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.

How to Be a Successful Real Estate Agent

There are a lot of factors involved in achieving success as a real estate agent, but the fundamental quality that fuels everything else is a success-oriented mindset. In other words, if you’re going to get into the real estate business and expect to succeed, you need to be 100% on board with that career choice. If you feel at all tentative or ambivalent about being a real estate agent, then you might be better served choosing another career path. The reason I say that is because you need a lot of focused energy and mental resolve to succeed as a real estate agent. Ambivalence weakens that resolve and undermines your ability to achieve your highest potential. (It’s kind of like driving your car with the emergency brake on.)

Some people are content earning the median real estate agent income of around $45,000 or supplementing their household income by becoming a real estate agent on a part-time basis. There absolutely nothing wrong with that and there is no right or wrong definition of success; it all depends on your financial needs, your lifestyle goals, and your level of motivation.

It is true that you need to spend money in order to make money as a real estate agent, but the challenge is to maximize your visibility, exposure, and name recognition in your farming area, without depleting your marketing budget.

Paid advertising can be one component of a successful real estate agent marketing plan, but one has to proceed with caution when evaluating and choosing advertising strategies. Real estate advertising can either be a profitable source of lead generation or a “money pit”, depending on how you approach it.

Real Estate Agent Marketing Plan

In addition to paid advertising, successful lead generation can come from a number of other sources, many of which can be quite cost effective. Here are several possibilities which can help diversify and strengthen your real estate agent marketing plan:

  • Real estate direct mail campaigns, which can include the mailing of prospecting letters, postcards, and real estate agent introduction letters to your farming area. By the way … a good way to save time, increase productivity, and avoid ‘writers’ block’ is by using real estate marketing letter templates. Visit this site for a free sample of an expired listing prospecting letter (click on the “Sample Letters” button)*.
  • Real estate email marketing: One common approach to email marketing involves placing a subscription form on your website to gather the gather the email addresses of potential clients. Different online services, such as Constant Contact, Mail Chimp, AWeber, GetResponse, and Fluttermail* enable you do manage your prospect list, respond automatically to inquiries, design professional looking mailings, update subscribers on your listings, keep track of your results, and target specific segments of your list.
  • Real estate online marketing: This is a wide-ranging category, which could include website content development, search engine optimization, blogging, online advertising, real estate video marketing (i.e.: YouTube), pay-per-click advertising (i.e.: Google), and social media marketing, such as Facebook, Twitter, Linkedin, Google Plus, Pinterest, YouTube, and Instagram.

Other than developing and implementing a real estate agent marketing plan that fits your budget and financial goals, other key factors to becoming a successful real estate agent include excellent time management, devoting a few hours every week to improving your professional skills and knowledge, clarifying and living by your personal values, and adopting technology and software that can help you do your job more efficiently, productively, and competitively.

Thanks for checking out my latest real estate marketing blog post.

Stay tuned for more real estate marketing ideas, tools, and strategies.

–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 websites for which I am a compensated affiliate.

 

Marketing Ideas for Real Estate Agents

The problem with real estate marketing is that there are dozens of different directions you can go in at any point in time, and it’s easy to spend a pile of money without seeing any meaningful results.

One key question that needs to be answered as you develop your real estate marketing plan is “How does one define ‘results’?” Well, results can mean a lot of things, but the bottom line is that if a particular real estate marketing strategy does not eventually put money in your pocket, then it’s not benefiting you, your family, or your business.

When it comes to evaluating real estate agent marketing ideas, “results” can mean any of the following:

  • A phone call inquiring about your services
  • An email message that leads to an appointment
  • A subscription request to your real estate agent newsletter
  • A website visitor who fills out your online inquiry form
  • A comment on your blog
  • A posting on your Facebook page or other social media account
  • An inquiry from the media: This could be in response to a press release, a blog post, an article that appeared on your website, a letter to the editor you wrote, or something else that could trigger the interest of a journalist.

