Your Number One Marketing Objective as a Real Estate Agent

I recently received an interested marketing letter in the mail from a local real estate agent, who was apparently sending this brief letter to her farming area. If I was considering selling my house, this letter would have almost motivated me to call her. Why only “almost”? Here’s why: The letter focused exclusively on how fast one of her listings in the neighborhood went under contract and how many showings and offers there were on the house. In the real estate marketing letter, she did include a couple “calls to action”, but she didn’t say anything about why I should choose her as my real estate agent.

What she did succeed in doing is convincing me that if I wanted to sell my house, now is the time. Her letter convinced me that there is a strong demand for homes in my general neighborhood. I wasn’t familiar with the address she listed for the house she sold in 3 days, but I assume it was nearby. If she inserted a photo of the house in the letter, it would have given the message some added impact. An even better way to drive the point home would be to enclose the property flyer that was used to market the home, except, of course, stamp the word “SOLD” on the flyer.

To make a long story short… her real estate marketing letter was missing a crucial ingredient: She didn’t sell herself or provide alternative ways of contacting her; she only listed her cell phone number. The letter also failed to engage the recipient. It did arouse my curiosity about the local real estate market and that particular house, in particular, but it didn’t draw me in. How could she have capitalized on the curiosity factor? One way would be to say something to the effect of: “For more details on why this home sold so quickly and how I can help you find the right buyer for your home, visit my blog (or website or Facebook page.) That statement could have even be placed at the end of the real estate marketing letter, in the form of a “P.S.”

It also would have been a good idea to include her email address, since some people feel more comfortable sending an email inquiry rather than picking up the phone. By providing more methods for prospects to contact you OR to get more information, you’ll be, in effect, “casting a wider net.”

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2014 End-of-Year Real Estate Marketing Reminders

I know that there are still 2½ months until the end of the year, but– let’s face it — that time is going to fly by pretty quickly… it always does! Why is the end of the year significant for real estate agents and Realtors®? The primary reason is that it’s an opportunity to establish or reinforce relationships with current or prospective clients.

In addition to sending out holiday cards and 2015 calendars, here’s another thing to consider: The end of the year may be a time of re-evaluation and reflection for some people. With a new year just around the corner, some of your clients and real estate prospects are going to be asking themselves and their spouses life-changing questions, such as the following:

  1. “With more kids on the way, should we be looking for a bigger house?”
  2. “Now that our kids are almost ready for grade school, should we be considering moving to a better school district?”
  3. “Now that our kids are grown up and out on their own, do we still need such a huge, expensive house?”
  4. “Maybe, this year, we should look around for a new house with an in-law apartment, so we don’t have to send mom/dad to a nursing home.”
  5. “I wonder if there are any income properties or duplexes we could purchase to increase our cash flow and beef-up our retirement savings.”

That’s just a small sampling of the questions and issues people may be thinking about as we approach 2015. Staying in touch with prospects/clients and asking your own questions are key to bringing some of these “hidden” real estate sales opportunities to the surface. It’s just a matter of finding out what people’s aspirations, problems, and goals are, and then offering a solution tailored to their needs.

Getting your message out in front of the right people at the right time can take a lot of finesse, persistence, and creativity, but those qualities are among the fundamental requirements of being a successful real estate agent* or Realtor®.

Real Estate Marketing Tools, Templates & Strategies*:

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The Value of Real Estate Templates (and where to get them)

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Get Better Results From Your Real Estate Prospecting Letters

Here are seven tips for improving your direct mail response rate and the overall results you get from sending out real estate prospecting letters. Most of these ideas pertain to e-mail marketing letters, too. One of the main differences is that with e-mail marketing, you need to have an enticing subject line, rather than an envelope blurb, to get your prospects to read the message.

