The 11 Best Real Estate Prospecting Letter Templates

7 views 3:36 pm 0 Comments April 25, 2024

In a world where digital marketing dominates, real estate prospecting letters offer a unique opportunity to stand out from the competition. In this article, I’ll provide actionable tips for writing effective real estate letters. I’ll also cover the essential elements of a compelling letter, share some of our best templates from The Close Pro, and discuss whether these letters still work in today’s market. By the end, you’ll have a solid understanding of real estate prospecting letters and how to use them to generate leads and grow your business.

Before diving in, download our PDF of 24 letter templates, including the 11 I share in this article, and get ready to boost your lead gen.

Download Our Best Real Estate Prospecting Letters

1. Expired Listing Prospecting Letter

Expired listings can be an excellent source of leads, as these homeowners already want to sell. Most often, the main reason a home doesn’t sell is pricing. The owners might not have listened to their listing agent when they recommended a lower price, or—even better for you—maybe their listing agent wasn’t confident enough to price it correctly in the first place.

The trick to writing real estate letters to potential sellers that persuade these owners to relist their homes is simple. Empathize with their problem and offer a fresh solution to fix it. In this letter, the perspective is shifted away from blame and focuses on a simple, tech-savvy solution:


2. FSBO Letter

Inevitably, you’ll meet homeowners who say they want to sell on their own. Savvy agents like you understand that these sellers simply want to save money. They don’t truly fathom how much work goes into marketing a home. Your approach to FSBO owners must demonstrate the value you bring to a real estate transaction. Offering free, actionable, hard-won advice on marketing their homes is an excellent way to persuade an FSBO that you are there to help, not sell. And it’s a great way to get a foot in the door and build trust. Here’s a good example:


3. FRBO Market Research Letter

Not all sellers are created equal. You’ll eventually encounter rental property owners using real estate as an investment. They look at their property differently than someone who lives in their home; they want to maximize the money they can make from their real estate investment. When you talk with one of these investors, you’ll want to get straight to the point and speak their language. That means telling them immediately that you can get them a better return on their investment than they are now.


4. Absentee Owner Letter

The struggle for property owners who don’t live in the area is real. It’s not uncommon for a homeowner to move before they can sell or inherit a property in another area they don’t live in. These unexpected landlords practically have to hire someone to manage their rental on their behalf. But you can offer a solution to their long-distance rental woes.


5. New Agent Announcement Letter

Announcing your new career as a real estate agent to friends and family on Facebook is a great way to build your sphere of influence. The problem is that your post is too easy to ignore. On the other hand, a heartfelt real estate farming letter isn’t. Most people in your sphere will be impressed that you actually took the time and effort to send a letter. That alone makes it worth it.

Real estate coach Sean Moudry’s sphere letter below is an excellent example of a real estate farming letter. Hit your strengths as a new agent, and remind them they have you as an insider in the real estate industry.


6. Referral Request

Referrals are a real estate agent’s honeypot and typically provide the largest pool of prospects they can tap into. When you reach out to your sphere of influence, you connect with people who already know, like and trust you, so you don’t have to spend time convincing them how awesome you are. Reach out directly and ask them if they know anyone who might need your services. It’s also a great way to remind them you’re their friendly neighborhood real estate pro.


7. Local Business Prospecting Letter

Entrepreneurs and businesses can become great allies in your community. Show entrepreneurs that you’re a valuable asset by aligning your services with their business objectives. Engage with genuine curiosity about their businesses and a willingness to provide meaningful support. Focus on building long-term symbiotic relationships rather than seeking transactional opportunities.


8. Divorce Prospecting Letter

Since transactions after a divorce are often stressful, they may not be the best choice for newer agents. The sellers in divorce transactions will register high on the emotional scale and will take a lot of patience and grace to complete. The truth is they need someone to get them through the process, but the key players in this situation will require a delicate, empathetic, diplomatic approach. If you’re an experienced agent ready for the challenge, here is a letter you can use to get divorce leads.


