like any aspect of sales and marketing — results are impacted by several things, including the effectiveness of your message, the image you project to prospective clients, and the visibility you establish through networking, online marketing, and advertising.

Developing and implementing a cost-effective real estate marketing plan may seem like a tall order, but if you approach it in a methodical and proactive way, your pipeline of prospects, sales leads, and active clients will grow.

Real Estate Prospecting and Farming Letters

Are you planning on sending out real estate prospecting letters to your farming area in the near future? If so, here are several tips to help improve your results and generate more real estate leads.

  1. Don’t reinvent the wheel. Unless one of your strengths is writing compelling, results-oriented prospecting letters, then there’s a distinct advantage to using professionally written real estate letter templates. It can help save an immense amount of time and significantly increase your productivity. Having access to real estate letters that are already 90-95% done can streamline your marketing efforts and conserve energy for other sales activities. There’s an online kit of real estate marketing letters* you can download that includes real estate introduction letters, prospecting letters, new agent announcement letters, appointment reminder letters, referral requests, home staging letters, real estate thank you letters, open house announcements, short sale prospecting letters, expired listing prospecting letters, FSBO real estate prospecting letters, and holiday greeting letters. This collection of real estate marketing letters contains over 300 easy-to-use templates for almost any occasion and purpose. Whether or not you decide to purchase the 320 real estate letters (and 260 articles for your blog or real estate newsletter), this website offers dozens of prospecting ideas for real estate agents, brokers, and Realtors. Check out the variety of marketing letters available. The site also features a free example of an expired listing prospecting letter that you can adapt to your own own needs.
  2. Know your strengths and weaknesses. One of the cornerstones of an effective real estate marketing plan is taking the time to do a “SWOT” analysis. Identifying your strengths, weaknesses, opportunities, and threats is the first step toward developing a successful real estate marketing strategy. Once you know your competitive advantages, your Unique Selling Proposition (USP), and any weaknesses or threats you need to address, you’re in a strong position to make the best possible impression on your prospects and clients..
  3. Details make the difference: You can increase the probability that your real estate letters will be read, taken seriously, and responded to by proofreading them carefully — especially after making last-minute edits and revisions. Liberal use of paragraphs (white space) can help make your marketing letters look more inviting, organized, and easier on the eyes. Numbered lists — like the one you’re reading — and/or the use of bullets points also serve the same purpose.
  4. Increase your “open rate”: The somewhat discouraging aspect of mailing out real estate prospecting letters is that a certain percentage of them do not get opened or read. If it has the look and feel of a “mass mailing” (which it basically is), then some of your recipients will dismiss it as “junk mail” — even those who could potentially benefit from your services.There are a number of strategies for reducing the “throw away rate,” such as enclosing something free like an imprinted packet of garden seeds, a real estate newsletter, or a free calendar for their refrigerator. Printing a short blurb on the outside of the envelope about the free gift or valuable information inside can be another way to prompt recipients to look inside — and, very often, that can be the first hurdle to getting your message read by prospective clients. One strategy that some real estate agents use to arouse curiosity and increase the “open rate”  is to simply print their name and return address on the envelope, rather than making it obvious that the letter is from a real estate agent, Realtor, or agency. Experimenting with different approaches, such as using a font that resembles handwriting, can often lead to a higher response rate.
  5. Cultivate a positive attitude. The quality of your thoughts, attitudes, daily habits, and expectations can have a direct impact on the impression you make on people. (You know what they say about only having one chance to make a great first impression!) Attitudes, both positive and negative, have a way of seeping into every aspect of your communication — including sales letters, emails, and telephone contacts.

Sending out real estate marketing letters to your farm area can and often does result in inquiries, referrals, visits to your website or real estate blog, and increased name recognition.

Since effective time management is such an important aspect of real estate marketing, it makes sense to streamline the communication process, whenever possible, by using templates for real estate marketing letters*, open house flyers*, and email marketing campaigns.*

Visit this website for a free example of an expired listing prospecting letter

Request a free sample of real estate open house flyer*

Articles on Real Estate Marketing

The following articles on various aspects of real estate marketing will provide you with actionable ideas for increasing engagement with your target audience, expanding name recognition, maintaining Top of Mind Awareness in your farm area, generating leads, and converting more prospects into real estate clients.

