4 Tips for Improving Real Estate Agent Introduction Letters

Like any aspect of sales & marketing in real estate, mailing out marketing letters to your farming area is a “numbers game”. In principle, the likelihood of generating qualified leads through direct mail marketing increases with the number of introduction letters or postcards you send out.

If you don’t have the time, patience, or writing ability to start from scratch, real estate marketing letter templates can be helpful for getting the ball rolling.

Some Realtors and real estate agents prefer crafting their own own real estate marketing letters to make their message uniquely their own. If you’re among that group, here are four tips to keep in mind to help maximize your results:

  1. Make your letter visually appealing by breaking up the letter into paragraphs and bullet points. The selective use of headlines, subheads, italics, underlining, and bold lettering can provide visual interest and call attention to important information. One caveat to keep in mind is that all those techniques can easily be overused, which will have the opposite of the intended effect. One stylistic device that I intentionally left out of the above list is using ALL CAPs. While some real estate agents may use all caps in their e-mails and introduction letters, it usually has the effect of SHOUTING at your prospect. With rare exceptions, it’s better to resist the temptation to use all capitals in your marketing letters, real estate marketing newsletters, or any other form of communication.
  2. Include a “call to action.” Make it easy for your prospects to find your contact information and give them a couple different options (email, cell phone, website, etc.). Directly suggesting or requesting that people call, e-mail, or text you for more information will help increase response rates to your real estate marketing letter. That generally applies to real estate postcard marketing, web-based real estate marketing, real estate advertising, newsletters, and e-mail marketing. If you don’t tell your prospects what action you want them to perform, such as calling you, then they’re more likely to do nothing.
  3. Edit and be concise. One good rule of thumb in writing real estate introduction letters, newsletters, or even website content is: Use short sentences, avoid jargon and hard words, and don’t say something in 25 words when you can say the same thing in 14. Most people have short attention spans and would prefer that you get to the point as soon as possible. As soon as you lose your prospects’ interest, the letter gets tossed into the recycling bin–assuming they’re environmentally conscious.
  4. Focus on benefits. The only thing your potential clients really want to know is what you can do for them. Whether they’re property buyers, sellers, FSBO prospects, or expired listing prospects, they just want to know how you can help them solve a problem, accomplish a goal, or move on to the next phase of their lives. Also–and you probably do this when you show a home to prospective buyers–if you can help people visualize or emotionally experience the benefits of what your offering, then you’ll do a better job of capturing their interest. It’s like the old advertising maxim: “Sell the sizzle, not the steak!”

If you’re interested in more real estate advertising and marketing ideas, check out these articles I’ve posted on my website, Marketing Survival Kit.

Thanks for checking out my first in a series of blog posts on direct mail marketing for real estate agents, techniques for writing engaging real estate sales letters, and tips for creating an effective integrated marketing campaign.

Consider bookmarking or following this blog for future posts and updates.

–Joel
Business ideas blogger, marketing strategist, freelance writer
email: prowriter30years@yahoo.com

*Disclaimer: I am a compensated affiliate of real estate marketing letter templates, real estate flyer templates, and software, marketing services, and informational products.

Real Estate Advertising & Marketing Ideas

Whether you’re a new real estate agent or a Realtor focusing on expanding your marketing reach, this blog will offer some solid real estate marketing ideas, tools, and strategies aimed at helping you generate more leads and sales.

Here’s an overview of some of the real estate advertising and marketing resources that can help you achieve your objectives:

  1. Real estate marketing letters, which include prospecting letters, introduction letters, thank you letters, requests for referrals, and real estate marketing letters that make reference to a mutual acquaintance.
  2. Real estate postcard marketing, which can be subdivided into three different categories: “just sold” postcards, “just listed” postcards, and real estate advertising/ marketing postcards that have a catchy photograph and headline on one side and a “call to action”, an effective marketing message, and your contact information on the other side.
  3. Real estate marketing flyers: Well designed marketing flyers can be used in a variety of ways to generate interest in your property listings. There are two benefits to purchasing a set of professionally designed real estate flyer templates: 1) They can save you time and frustration, and 2) They present your homes for sale and you in a more professional light. In addition to handing out real estate marketing flyers at open houses and in brochure dispensers in front of the house, you can also enclose them with your real estate marketing letters. Flyers are also usually quite adaptable to my next category…
  4. Real estate email marketing: The ideal real estate marketing campaign includes a method of gathering e-mail addresses of prospects who have expressed interest in receiving updates, announcements, and newsletters from you. One way of gathering email address is by using an autoresponder system, which is typically included in most e-mail marketing programs that you can subscribe to, like Constant Contact, Mail Chimp, GetResponse, AWeber, and Fluttermail.
  5. Real estate advertising: Keeping in mind that most buyers and sellers of real estate tend to search online for real estate agents and homes for sale, websites like Trulia and Zillow are worth considering when planning a real estate marketing campaign.
  6. Web-based real estate marketing: A vital component of any web-based real estate marketing program is having a professionally designed website that’s optimized for the major search engines, primarily Google. In addition to being updated on a regular basis, an effective real estate marketing website should also include an autoresponder I referred to earlier. It’s basically a short form website visitors can fill out and submit to be included on your mailing list. Building an opt-in list of prospective real estate clients is a key aspect to any well-planned real estate marketing plan.

Stay tuned to this blog for more real estate advertising/marketing ideas. Thanks for stopping by.