Getting Results From Real Estate Prospecting Letters

In order to be successful, Realtors and real estate agents need to be experts on the art and science of marketing — not only marketing their clients’ real estate listings, but also marketing themselves.

When you market yourself, which is an ongoing process, it’s necessary to keep three things in mind:

  1. In many cases, your prospective clients will choose a real estate agent on the basis of trust, familiarity, and likability. As Dale Carnegie and many other thought leaders in sales and marketing have stated countless times: “People tend to do business with other people they know, like, and trust.” Getting people to know, like, and trust you is a multi-step process that encompasses everything from the quality and quantity of your website content to traditional marketing methods, such as sending out real estate prospecting letters and doing face-to-face networking and making phone calls.
  2. “Persistence breaks down resistance.” I’m not sure who originally coined that phrase, but it was one of my father’s favorite aphorisms, and one I enjoy passing along to others.
  3. Success in real estate marketing begins with the creation and implementation of a cost-effective real estate marketing plan. While your real estate marketing plan does not have to be a 25-page document consisting of elaborate charts, diagrams, case studies, and market data, it’s very beneficial to create a working document that lists your marketing strategies, your goals, and a concise SWOT analysis. When you’ve identified your “Strengths, Weaknesses, Opportunities, and Threats,” you’re in a much stronger position to capitalize on your strengths and opportunities (and create a strategy for counteracting your weakness and competitive or economic threats.)

What Role Do Real Estate Marketing Letters Play?

Marketing letters, which can run the gamut from letters of introduction to expired listing prospecting letters, can be an important building block in the success of your marketing campaigns.

In a nutshell, here are some of the key elements of a well-rounded real estate marketing strategy — including real estate prospecting letters.

  • Real estate marketing letters, including — but not limited to — real estate farming letters, thank you letters, real estate expired listing letters, requests for referrals, and real estate introduction letters, can be a valuable lead generation tool. (There’s also FSBO prospecting letters, prospective first-time home owner letters, new agent announcement letters, and letters offering a free comparative market analysis to prospective clients.)
  • A strong online presence includes a professional-looking, easy-to-navigate website providing valuable, useful, and relevant information to property sellers, home owners, and house hunters. One thing that keeps coming up in my research on successful real estate marketing techniques is the importance of maintaining an active real estate blog — usually as part of your real estate agent website. Creating and developing an active blog helps attract prospective clients to your website, gives you a good reason to send out tweets and post announcements on Facebook, and presents you as a source of credible and useful information. NOTE: If you don’t have the time, inclination, or writing ability to update your blog on a regular basis, here are two alternatives: 1) Contact me about ghost-writing weekly 500-word blog posts for your web site. I have a lot of experience with this and would be happy to show you samples of the many real estate agent blogs I’ve contributed to. In addition to that, you’d also want to post your own blog posts about your new listings, ‘just sold’ properties, and other updates. 2) Another option is to download an already-written collection of 260 blog articles that would be of interest to homeowners, house hunters, and home sellers. These real estate-oriented articles for blogs and newsletters cover a variety of topics, including home buying, home selling, gardening, home maintenance, real estate financing, home security, holiday preparation, and much more. This collection of ready-to-use articles is part of a real estate marketing kit*  that consists of 320 real estate agent marketing letter templates and the 260 articles I mentioned. More info here. [Other aspects of a strong online presence can include elements like an active social media marketing plan, a video marketing strategy, and listings in leading directories and real estate marketing websites.]
  • The creation and distribution of timely real estate newsletters can help you achieve name recognition, credibility, ‘Top of Mind Awareness’, and a reputation as a knowledgeable source or information on local market conditions, real estate marketing, and the process of buying and selling a home. Real estate newsletters can be published on a monthly or quarterly basis, and can be an effective accompaniment to a real estate farming letter campaign. Perhaps the most cost effective method of delivering real estate newsletters is through e-mail distribution. You can even automate this process by using any of a number of different autoresponders and list management services. [One web-based email marketing service to consider is Fluttermail*.]

Those are a few of the elements of an integrated marketing plan which you may want to incorporate into your real estate marketing strategy. Stay tuned to this blog for more real estate prospecting ideas, marketing tools, and success philosophies!

Feel free to contact me if you have any questions or need help with blogging or website content development.

Thanks for checking out my latest blog post!

–Joel (prowriter30years@yahoo.com)
Freelance writer, business blogger, marketing consultant

 

 

 

 

 

*Disclaimer: I am a compensated affiliate
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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.

