Generate Leads With Real Estate Farming Letters

Depending on who you talk to, real estate farming letters are either a guaranteed way to generate leads or a complete waste of time and money.

In reality, the truth lies somewhere between those two statements, and your degree of success depends largely on factors within your control.

One of the cornerstones of a successful real estate marketing strategy is the realization that client acquisition, effective networking, relationship development, and building name recognition in your farming area is a process, rather than the result of a few sporadic direct mail campaigns.

Well-written real estate farming letters CAN produce a flurry of phone calls, email inquiries, and qualified leads, but, as the old expression goes: It’s better not to put all your eggs in one basket!






But getting back to the topic of real estate farming

Marketing Tips for Real Estate Agents

Here are three strategies for increasing the response rate to your real estate farming letters:

  1. Go into it with a positive attitude! Whether you’re sending out real estate prospecting letters, press releases, a postcard mailing , open house flyers, real estate referral letters, newsletters, or an update to your email subscribers, it’s beneficial to infuse your message with a feeling of optimism, enthusiasm, and confidence in your abilities. The slightest hint of negativity, self doubt, or pessimism can easily seep into your marketing message and weaken its impact.
  2. Consider using real estate templates* to save time, reduce frustration, and target your audience more effectively. Real estate letter templates can increase your productivity, improve time management, and help you avoid trying to “reinvent the wheel.” You’ll feel much more in control of your time and resources when you do not have to start from scratch when you compose FSBO prospecting letters, short sale prospecting letters, referral requests, thank you notes, new agent introduction letters, real estate farming letters, and expired listing prospecting letters. Speaking of expired listing prospecting letters, you can get a free sample of a professionally written one at a site I’m affiliated with called My Real Estate Letters.* In addition to featuring real estate marketing ideas for both new and seasoned real estate agents, the website also offers a marketing kit* of real estate prospecting letters, ready to use content for your newsletter, templates of real estate thank you letters, and dozens of different strategies for marketing your services to potential real estate clients in your farming area. Another marketing tool worth mentioning is real estate listing flyers. If you’re looking for real estate flyer templates, there’s a kit of 53 templates you can download at Turkey Flyers*. Samples of professionally designed real estate open house flyers are featured on the website.
  3. Remember the basics: Whether you’re writing a real estate farming letter, a referral request letter, or a professional networking letter, make sure to thoroughly proofread and edit your message two or three times to make sure you’ve caught all typos, awkward sentences, inaccuracies, hints of negativity, or opportunities to promote yourself. For example, if you’re holding an open house next weekend or planning to attend a local community event, invite people to stop by and introduce themselves or join you for a cup of coffee. Effective real estate farming letters also include as much contact information as possible and a few “calls for action,” encouraging your prospects to respond in some way, such as calling or emailing you, visiting your website, checking out your latest blog post, scheduling an appointment, requesting a free comparative market analysis, or whatever it is that you want them to do. One final tip I want to mention for today is the importance of using “white space,” paragraphs, bullet points, and other design elements to help make your real estate marketing letters look more visually appealing. If the page looks too cluttered or verbose, it could make your prospecting letter a strong candidate for the recycling bin!

Thanks for checking out my latest thoughts on real estate marketing, letter writing, and crafting an effective advertising message. Stay tuned for more tips and strategies on topics like lead generation and the ingredients of a real estate agent marketing plan.

Real estate marketing blogger, freelance writer, marketing strategist






*Disclaimer: My blog posts feature links to real estate marketing tools, templates, and websites for which I am a compensated affiliate.


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 leadsĀ  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.

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.

Freelance writer, marketing consultant, blogger






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