Read and think carefully before using a letter you find on line

Services for Real Estate Pros with Marte Cliff Copywriting

You’ve heard it said that “anyone can write,” and that’s fairly accurate. “Anyone” can also post what they write on line and pretend to be an expert on the given topic.

Unfortunately, that’s how some unsuspecting agents end up using prospecting letters that are apt to do them more harm than good.

A prime example is a letter one of my copywriting clients found on Pinterest and forwarded to me.  

The first word in the letter was “I.” The second, third, and forth sentences also began with “I.”

The letter broke the first rule...


Since the first rule in writing a prospecting letter is that it must be all about the reader, not the writer, this letter was a failure from the start.

But it got worse.

This was an introductory letter – telling friends and family that the person is now an agent.

So – a brand-new agent.

It goes on to declare that he or she can help people with almost every type of real estate and every real estate specialty, including short sales and 1031 exchanges. Most seasoned agents wouldn’t make such a claim, so coming from a new agent, the claim is ridiculous.

Different kinds of real estate and specialties such as short sales and 1031 exchanges require specialized knowledge. I’d venture to bet that no one comes out of real estate licensing school knowing how to competently handle all of them.

Obviously, the person who wrote the letter didn’t know much about the psychology of letter writing – or about the practice of real estate. But some who see the letter will assume that the author is an expert, so it’s fine to use the letter.

New agents - be careful!

If you’re a new agent, be careful. Before you use any letter, read it carefully.

  • Is it geared toward the reader and his/her wants, needs, and interests?
  •  Is it truthful with regard to your own expertise and abilities?

If so, use it. If not, toss it. It will do you more harm than good.

If you need an introductory letter, please visit my "New Agent Site" at There, among the other freebies, you'll find a link to download an introductory letter that will show your friends and relatives how your new career will benefit them.

Happy New Year!

Image courtesy of Stuart Miles at


Comments (10)

Anna Banana Kruchten CRS, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ

Oh Marte I can't imagine when I was a brand new spanking agent I'd be bragging about knowing all aspects of real estate sales. That's just crazy talk.

Jan 01, 2021 02:45 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte what awesome advice, Diane always tells me the Internet has given voices to people who  should not have voices:) now with that said I loved your post and the real story was I just wanted to stop in and wish you a happy and healhty 2021, Endre

Jan 01, 2021 11:12 PM
Ron and Alexandra Seigel

Endre Barath, Jr. I so agree with Diane on the Internet voices!  A

Jan 02, 2021 11:50 AM
Kat Palmiotti
406-270-3667,, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

That an excellent reminder to pay attention to what we are saying, via letters, social media or any other option.


Jan 02, 2021 05:37 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Good morning, Marte... you've touched on this particular subject of "I" before... but it's one that truly bears repeating.

Jan 02, 2021 06:15 AM
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Marte and thanks for another great blog from you to share with us here in the Rain.


Jan 02, 2021 09:04 AM
Rocky Dickerson
Realty One Group - Las Vegas, NV
Superior Service!

Great points Marte Cliff It's challenging enough to be knowledgable in one field of real estate, let alone 20 fields.

Jan 02, 2021 09:34 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy


In my mind it is not as bad as when people talk about themselves in the third person.  They laud and compliment their work in a post...and the "I's" which includes me, myself, and the second worst.   Happy New Year to you!  A

Jan 02, 2021 11:50 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Anna Banana Kruchten CRS CRB, Phoenix Broker I know - and what if someone took you up on it and you had no idea what to do!

Endre Barath, Jr. I agree - the Internet lets anyone pretend to be an expert. Thanks for stopping by to say Happy New Year. I wish you the same!

Thanks Kat Palmiotti - WE do need to pay attention - and be careful when taking advice.

Jan 02, 2021 08:39 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Nina Hollander Yes I have - and I'll probably do it again. Writing a letter that's all about yourself instead of teh readr is such a huge mistake. I get cranky when I see people advising new agents to do that.

Will Hamm And thank YOU for reading it!

Rocky Dickerson I don't think it's possible - even for a seasoned agent. There is simply too much to know about each specialty.


Jan 02, 2021 08:42 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Ron and Alexandra Seigel I agree. That's why I write most bios in the 3rd person. It's hard to do that in a letter, so the writer has to be a bit more creative with turning those sentences upside down. That's not difficult - it just requires a different mindset.

Jan 02, 2021 08:44 PM