The 14 Best Real Estate Prospecting Letter Templates to Use in 2022

Chris Heller HeadshotChris Heller, Licensed AgentDecember 1, 2022

Getting,News,By,Mail.,Close,Up,Of,Young,Lady,InvolvedRealtors must constantly be on top of their marketing game. There are several strategies that can be used and it’s best to try out as many as possible. Eventually, you will determine what works and what doesn’t.

Real estate prospecting letters can be an effective part of a marketing campaign. They can be sent the old-fashioned way, through the mail, or they can be transformed into an email. They are an attention-getting way to connect with buyers.

The letters you send should not be generic. In this age of personalization, your letter should include a customer name and it should address the prospect’s individual needs.

This article will discuss various situations that make individuals ripe for buying and selling and the letter templates that are customized to persuade them to take the next step.

Tips for Writing Great Real Estate Prospecting Letters

  • Give Them a Reason To Read Your Letter – You can’t expect people to open your letter and read it – you have to tell them why it’s important that they do. This is a great way of getting each prospect interested in what’s being offered by you or your brokerage and how it could benefit them personally.
  • Include An Obvious Call To Action – Real estate prospecting letters are not just about telling people to sell their house, but also giving them an incentive for doing so (and using you to do it!) It’s important that you give potential clients some kind of incentive (such as free home valuation) if they agree to give you their listing. Make sure they know to reach out to you if they have questions or want to take the next step. Make this action item very clear.
  • Personalize Each Letter – One way that real estate agents make people feel special when they receive an email is by personalizing it. When you personalize your letter, it shows that you have taken the time to read and understand more about their real estate wants and needs, which will make them more likely to respond in a positive way – even if they don’t need or want what’s being offered by you or your brokerage.
  • Keep It Short – Prospecting letters should be short and to the point. Keep it concise without wasting a lead’s time with unnecessary information. If there is something on the business card (or your website) that can answer any questions about what they’re looking for then include that instead of writing another paragraph just to repeat yourself.
  • Include A Personal Touch If You Can – Another way that you can make your real estate prospecting letter more personalized is by including a headshot or something about you in the body of the email (such as an article from a magazine, etc.). This shows that there’s someone behind your business and it will give potential clients a way to find you relatable.

 

Real Estate Prospecting Letter Templates 

1. Expired Listings

Cheerful,Afro,American,Businesswoman,In,Trendy,Eyewear,Feeling,Happy,GettingExpired listings occur when an agent is unable to sell a home within the allotted time of the seller contract. They are a good target for real estate agents because they mean that the owner is probably interested in selling their home, but they were previously unable to do so. Agents can find expired listing by searching public records.

Once you locate an expired listing, you can persuade the owner to put their home back on the market with a letter similar to this one.

Dear _____,

When it comes to the real estate market, timing is everything. Unfortunately, the timing of the market doesn’t always coincide with when you want to buy and sell. That’s why an effective strategy is necessary.

I’ve had years of experience selling homes in all types of markets. I have devised a unique pricing and marketing strategy that offers high success rates. My expertise allows me to come up with the best pricing while my knowledge of cutting-edge marketing trends ensures your home will be visible to qualified sellers.

Feel free to contact me to learn more about how I can help you sell your home. You can text or call the number below or check out my website to find out about my services.

(Name)

(Phone Number)

(Website)

 

2. FSBOClose-up,Of,Woman,Putting,Letter,In,Mailbox

Real estate agents can provide the knowledge owners need to sell their homes. But many people choose to sell without an agent because it allows them to come up with more flexible terms. It also cuts back on fees so they can increase their profit margin and/or charge less for their home to get a quicker sale.

This method is considered FSBO or For Sale by Owner.

The For Sale by Owner option can work out for some people, but many will encounter frustrations, especially if they do not have a strong grasp on the real estate industry. This makes them a good target for realtors looking to convert. The agent can come in and offer to take over like a knight in shining armor.

Here is a good letter template to send to FSBO clients:

Dear ________,

Congratulations on taking the first steps in your home marketing campaign. You’re doing a great job. The pictures look excellent, the copy is well thought out, and you seem to be consistent with the open house appointments.

However, I noticed you could use some assistance with the (presentation of your home or bring up another weak spot). (Cutting your lawn) can significantly increase the curb appeal of your home bringing in more buyers. If you decide to give it a try, let me know how it works.

You are probably realizing that selling a home is a lot of work and the trials and errors you are facing could slow down the sales process. I have years if experience selling homes and I can minimize errors, so your home sells quickly. I can get you a higher price for your home which will cover your agent fees.

