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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The Ingredients of a Successful Real Estate Prospecting Letter

In many ways, the real estate prospecting letter is one of the most basic, yet powerful marketing tools available to real estate agents and Realtors. Unfortunately, this marketing tool is not always used to its fullest potential . The effectiveness of real estate prospecting letters is often directly proportional to these five variables and how well they’re applied:

  1. How engaging is the letter? The extent to which you’ve caught and held your prospects attention — starting from the first sentence of the letter — is crucial.
  2. Key features to include: How well does the prospecting letter flow from one idea to the next, establish a need for your services, highlight your unique qualifications and availability, and mention relevant market conditions that make it a favorable time for home owners or house hunters to take action now on their real estate goals (rather than waiting for conditions to improve or change)
  3. Call to action: The inclusion of more than one “call to action” (telling your prospects what to do when they finish reading your letter) can help boost your response rate.
  4. First Impressions: Is your real estate prospecting letter visually inviting…  or cluttered-looking and verbose? The answer to that question will impact the response rate to your marketing letter.
  5. Incentives and Curiosity Factor: Have you immediately aroused curiosity, grabbed attention, or given your prospects any incentive to open the envelope or click on the subject-line of your marketing email? If not, many of your prospecting letters will not see the light of day!

Maximizing the Impact of Your Real Estate Prospecting Letter

What else can you do to increase the response rate to your prospecting letters? Here are a few quick ideas that can help you generate more inquiries, leads, and clients:

  • Realize that sending out prospecting letters is an ongoing process, in which success can be defined in more than one way. Obviously, the intention of any real estate marketing strategy is to acquire more clients and generate additional income. However, if your real estate prospecting letter results in more visits to your blog, subscriptions to your email newsletter, or enhanced name recognition in your farming area, then your mailing campaign has achieved a degree of success. Of course, if the marketing letter produces phone calls, email inquiries, referrals, or additional visits to your next open house, then all the better!
  • Real estate prospecting letter templates are a good starting point for crafting a well-written marketing message to prospective clients in your farming area. If you’re looking for an extensive collection of professional real estate marketing letters for virtually any purpose — including relationship building — then visit this site*. Whether or not you decide to download the complete kit of 320 real estate marketing letters, the website features a free sample of an expired listing prospecting letter, which can provide both guidance, usable content, and structure to your letter-writing efforts. To view the sample marketing letter template*, click on the yellow “sample letters” button” on the website.



Thanks for checking out my latest thoughts and ideas on real estate prospecting tools and lead generation strategies. Stay tuned for updates in the near future!

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

 

 

 

 

 

*Disclaimer: My real estate marketing blog features links to prospecting templates, real estate marketing letters, email marketing services, and digital products for which I am a compensated affiliate.

 

 

Marketing Real Estate With Prospecting Letters

Question: Can real estate prospecting letters be used to produce sales leads, increase name recognition in an agent’s real estate farming area, and generate inquiries from prospective clients?

Answer: The short answer is “yes!” Here’s the longer answer:  Real estate prospecting letters can and do accomplish all those things if they’re well written, targeted, and sent out as part of an integrated marketing plan. What that essentially means is that building “top of mind awareness” is an ongoing process in which one real estate marketing strategy reinforces another.

As an example, if you mail out one real estate marketing postcard to your farming area announcing a “just sold” or “just listed” property in the neighborhood, it may get noticed by a handful of people and produce a few phone calls. More importantly, though, you’ve begun the process of familiarizing people in your farming area with your name, your photo, and your proactive approach to marketing real estate listings.

Side note: Sending out real estate introduction letters, marketing postcards, or farming letters could be compared to planting seeds — which is probably why they’re called “farming letters”. Those individual contacts need to be nurtured, though, so they can grow into profitable client relationships.

 

 

 

 

 

Let’s say a few weeks later, you send out a real estate prospecting letter to the same group of homeowners, offering a free competitive market analysis — perhaps with an attention-catching blurb on the outside of the envelope, such as “Find out how much your house is really worth.”

Then, a month later, you sent out a real estate marketing newsletter updating your farming area on the latest news, trends, and relevant statistics in the real estate market. UPDATE: In my geographic area, for example, a local association of Realtors announced today that pending sales of new and existing single-family houses were 14 percent higher last month, than they were last year during the same period. This, coupled with a 16% decrease in local inventory, has created a “sellers’ market,” according to the association’s CEO. It’s exactly this type of timely real estate news that would be of interest to homeowners in your farming area — especially the ones thinking about putting their house on the market in the near future.

Real Estate Marketing Strategies

By sending out periodic real estate news letters — using postal mail and/or email — you’ll be positioning yourself as a source of credible and up-to-date information about the local real estate market. You can reinforce that image and expand your visibility by creating a real estate blog and posting articles to it at least once a week. You can either create a blog on your own website (contact your web hosting service if you have any questions about doing this) or you can publish blog posts through your Linkedin account and have it shared with everyone in your network. It’s also a good idea to share your real estate blog posts with your followers on Facebook, Twitter, Google Plus, and other social networks you post on.

So whether you’re mailing out real estate prospecting letters, publishing weekly blog posts, sending out real estate marketing newsletters to your farming area, or creating top-of-mind awareness through a real estate postcard marketing campaign, a combined approach to real estate farming is one of the most effective ways to get noticed and stand out from the crowd.

Visit my website for helpful tips on postcard marketing, social media marketing for real estate agents, business-building articles and real estate marketing strategies.




Ready-to-use Marketing Letters for Realtors
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Thanks for checking out my latest blog post on marketing for real estate agents and Realtors. Feel free to contact me at my email address if you have any comments, questions, or points of clarification.

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

 

 

 

 

 

 

*Disclaimer: My blog posts generally feature links to real estate marketing templates, email marketing services, relevant digital products, and prospecting letter kits for which I am a compensated affiliate.

Are Real Estate Prospecting Letters Obsolete?

Although the way people communicate and gather information has changed dramatically over the past couple decades, real estate prospecting letters are not at all obsolete — especially when you consider how they can be used in email marketing, website content development, and real estate blogs.

Sending real estate marketing letters to prospects the “old fashioned way” (using the postal service) is still a viable way to generate leads, produce inquiries, get referrals, and maintain “top of mind” awareness in your farming area.

Real estate agent marketing letters, when used correctly, can be a valuable part of an overall integrated marketing plan. By creating a marketing plan that consists of a combination of cost-effective strategies, then one method will tend to reinforce other marketing avenues and work together in a synergistic way.

Developing a Real Estate Marketing Plan

In a nutshell, marketing real estate effectively is the result of several factors all coming together in a cohesive way. Some of the main ingredients of a successful real estate marketing strategy include the following:

  1. Impeccable knowledge about real estate marketing (both “old school” and “new school”), superior communication skills (aka “people skills”), an excellent understanding of how real estate transactions work (from start to finish), and a high level of motivation to produce results for your clients and generate income for you and your family.
  2. Establishing goals and creating a real estate marketing plan that encompasses several different techniques, including Web-based marketing, the use of real estate prospecting letters, selective advertising (based on your budget and the value of the advertising medium, itself.), and, of course, plenty of face-to-face networking and phone calling. Those aren’t all the components of a real estate marketing plan, but it represents a snapshot of many of the key elements.

 

 

 

 
Thanks for checking out my latest thoughts about real estate marketing, prospecting letters, and marketing tools.

Stay tuned for more real estate agent marketing ideas over the next few days.

–Joel
Real estate marketing blogger, freelance writer, marketing consultant
email: prowriter30years@yahoo.com

 

 

 

 

 

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