Before you begin to write a real estate prospecting letter, understand that different groups of home sellers need different letters. That's because they have different problems and different reasons for selling. One size definitely does not fit all when it comes to prospecting for listings.
So first consider their situation. Then write your letter to show how you will help solve their specific problems.
If you're writing to out of town owners you could focus on the problems of maintaining property from a distance, the hassles of being an absentee landlord, or the rising taxes that are eating away at their investments.
If you're writing to people who are nearing foreclosure, you could focus on their need to act quickly, help them understand the options available to them, and tell them about your list of buyers.
If you're writing to a geographic farm area and have no idea which of the residents might be considering a move, you can just ask if they're ready for a change of scenery. Ask if the home has grown too small, or too large. Ask if they're yearning for a yard with space for a garden - or if they're tired of maintaining a large yard.
If you're writing to FSBO sellers, offer some help and advice about advertising, disclosure forms, or staging. Instead of pushing for the listing, just be friendly. Then you'll be the one they call when they get tired of the job.
The most important thing with any prospecting letter is that you focus on THEIR needs - not your own need to have more listings.
Letters that say "Hi, I'm Mary and I sell real estate" go into the round file almost as soon as they're opened.
You need to first capture their attention with a headline that speaks directly to their situation, then follow it with lead-in copy that shows why reading the rest of your letter is in their best interests.
For instance, if you're writing to expired listings, you could begin with "Do you wonder why it didn't sell?" Most of them will think "Yes, I sure do," and then they'll read on to see if you're going to tell them why. From there you can outline the major reasons why a home doesn't sell and offer to discuss it with them - at no obligation, of course.
Even if they are interested in listing, they have no way to know if you're a good agent or just someone looking for a large listing inventory. So you need to give them a reason to trust you and show them how talking to you will benefit them. Often, this can be done by giving away free advice or free information about the real estate market, other homes for sale, etc.
Your letter also needs a call to action - which is something many agents forget to include. But don't just say "Call on me for all your real estate needs." Forget the generic "needs" - be specific and invite them to call you for a free consultation or just to ask questions about the market. You can also ask them to visit your website to sign up for a free report. You could even invite them to an open house or an informative meeting.
And remember, they'll be more likely to respond if they understand that they won't be under any obligation when they follow your instructions.
Marte Cliff is a Freelance Copywriter who specializes in writing for real estate and related industries.
She'll help you with one letter, or an entire marketing plan. For Real Estate agents and brokers who are ready to get full value from their websites, she'll be happy to put together an entire package - from the web copy to the lead generation packages that make an agent's phone ring.
For busy agents on a budget, Marte offers pre-written letter sets for use in postal mail or in e-mail continuity campaigns. The current selection includes letters for FSBO's, Expired Listings, Short Sale sellers, First Time Buyers, and a set for new agents to send to buyers.
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