I would love to tell you more about how I can help you achieve a stress-free selling process. If you are interested in pursuing the matter, call or text me on my cell.

(Name)

(Phone number)

(Website)

 

3. General Solicitation/ Home Appraisal Offer

Close-up,Of,Woman's,Hand,Holding,Envelope,And,Inserting,In,MailboxIf you are simply looking to build your business, an offer for a free home appraisal is the way to do it. You can make people aware of homes that have sold in their neighborhood for a good amount of money and offer to appraise their homes for free. If they like the valuation, they may just decide to put their home on the market.

Here’s an idea of what a home appraisal offer may look like.

Dear _________,

My name is __________ with __________ company. I’ve been previewing homes in your area.

I noticed that the home at (address) recently sold for (impressive amount). I’m sure the other homes in this neighborhood would be similarly priced.

If you want to find out what your home is worth, I can appraise it for absolutely no cost or obligation.

If you are interested in finding out more, don’t hesitate to call or text my cell or visit my website. I look forward to hearing from you.

(Name)

(Phone number)

(Website)

 

4. FRBO

Closeup,On,A,Woman's,Hand,As,She,Is,Getting,HerFor Rent by Owner is another promising prospect. On one hand, a realtor can come in to help the owner find renters. On another, they can persuade the owner to sell the home.

If the owner is looking to rent it means they no longer want to live there. They may be enticed to sell rather than rent as it’s an easier option.

In any case, let’s look at template letters for both scenarios.

Realtors looking to take over the rental process can use a sample FRBO letter, similar to an FSBO prospect letter, that looks something like this:

Dear ________,

Congratulations on taking the first steps in renting your home. You’re doing a great job. The pictures look excellent, the copy is well thought out, and you seem to be consistent with the open house appointments.

However, I noticed you could use some assistance with the (presentation of your home or bring up another weak spot). (Cutting your lawn) can significantly increase the curb appeal of your home bringing in more renters. If you decide to give it a try, let me know how it works.

You are probably realizing that renting a home is a lot of work and the trial and error could slow down the sales process. I have years if experience renting homes and I can minimize errors, so you find a renter quickly. I can get your home rented for a higher monthly fee which will cover my expenses.

I would love to tell you more about how I can help you achieve a stress-free selling process. If you are interested in pursuing the matter, call or text me on my cell.

(Name)

(Phone number)

(Website)

 

5. General Prospecting/ Introduction Letter

Close,Up,Young,Woman,Opening,Envelope,With,Letter,,Feeling,CuriousIf you don’t have an angle, you may just want to send a letter introducing yourself to the people in your community you have not yet met. Here is an idea of what you can write.

Dear ________,

I know what you’re thinking. Who writes a letter in 2022? Why didn’t I just choose to go on social media and DM like everyone else?

Well, I think a letter stands out by being different. So let me take this opportunity to tell you a little about myself.

I started working in real estate ____ years ago. I recently joined up with the ______ team, one of the most respected brokerages in the area.

I feel I stand apart from other agents as I offer:

  • Expertise: I have sold __ homes in ___ and can provide multiple customer references to attest to my skills.
  • Availability: With me, every customer is a priority. I don’t care what type of home you are selling or for how much. I will be there to address your needs.
  • Honesty: I offer the utmost honesty and transparency in the buying and selling process.

If you are interested in working with me, I’d be happy to sit down with you and tell you more about what I have to offer. Please find my contact information listed below.

(Name)

(Phone number)

(Website)

 

6. Divorce Prospecting

Wife,Giving,Envelope.,Dark-haired,Appealing,Wife,Giving,Envelope,With,LetterWhen a divorce happens, it’s common for couples to sell their home. They may want to downsize to more affordable housing now that they won’t be living with as many people. Or it may not be possible for them to keep their home due to the current arrangements.

This is a perfect time for an agent to offer their services.

A divorce prospecting letter must be tactful. You won’t want the person to feel like you are cashing in on their misery. But it also needs to get to the point and show how you can be beneficial at this difficult time.

For best reference, check out this divorce prospect letter template.

Dear ________,

Buying or selling a home isn’t easy. It can be even more difficult if you are going through a stressful situation like a divorce. I can take some of the stress off your hands by providing an easy selling process.

There are many agents that can help you sell your home. But not all of them have experience with the intricacies of divorce. I have helped many people through divorce-related sales, and I have the knowhow to make your sale run smoothly.  

