Boost the Response Rate to Your Real Estate Prospecting Letters

Whether you’re a new real estate agent or a seasoned Realtor, one of your primary objectives is generating new leads, real estate referrals, and inquiries. Over the past couple decades, the Internet has created a growing number of opportunities for connecting with clients, generating leads, and increasing your visibility, locally, regionally, and beyond.

Although effective real estate marketing can consist of dozens of techniques ranging from postcard mailing campaigns to social media marketing strategies, one thing that will never go out of style is a well-written real estate prospecting letter or email message. Letters to targeted prospects, existing clients, or business contacts you can network with can be a valuable tactic for keeping your pipeline active. There are many opportunities — many of which are often missed — to use a well-written real estate marketing letter or relationship-building letter to generate more business. Here are a few examples:

  1. Real estate expired listing letters
  2. FSBO real estate prospecting letters
  3. Short sale prospecting letters
  4. Home staging letters
  5. Real estate introduction letters
  6. Free comparative market analysis
  7. Open house letters
  8. Real estate thank you letters
  9. Letters to other agents and brokers
  10. Real estate referral letters
  11. Holiday and seasonal reminder letters
  12. Congratulatory letter to new parents
  13. Invitation to home buying seminar
  14. New office or agent announcement letters
  15. Just sold/just listed letters/postcards

With a little imagination and planning, you can identify many opportunities to use both email marketing and old-fashioned direct mail marketing to raise your visibility, cultivate business relationships, and generate inquiries, leads, and new real estate listings.

How to Write Effective Real Estate Prospecting Letters

What separates an “effective” real estate marketing letter from one that immediately gets relegated to the recycling bin? There are a lot of strategies to catching people’s interest and getting them to take action, but here are a few tips, observations, and pointers to help boost your response rates:

  • At the risk of stating the obvious: Envelopes that display the words “current resident” (or anything similar to that) will most likely produce a much lower response rate than mailings have a more personalized address on them.
  • You can often increase the percentage of mailings that will be opened (and read) by making reference to something valuable on the inside, such as [brainstorming here] “free calendar” … “money-saving tips inside” … “the latest neighborhood news” … “important update on property values” … “free comparative market analysis” … “I’ll spring for the coffee!”
  • In email marketing letters, announcements, or invitations, it’s the subject line, of course, that will entice the recipient to read the message. Using the prospect’s first name in the subject line is one effective way to maximize the number of people who open and read your message. Arousing their curiosity is another.
  • While real estate marketing letter templates can be an excellent starting point, it’s usually advisable to customize and personalize your letters as much as possible. By doing your best to infuse the letter with your personality and avoid empty-sounding promises or tired sales cliches, your letter will stand a stronger chance of being noticed and responded to.
  • In the real estate letter, itself, make sure to include two or three “calls to action.” In other words, invite the reader to take one (or more) of the following actions:
  1. Call you
  2. Email you
  3. Inquire with a text message
  4. Visit your website or Facebook page
  5. Check out your latest blog post on [some intriguing, timely, or attention-grabbing topic]
  6. Stop by at your office, a trade show booth you’re manning, a a fund-raising or community event you’ll be attending, or an upcoming open house
  7. Connect with you on Linkedin
  8. Subscribe to your email list, real estate newsletter, Twitter announcements, YouTube channel, or Instagram updates

As a side note, a good place to insert one of your “calls to action” is in the P.S. at the end of the letter. Many people tend to visually scan a letter, rather then read it word for word, so if you have a P.S., bullet points, plenty of “white space,” and maybe a sprinkling of bold, underlined, or highlighted words, you can make it easy to get your main points across without inundating your clients, prospective clients, and associates with TMI (too much information)!

By the way, if you love writing and blogging (like I do), then a blog can be an excellent way to connect with your target audience, raise your stature as a source of authoritative information, and increase your “search engine visibility.” Contact me, if you need an experienced “ghost writer” to create original and relevant content for your blog. You can also get already written content for use in your real estate newsletter, website, emails, real estate letters, and blogs from a website called “My Real Estate Letters.*”

 

 

 

 

 

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

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

 

 

 

 

 

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

Relationship Marketing Strengthens Your Competitive Edge

While quality and customer value are two crucial ingredients in any effective marketing strategy, finding ways to catch people’s attention and gain their trust are among the cornerstones of building a customer base. When you stop and consider the number of purchasing choices people have on the Internet and the local marketplace, it doesn’t make sense to launch your own business unless you’re committed to offering more customer advantages and value than the competition.

Even though marketing strategies can vary from one business to another, a few principles usually remain constant:

  1. People are inundated with marketing messages, sales pitches, business proposals, and special offers throughout the day. While there are more opportunities than ever to get your message in front of targeted prospects, it can be especially challenging to get them to pay attention, melt away their sales resistance, and get them to take you seriously.
  2. Successful sales and marketing strategy is inextricably bound to principles of human psychology. Perhaps the foundation of successful sales and marketing is a concept that has been articulated by business thought leaders like Dale Carnegie: All things being equal, people tend to do business with people they know, like, and trust. When you think about it, that’s a pretty obvious marketing idea that b infused into every small business marketing plan and customer acquisition strategy. In many cases, sales and marketing would be immensely easier and more productive if business owners, sales staff, and account executives focused on relationship marketing rather than just pursuing a “one size fits all” marketing strategy.
  3. There’s good news and bad news about sales resistance. The bad news is that it can be one of the primary underlying causes of business failure, unrealized financial goals, and sales career burnout. The good news is that the causes of sales resistance can be analyzed, addressed, and — in many cases — eliminated. One of the most effective ways to overcome sales objections is to prevent them in the first place. In other words: Prioritizing value, quality, and service is crucial to to any successful marketing strategy, but potential customers can easily be lost when sales objections are not brought to the surface and adequately addressed.
  4. Customer relationship marketing can be based on a variety of complementary strategies including providing prospects with useful information, helpful advice, and value-added service. Staying in touch with prospects and clients can be an important way to create and maintain “top of mind awareness”, establish name recognition, and lay the groundwork for building trust and credibility. There are a variety of strategies for staying in touch with customers without being intrusive, including opt-in email newsletters, direct mail marketing (including marketing letters, promotional postcards, and coupon distribution), and even sending the occasional hand-written note.

When you make the extra effort to provide value, clearly communicate benefits, and make people feel special, your sales and marketing efforts should be more productive, profitable, and satisfying.