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Write to a person, not to a crowd

By
Services for Real Estate Pros with Marte Cliff Copywriting

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 might hand the letter over to just one person in a crowdsomeone else in your household.

Marketing tests show that this kind of letter gets a lower response than a letter written to an individual, so why do so many real estate agents keep right on writing them? Probably because they can’t quite wrap their minds around the fact that even though they’re sending 1,000 letters, each of those letters is going to one individual.

The first step in writing a good real estate letter is to know who will receive that letter, and to tailor it to them and their concerns. That means you cannot send the same letter to first time buyers that you’ll send to clients who are selling to move into a retirement home!

Segregate your lists so that you can send the right message to each list. The more you segregate, the better you can become at writing a “you focused” letter that resonates with the individual who reads it.

Put those names into a good contact management system, so that when you’re ready to send a mailing you can click a few buttons and get letters that say “Dear Mr. Simpson” instead of “Dear Homeowner.”

Make generous use of the word "You," rather than "All of you." (Or - shudder - "I.")

Does it take a little longer? Of course it does. But there’s not much point in doing any marketing at all unless it’s going to have the desired effect. So make the extra effort.

Now, choose the first category of consumers and think about them. Choose one of them that you know the best and think about their concerns and worries. Think about their daily lives and consider their hopes and dreams.

Picture someone in your mind and write your message directly to that one person.

What do they hope to gain by purchasing a home – or selling a home?

And then… How are you going to help bring about a better situation in their lives?

Next, write a letter that shows how you can help them. Let them know that you understand their position. Tell them specific things you will do for them – whether it begins with providing information they need, preparing a market analysis, or conducting a comprehensive search for homes that fit their specific needs.

If you offer special services, such as home staging or keeping a close watch on new construction while they’re out of town, tell them about it.

Think about what you can do for them and forget all about what their home purchase or sale can do for your bank account.

Zig Zieglar said “If you help enough people get what they want, you’ll get everything you want.”

So just focus on getting them what they want. Then your bank account will grow as a natural consequence.

Image courtesy of Stuart Miles @freedigitalphotos.net

 

Comments (53)

Brittany Nettles
Keller Williams Realty Center City - Philadelphia, PA
Realtor and Social Media Guru in Philadelphia!

When you write to an individual, you increase the intimacy of the message, which increases the overall delivery! 

Feb 06, 2017 05:17 PM
Marte Cliff

Absolutely right Brittany Nettles.


And... welcome to the rain!

Feb 06, 2017 08:02 PM
Ricki Eichler McCallum
CastNet Realty - Corpus Christi, TX
Broker,GRI,ABR, e-Pro, TAHS

Good advice, Marte.  Nobody wants to read an advertisement disguised as a letter :)

Feb 06, 2017 05:35 PM
Marte Cliff

No we don't Ricki Eichler McCallum, and we sure do get them. Of course, even some of those are personalized!

Feb 06, 2017 08:03 PM
Katerina Gasset
The Gasset Group & Get It Done For Me Virtual Services - Provo, UT
Amplify Your Real Estate & Life Dreams!

Preaching to the choir:) I tell agents this every day. Every day some fight me and want to be generalists, speaking to both buyers and sellers at the same time, in crowds, on their websites. It no longer connects one to their top prospect. Speak to your avatar. I teach to even name your avatar. Heck, if its good enough for Dove, Hp Printers, and McDonald's; it should be good enough for us to do! 

Feb 06, 2017 05:49 PM
Marte Cliff

Nestor & Katerina Gasset - I'd say agents who fight you on this need to stop and think. You're not successful because you don't know what you're doing.

Feb 06, 2017 08:05 PM
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Marte

Your post gets to the heart of writing to the person.

Good luck and success.

Lou Ludwig

Feb 06, 2017 06:18 PM
Lou Ludwig
Ludwig & Associates - Boca Raton, FL
Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC

Marte

Congratularions on recieving a feature for an informitive post.

Good luck and success.

Lou Ludwig

Feb 06, 2017 06:19 PM
Marte Cliff

Thank you Lou Ludwig!

Feb 06, 2017 08:05 PM
Dorte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Marte,

Thank you for saving us a bunch of cash. Some emails I get promote such tactics, but I always had a hunch they do not work well. At least not for my crowd.

Feb 06, 2017 08:31 PM
Marte Cliff

You are so welcome Dorte.

Feb 06, 2017 09:51 PM
Raj Banerjee Walkable Living
Weichert Realtors - Jersey City, NJ
Real Estate Pro. Jersey Girl. Made in India.

Very very well put. Great job. Great post.

Feb 06, 2017 08:39 PM
Marte Cliff

Thank you Raj Banerjee Walkable Living - aned welcome to the Rain!

Feb 06, 2017 09:52 PM
Nancy Middleton
Counselor Realty, Inc. - Excelsior, MN
Nancy Middleton, Counselor Realty, Minnetonka, MN

Marte: I love your post and making your contacts to real people you know personally such as past clients and prospective referred clients and friends. To me, it's all about helping others with your personal time and creating relationships that will last a long time with them and their friends, families and neighbors. Personal handwritten notes printed by me in my own printing are my favorites.

Feb 06, 2017 09:27 PM
Marte Cliff

Nancy Middleton - there's really nothing better than a hand-written note.