Prospecting Letters and Real Estate Marketing Ideas

So let’s say you’re a new real estate agent or you’re an established Realtor looking to increase the number of inquiries, leads, and referrals — not to mention sales — in your pipeline. From a real estate marketing standpoint, your objective is two-fold, at least in the beginning:

  1. First of all, you want to cost-effectively gain as much visibility, name recognition, and exposure to your target audience as you can.
  2. Secondly, you want to brand yourself as a knowledgeable, proactive real estate agent who delivers exceptional client service, superior value, and optimal results to clients. Although projecting that type of image may sound like a tall order, all the pieces should organically fall together when you focus your attention on self motivation, establishing successful daily habits, and enthusiastically going above and beyond client expectations.

Real Estate Marketing Tools and Strategies

One helpful starting point for launching a successful real estate marketing campaign  is to take inventory of your available marketing tools, and then develop a realistic action plan. There are literally dozens of real estate marketing ideas you could pursue to raise your visibility and fill up your pipeline, but if you spread yourself too thin, then your results will probably be diluted and lackluster. You need to determine — based on personal experience, observation, and self assessment — what real estate marketing strategies would be the best for your personality, marketing budget, competitive environment, communication skills, knowledge of Internet marketing techniques, social media marketing savvy, and so on.

Elements of a Real Estate Marketing Plan

As you develop your real estate marketing plan, here are some tools, resources, and techniques to consider using:

  • Real estate marketing letters: Whether you’re targeting first-time home buyers, expired listing prospects, or FSBO prospects, a customized, well-written real estate prospecting letter can help. If you need an example of an expired listing prospecting letter or download an entire collection of real estate marketing letters, visit this site.* Real estate marketing letters can be used for a variety of purposes, including introducing yourself, staying in touch, providing useful information, offering solutions to homeowners and home sellers, and asking for real estate referrals.
  • Real estate postcard marketing: Distributing postcards to your farming area can be an effective method for generating leads, phone calls, and email inquiries. When you mail out “just sold” or “just listed” postcards, for example, you have a lot of factors working in your favor, such as the “curiosity factor,” instant visibility (your prospects don’t have to open an envelope or even click on an email message in their in box), and the postage is more economical than doing a full-blown real estate letter mailing campaign. If you’re interested in postcard marketing tips, check out this series of articles on my website. Although the articles were written 12 years ago, many of the marketing ideas are as valid today as they were in the early years of the Internet. By the way… If you’re planning a real estate postcard marketing campaign in the next month or two, find out how to get the best possible results by reading Real Estate Postcard Marketing’s Best Kept Secrets.”*
  • Real estate marketing flyers: Virtually any real estate marketing strategy should include the selective distribution of attractive-looking real estate marketing flyers. In addition to putting them in brochure holders, community bulletin boards, and display areas at open houses, real estate flyers can also be emailed to your subscriber list and used in conjunction with real estate prospecting letters, newsletter mailings, and other real estate marketing materials at trade show booths and local festivals. If you need design ideas or easy-to-use real estate flyer templates, visit this website*.
  • Online real estate marketing: The Internet is an amazing real estate marketing vehicle, one which barely existed just a generation ago. In addition to social media marketing channels, such as Facebook, Twitter, and Linkedin, real estate agents have a variety of online marketing options, including email marketing, blogging, and website optimization. One of the many advantages of blogging is that it’s another way to share your knowledge, expertise, and helpful suggestions with current and prospective clients. It also helps position you as an credible source of information in the eyes of home sellers, buyers, and property owners.
  • Real estate business cards: Probably the cheapest, yet most important real estate marketing tool of all is your business card. That calling card should be eye-catching, unique, easy to read, and contain the most up-to-date contact information. If a standard business card can’t contain all the information, websites, and other information you want to pass along, there’s always the option of getting “tent” or fold-over business cards.
  • Miscellaneous real estate marketing tools: As I alluded to earlier, having a viable real estate marketing plan requires that you have a pretty clear idea of the various marketing tools available to you, and which ones would be the most productive and cost effective. In closing… here are a few more real estate marketing ideas, which may or may not be appropriate for you at this time: real estate marketing newsletters, brochures, door hangers, real estate text message marketing, pay-per-click advertising, Facebook advertising, Youtube advertising, real estate video marketing, newsletters, press releases, newspaper advertising, radio and TV advertising, billboards, a distinctive voice mail message, seminars for first-time home buyers, personalized calendars, and a free competitive market analysis.

Thanks for checking out my latest ideas and thoughts on real estate postcard marketing, real estate prospecting letters, online real estate marketing, and other strategies for drumming up more client business and increasing your pipeline of sales leads.

 

Stay tuned to this blog for more real estate marketing ideas and tips in the very near future.

Best of luck in all your real estate marketing campaigns, both large and small!

–Joel
Real estate marketing blogger, freelance writer, Internet entrepreneur

 

 

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

 

 

 

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