Even in the age of TikTok, real estate prospecting letters are still one of the best ways to generate leads.
There are two main reasons why prospecting letters work so well. First, demographics. According to the National Association of Realtors’ 2023 report, the median age of homesellers held steady at 60 years old last year. Data show this age group is the most likely to respond to traditional mail and the least likely to use social media regularly. The second reason is the lack of competition. Chances are the other agents in your office are hunched over their laptops, trying to master Facebook advertising instead of writing letters. That gives you an edge.
In this article, Jodie Cordell and I share 15 of our best real estate prospecting letter templates to help you write your own letters. Read on to see some samples that might work for you. We’re also sharing 26 templates, including the 15 in this article, that you can download as a PDF below.
Expired Listing Prospecting Letters
1. Older Expired Listing Letter
Contrary to what many agents think, older expired listings can be a better source of seller leads than recently expired listings. That’s the case for one simple reason: The other listing agents in your farm area ignore them. Instead of getting ten cold calls and five flyers a week, chances are they aren’t getting any. Here is a prospecting letter you can use to get their attention and schedule a call:
Dear {first name},
Timing the real estate market to sell your home quickly and for the best price can sometimes be more art than science. The market doesn’t care when we want to sell or for how much, which is why so many gorgeous and well-located homes like yours end up unsold. This is why the system I use to sell homes doesn’t rely on timing the market. Let me explain:
Since we can’t control the market, we control the strategies we use to price and promote your home so we get you the best value—regardless of what the market is doing. If you want to sell today, my system can maximize your return.
- My pricing strategy—the science—comes from {years} of selling homes in {farm area}.
- My marketing strategy—the art—leverages cutting-edge digital marketing to drive 5x the number of leads to your property. The math is simple: More leads = a faster sale for more money.
If you’re interested in learning more about my unique strategy to sell your home or just want to chat about the market, please text me at the number below or visit my website.
Sincerely,
{your name}
{your cell phone number}
{your website}
Once you get a response, use my expired listing scripts and objection handlers below to seal the deal.
The 26 Best Expired Listing Scripts + Objection Handlers
2. Recently Expired Listing Letter
Recently expired listings can also be an excellent source of leads. After all, you know they wanted to sell, and unlike older expireds, chances are better than average that some of them actually still need to sell.
Like older expireds, price is usually the main reason their homes didn’t sell. The owners might not have listened to their listing agent when they recommended a lower price, or—even better for you—maybe their listing agent wasn’t confident enough to ask them to lower the price in the first place!
The trick to writing a letter that persuades these owners to relist their home is simple. Empathize with their problem and offer a novel solution to fix it. In this letter, we shift the blame from the seller or agent to the buyer’s lack of imagination and offer a simple, tech-savvy solution:
Dear {first name}:
As a Realtor of {#} years in the {your farm area} community, I was surprised to see that your home did not sell. It has {a unique feature of the home} and {a desirable feature of the home} that many {your farm area} buyers who call our office are looking for. In fact, I sold {local comp you sold} to a couple relocating from {city} recently for well above asking. They were in love with the neighborhood, and after my presentation, they fell in love with the home too.
So why did this home sell over asking while yours didn’t? Simple. Most buyers have a hard time imagining themselves living in any new home. Sometimes, we need to nudge them by showing them exactly what a home could look like once renovated.
This is actually a lot easier and more affordable than it sounds. Using state-of-the-art virtual staging tools, my team creates realistic renderings of what your home would look like renovated and decorated to house hunters’ tastes. When buyers see the renderings, their faces light up, and they start to see the actual potential in your home.
I would love 10 minutes of your time to show you some of the creative virtual staging and renderings I’ve used to sell other homes in your neighborhood to see if they might work to sell your home for over asking, too.
Text me at the number below to set up a time for a quick, no-pressure Zoom call. I think you’ll be pleasantly surprised with the results.
