Write a Real Estate Prospecting Letter They'll Read!

How many times have you gotten a letter, started to read it, and then set it aside?

My guess is it happens to you even more often that it happens to me. I'm a copywriter, so I want to know what other people are writing even if I don't want the product or service. But... since I can't read everything, I stop quickly when I see there's nothing to learn.

What's your criteria? Do you read the letter if it happens to be from your competitor? (You should) Do you at least begin to read it if it is from a person whose services you might want soon?

And what makes you stop? Usually there are three reasons why people don't read your letters. The first is that they clearly see that you don't offer anything they want.

Next is that your headline and lead failed to show them how choosing you to do business with gives them a clear benefit. Remember - everyone wants to know what's in it for them.

Third is style. If your style is boring and hard to muddle through, most people won't bother. And now, contrary to what your High School English teacher may have said, please realize that "proper" and interesting don't always go hand in hand.

The best way to write a letter people will read is to make it sound just like you. Use your own voice and "talk" on paper. If you have some dangling particples, so what? That's how we talk.

I should add a note of caution, however. If you've picked up that awful "like" habit from your junior high and high school kids, eliminate it on the final draft. And of course don't curse!

Because so many people stiffen up when they begin to write, do this: Pretend you're talking to a dear friend who happens to belong to your target audience. (Yes, do a little make-believe if you have to.) Then start telling your friend how you can help him or her with your services. Be sincere. Forget what getting this client means to your bottom line. Just concentrate on how you will help your friend.

At this point in the process, don't over-think it. Don't agonize over your sentences or do any editing. Just write your thoughts. Editing now will block the flow.

When you've finished, set the letter aside for a few hours. Then come back and "clean it up" with a little re-arranging, spell-check, and punctuation. Break your long paragraphs into small ones so your page has plenty of white space and so each paragraph contains only one idea. Cut out unnecessary sentences to make it concise.

Add some information about how to contact you, and you're almost done.

Now read it out loud and see if it still sounds like you - and if it makes good sense. If you stumble somewhere, go back and re-work that section until it flows smoothly.

Keep it up and pretty soon people will be telling you how much they enjoy your letters.

If you absolutely can't do it - call on me and I'll do it for you. Real Estate copywriting is my specialty.

Happy writing,
Marte
writer@marte-cliff.com