Give Your Real Estate Prospecting Letters a Tune-Up

The good news about real estate prospecting letters is that they can be a cost-effective marketing tool for generating leads in and around your farming area. The potentially bad news about using prospecting letters is that the results they produce often fall short of expectations.

There are a lot of reasons for real estate marketing letters performing poorly, but the thing to keep in mind is that many of those flaws are correctable. In other words, if you take a close look at the content and appearance of your real estate letters, there are frequently changes, edits, and improvements you can make that will enhance your response rate and help you produce better results.

 

Here are a few often-overlooked tweaks you can make that can strengthen your marketing message and help you produce more responses from prospective clients in your farming area.

 

Tips For Improving Your Real Estate Prospecting Letters

  1. As an example: Real estate agent introduction letters often begin by saying something like this:  “Hello. My name is John Q. Farmer, and I’d like to take this opportunity to introduce myself and my real estate marketing services to you.” While that wording may occasionally work to generate a real estate lead or two, a more engaging way to get your prospects to read your letter is by either starting out with a thought-provoking question or a statistic that potential clients will relate to. A strategy that does not occur to many real estate agents — but that can be more effective — is to introduce yourself in the second paragraph, instead of in the first sentence. That way, you’ve used a strategy to catch their attention and get them thinking about things like the potential pitfalls of choosing the wrong real estate agent or attempting to sell their home on their own. The next logical step in your real estate prospecting letter (or introduction letter) would be to spell out the reasons you are the best choice for helping them achieve their real estate goals in the most efficient and effective way possible.
  2. Prospecting letter tips: Avoid the temptation to throw together and send out a boilerplate prospecting letter that looks cluttered, poorly organized, impersonal, and unedited. Taking the time to carefully proofread and review your marketing message can have a positive impact on your response rate. Another fatal flaw of many real estate farming letters is a failure to include a persuasive “call to action.” In addition to urging prospects to contact you for a free comparative market analysis of their home, you might also want to encourage them to visit your blog or subscribe online to your free real estate newsletter featuring articles on home staging strategies, household energy saving tips, the latest real estate market trends, home security tactics, and/or how to choose a real estate agent who will best serve their needs. Note: If you’d like to have access to a collection of professionally written real estate articles on topics like home selling, home buying, home staging, and real estate financing, then check out this real estate marketing kit.* It features 260 relevant articles you can use in your own blog, newsletter, or web site. The kit also includes 320 real estate prospecting templates and marketing letters you can easily customize and send out to your farming area or email subscriber list. One resource that can be of immediate benefit to you and your real estate marketing efforts is the free sample of an expired listing prospecting letter that is featured on the website. More details, here.

By the way, if you need professional, easy-to-use real estate flyer templates (for open houses, direct mail campaigns, new listings, and real estate flyer dispensers), you can request a free sample or purchase an entire set of open house/real estate listing flyers at Turnkey Flyers.*

 

 

 

 

 

 

 

Thanks for letting me share my latest thoughts on marketing strategies, real estate prospecting letters, email marketing, and direct mail techniques.

Stay tuned for more real estate marketing ideas!

–Joel
Freelance writer, business blogger, marketing consultant
Feel free to email me if you have any questions, comments, or inquiries.

Key Takeaways and additional points about real estate prospecting letters:

  • One formula for writing an effective real estate prospecting letter is to begin the message with an intriguing statistic, engaging question, or a statement that makes people sit up and take notice. The type of psychological response you want to elicit is something along the lines of “I didn’t know that!” or “Yes, that IS a concern of mine!” or “I can relate to what you’re saying!” or “Yes, that describes our situation perfectly!” From a sales standpoint, it’s beneficial to create a feeling of connection, agreement, or engagement as soon as possible in your message — whether it’s in an introductory letter, a real estate farming letter, or a expired listing prospecting letter.
  • One strategy for increasing interest in your real estate marketing letter is to enclose a brief real estate newsletter and print a short blurb about it on the outside of the envelop to arouse curiosity or trigger interest.
  • In addition to including the usual “call to action” in your real estate prospecting letter, such as “Contact me for a free comparative market analysis,” or “Call me if you’re thinking about putting your home on the market,” a good way to create more engagement and top-of-mind awareness is to encourage them to check out your latest blog post on a topic of interest to homeowners, such as home security tips, how to save money on energy costs, or “ten tips for selling your home faster”.
  • Make your real estate prospecting letter as visually appealing as possible by breaking it up into several paragraphs and including as much “white space” as you can. Including several “bullet points,” like the ones in this list you’re reading, will also help pull in the attention of your prospects and enable them to digest your message more easily. If your letter looks too cluttered and long, then many people won’t have the patience or time to sift through all those words!

I invite you to visit this real estate marketing blog again for more tips, strategies, and techniques for creating effective real estate prospecting letters, farming letters, and agent introduction letters. I’ll also include helpful sales and marketing tips, email marketing ideas, and strategies for creating an effective integrated marketing campaign in your real estate farming area.

If you’re interested in downloading a set of already-written real estate marketing letter templates and articles for your newsletter or blog, then visit “My Real Estate Letters.”

Contact me if you have any questions and/or need engaging blog posts written for your real estate website, newsletter, or blog. I’d be happy to provide you with links to samples of my writing that are now appearing on dozens of real estate agent websites.

 

 

 

 

 

Need Website Development Services?
Check out this resource:*
Agent Evolution

 

*Disclaimer:  I am a compensated affiliate of a number of digital products and real estate marketing tools and services referenced in this blog, such as real estate flyers templates, real estate agent website development services, prospecting letters, templates for real estate agent introduction letters, short sale prospecting letters, FSBO prospecting letters, real estate open house letters, neighborhood listing announcement, new agent announcement, and real estate thank you letters.

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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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Generate Leads With Real Estate Introduction Letters

As a new real estate agent or Realtor in a particular farming area, one of your first orders of business is to build name recognition. There are a variety of cost-effective methods you can use to introduce yourself to prospective clients in your community, including the following ideas:

  • Sending out real estate agent introduction letters, via either postal mail or email
  • Distributing press releases to the media introducing yourself
  • Creating a new blog to introduce yourself and share relevant information with prospects, existing clients, and the local media
  • Launching a real estate postcard marketing campaign
  • Developing a content-rich real estate website

There are actually dozens of potential real estate marketing strategies you can  use to introduce yourself as a real estate agent to your local area, including social media marketing, real estate video marketing, publishing a monthly newsletter, and content marketing (having your articles published on websites related to real estate marketing, home ownership, the local real estate market, the desirability of living in your community, and so on).

The Role of Real Estate Introduction Letters

As you’ve heard countless times, prospects generally need to be exposed to your name, your face, and your message several times before being receptive to doing business with you. One of the most important principles in real estate marketing is that people gravitate to Realtors and real estate agents who they know, like, and trust. Building recognition, credibility, and trust is an ongoing, gradual process comparable to building a house. You start with the foundation, construct the framework, and then methodically create a cohesive and long-lasting structure from there.

In many ways, a real estate agent introduction letter is like the foundation of a new building. The intro letter sets the stage for future contacts and it opens the door to inquiries, lead generation, and potential client relationships.

It’s a starting point.

Introduction Letter Templates

Although “canned” real estate introduction letters can sometimes be a turn-off to potential clients, you can use marketing letter templates to your advantage by personalizing the content in them.

A website I’m affiliated with, called “My Real Estate Letters“, offers an extensive marketing kit for new agents and Realtors, consisting of 12 different versions of real estate introduction letters, as well as professionally written real estate prospecting letters, thank you letters, real estate newsletter content, and an assortment of farming letters and relationship-building tools.