9. Probate Prospecting Letter

Like divorce transactions, probate listings come with so much stress and red tape that we generally don’t recommend them for new agents. While it’s true that probate listings tend to sell quickly, dealing with grieving families and lawyers takes patience and a few years of experience. If you’ve done your homework and feel ready to take on the challenge, here is a letter offering empathy and showing off your agent skills.


10. Preforeclosure Prospecting Letter

Preforeclosure letters are not easy to write. But in a challenging situation, your letter and services just might help someone out of a tricky financial crisis when they most need it. The key to converting these leads is empathizing with their situation and remaining optimistic and realistic. Here is a sample letter you can use:


11. Open House Follow-up Prospecting Letter

Obviously, you want to circle prospect before an open house. But if you want to make a more personal connection with your open house guests, a quick letter—or better yet, a handwritten card—will have an excellent return on investment. Just remember to keep it light, short, and friendly. Here is an example of a real estate letter you can use for inspiration:

7 Tips to Write Real Estate Prospecting Letters

As you can tell from the wide variety of prospecting letter samples above, there are as many ways to write a prospecting letter as there are agents in your area. Drawing from my years of experience in copywriting, I spent years warming up leads and reaching out to prospects with real estate letters. To help you craft your unique prospecting letter templates, I’ve compiled this list of best practices designed to improve your response rate.

Copywriting is all about being persuasive and encouraging your readers to take action. The right words can make the difference between a letter that generates leads and one that ends up in the trash. Keep these key points in mind when crafting your prospecting letters:

Tip 1. Make it personal

Personalize your letter. Use the recipient’s name and adopt a friendly tone. Make your greeting feel warm, like you’re writing a letter to a friend.

Example: Hi, John!

Tip 2. Grab attention

Try using an attention-grabbing lede in your opening paragraph. The goal is to draw your readers in quickly before they toss your letter out with the recycling. When you use a strong hook to get your reader’s attention early in your writing, you’re more likely to draw them into your story and keep them interested.

Example: Are you leaving $80,000 on the table? 

Example: Imagine waking up in the home of your dreams every morning.

Tip 3. Make a connection

Once your reader is hooked and interested in what you have to say, it’s time to make a meaningful connection. You do that by pointing out a challenge your reader is most likely facing and empathizing with their situation. Let them know you understand where they are and how they feel.

Example: I understand how challenging the current market is and how it must be weighing on your decision.

Tip 4. Give your unique value proposition

Now that you’ve made a meaningful connection with your prospect, it’s time to set yourself apart from your competitors. Share what you do that makes you a better choice than any other agent. What do you provide to your clients that other agents don’t?

Example: When you work with me, you’ll get an empathetic ear, a caring touch, my years of probate expertise, and the professionalism to see your transaction through smoothly.

Tip 5. Provide the solution

You’ve introduced yourself, made a meaningful connection, showed empathy for their current situation, and shared what sets you apart from the competition. Now, it’s time to present the solution to the prospect’s problem. In case you’re wondering what the solution is, it’s hiring you.

Example: Let me simplify your home sale, ensuring you get the highest price for your home in the least amount of time.

Tip 6. Include a call to action

Now that you’ve convinced them that you are the solution to their real estate needs, tell them what you want them to do next. This doesn’t have to be sleazy or pushy. Make it simple. Just give them some direction on how to get in touch with you so they can hire you.

Example: Send me a text or call me at the number below to get things started.

7. Finish like a champ

Be sure to thank them for reading your letter and considering you for their real estate needs. It’s courteous, and you want to end on a positive note. Also, don’t forget to include all of your contact information under your signature. You might want to include your website (especially if they can find testimonials there) if they want to learn more about you.

Example: Thank you for taking the time to read this and for allowing me to present my value. I hope you’ll consider working with me to get your home sold.

FAQs




Over to You

Have a unique real estate prospecting letter that converts well for you? Let us know about it in the comment section.

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