One of the main reasons that many real estate prospecting and marketing letters fail to generate the maximum number of responses and inquiries is that the first sentence doesn’t engage the reader.
For example, if you’re writing a real estate agent introduction letter, you’re probably not going to catch your prospects’ attention by using the first sentence to introduce yourself. In most cases, it would be more engaging to ask a question, cite a statistic, or make a compelling statement in the very beginning of your introduction letter. Here are a few examples to consider for your next real estate farming letter:
- Sample introductory paragraph: “If you’re considering selling your home in the near future, here’s a statistic you might want to keep in mind: Houses sold in March stayed on the market for an average of 47 days, according to the National Association of Realtors. Although there are dozens of variables that can affect how long it takes to find a buyer for your home, the one factor you have the most control over is the real estate agent you choose. When you enlist the help of a real estate professional who will hit the ground running and create a proactive marketing plan for your house, your chances of selling your home quickly increase dramatically. [Then, in the second paragraph, you can introduce yourself and list the reasons why you're the best real estate agent with whom to list their house.]
- Sample introduction #2: Have you been thinking about putting your house on the market, but are petrified by the thought of choosing the wrong real estate agent — one who is all talk and no action, for example? While there are quite a few qualified real estate agents in this area, randomly choosing one can be a risky proposition. It’s a lot like the “box of chocolates” metaphor in the movie Forrest Gump: “You never know what you’re going to get.” [You can use paragraph two to introduce yourself and explain why your approach to real estate marketing is the one that would best serve their needs.]
- Sample introductory sentence #3: There are a lot of potential pitfalls to selling a home in today’s real estate market, so it pays to choose a real estate agent who is both dedicated and knowledgeable.
While I’m not recommending that you use the exact wording of those sample openers — especially if they don’t reflect your personality or the current market conditions — I did want to give you some creative ideas on how to engage your audience with questions, thought-provoking statements, and even references to popular culture or quotes.
Marketing Templates for Real Estate Agents
If writing real estate marketing letters appeals to you about as much as sitting in the dentist’s chair for the next hour or two, then there IS an alternative. Visit the website “My Real Estate Letters” for a collection of prospecting letters, introduction letters, and networking letters that will save you both time and aggravation. Even if you’re not interested in downloading the real estate marketing kit they offer, the website provides a free look at two professionally written real estate sample letters, including an expired listing prospecting letter. Check it out, here.*
Thanks for stopping by my real estate marketing blog. Stay tuned for more prospecting ideas, real estate marketing strategies, and examples of creative ways to write real estate farming letters and other types of agent-to-prospect communications.
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Freelance writer, business blogger, marketing consultant
*Disclaimer: My blog posts feature links to websites and digital products for which I am a compensated affiliate.