 

Visit this website* for more information, including a free sample of an expired listing prospecting letter. Navigational tip: When you go to the website, click on the yellow button that says “Sample Letters” to view the free example of a real estate prospecting letter template.

Thanks for checking out my latest post on the many aspects of marketing real estate.

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

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

 

 

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

Getting Results From Your Real Estate Farming Letters

The analogy of tending to a garden or crop field (farming) is a perfect metaphor for being  a real estate agent or Realtor. When you stop and think about it, there are a lot of parallels between real estate farming and agricultural farming. Whether you’re cultivating crops or potential real estate clients, it’s necessary to adopt a patient, nurturing, and forward-looking mindset. (I took a closer look at this topic in a blog post I wrote for the website Real Estate Webmasters.)

As an example, it wouldn’t be too productive to plant some seeds in the ground, and then return a few months later hoping for an abundant harvest. It’s necessary to till the soil, add fertilizer, pull weeds, make sure the seeds receive enough water, and take measures to protect the seedlings from a variety of natural threats.

I don’t want to get all spiritual on you, but faith also plays a role in both real estate farming  and agricultural farming. There’s no guarantee that planting seeds — either literally or figuratively — is going to produce any results. However, when you infuse a feeling of faith and optimism into your farming efforts, your chances of a bountiful “harvest” are multiplied many times over. (It also helps to plant a lot of “seeds”!)

Another real estate tie-in with the idea of crop farming is the concept of “drip marketing.” To quote an article on Wikipedia, “The phrase ‘drip marketing’ is said to be derived from ‘drip irrigation’, an agriculture/gardening technique in which small amounts of water are fed to plants over long periods of time.” The Wikipedia article provides some excellent insights on the connections between drip marketing, lead generation, and effective business communication.

What is Drip Marketing?

Drip marketing is most closely associated with email marketing because of the ability to automate email messages. Web-based email marketing software, for example, enables you to set up a predetermined schedule for sending out a series of sales messages to your email subscribers, a system which can help automate and streamline your real estate farming letter campaigns. When you use email marketing services, such as Constant Contact, Mail Chimp, Campaigner, GetResponse, AWeber, and Fluttermail*, you can put a portion of your real estate farming efforts on “autopilot.”

Real Estate Farming Letters

If you need a series of real estate farming letters to use in your drip marketing campaign, you’ll find a large selection of prospecting templates at “My Real Estate Letters.” This versatile real estate marketing kit includes a series of prospecting letters and marketing letters for generating leads, inquiries, and real estate referrals. By downloading this real estate marketing tool to your computer, you can have instant access to professionally written letters for real estate agents and Realtors.

Visit the website* for more details and to check out a free sample real estate farm letter targeting expired listing prospects.

Those are a few of my thoughts on cultivating a real estate farming area using marketing techniques, such as email drip marketing, real estate prospecting letters, and direct mail marketing.

Good luck with your email drip marketing campaigns, and make sure to stay tuned to this blog for more real estate marketing strategies — as well as my main website: Marketing Survival Kit

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

 

 

 

 

 

 

*Disclaimer: My blog posts generally include links to digital products, marketing templates, and email marketing services for which I am a compensated affiliate.

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Real Estate Marketing Materials, Templates, and Tools

Whether you’re a new real estate agent or a seasoned Realtor®, there’s always room for more sales leads in your pipeline. Rather than going off in a hundred different marketing directions in your quest for more clients, why not focus on a few tried and proven methods, and then branch out from there.

To avoid some of the potential pitfalls of implementing new real estate marketing strategies, templates — such as open house flyers and prospecting letters — can help boost your productivity, generate inquiries, save you time and frustration.

Many Realtors and real estate agents excel  in the areas of salesmanship, negotiating the best deals for their clients, and problem-solving skills, but when it comes to sitting in front of a computer screen and writing an effective farming letter, referral request, or even a real estate thank you letter, they get bogged down.

