Copy By Marte

Professional Real Estate Copywriting

Real Estate Copyrighting
MENUMENU
  • Real Estate Prospecting Letters
    • Real Estate Prospecting Letters
      • Why Send Real Estate Prospecting Letters?
    • Custom Real Estate Prospecting Letters
    • Real Estate Prospecting FAQ
    • Prospecting: Why Send Multiple Letters?
    • Real estate investor prospecting letters
    • Prospecting Tips
      • Real Estate Postal Prospecting System
      • Why Drip Marketing?
    • Discount Codes for real estate prospecting letters
  • Agent Bios
    • Agent Bios
    • Real Estate Team Bios
    • bios for new real estate agents
    • real estate bio questionnaire
  • Marte's Blog
  • About Me
    • Contact Marte
    • Why Choose Copy by Marte?
    • My Bio
    • Testimonials
    • Fees
    • Samples
    • Web Copy Samples
    • Policies
  • Freebies for Real Estate Agents
  • Real Estate Copywriting FAQ
  • Real Estate Copywriting Advice
  • The value of first time buyers
  • Real Estate Blog Posts for Busy Agents
    • Real Estate Blog Posts for listing agents
  • Newsletter Opt-in
  • Real Estate Press Releases and Articles
  • A Grammar Guide for Real Estate Agents
  • Real Estate Books!
  • Your Real Estate Agent Website
  • Real Estate Property Descriptions
  • Real Estate Community Pages
You are here: Home / real estate prospecting / Real Estate Prospecting Can’t Be a One-time Shot

Real Estate Prospecting Can’t Be a One-time Shot

May 8, 2014 by Marte Cliff

Choose your target, then market consistently.

Choose your target and write to one person

Over the years I’ve met agents who mistakenly felt that direct mail for real estate prospecting was the same as direct response marketing. They thought they “should” get results from just one mailing.

Unfortunately for them, studies show that if they have the right list they might get a 1% response.

Real estate prospecting is not at all the same as direct response marketing.

Direct response marketing fits into the “instant gratification” category. You’re selling a product and people either want it or don’t want it. They order today or possibly tomorrow, and that’s that. Quite often, the purchase is made on impulse.

Marketing your services as a real estate professional via direct mail prospecting calls for “Drip Marketing” through multiple mailings.

When you’re offering your services as a real estate professional, only a small percentage of the people will want or need what you offer today. Another percentage may be thinking about it, and a greater percentage isn’t going to need you for quite some time.

In any case, none of them are going to see your mailing and think “Oh, that’s just what I need. I think I’ll order one.” Hiring a real estate agent is rarely, if ever, an impulsive action. After all, deciding to enter into one of the largest transactions in a lifetime is quite different from spending $39.95 on a Widget.

The purpose of your real estate prospecting letters is twofold.

First, you want to come to the attention of those people who need you today.

Thus you need to say something that distinguishes you from the crowd. You can do that by offering information rather than an ad for your services. And of course, different prospects need different information.

What you’ll say to someone who needs to short sell is different from what you’ll say to a FSBO or the owner of a vacation home. That’s why my collection of real estate prospecting letters consists of more than 40 different sets of letters.

Next, you want to establish yourself as a trusted resource in the minds of those individuals who are just beginning to think of selling or who won’t be ready for quite some time.

You want your name and your face to become familiar to them, and you want them to begin thinking of you as someone they can trust.

One letter simply can’t do that job. In fact, while different studies agree on the optimum number of “touches,” none recommends fewer than 5. Many studies say you need a dozen for maximum impact. And of course, once a prospect has indicated an interest in your service, it’s a smart idea to keep on sending them something until they either take action or tell you to stop.

Again, your letters need to be tailored to the audience. Agents who send the “One size fits all” letters saying “I’m wonderful, hire me” are destined for failure.

What about your niche?

If you haven’t gotten a response by the time you’ve mailed your series of prospecting letters, simply stay in touch. Send them periodic market reports, news about the neighborhood, or tidbits about real estate.

If a bit of light-heartedness fits your personality, use my 26-letter “Staying in touch” set. That set can keep you in front of those folks for two full years.

Keep building your business by never letting your prospective clients forget about you – and by continuing to send letters that will inform or amuse. When you can be counted on for something worth reading, they’ll eagerly open your mail.

One more thing…

What is a “touch?” It’s a message – sent either by postal mail or email. It’s also a phone call or a personal visit.

Image courtesy of jscreationzs at FreeDigitalPhotos.net

Filed Under: real estate prospecting Tagged With: real estate prospecting, real estate success strategies

About Marte Cliff

Marte Cliff is a professional real estate copywriter with a past - as a real estate agent and then owner/broker. She understands the real estate business, the challenges agents face, and the wants, needs, and fears that real estate clients face. She also understands the psychology of marketing.

When not writing, Marte enjoys reading, gardening, visiting with friends and family, and spending time with her canine companions. She enjoys life in a quiet mountain valley with wildlife as her nearest neighbors.

Copyright 2015 - Marte Cliff, Copywriter | 1794 Blue Lake Road, Priest River, ID 83856 | 208-448-1479

Copyright © 2023 · News Pro Theme on Genesis Framework · WordPress · Log in