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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How to Be a Successful Real Estate Agent

There are a lot of factors involved in achieving success as a real estate agent, but the fundamental quality that fuels everything else is a success-oriented mindset. In other words, if you’re going to get into the real estate business and expect to succeed, you need to be 100% on board with that career choice. If you feel at all tentative or ambivalent about being a real estate agent, then you might be better served choosing another career path. The reason I say that is because you need a lot of focused energy and mental resolve to succeed as a real estate agent. Ambivalence weakens that resolve and undermines your ability to achieve your highest potential. (It’s kind of like driving your car with the emergency brake on.)

Some people are content earning the median real estate agent income of around $45,000 or supplementing their household income by becoming a real estate agent on a part-time basis. There absolutely nothing wrong with that and there is no right or wrong definition of success; it all depends on your financial needs, your lifestyle goals, and your level of motivation.

It is true that you need to spend money in order to make money as a real estate agent, but the challenge is to maximize your visibility, exposure, and name recognition in your farming area, without depleting your marketing budget.

Paid advertising can be one component of a successful real estate agent marketing plan, but one has to proceed with caution when evaluating and choosing advertising strategies. Real estate advertising can either be a profitable source of lead generation or a “money pit”, depending on how you approach it.

Real Estate Agent Marketing Plan

In addition to paid advertising, successful lead generation can come from a number of other sources, many of which can be quite cost effective. Here are several possibilities which can help diversify and strengthen your real estate agent marketing plan:

  • Real estate direct mail campaigns, which can include the mailing of prospecting letters, postcards, and real estate agent introduction letters to your farming area. By the way … a good way to save time, increase productivity, and avoid ‘writers’ block’ is by using real estate marketing letter templates. Visit this site for a free sample of an expired listing prospecting letter (click on the “Sample Letters” button)*.
  • Real estate email marketing: One common approach to email marketing involves placing a subscription form on your website to gather the gather the email addresses of potential clients. Different online services, such as Constant Contact, Mail Chimp, AWeber, GetResponse, and Fluttermail* enable you do manage your prospect list, respond automatically to inquiries, design professional looking mailings, update subscribers on your listings, keep track of your results, and target specific segments of your list.
  • Real estate online marketing: This is a wide-ranging category, which could include website content development, search engine optimization, blogging, online advertising, real estate video marketing (i.e.: YouTube), pay-per-click advertising (i.e.: Google), and social media marketing, such as Facebook, Twitter, Linkedin, Google Plus, Pinterest, YouTube, and Instagram.

Other than developing and implementing a real estate agent marketing plan that fits your budget and financial goals, other key factors to becoming a successful real estate agent include excellent time management, devoting a few hours every week to improving your professional skills and knowledge, clarifying and living by your personal values, and adopting technology and software that can help you do your job more efficiently, productively, and competitively.

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

Stay tuned for more real estate marketing ideas, tools, and strategies.

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

 

 

 

 

 

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