Sincerely,
{your name}
{your cell phone number}
{your website}
FSBO Prospecting Letters
Homeowners who put their properties up for sale without the help of a listing agent are a common target for lead generation. The two letters below do a great job of zeroing in on common FSBO objections.
3. FSBO Marketing Secrets Letter
There is a simple two-step formula for writing effective FSBO prospecting letters. First, boost their ego a bit by acknowledging something they’re doing right selling their own home, then introduce doubt about them actually getting the best price with the least amount of stress on their own. This is a classic sales technique and works wonders on stubborn FSBOs who think they can do it all. Try it!
Dear {first name},
Right now, you are probably wondering why I took the time to write you a letter instead of sending an email or (heaven forbid) cold calling you at dinnertime like other agents do. The answer is simple. I know that the secret to great marketing is making a personal connection. I also know that calling you at dinnertime or pestering you with endless emails is the wrong way to make that connection.
When it comes to selling a home in this market, connecting with potential buyers is more important than ever. If you don’t, you’re leaving money on the table. The problem? Making a personal connection through marketing is harder than it sounds. It takes skills that only come from years of trial and error.
If you have five minutes this week, I would love to get your feedback on my custom marketing plan for your home. From my experience, this strategy helps make that personal connection with buyers and gets your home sold faster and for more money.
You can download the plan for free on my website: {your website url}/{their address} or send me a text on my cell below.
Sincerely,
{your name}
{your cell phone number}
{your website}
The Ultimate Real Estate Listing Marketing Plan (PDF Checklist)
Pro Tip: Follow Up With a Handwritten Card (Even if You Have a Doctor’s Handwriting)
Did you know that a study in the Journal of Consumer Research found that people form stronger emotional connections with products that use handwritten typefaces? It sounds weird, but it makes sense when you think about it: People want to connect with other people, not companies.
So if you want your prospecting to stand out, get read, and actually make your phone ring, putting pen to paper is the way to go. Handwrytten makes that easy. The company uses advanced robotics to write unforgettable handwritten cards so you can get more listing appointments no matter how terrible your handwriting is.
4. FSBO Free Advice Letter
Offering free, actionable, hard-won advice on how to market their homes is another great way to persuade a FSBO that you are there to help, not sell. Here’s a good example:
Dear {first name},
I wanted to congratulate you on the success you’ve had so far in listing your home on your own. Marketing homes is not easy, and I love how you {something they’re doing right with their listing, such as persuasive copy or nice pictures}. That’s something that some agents skimp on, so kudos for doing a great job with it.
That said, I think your {something they are doing poorly} can use some work, and I wanted to offer some quick and free advice on how to make it better.
First, you need to {actionable way to improve}, which you can do by {specific way to do it}. If you decide to take my advice, I would love to know how it works out.
Of course, as you may be discovering, selling a home is a lot of work, and the trial and error involved can mean a slower sale, or even selling for a lower price. I can help you save time and money on that trial and error, and since I have {#} years of experience selling homes in {your farm area}, I’m confident that the price of my commission will be covered by the higher price I can get for your home.
If you’d like to talk more about how I can sell your home faster and for a better price, please text me on my cell below.
Sincerely,
{your name}
{your cell phone number}
{your website}
The 9 Best FSBO Scripts (+ Why They Work)
FRBO Prospecting Letters
Similar to FSBOs, owners who rent their properties out might actually be better off selling them. These two letters shift the owner-seller approach to meet these local entrepreneurs where they are.
5. FRBO Market Research Prospecting Letter
If you’re trying to get listings from rental property owners, you need to get straight to the point and talk like an investor. That means one thing and one thing only: Tell them right away that you can get them a better return on their investment than they are getting now.
Dear {landlord’s name},
I just came across your rental listing at {address of FRBO} and wanted to let you know that you could very easily double or triple your investment tomorrow by putting your property on the market.
Even in this market, my research shows that {type of property} homes like yours have gone up more than {percentage} in the last five years. However, trends are indicating a slowdown on the horizon due to new development and new regulations that may kill investment values.
