Lead Generation Advertising Basics!

Two step lead generation is a proven way to generate new clients for any business.

The main difference between a lead generation advertisement and a regular ad is that a lead generation ad is not designed to sell anything (and it can easily be modified for online advertising). It is aimed specifically at prospects. Good prospects. Its sole purpose is to generate leads. It works like this.

Here’s how it works:

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Prospecting Letters For Property Managers!

Below are two prospecting letters for property managers. These are samples you can model for your business. These letters were designed to be mailed to a list of owners of unoccupied homes, second home owners, or any property owner who is renting their property or wants to rent their property. You can get such lists from a mailing list company or a title company.

Another list you should consider using are expired listings. These are widely available, or you can get them for free if you are a licensed Real Estate agent through the MLS.

Sample Prospecting Letters For Property Managers!

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Catering Services Introduction Letter Sample!

An introduction letter for catering services can be a great tool to attract new business.

An introduction letter is a sales or marketing letter which is designed to get your targeted prospects to hire you for their next event.

The goal of your catering marketing letter should be to:

  1. Grab the attention of your prospective client.
  2. Get them to read the letter.
  3. Respond: call or email you for an appointment or to place an order.

There are many ways of grabbing the attention of your prospects and getting them to respond. But your priority should be to get your prospect to open the envelope first. If you do not accomplish this then your letter will end up in the trash before it’s even opened. So be sure that your envelope or package does not look like bulk mail or junk mail.

After you get your prospect to open your letter you have to get and keep their attention.

Many marketers say you need a headline or a ‘grabber’ on the top of the letter to get their attention. Sometimes a headline works better, other times it does not. Sometimes you don’t need one at all. Frankly, you have to test it to be sure.

But what works very well, and studies have shown this to be a fact, is that ‘lumpy’ envelopes (using promotional items) work very well.

For example you can put something in the envelope or attach it to the letter to make the envelope look and feel ‘lumpy’.

Catering Business Marketing Letter Example!

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How To Generate Referrals From Existing Clients!

I’ve written several articles and letters on referral lead generation in several different industries. You may want to search this site to find them. But this method is another creative way to get your clients to provide referrals without personally ask for them. We all know how uncomfortable that can be.

This letter is more for the retail marketing sector but you can still model some of the ideas in this letter for any industry.

Also, the letter below is unformatted. Your letter should have a headline, big and bold. I also recommend that you place a picture of yourself with a caption underneath. Put your headline to the right side of your picture, like this:

Sample Retail Referral Marketing Letter.

Continue reading How To Generate Referrals From Existing Clients!

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Neighborhood Real Estate Marketing Letters!

The following sample neighborhood real estate marketing letters are a bit different than what you might expect. It’s an introduction letter sequence combined with a lead generation component.

In the examples below I am using a ‘lead generation magnet’. A lead generation magnet is usually an information product like a book, report, or guide which has a high perceived value. It also helps establish you as an expert in your industry.

Side Bar: you should have several ‘magnets’ available to use in different niches, but that is a separate conversation.

In the neighborhood real estate marketing letter examples below we are contacting our make-believe neighborhood (farm) with a simple introduction and a special offer.

[Be sure to read the additional tips below the letters].

Sample Real Estate Introduction Marketing Letter To Get Listings #1:

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New Restaurant Introduction Letter!

Do you need a new restaurant introduction letter? If so you may want to read this short guide and letter example below.

Many years ago I read a fantastic book on marketing called Mind Your Own business by a grocery store owner and marketing guru, Murray Raphel. In this book were several different real life and effective marketing strategies that were used by different businesses. I don’t remember any of them except one.

The one I remember was a was a simple but powerful introduction letter that a new Deli owner sent to small businesses in the area. I remember this letter because it had a great headline and an even better offer.

The new restaurant introduction letter headline went something like this:

Continue reading New Restaurant Introduction Letter!

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How to Generate New Business With Thank you Notes, Letters, and Cards!

Having and maintaining good customer relationship is important for the growth of any business. To maintain a good relationship with customers, it’s essential to treat your customers better than your competition.

Thank you notes, letters and cards are a great way to get new and old customers coming back for your services. Below are a few ideas on how to use thank you notes, letters and cards to ensure you’ve got a steady flow of customers to your new business.

Thank You Letters

Letters are a good business tactic to keep in touch with clients while generating a new business. Letters can be used in every business imaginable from real estate and insurance to flower shops and bakeries and everything in between. Continue reading How to Generate New Business With Thank you Notes, Letters, and Cards!

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Referral Card Gets More Referrals!

I wanted insurance referrals, desperately. And I didn’t know what to do about it. I hated prospecting the old way. You know, cold calling and asking friends and family to buy my insurance products.

So what did I do? I studied direct marketing and unique prospecting tips from top producers. That helped me make a big breakthrough. Insurance referrals where not so difficult anymore. And I was actually having fun. Here is one of my favorites.

About 20 years ago, I read Endless Referrals. I’ve forgotten everything except one great idea, which I’ve tweaked and successfully refined (I need to read that book again).

It’s been a while since I’ve used this networking technique personally, but it works really well for regular networking and casual events.

My favorite part is the use of a postcard follow-up. Here’s how it basically goes…

Step 1: Be The Center Of Influence Instantly.

Continue reading Referral Card Gets More Referrals!

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Real Estate Prospecting Letters To Seniors!

One of the fastest growing segments of the population is the senior demographic. After World War II ended there was a large increase in babies being born (between 1946 – 1964).  If you were born between these years congratulations, you are a Baby Boomer.

Baby Boomers also have a high home ownership rate. I came to thinking that perhaps this could be a good market to specialize in, especially if the area you live in has a large number of Baby Boomers.

In my opinion there are two ways to generate leads in this market using sales letters and/or postcards (at the beginning).

Here are a few options to consider: Continue reading Real Estate Prospecting Letters To Seniors!

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Realtor Marketing Letter System!

Although a realtor marketing letter system can be costly the returns can be well worth the investment.

Heck, one new client can pay for one marketing system several times over so perhaps you should test direct mail yourself.

There are no guarantees a direct mail sales letter will work. But if you have the money and patience you can generate a consistent flow of new clients every year. However, you can’t just send one letter and expect the phone to ring.

Is There A Secret To Direct Mail Real Estate Lead Generation?

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