Your broker has told you to do this, other agents have told you to do this, but… what are you going to say?

You’ve probably seen letters from other agents that sounded like they were desperate for business – begging you to give them a chance so they don’t go broke. Obviously that’s not the kind of letter you want to send to your own sphere of influence.

Instead, your aim should be to show those folks in your sphere of influence how fortunate they are to have you nearby – where you can help them when they need expert real estate advice.

What do you have to offer that experienced agents don’t?

One thing you can offer is up-to-date knowledge of the ever-changing real estate laws. After all, you just completed your schooling and it’s all fresh in your mind.

Next, you can offer enthusiasm. You wouldn’t have chosen this career if you weren’t interested in houses and the people who live in them. Some of your more experienced competitors are, unfortunately, bored with the whole thing.

Since you haven’t been over-taxed with customers needing help, you’ve had time to get out there and view the houses, so your feel for correct pricing is based on what you’ve actually seen, not just what you’ve read. That means your market analysis is going to be “right on the money.” It also means you’ll be able to tell buyers if a house they’re considering is priced correctly or not.

The new forms don’t confuse you. While some agents skip paragraphs and leave blanks unfilled because they haven’t taken the time to learn the regulations behind them, you know exactly what goes where. You can offer attention to detail.

But one of the biggest things of all – you can offer loyalty.

Let your sphere of influence know that you are there to help them. Whether they simply have a question about the market or are ready to buy or sell – you’re available to provide the information and guidance they just can’t get from some stranger.

Your letter should be brief -  about one page. And it should contain plenty of white space. Keep your paragraphs to no more than 5 or 6 lines and leave a blank line between them. Why?  To make reading easy and fast.

Convey your excitement at being able to offer them your service and make it clear that they now “have a friend in real estate.” Remember – this is an offer of service and a benefit to everyone in your sphere of influence. Resist the temptation to turn it into a “Please use me” letter.

This is an important letter, so take your time. Get a friend to offer feedback and work to make the letter perfect before you send it out. Hire a professional if you don’t write well, because the first impression you make is the most important one of all.

By: Marte Cliff

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