If you have a few minutes for a coffee sometime this week, I’d love to show you my research in detail. You might be surprised at what your {type of property} is worth in today’s market. Or, if you prefer, text me at my cell phone number below and I can send you a free PDF with my analysis.
Best regards,
{your name}
{your cell phone number}
{your website}
6. FRBO Listing Pitch Prospecting Letter
If you already work with investors who are interested in purchasing a home that’s currently being rented by its owner, you have a great advantage that’s worth pointing out in your FRBO letter.
Dear {landlord’s name},
I was showing properties to an investor I work with and {s/he} is very eager to purchase a property in {FRBO location}. I know you own {property address} and I wanted to see if you might be interested in selling it or any other properties in your portfolio.
I know we are in a tricky market right now, but there are still some exciting deals to be made. And if you’re thinking of buying and have five minutes to chat, I would love to hop on a call to tell you about a few properties in the area.
Please send me a text or give me a call to discuss. If you prefer to meet in person, my office is in {neighborhood} and I frequently work out of {local coffee shop}. I would be happy to buy you a coffee and chat about the market.
Sincerely,
{your name}
{your cell phone number}
{your website}
7. Absentee Owner Prospecting Letter
The struggle for property owners who don’t live in the area is real. It’s not uncommon for a homeowner to have to move before they can sell, or inherit a property in another area they don’t live in. These unexpected landlords practically have to hire someone to manage their rental on their behalf. But you can offer a solution to their long-distance rental woes.
Dear {landlord’s name},
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.
Despite current market conditions, my brokerage is selling property at a brisk pace. I believe that we can sell your {type of home} in {your market community} 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. Text or call me at my cell phone below if you would like more information about what we can do for you.
Sincerely,
{your name}
{your cell phone number}
{your website}
Real Estate Farming: How to Become the Go-to Agent in Your Neighborhood in 2023
Sphere Prospecting Letters
Expanding your sphere of influence is another great way to generate leads. Here are two different messages to send, depending on where you are in your career.
8. New Agent Sphere Prospecting Letter
Announcing your new career as a real estate agent to friends and family on Facebook is a great way to build your sphere of influence. The problem is that your post is too easy to ignore. A heartfelt letter isn’t. Most people in your sphere will be impressed that you actually took the time and effort to send one. That alone makes it worth it.
Real estate coach Sean Moudry’s sphere letter below is a great example of this kind of prospecting letter. Hit your strengths as a new agent, and remind them they have you as an insider in the real estate industry.
Dear {name},
If you’re anything like me, chances are you’re only reading this letter out of sheer curiosity. After all, why would someone go through the trouble of writing a letter in {year}? What could possibly be so important that Facebook, Instagram, email, texting, and LinkedIn just aren’t good enough?
Why did I go the extra mile here? Simple. I think that big changes lead to big opportunities. Let’s start with the changes: Last month, after {years} in {previous industry}, I proudly joined {your brokerage or team}, one of the most respected and talented {brokerages or teams} in {your farm area}.
Now for the opportunities. Here are some of the potential benefits of having a personal real estate insider in {your farm area} that you might not have thought of:
- Integrity: I will answer any real estate questions you have with full transparency and honesty.
- Access: I can hunt down information on any property you’re curious about, anytime you need it.
- Accountability: Since we are personally connected, I have a financial and social obligation to work harder for you than any other agent in {your farm area}. But I don’t want you to hire me just because we are personally connected. I plan to earn your business.
If you have a few minutes this week, I would love to buy you a cup of coffee at {local coffee shop} to talk about the market and how I can help you achieve your real estate goals this quarter, this year, and for many years to come.
Sincerely,
{your name}
{your cell phone number}
{your website}
How to Switch Real Estate Brokerages in 2024 (+ Template & Checklist)
9. Referral Request
For most agents, referrals are the largest pool of prospects they can tap into. Why not reach out directly to your sphere of influence and just ask them if they know anyone that might need your services? It’s also a great way to remind them you’re their friendly neighborhood real estate pro.
