How to Write Real Estate Prospecting Letters that Convert

In today’s digital era, sending snail mail may appear outdated, but it’s a powerful strategy for real estate prospecting. Recipients or real estate direct mail tend to give more attention to physical mail, carefully considering its value. This prolonged engagement can significantly boost your chances of receiving referrals or getting direct calls and real estate leads from potential clients looking for their next home. Let’s talk about how to write real estate prospecting letters for lead generation.

What are Real Estate Prospecting Letters?

Real estate prospecting letters are personalized direct mail marketing letters sent by real estate agents or professionals to potential clients, usually homeowners or property owners, to generate leads, build relationships, and ultimately secure business opportunities. These letters are typically tailored to the recipient’s specific circumstances and needs, offering relevant information about the local real estate market, the agent’s services, and how they can assist with buying, selling, or investing in properties. The goal is to initiate contact, establish rapport, and ultimately convert the recipient into a client or referral source.

Real estate prospecting letters target potential sellers interested in moving or selling their home. Prospecting letters are one of the most meaningful lead generation avenues available. Because personalized letters share relevant information in a physical form, letter marketing offers numerous advantages.

Do Real Estate Prospecting Letters Work?

Real estate prospecting letters can work very well as a real estate lead generation tool, surpassing emails in effectiveness due to their personal touch and attention-grabbing nature. If you write your realtor prospecting letter with recipient-specific content, they will resonate by providing relevant local market insights and making personal introductions. Leveraging the power of person-to-person communication, snail-mailing handwritten real estate prospecting letters set you apart as a professional, leaving a lasting impression on clients and enhancing your competitive edge.

The primary advantage of a prospecting letter lies in its personalized and targeted approach compared to widely placed online or newspaper advertisements. However, due to the higher per-letter cost, including postage and printing expenses, it’s crucial to invest adequate time in carefully planning your marketing strategy.

Here are a few great reasons to send real estate prospecting letters:

  • You’ve recently sold a home with incredibly fast results in their area. Much like the previous point, the idea is to get the owner excited about the potential of having similar events replicating their own transaction.
  • You’ve recently sold a home for over the asking price in that area. The goal is to get other potential sellers excited at the potential of selling their own home while the environment is good to sell.

Why Are Real Estate Prospecting Letters Effective?

The provided real estate prospecting letter sample effectively connects with the seller, conveys urgency, and includes a credible call to action for several reasons:

  • It references a property familiar to the recipient, making the communication more relevant and relatable.
  • The letter celebrates a quick and profitable sale, showcasing a desirable outcome that resonates with potential sellers.
  • By mentioning multiple offers and only one being accepted, it highlights market competitiveness and urgency, encouraging other sellers to list their properties for active bidding.

If you’re looking for additional real estate letter templates and examples, here’s a link to our Elite Marketing Library.

How Do You Write a Good Prospecting Letter?

To write a good real estate prospecting letter, start by personalizing it to the recipient, sharing relevant information, and conveying sincerity. Use a conversational tone, address the recipient by name, and focus on how you can help them. Keep the letter concise, highlight your expertise, and include a clear call to action. Finally, proofread for errors and ensure it’s visually appealing before sending it out. 

Here are some tips on how to write real estate prospecting letters:

  • Consider handwriting a few letters instead of mass-producing them to show a personal touch and investment that recipients notice.
  • Avoid sounding like a sales pitch by using your own words and avoiding industry jargon like ‘inventory,’ as it may alienate potential clients who want relatable communication.
  • Skip formal introductions like “Dear Sir/Ma’am” to foster genuine relationships based on trust, as most people prefer working with relatable agents.
  • Clearly establish your identity as the neighborhood’s market expert in your letter.
  • Include a specific and urgent call to action to prompt immediate response, considering the current market conditions.
  • Show appreciation by sending a thank-you letter to recent clients, expressing gratitude for their business, and indicating your availability to assist them or their acquaintances in the future.
  • Explore the option of sending real estate prospecting postcards, utilizing vibrant images, charts, and concise text to effectively convey your message.

Real Estate Prospecting Letter Sample:




Dear First Name,

I am Your Name, the Realtor who recently sold the home at 123 ABC Street in Alphabet Subdivision.

The real estate market has been vastly different than what we saw last year. There are currently more qualified buyers in the market than there are homes for those buyers to purchase. Many homes are getting multiple offers and are selling for thousands above their listing prices and in a matter of a few days.

In the specific case of the property above, there were 10 offers received and the property ended up selling for over the original listing price! While one of those 10 offers was accepted, the other 9 were not – and those people are still looking for a home just like yours.

If you or someone you know is looking to sell their Alphabet Subdivision home, please call me today at 123-456-7890 so I can explain how the market has shifted in favor of someone looking to sell their home. I look forward to speaking with you soon.

All the best,

Your Name

Get Started With Real Estate Prospecting by Mail

So, if you’re feeling motivated after reading this article and want to dip your toes into real estate prospecting marketing, you’ve discovered the power of a personalized letter. Unlike generic online marketing, sending mail commands attention and shows thoughtfulness. 

But if you’re not sure how to begin, lack transaction examples, or still have unanswered questions, why not schedule a free real estate coaching consultation with Tom Ferry? Our team has centuries of combined experience in the field and can guide you in evaluating your business and directing your efforts effectively. Don’t hesitate to reach out and take the next step toward boosting your real estate prospects!