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Unsolicited mail is just not lifeless; it simply must be reimagined. I interviewed 10 brokers and business specialists to establish 16 examples of unsolicited mail items which can be constructing manufacturers and producing outcomes proper now.
The next examples embrace Simply Bought letters and postcards, letters and postcards for geographical farms, expired campaigns, and traditional brand-building campaigns with up to date twists.
These first 4 examples embrace variations of unsolicited mail campaigns from Tom Ferry and Jimmy Mackin, co-founders of Itemizing Leads. The remaining are examples from brokers actively utilizing unsolicited mail of their companies now.
In case you’re trying to improve using unsolicited mail in your online business, that is the article for you.
Simply Bought story mailer, Noah Escobar
Noah Escobar, out of the 30A market within the Florida panhandle, put a spin on a reimagined Simply Bought marketing campaign from Ferry and Mackin. They shared that the typical Simply Bought postcard says issues like offered in three days, a number of affords, and offered above checklist worth.
They went on to say that sharing these bullet factors can lead householders to suppose the method is simple and that actual property brokers are overpaid or, in some circumstances, not even wanted.
They instructed sharing the story of what the agent did to get the house offered shortly, how they generated a number of affords and the way they negotiated for the best worth doable for his or her consumer. Primarily based on that suggestion, Escobar created the letter under.
He additionally applied one of many ideas Mackin made about creating curiosity by way of the headline of the letter. On this mailer, Escobar begins on the prime of the web page saying. “Did you hear about your neighbor?” That is the highest fold of the letter, and it’s positioned within the envelope the place it jumps out on the house owner as quickly as they open it.
He then creates a storyline that goes over the method from the house owner initially reaching out to him to the advertising course of he used and the method of negotiating the next worth and nice phrases for his vendor. The usage of a QR code to indicate the standard of his video advertising is an instance of displaying his advertising as an alternative of simply telling about it.
This can be a nice instance of how one can reimagine your Simply Bought campaigns.
Simply Bought with a twist, Collins Group Realty
The following instance comes from Chip Collins of Collins Group Realty, serving the Lowcountry of South Carolina. That is an instance of a extra conventional Simply Bought card with just a few trendy upgrades. He utilized one other suggestion Mackin and Ferry manufactured from utilizing an incorrect Zestimate from Zillow to seize the reader’s consideration.
On this instance, you’ll discover that they boldly state, “Zestimate was incorrect! We offered for $510,000 over Zillow” with a name to motion of “Ask Us How.” Collins additionally used the principle line of “One other Sea Pines Residence Bought.” The delicate addition of “one other” highlights their successes within the neighborhood. The usage of the QR code that results in a group video is an effective way to introduce the group as properly.
Zestimate letter, Fissori Actual Property Staff
The Zestimate letter is a personalised mailer to a home-owner that’s used to generate itemizing alternatives. That is an instance of the technique, taught by way of Itemizing Leads, from Kathy Fissori and Peter Joehnk with the Fissori Actual Property Staff serving the San Luis Obispo County markets in California.
This technique entails screen-capturing the Zillow Zestimate for a particular residence. Lots of the Zestimates are low in comparison with the true worth of the house. This creates a possibility for a mailer just like the one under to generate itemizing alternative conversations. Including a yellow sticky word with a handwritten message just like the one on the letter under is one other approach to personalize the letter much more.
Expired letter for outcomes, Itemizing Leads, Jimmy Mackin and Tom Ferry
The final instance from Itemizing Leads is a letter for expired listings. This letter makes use of a copywriting framework known as PAS, which is an acronym for ache, agitate and resolution.
P: Ache
The start of the letter calls out the ache of the house not promoting.
A: Agitate
The agitation portion consists of recognizing their frustration, disappointment and annoyance on the barrage of calls from brokers to relist their residence.
S: Resolution
The answer on this letter consists of that you simply’ve already recognized how one can assist alleviate their downside another way than the opposite brokers reaching out to them.
That is an efficient letter for brokers wanting so as to add expired itemizing prospecting to their lead technology methods in 2025.
