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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Maximize Response to Real Estate Prospecting Letters

Sending out real estate prospecting letters to your farming area can be an exercise in frustration if you do not do everything possible to maximize two things:

  1. Your “open rate” and
  2. Your response rate.

Appearances Are Everything (Almost)

The percentage of prospects who open your envelopes and pay attention to the message inside can be disappointingly low if your marketing letter looks like a typical mass mailing — especially one that does not appear to offer the recipient any benefits or value. Although the curiosity factor can sometimes cause people to open your letter, many may dismiss it, right away, if it looks like a sales pitch or advertisement.

If you stop and think about the overwhelming number of marketing messages we are all inundated with, every day, it’s no wonder that your real estate prospects (and you and I) automatically filter out the vast majority of them.

 

Overcome The First Hurdle Of Prospecting Letters

One solution to marketing letters that don’t get read is to enclose something of value inside the envelope and, if possible, make reference to it on the outside of the envelope.

 

 

 

Here are a few examples and ideas:

  1. A small calendar with your photo and contact information
  2. A packet of imprinted garden seeds
  3. An informative article or flyer containing helpful tips for homeowners on saving money, enhancing home security, home staging, reducing energy bills, lowering grocery bills, property maintenance, landscaping tips, or an invitation to a complimentary real estate seminar. (By the way, if you need ready-made content for your direct mail campaigns or real estate newsletters, you can get 260 professionally written real estate-oriented articles* on topics that grab the attention of home owners, house hunters, and property sellers. It’s part of a marketing kit for real estate agents and Realtors that can help put you two steps ahead of the competition. Get the details, here. [As a side note, I'm available to write unique, customized content for your blog, real estate newsletter, or website. Contact me for more details.]
  4. A free news letter about real estate trends, real estate resources for home buyers and sellers, news about real estate market conditions, and so on. You can also include “just listed” or “just sold” properties in your real estate news letter.

Increasing your marketing letter’s “open rate” can depend on a lot of factors, but it helps if you can give your prospects a reason to look inside. A short blurb on the outside of the envelope about there being valuable information inside, a free gift, the latest real estate news, or money-saving tips for homeowners can often be the “nudge” that’s needed to get your marketing message seen by more prospective clients. And since real estate marketing is essentially a “numbers game,” the more prospects you successfully make contact with, the better your chances for making more sales and commissions.

Ingredients of an Effective Prospecting Letter

Remembering that most people have short attention spans, so it’s a good idea to make sure your real estate prospecting letter is well organized, visually appealing, and engaging. One way to make it visually appealing is break up the text with a lot of paragraphs (white space) and “bullet points,” like in the list below.

Here are a few ideas for engaging prospects who receive your real estate farming letters:

  • Introduction to Letter: Start your letter with a compelling question, statistic, or problem that you can solve.
  • Unique Selling Proposition (USP): While there’s a thin line between bragging and proactively marketing yourself, it is important to distinguish yourself from other real estate agents and Realtors in your area. In other words, your prospecting letter will have more impact if it includes a few sentences or bullet points about your qualifications, your successful track record, your experience, specialized training, credentials, connection to the area, familiarity with your farming area, and — last, but not least — your commitment to being available, results oriented, and responsive to client needs and priorities.
  • Contact Information: Give your prospects a lot of options for contacting you. Different people have different communication preferences. Some may prefer to talk to you directly, while others feel more comfortable using email, text messaging, or a website inquiry form. Cater to people’s individual communication styles and comfort zones by offering choices for reaching out to you and/or learning more about your services.
  • Top Of Mind Awareness: Invite your prospects to follow up or learn more about your services by subscribing to your monthly real estate newsletter … visiting your website to peruse your newest listings and video tours … or check out your latest blog post on home staging tips, how to reduce household expenses, tips on family safety, increasing the value of your prospects’ home, strategies for keeping their basement dry, and other topics of interest to your target groups.
  • And by the way: Include a “P.S.” at the end because it catches people’s attention and is frequently read.

Other factors that can help make real estate prospecting letters more effective include a clear “call to action,” an offer of a free comparative analysis of their home, and a followup letter or postcard within the next month. As you know, it’s often necessary to contact prospects a few times before they seriously consider doing business with you. But as a wise man once said: “Persistence breaks down resistance!” (unless, of course, you’re trying to sell ice to an Eskimo.)

Real Estate Marketing Tools to Consider*

  • Real estate prospecting letter templates: Visit this site* to download or learn more about a real estate marketing kit consisting of the following time-saving and lead-generating tools: 320 proven real estate marketing letters for farming a neighborhood, approaching FSBO sellers, offering your services to expired listing prospects, generating referrals, approaching first-time home buyers, and positioning yourself as a a trustworthy real estate advisor and credible source of real estate information. This marketing kit* also provides you with 260 relevant articles for homeowners, house hunters, and house sellers that you can use in your own real estate newsletter, real estate blog, email marketing campaigns, or real estate farming letters. The website also contains a free example of an expired listing prospecting letter that you can adapt to your own marketing needs.
  • Real estate flyer templates: Easily create professional-looking real estate flyers* for new listings, open houses, and marketing campaigns. Get access to 53 Templates that you can customize, print, and distribute in minutes. You can also download a free sample of an easy-to-use, professionally designed real estate marketing flyer.
  • Email Marketing Software*: Flutter Mail empowers you to email everyone on your list with the push of a button. Take advantage of their 30-day trial offer for $1.00 !*
    Fluttermail

 

 

 

 

 

 

 


 

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 how to get the most mileage out of your real estate prospecting letters, farming letters, real estate newsletters, and marketing campaigns.

Stay tuned for more real estate marketing tips in the near future!

Feel free to contact me if you need help developing a real estate blog to increase engagement, rank higher in the search engines, and attract more prospective clients to your website. (I can provide you with original content to help keep your blog relevant, fresh, and “search engine friendly”!)

 

Best of luck in all your real estate marketing endeavors

–Joel
Freelance writer, business blogger, marketing consultant

Email address: prowriter30years@yahoo.com

 

 

 

 

 

*Disclaimer: I am a compensated affiliate for the real estate marketing tools, Web-based email marketing software, and informational products featured in this blog.
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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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