Think you’re going to write a great real estate marketing letter? Then follow these 10 tips, created by Theresa S. Fuentes, real estate agent in West Texas and co-author of Marketing Letters by Design: Posters, Flash Cards and a Smart Way to Get Paid for Your Marketing Strategies, by Bundle Media Publishing Inc. with the permission of Bundle Media Publishing Inc.
1. If you’re dealing with property management or a property rehabber, you’ll need to convince people you’re an expert in the industry. Your real estate brochure should have your contact information prominently displayed. Be sure your voicemail is full of questions and clarifications about services, regulations, taxes and other matters. If you don’t have an address for your office, include that in your email. Send this through multiple email accounts. Also, get your business cards in the mail or at the office the same day.
2. Beyond your mailing list, you also need to keep in mind that it may thrill your database of prospects to see you. Provide copy that will make them want to call you. Putting in phone numbers and addresses and even simple phrases such as “Hi! I’m Barb, and I write the above for your benefit” can be enough to create phone calls from people who read your brochure. You also should include a contact phone number so you can reach you and answer questions.
3. Spell out how to call you. If you’re still on the phone with your prospective homebuyer, make sure you repeat what you just told them. Don’t give the impression that you’re always on the phone. Spell it out in as much detail as possible.
4. Make sure everyone in your contact lists knows what you’re doing. Let your prospect see you’re putting them in touch with a professional real estate agent. Expose your successes and show that you work hard. Also, once you’ve sold the property and sent out your brochure, email this information to the client so you can continue selling to them.
5. Never sell your contact list to a third party without telling them in advance. You’ll be able to expect any objections from the buyer’s side. If the home buyer wants to meet you in person, remind them to meet with you for a visit. If they prefer to contact you by phone, let them be aware of this. Anything less will seem like it’s being done with no consideration.
6. Take any opportunity to educate the buyer. Besides, making getting a mortgage simpler by displaying a detailed review of the loan paperwork is the best way to make a home buyer feel informed about the process.
7. Include the deadline for any required disclosures. While the home buyer may be in over his head to get a loan, the home seller’s agent will want to save face if the buyer has to accept a loan that’s all but impossible to qualify for.
8. Don’t feel like a pushover. You can’t be “my friend” when you’re selling a house. If they want a special bond, let them know. If they want you to share their frustrations, let them know.
9. If the buyer is moving into a remote location, let the prospect know. Anything you’re able to give them in advance gives them more assurance that they’re ready to take on the move.
10. You should be casual in your communication. Try not to over-analyze everything that comes across in your letter. Write it with a sense of humor. If you’re making those tough sales pitches, try to keep it casual so that the real estate broker knows you can relate.
ABOUT THE AUTHOR:
Delroy A. Whyte-Hall is a communications strategist and copywriter who specializes in helping real estate professionals boost sales, build credibility, create low-cost, high-impact presence in the marketplace using public relations and conte