  1. Make your real estate prospecting letter visually inviting by breaking up the appearance of your message with paragraphs, bold headings, white space, and bulleted lists and selling points. Avoid excessive use of exclamation points (!!!), underlining, hard-to-read fonts, or large print (unless your primary audience is over 65). Also: A good rule of thumb is: “Don’t say something in 300 words if you can get the same message across in 250 words or less.” Although a couple introductory sentences are appropriate, you don’t want your prospects to start thinking “Get to the point, already! (Once that happens, you’ve lost them.)
  2. Consider starting your real estate prospecting letter with a question. Questions tend to engage your prospect and draw them in to the main body of the letter, but only if the question addresses their needs, concerns, or objectives. Another attention-getting way to start a real estate marketing letter is with a compelling statement. (Here’s an example of that technique in an earlier blog post I wrote.)
  3. Get more people to open the envelop by printing a “teaser” on the outside that will arouse their curiosity or appeal to their desire for something free. Here are a few potential ideas to consider from a previous post.
  4. Do not write a real estate prospecting letter until you determine what your unique selling proposition is. One of the cornerstones of an effective marketing message is a clear-cut USP. To stand out from the crowd of other real estate agents and Realtors® in your market, it’s necessary to offer advantages and compelling reasons to choose you as their listing or buyer’s agent.
  5. Always add a “P.S.” to your real estate prospecting letters. Why, you ask? Because it catches the attention of your prospects and it gives you another opportunity to include a “call for action”, a personalized invitation (“join me for a cup of coffee”, “attend my open house this Sunday”, “register for our free seminar for first-time home buyers, ” etc.)
  6. Enclose something that might be of interest to your prospects, such as an open house flyer, a real estate newsletter, an inexpensive calendar, an invitation, a money-saving opportunity, an informative fact-sheet for home buyers or sellers, a limited-time offer, or some other creative enclosure that your prospect will save, use, or refer to. (Here are a few ideas from a previous post.)
  7. If you find yourself staring at a blank computer screen while trying to compose a persuasive real estate prospecting letter, consider purchasing a set of inexpensive real estate marketing letter templates.

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*The products and services linked to in this blog are chosen on the basis of their relevancy and potential value to real estate agents and Realtors®. F.Y.I.: I am a compensated affiliate.

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The Secret to Successful Real Estate Marketing

If there was one secret to successful real estate marketing, it would be have the ability to think like a client– to put yourself in their shoes. When you think like a client, you tune in to what your prospects and clients want (and do not want).

When you keep the following real estate marketing tips in mind, you’ll not only develop a better rapport with your clients, but you’ll also do a better job of establishing credibility and lowering sales resistance. By learning to strike a balance between masterful salesmanship and empathy, you can realize more of your potential as a Realtor® or real estate agent. Some of these real estate marketing tips are common-sense real estate marketing ideas, while others may seem more counterintuitive.

  • Establish and maintain visibility in your community and within your real estate farming area. There are dozens of ways to accomplish this, many of which are free or inexpensive. High visibility can include everything from being active in the community to creating a strong Internet presence.
  • Continually increase your knowledge of real estate marketing techniques, the local real estate market, and the steps involved in a real estate closing. The more you know, the more confidence you’ll radiate and the more trust you’ll earn from your clients and prospects. It also pays to gain a working knowledge of/and a comfort level with social media marketing techniques. The operative phrase here is “a working knowledge.” Spending too much time with social media marketing can take away from vital activities like real estate marketing, client relationship management, and so on.
  • In your written communications to clients and prospects — whether it’s real estate marketing letter, an advertisement, or a hand-written note — focus on specific benefits and advantages clients will receive, rather than talking too much about you and your attributes. People do want to know that you’re qualified, knowledgeable, experienced, and personable, but they mostly want to hear about how you can solve their problems, make their lives easier, and help them accomplish their real estate goals, whether it involves selling a home or buying one.
  • To develop an effective integrated real estate marketing strategy, consider blending a variety of cost-effective techniques into your marketing plan, including real estate letters of introduction, real estate marketing flyers, email marketing, and postcard marketing.

If you have relevant comments, success stories, real estate marketing ideas, or lead generation tips you’d like to share, you’re welcome to post a comment.

Thanks for taking the time to visit my blog!


(“Follow” this blog to be notified by email of future blog posts focusing real estate marketing ideas, real estate marketing tools, and strategies for generating real estate leads.)

