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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7 Ways to Make Your Real Estate Prospecting Letters More Effective

Producing successful real estate marketing results often requires some experimentation, a little trial and error, and a commitment to finding out what works best and implementing it on a consistent basis.

Real estate prospecting letters are a time-tested approach to generating leads and increasing your name recognition. They can be used both in email marketing and direct mail marketing, and can be tailored to the needs and expectations of just about any target group.

What many real estate agents don’t realize is that sending out prospecting letters is only the “tip of the iceberg,” when it comes to the potential of using direct mail marketing and email marketing to increase business. According to the website My Real Estate Letters, there are many opportunities to identify target groups and reach out to them with customized marketing messages. Here are a few prime examples:

  • New parents: Young couples who are in the process of expanding their family are probably starting to give some serious thought to the need for a larger house, a more spacious backyard for the kids to play in, and the possibility of moving to a better school district. Especially if they’re new to the area or just plain inexperienced, they could undoubtedly benefit from getting some guidance and advice from a knowledgeable real agent.
  • First-time home buyers
  • Existing home owners looking to upgrade. This is a popular trend when interest rates are low and home prices are favorable. (At the other end of the spectrum, of course, are Baby Boomers and Empty Nesters thinking about “downsizing.”)
  • Expired listing prospects
  • FSBO prospects
  • Renters who are ready for home ownership
  • Short sale prospects (buyers and sellers)

There are many other categories of potential clients that you can reach by emailing or postal mailing real estate prospecting letters, including executives relocating to or from the area, professionals who have just been promoted at their jobs, newlyweds, retirees, vacation home prospects, and real estate investors.

 

 

 

Increasing the Effectiveness of Prospecting Letters

  1. Use professionally written real estate letter templates: Not only do you save an enormous amount of time by using letters that have already been written, edited, and polished, but you’ll also find that your response rate will typically be higher. Over time, more responses, inquiries, and sales leads¬† translates into more commissions and income growth.
  2. Print, stamp, or write some sort of attention-grabbing blurb on the outside of the envelope. One of the biggest hurdles to getting your marketing message read is to get your prospect to open the envelope or the e-mail. Arousing curiosity or emphasizing the value of what’s inside can help increase your “open rate.”
  3. Include your studio-quality photo in the mailing. Whether your photo is on your business card, the stationary itself, an enclosed mini-calendar, or another insert, it will help add a personal touch that can help lower sales resistance and begin to establish a feeling of familiarity and recognition.
  4. In your letter or a separate insert, invite people to check out your latest blog post, visit your Facebook page, subscribe to your e-mail newsletter, or join your professional network on Linkedin.
  5. Whenever possible, allude to something surprising, amusing, amazing, helpful, important, or beneficial to them when encouraging them to subscribe to your email list or visit your real estate blog, Facebook page, Instagram posts, or Youtube channel. Some sort of incentive or “teaser” is usually necessary to get people to follow up or take a specific action.
  6. And speaking of actions… always tell people exactly what you want them to do, rather than leave them guessing, and provide them with a variety of methods to contact you. You want it to be as easy and comfortable for them as possible to inquire about your real estate listings or marketing services. While some prospects would prefer to call you directly on the phone, other people feel more comfortable visiting your website, sending an e-mail, or even reading your profile first on Linkedin, Google Plus, or Facebook.
  7. Increase the likelihood that your prospects will already have heard of you when they receive your real estate prospecting letter. For example, there are a lot of ways you can increase your visibility and name recognition, including sending occasional “letters to the editor” to your local newspapers, participating in discussions on Linkedin and other of social media, posting helpful comments or recommendations, being a columnist or guest blogger in your area, distributing press releases to the media when you have anything newsworthy to announce, being involved in business and civic organizations, volunteering for committees, pitching in with fund-raising drives, and being seen at local fairs, festivals, and school events.

Thanks for checking out my latest lead generation tips and marketing ideas for real estate agents. Stay tuned for more marketing strategies in the very near future.

–Joel
Blogger, freelance writer, marketing consultant

 

 

 

 

 

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

 

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.

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.