Once considered to be the key element of real estate prospecting, writing prospecting letters seems to be a forgotten art these days. While modern prospecting techniques like telemarketing and online prospecting get you instant results, letter writing can be the right way to build a loyal customer base.
In my 25 years career as a real estate agent and as the CEO of Platinum Real Estate, I realized the importance of this old yet effective technique at several occasions. Whether you want to stay in touch with your old loyal clients or you want to send a thank you note after completion of a real estate deal, a well-written, engaging real estate prospecting letter is the perfect way of sending a business message in a friendly manner.
Here are some tips for writing engaging and effective prospecting letters that are sure to get you an Atlanta real estate deal.
Tip 1: Handwrite the Letter
Research shows that handwritten notes engage more of the senses than digital notes. When reading a handwritten letter, people tend to feel more alert and active, which results in better retention of the information. These findings help us realize the importance of writing prospecting letters. If you want to improve the lead-generation ability of your cold calling process, consider sending prospecting letters to your potential clients.
Tip 2: Write a Catchy Subject Line
The most challenging part of writing a real estate prospecting letter is figuring out how to start it. To grab the reader’s attention, consider adding a catchy subject line that summarizes your intent of writing a letter in an interesting way. Here are 4 easy tips for writing a catchy subject line.
- Avoid using a salesy tone.
- Personalize the subject line by including the recipients first or last name.
- Keep it short and simple.
- Be specific.
Tip 3: Keep it Short and Simple
The average adult’s attention span is just 8 seconds. So, keep the letter short and add interesting information at the beginning. At Platinum Real Estate, we never exceed more than a page when writing a prospecting letter. Also, make sure to segment content into small paragraphs. Use short, simple sentences and bullet points so that your readers can extract the valuable information easily.
Tip 4: Offer Something of Value
Do not sell. Yes, do not sell your services in a prospecting letter, instead, sell the benefits. Focus on how your services can benefit the reader. Tell them how partnering with you adds value to their lives. Consider adding some concrete numbers. For example, tell them the average property price in Atlanta and describe a situation in which you sold a property above the average price.
Using these tips you can make your prospecting letters more engaging and increase your chances of getting a profitable Atlanta real estate deal.
For more information on online real estate prospecting, download my eBook “The Viral Noise – Social Media Marketing for Real Estate Agents”.
For more information on upcoming workshops, visit Luther Ragsdale.com or Platinum Real Estate.com.