Why Use Prospecting Letters For Real Estate Marketing?

Some real estate agents produce successful results with real estate marketing letters, while others find it to be an exercise in futility. So if it’s not the marketing method itself that fails to generate the desired results, then why do some marketing letter campaigns produce a much higher response rate than others?

First of all, let’s put the topic of real estate marketing letters in context. Like any form of advertising or marketing, it’s not a guaranteed ticket to an “avalanche” of  inquiries, sales leads, or new clients. For example, if the email message or postal envelope isn’t opened,  then the real estate marketing letter won’t even see the light of day, so to speak!


 

Maximize Your Results From Real Estate Marketing Letters

So, how can you can you increase your chances of a successful outcome with your next real estate marketing letter campaign? Here are a few ideas to consider:

  • Start out with professionally written real estate marketing letter templates* to save time, avoid reinventing the wheel, and increase the probability that your farming letters and prospecting letters will generate leads and help you establish a connection with prospective clients.
  • Make use of simple, but effective graphic design elements, such as paragraph breaks, text bullets (like I’m using in this list), and the selective use of bold lettering, underlining, headlines and subheads, italics, highlighting, and other devices (when appropriate) to call attention to key points. It’s crucial to make your prospecting or real estate introduction letters look visually appealing — as opposed to cluttered, verbose, and uninviting.
  • Email marketing tip: If you’re sending a real estate marketing letter to your email subscribers, give some extra thought to creating an attention-catching, intriguing, or curiosity-triggering subject line. It also pays to include the recipient’s first name in the subject line, which can generally be accomplished with the use of web-based email marketing software.*
  • Include a clear “call to action” in your farming letters, email blasts, and real estate agent introduction letters. Tell your prospects what you’d like them to do — such as call you,  check out your latest listings online, stop by and say hello at an upcoming open house, visit your blog (mention the topic and make it enticing), and/or invite them to sign up online to receive your monthly real estate newsletter. Also, consider adding another call-to-action in a “P.S.” (strategically) located at the end of your marketing letter.
  • Don’t email or postal mail your real estate marketing letters until you’ve proofread them at least twice and made doubly sure your message flows smoothly and that it speaks directly to the prospects’ needs, objectives, and desires. Although you do want to make mention of your qualifications, experience, and marketing skills, the emphasis of your marketing/prospecting letter should be the advantages and benefits you can provide them as a trained, knowledgeable, and service-oriented real estate agent or Realtor.

There are a lot of variables, when it comes to launching any kind of real estate advertising or marketing campaign, but by keeping certain tactics in mind and avoiding common pitfalls of sending out prospecting letters, emails, and real estate introduction letters, you’ll enhance both the quality and quantity of your sales leads and inquiries.

Thanks for checking out my latest blog post on real estate marketing strategies, prospecting letters, and direct mail techniques. Stay tuned for more tips and tactics for marketing real estate.

–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 real estate marketing templates for which I am a compensated affiliate.

Templates and Prospecting Letters for Real Estate Agents

Although the cliche “Time is money” is a hackneyed one, there is more than a grain of truth in that saying. Productivity and success in the real estate business are the direct result of careful time management, a positive mindset, and a commitment to continually honing your skills and knowledge.

Having immediate access to a collection of professionally written real estate prospecting letters* doesn’t hurt, either!


 

Free sample letter: If you’d like to get some free tips (in the form of an example) on how to write a professional real estate expired listing lettervisit this site* and click on the yellow button that says “sample letters.” You’ll also have the option to purchase and download an extensive marketing kit for real estate agents, consisting of 320 real estate marketing letters and 260 articles you can use in direct mail campaigns, email newsletters, and real estate farming letter mailings. The articles can add value to your prospecting letter campaigns, and, if you reference them on the outside of the envelope, it can help increase the percentage of letters that are opened, read, and acted on.

