5 Tips For Improving Your Real Estate Marketing Letters

Email marketing and direct mail marketing can be two viable ways to generate real estate leads, but — like any aspect of sales and marketing — results are impacted by several things, including the effectiveness of your message, the image you project to prospective clients, and the visibility you establish through networking, online marketing, and advertising.

Developing and implementing a cost-effective real estate marketing plan may seem like a tall order, but if you approach it in a methodical and proactive way, your pipeline of prospects, sales leads, and active clients will grow.

Real Estate Prospecting and Farming Letters

Are you planning on sending out real estate prospecting letters to your farming area in the near future? If so, here are several tips to help improve your results and generate more real estate leads.

  1. Don’t reinvent the wheel. Unless one of your strengths is writing compelling, results-oriented prospecting letters, then there’s a distinct advantage to using professionally written real estate letter templates. It can help save an immense amount of time and significantly increase your productivity. Having access to real estate letters that are already 90-95% done can streamline your marketing efforts and conserve energy for other sales activities. There’s an online kit of real estate marketing letters* you can download that includes real estate introduction letters, prospecting letters, new agent announcement letters, appointment reminder letters, referral requests, home staging letters, real estate thank you letters, open house announcements, short sale prospecting letters, expired listing prospecting letters, FSBO real estate prospecting letters, and holiday greeting letters. This collection of real estate marketing letters contains over 300 easy-to-use templates for almost any occasion and purpose. Whether or not you decide to purchase the 320 real estate letters (and 260 articles for your blog or real estate newsletter), this website offers dozens of prospecting ideas for real estate agents, brokers, and Realtors. Check out the variety of marketing letters available. The site also features a free example of an expired listing prospecting letter that you can adapt to your own own needs.
  2. Know your strengths and weaknesses. One of the cornerstones of an effective real estate marketing plan is taking the time to do a “SWOT” analysis. Identifying your strengths, weaknesses, opportunities, and threats is the first step toward developing a successful real estate marketing strategy. Once you know your competitive advantages, your Unique Selling Proposition (USP), and any weaknesses or threats you need to address, you’re in a strong position to make the best possible impression on your prospects and clients..
  3. Details make the difference: You can increase the probability that your real estate letters will be read, taken seriously, and responded to by proofreading them carefully — especially after making last-minute edits and revisions. Liberal use of paragraphs (white space) can help make your marketing letters look more inviting, organized, and easier on the eyes. Numbered lists — like the one you’re reading — and/or the use of bullets points also serve the same purpose.
  4. Increase your “open rate”: The somewhat discouraging aspect of mailing out real estate prospecting letters is that a certain percentage of them do not get opened or read. If it has the look and feel of a “mass mailing” (which it basically is), then some of your recipients will dismiss it as “junk mail” — even those who could potentially benefit from your services.There are a number of strategies for reducing the “throw away rate,” such as enclosing something free like an imprinted packet of garden seeds, a real estate newsletter, or a free calendar for their refrigerator. Printing a short blurb on the outside of the envelope about the free gift or valuable information inside can be another way to prompt recipients to look inside — and, very often, that can be the first hurdle to getting your message read by prospective clients. One strategy that some real estate agents use to arouse curiosity and increase the “open rate”  is to simply print their name and return address on the envelope, rather than making it obvious that the letter is from a real estate agent, Realtor, or agency. Experimenting with different approaches, such as using a font that resembles handwriting, can often lead to a higher response rate.
  5. Cultivate a positive attitude. The quality of your thoughts, attitudes, daily habits, and expectations can have a direct impact on the impression you make on people. (You know what they say about only having one chance to make a great first impression!) Attitudes, both positive and negative, have a way of seeping into every aspect of your communication — including sales letters, emails, and telephone contacts.

Sending out real estate marketing letters to your farm area can and often does result in inquiries, referrals, visits to your website or real estate blog, and increased name recognition.

Since effective time management is such an important aspect of real estate marketing, it makes sense to streamline the communication process, whenever possible, by using templates for real estate marketing letters*, open house flyers*, and email marketing campaigns.*

Visit this website for a free example of an expired listing prospecting letter

Request a free sample of real estate open house flyer*

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 real estate marketing strategies.

Feel free to email me if you have any questions, comments, or inquiries about this real estate marketing blog, my new blog on ideas for starting a business, or my blog-writing services.

 

–Joel
Freelance writer, blogger, marketing strategist

 

 

 

 

 

*Disclaimer: I am a compensated affiliate

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Relationship Marketing Strengthens Your Competitive Edge

While quality and customer value are two crucial ingredients in any effective marketing strategy, finding ways to catch people’s attention and gain their trust are among the cornerstones of building a customer base. When you stop and consider the number of purchasing choices people have on the Internet and the local marketplace, it doesn’t make sense to launch your own business unless you’re committed to offering more customer advantages and value than the competition.

Even though marketing strategies can vary from one business to another, a few principles usually remain constant:

  1. People are inundated with marketing messages, sales pitches, business proposals, and special offers throughout the day. While there are more opportunities than ever to get your message in front of targeted prospects, it can be especially challenging to get them to pay attention, melt away their sales resistance, and get them to take you seriously.
  2. Successful sales and marketing strategy is inextricably bound to principles of human psychology. Perhaps the foundation of successful sales and marketing is a concept that has been articulated by business thought leaders like Dale Carnegie: All things being equal, people tend to do business with people they know, like, and trust. When you think about it, that’s a pretty obvious marketing idea that b infused into every small business marketing plan and customer acquisition strategy. In many cases, sales and marketing would be immensely easier and more productive if business owners, sales staff, and account executives focused on relationship marketing rather than just pursuing a “one size fits all” marketing strategy.
  3. There’s good news and bad news about sales resistance. The bad news is that it can be one of the primary underlying causes of business failure, unrealized financial goals, and sales career burnout. The good news is that the causes of sales resistance can be analyzed, addressed, and — in many cases — eliminated. One of the most effective ways to overcome sales objections is to prevent them in the first place. In other words: Prioritizing value, quality, and service is crucial to to any successful marketing strategy, but potential customers can easily be lost when sales objections are not brought to the surface and adequately addressed.
  4. Customer relationship marketing can be based on a variety of complementary strategies including providing prospects with useful information, helpful advice, and value-added service. Staying in touch with prospects and clients can be an important way to create and maintain “top of mind awareness”, establish name recognition, and lay the groundwork for building trust and credibility. There are a variety of strategies for staying in touch with customers without being intrusive, including opt-in email newsletters, direct mail marketing (including marketing letters, promotional postcards, and coupon distribution), and even sending the occasional hand-written note.

When you make the extra effort to provide value, clearly communicate benefits, and make people feel special, your sales and marketing efforts should be more productive, profitable, and satisfying.