If you own a home, you’ve probably received real estate letters from other agents. And in all probability, most of them began with one of two words: “I” or “We.”

This is the number one mistake made by marketers of all kinds, and real estate agents are at the top of the list of offenders.

There’s some kind of misguided notion that the person receiving the letter wants to know about you – who you are, how long you’ve been in business, how many designations you hold or how many dollars in sales you’ve racked up in the last year.

They don’t. They don’t care in the least.

And that’s why a letter that’s all about you is on the fast lane to the round file… or the junk folder on the computer.

Those folks want to know two things:

  • You recognize their problem
  • You can help them solve it.

Whether it’s finding the perfect new home or getting a current home sold – they want to know what you’re going to do to help them reach their goals.

There are only two places where you should be talking about you: The “About” page on your website and your personal brochure. These are places prospects turn to when they want to know more about you... and once they've become interested in your service, they do want to know more about you before making a final choice.

Other than those two spots everything you say should be about your prospects and the things that concern them.

A good real estate letter takes a bit of time and thought – because you do have to weave your offers to help into the copy, and you do have to show that you are the agent who will keep your promises and solve their problems. 

Here's an exercise that can help:

One way to put yourself on the right track is to write a rough draft before you try to write the actual letter. In that rough draft, begin each paragraph with the word “You.” You’ll probably have to come back and edit and remove some of those “you’s,” later, but beginning with that word will move your focus to your clients – and their wants and needs.

marte@copybymarte.com
www.copybymarte.com

Priest River, Idaho
208-448-1479

 

Call on Copy by Marte for:

Custom Web Copy....Agent Bios....E-mail Campaigns
Newsletters....Postcards....Custom Prospecting Letters
Articles....Blog Posts....Print Ads

PLUS

Pre-written real estate letters that save you time and money -
and keep you in touch with your prospects.

 

 
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84 Comments on Real Estate Letters – Good Letters Are NOT About YOU

20 Most Recent Comments Displayed Show All

SEP
01
2010
584,681 Points 105 Featured Posts Outside Blog Called Shot Master

Adam - you may want to re-arrange a few sentences after you write a first draft with "you" at the beginning of each paragraph. Otherwise, it might look kinda funny. And... thanks. If I made you money today, I'm glad!

Meanwhile... there's nothing wrong with giving your qualifications - just do it in a way that shows that those qualifications are a benefit to your prospect.

Josh and Julie - all you have to do is turn that around to "What you can expect from me."

Erica - Seems like a lot of agents try to use that "Million Dollar" line as their primary benefit - but I have yet to see how it impresses clients. In fact, if they mistakenly think that you personally got that million dollars, they may think you're making too much money!
2:18pm • #65
584,681 Points 105 Featured Posts Outside Blog Called Shot Master

Steven - Falling off that train can sure happen easily - especially when you're pressed for time to get those marketing pieces written.
2:20pm • #66

Great post
3:01pm • #67
146,424 Points 2 Featured Posts Localism Sponsor Attended Rain Camp Called Shot Master

Marte - What excellent advice!  We need to let customers know we understand what they want or need, and how we can help them get it. Otherwise, it's just a waste of stamps.
3:03pm • #68

Well done Marte.

Wise words change every few years.
3:11pm • #69

Pick me. I am #1 in the area. I have 19 certificates.

Disclaimer: 2007, in ___ MLS area in brokerage of 5-10 licensees.  

 
3:15pm • #70
584,681 Points 105 Featured Posts Outside Blog Called Shot Master

Coleen - and stamps are too expensive to waste these days!

Steve - yes, we do need to change with the times. Today it's all about building trust and creating relationships.

Raj... thanks for the giggle.
3:41pm • #71
122,857 Points

Congrats on the feature!  I'll need to go proof-read a few things now, so thanks for the tips.  I'm looking forward to checking out some of your ideas. 
4:24pm • #72
333,351 Points 4 Featured Posts

Marte: A good reminder that it is not about me, it is about them.

Ty
5:52pm • #73
584,681 Points 105 Featured Posts Outside Blog Called Shot Master

Leigh - thanks. It always startles me when my blogs are featured. A nice startle, however!
6:10pm • #74

Especially in todays market, buyer and sellers both want to know "what will you do different than any other Realtor.  When you tell them the WIFM they will appreciate your knowledge and ideas.  Thank you for the reminder to all of us.
6:16pm • #75

Great post thank you I will take your comments into consideration. 
8:09pm • #76
584,681 Points 105 Featured Posts Outside Blog Called Shot Master

Dawnita - You're right. Especially those who have had a bad experience with a "not so good" agent want to know why and how you'll be different.

Sometimes I wonder why the 80-20 rule is so much more visible in real estate than in other professions...
10:13pm • #77
SEP
02
2010
134,328 Points 4 Featured Posts Outside Blog

Good point.  Most business owners either forget or don't know how to market.  It comes down to "give them a reason".  And YOU are not it! 

Same goes for marketing listings.  Dont' focus on the home, focus on the buyers' needs.

 

What a concept.
10:57am • #78

I just got finished writing an "about me" on a website and had to change it several times because I noticed that so many of my sentences started with "I". 
11:55am • #79
584,681 Points 105 Featured Posts Outside Blog Called Shot Master

Mike - That's a good point - show the buyers the benefits they'll enjoy in the home and how it will enrich the lifestyle they want to live. Of course, I'm also all for filling home ads with benefits instead of just features. Now that you have the Internet and virtual tours, you have enough space to do it without breaking any of the ADA and Fair Housing rules.

I well remember the panic when we could no longer say things like "Watch the sunrise from your redwood deck." or "Walk to the bus stop."

Stephanie - Good idea! Even though the about page is supposed to be about you, when you start every sentence with I, it just isn't fun to read.
1:28pm • #80
SEP
04
2010
 This is great advice. I am going to do the exercise you suggested and hopefully improve my letters. Thanks
12:10am • #81
584,681 Points 105 Featured Posts Outside Blog Called Shot Master

Hi Kathie, and thanks. With a little practice, "you focus" will come naturally.
1:01am • #82
OCT
12
2010
236,441 Points 5 Featured Posts Called Shot Master

This is a great post. Certainly well worth the feature.
11:27pm • #83
OCT
13
2010
584,681 Points 105 Featured Posts Outside Blog Called Shot Master

Thanks Wayne, I appreciate the compliment.
12:21am • #84

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Marte Cliff

Priest River, ID

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Marte Cliff Copywriting

Address: 1794 Blue Lake Road, Priest River, ID, 83856

Office Phone: (208) 448-1479

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Author Bio: Marte Cliff is a freelance copywriter who specializes in writing for the real estate profession.

Thoughts, ideas, insights, and tips on real estate copywriting and real estate marketing.
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