Most real estate agents aren’t writers. They either don’t enjoy it, don’t do it well, or don’t have time. But all real estate agents do need to stay in touch with past clients, their sphere of influence, and their current prospects.

That means writing has to enter the picture somehow – unless they have time to telephone or personally visit all those people with regularity.

And that’s why agents can purchase pre-written letters from a variety of sources.

I recall purchasing agent database management software that had a variety of letters loaded into the program. You can also find real estate letters in books of 100 or so for a minimal price. And you can buy letters that are written for specific reasons – FSBO letters, expired listing letters, short sale letters, etc.

But you need to be careful. Some of those letters are good, and others were written by people who have no idea about the psychology of sales or about real estate. In fact, some were written by people who don’t know basic grammar or word usage.

I’ve visited websites where the sample letters even had typographical errors. That’s NOT what you want to represent you as a professional!

What to look for:

Does the letter begin with “I” or with “you?” Marketing letters need to be about your reader, not about yourself. The only one who wants to read a letter that begins with “I” is your sweetheart (or your Mom) and only if it begins with “I love you…” Does the letter offer some useful information? If all it does is sell your services, it’s missed the mark. Remember, they don’t care how wonderful you are. They care about what you’ll do to help them. Does the letter address an individual? Stay away from letters that reference “all of you” or “some of you.” People like to think of themselves as individuals and they want to believe that you’re writing just to them. Does it focus on a want or need that matters to your audience? Buyers and sellers have concerns, and their concerns have nothing to do with your need to make a sale. After you recognize their individual concerns, you need to show how you’re going to help make their lives easier. Do the letters make sense? Some don’t. Are the grammar and spelling correct? You don’t want to send a letter that’s rigidly correct, because people don’t talk that way and it will make you appear stiff and stuffy. But you do want to be sure that it doesn’t say things like “Please call myself” or “I and my associate…”

Remember that not everyone on your list should get the same letter.

Past clients and sphere of influence contacts may be interested in hearing about changes in the local market, and may even be pleased to hear about something in your personal life. These are people who know you, so if you’ve taken a wonderful vacation, attended a Real estate convention, or sent a child off to college, they’ll be interested. You’ll also want to write them if you change agencies or get a new email address.

Buyers who have left their information on your website or made a phone inquiry will probably be interested in market conditions, but will also benefit from homebuying tips. Remember that first time buyers have different concerns than 2nd home buyers or move-up buyers. Buyers who are relocating from a distance also need different help than buyers who are able to meet with you immediately.

And then there are sellers. Sellers come in many varieties. All of them can benefit from advice about pricing and presentation, but each group has a different reason why they may need or want your services.

FSBO sellers can benefit from a variety of advice while expired listing sellers need to understand why their home didn’t sell – and what can be done about it. Distressed sellers have a different agenda than a person who is just thinking a move would be nice, and they in turn are different from sellers who needs to move quickly because of a job transfer.

You need to know who you’re writing to so you can send them information that will be helpful in their situation.

So sort your lists – and then send well-written letters that are appropriate for each person who will receive them.

By: Marte Cliff

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