As you already know, I write real estate prospecting letters and offer them for sale here on my website. I appreciate it when you save yourself time and effort by choosing my letters for your email and postal mail prospecting.
However, I do know that some people like to write all of their own materials.
I also know that as normal human beings, we sometimes like to shop.
Therefore, today’s message is a primer on how to write your own effective real estate prospecting letters, and a guide toward choosing letters should you be shopping.
Do remember that while you’ll run across quite a few free letters, they aren’t always going to benefit you. It depends upon how they were written.
Rule #1 in writing effective real estate prospecting letters: Stop and think before you begin.
What will be of interest to your prospective reader? HINT* The answer isn’t your name.
You’ll see all kinds of free letter templates and even some purchased prospecting letters that begin with “Hi, my name is…” Some get even worse, they say: “Hi, my name is … and I want…”
Ugh. They don’t care what your name is and they SURE don’t care what you want. They don’t even know you, for heaven’s sake!
So before you begin, take time to think about the people who will receive your letters. Know who is in your target audience and spend some time thinking about what matters to them.
The opening sentence that will catch their attention depends entirely upon who they are.
For instance, the first sentence in letter #1 of my Senior Relocation letters says: “Has your current home become more of a burden than a pleasure?”
The first two sentences in one of my “Prospecting to tenants” letters say: “As a tenant in <name of apartment complex>, you’re paying between $X and $X per month in rent. Did you know that for $X you could make the monthly payment on a house valued at $X.” (Yes, you do have to fill in the blanks to conform to your own community.)
The first two sentences in my vacant land prospecting letter set say: “Do you have plans for the vacant lot (or lots, or acreage) you own at (address)? If not, would you be interested in turning that land into cash?”
What is the unifying factor in each of these examples?
Each effective real estate prospecting letter is about the person reading the letter – NOT about the person writing it. And that’s what’s important.
Your prospects care about their lives, their problems, their desires, and their goals. If you can help them solve a problem or reach a goal, they’ll like you. You might even become friends later on. But right now, they only want to hear about things that affect them and their lives. It might hurt your feelings, but the truth is that they do not care about you.
As you get further into the letters you will need to mention your experience and expertise – but only in a manner that shows the benefit to them.
Rule #2: Keep thinking as you continue writing
Before you continue writing, take a few minutes to think about the points you want to make in your letters.
Different people – and different groups of people – have different reasons why they might want to or need to sell. Address a variety of reasons, but not all in one letter. I know it’s tempting to just dump all your thoughts out there, but don’t do it. You’ll just confuse people.
One purpose of your letters is to build trust by showing that you understand the situation, the problem, the emotions, etc. that your readers are facing. Do it slowly – one piece at a time.
And, while each of your letters should conclude with an invitation to call you, don’t be pushy.
Rule #3: Include useful and/or interesting information.
Give your readers a reason to be glad they read what you sent. And always remember that if your mailings are pure “sales letter,” that won’t happen.
Whether you’re writing letters or shopping for letters…
Be sure they follow those three simple rules.
Oh – and be sure you use good grammar, check your spelling, and proofread at least twice before you print and send your letters. (And if you purchase letters, proofread those as well. Typos do happen!)