Maximize Response to Real Estate Prospecting Letters

Sending out real estate prospecting letters to your farming area can be an exercise in frustration if you do not do everything possible to maximize two things:

  1. Your “open rate” and
  2. Your response rate.

Appearances Are Everything (Almost)

The percentage of prospects who open your envelopes and pay attention to the message inside can be disappointingly low if your marketing letter looks like a typical mass mailing — especially one that does not appear to offer the recipient any benefits or value. Although the curiosity factor can sometimes cause people to open your letter, many may dismiss it, right away, if it looks like a sales pitch or advertisement.

If you stop and think about the overwhelming number of marketing messages we are all inundated with, every day, it’s no wonder that your real estate prospects (and you and I) automatically filter out the vast majority of them.

 

Overcome The First Hurdle Of Prospecting Letters

One solution to marketing letters that don’t get read is to enclose something of value inside the envelope and, if possible, make reference to it on the outside of the envelope.

 

 

 

Here are a few examples and ideas:

  1. A small calendar with your photo and contact information
  2. A packet of imprinted garden seeds
  3. An informative article or flyer containing helpful tips for homeowners on saving money, enhancing home security, home staging, reducing energy bills, lowering grocery bills, property maintenance, landscaping tips, or an invitation to a complimentary real estate seminar. (By the way, if you need ready-made content for your direct mail campaigns or real estate newsletters, you can get 260 professionally written real estate-oriented articles* on topics that grab the attention of home owners, house hunters, and property sellers. It’s part of a marketing kit for real estate agents and Realtors that can help put you two steps ahead of the competition. Get the details, here. [As a side note, I'm available to write unique, customized content for your blog, real estate newsletter, or website. Contact me for more details.]
  4. A free news letter about real estate trends, real estate resources for home buyers and sellers, news about real estate market conditions, and so on. You can also include “just listed” or “just sold” properties in your real estate news letter.

Increasing your marketing letter’s “open rate” can depend on a lot of factors, but it helps if you can give your prospects a reason to look inside. A short blurb on the outside of the envelope about there being valuable information inside, a free gift, the latest real estate news, or money-saving tips for homeowners can often be the “nudge” that’s needed to get your marketing message seen by more prospective clients. And since real estate marketing is essentially a “numbers game,” the more prospects you successfully make contact with, the better your chances for making more sales and commissions.

Ingredients of an Effective Prospecting Letter

Remembering that most people have short attention spans, so it’s a good idea to make sure your real estate prospecting letter is well organized, visually appealing, and engaging. One way to make it visually appealing is break up the text with a lot of paragraphs (white space) and “bullet points,” like in the list below.

Here are a few ideas for engaging prospects who receive your real estate farming letters:

  • Introduction to Letter: Start your letter with a compelling question, statistic, or problem that you can solve.
  • Unique Selling Proposition (USP): While there’s a thin line between bragging and proactively marketing yourself, it is important to distinguish yourself from other real estate agents and Realtors in your area. In other words, your prospecting letter will have more impact if it includes a few sentences or bullet points about your qualifications, your successful track record, your experience, specialized training, credentials, connection to the area, familiarity with your farming area, and — last, but not least — your commitment to being available, results oriented, and responsive to client needs and priorities.
  • Contact Information: Give your prospects a lot of options for contacting you. Different people have different communication preferences. Some may prefer to talk to you directly, while others feel more comfortable using email, text messaging, or a website inquiry form. Cater to people’s individual communication styles and comfort zones by offering choices for reaching out to you and/or learning more about your services.
  • Top Of Mind Awareness: Invite your prospects to follow up or learn more about your services by subscribing to your monthly real estate newsletter … visiting your website to peruse your newest listings and video tours … or check out your latest blog post on home staging tips, how to reduce household expenses, tips on family safety, increasing the value of your prospects’ home, strategies for keeping their basement dry, and other topics of interest to your target groups.
  • And by the way: Include a “P.S.” at the end because it catches people’s attention and is frequently read.

Other factors that can help make real estate prospecting letters more effective include a clear “call to action,” an offer of a free comparative analysis of their home, and a followup letter or postcard within the next month. As you know, it’s often necessary to contact prospects a few times before they seriously consider doing business with you. But as a wise man once said: “Persistence breaks down resistance!” (unless, of course, you’re trying to sell ice to an Eskimo.)

