Communication

Tips for Writing Effective Yellow Letters

The more technologically-advanced the world gets, the more some of us are tempted to abandon methods of communication that seem quaint and out-dated. Well, a yellow letter is a method of communicating with sellers that seems quaint on the surface but can be effective when it is crafted in the correct manner. In other words, communicating with potential sellers is never going to be out-dated. And communication – both written and oral – is a large part of what we as real estate professions do.

What Are Yellow Letters?

Yellow letters are a form of direct mail marketing utilizing yellow, lined paper in order to look more personal. As such, some of the rules governing how to effectively use other kinds of direct mail apply to yellow letters as well. Some of them do. Yellow letters can be very effective when you create them in such a manner as to stand out from the tons of other mail your prospects receive on a daily basis. Here’s a quick primer on how to add color to your real estate marketing efforts using yellow letters.

  • Know your audience: You must know something about the people you are trying to reach in order to tailor your pitch to fit their needs. Otherwise you will be taking shots in the dark and blowing your advertising budget. Do your research first.
  • Carefully draft your letter: Make a draft before composing your letter and watch things such as length and word usage. Be sure to add as much detail as you can so that interested consumers can reach you if they want.
  • Tell them what you want them to do: Never assume readers know what it is that you want them to do. Make your call to action clear and succinct.
  • Create the actual letters: After you have created a framework for your letter it will then be time to write them. If you are not confident in your writing abilities, you can hire others to do this.
  • Track your data: Just as with any advertising campaign you will need to be able to track your results so that you will have actionable data when you need it.writing

Although there are expenses involved in creating, tracking and utilizing the data gathered by yellow letters, they should still be an essential part of your overall marketing strategy. Another part of your marketing strategy that you should utilize is our probate real estate leads. These – and the education our archival phone conferences can bring you – can help give you the edge over the competition. Real estate lead generation websites are also a tool that the successful professional can use to grow his/her business.

Mailing Mistake May Miss Million$

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It’s always great when I can share a tip from a subscriber … especially when that subscriber is one of our oldest and most successful. I had the pleasure of learning this info yesterday in just such a conversation. I was speaking with this subscriber about a technical question he’d called me about. After answering his technical question, he mentioned that he was really excited to be back on track after changing brokers in the middle of last year. Based on a previous conversation, I knew that he’d been the new office’s agent of the month several times already and had enjoyed a couple of million dollar months, so I was curious about what “back on track” meant. His answer was enlightening.

He said that he’d been sending his letters out faithfully, but that he’d noticed they’d not been generating the same results as before. Initially he was concerned that maybe his new broker might have a less favorable reputation than his previous one, but that was before he noticed that several of the other agents in his office were offering homes with “estate sales” and the LIGHT BULB WENT OFF for him. When he’d changed brokers, he’d started adding the new office’s phone number to his mailings as well as his direct line. Then, he looked to see who the sellers were on the properties his officemates had listed and indeed, they were ones he’d mailed to.

Initially, he was concerned that he might have been been poached. However, he was pretty comfortable that was not the problem. Then he listened to the receptionist take a few calls and realized that if someone called the office and asked for probate and didn’t ask for him specifically, it went to whoever was available. He immediately stopped listing the office number on his letters and now, in the last 30 days, he’d taken one new listing already and had three more immediate listing appointments. I’d say he was definitely back on track!

However, be aware that when YOU are paying for your marketing, you must make sure YOU are reaping ALL THE BENEFITS the benefits. In your letters, whether we do them for you via Mailbox Motivator or you’re still doing them yourself, be sure you are driving the traffic to you, not feeding the rest of your office. List ONLY your phone number and it’s also one of the reasons we recommend using one of the special probate-focused websites we provide.  Control your lead flow and make sure your lead flow funnel points directly and ONLY INTO YOUR BANK ACCOUNT.