How many different kinds of prospecting letters do real estate agents need?
Every time I think I'm getting close to offering real estate prospecting letter sets for every eventuality, someone writes to ask me if I have a set that they need for their particular niche or their particular use.
I'm now up to 11 different sets for prospecting for listings, 5 sets for buyers, and one each for rental managers and Mortgage lenders.
That's OK - I enjoy writing the letters, and I enjoy visiting with the agents as they explain just what they're looking for. The only time I haven't taken the suggestion to heart and at least put "their set" on the list for future inclusion in my letter sets was when an agent insisted on only one letter.
In my opinion, one letter is only useful if you plan to follow up with phone calls, personal visits, newsletters, or something.
Because of agent requests, I've added two new sets over the past couple of weeks: One is for rental managers and the other is my third set of expired listing letters.
The first set was 10 letters, plus special reports. The second was only 4 letters.
The new expired listing set is 12 letters plus special reports... but these letters are different. Each is less than 150 words - so they're suitable for use on large postcards.
All three sets of expired listing letters are written with two goals in mind. The first, of course, is to help you get the listing. The second is to gently show the sellers how their own actions or non-actions might have contributed to their house expiring off the market. My hope is that after reading these letters, those sellers will be more cooperative in taking your advice on pricing and presentation.
These letters won't hit them over the head...
Home sellers are likely to be insulted if you tell them their last agent was a jerk incompetent. After all, they chose that agent. And of course, their agent might have been doing his or her best with sellers who didn't cooperate.
To avoid throwing insults, these letters focus on what needs to be done to sell a house. They let the sellers come to their own conclusions about their last agent's competence.
If you're looking for letters, or just ideas...
Come see what I offer. On the "Short expired letters" page you'll find a sample of letter #3.
On the 10-letter expired listing set page you'll find a link to letter #8, plus the list of topics for each of the letters. Use them for idea starters if you prefer writing your own letters.
Right now I have 3 different sets on the list to write - but I'll be glad to consider adding another if you've got an idea for me.