As a real estate agent, the road to prosperity begins with prospecting.
And as every great salesperson knows, the art of good prospecting begins with a single change of mindset — —you’re after a long-lasting relationship rather than just leads.
But the skills required to be a real estate agent are quite different from the skills required to be a salesperson.
There’s more to it than selling bricks and mortar. You’re selling grandma’s house, or perhaps someone’s childhood home. Every once in a while, you may be tasked with helping a divorcing couple through a painful phase of their lives.
You may also be selling a space that turns a pair into a couple and a house into a home that nurtures families and memories.
Maintaining a professional level of communication as a real estate agent is possible—and vital—no matter what channel or method you use. But today, we’re going to focus on creating professional real estate prospecting letters.
After all, what better way to begin a relationship than with one of the oldest forms of long-distance communication in the world? The mail.
In this article, we’ll cover:
Learn how to keep your small business connected to customers with AI for b etter experiences, efficiency, and collaboration. 🚀
Download the white paper 👀 Get the free white paper to learn how to create more personal customer experiences with AI!There are as many templates for real estate letters to potential sellers as there are types of potential leads.
You can use the following templates as a guide and tweak them to apply to your own circumstances.
Remember that when crafting a letter based on sample real estate agent introduction letters, you should sign it personally. It’s also important to provide as many ways for your prospects to reach you as possible.
Let’s take a look at the real estate prospecting letter samples that you can use to level up your real estate prospecting game.
The scenario : Use this template of a real estate agent introduction letter when you don’t have a lot of information about your prospects and need to get the word out en masse.
I hope this letter finds you well. My name is (Name), and I’m an agent working with (Company). I’ve lived in (Area Name) for a long time, and I’ve seen it blossom from the sleepy neighborhood it once was to the thriving commercial hub it is today.
I’m excited to let you know that from now on, I’ll be representing homeowners in this area. If you ever wish to put your home up for sale, purchase a home, or even just want to chat, feel free to reach out to me. I’ll be glad to help.
Regards,
(Name)
(Contact Details)
Why it works : You don’t know much about your prospect, but you can still make a personal connection by focusing on what you have in common—where you live.
Thank you for your interest in RingCentral.
The scenario : When you’re all set up and ready to roll, let all your friends and family know about your new career. They’ll become your chief source of referrals and clients in the long run.
How have you been keeping? How are (Partner’s Name) and the children? I hope that (Recent Life Event) went well.
I’m thrilled to tell you that I’m now officially a licensed real estate agent. I started working with (Company) a few days ago. I hope you like my business card.
Please keep me in mind if you’re ever thinking of selling your home—and tell everyone you know. As a small gift, I’m offering a free property analysis upon request.
Please reach out to me if ever you require my services.
Hope to hear from you soon.
Warmly,
(Name)
(Contact Details)
Why it works : Providing a free market analysis demonstrates to your network that you have the ability and resources to handle work.
The scenario : Referrals are the holy grail of a successful real estate business. One happy client means a whole network of warm leads. If someone is referred to you through a happy client, send out this letter, but make it super personalized for better results.
My name is (Name), and I’m a real estate agent with (Company). Recently, I had the privilege of serving our common friend/your (Relation)—his/her home fetched a pretty incredible price, and I’m helping him close a deal in (Neighborhood) now.
(Friend) told me you might be looking to relocate soon, and I did a quick market analysis of your neighborhood, which I’ve attached. It’s a little hard for me to contain my excitement, so I’ll come out and say it; I think your house has great potential, and I’d love to tell you more.
Please call me at (phone number), and we can set up a time to chat. I think there’s a huge opportunity here, and I’d like to help you take advantage of it.
Sincerely,
(Name)
(Contact Details)
Why it works : This letter does two things: it makes the prospect aware of your existence and willingness to go the extra mile to deliver value.
The scenario: You’ve got a buyer and are looking for properties to show them in their favored area.
My name is (Name), and I’m a real estate agent with (Company).
I’ve been representing homeowners in this area for a few years now, and while I was driving past your home the other day, it occurred to me that it might be perfect for one of my clients who are looking for a home. They’re a family of four looking to relocate to a single-storey home close to the school.