6-24 month-old expired itemizing letter, Jake Garay
Because the market normalizes, we proceed to see extra expired listings. Nice advertising typically entails figuring out a bunch of prospects which have a necessity and that few rivals are specializing in. Then crafting a message that captures the prospect’s consideration in a approach that leads them to take motion.
That’s precisely what Jake Garay with the Garay-Michaud group serving the Hudson Valley of New York does with the letter under. It’s directed at householders who had their residence on the market, however the itemizing expired 6-24 months in the past. This precise letter has generated three offered listings in extra of $1,000,000, one other nice instance of efficient messaging to a receptive group of prospects.
Geographical farming: Dump or donate occasion, Julie Colin
Julie Colin, out of St. Louis, Missouri, makes use of native occasions to supply worth to the neighborhoods she farms. One among these occasions is her “Dump or Donate” occasion that she does within the spring. This occasion entails organising a dumpster and a Habitat for Humanity truck close to a neighborhood so the residents have a approach to declutter and spring clear their residence or storage.
The postcard under highlights the efficient occasion that units Colin aside because the neighborhood useful resource for something the residents want. Efficient advertising isn’t nearly actual property, and this can be a distinctive instance of a value-added service that can in the end be rewarded with enterprise.
Geographical farming: Consistency for recognition, Jason Gruner
Consistency is essential to model consciousness in geographical farming. Jason Gruner, out of Nashville, Tennessee, makes use of a easy, constant postcard format to make the most of 4 advertising alternatives for his listings. This compounds the house owner’s publicity to his enterprise and showcases his successes within the space.
Geographical Farming: Neighborhood Market Overview, Jason Gruner
The following instance comes from Jason Gruner as properly. On this postcard, he focuses on making the neighborhood the star. He limits his branding and drives the house owner to a video overview of the market by way of a QR code. This can be a piece that might be despatched month-to-month, quarterly or as an end-of-the-year evaluate for a specific neighborhood.
Geographical farming: Outcomes-driven postcard, Collins Group Realty
Collins Group Realty creates clear postcards with clear messaging on the results-driven worth they bring about their shoppers. The messaging consists of bullet factors on their methods and the way they help their shoppers by way of the method. That is an instance of a postcard that grabs the eye of the house owner contemplating promoting now or sooner or later.
Geographical farming: Neighborhood-specific outcomes, Collins Group Realty
The extra particular the messaging, the higher the outcomes. That is one other instance of how Collins Group Realty makes use of inventive messaging to seize the prospect’s consideration and spotlight their successes because the market chief in a particular neighborhood. This comes as a folded card, creating a distinct packaging than the everyday postcard. This helps the piece stand out much more.
Sphere of affect playing cards: Branding postcards, Heidi Harris
Heidi Harris, with the Residence Candy Heidi Staff out of Raleigh, North Carolina, makes use of postcards to communicate together with her sphere of affect and previous shoppers. She maps out her month-to-month mailers for the 12 months at first of the 12 months to ensure she stays prime of thoughts with the group of people that ship her the overwhelming majority of her enterprise.
These mailers are much less about actual property and extra about model consciousness. The next are just a few examples of the mailers she did this previous 12 months to this viewers.
Recipe playing cards with video for connection, Reganne Queen
Reganne Queen, out of the Fort Cavazos space of South Texas, makes use of recipe playing cards with a twist to attach together with her perfect shoppers. She makes use of the entrance of the cardboard to introduce herself and to attach with different navy spouses and mothers.
She then offers a recipe card, however her differentiator is that she makes use of a QR code the place individuals can go to a video of her cooking the recipe. This distinctive spin on the standard recipe playing cards some brokers have used previously has led to 2 listings.
The rationale unsolicited mail continues to be utilized is as a result of it really works. The secret’s to establish the kinds of mailers that mirror who you might be and which can be directed at your perfect shoppers. By consistency and creativity, unsolicited mail might be one of many essential methods that assist you might have your greatest 12 months ever in 2025.
Jimmy Burgess is an actual property agent and nationwide group builder with Actual Brokerage in northwest Florida, servicing the 30A, Destin, and Panama Metropolis Seashore markets. Join with him on Instagram and LinkedIn.