Here are a few things I can offer in the selling process:

  • Experience: An experienced lawyer is crucial in difficult times. My years of experience mean I understand the legalities involved and I will do everything by the book.
  • Integrity: My aim is not to pressure you to buy or sell quickly. I understand that this is a sensitive time, and I will give you the space you need to make a decision that feels right.
  • Skills: Although I have a deep sense of empathy, I also have the marketing and negotiating skills to get you an offer that will brighten your day.

If you want to discuss this in more detail, don’t hesitate to call me. My contact info is listed below.

(Name)

(Phone number)

(Website)

 

7. Probate Prospecting

American,Flag,Stamps,On,Letters,Ready,To,Be,MailedWhen a person dies, they leave behind the assets they owned such as cash, investments, and property. The legal process through which they are sold is called probate. If you find a home in probate, the owner may require assistance selling it.

Probate sales are typically complex, but they are desirable to buyers because they are lower priced and involve less competition.

If you find a home in probate, you may persuade the seller to hire you on as their agent. A prospecting letter can seal the deal, but like divorce, this is a sensitive matter. You’re dealing with someone who has just lost a relative and you don’t want to appear as a vulture ready to swoop in.

So how do you prospect a probate sale? Here’s a letter template that may be effective.

Dear _______,

Please accept our condolences on the passing of _______. I’m sure this is a very difficult time for you.

We are contacting you because we understand that arrangements need to be made regarding the home at ______. We want to let you know that we can offer our professional assistance when you’re ready to deal with the matter.

We understand that you are under a lot of stress right now and we would like to help you make the process as painless as possible. We may even be able to get you a cash offer. We are here for you whenever you would like to discuss the matter further.

(Name)

(Phone number)

(Website)

 

8. Pre-foreclosure Prospecting

A,Woman,Is,Opening,A,LetterA pre-foreclosure happens the moment an owner defaults on their loan. At that point, the bank lets them know that they need to pay up or their home will be repossessed.

This is a good time for a real estate agent to make contact. An agent can help them sell their home before it goes into foreclosure. Here’s an example of a prospecting letter that will get their attention.

Dear ______,

We realize that many people are facing difficult economic times these days. A foreclosure can be a tricky situation to deal with.

My name is ________ and I work with __________, a company that specializes in foreclosure and pre-foreclosure sales. We can help you sell your home to avoid a foreclosure from happening.

One method that’s typically used is a short sale. This involves having the bank agree to sell the home at its market value. It’s a good way to prevent foreclosure so you can get out of debt with minimal credit damage.

I am including my contact information below. Please let me know how I can help get you the best outcome possible. I look forward to hearing from you.

(Name)

(Phone number)

(Website)

 

9. Open House Follow Up

Serious,Businessman,Sit,At,Workplace,Office,Desk,Holding,Envelope,TakeIt’s advisable to follow up with potential buyers after they attend your open house. It gets them thinking about the home. And even if they are not interested, it’s possible that they will use your services to find another home.

To facilitate the process, it’s best to have guests sign in with their contact information when they attend. Then follow up by sending them a letter similar to this one.

Hello ___________,

It was nice meeting you at the open house at ________ address this past (day of the week).

Please feel free to contact me if you have additional questions concerning the property or if you’d like to schedule a private showing. If the home does not meet your needs, I have other properties on the market that may be more suited to your tastes.

Feel free to get in touch to find out how I can assist with the home buying process. My information is listed below.

(Name)

(Phone number)

(Website)

 

10. Low Inventory Alert

Young,Woman,Writing,A,Letter.Low inventory means it’s a prime time to sell. It means there are a shortage of homes for sale in the area so sellers can get high prices for their property.

Many homeowners don’t pay attention to the market unless they are looking to sell. A low inventory alert letter will let them know that now’s a good time to think about putting their home on the market. And if they make the move, it’s likely they will choose you as an agent.

Here’s an example of a prospecting letter may seal the deal.

Hello _________,

I’m sending this letter to let you know that after a considerable slump, the real estate marketing is bouncing back. It is currently a seller’s market. The low inventory means people are looking to buy. Sellers can take advantage of multiple offers and maximum profits.

If you would like to strike while the iron’s hot, I’d be glad to sit down with you and share some comparison data so you can see how much your home is likely to be worth. You can get in touch with me by texting or calling. My phone number is listed below.

(Name)

(Phone number)

(Website)

 

11. Local Business Prospecting

Stack,Of,Vintage,Letters,,Pen,And,Inkwell,On,A,WoodenPartnering with local business is a great way to bring in more resources for your open houses or events, as well as offer an incentive for the guests that show up. You can ask different brands or companies in your area to give you some of their products to auction off or do free giveaways if they attend your events. It will provide some exposure and free marketing to the local business, but can also be a great gift or giveaway for attendees.