Hi {name},
I hope this letter finds you well. Can you believe how fast time is flying by? It feels like just yesterday we {shared memory or event, like closing on their home}.
I’ve been up to some exciting things in the real estate world, helping people find their dream homes and make smart real estate investments. It got me thinking—who do I know who might be looking to make a move or invest in property? And, of course, you came to mind.
I’m not asking you to pack up and move (unless you secretly want to), but if you happen to know anyone—friends, family, coworkers, or even your neighbor—who’s thinking about buying or selling real estate, I’d be super-grateful for the heads up.
Word of mouth is powerful in this business, and I know that if you recommend someone, they must be amazing. If there’s anyone you think could benefit from my real estate prowess, just drop me a line. A simple “Hey, my friend might be interested—I’ll connect you guys!” would be pure gold.
And, of course, if you ever want to chat about real estate, life, or anything in between, my door (or phone) is always open. Catching up would be fantastic. I’ll buy the coffee!
Thanks for being awesome, {friend’s name}. Looking forward to hearing from you soon!
Warm regards,
{your name}
{your cell number}
{your website}
10. Local Business Prospecting Letter
Getting to know entrepreneurs in your community serves many purposes: They might come to you with their real estate needs, but also they have the potential to become an important affiliate partner or refer you to their customers.
Hey {business owner’s name},
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}. Building a brand that people actually care about isn’t easy, and {your farm area} wouldn’t be as fun without {their business name}.
That’s why I’m reaching out today. My brand has been working on creating engaging experiences for prospective homeowners at open houses. I am averaging {approximate number of attendees} people per open house.
All of them are interested in buying a home in {your farm}, and a warm welcome with your {their product or service} would be an excellent way to introduce them to the community. Adding your services would be an excellent way to welcome our open house guests and allow you to show off your {product they sell}.
What day this week works for a quick call—or better yet, a meeting over coffee at {local coffee house}?
Best regards,
{your name}
{your title}
{your cell phone number}
{your social media and website links}
14 Clever Real Estate Prospecting Ideas to Boost Your GCI
Divorce, Probate & Preforeclosure Prospecting Letters
Homeowners working through divorce, bankruptcy, or probate often need to buy or sell a home. If you have thick skin and specialize in quick, painless transactions, these clients can be a great source of new business.
11. Experienced Agent Divorce Prospecting Letter
Since transactions after a divorce are often stressful, you need to be on top of your game to work divorce leads. This is why we generally recommend newer agents avoid them entirely until they get a few years of experience under their belts. If you’re an experienced agent ready for a potentially rocky deal, here is a letter you can use to get divorce leads.
Dear {name},
Let’s face it. Buying or selling a home in {your local market} is hard. Add in the stress and confusion of a divorce, and it becomes 10 times harder. Hire a real estate agent who has never worked with clients who are getting divorced before, and it becomes 20 times harder. The good news is that it doesn’t have to be.
Throughout my {#} years working as an agent in {your farm area}, I have helped many clients smoothly navigate the tricky process of buying and selling homes after a divorce. Many of them have said that after their families, friends, and attorneys, they valued my help most of all. I’ve included {#} testimonials from former clients at the end of this letter.
My {#} years of experience can help de-stress buying or selling after a divorce. Here are a few things I’ve learned over the years to help close real estate transactions after a divorce with as little stress as possible:
- Experience matters: New agents are often so hungry to close a deal that they fail to guide you through the process smoothly. They usually end up adding stress when they should be helping to reduce it. With {#} years in real estate, I have the experience you need.
- Integrity matters: Since you likely need to buy or sell quickly, many agents will rush you through the process—again, adding stress when they should be helping to reduce it.
- Skills and empathy matter: While many agents just offer empathy, I offer something far more valuable: the marketing, sales, and negotiation skills to de-stress your transaction as much as humanly possible.