Results from marketing can come in a lot of different forms, and it’s necessary to identify the real estate lead generation strategies that are the most productive and cost effective. If you’re planning a real estate advertising campaign, it’s usually best to establish a conservative budget and stick with it. If you don’t carefully evaluate advertising options and keep track of advertising expenses, paid advertising — including online lead generation methods, such as Pay Per Click (PPC) — can burn through your entire marketing budget in no time.

That’s not to say that real estate advertising doesn’t work, but the ad itself has to be effective and have several things working in your favor. For example, the real estate ad should meet the following criteria:

  1. It should have an engaging and persuasive message. In other words, it should catch your prospects’ attention and motivate them to contact you — assuming, of course, they’re in the market for the services of a real estate agent or Realtor. A helpful acronym to keep in mind for ads, real estate marketing letters, email marketing messages, and most other forms of advertising and marketing is “AIDA.” Those letters stand for “Attention”, “Interest”, “Desire”, and “Action.” If your past ads, real estate postcard campaigns, prospecting letters, or other real estate marketing efforts have failed to produce a good response rate, it may be because there was a flaw or weakness in some aspect of your message, the way your message was presented, or the way it was delivered. Choosing the right media and positioning can also be a major factor in an ad’s success or failure.
  2. The concept of “Top of Mind Awareness” is a vital element of lead generation and client prospecting in real estate agent marketing. The two components of accomplishing that objective are maintaining frequent visibility and projecting a positive image. You want prospects to think of you and call you first when they’re ready to sell or buy real estate. To the extent that it’s possible, you also want every contact with a prospect or client to be positive, upbeat, and forward looking.

 

 

 

 

Real Estate Agent Marketing Tools

Here a few cost-effective marketing tools* that can be helpful in projecting a professional image, engaging your audience, and presenting yourself in a positive light:

  1. Real estate marketing letter templates: A company I’ve been working with for a number of years has created a set of professional real estate agent marketing letters that can help increase your response rate to direct mail campaigns, boost the number of referrals and real estate leads you generate every month, and expand the success of email marketing campaigns. Visit this website for more information, real estate marketing ideas, and a free sample of an expired listing prospecting letter. This unique collection of real estate marketing letters can save you hours of valuable time and help you streamline the process of prospecting, networking, and generating real estate leads. What makes this real estate marketing kit even more valuable is the fact that is also contains 260 informative articles that you can publish in your own client newsletter, email updates, direct mail campaigns, introduction folders, and much more. Whether you need a professionally written real estate agent introduction letter, a short sale prospecting letter, .a series of FSBO prospecting letters, a new agent announcement, or a letter to first-time home buyers, this easy-to-use software will help increase your productivity, your response rate, and the number of clients and prospective clients in you pipeline.
  2. Real Estate Flyer Templates: Since image IS everything and you don’t get a second chance to make a great first impression, it’s vitally important to put your best foot forward when distributing any kind of real estate marketing materials, including real estate open house flyers and real estate email flyers. For the same reasons that home staging is a key element of effective real estate marketing, well-designed real estate marketing flyers can also make a big difference in the perception prospects have of homes you’re listing and showing. If you’re looking for real estate flyer design ideas or templates you can use to promote an open house, new listing, short sale, or reducing price offering, then visit this online source of real estate listing flyers.*
  3. Real Estate Farming Postcards: A tried-and-proven method of staying in touch with real estate prospects in your farming area is mailing out real estate marketing postcards. Real estate postcard marketing can be a good complement to a prospecting letter campaign, because one strategy reinforces the other. It also helps boost your recognition factor and your Top of Mind Awareness. If you’re looking for postcard marketing tips to get the most ROI from your next postcard marketing campaign, visit this website* about real estate postcard marketing or check out a series of articles I posted on my my website.
  4. Real Estate Email Marketing: One essential component of a successful real estate online marketing campaign is email marketing. Web-based email marketing software is available from a variety of services, including Constant Contact, AWeber, Get Response, Mail Chimp, and Flutter Mail. By inserting a small subscription form on your website — an “autoresponder” –you can automatically collect names and email addresses of site visitors who sign up for your real estate newsletter, email updates, mailing list, or special announcements.