Real Estate Prospecting Letters

The solution is to download a collection of professionally written real estate marketing letters that only require some minor tweaking and customization. That way, the hard work is already done for you, and all you need to do is insert the appropriate information in the designated spots and add your personal touches.

Visit this website* to get access to an extensive source of ready-to-use real estate marketing letters (320 letters) that can be used for dozens of different purposes and situations. It’s part of a client prospecting kit that includes the following real estate marketing tools.

  • New real estate agent introduction letters
  • Expired listing prospecting letters (free letter sample available)
  • Farming area prospecting letters
  • Short sale prospecting letters
  • FSBO real estate prospecting letters
  • Home staging letters
  • Referral requests
  • Real estate thank you letters
  • Prospecting letter offering free competitive market analysis
  • Letter to first-time home buyers
  • Prospecting letter targeting apartment renters
  • Open house invitations
  • Followup letters to potential buyers
  • Status reports, updates, and thank you letters to clients

When you order this kit of real estate letters, you also get 260 news letter articles you can use in your real estate email marketing program, direct mail campaigns, client welcome folders, open houses, home buyer seminars, and so on. For more details, visit “My Real Estate Letters*”.

Another real estate marketing tool that every Realtor and agent needs is real estate flyer templates. If you or an assistant has been designing real estate flyers that look a little, shall we say, “amateurish,” that could negatively impact your image and the marketability of your listings.

Real Estate Flyer Software

If you need a cost-effective marketing tool to solve this problem, there’s a kit of 53 real estate flyer templates* that are easy to use, professionally designed, and versatile. Visit Turnkey Flyers to view their gallery of real estate flyer designs and ideas. Their user-friendly real estate flyer software gives you the ability to create a real estate flyer in less than five minutes (Their online demonstration only takes about three minutes.)

 

 

Real Estate Flyer Maker

 

 


Real Estate Marketing Materials

Other real estate marketing materials that can help you project a professional image and instill confidence in your clients and real estate prospects include the following:

  • Professional looking real estate business cards
  • Real estate flyer boxes, flyer holders, and/or flyer tubes (available through Staples®, Amazon.com, etc.)
  • Real estate marketing postcards (Get free postcard marketing tips on my website)
  • Color brochures
  • Mailers
  • Greeting cards
  • Door hangers
  • Real estate marketing products and gifts (Real estate marketing idea: A unique and cost-effective real estate marketing idea that occurred to me while perusing a promotional products website is seed packets imprinted with your name on the back. It’s a great promotional item to enclose in real estate farming letters (no pun intended!). Although seed packets are not heavy or bulky, it will be obvious to the recipient that there’s something inside the envelope besides a sales letter. It will not only increase the “open rate” of your real estate farming letters, but it will also enhance the perceived value of your mailing and make you, as a real estate agent, more memorable.)

Thanks for checking out my latest real estate marketing blog post. Stay tuned for more strategies, real estate agent marketing tips, promotional ideas, and prospecting letter writing examples.

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

 

 

 

 

 

 

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

Templates and Prospecting Letters for Real Estate Agents

Although the cliche “Time is money” is a hackneyed one, there is more than a grain of truth in that saying. Productivity and success in the real estate business are the direct result of careful time management, a positive mindset, and a commitment to continually honing your skills and knowledge.

Having immediate access to a collection of professionally written real estate prospecting letters* doesn’t hurt, either!


 

Free sample letter: If you’d like to get some free tips (in the form of an example) on how to write a professional real estate expired listing lettervisit this site* and click on the yellow button that says “sample letters.” You’ll also have the option to purchase and download an extensive marketing kit for real estate agents, consisting of 320 real estate marketing letters and 260 articles you can use in direct mail campaigns, email newsletters, and real estate farming letter mailings. The articles can add value to your prospecting letter campaigns, and, if you reference them on the outside of the envelope, it can help increase the percentage of letters that are opened, read, and acted on.

