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Let's Do Away with the Dorky Announcement Letter!

Please, please, please! Can we do away, once and for all, with the dorky new agent announcement card, letter or whatever else that agents use to announce their exciting venture into real estate??!!

Here's a typical letter:
"Dear Friend, I'm pleased to announce...blah, blah, blah...my company is great...blah, blah, blah...I promise to provide the highest level of service...blah, blah, blah...please send me referrals. Love, Me"

Nice, but so what?

First, if you are new in the business, I strongly urge you not to announce this fact to the world. Sending out an announcement that you JUST got your real estate license and are looking for business won't give anyone much motivation to call you. Okay, well, maybe your mother and your Aunt Lou, but no one else.

I'd rather you approach your "announcement" a little more casually. Just slide into "being in real estate." Don't make a big deal that you Just Got Your Real Estate License and are Looking for Business. No, simply start communicating with people you know and "reminding" them that you're in real estate. Most of those on your SOI list haven't been keeping track of your every movement (sorry), so if you're suddenly in real estate, they won't think twice about it, probably. They might even think they forgot that you were a real estate agent! And that's fine.

So instead of sending out a formal announcement, here are some other ideas for getting the word out:

√ Send out an e-mail offering your friends some promotional item or service. Don't mention that you just got your license; pretend that you've been selling real estate for a while now and "Gee, I've been so busy I've lost touch. Let's get together soon!"

√ If it's holiday time, send out holiday cards with your business card enclosed. Write a "personal" note in each "What a great year it's been! Looking forward to even more prosperous 2007 for all of us" or something like that.

√ Send out a "Happy New Year" (any time of year) family newsletter with all the happenings in your life, including your venture into real estate. Don't be specific as to when your career started--just that it did start and you love it! Be sure to include your business card.

√ Put together a mini-newsletter with a description of special services you offer, as a local real estate professional. If you have a digital camera, you could offer to take pictures of your clients' rental properties for their online marketing. Or before-and-after shots for clients who are doing extensive remodeling. Maybe you could offer to take photos of your friends' belongings for insurance purposes. I offer my graphic design services to friends for garage sales, rental property flyers, etc. Very few people ever take me up on these services, but it gives me something of value to offer.

√ Send thank you cards every day...to anyone who helped you out that day. Some sales trainers advise sending out five thank you cards every single day, and it's not a bad idea. Not only does this practice put you in a grateful frame of mind, it also gets your business card out there in the hands of the public.

Open your mind...can you think of anything you could mail out to your SOI that would have value to them, yet give you the opportunity to push your business card at them? You don't have to send the same thing out to everyone--if you belong to a special interest group, maybe you can clip a relevant magazine article and send out copies (along with your card and a short note). Brainstorm ideas, write them down.

Or, send out the dorky announcement. It's okay if you do that, it's just not special and it makes it kind of obvious that you're fresh off the turnip truck, so to speak.

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Dorky Announcement Letters - DEDorked!

Jennifer Allan, GRI

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Posted by Jennifer Allan, Author of Sell with Soul on 04/05/2007 12:09 PM

Comments (65)

New Agent Announcement Letter in the Training Channel

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Originally posted at: Selling Soulfully with Jennifer Allan: Let's Do Away with the Dorky Announcement Letter!

Post is included in group: Selling Soulfully
Post is included in group: Realtors®
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65 Comments on Let's Do Away with the Dorky Announcement Letter!

APR

2007

Great Post Jennifer.

I like the way you offer several alternatives!

All the Best,

Sean Alvarez

I totally agree and many thanks for saying it. I think your tips on how to market your new career are great. I laugh when I see new agents, many of whom know nothing about real estate, announce to the world that they have no experience.

Thanks for the link. I've been thinking about this but haven't addressed it yet(E-mail branding).

I got a little mad at Addbranding awhile back and looked for an alternative. All the other companies were WAY more expensive. Overall, I've been happy with them. You can do a 7-day test drive to see how it works with your email system.

Jennifer, I love this! You are so right that it's nonsense to tell the world you're new. I love your "getting back in touch" approach and I might have to use your birthday cards idea! That's fun. Thanks for sharing!

You can do this yourself for free......

Sarah - I finally did get up the nerve to do the Birthday Card idea and got two listings from it!

I LOVE the birthday card idea! I'm going to have to try and remember that when September rolls around!

I'll remind you...

I love the birthday card and I agree about having the nerve but you had great results so I think I will just do this come August.