Thanks for checking out my latest blog post on real estate marketing strategies.

Feel free to email me if you have any questions, comments, or inquiries about this real estate marketing blog, my new blog on ideas for starting a business, or my blog-writing services.

 

–Joel
Freelance writer, blogger, marketing strategist

 

 

 

 

 

*Disclaimer: I am a compensated affiliate

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The Ingredients of a Successful Real Estate Prospecting Letter

In many ways, the real estate prospecting letter is one of the most basic, yet powerful marketing tools available to real estate agents and Realtors. Unfortunately, this marketing tool is not always used to its fullest potential . The effectiveness of real estate prospecting letters is often directly proportional to these five variables and how well they’re applied:

  1. How engaging is the letter? The extent to which you’ve caught and held your prospects attention — starting from the first sentence of the letter — is crucial.
  2. Key features to include: How well does the prospecting letter flow from one idea to the next, establish a need for your services, highlight your unique qualifications and availability, and mention relevant market conditions that make it a favorable time for home owners or house hunters to take action now on their real estate goals (rather than waiting for conditions to improve or change)
  3. Call to action: The inclusion of more than one “call to action” (telling your prospects what to do when they finish reading your letter) can help boost your response rate.
  4. First Impressions: Is your real estate prospecting letter visually inviting…  or cluttered-looking and verbose? The answer to that question will impact the response rate to your marketing letter.
  5. Incentives and Curiosity Factor: Have you immediately aroused curiosity, grabbed attention, or given your prospects any incentive to open the envelope or click on the subject-line of your marketing email? If not, many of your prospecting letters will not see the light of day!

Maximizing the Impact of Your Real Estate Prospecting Letter

What else can you do to increase the response rate to your prospecting letters? Here are a few quick ideas that can help you generate more inquiries, leads, and clients:

  • Realize that sending out prospecting letters is an ongoing process, in which success can be defined in more than one way. Obviously, the intention of any real estate marketing strategy is to acquire more clients and generate additional income. However, if your real estate prospecting letter results in more visits to your blog, subscriptions to your email newsletter, or enhanced name recognition in your farming area, then your mailing campaign has achieved a degree of success. Of course, if the marketing letter produces phone calls, email inquiries, referrals, or additional visits to your next open house, then all the better!
  • Real estate prospecting letter templates are a good starting point for crafting a well-written marketing message to prospective clients in your farming area. If you’re looking for an extensive collection of professional real estate marketing letters for virtually any purpose — including relationship building — then visit this site*. Whether or not you decide to download the complete kit of 320 real estate marketing letters, the website features a free sample of an expired listing prospecting letter, which can provide both guidance, usable content, and structure to your letter-writing efforts. To view the sample marketing letter template*, click on the yellow “sample letters” button” on the website.



Thanks for checking out my latest thoughts and ideas on real estate prospecting tools and lead generation strategies. Stay tuned for updates in the near future!

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

 

 

 

 

 

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

 

 

Marketing Letters for Real Estate Agents and Realtors

Real estate marketing letters can serve many purposes beyond just staying in touch with prospects in your farming area. As an example, you can tailor your marketing letters to generate leads and forge relationships with specific segments of your target groups, such as FSBO prospects, expired listing prospects, and first-time home buyers.

 

In all cases, however, your real estate marketing letter needs to communicate key four points, in order to be optimally effective:

 

 

  1. The fact that you are a licensed, trained, and qualified real estate agent or Realtor
  2. Your priorities: Your prospecting letter needs to emphasize the fact that your top priorities include providing exceptional service, making yourself available on an as-needed basis, and producing the best possible results for your clients.
  3. Nothing succeeds like success: If you’ve recently sold properties in your farming area, it can help lower sales resistance and boost your marketability to mention your recent successes — especially if you sold houses at or above the asking price. Demonstrating the ability to sell homes quickly also carries a lot of weight in the minds of potential real estate clients. As a side note, there are a variety of ways to establish yourself as an authority on the subject of real estate marketing and the local real estate market, including blogging, distributing a monthly real estate newsletter (via email or postal mail), and being featured, quoted, or mentioned in media interviews, news stories, or popular local blogs.