 

 

 

 

 

 

Generate Leads From Your Real Estate Marketing Letters

In addition to printing, stamping, or writing (well, maybe not writing!) some sort of blurb or “teaser” on the outside of the envelope, here are a few ideas to help you increase the response rate to your real estate farming letters:

  1. A prospecting or marketing letter can often be more engaging if you start it off with a relevant question directed at your prospect– ideally one that elicits a “Yes” response.
  2. Another approach to drawing your prospect into the main body of the message is to make a dramatic statement about either the real estate market, the typical amount of time that a house remains on the market, or the pitfalls of a FSBO approach to selling a home.
  3. A real estate prospecting letter that is visually interesting will stand a much better chance of being read than one that consists of a big block of boring, disorganized text that doesn’t enable the reader to easily scan the message and pick out important points. Breaking up your marketing letter into several paragraphs is one way to accomplish that, but it also helps to use short bulleted lists and the selective use of elements like bold letters, underlined words, yellow highlighting, subheads, and italics. One word of caution: It’s really easy to overdo it with all those attention-catching devices I just mentioned, so a good rule-of-thumb to keep in mind is “less is more.”
  4. The cardinal rule of writing any sales letter or marketing material is to always include a clear “call to action” in your message and give your prospects several ways to contact you. (Different people have different preferences and “comfort zones.”)
  5. Another principle of increasing the response rate of your real estate marketing letters is to include a “P.S.” at the end of the letter. Even when people aren’t reading a farming letter word for word, their eyes will usually be drawn to the P.S toward the bottom. It’s a proven attention-catching device, and can often be a good place to reiterate or include another call to action.

 

 

 

 

 

Thanks for checking out my latest marketing ideas for real estate agents and Realtors.

Stay tuned to this blog for more tips and strategies for everything from real estate email marketing strategies to video marketing, real estate flyers, and postcard marketing.

Best of luck in all your real estate marketing campaigns!

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

BTW… If you haven’t done so already, don’t forget to take a look at the free sample of an expired listing real estate prospecting letter at the website “My Real Estate Letters.” (When you get there, click on the yellow button that says, “Sample Letters.”

One more thing before I wrap up this blog post…

More Real Estate Agent Marketing Tools*

If you’re looking for other marketing templates, prospecting ideas, or real estate marketing materials to support your sales efforts, these items* might be exactly what you need:

 

Until next time!

 

 

 

 

 

 

 

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

 

 

 

Improve the Response Rate of Your Real Estate Letters

In spite of the multitude of online marketing options available to real estate agents, prospecting letters are still a tried-and-proven method of generating leads, increasing name recognition, and standing out from the competition.

As is the case with any kind of real estate marketing, there are a few hurdles to clear before you can arrive at the “finish line”. Whether your sending your marketing letters via email or the postal service, the potential obstacles to producing a response from your target audience are the same:

  • Getting Your Letter Opened: When you consider how inundated people are with emails, sales pitches, ads, and special offers of every description, it’s no wonder that a percentage of emails and real estate marketing letters and are never opened. You can reduce that number to a bare minimum by taking a few extra minutes to compose an intriguing subject line for your email marketing letters… or printing a brief blurb on the outside of your postal envelopes, one that would evoke curiosity or interest in what’s inside. It might take a little experimentation to discover what works best, but once you get in the flow of writing effective real estate marketing headlines, it should soon become second nature.
  • Engaging the Prospect: Once you get the prospect to open the envelope or email, you have a few short seconds to spark their interest and draw them into the message. There are a variety of ways to do this, such as asking them a question they can relate to, making a statement that establishes the need for your services, or quoting a compelling statistic or trend in the real estate market that might affect them.
  • Getting the Prospect to Take Action: One missing element in some real estate marketing letters and new agent introduction letters is a “call to action”. A good place for a second call to action is in the “P.S.” at the end of your real estate prospecting letter or email. Keep in mind that some people are more comfortable using email, rather than the telephone, to make an initial inquiry. Other real estate prospects may prefer to check out your website first, your latest blog post (if you mention it), or even your Facebook page before picking up the phone. So, in your farming letter or real estate introduction letter, make sure to give your prospects plenty of choices for contacting you, following up, learning more about you, joining your email list, or checking out your latest real estate listings. Make it easy and comfortable for them to respond to your “calls for action.”

