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In a balanced real estate market, there are enough homes available for the people who want to buy them. In this tutorial, you’ll learn how to write such a letter, and what kind of information to include. When agents have trouble finding properties for their clients, they often resort to writing real estate letters to local homeowners.
If you want to have a conversation with a potential seller (and that’s usually the point of writing a real estate letter of this nature), you have to start with education.
The best real estate letters are conversational in tone, like the short example provided above.
Put the most important information in the first sentence, or at least within the first paragraph.
If your mailer meets the ten checkpoints above, it’s probably ready to be stamped and delivered!
Homeowners with expired listings are often worn out by the selling experience and disillusioned with their Realtor®.
The great news with older expireds is that you won’t be competing with dozens of other agents to get the listing.
Make sure your expired listing letters address the homeowners emotions about not selling the home, but don’t place any blame on them for failing. Expired listings are a great source of listing leads, but if you’re looking to beat the rush, try a new technique.
Although this real estate marketing strategy requires time to work, the returns are amazing. Research the area, including sports team affiliations, where the residents tend to work (do they commute downtown?), family profile (lots of children? Once you know the area well, consider sending an introduction letter with some materials about your brokerage and practice. Sharing the success of your real estate practice is a great way to get attention from other homeowners in the area.
The key with any marketing material is to make sure it’s relevant to the person receiving it.
Expired listings are an amazing real estate marketing opportunity for any agent, but some Realtors® feel uncomfortable approaching them. No matter how you contact an expired listing, as part of your real estate marketing strategy be sure to get the most out of it by focusing on the homeowner. In most areas of the country, the seasons are a very significant part of how and when homes are bought and sold. As a Realtor®, you can use these concerns to your advantage as you plan your real estate marketing strategies. Information about standing out as one of few listings in the winter can boost business during a slow time.
Choosing your real estate marketing strategies can seem overwhelming, but sticking to the basics can make it much easier. Considering that 52.5% of consumers read postcards (compared to 33% who read sales letters), there’s no reason for real estate agents not to be involved in real estate postcard marketing. Some Realtors® avoid it because they think it’s expensive or they aren’t sure how to use postcards. There are so many different types of postcard marketing available to Realtors® that it can be hard to know where to start. Expired listing postcards are perfect for putting yourself in front of homeowners who haven’t been able to sell their homes with their current real estate agent. Short sale postcards are a great way to reach out to struggling homeowners and help them avoid foreclosure. Just Sold postcards are a great way to celebrate your successes and show your skills to a neighborhood or farming area.
While all real estate postcard marketing can be considered farming, there are specific postcard options that allow you to advertise that you available to buyers and sellers.
Using real estate postcard marketing is a cost-effective way to build name recognition and gain leads. When many sellers get ready to sell their homes, the first question many consider is, “Can I get away with not using a Realtor®?” With all of the For Sale By Owner (FSBO) websites popping up, it’s easy for a homeowner to think they can save money by listing the property themselves and not paying your commission. As a seller, you would still end up paying the buyer’s agent commission if you sell your own home.
You can certainly list your own home online, but it isn’t free – sites with Multi-Listing Service (MLS) access charge anything from a $395 flat fee to $199 for a 6 month listing. A Realtor® will take care of all of these listings for you, so you don’t have to worry about which sites to use, how long they take to set up, or how much they cost. When you use an agent, they receive all of the calls and weed out the ‘just curious’ lookers or others who would not be able to qualify to buy your house.
An agent will have the experience to be able to tell right away if someone isn’t going to be able to complete a purchase. Real estate agents belong to a close-knit community and know how to build buzz about your property with other agents.
In addition, agents have a lot of experience setting up open houses and creating interest in their events.
If you do find a buyer on your own, you’ll quickly realize the mountain of paperwork that it takes to complete a sale.
If you do sell on your own, the sales paperwork is an area where you can’t afford to go it alone.