As the end of spring break approaches, they’re looking to settle down urgently.
Should you be interested in selling, drop me a text at the number below, and we can set up a visit. If you aren’t currently looking to sell but know someone who is, my client and I would love to know more.
(Contact Details)
Why it works: This letter will appeal to recipients who may want to sell with the minimum of fuss. They’ll be delighted to hear there’s a buyer already lined up. What’s more, it introduces a degree of urgency by mentioning that your buyers are keen to settle down soon.
The scenario: You’ve been crunching the numbers and want to share your findings with potential sellers in the area.
I hope you’re enjoying spring break with your children. Just the other day, a house in your area sold for a remarkable price, and the deal was closed so quickly, it told me something: buyers are looking, and looking hard.
I’m an agent with (Company), and I wanted to let you know that if you’re looking to sell, opportunities are waiting to be swept up.
I’ve done some competitive analysis and gathered insights into your current market that might make you sit up and take notice. If you’re interested in learning more, let me know, and I’ll be happy to share that info with you.
(Contact Details)
Why it works : This is a useful prospecting letter example as it allows you to offer value to a prospect right off the bat. You’re offering to share with them useful and potentially lucrative information.
The scenario : You know that someone in your catchment area has recently gone through a divorce, and you also know that may mean they need to sell their home.
My name is (Name), and I’m a real estate agent with (Company). I heard from (Source) about the divorce, and I’m sorry to hear about the tough time you’re going through. If you’d like some support, I can offer my services.
With children and a shared home, things can get messy and stressful, but the good thing is you have many options. We can weigh them together based on your goals and chalk out a way forward.
I’ve assisted many clients through this tough period, and I know that one needs all the help one can get. If you want me to walk you through possible next steps, please reach out to me at the contact below.
Wishing you strength and fortitude in this difficult time,
(Contact Details)
Why it works : The strengths of this prospecting letter are two-fold. Firstly, it displays empathy with an individual going through a difficult time. Secondly, it offers practical assistance pertinent to their struggles.
The scenario : Another agent has left your company and/or the area, and you’re now responsible for their work and contacts.
I hope you’re doing well. (Name of ex-agent), who helped you purchase your home in 20__, has moved cities and is no longer with (Company). My name is (Name), and I’m writing to let you know that I’ll be your new representative in this neighborhood.
I earned my license in YYYY, and I’ve helped XXX people find the homes of their dreams. I promise to uphold the same great service and relationship you’ve enjoyed with (Name of ex-agent).
If you ever wish to chat, please don’t hesitate to reach me at the contact numbers below.
Warm regards,
(Contact Details)
Why it works : It gives you an immediate “in” with new (to you) prospects. Meanwhile, it provides those prospects with a bit of background about you, and therefore, potential reasons to trust you moving forward.
The scenario : Properties are selling in an area, and you want to let potential sellers know that the time could be right to cash in.
A month ago, the Joneses, a family of five, approached (Company) with their 4BHK condo (attached).
Mr. Jones had got a promotion and the family had to relocate, fast. You might know them. They live three blocks away from you. They were willing to sell for $450,000. Not bad, you would say, for (Neighborhood)?
Well, two days ago, I watched as a buyer signed for $600,000. This didn’t surprise us at (Company). We’ve been watching your area for as long as we’ve been around—23 years, to be exact, and we know if they weren’t in such a hurry, the condo could have gone for even higher.
There’s never been a better time to sell, and if you were thinking about it already, this is a great time. If you’d like to know more about the potential of your home, feel free to reach out, and I’ll be happy to swing by and have a chat.
(Contact Details)
Why it works : This prospecting letter tells recipients not only that you’ve been successfully selling property in their area, but also that good deals are there to be made.
The scenario : You’ve seen a property its owner is trying to sell without the help of an agent. This is your chance to gently explain to them why that’s a bad idea.
My name is (Name), and I’m an agent with (Company). I’ve been representing owners in this district for a few years now, and I couldn’t help but notice that you’ve been looking to sell your home.