That’s a quick overview of some of the potential sales hurdles you may face when sending out real estate farming letters, introduction letters, FSBO prospecting letters, and expired listing letters.

By the way, if you need an example to follow for composing a professional-sounding expired listing prospecting letter, visit a website called “My Marketing Letters” and click on the yellow “Sample Letters” button.

The website features a free sample of an expired listing letter, which you can use immediately to offer your services to potential clients in that target market. (Just add a few personal touches to the prospecting letter template, including the prospect’s name, your real estate designation, and your contact information.

BTW… Don’t forget to add a “P.S.” at the end of the prospecting letter to either promote your latest blog post, reiterate your interest in scheduling an appointment, or to encourage them to visit your website — preferable directing them to a webpage that features glowing testimonials from satisfied clients and/or photos of you (and clients) standing in front of “sold” signs. Testimonials, third-party recommendations, client success stories, and photos can have a lot of impact when trying to gain the confidence of new clients



Stay tuned to this blog for more insights into real estate marketing, lead generation strategies, and email marketing techniques for real estate agents.

Thanks for checking out my latest post!

Feel free to contact me if you have any questions.

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

 

 

 

 

 

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

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Generate Leads With Real Estate Farming Letters

Depending on who you talk to, real estate farming letters are either a guaranteed way to generate leads or a complete waste of time and money.

In reality, the truth lies somewhere between those two statements, and your degree of success depends largely on factors within your control.

One of the cornerstones of a successful real estate marketing strategy is the realization that client acquisition, effective networking, relationship development, and building name recognition in your farming area is a process, rather than the result of a few sporadic direct mail campaigns.

Well-written real estate farming letters CAN produce a flurry of phone calls, email inquiries, and qualified leads, but, as the old expression goes: It’s better not to put all your eggs in one basket!

 

 

 

 

 

But getting back to the topic of real estate farming

Marketing Tips for Real Estate Agents

Here are three strategies for increasing the response rate to your real estate farming letters:

  1. Go into it with a positive attitude! Whether you’re sending out real estate prospecting letters, press releases, a postcard mailing , open house flyers, real estate referral letters, newsletters, or an update to your email subscribers, it’s beneficial to infuse your message with a feeling of optimism, enthusiasm, and confidence in your abilities. The slightest hint of negativity, self doubt, or pessimism can easily seep into your marketing message and weaken its impact.
  2. Consider using real estate templates* to save time, reduce frustration, and target your audience more effectively. Real estate letter templates can increase your productivity, improve time management, and help you avoid trying to “reinvent the wheel.” You’ll feel much more in control of your time and resources when you do not have to start from scratch when you compose FSBO prospecting letters, short sale prospecting letters, referral requests, thank you notes, new agent introduction letters, real estate farming letters, and expired listing prospecting letters. Speaking of expired listing prospecting letters, you can get a free sample of a professionally written one at a site I’m affiliated with called My Real Estate Letters.* In addition to featuring real estate marketing ideas for both new and seasoned real estate agents, the website also offers a marketing kit* of real estate prospecting letters, ready to use content for your newsletter, templates of real estate thank you letters, and dozens of different strategies for marketing your services to potential real estate clients in your farming area. Another marketing tool worth mentioning is real estate listing flyers. If you’re looking for real estate flyer templates, there’s a kit of 53 templates you can download at Turkey Flyers*. Samples of professionally designed real estate open house flyers are featured on the website.
  3. Remember the basics: Whether you’re writing a real estate farming letter, a referral request letter, or a professional networking letter, make sure to thoroughly proofread and edit your message two or three times to make sure you’ve caught all typos, awkward sentences, inaccuracies, hints of negativity, or opportunities to promote yourself. For example, if you’re holding an open house next weekend or planning to attend a local community event, invite people to stop by and introduce themselves or join you for a cup of coffee. Effective real estate farming letters also include as much contact information as possible and a few “calls for action,” encouraging your prospects to respond in some way, such as calling or emailing you, visiting your website, checking out your latest blog post, scheduling an appointment, requesting a free comparative market analysis, or whatever it is that you want them to do. One final tip I want to mention for today is the importance of using “white space,” paragraphs, bullet points, and other design elements to help make your real estate marketing letters look more visually appealing. If the page looks too cluttered or verbose, it could make your prospecting letter a strong candidate for the recycling bin!

