real estate prospecting letters: Do your real estate prospecting letters bring you good results?
- 08/12/23 12:54 PM
Plenty of real estate agents have told me that they don’t mail prospecting letters because they “don’t work.”
The first one was a man I worked with many, many years ago. He came into the office and saw me typing letters and asked if I was prospecting. When I said yes, he informed me that I was wasting my time. “Prospecting letters don’t work.”
Later on I found the basis for his proclamation. He had written one letter and mailed it once – to one person. I just shook my head.
Giving up too soon is one of the primary reasons why real estate … (7 comments)
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real estate prospecting letters: How NOT to write a prospecting letter…
- 05/28/22 01:46 PM
You know I believe in prospecting – both by postal mail and email.
When you target your audience, it is the most direct way to reach the people who are most likely to use your services.
However, to be effective, the writer/marketer must follow a few basic guidelines. Otherwise, your prospecting letters will be expensive failures.
Following is the story of one of those failures…
It comes from a prospecting letter we received a while back.
First fail: the agent tried to sound sophisticated…Her letter began with a 38-word sentence outlining “real estate adventures” in the region that caused her to meet a … (10 comments)
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real estate prospecting letters: Do you plan to use "I have a buyer for your home" letters?
- 12/27/21 04:40 PM
A bit of research turned up the news that a lot of agents search for a "I have a buyer for your home letter."
It may be that agents are searching for those letters now because inventory is low.
In fact, finding an unlisted property may be the only way to make a sale right now. So go for it - and don't forget to approach those FSBO's. Selling isn't quite so quick and easy for homeowners who need to go to work every day.
If you plan to send these messages, there are a few things to keep in mind.
First, remember the first … (6 comments)
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real estate prospecting letters: Read and think carefully before using a letter you find on line
- 01/01/21 02:36 PM
You’ve heard it said that “anyone can write,” and that’s fairly accurate. “Anyone” can also post what they write on line and pretend to be an expert on the given topic.
Unfortunately, that’s how some unsuspecting agents end up using prospecting letters that are apt to do them more harm than good.
A prime example is a letter one of my copywriting clients found on Pinterest and forwarded to me.
The first word in the letter was “I.” The second, third, and forth sentences also began with “I.”
The letter broke the first rule...
Since the first rule in writing a prospecting letter is that … (10 comments)
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real estate prospecting letters: Why assume the worst?
- 11/02/20 01:50 PM
Have you noticed?
Advice for first time buyers often includes a warning to start early and "repair your credit."
I see it in articles, and yesterday I saw it in a series of letters offered with a CRM system.
Isn't asuming that they have poor credit a good way to alienate potential clients? It sure feels that way to me.
Yes, everyone should read his or her credit report well in advance of making a loan application.
But it's not because they probably have poor credit. It's because credit reports have errors. I once read that even Fair Issac admits that about … (36 comments)
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real estate prospecting letters: Good marketing enters the conversation in your prospect’s head, but…
- 10/07/19 12:55 PM
It’s best not to make unwarranted assumptions about what is going on in their heads.
This morning’s email brought a prime example. The first line said: “NOTE: the "early bird rollback" 50% off special ends tomorrow night. Details at the bottom of this email. But first, a quick story. :-) “
Then he launched into a nice story about being on stage and a panel of his students answering questions, concerns, and objections from the audience.
Later in the message he mentioned the names LaunchCon, Plat Plus mastermind and Launch Club.
Obviously, I should have been paying attention to emails that I’ve probably been deleting … (15 comments)
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real estate prospecting letters: 5 Rules for Writing Real Estate Prospecting Letters
- 06/11/18 04:26 PM
Your real estate prospecting letters can bring good results, or they can do nothing at all. It all depends upon whether you follow these five rules.
1 – Never, ever begin with “I” or “We.”
It’s your prospecting letter, but if you want your potential client to read it and respond, it has to be about his or her wants/needs/interests/problems/worries.
“I want” is an absolutely sure turn-off. They don’t care what you want.
Of course you’ll introduce your services, but do it in a way that says “Here’s how I can help you,” not “I want your listing.”
This rule, by the way, applies to … (47 comments)
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real estate prospecting letters: Old School vs Digital Marketing - Don't make that choice!
- 03/24/18 12:20 PM
Have you shunned old-school methods of self-promotion in favor of social media and email?
Do you think that staying in touch with past clients and your sphere of influence can be accomplished by posting regularly on Facebook or Pinterest?
Do you think that having a web site with a search function and a “What is my home worth” application is enough to bring new clients to you?
Are you happy to think so because those methods take little time and are virtually free?
And if so – do you have as much business as you want and need to sustain a good living?
OR … (3 comments)
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real estate prospecting letters: What is a senior citizen?
- 05/30/17 04:29 PM
What is a Senior Citizen?
Unless you are a senior citizen, as I am, you may be tempted to think that “Senior Citizen” = “old person.” And if you’re thinking “old person” you may be putting us all into a category of real estate clients who are ready to:
Downsize Move to a retirement community Move to a retirement home You may also think we’re necessarily in poor health and / or have diminished mental capacity.
While those statements do apply to some, if you paint us all with the same broad brush, you’re sadly mistaken.
If you stop and think about it, … (45 comments)
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real estate prospecting letters: Is Probate the Hottest New Real Estate Niche?
- 03/09/17 11:14 AM
Is Probate the Hottest New Real Estate Niche?
No – I know it’s not new, but judging from my prospecting letter set sales, it seems like a lot more agents are taking an interest recently. And why not? I wasn’t successful in learning what percentage of homeowners pass away each year, but I’d guess it approaches the number of people who decide to relocate each year. This would be especially true in retirement communities.