When I see an FSBO sign, I can’t help but wonder if the seller had bad luck with an agent before or doesn’t know about the benefits of having a good agent… I know it can take a while to find an agent you gel with, but trust me, it’s worth the wait.
Just last month, I saw a home go for at least 30% less than it was worth—all because the owner insisted on handling the sale himself. This happened not once, but three times in the last year. 30% is a lot—and far higher than the cut I would take as a commission.
It’s a tough market out there, but I’m confident that I can help you exceed your expectations—and with less work for you too. I’ve got years of experience negotiating deals in this area and nothing would make me happier than dropping by and doing a quick property analysis for you.
Should you have a change of heart, reach out at the number below, and we can figure out the road ahead.
(Contact Details)
Why it works: This letter sympathizes with an owner who may have had a bad experience with an agent in the past, showing your care for them. It then clearly demonstrates that they could be better served by trusting you with their business.
🚀 Learn how RingCentral features (including contact center, virtual call center, and CCaaS helped three small businesses improved staff communication, reduced telecom costs, and boosted their professional image.
Download the eBook 👀 Learn how RingCentral's AI-powered phone system makes it easy for SMBs look more professional!A survey conducted by the USPS found that millennials are more likely than any other generation to say that mail provides useful information and makes them more interested in a brand’s services.
This may come as a surprise, but it shows how important real estate prospecting letters are, as this generation makes up quite a sizable chunk of the real estate market.
So yes. People still love letters.
💡 Pro-tip:Learn about the best software for real estate agents that’ll help you master the art of prospecting and closing on deals with clients.
Let’s delve a bit deeper into some of the many real estate prospecting letter benefits. They can help you:
In the world of real estate, building relationships is fundamental. If people don’t know you or what you have to offer, they’re not going to trust you. And for most people, buying property is one of the (if not the ) most expensive things they’re ever going to splurge on.
Prospecting letters for real estate agents provide an opportunity to develop a connection between yourself and potential buyers, developing a sense of trust that means people feel comfortable about parting with their hard-earned cash.
Effective real estate prospecting letters not only allow you to build relationships with potential customers, but they also offer a way to showcase your qualifications and expertise.
Have several years’ experience in selling property? Add that to your real estate prospecting letters. Just recently gained a property-related qualification? Shout about it in your prospecting letters.
Successful real estate prospecting letters should include your most lucrative success stories. By including information about property that you’ve sold in the area where your recipients reside, it should be easier to convince them to use your services.
This will help build trust in your services and establish your authority in the industry. You could tell the people you’re writing to that their property could be your next big success story. Who wouldn’t want a piece of that?
Don’t forget to use real estate prospecting letters to stay in touch with your existing clientele, too. By doing this, you can keep them up to date about the latest industry trends and what’s up and coming in their local neighborhood.
By keeping your existing customers engaged, it’s likely that your name will be the first that pops into their head when they want to sell their condo by the lake or beachfront apartment.
Our free real estate prospecting letters make it quick and easy to keep in touch with potential and seasoned customers.
How to create a real estate prospecting letter
How does a real estate prospecting letter work? Well, the funny thing about real estate letters that help you close deals is that, well, they don’t sell.
Instead, what they do—and what they’re meant to do—is spark a connection and lay the first brick to a foundation of trust. It’s not like an open house follow-up where you have a point of reference with a prospect that you can mention.
You don’t close deals in just one shot, especially when there’s a lot of money involved, like in real estate. You need to lay that foundation first.
“Top professionals in real estate…understand they are in the people business. They don’t sell homes. They get people happily involved in owning property by satisfying their real estate needs,” writes Tom Hopkins in his book, Mastering the Art of Selling Real Estate.
Here’s how you can write people-first real estate prospecting letters that help you get the leads you need.
Send out differently worded letters to different segments and try to personalize each one as far as possible. Handwrite your prospects’ names instead of referring to them as “Ma’am” or “Sir.”
Even as you’re trying to appeal to your prospects’ hearts, still try to use a professional tone. Place your letter in a blank envelope and cut out the bells and whistles of typical direct marketing mail, like loud, salesy headlines and brightly colored flyers.