Real Estate Agent Marketing Plan

There are several different kinds of real estate marketing letters — including Realtor introduction letters, real estate thank you letters, and real estate farming letters — and they are all important elements of a well executed real estate marketing plan.

The benefits of incorporating letter writing, email marketing, and direct mail marketing into your real estate marketing plan include the following:

  • Top of Mind Awareness: If your prospects hear from you on a regular basis, then there’s a greater chance they’ll think of you when they’re ready to sell their home. (If “you’re out of sight, you’re out of mind”, as the expression goes.)
  • Credibility: Distributing marketing letters, helpful homeowner and home seller tips, and real estate newsletters to your farming area (and your email subscriber list) can help establish you as a source of timely information, relevant insights, and important updates about the local real estate market, as well as the process of selling and buying homes.
  • Establishing and reinforcing an image of professionalism: Real estate marketing letters and news letter sent out on a regular basis can help cultivate a reputation for you as a proactive, resourceful, and dedicated real estate professional.

When it comes to making real estate marketing letters an active part of your marketing strategy, success is often determined by your ability to catch people’s attention, present your message in clear and persuasive way, and motivate them to take action.


Marketing Letters for Real Estate Agents

If writing real estate marketing letters seems too labor intensive or time consuming, then you’ll be relieved to know that there is an alternative. By downloading a collection of ready-to-use real estate marketing letter templates to your computer, you can save countless hours of time, boost your mailing campaign response rate, and generate more leads. Visit this website* to learn more about the wide assortment of marketing letters for real estate agents that are available for immediate use.

They include the following types of lead generation letters:

  • Real estate agent introduction letters
  • Expired listing prospecting letters
  • Real estate prospecting letters
  • Short sale prospecting letter
  • Real estate agent farming letters
  • FSBO prospecting letters
  • Open house invitations/announcements
  • Real estate marketing letters targeting first-time home buyers
  • Referral letters
  • Real estate thank you letters

Real estate marketing letters sent to your farming area and your email subscriber list can be an effective way to maintain contact, reinforce awareness, and keep your name in front of your target audience.

Thanks for checking out my latest blog post on real estate marketing tips and techniques for writing effective letters — including prospecting letters, introduction letters, farming letters, and real estate agent marketing letters.

Stay tuned for more marketing strategies, prospecting tips, and ideas for real estate agents and Realtors.

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

 

 

 

 

 

NOTE: In addition to my main blog topics — namely, how to write more effective real estate marketing letters, how to compose well-written new real estate agent introduction letters, and the art of crafting persuasive real estate agent prospecting letters, I will take a look at other aspects of real estate marketing, including email marketing, email marketing services, public relations and media relations tactics, lead generation strategies, real estate marketing tools, staying motivated, how to gain a competitive advantage over other real estate agents in your area, the psychology of successful sales and marketing, real estate blogging tips, content marketing, real estate newsletter marketing, and ideas for effectively using real estate marketing flyers.

Stay tuned.

*Disclaimer: My real estate marketing blog contains links to marketing letter templates for real estate agents, Web-based email marketing services, and digital products for which I am a compensated affiliate.

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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, business 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.

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
Freelance writer, business blogger, 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.

 

 

 

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, business blogger, marketing consultant
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.

Generate Leads With Real Estate Farming Letters

Depending on who you talk to, real estate farming letters are either a guaranteed way to generate leads or a complete waste of time and money.

In reality, the truth lies somewhere between those two statements, and your degree of success depends largely on factors within your control.

One of the cornerstones of a successful real estate marketing strategy is the realization that client acquisition, effective networking, relationship development, and building name recognition in your farming area is a process, rather than the result of a few sporadic direct mail campaigns.

Well-written real estate farming letters CAN produce a flurry of phone calls, email inquiries, and qualified leads, but, as the old expression goes: It’s better not to put all your eggs in one basket!

