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.”