May 2021 -

One of the most challenging parts of being a realtor – what separates the greats from those who are scraping by – is the ability to attract listings.

If it seems like the top agents are the ones always getting the new listings, that’s because they probably are. Leads turn into clients, who in turn blossom into referrals. Every “For Sale” sign that turns into a “Sold” sign the best possible advertisement for your brand, seen by thousands of people travelling through the neighbourhood. It’s easy to see why every listing is worth so much more than the commission on a single house.

That’s why leading realtors send handwritten letters in neighbourhoods where they want to have a presence. They know that handwritten letters get opened, get read, and get attention.

Here are a few things to keep in mind when sending direct mail to attract new listings.

Pick a Neighbourhood

There is a very common – and very incorrect – notion that casting the widest possible net will catch the most fish. That’s not true if your net needs an upgrade.

Avoid the temptation to drop tens of thousands of cheap flyers to diverse neighbourhoods across cities. Try a smaller, higher quality net.

Choosing one neighbourhood at a time allows you to build a brand within a defined area. For one thing, neighbours talk. Not to mention that people walking the neighbourhood passing by five different signs of yours is much better than having five signs in different far-flung corners of the city.

Send Letters in Waves

Once you pick your neighbourhood, sending multiple letters is a great way to make sure that recipients remember your name.

When they think, “I need a realtor,” they should immediately think about you and the multiple letters you sent them.

Send a series of letters, 4 – 6 weeks apart, and each letter should build upon the last.

Start with a Personal Touch

Your initial letter should include why you’re reaching out to them specifically. Tell your recipients that you’re interested in houses in this neighbourhood just like theirs.

Using data from your CRM, you can effortlessly include details, including the name of their street or how much houses in their neighbourhood recently sold for.

Explain Your Value Upfront

Any introductory piece of direct mail – but especially one where you’re trying to earn someone’s trust to sell their biggest asset – should always include one thing: what’s in it for them?

Explain why they should trust you. What makes you unique? This is the opportunity for your quick and snappy elevator pitch.

Keep your Follow-Up Simple

There’s no need to re-introduce yourself at length in your second letter. Simply call back to your first letter:

“Dear Mr & Mrs. Smith
I’m writing to follow up on the letter that I sent you last month about your house on Avenue Road”

And then re-state or elaborate your value:

“I take marketing for my clients very seriously. That’s why my sale price is always above asking”

Bring it Home with a Call to Action

All of your letters should end the same way: with a call to action. Tell your clients what their next step should be.

Should they call you for a free home valuation? Should they email you to let you know what night they’re free for dinner at a local steakhouse to discuss their home sale? Let them know how to reach you, either in the text of your letter or on the letterhead under your signature.

Listings are about more than just earning your commission; listings are the building blocks of your brand, and therefore of your business.

Sending a series of three letters to hundreds or thousands of homes within a neighbourhood may seem like a considerable effort, but great realtors understand that there is no such thing as overkill when it comes to getting new listings.

All you need to do is get started.

In an age where we have lost the art of human interaction and replaced it with a keyboard, few things are as important as sending a handwritten note or letter.

Technology has made sending a “thank-you” easy as pie: all it takes is one click or swipe on our phone screens to send that message…but what does this say about human interaction?

In today’s fast-paced world where technology provides us with everything we need at just the push of a button, have humans become dehumanized by electronic devices?

The lackadaisical act of tapping out something short for someone leaves little room for creativity.

We’ve all received a post-purchase email or marketing message from some company you bought from or interacted with, and the message has been sent to dozens before you. Nothing is surprising or exciting about it at all – not even a notable typo!

This electronic correspondence may be easy and automatic but makes almost no impact on customers’ lives – which is exactly why everyone does it without thinking twice about it.

There was a time when handwritten thank you notes were the norm. Nowadays, it is much easier just to press “send” and be done with it.

I may be old school, but I prefer to send handwritten thank you cards than send an email. A potential client has spent 30-plus minutes of their valuable time with you, or they dropped their hard-earned money on your product. You should be thanking them appropriately.

And it’s not just because I’m biased. The numbers back me up.

Independent research shows that 87% of people trust traditional mail and consider it more believable than a computer-generated letter.

At the same time, online and email marketing scams have become increasingly prevalent during the past few years, so people are less like to open emails, let alone believe what they are saying.
Speaking of deliverability, the clever bots of email providers are getting more and more sophisticated in their spam filtering methods, making it difficult for your digital marketing collateral to reach its target.

Another reason is that few even bother to send a note at all. This is an excellent way to make your company stand out. People will open your letter, and it makes you more memorable in people’s minds.

Again, don’t take my word for it: 90% of mail is opened and read according to research conducted by the Data & Marketing Association. 70% percent of people who received a piece of mail from businesses gave the recipients better impressions about those companies compared with other forms of communication like email which only had 45%.

Handwritten, delivered mail is a wonderfully tangible experience. This is why people love to receive handwritten mail – it reminds recipients of their real-world relationships and gives them something real to hold on to.

Beyond that, when we talk to our clients – across every industry – the story is the same: people who use handwritten notes are almost always at the top of their industry. They have more clients and have deeper bonds with their customers compared to competitors who do not send letters.

Finally, I’m going to climb on my soapbox for a minute. It is always worthwhile if you can do anything to make the business world more friendly and pleasant. And I think we could all use a more human touch these days.

So if you’re looking for a way to get more out of your business, consider using handwritten notes. It’s an easy and affordable strategy that will help grow sales with less effort on your part.
And the next time someone says “handwritten is dead,” their business is probably on life support.

Month: May 2021

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