Feb 06, 2017 09:52 PM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

I couldn't agree more. Focusing our marketing on the individual who will be reading it is the way to get their attention. I have to get better at this.

Feb 07, 2017 03:47 AM
Marte Cliff

Kat Palmiotti The trick is to just think about one person when you write - then write to that person.

Feb 07, 2017 09:37 AM
Carol Lynn Johnson
Re/Max Elite Realty - Franklin, NC
Residential Specialist

So true; people want to be seen and heard.  Myself included.

Feb 07, 2017 06:41 AM
Marte Cliff

Yes we do Carol Lynn Johnson - I keep being reminded of that ad for some kind of remedy for a skin problem. The people keep saying "See me."

Feb 07, 2017 09:38 AM
Betsy N. Robinson - Serving the Sandhills, NC
Everything Pines Partners, LLC. - Whispering Pines, NC
CNS

Spot on, Marte.  Also true for Social Media posts where so many just throw the same spaggetti at the wall and hopes something sticks.

Feb 07, 2017 07:26 AM
Marte Cliff

Betsy N. Robinson - Unless you're in a focused place like Active Rain, I think it would be hard to choose an audience in social media. You don't know who might be reading your words. 

Feb 07, 2017 09:40 AM
Jan Green - Scottsdale, AZ
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Excellent thoughts here on helping others.  I've focused my business on doing just that as a green realtor, even if they aren't selling, I'll help them lower their energy bills.  Love Zig Ziglar   "If you help enough people get what they want, you’ll get everything you want.”

Feb 07, 2017 08:48 AM
Marte Cliff

I like that approach Jan Green - just keep helping people and you'll be repaid in many ways.

Feb 07, 2017 09:41 AM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

YOU said it well Marte. I am quick to dispose of letters that are obviously not written to me.

Great suggestions.

Feb 07, 2017 10:48 AM
Marte Cliff

John Wiley - I really get a kick out of the ones that try to look like they're written to me, but they either spell "Marte" in some crazy fashion or address me as "Mr."

Feb 07, 2017 11:10 AM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

SOme of this same advice can be used in writing blogs!  There is one agent in my market that blankets certain areas with generic letters--he changes the name but that's it. Three clients have showed me his letters.

Feb 08, 2017 09:22 AM
Marte Cliff

Mary Hutchison, SRES, ABR - That's one silly agent. Even in t-shirts, one size never really does fit all.


I love that your clients show you those letters!

Feb 08, 2017 09:38 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

You statements always work more then any other kind of statement when talking to customers. Each one individually buys something you're selling.

Feb 08, 2017 08:31 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Personalization always works better whenever is possible whenever possible. It's all very simple.

Feb 08, 2017 08:33 PM
Marte Cliff

Yes Laura Cerrano - it is simple. So why doesn't everyone do it?

Feb 08, 2017 08:38 PM
Kasey & John Boles
Jon Gosche Real Estate, LLC - BoiseMeridianRealEstate.com - Boise, ID
Boise & Meridian, ID Ada/Canyon/Gem/Boise Counties

Great advice.  Your posts make me think about what I am doing, things that I don't even think I'm thinking about while I am doing them.  Haha, how about that sentence? -Kasey

Feb 11, 2017 08:53 PM
Marte Cliff

I like that sentence Kasey & John Boles and the team at Jon Gosche Real Estate, LLC - It makes perfect sense to me.

Feb 11, 2017 09:10 PM
Tony and Suzanne Marriott, Associate Brokers
Serving the Greater Phoenix and Scottsdale Metropolitan Area - Scottsdale, AZ
Haven Express @ Keller Williams Arizona Realty

Marte Cliff "The first step in writing a good real estate letter is to know who will receive that letter, and to tailor it to them and their concerns...Segregate your lists so that you can send the right message to each list."

Right on target - and - re-blog!

 

Mar 07, 2017 05:07 AM
Marte Cliff

Thanks Tony and Suzanne Marriott, Associate Brokers!

Mar 07, 2017 09:52 AM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Brilliant post Marte Cliff - I am going to bookmark this post for future reference.  "You focused" writing - there is no other way to write a blog.  I saw this from Tony and Suzanne Marriott, Associate Brokers . I follow you but somehow missed it!

Mar 07, 2017 05:29 AM
Marte Cliff

Thanks Sheri Sperry - MCNE® - we're all too busy to read everything written by everyone we follow. There wouldn't be time left for anything else.

Mar 07, 2017 09:53 AM
Bill Roberts
Brooks and Dunphy Real Estate - Oceanside, CA
"Baby Boomer" Retirement Planner

Hi Marte Cliff Since you quote Zig Zieglar and he was the direct marketing (read that network marketing) guru, can I assume you are involved in network marketing? I would think that if one chooses to live (and work) from a remote place that this might be a good idea.

Bill Roberts

Mar 07, 2017 05:43 AM
Marte Cliff

Hi Bill Roberts - no, I got talked into trying it once or twice many years ago, but network marketing isn't for me.


Perhaps it has changed with the Internet, but I never had it in me to ask friends and family to join in and buy things - and I'm far too bashful to go to someone's home to make a "presentation."

Mar 07, 2017 09:58 AM