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.

Prospecting Letters that Generate Real Estate Leads

The ideal scenario in real estate sales is to have one or more marketing campaigns in place that cause qualified prospects to contact you, rather than vice versa.

Imagine a steady stream of home owners and house hunters inquiring about your services, every day, in response to real estate postcard mailings, prospecting letters sent to your farming area, real estate listings on your web site, your monthly real estate email newsletter, referrals, a series of engaging blog posts you wrote and promoted, and other real estate marketing strategies.

Direct Mail Marketing Tips For Real Estate Agents

While it may take some time, legwork, and organization to get a productive pipeline like that working for you, sending out real estate prospecting letters can be one of several effective methods for “priming the pump” and generating real estate leads. In addition to mailing general marketing letters to your farming area, you can also focus on reaching out to specific segments of the marketplace by doing these kinds of targeted mailings:

  • FSBO real estate prospects
  • Expired listing prospects (View free sample letter here)
  • Short sale prospects
  • Apartment, condo, or house renters considering home ownership
  • Growing families (new parents) realizing the need for more bedrooms, bigger back yard, or a better school district
  • Retirees either looking to downsize OR to buy a vacation home
  • Executives or other professionals relocating to a new community
  • Past clients who might be ready to move or who might know someone looking to buy or sell real estate
  • Real estate investors or landlords in the market for income-producing property

By targeting your audience as much as possible and tailoring the prospecting letter message to the needs and wants of specific demographics, you’ll be increasing the likelihood of generating more qualified leads.

Real estate marketing tip: Experiment with different subject lines for your email promotions to increase your percentage of emails that are actually opened and read. The same thing applies to the “open rate” of your direct mail campaigns and farming letter mailing, which can often be improved by printing, rubber stamping, or even writing blurbs (“teasers”) on the outside of your envelopes.

By the way. . . When you use email marketing services, such as Mail Chimp, Constant Contact, AWeber, GetResponse, and Fluttermail, it’s usually possible to insert the recipient’s name in the subject line, a tactic that frequently results in a higher open rate.

Real Estate Marketing Tools*

There is a variety of real estate marketing templates, prospecting letter kits, email marketing software, real estate flyer template kits, and real estate postcard marketing ebooks you can download to help you improve your lead generation results, save time, and present a more professional image to your prospective clients.


Thanks for checking out my latest blog post on real estate marketing tools*, direct mail strategies for real estate agents, and email marketing tactics.

Feel free to contact me if you have any questions.

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

 

 

 

 

 

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