Writing to real estate prospects. How much is enough – or too much?

This question comes to me with regularity, and while I’d love to answer with a hard and fast rule, there isn’t one.
There’s one marketer who emails me at least once a day – sometimes 2 or 3 times. I think that’s too much!
On the other hand, there’s at least one who writes daily and it’s fine, because what they send is interesting and often useful.
How often is “just right” depends upon your target audience.
If you’re writing to your geographic area or a niche market such as absentee owners, every 3 or 4 weeks is probably fine – although you should send a “just listed,” “under contract,” and “just sold” card every time you have such news.When should you be in their mailbox?
If you’re sending one of my “I have a buyer” sets and your buyer is getting anxious, it might be good to write every couple of days.
Past clients and those in your sphere of influence should hear from you monthly. If you can’t manage that, at least write them quarterly at a bare minimum.
If you’re writing to people who have received a notice of default and need to get busy making a decision, then you need to contact them more often. I’d say every 2 to 4 days for the first two weeks, then switch to every 5 or 6 days.
What if you’re courting a FSBO or the owner of an expired listing? My advice would be to contact them twice a week for 2 or 3 weeks, then switch to once a week.
How about buyers? If they opted in on your website to get information, they may be getting ready to find a home. First, contact them immediately – new studies show that calling within 5 minutes yields the best results. If you can’t do that because you’re busy with other clients, call just as soon as possible.
After that, write them or call them twice a week.
So the answer is: Think about the people and their situation. Are they on the verge of choosing an agent, or do you simply need to make sure they don’t forget about you? The more urgent their need, the more often you should be in touch.
Remember: “Contact” doesn’t necessarily mean “send a letter.”
If you have a phone number, give them a call once in a while. If they’re in your territory, stop in now and then. If you have both an email and a postal address for them, switch back and forth between methods of contact.
Image courtesy of digitalart / FreeDigitalPhotos.net

Professionally Written Real Estate Letters Keep You “Employed”

Professionally written Real Estate Letters, set up to be delivered on autopilot, will solve the problem of a “roller coaster” income and prevent those periods of unemployment.

Writing your own letters is a good idea – but only if you have:

  • Plenty of time to write, re-write, edit, and proofread each letter.
  • Knowledge of the psychology of marketing.
  • Good grammar, spelling, and word usage skills.

Your franchise or your template website may offer you letters. Unfortunately, many of those letters were written by someone with no knowledge of real estate and no training in the psychology of marketing. Thus, their approach is both backward and ineffective.

Our Real Estate Letters are written by real estate copywriter Marte Cliff – who not only knows marketing, but knows real estate as well. She left a successful 19 year career in real estate sales when she turned to writing full time. Now she writes custom copy for successful agents across the U.S. and in several other countries.

The Real Estate Letters began as a small project – with the two initial sets written to help out an agent who needed to prospect but didn’t have the funds available for custom letters.

Now they’re used not just by agents on a limited budget – but by agents who don’t like to write, don’t write well, and/or who know their time would be better spent meeting face to face with clients and following up on leads generated by their letters.

The Real Estate Letters save you time, save you money, present you as a professional, and keep you in touch with those all important people – your prospects.

Many use them in email auto responders – as follow-up pieces to buyers or sellers who have opted in to receive information. Others use them in direct mail, and some even post them on their blogs.

The collection includes letters for a variety of purposes, so browse the tabs to see the variety available to save you time and money.

3 Ways to Make Your Real Estate Prospecting Letters Stand Out in the Mailbox

make your real estate letters stand out

Use an unusual sized mailer.

Print your message on an odd-sized postcard. If  you prefer to use envelopes, mail it in something other than a #10 business envelope. Greeting-card size usually evokes curiosity, especially if you’ve hand-written the address.

You might also try an 8 ½ X 11 mailer to look somewhat “official.”

Use a teaser.

Offer a hint of what’s inside on the outside of the envelope.

This won’t work if your prospecting letter is of the “Here I am, I’m wonderful, hire me” variety. But hopefully you would never do that. You’re sending good, useful information.  So give a hint of that “good stuff” they’re going to find inside.

Maybe it’s a market report. You could say “What are homes like yours selling for this month? Get the full report inside.”

If it’s a report you’re sending to expireds on “Why it didn’t sell,” you could say: “Inside – the 3 primary reasons why homes expire off the market unsold.”

If it’s going to FSBO’s you might say “Things to consider when selling on your own.” Then tell them about some of the pitfalls to watch out for.

Maybe you’re writing to residents of an apartment complex. Your teaser could say “Purchasing a home without a buyer’s agent could cost you thousands. Look inside for the reason why.”

