Real estate prospecting letters are designed for agents to reach leads, potential clients, and past clients via direct mail. In fact, up to 91% of all direct mail is opened and read, so your prospecting letters are likely to grab the attention of potential clients and more effectively generate leads for your business than online materials.
To help you make a positive impression and grow your business, we’ve created real estate prospecting letter templates for nine purposes. Download the templates below and then read along for tips on how to use them.
1. The Introduction Letter
Intended audience: Your local community
A real estate introduction letter helps new and experienced agents generate more real estate leads within their niche location. Use this real estate prospecting letter template to introduce yourself to a particular neighborhood or community group, using as much relevant expertise or information as possible.
This real estate marketing letter is particularly appealing to potential clients who don’t already have a go-to agent for their questions. By establishing your expertise and availability, you may take that place for clients who need a professional’s opinion. It’s possible that this letter may help you find leads who are ready to start a transaction, but even more likely that it will help you begin a long-term relationship with potential buyers and sellers.
Find out what type of clients are in your farm area by using a data source like Claritas. With a single report from Claritas, get extensive market data for up to three areas, including demographics, behavior, and financial activity. If you aren’t confident in your knowledge of your audience, a marketing report is an essential long-term investment.
2. Low Inventory Letter
Intended audience: Prospective sellers
As a knowledgeable real estate agent, use the state of the market to create real estate letters to get listings and more real estate clients. For example, when there’s a shortage of homes and an influx of buyers, you are presented with a natural opportunity to attract listing clients. Delivering real estate letters to potential sellers opportunistically is a great way to boost your authority and generate leads.
Although sending letters is considered an “old-school” marketing strategy, you can combine old and new methods to get the best results with the minimum amount of time and energy. With real estate direct mail services, you can have your letters automatically printed and delivered to your audience. This can save you hours of envelope stuffing and adding stamps so you can focus on serving your clients.
One of the best tools for creating and delivering real estate letters is ProspectsPLUS!, which is created specifically for real estate professionals. It provides thousands of unique real estate marketing letters, postcards, flyers, and mailer templates. If direct mail is a marketing strategy you want to invest in, the solutions from ProspectsPLUS! are set up to maximize your impact.
3. Interest Rates Letter
Intended audience: Prospective buyers
Over the last few years, mortgage interest rates have been a major topic of conversation. They reached all-time lows, then sharply increased with inflation. Use this information to generate leads with real estate mailers. The truth is that many potential buyers aren’t aware of how the state of the real estate market affects them, so you have an opportunity to help them connect the dots.
Although you can—and should—share this information with your audience through email and social media, it may receive more attention as a real estate mailer. With every real estate agent letter to potential clients, make sure to keep it focused on the recipient and how they can benefit from the current interest rates.
Before sending a real estate prospecting letter with any kind of data, make sure you’ve gathered information from a reputable source. For instance, Zillow is the top real estate platform in the world, so leverage the platform’s reputation and popularity to establish your own authority. Start by looking at Zillow’s resources for agents, like their Agent Toolkit and refinancing page. Plug in your ZIP code and immediately view up-to-date interest rates, current charts, and refinancing data.
4. Renter Letter
Intended audience: Renters who may be interested in buying
Many renters are not aware they are financially ready to buy a home. It is the responsibility of real estate agents to use this as an opportunity to create marketing materials that inform and educate renters while building their businesses. For this reason, marketing to renters could be a profitable real estate niche and could help you become an expert in both renters and first-time buyers.
5. Co-marketing Prospect Letter
Intended audience: Potential local business partners
As a real estate agent, you quickly realize that relationships within your community are crucial to your success. Local connections present you with an incredible network for referral opportunities, and real estate lead generation statistics show that you need them to build a consistent, sustainable business.
One of the first real estate prospecting tips you should learn is to partner with other professionals and business owners to refer clients in the right direction. Start by searching for local lenders, inspectors, insurance agents, financial advisers, and attorneys. Use this sample letter asking for real estate referrals to get started.
6. Referral Request Letter
Intended audience: Your top-referring friends, family, and past clients
A study from the National Association of Realtors (NAR) showed that 63% of homesellers found their agent through a referral, making it the most dependable source of new leads for a majority of agents. Your past clients already know your business ethics and how you guided them through their transactions, so they are often happy to recommend you to others.
In fact, 85% of sellers said that they would be happy to recommend their agent to others. However, they may not always remember to actively recommend you or connect you with others. Therefore, it’s your responsibility to implement a referral lead generation system to prompt your sphere of influence to send you these leads. Use this real estate prospecting letter sample to remind previous clients how they can help you.