 

 

 

 

 

 

Generate Leads From Your Real Estate Marketing Letters

In addition to printing, stamping, or writing (well, maybe not writing!) some sort of blurb or “teaser” on the outside of the envelope, here are a few ideas to help you increase the response rate to your real estate farming letters:

  1. A prospecting or marketing letter can often be more engaging if you start it off with a relevant question directed at your prospect– ideally one that elicits a “Yes” response.
  2. Another approach to drawing your prospect into the main body of the message is to make a dramatic statement about either the real estate market, the typical amount of time that a house remains on the market, or the pitfalls of a FSBO approach to selling a home.
  3. A real estate prospecting letter that is visually interesting will stand a much better chance of being read than one that consists of a big block of boring, disorganized text that doesn’t enable the reader to easily scan the message and pick out important points. Breaking up your marketing letter into several paragraphs is one way to accomplish that, but it also helps to use short bulleted lists and the selective use of elements like bold letters, underlined words, yellow highlighting, subheads, and italics. One word of caution: It’s really easy to overdo it with all those attention-catching devices I just mentioned, so a good rule-of-thumb to keep in mind is “less is more.”
  4. The cardinal rule of writing any sales letter or marketing material is to always include a clear “call to action” in your message and give your prospects several ways to contact you. (Different people have different preferences and “comfort zones.”)
  5. Another principle of increasing the response rate of your real estate marketing letters is to include a “P.S.” at the end of the letter. Even when people aren’t reading a farming letter word for word, their eyes will usually be drawn to the P.S toward the bottom. It’s a proven attention-catching device, and can often be a good place to reiterate or include another call to action.

 

 

 

 

 

Thanks for checking out my latest marketing ideas for real estate agents and Realtors.

Stay tuned to this blog for more tips and strategies for everything from real estate email marketing strategies to video marketing, real estate flyers, and postcard marketing.

Best of luck in all your real estate marketing campaigns!

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

BTW… If you haven’t done so already, don’t forget to take a look at the free sample of an expired listing real estate prospecting letter at the website “My Real Estate Letters.” (When you get there, click on the yellow button that says, “Sample Letters.”

One more thing before I wrap up this blog post…

More Real Estate Agent Marketing Tools*

If you’re looking for other marketing templates, prospecting ideas, or real estate marketing materials to support your sales efforts, these items* might be exactly what you need:

 

Until next time!

 

 

 

 

 

 

 

*Disclaimer: This real estate marketing blog features links to digital products, email marketing services, real estate marketing templates, and websites for which I am a compensated affiliate.

 

 

 

Are Real Estate Prospecting Letters Obsolete?

Although the way people communicate and gather information has changed dramatically over the past couple decades, real estate prospecting letters are not at all obsolete — especially when you consider how they can be used in email marketing, website content development, and real estate blogs.

Sending real estate marketing letters to prospects the “old fashioned way” (using the postal service) is still a viable way to generate leads, produce inquiries, get referrals, and maintain “top of mind” awareness in your farming area.

Real estate agent marketing letters, when used correctly, can be a valuable part of an overall integrated marketing plan. By creating a marketing plan that consists of a combination of cost-effective strategies, then one method will tend to reinforce other marketing avenues and work together in a synergistic way.

Developing a Real Estate Marketing Plan

In a nutshell, marketing real estate effectively is the result of several factors all coming together in a cohesive way. Some of the main ingredients of a successful real estate marketing strategy include the following:

  1. Impeccable knowledge about real estate marketing (both “old school” and “new school”), superior communication skills (aka “people skills”), an excellent understanding of how real estate transactions work (from start to finish), and a high level of motivation to produce results for your clients and generate income for you and your family.
  2. Establishing goals and creating a real estate marketing plan that encompasses several different techniques, including Web-based marketing, the use of real estate prospecting letters, selective advertising (based on your budget and the value of the advertising medium, itself.), and, of course, plenty of face-to-face networking and phone calling. Those aren’t all the components of a real estate marketing plan, but it represents a snapshot of many of the key elements.

 

 

 

 
Thanks for checking out my latest thoughts about real estate marketing, prospecting letters, and marketing tools.

Stay tuned for more real estate agent marketing ideas over the next few days.

–Joel
Real estate marketing blogger, freelance writer, marketing consultant
email: prowriter30years@yahoo.com

 

 

 

 

 

*Disclaimer: Many of my blog posts about marketing for real estate agents contain links to websites, services, and digital products for which I am a compensated affiliate.