It’s easy to get carried away with day-to-day issues and forget to follow marketing basics. This is true in lead generation of all kinds, and especially true in attempting to write effective real estate prospecting letters.
So this week let’s go back and re-visit the basics of writing effective real estate prospecting letters.
- Never begin with the words “I” or “We.” This is a good rule to follow whether you’re trying to write effective prospecting letters or any other kind of business correspondence. The truth is, your readers don’t care about who you are or what you want.
- Remember that it is NOT about you. Your prospects are tuned in to station WIFM – “What’s in it for me?” Effective prospecting letters are all about THEM, their needs, and the benefits they’ll gain from working with yo
- Never, ever, ever, use words that an intelligent 6th grader wouldn’t understand. You may be justifiably proud of your extensive vocabulary, but don’t ever use it to “talk down” to potential clients. The ones who don’t understand will resent you and the ones who do understand will see you as pretentious.
- Do pay attention to the meanings of whatever words you do use. Proofread diligently to make sure you haven’t written something like quite when you meant quiet, or sale when you meant sell. Don’t use a word like “explicitly” unless you are sure of its definition. (See reference in the link below.)
- Be honest. Never make false or outlandish claims.
- Shorten your sentences and paragraphs – and insert white spaces between paragraphs. Effective prospecting letters are easy and fast to read.
- Be consistent. There’s no point in writing once – or even once every 6 months. To be effective, you must attempt to stay “top-of-mind” with your prospects.
Stick with these basic rules and write effective real estate prospecting letters.
Don’t get carried away with your own importance and write a “fail” like the one I wrote about in this 2019 article.
As I mention in the article, this agent sends a message about once a year. Unfortunately, they all follow the same pattern. And unfortunately, they’re all fails.
And of course, if you don’t want to write your own effective prospecting letters, use mine!
Visit me at https://www.copybymarte.com/prospecting-letters/for prospecting, farming, and keeping-in-touch letters. You’ll find letters for a variety of niches, plus expired listing and FSBO letters.
And… if you need custom letters to fit your unique niche or situation, write me!