Jennifer,

Great timing on this posting. I am a brand new agent and I was just thinking about this very subject. And, I agree with your thoughts on it. What would you recommend for introducing yourself in the Home Book (our local listing book)? Most of the time it's a "Hi, I'm Tony and I want your business" sorta deal. I like the fact of sliding into the business as you've suggested with you SOI, but how would you present yourself as a new agent to those looking in the home book as well as the other REALTOR's in the area?

I guess I don't understand exactly what this Home Book is? I've never heard of something like that... can you give me more details?

Sorry, I thought everyone had a home book. Basically it's a book that is printed that has listings in it from most all the RE offices in our county. It doesn't have everything that is on MLS, but it has most of the listings. They are printed by a printing company in our area and are placed inside and in-front of most all RE offices. They come out monthly and are used by many people in our area that are shopping for homes.

Each office/broker/agent has their own page(s) that they have their listings on.

OH, like Homes & Land? Are you going to advertise in it? If so, there's no reason to say you're new - just come up with something interesting and jazzy - something that will grab the attention of the reader and use that... Yeah.. I know, easier said than done!

Jennifer,

Not only are these great replacements for that announcement letter - these are things I should be doing anyway! Thank you!

APR

2007

Business Cards....Hoooo-Raaay, Business Cards!

It's Business, Baby
http://www.ItsBusinessBaby.com

APR

2007

Hello Jennifer

It was so funny, Im sitting here at the computer doing a google for introduction letters to announce that I am a new agent. Thinking to myself, an announcement letter, this sounds like a good start. Than I came across this blog. It just makes so much sense. I can hear friends laughing at me now when I call them up to let them know that I am a NEW agent and that I am asking for their business. I was just about to purchase software on line for $30.00 to show me how to write these dorky letters.

Thank you so much for this posting.

I have something to add to this (but it's a little off-topic). If an agent is brand-new, there's really no reason to share that information unless it's asked. There are alot of things new agents can wrap themselves with - to indicate some experience - it's not to project an image that you are not, or to mislead anyone, but a great marketing package:

Business card, website: A very well-designed packaging can set you apart - even from the seasoned agents.

AddBranding (or tools like it): it's a subtle way of reinforcing what we do: real estate. Our content doesnt need to be about real estate necessarily. I dont use this stationary as often as I used to. I have a signature that indicates what I do. I just like it to be very subtle.

Hi Jennifer,

Great post! I love the ideas, especially the "Happy Birthday" cards idea. I have not heard that before. It's great to hear that you received 2 listings from that. I've been meaning to reconnect with you and all the "Soulful" members here...just been real busy lately.

Take care! Aloha!

APR

2007

Nice post....personal touch is the best...people can detect when we sound like a robot

Micky - I laughed out loud picturing you at your computer saying "Yeah, an announcement letter... that's a great idea"

Yvonne - Yes, all these things work beautifully when done on a regular basis. Good observation!

Loreena - you are correct. Your website is a great example of what a "new-ish" agent can do to make him/herself look like an experienced pro (www.316teamrealty.com)

June- Glad to hear you're so busy! What a rush. Congratulations. Are you gonna meet your goals this year?

Joey - So, why does everyone DO the robot letter?????

I was wondering, has anyone had any success in joining their local Chamber of Commerce. I was thinking that this might be a great way to get my name out there.

Jennifer, these are great ideas and VERY effective. I try to send out 5 handwritten notes a day -- ESPECIALLY when I receive good service. It's a great way to get your name out and if in the process, it makes someone's day, then all the better!

Micky: I have never joined the Chamber because I haven't really seen that there would be a benefit. I guess it depends on what it costs in your area. Face to Face contact with potential clients is still the best tool for prospecting as far as I'm concerned because people will work for someone they like and trust before they will pick a name out of a directory, regardless of your experience.

That's been my experience anyway!

Best wishes for a very successful first year!

To everyone else, have a great week!

APR

2007

I'm also new...even tho I've had my license since 2005...they've been in escrow and I'm just now putting them to use. I, too, was thinking about my SOI. Let me know what you think about this idea...btw I did make sure this was OK with my aunt before I got too excited about trying it out.

We (my family and friends) are having a Benefit Fish Fry & Auction for my aunt. I thought about purchasing a "Door Prize" and having a box setup on a table with slips of paper for people's name and address. I will send each person that registers for the door prize a handwritten thank you note for joining/supporting the benefit and let them know how much was raised because of them, of course I will include my business card with the note.

Oh and my birthday is May 4...so I will definitely be putting Jennifer's excellent idea to work!!!

Anna

I think that's a great idea. Anytime you can do something nice for the community AND get your name out there... it's a good thing. I had several programs sorta like this and they worked quite well.

Let us know how it goes.

