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:
- Real estate expired listing letters
- FSBO real estate prospecting letters
- Short sale prospecting letters
- Home staging letters
- Real estate introduction letters
- Free comparative market analysis
- Open house letters
- Real estate thank you letters
- Letters to other agents and brokers
- Real estate referral letters
- Holiday and seasonal reminder letters
- Congratulatory letter to new parents
- Invitation to home buying seminar
- New office or agent announcement letters
- 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:
- Call you
- Email you
- Inquire with a text message
- Visit your website or Facebook page
- Check out your latest blog post on [some intriguing, timely, or attention-grabbing topic]
- 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
- Connect with you on Linkedin
- 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.
Freelance writer, marketing consultant, blogger
*Disclaimer: My blog posts feature links to websites, software,and digital products for which I am a compensated affiliate.