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5 Tips for Writing Real Estate Introduction Letters

Introduction letters are an excellent way to grow your business as a real estate agent. But, you only get one chance to make a first impression to a potential client. Here are five tips to get the most out of it.
Introduction letters are an excellent way to grow your business as a real estate agent. But, you only get one chance to make a first impression to a potential client. Here are five tips to get the most out of it.

Any seasoned real estate professional will tell you closing a deal is like finding a good Tinder date — you’ll gather hundreds of leads for one that pans out. A real estate introduction — or prospecting — letter is your first opportunity to interact with a potential client. So, make sure things get off on the right foot by following these five tips for letters to both direct leads or prospecting.

Respond Quickly to Leads and Opportunities

This mostly goes for writing an introduction letter to leads, but we can’t stress this enough. Regardless of where you receive a lead, reach out to the potential client quickly — within one day if possible.

The same can be true if you’ve just expanded your business to a new area, or a new opportunity has presented itself, such as a new business moving into town. Depending on your customer relationship management system (CRM), you may even automate your first contact with a lead, while still appearing genuine and human.

A buyer or seller may have contacted several agents and you want to be the first to respond. This is key because it shows you are punctual and efficient. A quick response shows a client you’ll be on-the-ball when they’re ready to list, visit a showing in a hot market, or submit an offer on a sought after home.

Keep Them Short and Concise

Real estate agents can strike up a conversation with anyone — that’s part of the reason we’re good at what we do. But, with your introduction letter, don’t go into too many details. Keep it less than a page or your potential client will lose interest. Give a few solid reasons a client may want to work with you and save the rest of your talk for the follow-up.

Personalize As Much As Possible

It’s hard to personalize a letter if you have minimal information about a prospective client. But, showing that you pay attention to what they have mentioned about themselves or their situation could make all the difference. When you’re collecting leads, try to get as much information as possible right off the bat.

If you’re doing “cold call” intro letters, there are ways to find out information about a potential client from public records. For example, you may contact someone because they recently got a divorce, their real estate listing recently expired, they are about to be foreclosed on, or they have recently listed their home as a for sale by owner.

When dealing with these tricky situations, tread lightly, but let them know how you can help. There’s a fine line between offering a way out of a tough situation and appearing as if you’re trying to capitalize on someone else’s misfortune.

Show Your Personality

Real estate agents serve as advocates for their clients, so show you’re a human right from the start. Tell them about your background, where you’re from, your family, and how and why you got into real estate. You’ll want to be professional, but also memorable. Think of it like a dating profile without the creepy first date.

Provide Direct Contact Info

You may have received an initial lead in a roundabout way — maybe through an online contact form or another agent. It sounds like common sense, but it can be so simple, you may forget.

Always provide at least two ways a potential client can contact you directly — email and phone number are probably best. You don’t want there to be any barriers between them following up on a whim after receiving your note, so don’t make them hunt for a way to get ahold of you.

How To Get More Leads

High quality leads that convert to a sale (and lots of them!) are key to growing your business as a real estate agent. While leads can come from many places, Clever provides vetted leads, saving you tons of time and energy that you would otherwise have spent on marketing and client acquisition.

There are no upfront costs — you only pay when you close, not for individual leads that don’t pan out. When serving as a listing agent to a Clever client, you’ll get $2,000 of a $3,000 flat-fee listing, or 75% for a 1% listing fee leads (homes that sell for more than $350,000).

When you’re a buyer’s agent, you’ll pay a Home Buyer Rebate of $1,000 to your client when they purchase a home under $500,000. Then, you keep 75% of the remaining gross commission. When getting leads from Zillow or Realtor.com, you’d make just 50% of the commission.

Grow your business faster by joining the Clever Partner Agent Network. To see if you qualify, fill out this online form and a Clever rep will be in touch with you shortly.

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Luke Babich

Luke Babich is the co-founder and Chief Strategy Officer of Clever Real Estate, the free online service that connects you with top agents to save money on commission. He's an active real estate investor and licensed agent in St. Louis, with 22 units currently. Luke graduated from Stanford University and subsequently ran a historic data-driven campaign for University City City Council. Luke's writing has been featured in Homeland Security Today, Mashvisor, Payments Journal, and Bigger Pockets.

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