I highly recommend taking a look at the expired listing letters available here as a good place to start.
It’s the perfect solution for every Realtor® out there looking to execute great marketing campaigns, which requires a good quality database.
When you contact Cole, make sure to mention either Real Estate Marketing Magazine or PrinterBees to get your 25% discount, without it you’re looking at full retail and who wants to pay full retail!
It’s an amazing time to be a Realtor® IF you have good real estate marketing in place to feed your business and exploit the opportunity out there. When writing and mailing letters to property owners, it’s important to educate them on the current supply-and-demand situation in your local housing market. They might not know about the limited supply, the upsurge in demand, the lack of new construction, or whatever conditions prompted you to contact them in the first place. Just give them a quick update on local market conditions, and why home buyers are having such a hard time finding suitable properties in the area. So be sure to include this kind of information when writing a real estate letter to potential sellers. This is especially true because you’re hardly the only agent calling – a new expired could get over a dozen calls offering new representation. In addition, after failing to sell the first time, they may be more ready to hear suggestions about repairs, staging, and price.
Wait a few months, then follow up with expired listing letters or expired listing postcards. Include some key real estate information about the area, like market reports and a neighborhood profile. Consider sending weekly materials for a couple of months, followed by an ongoing monthly newsletter, postcard, or other information.
In addition to mailings, make yourself physically present in the neighborhood as much as you can.
Remember that these are homeowners that need additional help selling their home, and don’t be afraid to offer that help.
You can call them directly and ask them about the experience they had and what struggles occurred with the listing. Whether people move in the summer to avoid disrupting their child’s school year, or decide not to list in the winter because the house is less attractive, seasonal concerns are in the forefront of real estate. By using postcard marketing, email marketing, or social media posts, you can acknowledge each season and tie it in to your real estate message.
Notes about spring cleaning, home staging, and taking advantage of prime listing season can help kick off the spring. Sometimes a fun word search or an invitation to a fall ‘Harvest Party’ at your brokerage is all you need to recognize the season while keeping your real estate business front-of-mind for residents.
By farming neighborhoods, using just sold and just listed flyers, contacting expired listings, and using seasonal outreach, you can keep it simple and still become one of the top performing Realtors® in your area.
We’re always here for you and would be delighted to help you implement any or all of the above strategies. In this post you’ll get an overview of the various types of real estate marketing postcards and how to get started with them.
Use your postcard to express empathy to the homeowner and offer yourself as someone who has a new idea on how to position the home on the market. By showing that you understand their situation and can offer them a way out, you will win business and the goodwill of the community. By bringing your name to the forefront as a successful selling agent, you’ll be likely to gain even more listings in the area.
These farming postcards point out the opportunity in listing with you as a Realtor®, and also keep your name front-of-mind for those looking to buy. Postcards even have a lower cost-per-lead than email marketing – and that’s saying something!
They do this not only locally, but also on the internet, where 90% of home buyers look before purchasing a home.
When you list the home for sale on your own, you have to take ALL the calls and emails yourself. And, if a potential buyer does end up wasting their time, that’s part of what you’re paying them to handle. In doing this, they are exposing your home to a market you wouldn’t have access to on your own. An agent isn’t going to want to waste time or money on an open house that isn’t attended, so they will put their network and advertising skills to good use on your behalf. Unfortunately, a real estate agent can offer significant expertise in setting a price-point for your property. Some homeowners love their house so much they price it inappropriately highly, resulting in it sitting on the market unsold for months. Not only did he gain a lot of money in the price – even after the commission – the property sold quickly. It takes a lot of time to understand all the legal and financial forms you need to make available and sign with the buyer. Make sure you do your research and perhaps even consult a real estate lawyer to help you draft the correct forms and disclosures so that you don’t find yourself in significant trouble later. Unfortunately, you will also spend a significant amount of time, in addition to your current professional and personal obligations, to do so.