Questions or comments about this real estate marketing blog?
Feel free to drop me a line at


*The products and services linked to in this blog are chosen on the basis of their relevancy and potential value to real estate agents, Realtors®, and other real estate marketing professionals. F.Y.I.: I am a compensated affiliate of the real estate marketing course, e-book on sales persuasion, real estate flyer templates, real estate marketing letters, e-book on real estate postcard marketing, email marketing services, and real estate advertising programs mentioned in this blog. All informational products come with a money-back guarantee.

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How to Generate Leads With Real Estate Prospecting Letters

Learn Postcard Marketing Strategies to Generate More Real Estate Leads *

Knowing and accepting the fact that real estate prospecting is a “numbers game” can put you in the right state of mind for pursuing different methods of generating real estate leads. Whether you’re sending out real estate prospecting letters, doing a postcard marketing campaign, or sending announcements to your e-mail subscribers, you need to be getting your message in front of as many qualified prospects as possible (on a regular basis).

Real estate prospecting letters can be a valuable element of your overall marketing plan if you can accomplish the following objectives:

  • Reach a sufficient number of qualified prospects
  • Get them to open the envelope before it makes its way to the recycling bin
  • Catch their attention at the beginning of the real estate prospecting letter
  • Make a connection with prospects by asking them relevant questions in the letter or mentioning problems that you can help them solve.
  • Establish credibility as a real estate agent or Realtor®
  • Prompt your prospective clients to take some sort of action. Obviously the most desirable action for them to take would be to pick up the phone and call you, but there are a variety of other responses that could be mutually beneficial. In a real estate prospecting letter—or almost any other form of real estate marketing—it often pays to offer a variety of choices for contacting you or learning more about your real estate listings and services. While some people are comfortable making a phone call, others might prefer sending an e-mail, text message, or communicating via social media platforms. One possible incentive for contacting you might be to request a free 2015 wall calender (Now is the time to order them if you haven’t done so already), Encouraging people to check out your latest blog post could be another way to engage them and build your credibility. To encourage prospects to visit your blog, make sure the title of the post piques their interest and relates to a topic many people are interested in.

Those are a few ideas to consider for generating more leads through the use of real estate prospecting letters.

Feel free to “follow” this blog if you’d like to be notified the next time I post some more real estate marketing ideas or prospecting strategies.

I appreciate your interest!


BTW… Here are some marketing tools, ebooks, and websites I’m affiliated with that will provide you with useful marketing templates, real estate marketing tips, and/or examples of professional real estate marketing letters, real estate flyers, and real estate agent ads:

  1. Real Estate Flyer Templates
  2. Real Estate Prospecting Letter Templates
  3. Tips on Maximizing Your Real Estate Postcard Mailing Campaigns
  4. Hundreds of Real Estate Marketing Techniques and Advertising Examples

*All the above-mentioned products I’m affiliated with come with money-back guarantees to assure your complete satisfaction with them, and to eliminate any potential risk from  purchasing them.

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Creative Real Estate Marketing Ideas

Coming up with creative marketing ideas and putting them into action can be a catalyst for attracting more clients and differentiating yourself from other real estate professionals in your market. While not every creative real estate marketing idea is going to be a game changer, approaching marketing from a unique angle can give you a strong competitive edge in the marketplace.

Using the same marketing techniques as everyone else in town can still generate some real estate leads and increase your visibility and name recognition, but it may not get as much traction as using marketing strategies that are more unique, original, and creative.

Cultivating an awareness of what’s going on, in terms of local events, special occasions, and news is a good starting point for identifying opportunities for creative real estate marketing.

The news story in my community that gave me the idea for this blog post, this morning, was the fact that our local high school was designated as one of the top high schools in America by Newsweek Magazine. This type of national recognition presents a couple potential public relations and marketing opportunities for real estate agents in this area.