 

 

 

 

 

But getting back to the topic of real estate farming

Marketing Tips for Real Estate Agents

Here are three strategies for increasing the response rate to your real estate farming letters:

  1. Go into it with a positive attitude! Whether you’re sending out real estate prospecting letters, press releases, a postcard mailing , open house flyers, real estate referral letters, newsletters, or an update to your email subscribers, it’s beneficial to infuse your message with a feeling of optimism, enthusiasm, and confidence in your abilities. The slightest hint of negativity, self doubt, or pessimism can easily seep into your marketing message and weaken its impact.
  2. Consider using real estate templates* to save time, reduce frustration, and target your audience more effectively. Real estate letter templates can increase your productivity, improve time management, and help you avoid trying to “reinvent the wheel.” You’ll feel much more in control of your time and resources when you do not have to start from scratch when you compose FSBO prospecting letters, short sale prospecting letters, referral requests, thank you notes, new agent introduction letters, real estate farming letters, and expired listing prospecting letters. Speaking of expired listing prospecting letters, you can get a free sample of a professionally written one at a site I’m affiliated with called My Real Estate Letters.* In addition to featuring real estate marketing ideas for both new and seasoned real estate agents, the website also offers a marketing kit* of real estate prospecting letters, ready to use content for your newsletter, templates of real estate thank you letters, and dozens of different strategies for marketing your services to potential real estate clients in your farming area. Another marketing tool worth mentioning is real estate listing flyers. If you’re looking for real estate flyer templates, there’s a kit of 53 templates you can download at Turkey Flyers*. Samples of professionally designed real estate open house flyers are featured on the website.
  3. Remember the basics: Whether you’re writing a real estate farming letter, a referral request letter, or a professional networking letter, make sure to thoroughly proofread and edit your message two or three times to make sure you’ve caught all typos, awkward sentences, inaccuracies, hints of negativity, or opportunities to promote yourself. For example, if you’re holding an open house next weekend or planning to attend a local community event, invite people to stop by and introduce themselves or join you for a cup of coffee. Effective real estate farming letters also include as much contact information as possible and a few “calls for action,” encouraging your prospects to respond in some way, such as calling or emailing you, visiting your website, checking out your latest blog post, scheduling an appointment, requesting a free comparative market analysis, or whatever it is that you want them to do. One final tip I want to mention for today is the importance of using “white space,” paragraphs, bullet points, and other design elements to help make your real estate marketing letters look more visually appealing. If the page looks too cluttered or verbose, it could make your prospecting letter a strong candidate for the recycling bin!

Thanks for checking out my latest thoughts on real estate marketing, letter writing, and crafting an effective advertising message. Stay tuned for more tips and strategies on topics like lead generation and the ingredients of a real estate agent marketing plan.

–Joel
Real estate marketing blogger, freelance writer, marketing strategist
email: prowriter30years@yahoo.com

 

 

 

 

 

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

 

Ingredients of an Effective Real Estate Prospecting Letter

One of the secrets of success in any aspect of sales, business, or human relations is establishing rapport. When you make a connection with another person, whether it’s through a shared experience, a mutual interest, or a similar background, layers of sales resistance, distrust, and skepticism melt away.

Beginning a real estate prospecting letters with some sort of “ice breaker” can be more effective than immediately talking about yourself and the fact that you’re available to meet your prospects’ real estate sales needs. In the same way that you probably wouldn’t instantly go into a sales pitch in the first few minutes of a face-to-face meeting, real estate marketing letters tend to be more engaging when there’s a sentence or two that warms them up, catches their attention, and eases them into the letter.

There are countless ways you can approach the introductory paragraph to a real estate prospecting letter, but here are a few ideas that will help get your creative juices flowing.

Keep in mind, that a real estate prospecting letter should always reflect your personality, express a genuine desire to serve your clients’ needs, and emphasize your commitment to producing the best possible results within the shortest period of time.

Here’s an example of some introductory text you could use in the opening lines of a well crafted real estate prospecting letter or email marketing letter. It establishes a need for your services and positions you as a qualified and dedicated real estate advisor. While it’s important to use your own “voice” in writing real estate introduction letters and prospecting letters, you’re welcome to adapt and use the following text in your next real estate marketing letter.

