When you have free access to prospecting letters …

By
Services for Real Estate Pros with Marte Cliff Copywriting

If you go to work for a broker who has a marketing department, or if you buy into a software program that supplies you with prospecting letters, you may be all set. It could be that all you’ll need to do is choose the letters you want and get going.

But – before you assume that those letters will work well, check them out. Also, try to checklistget in touch with others who have used them and ask about their results.

The truth is, some people who write real estate letters don’t know much about real estate. Some of them also don’t know much about psychology and what motivates someone to take a desired action.

You might be buying into using letters that do nothing to promote you or enhance your reputation.

Use this checklist to see if the letters stand a good chance of working for you.

  1.       What’s the salutation? If the program prompts you to use first names only, do think twice. Some people will consider that an insult – especially if you’re marketing to seniors. Using a respectful title will at least get you past that first line before your message sails toward the trash.
  2.       What’s the introductory paragraph? Does it start with “You,” ask a “you-type” question, or make a statement that somehow addresses the reader’s wants, needs, worries, or situation? OR does it begin with “I,” or even worse “I want?” Always remember that this stranger who doesn’t know you doesn’t care who you are or what you want.
    My rule for beginning a message with “I” is that the message had better be directed to someone very special and the full sentence should read “I love you.”
  3.       Is the letter written as if it was to just one person? Or does it make the mistake of saying “All of you,” or (ugh) “You guys?” Always make your letters sound as if they were written to one person – because only one person at a time will read them, and you should allow that person to feel important to you.
  4.       Does the body address the reader’s concerns? Or – does it talk about you and how wonderful you are? I think you can guess which it should do.
  5.       Does the letter offer any good advice or show that you have a good understanding of your niche or your territory? Or – does it go on and on about how successful you are.
    Again, you can guess which it should do.
    Just as they don’t care what you want, they don’t care how wonderful or successful you are – they only care about what you can and will do for them.
  6.       Does it encourage the readers to contact you? And if so, does it offer them a good reason why they should do so?

If you have free access to letters that will help you succeed, use them! If you don’t, and if you don't want to write them yourself, come on over to Copy by Marte and choose the letter sets that fit your marketing plan.

You’ll find letters to help you get back in touch with past clients – and stay there. You’ll also find letters for a variety of niche markets, for your geographic territory, and for your current listing clients. And yes – you’ll find letters to buyers as well as to seller prospects.

 

Image courtesy of 89studio at FreeDigitalPhotos.net

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Rainer
495,133
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Marte,

The marketing letters you describe sound pretty bad. Better to hire you for some decent ones.

Nov 24, 2018 08:52 PM #1
Rainmaker
1,531,768
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Dörte Engel I'm sure there are some good ones, but I know there are some not-so-good ones. It pays for an agent to know the difference and not just assume that because it came from the franchise or from a web package that it's OK.

Nov 24, 2018 09:11 PM #2
Rainmaker
3,195,354
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte, loved this post and indeed you give great advice, just like Realtors we give great advice to buyers and sellers, unfortunately not every one listens, Endre

Nov 24, 2018 09:29 PM #3
Rainmaker
1,531,768
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

So true Endre Barath, Jr. - all we can do is try. If some listen, then that's better than none.

Nov 24, 2018 09:39 PM #4
Rainmaker
3,195,354
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte on a side note you should write a blog post on how to ping Dorte's name on AR... I have been trying for years without any luck to get the "umlaut" over the "o", Endre

Nov 24, 2018 10:10 PM #5
Rainmaker
1,531,768
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Endre Barath, Jr. I discovered the answer by accident. Like you, I couldn't get it to work. The trick is to type in her last name. Then the system politely adds her first name.

Nov 24, 2018 10:31 PM #6
Rainmaker
3,195,354
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Wow thank you Marte, now I will never have a problem this is great,  I found it always so embarrassing that  I could not ping her, since she always has such nice comments,Endre

Nov 24, 2018 10:36 PM #7
Rainmaker
3,059,250
Nina Hollander
Coldwell Banker Residential Brokerage - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

Wonderful advice, Marte. So many agents just take what's handed to them for free and use it blindly and don't understand that it's not doing anything to get someone's attention or to move their business forward. I'm a big believer in developing material that is truly our own voice.

Nov 25, 2018 03:30 AM #8
Rainmaker
3,238,737
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

Copy points very well taken....talking to users as opposed to reading testimonials can be quite insightful !

Nov 25, 2018 06:49 AM #9
Rainmaker
1,531,768
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Endre Barath, Jr. I felt the same way - as if I was being a really rude person not letting her know that I had responded to her comments. I don't remember how I happened on the solution, just that it was a happy accident.

Nov 25, 2018 11:03 AM #10
Rainmaker
1,531,768
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nina Hollander Yes, and that's a shame. All agents should take a little time to understand a bit of the psychology involved in marketing.

If nothing else, they should look at a letter - or any kind of promotion - and think "If I were the consumer, how would I react to this?"

Nov 25, 2018 11:06 AM #11
Rainmaker
1,531,768
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sally K. & David L. Hanson I do believe people want us to communicate with them - not talk AT them.

Nov 25, 2018 11:07 AM #12
Rainer
211,471
Robert Hicks
United Country River City Realty - Savannah, TN

I have used several of Marte's letters and like them very much. Great service as well.. 

Nov 27, 2018 09:45 AM #13
Rainmaker
1,942,685
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

When you see anything written to use local that is anything but from the place you call home. It misses the live and local that the agent who lives in the area can play up or miss entirely. Make it obvious in your letters you are local, you love where you live and that you listen, you care about the "how can I help you today" as the local service provider. Great points Marte Cliff !

Nov 29, 2018 03:03 AM #14
Ambassador
3,281,070
Debe Maxwell, CRS
www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

You know, I do my own and I am obsessed with making SURE that the system uses first names, Marte!!!  OH MY! I had no idea that I shouldn't be doing that with senior homeowners. Thank you so much for sharing that!

All great tips - thanks again, Marte.

Nov 29, 2018 05:28 PM #15
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Rainmaker
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