Introducing yourself in person is pretty easy. You make eye contact, smile, and shake hands. You tell the other person your name, and he tells you, his name. Pretty easy, right? But what if you need to introduce yourself and you can’t see the other person? One way you can tackle this problem is by writing a marketing letter.
Whether you are new to real estate or just new to the area, you’ll want to send out some letters and let everyone know you are in the area and ready to sell. You can also use marketing letters to entice people who had listings expire to relist with you.
You can trick people into opening your letter and not just tossing it straight into the recycling bin by using a keyword. “Free”. As a late-night ad used to say, “Free is a very good price.” So let everyone know you have something free inside. It might be a fridge magnet, or a set of free energy-saving tips, or a pocket calendar.
Now that you have their attention, you need to give your reader an introduction to you. Tell her who you are, and why you are the home expert she should trust. Give some tips or useful information in your letter that will be of use to your reader. Perhaps this might be a fall-cleanup checklist or winter weatherization tips. If you are targeting an up-and-coming area, you might want to give a list of local merchants for people to get started frequenting.
If you get completely stuck and have the worst case of writer’s block, you can download free templates from the internet. They can be introduction letters, prospecting letters, expired listings letters, or new agent letters, just to name a few. These are useful to help you get started and trigger a thought trail. They’re also good if writing is not your strong suit, but you are great at the verbal deal. (Some of these sites offer templates to help you with your listings, too.)
Keep the letter simple. Overcomplicated or technical newsletters will just confuse your readers and make them toss it. That also means your name is not the one they will tuck in their dream home folder for when the time comes to buy.
It might seem obvious, but be sure you use a good spell-checking program and a grammar checker if you are not strong in either. It only damages your reputation if you have errors that can be easily fixed by these programs.
Last, close with a call to action. It could be asking the reader to visit your website for more information or to subscribe to your newsletter or podcast. It might be a link to your Facebook page on which you have a coupon to a local merchant. Or you may have some DIY tips on your YouTube channel. Whatever it is, you want it to be a good reason to follow up, something that will be worth your reader’s time. And time these days is more valuable than ever.