Thoughts on Real Estate Marketing…

Your real estate letters can do more harm than good if you send them to the wrong people!

People – all of us – want to be seen as individuals. And your prospects are people.

If they’ve taken the time to sign in at an open house or ask for a special report on your website, they’ve given you some insight into who they are. So if you send them a message that shows you didn’t pay attention, they’re more apt to be insulted than intrigued.

At the very least, you should be able to figure out if they’re interested in buying or selling.

A few months ago I signed up for messages on a website – as part of some research I was doing for a client. I immediately got ten (yep, ten) messages from this agent. That’s something for another post – but because I was doing research, I skimmed through all of those messages.

I found letters written to first time buyers, distressed sellers, expired listings, move-up buyers, seniors who were moving to a care facility, and more. This guy took out his shotgun and figured that one of those ten letters might strike a chord. It sure did – it made me think he was nuts.

The next day I got 4 or 5 more of these goofy messages – and that continued on every couple of days for about a month.

If you web capture form tells you nothing more than “buyer” or “seller,” then write your real estate letters to a general audience. Talk about subjects that would be of interest to any buyer or any seller.

But don’t risk insulting a well-to-do seller by talking about his need for a short sale specialist, or telling a seasoned investor things only a first time buyer needs to know.

When you’re ready to write to specific sellers… save yourself time and effort by choosing one of my pre-written real estate letter sets.

Instead of staring at a blank paper for the next hour, get a pre-written set. An hour from now you can have these
real estate letters personalized and ready to send to FSBO’s, Expired listings, short sale sellers, and many others.