Jennifer

MAY

2007

great ideas and so much more Authentic! You can have your own tasteful thank you cards printed with a small logo or other identifying mark to peak their interest and as long as they are done with tasteful card-stock and use REAL stamps and are written with heart-felt thanks (and not appear to be a "tool",) thank you cards are a GREAT great and appreciated way to stay in touch. thanks for the great post.

I have made it a point to visit local networking groups as a 'guest' first and have joined a couple. I also found a couple of local community development groups that deal with one of my passions (urban at-risk youth) and have come to serve on the boards of directors and various committees. This has given me exposure to all types of people from all walks of life. It's wonderful!

Also, when I sell a home I ask the new buyers if it would be ok to stop by and take their photo in front of their new home. They always say yes without question. They are pleasantly surprised when they receive a framed photo of them in front of their own house. Always serves to make that bond just a little stronger and personal.

MAY

2007

Wonderful Post Jennifer,

Announcing newness in any profession can be a drawback. I did it in 91' and wish I hadn't. I actually had people I knew tell me they wanted an experienced agent. Imagine that! Once again, you've put out some innovative, creative solutions that agents should take note of and implement. I do. Thanks again.

SEP

2007

What a great post. I am the broker/owner of my office and as part of the start-up package for new agents, we give them the announcement cards. I agree that they are pretty ineffective. Your ideas are a much better way to go. Thanks for the great ideas.

SEP

2007

Jennifer... You are hilarious! I am sooo enjoying your blogs! I am convinced I need to alter my approach to this business. Thanks for the inspiration!

It's hard for me to imagine how otherwise creative, intelligent people think that writing a boring, boilerplate letter will inspire anything more than a yawn!!!

Let's have some FUN with this career! It's okay, really, it is!

Thanks for the tips! I wish I had read this blog before I sent out my announcements :).

OCT

2007

thank you Jennifer...you saved me from making a mistake.

OCT

2007

You're welcome Jimmy! But even if you had sent out the DAL (dorky announcement letter), you could have redeemed yourself with a good follow-up...

NOV

2007

Great advice about the DAL! My first clients still don't know they were my first clients, and I think we're all a lot happier for it.

Love the blog. Keep it up.

NOV

2007

Hi Jennifer,

I would like to thank you for this blog. I found you like everyone else trying to find an Introductory letter to send to my friends and family to let them know I was new in the business and looking for referrals. But these ideas are really great from everyone and I will definetely be using some of them. Of course my birthday won't come around till September, so the the holidays coming up, Thanksgiving and Christmas, I will definetely be doing those cards.

NOV

2007

Too late! Dorky letter already went out... But I was told it's the thing to do. With a couple years in the buiness, now I'm still trying to figure out what to send sphere each month.... I'll come back and read this again.

It's never too late! Surely you can do a follow up "announcement" and make it Undorky this time!

FEB

2008

Can you tell me what SOL means?

I'm sorry I meant SOI. I know what SOL means.

LOL SOL! SOI = Sphere of Influence = The People Who Know You!

MAR

2008

Hi, Jennifer, great blog and site. I did do the announcement letter thing and have gotten hints of interest from them. But I also made certain to send out Holiday cards and am trying to collect as many people's birthdays as possible. Once my website was up and running, I sent out an email, addressed to each person, asking them for a favor...you can read what it said (and a few more tips) here:

http://activerain.com/blogsview/441132/Rookie-Tips-for-Marketing

I've joined your Rookie newsletter and look forward to reading and learning more from you.

MAY

2008

I was just online looking for a letter of introduction and ran across this site. Funny thing though I was thinking that announcing that I was inexperienced was not such a good idea. I have already changed brokers since I got my license in Oct 07, what about a change of broker letter? And what about a money incentive like for every house I sell that you refer to me I will give you a cash bonus?

I think that a change of broker letter is a great idea, as long as the letter isn't all about how fabulous your new broker is (no one cares). Make it very simple and personal - even a handwritten note to everyone (it's well worth the effort) just saying "I recently changed offices and wanted to make sure you have my new contact information. Let's catch up soon!" or something like that.

NO NO NO NO do not offer a bribe for referrals!!!! First, it's mildly illegal and second, it's unprofessional. People will refer to you if they believe in you; if they don't believe in you, no amount of cash incentive will change their minds.

If you haven't already, sign up for my Daily Seduction newsletter - I get into a lot of this stuff there... just look at the right side of my blog, underneath my photo for the sign-up...

MAY

2008

This is soooo funny!!!! I was just about to copy and send out a letter that another agent had sent out at the beginning of their career 15 years ago!!! That should have said it all!! THANK YOU!!!

JUN

2008

Jennifer- Timeless info here....I totallly enjoyed this, you make sense in a practical way, Thank you.

