Real estate prospecting letters get the attention of prospective buyers and compel them to take action. The mark of an effective prospective letter is that it speaks to the target client as if you are directly speaking to him. A prospective client feels that the letter is only made for him. Thus, it is essential to categorize your prospecting letters. Since you will be persuading various clients, it is a bad idea to make a generic letter. There will be different types of letters for diverse people ranging from neighbors, friends, previous buyers, and current clients who are willing to purchase more real estate properties.
Commercial real estate prospecting letters can bring positive results if you follow these guidelines and simple formulas:
1. Stick with a single message: The prospecting letters in commercial real estate brokerage should consist of facts about the market, core message, and a call-to-action. You are persuading the person to contact you if the commercial real estate properties spark an interest in them. You are to prepare yourself for taking a lot of calls anytime and anywhere. The conversations you have with your prospective clients should be meaningful. Tackle property market issues if you can. Observe a degree of professionalism in every conversation you strike with your prospects. Know the people who call you. Assess their needs and try to know how they may need your services in ways and at a time convenient to them.
2. Do not start with an “I” or We”: The commercial real estate prospecting letter has to be about your customer. The letter needs to revolve around his or her issues, need, and interests. Don’t make it sound like you’re the one who’s needing something from them because they wouldn’t care what you want or what you need. Make your customers feel that you genuinely care about their needs. It’s about them, not about you.
3. Basic prospecting letter logic: The point here is that the prospecting letter preps up the basic work for the conversations with clients or calls you would get from them. This basic formula is effective. Use the direct mail process for it has been tried and tested that this method can get you connected with new people in the locale. It is even much important than just utilizing email marketing systems. Know the categories of people you would be reaching out to when using the letter method. Do some in-depth research to get to know the right prospects. Get their complete addresses and names. When you take your research seriously, you will get connected to higher value clients.
4. Keep it short and simple: It is highly important to be pithy. The key is to never write a very long letter for it tends to be boring. Your prospective clients have a lot of going on with their lives. They are busy people who have no time to read long, monotonous emails. So it is best to keep your emails brief, compelling, and engaging.
5. Be direct and specific: Every prospecting letter should be written for a specific target audience. Resist from making generic prospecting letters without any authentic aim or a specific concept. Giving a focus on a specific segment of the property market, you can examine thoroughly the message of the letter into present market opportunities and situations. You can mention about the trends and other related matters that will spark an interest with the readers of the letter.
6. Shy away from letter fillers: A very important rule is to avoid letter fillers. Refrain from enclosing brochures and other related marketing materials for there is a great likelihood that the email goes straight to the bin. The aim of the prospecting letter is to increase the chances of getting a phone call. Brochures and other marketing emails, which are large in size, will only cause confusion among the people in your email list and can blur your message. It is essential to keep business correspondence short and simple every time.
7. Include a postscript: Use a postscript for it is the most read part in a letter. Thus, you must write the most important message you want to send to your prospective clients in the postscript. It would be helpful if it is in there that you would mention when you would call them.
Real estate prospecting letters are quite helpful because they serve as a warm-up to the cold call. There is a greater success rate in meeting and speaking with those clients who have read the prospecting letter compared to those who haven’t.
Sending prospecting letter compels the real estate to follow-up with a call. The letters can definitely force the agent to call the prospective client since it was indicated in the letter that a call will be returned or received. It spurs accountability for it gives an opportunity to follow through with what is said in the letter.
Commercial real estate prospecting letters are not meant to be pushy. You can indicate in the letter how you can help and state anything that might compel them to trust you but never give your readers even a single hint that you are being pushy. Prospecting letters should be composed briefly and concisely.
It is crucial to keep a prospecting letter short and simple. The rule of thumb is to write a one-page letter. Anything longer than one page is too much. Readers only tend to lose attention. Keep in mind to keep your sentences simple, short, and straightforward. Don’t begin with a vague narrative. A lengthy letter never impresses busy people, so be straight to the point.
Prospecting letters compel you to be systematic and intentional. This is an absolute boon when drafting a commercial real estate prospecting letter. Sending out a prospecting letter means that you are planning ahead. When you want to get ahead from the rest of the brokerage community, a prospecting letter is a surefire way of getting attention from clients.