A good real estate letter is the real deal

I seem to have written at least a couple hundred letters about real estate in the last year. So it might surprise you when I say “I hate writing letters.” Writing for me is an experience of knots in the stomach, clenching the fingers, wrinkling the forehead and tearing the guts. I guess that’s why I avoid writing them as often as I do.

However, there is one good thing about the torturous experience of letter writing and it is this … I love what a good real estate letter does for my business. A good letter generates leads that can be leveraged to become paying customers, customers who buy, sell, and rent real estate. Nothing has had such a huge impact on my real estate business as a unique but well-written letter.

I wish I could say that my cards are magic, but they are not. However, I have come to realize that sometime along the way to becoming a good marketer, I learned the formula for successful letter writing. Specifically, the letters are not about how good I am, but rather a reflection of how well I address the needs of readers.

Real Estate Letter to Sellers

For example, most sellers want to sell their homes as fast as they can and for as much money as they can get. So my letters tend to emphasize the things I do to effectively market your real estate; network with agents known to always have buyers, explaining the unique ways I will market your home (for example, I will market to graduate students, college professors, doctors, investors, law enforcement personnel, Fortune 500 company employees, etc. .).

I tell them the things they want to hear and then I keep what I promise. I also sell them with the idea that I will be available to them 24/7 while secretly hoping they don’t call at 2:00 AM But just between you and me would be fine if they did.

Real Estate Letter to Buyers

On the other hand, letters to buyers emphasize finding a good deal, no matter how long it takes. Of course, you want to sell houses to buyers as quickly as possible, but you have to respect the fact that they will spend hundreds of thousands of dollars, so a little patience is necessary.

The difference between rushing a buyer into a home after just 2-3 days of searching and 2 weeks of searching before finding the perfect home is HUGE. In the first instance, they will know that it is you and that your main objective is to make a sale. However, in the second example, they are likely to think that you have their best interests at heart and are therefore good candidates for lifelong relationships … and referrals.

Capture the interest of readers

In short, an effective real estate letter captures the interest of your readers and forces them to act. It starts with an attention-grabbing opening line that makes them stop and really think about what you’ve posed. This is followed by a solution to your proposal expressed as an advance. To get all the details of your solution, it will be necessary for them to pick up the phone and call you.

But when all is said and done, I still hate writing letters, but I love what they do for my business.