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.

Real Estate Letters Can Serve Many Purposes

As someone with a background in integrated marketing communications, I have no doubt that real estate marketing letters can be an important element of a successful marketing campaign. Not only can a well-written real estate letter help introduce you to your farming area, but it can also facilitate client referrals, business relationships, and create top-of-mind awareness.

Creating top-of-mind awareness is one of your most important real estate marketing strategies, for the simple reason that you want your prospects and professional contacts to think of you first when the services of a good real estate agent are needed. That’s why it pays to develop a cost-effective marketing plan that includes everything from developing a Web presence to distributing prospecting letters, real estate marketing postcards, email newsletters, or even press releases. One of the first steps to launching a successful real estate marketing campaign is to develop a marketing plan.  A real estate marketing plan can  include some or all of the following components, as well as other strategies and techniques I’ll mention in future blog posts.

  • Networking with other professionals: When you stop and think about it, there are a lot of potential contacts in your community who can help steer real estate business in your direction. Some real estate agents find it productive to send networking letters to other professionals, such as loan officers, mortgage brokers, CPA’s, title company reps, insurance agents, financial planners, apartment managers, property managers, landscapers, contractors, and anyone else you can think of who provides services to home owners, sellers, and/or buyers. (Face-to-face networking is also a crucial ingredient to any successful real estate agent marketing plan.)
  • Marketing real estate with newsletters: Although email newsletters can be a more cost-effective way to stay in touch with your contacts — as compared to distributing printed newsletter copies through the postal service — an occasional “special edition” mailed to your farming area can help enhance your image, increase name recognition, and build your reputation as a source of helpful, authoritative information. Topics in a real estate letter could include energy saving tips, home safety reminders, property maintenance, cost reduction ideas, home staging tips, moving and relocation checklists, security tips, and other snippets of helpful information for home owners, sellers, and others on your mailing list. If you need professionally written articles that you can easily insert into real estate newsletters, blogs, websites, and emails, there’s a software product you can download that includes 260 ready-to-use real estate agent articles and 320 real estate marketing letters. Having access to this user-friendly real estate marketing kit can streamline the process of lead generation, real estate prospecting, sending out real estate thank you letters, handling client followup, and cultivating professional relationships. More details here.*
  • Offer workshops for first-time home buyers: Buying a new home, arranging financing, and handling the countless choices and decisions required can be pretty intimidating for first-time home buyers. By offering educational workshops for a small, targeted group of potential clients, you can not only offer a valuable free introductory class on home buying, but you can also get an inside track on becoming their real estate agent of choice. Workshops can be offered either at your office, a local community room, or even remotely, as a webinar. By the way, you can publicize home buyer workshops through a variety of means, including press releases, blog posts, Facebook, Twitter, Linkedin, email blasts, flyers, postcards, word of mouth, cost-effective advertising, and other marketing tactics.

Stay tuned to this blog for more real estate prospecting tips, marketing plan ideas, client communication tools, and marketing strategies.

Thanks for checking out my latest blog post.

Wishing you the best of luck in all your real estate marketing campaigns!

–Joel
Marketing blogger, freelance writer, journalist
email: prowriter30years@yahoo.com

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