Probate is not an easy niche because you’re dealing with people who are bereaved and even while that house might be a burden to them, you have to take … (19 comments)
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real estate prospecting letters: Write to a person, not to a crowd
- 02/04/17 04:16 PM
How many times have you gotten a letter (or email) from a real estate agent (or any other marketer) that was addressed to “Dear Homeowner?”
If you get many letters, you’ve probably seen several like that.
Then, to make matters worse, the letter will go on to use phrases such as “people like you” or “all of you who…” or even “you guys who…”
All of those phrases clearly show that the person who wrote doesn’t know you – and wasn’t writing to you specifically. He or she was writing to a crowd.
But there’s no crowd opening your mail. There’s only you, even though you … (53 comments)
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real estate prospecting letters: You wouldn’t do this when door knocking, so why do it by mail?
- 08/23/16 06:10 AM
Have you thought about the similarities between door knocking and prospecting by mail?
Aside from the fact that you must necessarily introduce yourself by name when someone answers their door, the two are much alike. And yet – agents treat them very differently.
Your first goal is to catch that homeowner’s interest – so he or she doesn’t either slam the door in your face or drop your letter in the round file.
If you’re knocking on the door you'll probably state a reason for your visit.
You may be there to tell them about a new listing in the neighborhood. You might be … (21 comments)
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real estate prospecting letters: Avoid the competition / get listings / help people who need you
- 08/09/15 08:32 AM
Two little-pursued niches where your work can really HELP people
Real estate has two niche areas that many agents avoid because of the added emotional baggage the sellers are carrying. Those niche areas are probate and divorce.
It's true that sellers in these situations are often more emotional than those who simply choose to sell because they want a different house or want to move to a different area. (They may not be any more emotional than those who were forced to either sell or face foreclosure, however.)
Just like those short sale clients, probate and divorce clients really need the help of a … (14 comments)
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real estate prospecting letters: Real Estate Prospecting to Seniors: Consider the words you choose
- 09/07/14 04:51 AM
Listening to Margaret Rome, Baltimore Maryland 's All About Real Estate show on WCBM talk radio this morning got me thinking once again about the words we choose in talking with clients and would-be clients.
She mentioned that a client objected to the word "downsizing," so they renamed it "right sizing."
I think I understand that.
While some might rejoice at the idea of downsizing because it conveys an idea of being unburdened by household chores and unnecessary "things," others might see it as a symbol of decline. They are being forced by circumstances or finances to let go of a large … (14 comments)
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real estate prospecting letters: Real Estate Prospecting Letters - How to Begin
- 05/18/14 03:34 PM
If you get real estate prospecting letters in the mail, you may have noticed that most of them begin with an introduction: "Hi, I'm Joe Jones, and I...."
There's also "My name is Sally Jones and I'd like..."
A few even say something like "I know you want to sell your house, so..."
In my opinion, there's no faster way to send your letter on its way to the trash.
The hard truth is that those folks don't know you, aren't interested in you, and really don't care what you want.
And while I know some well-known copywriters … (8 comments)
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real estate prospecting letters: Why Are Those Houses Vacant, But Not Offered For Sale?
- 11/24/13 06:33 AM
This morning an agent wrote me asking for suggestions about how to word a letter to the owner of a vacant house.
I referred him to my Absentee Owner Prospecting Letter Set and then sent him a sample to help him get started. Of course I had to re-read my landing page as long as I was there. With 30+ letter sets I often forget what each set offers, along with the prices.
That reminded me of the many reasons why a house might be vacant, and that it's probably a good idea to see if you can learn that reason … (5 comments)
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real estate prospecting letters: Do you Need More Closings? Consider Developing a New Niche
- 10/14/13 05:40 AM
Do you serve a real estate niche market? And is that niche market not providing you with the quantity of closings you'd like?
Then think about adding a new one.
Some agents tell me they don't want to confine themselves to a niche - because they need every client they can get. I understand that, and there really is no reason to turn down a client unless you really have no expertise in handling the kind of home or property they want to buy or sell.
But just because you don't want to exclude anyone doesn't mean you can't develop one … (28 comments)
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real estate prospecting letters: Put Your Postal Real Estate Prospecting on Auto Pilot
- 01/18/13 09:03 AM
Putting your email real estate prospecting / marketing on autopilot is easy.
All you have to do is get your letters set up in an autoresponder and you're set to go. If you're using a capture form on your website, you don't even have to enter the addresses yourself.
But what about postal prospecting?
When you prospect via postal mail, you do have to sign each letter and address each envelope, and you do have mail each letter, one at a time. You can't send them all to the post office and ask them to mail them on specific … (4 comments)
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real estate prospecting letters: For agents who plan to work through the holiday season
- 10/03/12 01:28 PM
You may be planning to take time off during the holidays. It may be the only chance you get all year. If so - good. Since you're an Active Rain member I know you're working hard for your clients and deserve a break.
This message is for those who get their break some other time during the year, and who plan to keep right on working from now into January...
Your market may be busy at holiday time - but around here, agents start slowing down about now. There's a general attitude that there's "No sense in getting listings … (45 comments)
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real estate prospecting letters: R E Copywriting FAQ's - Why good sales letters never begin with "I"
- 06/03/12 03:39 PM
Good sales letters never begin with "I" or "We," and there's a very good reason why.
It isn't because it sounds a bit rude and self centered, although it does. It's because of a fact which many of us would rather not believe. That fact is that our readers really don't care about us. What we think or what we want holds no interest for them.
At least, not until we've gotten well acquainted and given them a reason to care.
If you walked up to a stranger on the street and said "I want you to stop what … (2 comments)
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Plenty of real estate agents have told me that they don’t mail prospecting letters because they “don’t work.”
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