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Whether you’re new to the real estate profession or just new to a particular real estate farming area, introducing yourself is a key element to generating leads and attracting new clients. Real estate agent introduction letters have been a staple of real estate marketing plans since time immemorial (well, maybe not THAT long), and will continue to be a valuable marketing tool for the foreseeable future.
If real estate agent introduction letters are such a great way to kick-start a real estate career, you might wonder, then why do they produce such inconsistent results — sometimes bringing in just a small trickle of inquiries and responses?
Boosting Response to Your Agent Intro Letters
There are a variety of reasons that some direct mail campaigns are more successful than others:
- A common barrier to a successful marketing letter campaign is the envelope. When some people in your farming area sort through their mail, every day, they may not even open a letter that looks like it might fall under the category of contain so-called “junk mail.” In many cases, it will go straight to the recycling pile. Thanks, in part, to all those unwanted credit card offers we’re all inundated with, people are becoming increasingly resistant to unsolicited offers and commercial messages of almost any kind. (Okay, maybe that was a little bit of an editorial comment, there!). But, the important thing to keep in mind is that there are ways to circumvent the problem. One way is to avoid using printed envelopes emblazoned with your real estate logo or even revealing the fact that the letter is coming from a real estate agent. Obviously, you’re going to make that perfectly clear in the introductory letter, itself, but you don’t necessarily want to give people the opportunity to prejudge the value of the letter and dismiss it before even opening the envelope. Other tactics for getting prospects to actually look at your introductory letter is to print, stamp, or write some sort of attention-catching blurb on the outside of the envelope (Actually, writing anything on hundreds of envelopes would probably induce a major case of “writers’ cramp!”) What you say on the outside of the envelope is only limited by your creativity and imagination, but it should either arouse curiosity, mention a free enclosure inside such as a calendar or packet of garden seeds, or make reference to updates or developments in the neighborhood or local real estate market. Enclosing a one-page real estate newsletter can also be a value-added approach to getting prospects to open your envelope. Developing an email list through your real estate website or blog is yet another way to potentially increase the “open rate” of your new agent introduction letter. When you switch to email marketing, though, you’re faced with a new challenge: writing an attention-grabbing “subject line” that will entice people to click on and open your email message! The bottom line, however, is this: It’s all doable, and it only takes a few extra minutes to implement strategies that will get your real estate marketing letters read and responded to. (Note: These so-called obstacles are only small hurdles on your way to the “finish line.”)
- Another possible reason for a marketing letter or new real estate agent announcement letter to get a low response rate is a lack of engagement. In other words, is your real estate introduction letter engaging your recipients by either asking a question, citing a relevant statistic, or making a thought-provoking statement that would draw people into your message?
- Thirdly, all effective real estate agent introduction letters need to include more than one “call to action.” As you probably know, a call to action is a clear suggestion, request, or invitation to contact you — to either make an appointment to discuss their real estate needs or to simply “pick your brain” about the local real estate market, the process of putting a house up for sale, or to find out what they need to do to prepare their house for sale. A “call for action” can also be an invitation to check out your latest listings on your website, Facebook page, or real estate blog. Another strategy is to offer prospects a free comparative market analysis. As I’ve mentioned in other blog posts, a great place to reiterate your call to action — especially if it’s a time-sensitive offer or invitation — is a “P.S.” at the end of your real estate introduction letter. Whether your prospects are reading your letter word-for-word or just scanning it, their eyes will typically be drawn to a P.S., because there’s the perception that it contains an important reminder or afterthought.
Marketing Letter Templates, Ideas, and Samples
If you’re at a loss of what to say in an introductory letter, you can download 12 variations of new agent introduction letters at this website*. The real estate marketing website also features a free sample of an expired listing prospecting letter. By the way, there are several elements of that sample letter that can be adopted for use in a neighborhood letter introducing you as a new real estate agent in your farming area. Visit the site* for an array of useful real estate agent marketing tools and prospecting letter templates for agents and Realtors. The marketing kit includes the following templates, marketing materials, and relationship-building content:
- Introduction letters
- New real estate agent announcement letters
- Farm area prospecting letters
- 22 different marketing letter templates for FSBO prospects
- Real estate prospecting letter targeting renters
- Short sale prospecting letters
- Home staging letters
- Referral letters
- Real estate agent thank you letters
- Buyer letters and seller letters
- Networking letters to other real estate agents, Realtors, brokers, and other professionals
This extensive marketing kit of real estate letter templates and marketing strategies also includes a collection of 260 professionally written articles to catch the interest of homeowners in your farming area, other prospective clients, and your real estate newsletter subscribers. Get more information, here.
Thanks for checking out my latest thoughts on real estate marketing, direct mail strategies, email marketing, and — more specifically — ideas for improving the response rate of your new real estate agent introduction letters.
Stay tuned to this blog for more new real estate agent tips, marketing ideas, and prospecting strategies.
*Disclaimer: My real estate marketing blog posts often feature links to marketing templates, software, professional development courses, and/or digital products for which I am a compensated affiliate.