Obviously having one of the top high schools in the nation in your backyard is a great selling point when marketing real estate, but it can also be used as a tactic to draw positive attention to you as a local real estate agent. Here are a couple potential marketing ideas off the top of my head that you could use to tie in with positive community news, such as having your high school designated as one of the best in the country (for preparing students for college):

  • Write a letter to the editor of your local newspaper congratulating the high school on its accomplishments and expressing your pride at being part of a school district that fosters excellence (or something to that effect). Whether or not you decide to mention that you’re a local real estate agent in the letter is up to you, but, either way, you’re still getting your name in front of a lot of people in a positive way. Key ingredients to doing this strategy effectively would include genuine sincerity and a degree of subtlety. If it smacks of self promotion, then any potential public relations benefits that could accrue to you would probably be negated.
  • Write a blog post and/or article on your website about the recognition your school district has received and the overall desirability of raising a family in your city or community. From an SEO standpoint, you might even consider including frequently searched-for keywords in your title and the body of your article, such as “Best Places to Live in [fill in your state].” In addition to possibly getting some local exposure, you could also potentially reel in real estate prospects from other areas of the country looking to relocate to your city or region.

One of the secrets to coming up with creative real estate marketing ideas is to pay attention to local news–especially “soft news”– and publicly recognize or participate in positive things happening in your community. An even better idea would be to initiate, organize, and publicize a local fund drive, charitable event, or awareness-raising campaign for a worthy cause. That way, people in need get helped and your public image as a local real estate professional gets a boost. That’s a prime example of a “win-win” situation.

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Real Estate Marketing Ideas That Have Worked for Decades

REAL ESTATE FLYERS: Click here for easy-to-use, professional-looking flyer templates

Although dozens of new real estate marketing techniques have emerged in the past decade, effective real estate marketing still depends on the same principles that were true 50 years ago. A lot of it boils down to things like basic human psychology and interpersonal communication skills.

  • Prospective clients appreciate real estate agents who exude positive energy, are solution oriented, and “go the extra mile”. One characteristic of successful real estate agents is their ability to engage people in conversation and find out what their needs, interests, and problems are. They key, of course, is to do it in a natural, non-intrusive way. When you know what people need or want, you’re in a position to follow up with them– either by e-mail, phone, snail mail, or in person. By following up on a conversation with a relevant or helpful web address, article, coupon, or referral, you’ll immediately stand out as someone who’s helpful and actually follows through with what they say they’re going to do. Helping people in either small or large ways is an excellent way to make an indelible positive impression on them and stand out from the dozens of other real estate agents you’re competing with. The prerequisites for excelling in this skill is that you genuinely like people and are alert to opportunities to help them achieve their goals, solve problems, or get more out of life.
  • One of the most valuable talents a real estate agent can cultivate is the ability to establish rapport with clients and potential referral sources. When you can establish a personal connection with people, either by discovering things you both have in common or making them feel appreciated or important, than you’re miles ahead of other real estate agents in your market.
  • Since most people are busy, distracted, overwhelmed, and skeptical, effective real estate marketing has to accomplish several things. First of all, it has to catch your prospects’ attention –and there are dozens of ways to do that. Strategies for catching people’s attention range from being highly visible in different media… to sending out effective real estate postcards or letters of introduction. Devices such as catchy slogans, compelling headlines, offering helpful information, and speaking directly to your prospects’ needs and desires can make a difference in getting noticed. In real estate postcard marketing, one approach to consider might involve sending out picture postcards that are humorous, cute, breathtaking, moving, poignant, or make people do a “double take.” The key to getting noticed is to be distinctive in a positive way.

Well, that’s my “food for thought” on the topic of real estate marketing for today! I invite you to follow this blog or check back soon to see what other real estate marketing ideas have been percolating in my brain.



BTW… Check out a few informative real estate marketing articles I posted on my website, Marketing Survival Kit :

  1. Social Media Marketing Tactics for Real Estate Agents
  2. Tips on Writing Effective Real Estate Marketing Letters
  3. Seven Reasons Your Listing Is Still On the Market (and what to do about it)
  4. How to Attract More Real Estate Clients
  5. Post Card Marketing Strategies
  6. Ideas For Generating Real Estate Referrals

Other Real Estate Marketing Tools and Resources:

P.S.: Visit this site for a free real estate flyer sample.

Note: I am affiliated with some of the above referenced products.

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