Hi Jennifer,

Thanks for writing this post! I too feel this way, and felt under a little pressure to do this after joining a firm, but just did not feel like it was the thing to do. Thanks also for all of your suggestions!

JUN

2008

This is a great blog. I just got my RE license, 2 months ago and im sitting here thinking of ways to type the announcement letter. I'm new to Boston and trying to meet new people, any suggesstions on how to get your name out there?

Also, here is a temporary website I had put up www.ushmamultani.com, would you please let give me some suggestions on making it better so I can get more people to look at it?

Also, if you dont know many people in the area..how should you start?

Jennifer, I've read a many of your blogs - commented on a few. I love all the suggestions you give. I really have to get your book. Do they sell in out in Retail stores?

Tina - the second edition of my book is due out any day now, but it probably won't be in bookstores for awhile. You can get an autographed copy at my bookstore (one of the first 1000 copies!) at www.SWSstore.com. Thanks so much!

Ushma - you ask some big questions... and you're taking on a lot by moving to a new town and starting up a real estate career! Go, you! In a nut, there are two things you need to be doing: 1) Learning Your New Market and 2) Meeting new people. When you know your market well, it's much easier to meet people and talk about real estate with them.

Richard - always follow your gut... it will serve you much better than Old School advice.

Kathy - I try... to be sensible that is. Not enough of that in our industry!

AUG

2008

Hi Jennifer - OK, this is the 2nd post of yours that I have read and the 2nd one to be so right on for me. I had intuitively asked my agency NOT to publish an announcement in the paper just yet and now I think I will fore go it entirely.

In my case, I have been working as a builder, and selling our own homes, for the last 10 years so not new to real estate but newly licensed as a sales agent.

Now on to some more posts! Just signed up for your newsletter. Thanks so much.

SEP

2008

Thanks for the advice. I am a new agent and was just going to send out the dorky introduction letter. Now, I'll change my approach a little so I don't announce that I am brand new. Thanks again.

Shane Calder

Logan Utah Real Estate

Cache Valley Real Estate

NOV

2008

I am also new and was googling announcement letters when I came across your site ... I think I will send out a promotional item (I'm thinking fridge magnet calendar). I didn't see anything about the Birthday card, but I have read comments about it ... seems people are talking about their own birthdates, rather than client (SOI) birthdates ... I'm not sure what this idea is about ... could you elaborate a little? Thanks so much for a great site - I'm glad I "stumbled" upon it!

I think what they're referring to about the birthdays was something I included in the original blog, but removed it later about sending out a bday card on your birthday just for fun. After giving it some more thought, I decided it might be a little weird!

I like refrigerator magnets a lot, as long as they're attractive and eye-catching. Let me know if you need a referral to a good company - I have connections!

DEC

Great info. It is quite funny how people want to broadcast to the world that they are a novice and then wonder why no one will hire or refer people to them.

JAN

This is a great topic Jennifer. I work with a company that connects U.S. real estate professionals with global & national real estate investors, lenders, asset managers, and 3rd party BPO vendors. Most of our national real estate partners are seasoned realtors and real estate agents, who may have recently obtained their broker license or opened their own brokerage.

What advise would you give them in communicating to their existing client base about their new brokerage? I would like to maybe provide your awesome suggestions on the agent support area of our global web portal @ www.realnova.com

Thanks,
Karen

Karen - interesting question. I could probably write up something compelling... check in with me at my email address - jennifer@jenniferallan.net

FEB

I just sent a "dorky" announcement eCard and we'll see how much business it generates for me. I'll get back to you :)

MAR

Great Post!!! I look forward to hearing more!

MAY

Jennifer,

I too am working on introducing myself to my SOI as an agent and was searching for the right intro-letter. Thankfully I stumbled upon your post. I will be sure to take your suggestions into consideration and get more creative with my approach. Thanks!

Matt.

JUN

Great insight! Loved this article, "common sense" that will come after experience, yet is so important BEFORE it has to come from our own experience

AUG

Hi everybody,

I have read your posts with great pleasure. We are running our agency in Poland and working a lot with Expats. If you have friends/clients coming to our country just let us know and we can do some business with mutual benefit.

www.expats.com.pl

Mariusz

vip-service@vip-service.com.pl

AUG

Jennifer,

I was just about ready to send out my dorky announcement letter until I found your site. I spent the past 23 years as a PGA Golf Professional and have a large SOI. I like the idea of the fridge magnet, and you said you have some connections. I am looking for any ideas to get the word out.

Thanks

Mike - send me your email address to jennifer@sellwithsoul.com and I'll connect you!

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