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Real Estate Help
The Ezine for Real Estate Professionals and Independent Home Sellers
I'm not a has-been. I'm a will-be
Lauren Bacall, Actress
Write a Prospecting Letter that Gets Attention
Dear Friend,
What do you say when you begin a prospecting letter? Are you trying to write a "one size fits all" letter? That's not a very good idea.
Instead, write to specific niches. Then say something that generates curiosity. Speak to an interest, a problem or a concern that matters to that specific group of people.
For heaven's sake, don't make the mistake of writing the kind of letters that I find in my mailbox! They generally say "Dear Homeowner, I'm a Realtor and if you want to sell I'll list your home." Gee, that gets me interested. Even if I had a desire to sell I'd make a mental note NOT to call on that agent.
You could begin with "Did you know..." and talk about something about to happen in the neighborhood.
You could begin with market news. Maybe the market has shifted and homes are suddenly worth more than they were last year. Maybe an unusual number of homes sold. Tell your prospects about it. Everyone is interested in knowing the average selling price of homes near them. It's just part of our snoopy human nature.
Whatever you do, do not ever - not even one time - begin your letter with "I am." That is the surest way to turn your letter into a paper airplane headed for the trash.
Begin your letter with something of interest to the reader and introduce yourself later, after they've decided you have something to say that they want to read.
If your niche is a move-up community of young families, you could begin with a question such as "Are you outgrowing your current home?" If your niche contains retired people, you could ask if they're tired of all that yard care. In other words, stop and think about the reasons why people in that group would want to sell. You could even look at your own notes to see why past clients made the decision.
You do ask, right?
Then, when you begin to write, put a firm picture in your mind of one individual in the group. Write a personal letter to that person. When you write to a group it's easy to begin sounding stiff and formal -- and boring. And boring is one thing you really don't want to be.
Wishing you success,
Marte
Marte Cliff, Copywriter
writer@marte-cliff.com
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