How Property Brokers Can Write ‘Profitable’ Prospecting Letters

I’ve written tons of of various prospecting letters over time, and what follows is predicated on 5 years’ expertise and what generated one of the best outcomes for brokers.

Let’s get straight into how we are able to go about writing prospecting/canvassing/touting letters that assist your company win directions out of your rivals ethically and persistently.

Half One

Sensible Fundamentals – The letter should look visually interesting. Embrace a photograph of you or considered one of your workforce, a quick testimonial for social proof functions and a few key stats down the right-hand aspect of the web page.

Boring Consistency – You want a plan in place (or software program instrument) to make sure your letters are despatched persistently and well timed. There’s no silver bullet to this.

Present Persona – Put ahead the individuals who make the company and keep away from jargon and overpromises such as you would a cave stuffed with bats in Wuhan.

Half Two

Ache and Progress – Acknowledge their ache (haven’t offered in eight weeks, value discount, again available on the market, and so on.) and put ahead a plan on how you’ll remedy that, i.e. higher advertising, confirmed observe file, vendor testimonials, stats, recent enthusiasm and experience.

Expertise – I disagree with those that say nobody is considering how lengthy your company has been established. Expertise issues, particularly when providing to resolve somebody’s largest headache. Consider my EAT equation – Expertise + Authority = Belief. How can your company present it has the expertise and authority that makes a home-owner belief you adequate to promote their dwelling or clear up their drawback?

Chilly Canvassing – Mass leaflet drops – I’m to know your concepts round this. Once more, no silver bullet, however a approach of getting extra trackable interplay from them is to hyperlink QR codes to a video about your company. The extra hyper-local you go, the higher. The very best response we ever obtained from a ‘mass mailer’ was one which focused bungalow house owners. It included the historical past of bungalows and recommendation on dwelling upkeep which was just about the identical as that despatched to homes – minus the necessity for a ladder. It generated three charges, ten valuations and greater than 50 new names on the agent’s database.

Half Three

To make your letters stand out from the ‘bland-as-a-beige-cardigan brigade’, at all times embody a line masking one factor that you simply try this your rivals don’t or can’t.

It might be the quantity you give to the group, the proportion of profitable gross sales you obtain, the years of expertise you’ve, the time taken from instruction to completion – all of us have an edge. That is about speaking yours.

Half 4

Again to Fundamentals

Beneath are six easy issues you are able to do to enhance your company’s prospecting letters.

Be Well mannered – Introduce your self within the first line – however don’t apologise for ‘disturbing them’. Bear in mind, you’re providing the remedy to their ache. A well mannered introduction means you’re not going straight in for the kill.

Be Concise – Act like a lenient courtroom choose. Maintain your sentences quick. 25 – 30-word sentences assist the reader perceive the messages you convey. It’s the best copy cadence (extra on that later within the month).

Be Clear – Bullet factors work nicely and assist make your key factors stand out.

Be Completely different – Previously, we’ve used references to David Bowie, included jigsaw items, mini magnifying glasses, and performed spot the distinction. Once more, intention to NOT sound like an property agent.

Be Thorough – A typo or spelling mistake is a sure-fire technique to increase doubts about your company within the reader’s thoughts. Bear in mind, they’re searching for causes to stay with their unique selection until you present you’ve demonstrated a possible resolution to their drawback.

Be Lifelike – Writing good prospecting letters is a ability – when you can’t do it in-house, discover somebody with expertise and a great observe file. Additionally, insist on space exclusivity.

Half 5

Right here’s how one can add slightly pop to the tip of your prospecting letters.

Take into consideration the calls to motion (CTA) you end your letters with.

Relatively than say, ‘for a no-obligation, free valuation, give us a name’, supply a assessment/audit as an alternative.

Listed below are a few examples we’ve used very efficiently (we’ve greater than eight tried, examined, and triumphant CTAs which we’ve used throughout our prospecting packs).

Gross sales CTA

I might love the chance to provide you a complimentary Property Advertising Audit and see what wants placing best for you to promote efficiently. (This name to motion presents the reader the possibility to have their property’s present advertising reviewed and a headache cured.)

Lettings CTA

We are able to give you a free Rental Property Evaluate the place we’ll undergo 4 basic issues that should be in place so that you can entice one of the best tenants and obtain a premium hire. (Arouses curiosity and positions your company as drawback solvers.)


To succeed at profitable these second company directions, your prospecting/canvassing/touting letters should be:

Constantly despatched

Fixing an issue

Visually interesting

Finish with a compelling supply

Expertly written

I used to be requested why I overtly share the strategies outlined above. The agent I used to be talking to urged I ought to be cautious of giving the sport away.

The reality is, understanding shouldn’t be doing. And even when individuals know these items, the largest piece of the prospecting puzzle is writing (doing) the precise content material.

That’s the place the actual advertising magic lives.

Thanks for studying and if you wish to be placed on the ready listing for details about our new bundle of prospecting letters being launched in February 2022, e-mail me at [email protected]

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