It seems that I have written at least a couple of hundred letters on real estate in the last year. So, it may surprise you when I say “I hate writing letters.” Writing for me is a knot in my stomach, a tension in my fingers, a wrinkle on my forehead, a harrowing experience. I guess that’s why I avoid writing them as often as I do.
However, there is one good thing about the tortuous 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 pay clients, clients who buy, sell and rent real estate. Nothing has had as big an impact on my real estate business as a single, well-written letter.
I wish I could say my lyrics are magical, but they’re not. However, I have realized that somewhere along the way to becoming a good salesperson, I learned the formula for successful letter writing. Specifically, the letters are not about how good I am, but a reflection of how well I serve the needs of the readers.
Real Estate Letter to Sellers
For example, most sellers want to sell their homes as quickly as possible and for as much money as possible. So my letters to them tend to emphasize the things I do to effectively market their real estate; Network with agents known for always having buyers, detailing the unique ways I will market your home (eg, market to grad 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’m also selling them on the idea that I’ll be available to them 24/7 while secretly hoping they don’t call at 2:00 am But just between you and me it would be okay if they did.
Real Estate Letter to Buyers
On the other hand, letters to buyers emphasize finding them a good deal, no matter how long it takes. Of course, you want to sell buyers’ homes as quickly as possible, but you have to respect the fact that they will be spending hundreds of thousands of dollars, so a little patience is required.
The difference between rushing a buyer into a home after only 2-3 days of searching versus 2 weeks of searching before finding the perfect home is HUGE. In the first instance they will know that you are all about you and that your main goal is to make a sale. However, in the second example, they likely think you have their best interests at heart and therefore are good candidates for a lifelong relationship…and referrals.
Capture the interest of readers
In short, an effective real estate letter captures readers’ interest and compels them to action. Start with an opening line that grabs their attention and makes them stop and really think about what you’ve brought up. That is followed by a solution to your proposal expressed as a preview. To get all the details of your solution, it will be necessary for them to pick up the phone and give you a call.
But when all is said and done, I still hate writing letters, but I love what they do for my business.
