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Unsolicited mail is just not useless; it simply must be reimagined. I interviewed 10 brokers and business consultants to determine 16 examples of unsolicited mail items which can be constructing manufacturers and producing outcomes proper now.
The next examples embody 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 embody 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 the event you’re trying to improve the usage of unsolicited mail in your enterprise, 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 common Simply Bought postcard says issues like offered in three days, a number of presents, and offered above listing worth.
They went on to say that sharing these bullet factors can lead householders to suppose the method is straightforward and that actual property brokers are overpaid or, in some instances, not even wanted.
They instructed sharing the story of what the agent did to get the house offered rapidly, how they generated a number of presents and the way they negotiated for the best worth doable for his or her shopper. Based mostly on that suggestion, Escobar created the letter under.
He additionally carried out one of many strategies Mackin made about creating curiosity by way of the headline of the letter. On this mailer, Escobar begins on the high 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 and marketing course of he used and the method of negotiating a better worth and nice phrases for his vendor. Using a QR code to indicate the standard of his video advertising and marketing is an instance of displaying his advertising and marketing as an alternative of simply telling about it.
It is a nice instance of find out how to reimagine your Simply Bought campaigns.
Simply Bought with a twist, Collins Group Realty
The subsequent 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 a number of fashionable upgrades. He utilized one other suggestion Mackin and Ferry made 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 wrong! We sold for $510,000 over Zillow” with a name to motion of “Ask Us How.” Collins additionally used the primary line of “Another Sea Pines Home Sold.” The delicate addition of “another” highlights their successes within the neighborhood. Using the QR code that results in a crew video is an effective way to introduce the crew as nicely.
Zestimate letter, Fissori Actual Property Staff
The Zestimate letter is a customized mailer to a house 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 includes screen-capturing the Zillow Zestimate for a particular house. Most 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 be aware with a handwritten message just like the one on the letter under is one other option 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 referred to 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 contains recognizing their frustration, disappointment and annoyance on the barrage of calls from brokers to relist their house.
S: Resolution
The answer on this letter contains that you just’ve already recognized how one can assist alleviate their downside otherwise than the opposite brokers reaching out to them.
That is an efficient letter for brokers trying 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 and marketing typically includes figuring out a gaggle 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 crew serving the Hudson Valley of New York does with the letter under. It’s directed at householders who had their house 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 offer worth to the neighborhoods she farms. Considered one of these occasions is her “Dump or Donate” occasion that she does within the spring. This occasion includes establishing a dumpster and a Habitat for Humanity truck close to a neighborhood so the residents have a option to declutter and spring clear their house 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 and marketing 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 vital 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 and marketing 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 subsequent instance comes from Jason Gruner as nicely. 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 through a QR code. It is 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 purchasers. The messaging contains bullet factors on their methods and the way they help their purchasers 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 standard 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 keep up a correspondence together with her sphere of affect and previous purchasers. She maps out her month-to-month mailers for the 12 months firstly of the 12 months to ensure she stays high 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 a number of 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 splendid purchasers. She makes use of the entrance of the cardboard to introduce herself and to attach with different army spouses and mothers.
She then gives a recipe card, however her differentiator is that she makes use of a QR code the place folks can go to a video of her cooking the recipe. This distinctive spin on the normal recipe playing cards some brokers have used prior to now has led to 2 listings.
The explanation unsolicited mail continues to be utilized is as a result of it really works. The hot button is to determine the sorts of mailers that mirror who you’re and which can be directed at your splendid purchasers. By means of consistency and creativity, unsolicited mail might be one of many foremost methods that assist you might have your greatest 12 months ever in 2025.
Jimmy Burgess is an actual property agent and nationwide crew builder with Actual Brokerage in northwest Florida, servicing the 30A, Destin, and Panama Metropolis Seashore markets. Join with him on Instagram and LinkedIn.