Thanks for checking out my latest thoughts on real estate marketing, letter writing, and crafting an effective advertising message. Stay tuned for more tips and strategies on topics like lead generation and the ingredients of a real estate agent marketing plan.

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

 

 

 

 

 

*Disclaimer: My blog posts feature links to real estate marketing tools, templates, and websites for which I am a compensated affiliate.

 

Ingredients of an Effective Real Estate Prospecting Letter

One of the secrets of success in any aspect of sales, business, or human relations is establishing rapport. When you make a connection with another person, whether it’s through a shared experience, a mutual interest, or a similar background, layers of sales resistance, distrust, and skepticism melt away.

Beginning a real estate prospecting letters with some sort of “ice breaker” can be more effective than immediately talking about yourself and the fact that you’re available to meet your prospects’ real estate sales needs. In the same way that you probably wouldn’t instantly go into a sales pitch in the first few minutes of a face-to-face meeting, real estate marketing letters tend to be more engaging when there’s a sentence or two that warms them up, catches their attention, and eases them into the letter.

There are countless ways you can approach the introductory paragraph to a real estate prospecting letter, but here are a few ideas that will help get your creative juices flowing.

Keep in mind, that a real estate prospecting letter should always reflect your personality, express a genuine desire to serve your clients’ needs, and emphasize your commitment to producing the best possible results within the shortest period of time.

Here’s an example of some introductory text you could use in the opening lines of a well crafted real estate prospecting letter or email marketing letter. It establishes a need for your services and positions you as a qualified and dedicated real estate advisor. While it’s important to use your own “voice” in writing real estate introduction letters and prospecting letters, you’re welcome to adapt and use the following text in your next real estate marketing letter.

Sample Introductory Text

“Buying or selling a home in today’s market can be a confusing process unless you have a knowledgeable and proactive real estate agent working on your behalf. As a licensed, local real estate professional with expertise in marketing and negotiating, I can can help you successfully navigate through your next real estate transaction. You can also count on me to be available on an as-needed basis to help assist you in getting optimal value for your current or future home.”


More Real Estate Letter Writing Tips

Making reference to local events, local real estate trends, or topics that are on the minds of residents in your area are among the many ways you can make a connection with your prospects and draw them into your letter. When reaching out to individuals or sometimes small groups, making reference to mutual friends, acquaintances, or anything else you have in common, like colleges, memberships in organizations, involvement in fundraising drives, recovery from natural disasters, or shared enthusiasm for sports teams (hometown, collegiate, or national), can often lower barriers and begin the process of establishing rapport. People almost always feel more receptive to and comfortable with other people who share similar interests, backgrounds, values, and challenges.

Stay tuned to this real estate marketing blog for more insights into writing effective prospecting letters and establishing rapport with prospective clients and others with whom you  can create mutually beneficial relationships.

Thanks for checking out my latest post on real estate marketing strategies, letter writing tactics, and salesmanship.

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

 

 

 

 

 

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