Go lumpy.

message in a bottle

Who could resist opening this mailer?

Few people can resist opening an envelope if it’s lumpy. You just never know what you might find inside, and we humans are almost as curious as cats.

A few years ago I wrote a promotion for a new agent who was establishing a territory in her own neighborhood. Her mailing contained a quarter, along with the message: “Here’s a quarter, call someone who cares.” (In case you don’t remember, that’s a line from a Country-Western song that was popular at the time.)

Of course, the promotion went on to talk about her love for the neighborhood and that SHE was the one who cared.

Your lumpy object could be all sorts of things – pens, notepads, a packet of garden seeds, or even a wooden “round tuit.”

Use your imagination and match “the lump” to the neighborhood, the clients, or the season.

Mailbox graphic courtesy of digitalart / FreeDigitalPhotos.net

Here Today – Gone in January: The Holiday Listing Letters

Want to add a sale or two to December?

Or maybe have a jump start on 2014 with new listings other agents didn’t think to pursue because “Nobody lists during the holidays?”XmasOrnament

Get the Holiday Listing Letters and start using them today.

This set of 5 letters explain why being on the market through the holidays is a very good idea – as long as you have an agent who is working through the holidays. Not everyone does, so if you do, that alone sets you apart from the crowd.

Because these letters are for such limited use, they’re priced accordingly: Only $15 for the set of 5.

Can you write a good letter in $3 worth of your time? If not, click here to learn more and order your letters.


What’s the best way to convince a “For sale by owner” to list with you?

Just keep being there, giving helpful information, and showing them what a huge job they’ve undertaken.

Some of these owners have decided on the FSBO route because they tried listing their homes and chose the wrong agent. It’s easy to do in a world where the “80-20 rule” is a reality. Now they reason that since their last agent didn’t do a darn thing, they can do a better job.

If you want to list their homes, you’ll have to demonstrate your attentiveness and your marketing know-how.

OR… they simply don’t realize how much work is involved in the sale of a home so they’ve opted to save the money.

They might know they need to clean-up and fix-up. They might even know they need to create a web page. But unless they’ve been in your business, they don’t know about all the behind-the-scenes work you do. And they probably have no idea how to get their homes shown on the dozens of real estate websites where buyers are searching.

They also don’t know the risks. As you are well aware, an unwary homeowner can get into all sorts of trouble just by not knowing how to read a purchase agreement.

It becomes up to you to let them know the true facts about selling a home…

Since you don’t have time to go visit these folks every few days, use our FSBO Prospecting Letters to create a drip marketing campaign.

Then, stop by or pick up the phone so they can ask you questions or discuss the information you shared in the letters.

Come here to learn more about the letter set and read a sample letter…


This short expired listing prospecting letter set is for use in conjunction with your other efforts…

Professional marketers who test, test, and test some more say that to get full value from prospecting it takes at least 5 “touches.” The more touches, the better your chances of getting a response. However, those touches don’t need to all be letters, nor do all your letters need to focus on your prospect’s expired listing.

Use these 4 expired listing letters in conjunction with phone calls, personal visits, or geographic farming letters.

These four letters give a condensed version of the basics:

  • Letter #1 offers the overview, then stresses the importance of pricing correctly.
  • Letter #2 talks about presentation – the seller’s responsibility to get the house ready and to make it available for showings.
  • Letter #3 explains marketing, the importance of the Internet, good photos, and agent reputation. It also makes an offer to explain your own marketing plan.
  • Letter #4 is all about negotiation and follow-up.

You get the 4-letter set for only $37.


This is “The Original” 10-Letter Set

For use either in mailing or as a drip campaign, the set comes with a special report you can offer as an enticement for web visitors to leave their name and address. You’ll also find a seller’s checklist that your prospects can use as a guide in getting their homes ready for market.

This set of 10 letters is designed to answer the question “Why didn’t my house sell?”

Letter #1 is an overview of the 3 primary reasons: price, presentation, and marketing. Subsequent letters expand on each topic and work to build your prospect’s trust by showing both your expertise and your willingness to share valuable information with them.

None of the letters accuse their last agent of wrongdoing – instead they point out how things should be done, beginning with setting the right price.

The letters also point out problems that the homeowners may recognize as their own contributions to “Why didn’t it sell?” For instance, they stress the importance of having the house ready to show, making it available to show, leaving during a showing, etc.

Perhaps their last agent was too timid to talk with them about ways in which they were preventing the sale. These letters will open the discussion so you can talk with them about those issues and explain their importance. So hopefully, when you get the listing, you won’t have those issues to overcome.

You get: 10 letters, the special report, and the seller checklist for only $97.