That’s an overview of some real estate marketing strategies, templates, and marketing tools that can help you stand out from the competition and convert more real estate prospects to long-term clients and sources of referrals.

Stay tuned to this blog for more real estate marketing ideas, tips, and tools!

Thanks for stopping by.

–Joel
Freelance writer, real estate marketing blogger, consultant
email: prowriter30years@yahoo.com

 

 

 

 

 

*Disclaimer: My real estate marketing blog posts generally feature links to digital products, marketing services, and websites for which I am a compensated affiliate.

4 Tips for Improving Real Estate Agent Introduction Letters

Like any aspect of sales & marketing in real estate, mailing out marketing letters to your farming area is a “numbers game”. In principle, the likelihood of generating qualified leads through direct mail marketing increases with the number of introduction letters or postcards you send out.

If you don’t have the time, patience, or writing ability to start from scratch, real estate marketing letter templates can be helpful for getting the ball rolling.

Some Realtors and real estate agents prefer crafting their own own real estate marketing letters to make their message uniquely their own. If you’re among that group, here are four tips to keep in mind to help maximize your results:

  1. Make your letter visually appealing by breaking up the letter into paragraphs and bullet points. The selective use of headlines, subheads, italics, underlining, and bold lettering can provide visual interest and call attention to important information. One caveat to keep in mind is that all those techniques can easily be overused, which will have the opposite of the intended effect. One stylistic device that I intentionally left out of the above list is using ALL CAPs. While some real estate agents may use all caps in their e-mails and introduction letters, it usually has the effect of SHOUTING at your prospect. With rare exceptions, it’s better to resist the temptation to use all capitals in your marketing letters, real estate marketing newsletters, or any other form of communication.
  2. Include a “call to action.” Make it easy for your prospects to find your contact information and give them a couple different options (email, cell phone, website, etc.). Directly suggesting or requesting that people call, e-mail, or text you for more information will help increase response rates to your real estate marketing letter. That generally applies to real estate postcard marketing, web-based real estate marketing, real estate advertising, newsletters, and e-mail marketing. If you don’t tell your prospects what action you want them to perform, such as calling you, then they’re more likely to do nothing.
  3. Edit and be concise. One good rule of thumb in writing real estate introduction letters, newsletters, or even website content is: Use short sentences, avoid jargon and hard words, and don’t say something in 25 words when you can say the same thing in 14. Most people have short attention spans and would prefer that you get to the point as soon as possible. As soon as you lose your prospects’ interest, the letter gets tossed into the recycling bin–assuming they’re environmentally conscious.
  4. Focus on benefits. The only thing your potential clients really want to know is what you can do for them. Whether they’re property buyers, sellers, FSBO prospects, or expired listing prospects, they just want to know how you can help them solve a problem, accomplish a goal, or move on to the next phase of their lives. Also–and you probably do this when you show a home to prospective buyers–if you can help people visualize or emotionally experience the benefits of what your offering, then you’ll do a better job of capturing their interest. It’s like the old advertising maxim: “Sell the sizzle, not the steak!”

If you’re interested in more real estate advertising and marketing ideas, check out these articles I’ve posted on my website, Marketing Survival Kit.

Thanks for checking out my first in a series of blog posts on direct mail marketing for real estate agents, techniques for writing engaging real estate sales letters, and tips for creating an effective integrated marketing campaign.

Consider bookmarking or following this blog for future posts and updates.

–Joel
Business ideas blogger, marketing strategist, freelance writer
email: prowriter30years@yahoo.com

*Disclaimer: I am a compensated affiliate of real estate marketing letter templates, real estate flyer templates, and software, marketing services, and informational products.