A fun way to make your real estate letters memorable and effective is by delivering them with a pop-by gift. This will stand out from the other mail your clients receive, and make them feel like they’re valued. You can even perfect and automate the art of gift-giving with EvaBot. It’s an artificial intelligence (AI) gifting assistant that connects to your client relationship manager (CRM) and schedules gifts specifically chosen for each client. It even sends you reminders to send gifts or messages to clients.
7. Expired Listing Letter
Intended audience: Homeowners with an expired listing
Expired listings happen when a home on the real estate market fails to sell within a specific period of time. For real estate agents, it can be an opportunity to showcase their ability to sell a home. For homeowners, however, it can be an extremely frustrating and scary experience.
If you decide to market to expired listings, make sure you approach the situation with empathy and sensitivity. Read how to write the best expired listings letter to ensure your letter has a positive impact.
8. Preforeclosure Letter
Intended audience: Homeowners in preforeclosure
Just like expired listings, homeowners facing foreclosure are never in this situation by choice. While you shouldn’t assume you know their situation, it is safe to say that they will be extremely fearful and stressed out. If you are confident that you can help these homeowners and offer a solution to their problems, reach out with a letter that focuses on the potential positive outcomes.
Here’s an example preforeclosure prospecting letter from the National Association of Realtors:
9. For Sale By Owner (FSBO) Prospecting Letter
Intended audience: Homeowners selling their home without an agent
Homeowners who are selling their home without the help of a realtor are not doing so by accident. Although many agents wrongly think negatively of FSBOs, they are often ambitious homeowners who simply want the best for themselves and their families.
When you put together a real estate letter to potential sellers, make sure you approach them with respect. It’s important to explain to them that you also want what’s best for them and that you can actually help them get more money for their home. Your best chance of converting FSBO properties is by presenting a clear solution to their objections.
In order to see consistent results from marketing to FSBOs, you need to approach them correctly and at the right time. Your approach will improve over time, and you can perfect your timing with the right FSBO lead sources. For example, REDX helps you get accurate contact data for FSBO sellers before any other platform. Armed with accurate data and strategic scripts, and marketing materials, marketing to FSBO sellers can be extremely profitable.
Tips for Successful Real Estate Prospecting Letters
The first impressions of websites and marketing materials are formed quickly. That being said, it’s extremely important to put time and effort into the appearance of your letters—as well as the content.
Here are some tips for attention-grabbing real estate prospecting letters:
- Address envelopes by hand: Handwritten envelopes get more attention because they are more personal. It piques curiosity because handwritten envelopes are often sent by loved ones.
- Use a postage stamp: Instead of relying on a postage-paid envelope, use a unique stamp. This is another way to personalize your envelope and show that it isn’t junk mail. You can also consider using colored envelopes or even adding stickers.
- Define the topic with a headline: Readers only have so much time and patience to read through letters. Get straight to the point and consider using a headline to grab attention and clearly communicate what you are offering.
- Check for spelling or grammatical errors: One small mistake can make you appear unprofessional. Ensure you proofread your letter multiple times and have others confirm it’s free of mistakes before going in the mail.
- Keep it short and sweet: The longer the letter, the more likely it is to end up in the trash bin. Get to the point of your letter quickly to respect the reader’s time and get the maximum results.
- Use custom letterhead: Add professionalism and familiarize leads with your branding by using a custom letterhead and envelope. You can easily design your own logo and letterhead on Canva.
The days of printing out boring, black-and-white documents are over. With Canva, you can easily add design elements to make your letters look unique, professional, and visually appealing. If you struggle with design, you can use one of the thousands of professional templates Canva provides for documents, presentations, and letters, or simply add subtle elements and colors.
Resources to Distribute Your Prospecting Letters
Designing professional prospecting letters is only half the battle. In order to get the maximum results out of your real estate letters, you also need to distribute them correctly and efficiently. You may think that the only budget-friendly solution is to manually stuff envelopes and add stamps, but there are plenty of resources available.
Here are a few of the top real estate direct mail services:
Agents and brokers wanting real estate-specific print templates, mailing lists, and delivery options
Real estate professionals wanting a unique style of print marketing materials combined with online marketing
Agents wanting the widest range of products to customize for unique marketing
35 cents to 67 cents per flyer
20 cents per letter
22 cents to 81 cents per letterhead
Even though many real estate marketing strategies are digital or online, direct mail should still have an essential place in your lead generation and nurturing systems. Although digital real estate marketing is valuable and effective, personalized prospecting letters can reach contacts more effectively and generate new business. With the templates and tips above, you can generate new clients by writing strategic prospecting letters.