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 get 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.
- 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.
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.”
- 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.
- 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.
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.
- 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.
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