The more partnerships you make in the community, the better. Those brands will then be able to name-drop you to customers, or let them know about upcoming open houses or events you may be hosting. It’s a win-win for everyone!

Hey _________,

I just wanted to let you know that my team and I are thoroughly impressed with the way your company has grown and become such an important fixture in [your community]. Congrats on building a brand that people actually care about. It’s no easy task, and you should be proud. 

That’s why I’m reaching out today. Our brand, [your team name], has been working on creating engaging experiences for prospective homeowners at all of our upcoming open houses. We are averaging 70 people per open house, all of them interested in buying a home in our lovely community.

We think adding your services would be an excellent way to welcome our open house guests as well as give you an opportunity to show off your

.

What day this week works for a quick call or better yet, a coffee meeting at [local coffee house]?

(Name)

(Phone number)

(Website)

 

12. Converting a Rental Into a Sale

Photo,Of,Blank,Envelope,On,A,Wooden,BackgroundAgents looking to convert an FRBO into a sale may present a letter similar to the following:

Hello ___________,

I just saw your listing for the home at (address) and want to let you know that you can double or triple your investment if you put the property on the market for sale. This will also eliminate the time and money you spend maintaining the residence.

Research shows that (type of property) homes in your area have gone up on price by (percentage) in the last five years. However, a downturn is predicted making now a great time to sell.

If you are interested in putting your rental property on the market for sale, let me know. I’d be happy to chat with you on the phone or meet up for a quick cup of coffee. My information is below.

(Name)

(Phone number)

(Website)

 

13. Corporate Relocation Specialist Referral Letter Template

African-american,Hr,Manager,Or,Employer,Reading,Cover,Letter,From,JobIf there are big national or global companies in your area, then they likely have many branches or locations where employees will be moving to or from. As an agent, you can choose to market yourself as a “Relocation Specialist” to help these employees find properties in their desired location. Let them know that you can help them find the best long distance mover, and provide them with a guide on how to move out of state successfully. If you help more than one employee from a specific company, be sure to note that you are familiar with their needs. You can also name drop them if your client is comfortable with that. It will be like a direct referral in the form of a relocation specialist.

Dear ___________,

Thank you for supporting the local economy in [city/county] with your business.

My name is [name] and I am a real estate [agent, broker] with [company name]. I specialize in helping businesses with corporate relocation. My work has allowed me to help [XXX number] of businesses successfully relocate employees into affordable housing, near [good public transit OR in walking neighborhoods OR with good schools and neighborhood amenities, and so on].

I would be happy to speak with you to discuss the current housing market in [city, state] and learn about your corporate relocation needs. I hope to hear from you soon. (OR: I will follow up with a phone call to schedule a meeting next week).

(Name)

(RE License #)

(Phone number)

(Website)

 

14. Listing Solicitation—Out of Town Owner

Business,Woman,Getting,Ready,To,Mail,A,Letter,Looking,SatisfiedOften times, investors living out of state happen to own property located in your market, and they may not be up to date on the local market conditions. These investors may not have a trusted real estate agent, either. This letter template provides a framework for you to show your local expertise and offer your professional services if they want to take advantage of a hot sellers market. This can be an easy job for you if you can convince them to sell as they tend to be pretty hands off. It’s always great to have a template like this in your back pocket if you come across a property with an out of town owner.

Hello ___________,

As you undoubtedly know, owning property that is located far away from you can be challenging. Problems tend to become magnified by distance and often lead to anxiety and frustration.

Right now, we are experiencing an exceptional market.

Despite current market conditions, we are selling property. I believe that we can sell your [three-bedroom home] in [Midvale Heights] at an attractive price. In fact, we would be happy to prepare, without obligation to you, a comparative market analysis to show you what you might expect to receive from a sale in the present market.

I will be calling you in the next few days to ascertain your interest in selling your property. Call me at [phone number] if you would like more information about what we can do for you.

Yours truly,

(Name)

(Phone number)

(Website)

P.S. If you have already listed your home for sale with another agent, please disregard this letter.

Enclosure: Card

Conclusion

Prospecting letters may seem old-fashioned, but they yield a high ROI and they can be quite effective. The templates above will help you create a letter that converts. We wish you the best of luck reaching your business goals.

Chris Heller Headshot

About the Author

Chris Heller brings 27 years of experience in real estate. Chris serves on the AgentAdvice Editorial Board and is the Chief Real Estate Officer at OJO Labs. Chris brings deep expertise having held influential industry positions including CEO of mellohome and former CEO of Keller Williams Realty International.

Last Updated: 12/1/2022

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