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:
Dear [Name],
Hello there! It’s your neighbor [insert name]…
I am writing to you because I wanted to see if you would like a copy of my book (report/guide) called, ’10 Devastating Mistakes Home Sellers Make and How To Avoid Them’.
As you can probably deduce from the title of my book, I am a realtor. My (book/report/guide) is free and there is absolutely no obligation of any kind. I simply want you to have it because I know you’ll find it helpful and if you decide to sell your home in the future hopefully you’ll consider my services.
If you would like me to mail you a copy please call my 24hour voice at 555-555-5555 and leave your name and address and I’ll send it to you first class mail right away. Or, if you prefer I can drop it off. I’m always out and about so it’s not a problem. Just let me know in your message, ok?
By they way, if you know someone who can benefit from the information in my book please pass it on to them or let me know in your message and I’ll send them a copy as well.
Thank you for your time and I look forward to seeing you in the near future 🙂
Sincerely,
Name
Address etc.
PS: I also write a monthly (free) newsletter called ‘Name Of City Real Estate’ which I think you’ll find helpful, fun, and interesting. I will send a sample along with the book.
Real Estate Listing Letter #2:
Dear Name,
Hello! It’s your neighbor [insert name] again. I was just following up on the letter I sent you a couple of weeks ago.
In case you forgot, I wrote to you in regards to sending you my book, ’10 Devastating Mistakes Home Sellers Make and How To Avoid Them’. I didn’t hear from you so I thought I would try one more time.
I would love to send you a copy free of charge, and with no obligation or strings attached. I simply want you to have a copy because I think you’ll find the information helpful. And if you do decide to sell your home perhaps this book will remind you to think of me.
You can call my 24hour voicemail at 555-555-5555 and leave your information and I’ll send you a copy of my book along with a sample newsletter (free) I write called ‘Name Of City Real Estate’.
I hope to hear from you soon 🙂
Sincerely
Name (your neighbor)
Address etc.
PS: If you know of someone else that may benefit from the information in my book please leave that information on your voicemail message and I’ll mail them a copy as well.
Alternative Real Estate Farming Letter (or Follow Up Letter):
This is an alternative real estate farming letter that could be used as the first in a sequence of letters. But it could be easily edited and sent as a second follow up letter (see above letter).
Hi (Name),
My name is [name] and I’m your neighbor. I’m sure we have crossed paths at [name of park] or on the bike path, or I’m sure we will in the near future.
The reason I am writing to you is because I thought perhaps I could help you. If you are looking to sell your home or plan to do so in the future I have some important information about the market for you.
The current market is in the favor of the seller at this time. There is low inventory and prices are approaching or are at their peak. You can never say for sure when home prices are peaking but interests rates are creeping up and so is inflation, and this is a formula for flattening prices and a potential dip the the market.
If you are considering selling your home now or in the future I would love to provide you a customized home valuation report that will show you what your home is worth based upon the current market here in [name of city].
Also, I want to give you a special report I wrote called, ‘Top 11 Home Improvements’. In this report you’ll learn which improvements and additions ad the most value to your home. In addition, I will provide you with a list of my trusted contractors who can do the work for you at a reasonable cost.
If you would like to schedule a time for me to come by and drop these two special reports off and go over them with you please call my 24hour voicemail at [555-555-5555] to schedule a mutually convenient time for us to get together.
By the way, there is absolutely no obligation to list your home with me now or in the future. I don’t work that way.
I look forward to speaking with you!
[Name]
[Address]
PS: I’ve also enclosed a sample newsletter I write every month called ‘Name Of City Real Estate’. I think you’ll find it interesting, fun, and helpful. If you want to receive a copy of this newsletter every month please let me know when you call 🙂
Important Neighborhood Farming Letter Tips:
Send a series of 2-4 letters to your ‘farm’. One introduction letter may not produce for you. As a matter of fact, even a 4 letter sequence may not produce a whole lot. But what you are doing is planting the seed. Hence the word ‘farming’.
After you send your sequence your neighborhood will definitely know who you are and what you do. But don’t stop after your third of fourth letter! If you don’t stay in contact at least once per month they will forget about you. That’s why I am a massive proponent of newsletters (print).
Newsletters are ideal because you keep your name in front of your prospects and because you will provide helpful information in the newsletters, you will establish and maintain yourself as the expert.
Also, they are fantastic communication tools because you can also advertise special events you are hosting, and much more. There is so much more I could do a seminar on using them in your business.