Your real estate prospecting letters can bring good results, or they can do nothing at all. It all depends upon whether you follow these five rules.
1 – Never, ever begin with “I” or “We.”
It’s your prospecting letter, but if you want your potential client to read it and respond, it has to be about his or her wants/needs/interests/problems/worries.
“I want” is an absolutely sure turn-off. They don’t care what you want.
Of course you’ll introduce your services, but do it in a way that says “Here’s how I can help you,” not “I want your listing.”
This rule, by the way, applies to any kind of letter writing. Unless you’re writing to someone near and dear and are saying “I love you,” don’t start with “I.”
2 – Consider your audience.
The first step is to think about the people who will receive your letter.
- Are they in a bind and need to sell quickly to avoid foreclosure?
- Are they unhappy because their home didn’t sell after being listed for months?
- Do they need to sell due to divorce?
- Have they been trying to sell by owner?
- Do they need to sell a vacant house during or after probate?
- If they’re thinking of downsizing, are they putting it off due to the work involved in disposing of a lifetime’s worth of possessions?
Or – are they folks who may or may not have a desire to sell?
3 – Focus on being understanding, helpful, and informative.
Once you understand who they are, think about how you can help them right now.
- It might be with the information you offer in your letters.
- It might be by offering to introduce them to other professionals and service providers, such as tax consultants, handyman services, home stagers, or people who organize and run moving sales.
- It might be by offering to let them know the current value of their home.
- It might be by providing a checklist of things to do to get a home ready for market.
- And of course, it might by getting that house on the market and sold in record time.
4 – Don’t tell everything you know.
Yes, you’re giving good information, but for the most part, make it in the form of what needs to be done, rather than the specifics of how to do it.
5 – Don’t be pushy.
Remember the old adage about the folly of asking someone to marry you on the first date.
Give them good information, show them how you can help, and offer to do so, but don’t annoy your readers by being pushy.
Use drip marketing to get acquainted and build a level of trust, so that when they do call, they’ll already have decided that they need you.
If you don’t have time or don’t like to write, remember that I’ve done it for you.
Come to Copy by Marte to find more than 40 sets of real estate prospecting letters, just waiting for you to download, personalize, and send.
Graphic courtesy of Stuart Miles @freedigitalphotos.net
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