Prospecting Letters and Real Estate Marketing Ideas

So let’s say you’re a new real estate agent or you’re an established Realtor looking to increase the number of inquiries, leads, and referrals — not to mention sales — in your pipeline. From a real estate marketing standpoint, your objective is two-fold, at least in the beginning:

  1. First of all, you want to cost-effectively gain as much visibility, name recognition, and exposure to your target audience as you can.
  2. Secondly, you want to brand yourself as a knowledgeable, proactive real estate agent who delivers exceptional client service, superior value, and optimal results to clients. Although projecting that type of image may sound like a tall order, all the pieces should organically fall together when you focus your attention on self motivation, establishing successful daily habits, and enthusiastically going above and beyond client expectations.

Real Estate Marketing Tools and Strategies

One helpful starting point for launching a successful real estate marketing campaign  is to take inventory of your available marketing tools, and then develop a realistic action plan. There are literally dozens of real estate marketing ideas you could pursue to raise your visibility and fill up your pipeline, but if you spread yourself too thin, then your results will probably be diluted and lackluster. You need to determine — based on personal experience, observation, and self assessment — what real estate marketing strategies would be the best for your personality, marketing budget, competitive environment, communication skills, knowledge of Internet marketing techniques, social media marketing savvy, and so on.

Elements of a Real Estate Marketing Plan

As you develop your real estate marketing plan, here are some tools, resources, and techniques to consider using:

  • Real estate marketing letters: Whether you’re targeting first-time home buyers, expired listing prospects, or FSBO prospects, a customized, well-written real estate prospecting letter can help. If you need an example of an expired listing prospecting letter or download an entire collection of real estate marketing letters, visit this site.* Real estate marketing letters can be used for a variety of purposes, including introducing yourself, staying in touch, providing useful information, offering solutions to homeowners and home sellers, and asking for real estate referrals.
  • Real estate postcard marketing: Distributing postcards to your farming area can be an effective method for generating leads, phone calls, and email inquiries. When you mail out “just sold” or “just listed” postcards, for example, you have a lot of factors working in your favor, such as the “curiosity factor,” instant visibility (your prospects don’t have to open an envelope or even click on an email message in their in box), and the postage is more economical than doing a full-blown real estate letter mailing campaign. If you’re interested in postcard marketing tips, check out this series of articles on my website. Although the articles were written 12 years ago, many of the marketing ideas are as valid today as they were in the early years of the Internet. By the way… If you’re planning a real estate postcard marketing campaign in the next month or two, find out how to get the best possible results by reading Real Estate Postcard Marketing’s Best Kept Secrets.”*
  • Real estate marketing flyers: Virtually any real estate marketing strategy should include the selective distribution of attractive-looking real estate marketing flyers. In addition to putting them in brochure holders, community bulletin boards, and display areas at open houses, real estate flyers can also be emailed to your subscriber list and used in conjunction with real estate prospecting letters, newsletter mailings, and other real estate marketing materials at trade show booths and local festivals. If you need design ideas or easy-to-use real estate flyer templates, visit this website*.
  • Online real estate marketing: The Internet is an amazing real estate marketing vehicle, one which barely existed just a generation ago. In addition to social media marketing channels, such as Facebook, Twitter, and Linkedin, real estate agents have a variety of online marketing options, including email marketing, blogging, and website optimization. One of the many advantages of blogging is that it’s another way to share your knowledge, expertise, and helpful suggestions with current and prospective clients. It also helps position you as an credible source of information in the eyes of home sellers, buyers, and property owners.
  • Real estate business cards: Probably the cheapest, yet most important real estate marketing tool of all is your business card. That calling card should be eye-catching, unique, easy to read, and contain the most up-to-date contact information. If a standard business card can’t contain all the information, websites, and other information you want to pass along, there’s always the option of getting “tent” or fold-over business cards.
  • Miscellaneous real estate marketing tools: As I alluded to earlier, having a viable real estate marketing plan requires that you have a pretty clear idea of the various marketing tools available to you, and which ones would be the most productive and cost effective. In closing… here are a few more real estate marketing ideas, which may or may not be appropriate for you at this time: real estate marketing newsletters, brochures, door hangers, real estate text message marketing, pay-per-click advertising, Facebook advertising, Youtube advertising, real estate video marketing, newsletters, press releases, newspaper advertising, radio and TV advertising, billboards, a distinctive voice mail message, seminars for first-time home buyers, personalized calendars, and a free competitive market analysis.

Thanks for checking out my latest ideas and thoughts on real estate postcard marketing, real estate prospecting letters, online real estate marketing, and other strategies for drumming up more client business and increasing your pipeline of sales leads.

 

Stay tuned to this blog for more real estate marketing ideas and tips in the very near future.

Best of luck in all your real estate marketing campaigns, both large and small!

–Joel
Real estate marketing blogger, freelance writer, Internet entrepreneur

 

 

*Disclaimer: Many of my blog posts contain links to digital products, marketing services, and websites for which I am 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.