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.

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.

 

How to Generate Leads Through Web-based Real Estate Marketing

Successful web-based marketing typically focuses on four things:

  1. Generating qualified leads
  2. Achieving high visibility on the search engine results pages of Google, Yahoo!, and Bing
  3. Building your recognition factor and credibility
  4. Maintaining Top of Mind Awareness by staying in touch with your list of real estate leads

By developing an integrated marketing campaign, you’ll find that one aspect of your real estate marketing plan works in concert with other aspects of your real estate marketing program. A real estate marketing tool that can be extremely helpful, if not essential, for generating leads online, staying in touch with your leads, and managing your list of online prospects is an e-mail marketing program like Constant Contact, Mail Chimp, GetResponse, AWeber, MyEmma, FlutterMail, and several others. Most of these e-mail marketing programs enable you to place a sign-up form on your website, create newsletters or real estate marketing letters that can be emailed to your list at predesignated intervals (once a week, for instance), and you can send a special announcement or “email blast” to your list whenever you choose to do so. If you devote a few hours to staying in touch with your prospect list, every week, an email marketing program, such as the ones mentioned above, can be an indispensable real estate marketing tool. It’s worth it to gain a working knowledge of how to use an auto-responder and cultivate client relationships through the emailing of real estate newsletters, informative articles, and professionally written real estate marketing letters.

Other Web Based Real Estate Marketing Ideas

  1. Write a real estate blog: If you’re a halfway-decent writer and provide your audience with relevant information on a regular basis, it can help you reach more prospective clients, generate real estate leads, and build credibility and name recognition.
  2. Become a regular on Linkedin: If you haven’t established a profile and a presence on Linkedin, consider getting involved. It can be a great way to network with people in your your community and beyond. Some people think it’s a more effective way of social networking than Facebook, Twitter, and Google+.
  3. Media relations=free publicity. Reporters, editors, and bloggers are always looking for ideas for articles, news stories, news features, and new angles to old topics. Consider developing your own “media relations program” by periodically contacting local real estate/business reporters and let them know you’re available for interviews, background information about a real estate news story, or comments. Being quoted in the media increases your name recognition, credibility, and positions you as a local expert in the real estate field. This is a real estate marketing idea that does not occur to many agents and Realtors, so if you do it, then it could help give you a competitive edge and help you stand out among the crowd.