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How a letter gets through to a prospect better than a cold call

By
Real Estate Agent

 Have you ever had a telemarketer call you on the phone and listened to their spiel for a minute or longer? Don’t you start not hearing what they are saying after a little while? That is why a letter will often get thru to the prospect better than a call. The prospect doesn’t have as much sales resistance when you send them a letter, than when you call them.

 Sales resistance is the person listening to a spiel on the other end of the phone, but they’re not hearing anything at all. This is the biggest reason that a simple sales letter will get a prospect to find out who you are, what you do, and how you can get their home sold. It’s like a presentation in a letter. And it pre-sells the prospect on why they should call you to list their home. However, here is the biggest challenge in doing this.

 You’ve got to get the prospect to read your letter. Every single part of your letter is geared towards getting the prospect to read it. What is the goal of the headline? To get them to read the first sentence. Then, the goal of the first sentence is to get them to read the second sentence. It goes on from there. If you can interest the prospect with your headline, and then rest of the letter is interesting and compelling, the prospect will read it.

 Many ads in magazines and such will put a picture in the ad. The picture is the thing that attracts attention. Under the picture you put a byline that will compel the prospect to read the rest of the ad. You can use this concept in your letter, but you have to make sure the byline is compelling enough to get the prospect to read the rest of the letter. In one of my expired letters I put a picture of a family in front of a sold sign. Just to the left of that picture I put their actual testimonial. When the prospect receives that letter, the picture is going to attract their attention and they’ll see the testimonial right next to it.

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Ben & Chris Curry The Short Sale Agent's Advocate

Comments (2)

Ernie Steele
Lebanon, PA

Ben...I agree with your 'take' on letters...Postcards?...I've given up on them figuring everyone does what I do with them...Circular file.

Feb 11, 2010 12:26 AM
Retired from ActiveRain
Baker, OR

Have you had a good response rate from your letters?  What "call for action" do you use?

Feb 11, 2010 01:00 AM