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
  • Real Estate Books!
  • Your Real Estate Agent Website
  • Real Estate Property Descriptions
  • Real Estate Community Pages
You are here: Home / real estate marketing / Write to individuals, not crowds

Write to individuals, not crowds

February 4, 2017 by Marte Cliff

How many times have you gotten a letter from a real estate agent (or any other marketer) that was addressed to “Dear Homeowner?”

If you get many real estate letters, you’ve probably seen several like that.write to just one person, not the crowd

Then, to make matters worse, the letter will go on to use phrases such as “people like you” or “all of you who…” or even “you guys who…”

All of those phrases clearly show that the person who wrote doesn’t know you – and wasn’t writing to you specifically. He or she was writing to a crowd.

But there’s no crowd opening your mail. There’s only you, even though you might hand the letter over to someone else in your household.

Marketing tests show that this kind of letter gets a lower response than a letter written to an individual, so why do so many real estate agents keep right on writing them? Probably because they can’t quite wrap their minds around the fact that even though they’re sending 1,000 letters, each of those letters is going to one individual.

The first step in writing a good real estate letter is to know who will receive that letter, and to tailor it to them and their concerns. That means you cannot send the same letter to first time buyers that you’ll send to clients who are selling to move into a retirement home!

Segregate your lists so that you can send the right message to each list. The more you segregate, the better you can become at writing a “you focused” letter that resonates with the individual who reads it.

Put those names into a good contact management system, so that when you’re ready to send a mailing you can click a few buttons and get letters that say “Dear Mr. Simpson” instead of “Dear Homeowner.”

Does it take a little longer? Of course it does. But there’s not much point in doing any marketing at all unless it’s going to have the desired effect. So make the extra effort.

Now, choose the first category of consumers and think about them. Choose one of them that you know the best and think about their concerns and worries. Think about their daily lives and consider their hopes and dreams.

Picture someone in your mind and write your message directly to that one person.

What do they hope to gain by purchasing a home – or selling a home?

And then… How are you going to help bring about a better situation in their lives?

Next, write a letter that shows how you can help them. Let them know that you understand their position. Tell them specific things you will do for them – whether it begins with providing information they need, preparing a market analysis, or conducting a comprehensive search for homes that fit their specific needs.

If you offer special services, such as home staging or keeping a close watch on new construction while they’re out of town, tell them about it.

Think about what you can do for them and forget all about what their home purchase or sale can do for your bank account.

Zig Zieglar said “If you help enough people get what they want, you’ll get everything you want.”

So just focus on getting them what they want. Then your bank account will grow as a natural consequence.

Image courtesy of Stuart Miles @freedigitalphotos.net

Filed Under: real estate marketing, real estate prospecting, real estate self-promotion, Uncategorized Tagged With: real estate letters, real estate prospecting, real estate self promotion

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