LOL (A little Arizona humor…I do love it here!)  With expired listing marketing being a hot topic in real estate, it seems like a good topic for discussion and answering some of the frequently asked questions we get on how to market them.

For marketing to expired listings, FSBO’s and door-knocking, the mobile app is amazing!
In housing markets with supply shortages, agents often resort to writing real estate letters to potential sellers. Send them to a specific landing page that offers detailed information about the items mentioned in the real estate letter. In addition, the deluge of calls and visits they get right after their listing fails is likely to irritate them rather than encourage them. By reaching out with expired listing postcards or expired listing letters after three or four months, you’ll be able to connect with homeowners more easily. You can keep it especially simply by sending an expired listing postcard inviting them to contact you. First, with cell phones being everywhere it’s easier for a call to catch people at a bad time, resulting in a “no” based more on convenience than actual consideration of your offer.
Fortunately, there are some that are tried-and-true real estate marketing strategies that you can employ simply and consistently. A “Just Sold” flyer – focused on the customer and home more than on you – can be a great way to point out that you are a successful agent with a great track record.
For a “Just Sold” flyer, lead with “Moving on Up”, and then provide information about the home and sale. Feature a testimonial from the homeowners that have benefited from your expertise, or highlight the features of the new listing that could benefit the reader. Summer and fall likewise offer their own holidays and advantages that can be highlighted in your marketing.
In some cases, you can send a mailing to a specific group, such as recently expired listings.
Consider sending these to an entire neighborhood where you know some homes have more owed than they are worth. Postcard marketing is very effective if it is done consistently over time – it builds awareness of your brand and allows people to see your successes. Don’t miss out on a great opportunity to farm your target area and gain exposure through postcard marketing.
This way, you can spend time on your own commitments and let your agent handle the curious and the serious buyers.
When a Realtor® can call up a professional contact and recommend they bring a client by, you have an immediate prospect that is actually ready to buy. They have experience in the area, so they know what price to ask for that will bring good value while also selling your property quickly. Others are unsure of themselves and need to move quickly, so they underprice their homes and cost themselves a lot more financially than they would have saved in commissions. A mistake in the paperwork and proper disclosures can open you up to serious liability or financial loss. You may also misprice your home, and you’ll need a lot of help with the final paperwork once you find a buyer. Databases become stale in as little as a few months depending on neighborhood turnover, and when a database is the slightest bit outdated, you’re wasting time and money on ineffective marketing. Toallow these files to properly run you need to download and installone of the Zend guard run-time libraries. This could help you achieve the desired result, especially if values have risen sharply in recent years.
And the idea is this: When writing a real estate letter to potential sellers, educate them (briefly) about current market conditions, and how those conditions affect them as a seller. When you use expired listing letters to mine the old expireds, after other agents have already moved on to a new batch, you’ll not only hit the homeowners at a better time – you’ll have almost no competition doing so.
Any Realtor® who approaches them at that time may well get a firm “no” for no reason other than overwhelm. Here are the four most effective real estate marketing strategies and how to implement them to your best advantage. The more they get to know and trust you, the more likely you are to be their agent of choice when they buy or sell. In that way, you’ll hold attention while still building a strong awareness of your practice.
In other cases, you can choose a neighborhood or area in which to focus your farming efforts, without having to mail postcards to every neighborhood nearby. Real estate postcard marketing also puts your name in their mailbox where there is little competition for Realtors®. While that may still sound like a significant amount of money, think about the amount of work you’ll do to get the word out. There’s nothing more frustrating than spending two weeks going back and forth with a potential buyer only to find out they never had financing.
A mailing will be more likely to get attention, be able to say more for you, and faces less competition than calls or emails.
My personal preference is the phone call, simply because you can direct the flow of the conversation and get specific questions answered as you offer your services. Trust your gut – some listings expire because the homeowner isn’t ready to sell at an appropriate price or has some other difficult attitude.

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