If you would like to talk over your options for buying and selling real estate or just need some quick advice, you can text me 24/7 at {your cell phone number}.
Sincerely,
{your name and title}
{your cell phone number}
{your website}
{testimonials from former divorce clients}
How to Work with Real Estate Divorce Leads the Right Way
12. Probate Prospecting Letter
Like divorce transactions, probate listings come with so much stress and red tape that we generally don’t recommend them for new agents. While it’s true that probate listings tend to sell quickly, dealing with grieving families and lawyers takes patience and a few years of experience. If you’ve done your homework and feel ready to take on the challenge, here is a letter that offers empathy and shows off your skills as an agent.
Dear Mr./Mrs./Ms. {last name},
I am writing to you to offer my condolences for your recent loss. I did not know {decedent’s name} personally, but having been through this myself, I know how surreal and stressful it can be to navigate the labyrinth of lawyers, paperwork, and red tape that comes along with the grieving process.
I know it’s a small consolation, but I would like to help you alleviate some or all of that stress so you can focus on remembering {decedent’s name}. I have been an active Realtor in {your farm area} for {# } years and as you can see from the testimonials attached to this letter, I have extensive experience selling homes quickly, and without the stress of hard-sell negotiating with deal-hungry investors, or endless open houses that most Realtors use to find clients for themselves rather than to sell your home.
My promise to you is that I will never waste your time, and will only act in your best interests—always. If you would like to talk about next steps, please don’t hesitate to send me a text or call me on my cell below.
Sincerely,
{your name and title}
{your cell phone number}
{your website}
{testimonials from former probate clients}
13. Preforeclosure Home Prospecting Letter
Preforeclosure letters are not easy to write, but in a recessionary economy, your letter and your services just might help someone out of a tricky financial situation when they most need it. The key is to empathize with their situation and remain optimistic and realistic. People about to lose their homes are highly wary of scams and empty promises—and for good reason. Here is a sample letter you can use:
Dear {first name},
I know you’re probably tired of getting letters in the mail about your home, but I am writing you to offer you something most are not: hope. I won’t insult you and pretend this situation is easy, or that I have the perfect solution to save your home. Instead, I am offering two simple things: empathy and options.
- Empathy: I know this might not sound sincere from someone you don’t know yet, but I have helped many people in your exact situation get through this process with the least amount of stress possible. I will be your advocate, both legally and as a person with sensitivity and experience.
- Options: There are many ways to get through this process quickly and with the least amount of pain. A short sale—which will allow you to avoid foreclosure and rebuild your credit faster—is an option that many of my former clients chose as the best solution. I have extensive experience with the short-sale process and can be a staunch advocate for your best interests. But I’m happy to walk you through other choices if you’re interested.
If you have five minutes and an open mind, please call or text me at my cell number below to chat. I know it might not seem like it now, but this too shall pass. Hopefully, I can make it easier for you.
Sincerely,
{your name and title}
{your cell phone number}
{your website}
Buyer Prospecting Letters
Your listings also offer the perfect excuse to reach out to potential clients. In addition to circle prospecting opportunities, don’t forget to consider letters to your list of open-house attendees.
14. Open House Follow-up Prospecting Letter
If you want to make a more personal connection with your open house guests, a quick letter—or better yet, a handwritten card—will have an excellent return on investment. Just remember to keep it light, short, and friendly. Here is an example you can use for inspiration:
Dear {first name},
I just wanted to send you a quick note to personally thank you for coming to my open house at {open house address}. It is always a pleasure to meet new people in {your farm area}. I am passionate about serving {your farm area} and I genuinely believe that even small connections at events like my open house build stronger communities. Chocolate chip cookies certainly help!
If you ever need advice about this crazy real estate market or just want to grab a coffee sometime, please don’t hesitate to call or text me at my cell number below.