But don’t be too stuffy. Remember, the goal here is to build a relationship. “When you write direct mail, don’t suppress your natural style. Let the words flow in your own voice. Write the direct-mail letter as if you were writing a letter to a friend,” says Robert Bly in The Copywriters’ Handbook.
💡 Pro-tip:See how real estate company ERA Grizzard provides virtual tours to its clients while optimizing its staffing.
Free stuff, aka gifts, aka what people (almost) never complain about. This could be a local neighborhood newsletter, a free property analysis, or some coupons to a local restaurant.
If your gift is thoughtful and perfect for the season, you’ll be remembered. This is especially effective when you’re new to the area and are competing with other agents who are already known in the neighborhood.
💡 Pro-tip:Don’t give gifts (only) during festive seasons, as everyone will be doing it, and yours will get lost in the heap.
Of course, as useful as it is, direct mail can’t be your only strategy (though it can often make a fantastic first impression).
No matter what the surveys and statistics say, the best way to communicate with your prospects is the way they want to. Some prefer text messages while others prefer calls. Other homeowners, maybe those who live in a different town, might want to have a video call or use conference call services.
It might seem hard to stay on top of all this, but you can’t afford to drop the ball.
Of course, you’re not going to communicate with your potential clients using just letters.
Follow-ups are crucial after you’ve made that initial outreach attempt—how are you doing it? (If you’re like some real estate brokerages, you might not be doing it at all.) Whether it’s a follow-up with a prospect or giving your team a monthly update, communication is crucial.
Did you know that in the US, approximately $12,506 per employee is lost every year due to poor communication? Having more collaborative communication tools is a simple way to start solving that problem.
For example, how do you keep track of people you’ve sent a prospecting letter to and who you’ve followed up with? Making use of one of these relevant sales enablement tools or outbound contact center solutions may be handy here.
Let’s take RingCentral’s RingCX platform, for instance. Not only can it log helpful scripts for real estate agents to use and customize, it also offers campaign management.
And when it comes to working together with your brokerage’s team and other agents, RingCentral’s desktop and mobile app is designed for work on the go.
Beyond the basics like call forwarding and cool-but-useful stuff like visual voicemail , RingCentral just flat out makes your client experience better. Here’s how.
Running back and forth between open houses? You can make and take calls from your phone (while hiding your personal number), flip the call to your computer when you arrive at your desk—without interrupting the conversation.
And you can even switch a phone call to a video call just by tapping a button:
If you’re working in real estate, you need different communication options. Sometimes, a quick phone call is easiest. Other times, you want to talk face-to-face.
RingCentral’s cloud communications for real estate gives you that flexibility—and even lets you create tasks and events for yourself and your teammates. For example, to follow up on a direct mail campaign:
Personalization and follow-ups can be painstaking, but with the right sales apps and follow-up strategy, it’ll pay for itself—and then some.
💡 Pro-tip:Making a ton of calls? See how Fidelity Resales, one of the biggest resale timeshare brokers in the world (and Disney’s preferred broker for over 15 years), saved an incredible 50% on its phone bill —by doing one thing.
🕹️ Get a hands-on look at how top-performing real estate brokerages and agents are using RingCentral by booking a product tour:
💰 You can also use this calculator to see roughly how much your business could save by using RingCentral features such as workforce management to support your team’s communication with each other, clients, freelancers, and more.
Despite the advancements in technology, real estate prospecting letters still play an important role when it comes to selling property.
By using our tips and templates, you’ll be able to connect with clients who are interested in either buying or selling homes. And make sure you don’t forget the all-important follow up.
There are many benefits of well executed real estate prospecting letters. They’re a great way to introduce yourself to potential new clients, build relationships, and showcase your knowledge and expertise. All of that will eventually lead to more business.
There are a few important things to keep in mind when writing a real estate prospecting letter. Firstly, ensure that you personalize the letters so that they don’t read like generic circulars. Secondly, make sure they convey professionalism and authenticity. Thirdly, think about whether you can provide recipients with added value—be that in the form of information or something more tangible.
Originally published Jun 25, 2024, updated Aug 20, 2024
Using multiple "cheap" apps to handle different communication channels? Use this calculator to see the actual cost of ownership of those apps.