Real Estate Marketing Tools to Consider*

  • Real estate prospecting letter templates: Visit this site* to download or learn more about a real estate marketing kit consisting of the following time-saving and lead-generating tools: 320 proven real estate marketing letters for farming a neighborhood, approaching FSBO sellers, offering your services to expired listing prospects, generating referrals, approaching first-time home buyers, and positioning yourself as a a trustworthy real estate advisor and credible source of real estate information. This marketing kit* also provides you with 260 relevant articles for homeowners, house hunters, and house sellers that you can use in your own real estate newsletter, real estate blog, email marketing campaigns, or real estate farming letters. The website also contains a free example of an expired listing prospecting letter that you can adapt to your own marketing needs.
  • Real estate flyer templates: Easily create professional-looking real estate flyers* for new listings, open houses, and marketing campaigns. Get access to 53 Templates that you can customize, print, and distribute in minutes. You can also download a free sample of an easy-to-use, professionally designed real estate marketing flyer.
  • Email Marketing Software*: Flutter Mail empowers you to email everyone on your list with the push of a button. Take advantage of their 30-day trial offer for $1.00 !*
    Fluttermail

 

 

 

 

 

 

 


 

Articles on Real Estate Marketing

The following articles on various aspects of real estate marketing will provide you with actionable ideas for increasing engagement with your target audience, expanding name recognition, maintaining Top of Mind Awareness in your farm area,  generating leads, and converting more prospects into real estate clients.

Thanks for checking out my latest blog post on how to get the most mileage out of your real estate prospecting letters, farming letters, real estate newsletters, and marketing campaigns.

Stay tuned for more real estate marketing tips in the near future!

Feel free to contact me if you need help developing a real estate blog to increase engagement, rank higher in the search engines, and attract more prospective clients to your website. (I can provide you with original content to help keep your blog relevant, fresh, and “search engine friendly”!)

 

Best of luck in all your real estate marketing endeavors

–Joel
Freelance writer, business blogger, marketing consultant

Email address: prowriter30years@yahoo.com

 

 

 

 

 

*Disclaimer: I am a compensated affiliate for the real estate marketing tools, Web-based email marketing software, and informational products featured in this blog.
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Is Real Estate Prospecting More Like Farming or Fishing?

A couple days ago, I wrote a blog post on the website Real Estate Webmasters, in which I compared real estate farming to agricultural farming. The analogy I drew is that both types of farming require patience, planning, and regular attention. Whether you’re cultivating crops or cultivating client relationships, sporadic attention or neglect will result in a negative outcome. So if you want your relationships with prospective clients to stay alive and grow — as opposed to “wither” and “die” — make sure to touch base with your farming area on a regular basis.

Lots of Fish in the Sea

The reason a fishing analogy may also apply to real estate prospecting is because the more “hooks” you have in the water, the greater your chances for landing a client. Then, of course, there’s also the metaphor of “casting a wider net.”

 

Having a lot of hooks in the water can include many different real estate marketing techniques, ranging from sending out postcards and real estate farming letters to expanding your Internet presence through blogging, email marketing, and website optimization (SEO). Social media marketing and video marketing strategies are other ways to extend your networking reach and increase online engagement.

Marketing Tools for Real Estate Agents

  • Real Estate Marketing Letters: There are dozens of cost effective ways to connect with prospective clients, as well as and existing ones, such as email marketing and direct mail marketing. Since time, patience, and energy are all precious commodities, it makes sense to have access to a ready-to-use collection of real estate prospecting letters that can be customized for first-time home buyers, expired listing prospects, FSBO prospects, former clients you’d like to reconnect with, and prospects in your farming area looking for real estate help to sell their home. If you’d be interested in a ready-to-use kit of real estate marketing templates, visit this website.* In addition to the dozens of real estate introduction letters, real estate farming letters, and real estate thank you letters it includes, the marketing kit also features a collection of newsletter articles you can publish and share with your email subscribers, as well as prospects in your farming area, and visitors to your real estate website. Even if you decide not to purchase the collection of 320 real estate letters and 260 newsletter articles in the marketing kit, the website features a free sample of an expired listing prospecting. That alone is worth the price of admission (which, of course, is free!). Simple click on the yellow “samples letters” button, and you’ll have immediate access to two real estate marketing letters: the expired listing prospecting letter and a real estate thank you letter.
  • Real estate email marketing tools: No real estate marketing plan is complete without some sort of email marketing strategy in place. Email marketing services, such as Constant Contact, Mail Chimp, GetResponse, AWeber, Campaigner, and Fluttermail* can be extremely helpful, if not indispensable, tools for automating your email marketing campaigns and effectively managing your subscriber lists.
  • Real Estate Flyers: Since image and presentation are everything — or at least close to it — it’s crucial to convey a professional and polished image. One of many ways to accomplish that is by distributing well-designed real estate flyers. Whether you’re planning an open house or an email marketing campaign, having a set of real estate flyer templates on hand can help you save time and make a positive impression on your prospects. To get a kit of 53 real estate flyer templates that you can customize and send out in just minutes, visit Turnkey Flyers*.

Stay tuned to this blog for more real estate marketing tips, prospecting strategies, and lead generation ideas.

Thanks for checking out my latest thoughts on marketing for real estate agents.

Best of luck with all your real estate marketing campaigns — both large and small!

–Joel
Freelance writer, business blogger, marketing consultant
Email: prowriter30years@yahoo.com

 

*Disclaimer: Many of my real estate marketing blog posts contain links to digital products, real estate marketing templates, and email marketing services for which I am a compensated affiliate.