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.

Download Our 26 Best Real Estate Prospecting Letters

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:

Once you get a response, use my expired listing scripts and objection handlers below to seal the deal.

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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:

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!

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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.

Check Out Handwrytten Today

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:

Related Article
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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.

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.

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.

Related Article
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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.

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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.

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.

Related Article
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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.

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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.

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:

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:

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.

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. 

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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.

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