Maximize Use Of Real Estate Client Letter Through Effective FrequencyIf you send a real estate client letter on a regular basis, then listen up! Here’s a proven formula that will keep you in the forefront of your client’s mind, without annoying them with too much correspondence. The question is all about “frequency” and how far apart you should be sending a real estate client letter. Many marketing guru’s feel that it’s better to send shorter text, on a more frequent basis.
Others will advise contacting your clients three to five times, each month, for a total of thirty-six to sixty times per year. Regardless of what you believe, the real ticket is to give them something of value, when you do get in touch with them and not waste your client’s time because it’s the second week on the month and a mailing is scheduled. So when sending a real estate client letter, keep this in mind - if you send correspondence too often, your client letter will lose it’s impact, but at the same time if you correspond too little, you won’t have enough influence on your client either. The absolute best way to handle real estate client letters is to vary the frequency. Why not try following this schedule and see how this frequency works for you. No matter where you live there is always a time of year when more homes are sold. The very beginning of that hot season is a good time to send out your first real estate client letter. You could format this first letter in many ways, but a good suggestion would be to write a basic thank you letter, to let your clients know that you’re entering a new selling season, and how grateful you are for having them as a client. Then, plan to send a second client letter as little as three days after the first letter is sent. The second letter should contain useful information, and not be a sales pitch or a request for a referral. Position the information as something new that you just found out about, and thought it would be helpful for them to know. You can attach an article, a press release, even a blurb about a good rummage sale. It doesn’t have to be real estate related, just helpful. Following that letter, wait a week to ten days and then send another one. The concept behind the third letter is “to sell”. Perhaps tell you clients that this season has gotten off to a tremendous start and that homes in their area are selling like hotcakes. Perhaps as for a referral, or ask if they are thinking about selling because the timing is perfect. After that letter, give it a little rest and wait three to four weeks till you send your next real estate client letter. This letter will be similar to the second letter. Giving them something useful. Following that letter wait another two weeks and send the last letter of this particular series. This last letter is another sales letter, with a strong sales pitch and request for referrals. Once this series of letters has been completed, it’s time to decrease your frequency to every one or two months, but remember you should only send something when you have something important to say. By breaking your correspondence into a series of letters that give value, as well as a sales pitch, you will have the best results. By using this frequency schedule, during the peak seasons you will be kept in the forefront of your client’s mind, yet remembered for the rest of the year as well. Give it a whirl and see what you think. Below are the Expired Listing Letters I used to average 2 Plus Listings a Week
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