Best wishes,
{your name and title}
{your cell phone number}
{your website}
15. Cold Buyer Leads Letter
Sometimes a buyer finds their way into your funnel that is less responsive. Maybe they aren’t quite ready to start the homebuying process when they first find you. For example, maybe they downloaded one of your awesome lead magnets, but when you reached out to them, they were unresponsive. But a handwritten note can go a long way in building trust and reigniting your leads. Try using this template to get those sparks flying.
Hi {name},
I hope this note finds you well. I was going through my list of people I have been hoping to connect with and your name stood out.
I totally understand—life gets busy and buying a home may not be on the top of your priority list right now. The real estate world is a confusing place, and I’m sure it’s frustrating trying to navigate your way through it. But whether you’re ready to jump in feet first, or just test the waters, I’m here to help.
If you have questions, need advice, or just want to chat about the current real estate market, shoot me a text or give me a call. Coffee is on me.
Looking forward to hearing from you soon!
Warm regards,
{your name}
{your cell phone number}
{your website}
How to Write Prospecting Letters
As you can probably tell from the wide variety of templates above, there are as many ways to write a prospecting letter as there are agents in your area. That’s why I checked in with Jodie, a real estate agent with years of experience warming up leads and reaching out to prospects, to get her take on best practices to help you get better responses to your letters.
Copywriting is all about being persuasive and encouraging your readers to take action. Choosing the right words can make the difference between your letter generating leads and ending up in the waste bin. Here are a few things to remember when writing your prospecting letters.
Make It Personal
First, make sure you personalize your letter. Use the recipient’s name and take on a friendly tone. Don’t sound too professional or cold. Make your greeting feel warm, like you’re writing a letter to a friend.
Next, try using an attention-grabbing lede in your opening paragraph. The goal is to draw your reader in quickly before they toss your letter out with the recycling. When you use a strong hook to get your reader’s attention early in your writing, you’re more likely to draw them into your story and keep them interested.
Example: Are you leaving $80,000 on the table?
Example: Imaging waking up in the home of your dreams every morning.
Make a Connection
Once you’ve got your reader hooked and interested in what you have to say, it’s time to make a meaningful connection. The way you do that is by pointing out a challenge your reader is most likely facing and empathize with the situation they’re in. Let them know you understand where they are and how they feel.
Example: I understand how challenging the current market is and how it must be weighing on your decision.
Give Them Your Unique Selling Proposition
Now that you’ve made a meaningful connection with your prospect, it’s time to set yourself apart from your competitors. Share what you do that makes you a better choice than any other agent. What do you provide to your clients that other agents don’t?
Figure out the unique qualities you possess that make you the most amazing choice for your clients. You might even tap into what your past clients say in order to discover what others see in you.
Example: When you work with me, you’ll get an empathetic ear, a caring touch, my years of probate expertise, and the professionalism to see your transaction through smoothly.
Create an Inspiring Mission, Vision & Values Statement for Your Real Estate Business
Provide the Solution
You’ve introduced yourself, made a meaningful connection, showed empathy for their current situation, and shared what sets you apart from the competition. Now it’s time to present the solution to the prospect’s problem. In case you’re wondering what the solution is, it’s hiring you.
Example: Let me simplify your home sale, ensuring you get the highest price for your home in the least amount of time.
Include a Call to Action
Now that you’ve convinced them that you are the solution to their real estate needs, tell them what you want them to do next. This doesn’t have to be sleazy or pushy. Make it simple. Just give them some direction on how to get in touch with you so they can hire you.
Example: Send me a text or call me at the number below to get things started.
Finish Like a Champ
Be sure to thank them for reading your letter and considering you for their real estate needs. It’s the courteous thing to do and you want to end on a positive note. Also, don’t forget to include all of your contact information under your signature. You might want to include your website (especially if they can find testimonials there) in case they want to learn more about you.
Over to You
Have an amazing real estate prospecting letter that converts well for you? Let us know about it in the comment section.
Tell us about you so we know what to send.
