Real Estate Farming Letters
Do farming letters work for real estate agents? And if so, how do you go about writing a farming letter to introduce your real estate services?
Unfortunately, these are no absolute answers to these questions that apply to all real estate agents in all scenarios. Rather, the success (or failure) of real estate farming letters / introduction letters must be measured on a case by case basis.
For example, somebody selling a home in a slow market will not receive as many farming letters from real estate agents. So they will be less desensitized to such letters -- and thus more likely to pay them attention.
On the contrary, a person selling a home in a hot market will probably receive a slew of real estate introduction letters from agents farming via the MLS. In that case, there would be a lot more "noise" to compete with when mailing your farming letter to sellers.
So the market is the first thing you must consider before mailing farming introduction letters to homeowners. The second thing you must consider is your objective and your offer.
If you are planning to incorporate farming introduction letters into your real estate marketing mix, there is one thing you must do above all else. You must learn the basics of direct mail copywriting. You might not think of yourself as a professional letter writer or direct mail guru. But if you're going to send real estate letters to your audience, you better get used to wearing that particular hat.
Direct mail copywriters are expert at getting people's attention via the mailbox. Companies pay these people a lot of money to use tried-and-true strategies that have been proven to increase response rates. And let's face it, if you're going to start mailing out farming letters to introduce your real estate services, you need all of the responses you can get! It's a numbers game.
Here are some resources to help you polish your direct mail copywriting skills:
"But wait," you say, "I'm not a direct mail marketer. I'm just a real estate agent trying to introduce myself."
This line of thinking is where many real estate agents go wrong when creating farming letters for their market areas. If you send an introduction letter that simply says "I'm a real estate agent in your area," I can practically guarantee you where that letter is headed -- into the trash.
Think of all the mail you get on a regular basis. Now step outside your real estate shoes for a moment and be honest. Would you really give a vague letter like that the time of day? Most people wouldn't.
So it's crucial to start thinking like a direct mail marketer, because that's what you are doing -- marketing your real estate services by direct mail (in this case a real estate farming letter). Direct mail marketers have been honing their skills for decades, so why wouldn't you use their lessons learned in your real estate marketing letters? I can think of no good reason.
If you plan to rely heavily on real estate farming letters as a business-building tool, I would even go a step further and hire a professional direct mail copywriter ... somebody with a history of getting solid response rates from marketing letters sent to consumers.
I'm certainly not that person. I hung up my direct mail copywriter's hat when I stopped working in that industry. But I can tell you that there are plenty of talented direct mail letter writers out there, and many have solid track records.
Good luck with your real estate business in general, and with your real estate farming letters in particular!
Unfortunately, these are no absolute answers to these questions that apply to all real estate agents in all scenarios. Rather, the success (or failure) of real estate farming letters / introduction letters must be measured on a case by case basis.
For example, somebody selling a home in a slow market will not receive as many farming letters from real estate agents. So they will be less desensitized to such letters -- and thus more likely to pay them attention.
On the contrary, a person selling a home in a hot market will probably receive a slew of real estate introduction letters from agents farming via the MLS. In that case, there would be a lot more "noise" to compete with when mailing your farming letter to sellers.
So the market is the first thing you must consider before mailing farming introduction letters to homeowners. The second thing you must consider is your objective and your offer.
Tips for Success with Farming Letters
If you are planning to incorporate farming introduction letters into your real estate marketing mix, there is one thing you must do above all else. You must learn the basics of direct mail copywriting. You might not think of yourself as a professional letter writer or direct mail guru. But if you're going to send real estate letters to your audience, you better get used to wearing that particular hat.
Direct mail copywriters are expert at getting people's attention via the mailbox. Companies pay these people a lot of money to use tried-and-true strategies that have been proven to increase response rates. And let's face it, if you're going to start mailing out farming letters to introduce your real estate services, you need all of the responses you can get! It's a numbers game.
Here are some resources to help you polish your direct mail copywriting skills:
"But wait," you say, "I'm not a direct mail marketer. I'm just a real estate agent trying to introduce myself."
This line of thinking is where many real estate agents go wrong when creating farming letters for their market areas. If you send an introduction letter that simply says "I'm a real estate agent in your area," I can practically guarantee you where that letter is headed -- into the trash.
Think of all the mail you get on a regular basis. Now step outside your real estate shoes for a moment and be honest. Would you really give a vague letter like that the time of day? Most people wouldn't.
So it's crucial to start thinking like a direct mail marketer, because that's what you are doing -- marketing your real estate services by direct mail (in this case a real estate farming letter). Direct mail marketers have been honing their skills for decades, so why wouldn't you use their lessons learned in your real estate marketing letters? I can think of no good reason.
Get Professional Help for Your Marketing Letters
If you plan to rely heavily on real estate farming letters as a business-building tool, I would even go a step further and hire a professional direct mail copywriter ... somebody with a history of getting solid response rates from marketing letters sent to consumers.
I'm certainly not that person. I hung up my direct mail copywriter's hat when I stopped working in that industry. But I can tell you that there are plenty of talented direct mail letter writers out there, and many have solid track records.
Good luck with your real estate business in general, and with your real estate farming letters in particular!
Labels: Real Estate Marketing
posted by Brandon at
3:31 PM
