Why do so many real estate agent introduction letters get tossed out or disregarding by prospective clients? Primarily, it’s a failure to connect with your prospect or identify with their pains, problems, or aspirations. If you put your ego in the driver’s seat when you sit down to write a letter of introduction, you will almost invariably end up on the wrong track.
Since the first thing you want to do in your real estate letter is to catch the attention of your prospect and arouse their interest, you probably do not want your opening line to be “Hello. I’m a new real estate agent in your neighborhood, and I’d like to take the opportunity to introduce myself and my services.” You gotta warm them up a little bit before jumping into the introduction part. Put yourself in the shoes of someone receiving the letter and try to imagine what their needs, expectations, and challenges are. There’s nothing drastically wrong with that introductory sentence, but it generally shouldn’t be the first thing your prospect reads when they open up your new agent introduction letter.
A better approach would be to begin your prospecting letter with a relevant question or compelling statement that would engage their interest and attention—especially a question that would cause elicit a “Yes!” response. Here are a few possible examples of that technique:
- “Have you been considering putting your house on the market, but aren’t sure if now is a good time?”
- “Thinking about selling your house, but don’t know where to turn for an effective real estate agent in town?”
- [Statement:] “Deciding to sell your house can be a difficult decision, especially if you don’t have an experienced real estate agent on your side to guide you through the process.”
Opening sentences like those can help draw your prospect into the introductory part of the letter because you’re starting out by addressing their thoughts, concerns, and goals. Instead of immediately talking about yourself, show that you identify with your prospects’ needs, wants, and point of view. That’s one of the first steps in establishing rapport, even if it’s in the form of a real estate introductory letter or email — as opposed to a telephone conversion or a face-to-face meeting.
For more examples and ideas about how to structure a well-written real estate intro letter or real estate prospecting letter, visit MyRealEstateLetters. The website features several free real estate marketing letter samples and also offers an entire letter-writing kit for real estate agents and Realtors® to purchase and download.
Note: These professional real estate marketing templates were developed by a well-established online company I’ve been affiliated with for the past ten years. The 300 real estate marketing templates included in the kit come with a no-risk, 90-day guarantee. If you don’t like them, you can get your money back–it’s that simple. Try them out and see for yourself what a time-saving and lead-generating real estate marketing tool it can be. These professionally written templates can quickly get you on the right track to generating more leads, inquiries, and referrals through the use of direct mail marketing and email marketing channels.
Helpful tip: It’s beneficial to personalize the real estate prospecting and introductory letters in the kit to fit your local target market and your own writing style. Also consider putting a “P.S.” at the end of the real estate letter to emphasize your availability, repeat your contact information, or invite your prospects to visit your website, blog, Facebook page, home-buyers’ seminar, upcoming open house, trade show exhibit, community event, local fundraising event, or other opportunity to meet them and discuss their real estate needs in person.
Feel free to contact me at my email address below if you have any comments, questions, or feedback about my writing services, the content of this blog, or the real estate marketing products and services it features.