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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.

The real estate industry is a tough one, and the competition for clients can be fierce. But there are many ways to set yourself apart from competitors that don’t involve spending money on listings—and handwritten notes are a great way to do just that. Whether writing thank-you cards after an open house, after an initial meeting or a note after the house has been sold, adding a personal touch will help you stand out in a competitive market.

This article will look at five natural touchpoints that realtors can use to create a connection with clients, grow listings and cultivate referrals.

After attending an open house

After an open house, it’s important to follow up with potential buyers. While many agents are moving toward a digital approach (such as sending a text message), handwritten notes are still the most effective way to create a personal connection. You can mention what they saw at the open house, including features of the house the prospective buyer noted to you. Write down or memorize all key details that you discussed to include them in your note later.

When you’re preparing for an open house, don’t forget to keep the neighbours in the loop! Sending personalized postcards alerts them of a potential buyer coming into their neighbourhood while keeping you top-of-mind if they’re looking to sell at some point.

After an initial meeting

To be a successful real estate agent, you need to make sure that a potential client remembers you and why they met with you as they shop for a realtor. It is important to send a note within 24 hours of an initial meeting to say thank you. You may also want to share any useful advice or information that was discussed during your meeting. This will show them that you’re attentive and interested in their business. If possible, offer a connection they may not have thought about or another way for them to contact you if they have additional questions or would like more information.

If there’s been no response from the first note, follow up again in two weeks. Your note can include something new or interesting related to the neighbourhood, the local real estate market or something else that may interest them.

When a house is sold

The purchase of a home is an exciting and rewarding event in most people’s lives. It can be made even more memorable when the realtor offers congratulations on their new property, which shows you care about them as both clients and humans.

This stage is a great time to send a card or letter showing you value your relationship with them. You can even point out the new features of the home that you know they’re excited about. For example, if the house has a great kitchen or backyard, you can comment on those things and how they’ll enhance the everyday living of their new home. A personal touch in this situation will make them feel like you’re really happy for their success.

Clients are more likely to recommend your services if they feel confident that they are dealing with professionals who go above and beyond for everyone involved in the transaction process. By adding a personal touch to the sales process, you can make a memorable event even more special.

A check-in after the sale

Although a handwritten thank-you note can certainly be sent after an agreement to sell is made, you can also send one at closing when all of the paperwork is complete. This will help ensure that your buyers have positive memories of their experience with you and feel like their needs were met at every step in the process.

One of the biggest advantages of handwritten notes is that they are effective anytime after a home has been sold. Once your customer has completed the sale and is ready to move in, this is one of the most important times to reach out.

Of course, a handwritten note can make the gesture even more memorable, as a personal touch makes the recipient feel like you took the effort to write and send a note. We know a little something about that.

Thank them for a referral

The time and energy required to be a successful realtor can often make it difficult for one person to juggle everything. Unfortunately, the important process of finding new clients can take a back seat. So when someone refers a client your way, you will want to thank them with an appropriate gesture. A handwritten note is thoughtful and shows that you appreciate their recommendation enough to take the time out of your day to send a personalized message.

Real estate agents should send thank-you notes and cards as a highly personal way of saying “thank you” when people refer someone who becomes their client. A thank you is particularly important for a referral, as you are the one who benefits – not them. Sending thank-you notes can make a big difference in the long run, especially when you consider it’s just one more way to make an impression.

In a competitive service industry like real estate, following up after an open house or initial meeting with a handwritten note is important. It’s a great way to remind clients of the service you provided, even if that service just a coffee. Personalizing touchpoints throughout the sales process is a great way to make yourself memorable in your clients’ minds.

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