Sample Introductory Text

“Buying or selling a home in today’s market can be a confusing process unless you have a knowledgeable and proactive real estate agent working on your behalf. As a licensed, local real estate professional with expertise in marketing and negotiating, I can can help you successfully navigate through your next real estate transaction. You can also count on me to be available on an as-needed basis to help assist you in getting optimal value for your current or future home.”


More Real Estate Letter Writing Tips

Making reference to local events, local real estate trends, or topics that are on the minds of residents in your area are among the many ways you can make a connection with your prospects and draw them into your letter. When reaching out to individuals or sometimes small groups, making reference to mutual friends, acquaintances, or anything else you have in common, like colleges, memberships in organizations, involvement in fundraising drives, recovery from natural disasters, or shared enthusiasm for sports teams (hometown, collegiate, or national), can often lower barriers and begin the process of establishing rapport. People almost always feel more receptive to and comfortable with other people who share similar interests, backgrounds, values, and challenges.

Stay tuned to this real estate marketing blog for more insights into writing effective prospecting letters and establishing rapport with prospective clients and others with whom you  can create mutually beneficial relationships.

Thanks for checking out my latest post on real estate marketing strategies, letter writing tactics, and salesmanship.

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

 

 

 

 

 

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

 

 

 

Strategies and Ideas for Real Estate Prospecting Letters

There are a lot of opportunities to use real estate prospecting letters to generate leads, inquiries, and new client relationships, but without a clear-cut list of options, it’s easy to overlook good ideas. Whether you’re sending prospecting letters to your email subscribers or your farming area, there are dozens of strategies for reaching out to clients and prospects. Her are a few marketing letter ideas to consider, as well as market segments to target:

  1. FSBO prospects
  2. Expired listing prospects
  3. New parents or parents-to-be who may be ready for more space
  4. Retirement age prospects looking to downsize
  5. Apartment dwellers who are receptive to the advantages of home ownership
  6. Prospective home sellers interested in learning about things like home staging, security tips for home sellers, and pricing options.

Another potentially productive way to use real estate marketing letters is to request referrals from professionals who are in a position to point business in your direction. A few examples of the many networking opportunities available to real estate agents include the following:

  • Apartment managers
  • Appraisers
  • CPAs
  • Financial planners
  • Insurance agents
  • Real estate attorneys
  • Former clients
  • Friends, acquaintances, family

Other Opportunities For Sending Prospecting Letters

Brainstorming about ways in which to use real estate prospecting letters can generate a lot of good ideas, as well as strategies for requesting referrals and potential target groups you might have overlooked. Here are a few additional ideas for lead generation, relationship building, and networking.

  1. Distributing open house announcements and flyers
  2. New agent introduction letters
  3. Announcing a new real estate office or changed contact information
  4. Holiday greetings or seasonal home maintenance tips
  5. Acknowledging clients and prospects on an individual basis to congratulate them on a new job, promotion, a new birth, engagement, birthday, anniversary, or other milestones. Keeping track of all these occasions requires you to be ultra-organized and alert, but it can be productive because people love to be acknowledged and recognized for their accomplishments, special occasions, and even losses.
  6. Compiling and distributing a quarterly newsletter (or having an assistant or freelancer handle it for you) can be a good way to stay in touch, cultivate “top of mind awareness” in your farming area, and build a reputation as a credible source of information about home ownership, the local real estate market, and the business side of real estate transactions.

The inspiration for this blog post was a website called My Marketing Letters*, which is filled with marketing ideas and features examples of real estate prospecting letters and an assortment of ideas for building professional relationships, generating real estate referrals, and staying in touch with potential clients in your real estate farming area.

Thanks for checking out my latest blog post on real estate marketing ideas, prospecting letters for real estate agents, and strategies for generating leads, inquiries, and real estate referrals.

Stay tuned for more prospecting ideas and marketing tactics.

–Joel
Real estate marketing blogger, freelance writer, journalist
email address: prowriter30years@yahoo.com

 

 

 

 

 

Disclaimer:  Many of my blog posts feature links to templates, digital products, and websites for which I am a compensated affiliate.