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.
Freelance writer, business blogger, marketing consultant
*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.