Write A Sales Letter That Will Have Sellers Calling You

Direct mail is a crucial part of a successful REI’s marketing plan. There are many forms of direct mail, including postcards, letters and, even CDs. The key is making sure these mailings are effective. You need to keep in mind who your target client is and what they will be looking for. What will catch their attention?

You should never plan to send just one piece of mail to any lead – each should get a series of mailings. You never know what will stand out to each person or if it is the time when they are the most motivated. Reaching out multiple times increases the chances of your phone ringing.

Letters should always be a part of your direct mail sequence. While they give you a lot of room to build credibility, letters should still be short and simple. Writing an effective letter is an art – but I want to share with you some of the common types of letters that are effective to me.

Check Letters

The first example is a check letter. I am sure you have received these, and I am sure you have either opened or been very tempted to open the letter to see if there is really a check for you inside. This type of letter appeals to our target lead, who is motivated and in need of cash. I print these letters on check-stock paper and insert it into a double-window envelope, so the check side shows through. Remember, this is not a real check. It is made to look like a check to get the homeowner to open the letter and call you. While the check isn’t real, the potential of you helping the homeowner put money back into their pocket or getting them out of a tough situation, like foreclosure, is very real.

Linked Letters

Another example is linked letters. A linked letter is when you have a series of letters that reference one another. Usually, the later letters will specifically refer to the earlier letters. This is a very powerful tool, and the message and urgency should build from one letter to the next—This a very effective method for homeowners facing foreclosure.

Other Types Of Letter

As you can see, there are many different types of letters that you can use. Some additional examples include a letter that looks like official government mail or you can even make the envelope look like it was torn and taped back up to pique interest enough to open the envelope. Just ask yourself, if you were facing foreclosure or having a hardship with your home, what would make you open a letter?

Get Your Letters Opened

The outside of your envelope is just as important as the content inside. People should want to open the letter. If they see a mass-produced label and postage, they are likely to ignore it. Here are a few tips to get your letters opened:

• Use an actual first-class stamp
• Hand address the envelopes
• Add a return label
• Use odd sizes of envelopes to pique interest
• Airmail and Express envelopes get more attention

Your direct mail pieces are only limited by your imagination. Don’t be afraid to change your technique if you find something isn’t working for you. It is a work in progress, but once you get a system in place that works well for you and your market, you will start to see the deals streaming in.