It seems like I wrote at least two hundred real estate letters last year. So it might surprise you that I said, “I hate writing letters.” Writing for me is a stomach knotting, finger pinching, forehead scratching, gut wrenching experience. This is why I refrain from writing them as often as I do.
However, there is one good thing about the horrible experience of writing letters and it is this… I love what a good real estate letter does for my business. A good letter to clients can help you develop new leads for buying, selling and renting real estate. Nothing has had as great an impact on my real estate business as a single, but well-written letter.
I wish I could say my letters are magical, but they’re not. However, what I have come to realize is that I have learned the formula for success in writing on my way to becoming a great marketer. The letters in particular are not about how good I am, but about how well I can address the needs of readers.
Real estate letter to sellers
For example, most sellers want to sell their home as quickly as possible and for as much money as possible. Therefore, my letters to them emphasize what I do to effectively market their real estate. Meeting with agents known to always have buyers, explaining specific ways to market their home (eg, market to grad students, college professors, doctors, investors, law enforcement personnel, Fortune 500 company employees, etc.).
I tell them what they want to hear and then I deliver what I promise. I sell them that I can reach them 24/7, secretly hoping they won’t call at 2:00 am. But I’ll be fine if you do it between me and you.
Real estate letter to buyers
On the other hand, letters to buyers emphasize getting a good deal, no matter how long it takes. Of course, you want to sell the buyer’s house as quickly as possible, but you have to respect that they will spend hundreds of thousands of dollars, so it is a little patience.
The difference between 2-3 days of looking before finding the perfect home vs. 2 weeks getting a buyer home quickly is huge. First of all, you know that it’s all about you and that your main goal is to make sales. But, in the second instance they think you have their best interests at heart and are therefore good candidates for lifelong relationships…and referrals.
Capture the interest of readers
In conclusion, an effective real estate letter captures the interest of readers and compels them to take action. It starts with an attention-grabbing opening line that makes them stop and think about what you’re up to. That follows the solution to the proposition presented in the teaser. They ask you to pick up the phone and call them to get all the details of your solution.
But when it’s all said and done, I hate writing letters, but I love what they do for my business.