Real estate prospecting letters are powerful lead-generation tools, helping agents extend their market reach and reconnect with previous clients. They’re effective because you can target specific people and encourage them to take the next step. It’s also easy to track your campaign’s performance and make the necessary adjustments.
In addition, prospecting letters allow you to meet your leads in an intimate space — their inbox. Because it feels personal, they’re more likely to engage and convert into customers. You can increase returns even more by tailoring your prospecting letters according to their wants and needs.
Here are the top 14 prospecting letter templates you can use to grab the attention of potential clients and make a positive impression.
The Introduction Letter
Every relationship starts with an introduction. With real estate farming letters, you can present yourself as an experienced and trustworthy professional to a particular group or neighborhood. By sending it out to your local community, you can attract potential clients who don’t have a go-to agent yet.
Showcase your expertise and experience in your introduction letter to let people know you’re capable of helping them with their real estate affairs, whether they are buyers or sellers. Not only can it lead to transactions, but it can also start long-term relationships with valuable clients.
Here’s a template you can use to introduce yourself:
Dear (insert name of prospect client),
My name is (insert your name), and I’m a real estate agent under (insert company name).
I’ve been helping clients in (insert neighborhood) for (insert number) years, buying and selling homes. I’m introducing myself in case there’s anything I can assist you with. Should you decide to invest in a new home or sell your existing one in the future, I can make sure the process is as smooth as possible.
If you want to know more about my services or need insider information on the local market, please call me at (insert number). I’d be happy to talk!
Sincerely,
(insert name, signature, and contact information)
Home Appraisal Prospecting Letter
If you’re building your list of prospects with no specific target audience, free home appraisals are an effective way to attract people. You can send real estate letters to potential sellers who’ll benefit from your service.
You can mention the number of homes you’ve sold at high prices in the neighborhood. That will encourage people to get an appraisal of their own property. And if they like the price, they can put their house on the market and get you as their agent. You can use this template to promote your free home appraisals:
Dear (insert name of prospect client),
My name is (insert your name), and I’m a real estate agent working with (insert name of company). I appraise houses in (insert neighborhood), and many sell at high prices. The one at (insert address) recently sold at (insert price).
If you’re selling your house in the future, I can give you an appraisal free of charge. That way, you know your property’s value and can plan strategically. Feel free to contact me at (insert number). I hope to talk to you soon!
Sincerely,
(insert name, signature, and contact information)
For Sale By Owner (FSBO) Prospecting Letter
Some owners choose to sell their homes without the help of a real estate agent to avoid paying a commission fee. They want the best for their families and earn as much as possible from the sale. Houses like that are called FSBO. While real estate agents are often critical of FSBO property sellers, they deserve as much respect as other potential clients.
With an FSBO prospecting letter, you can express your intentions to help. Let them know that you want the best for them and can help them enjoy high returns on their home. FSBO property sellers usually face many setbacks and frustrations, so you can win their trust by providing solutions to these issues. This template can help you get started:
Dear (insert name of prospect client),
My name is (insert your name), and I work with (insert name of company). I saw your online posting and want to commend you on your beautiful home. You did a great job including high-quality photos and a detailed caption in your listing.
I’m reaching out should you need any assistance in selling your property. The process can be tedious and confusing, but I can help connect you to the right people and handle the paperwork. I can also answer questions about disclosures, pricing, or buyer financing.
I love helping people in (insert neighborhood) buy and sell property, and I would like to do the same for you. I’m here to help you move forward and achieve your goals for your family. Please don’t hesitate to call me at (insert number).
Sincerely,
(insert name, signature, and contact information)
Expired Listing Prospecting Letter
A listing expires when an agent fails to sell a property within the duration of the seller’s contract. While it’s a frustrating experience for the owner, it’s an opportunity for other agents to save the day. You can find expired listings by looking through public records.
You can use a real estate letter to reach owners with expired listings. Assure them of your dedication and showcase your abilities. That way, you can convince them to resell their home and trust you to handle the process.
This template can help you put your best foot forward:
Dear (insert name of prospect client),
I’m sorry your listing for (insert address) didn’t sell the first time. I know how frustrating it can be, as I’ve worked with many clients in the same situation. I’m reaching out to offer my help.
As I’ve learned from my (insert number) of years in real estate, there are two main reasons a house doesn’t sell. There’s either a lack of marketing strategy, or the price isn’t right. My unique approach tackles these issues, and it’s how I’ve helped my clients in (insert neighborhood).
I offer my clients a comparative market analysis for free and recommend the best pricing for their property. In addition, I tailor a marketing strategy for their listing to ensure high success rates.
If you’re open to relisting your home, I would be happy to interview for the job. Please call me at (insert number) if you’re interested.
Sincerely,
(insert name, signature, and contact information)
Low-Inventory Prospecting Letter
When there’s low housing inventory and a surplus of buyers, that’s the perfect time to attract potential sellers. It’s an advantageous time for them because they can sell their properties at higher prices. Many homeowners can’t read the market like you can, so sending out low-inventory letters can encourage them to take action.
If they decide to put their house on the market, there’s a good chance they’ll pick you as their agent because you’ve already reached out to them. You can take inspiration from this sample low-inventory letter:
Dear (insert name of prospect client),
I’m reaching out to let you know that it’s an ideal time to sell real estate. There’s currently a housing shortage and an influx of buyers, giving sellers the upper hand in pricing. Buyers are willing to pay above the asking price to land their dream property, allowing sellers to enjoy higher profits.
If you would like to take advantage of this opportunity, we can set up a meeting to talk more in detail. I can provide comparison data so you can gauge how much your property is worth. Please don’t hesitate to call me at (insert number).
Sincerely,
(insert name, signature, and contact information)
Renter Prospecting Letter
Real estate agents should include renters in their marketing strategy because some might be interested in buying their first home. They could be looking for a professional to guide them throughout the process. Sending out renter letters will help connect you to such people.
Use the letter to showcase your expertise and assure potential clients that you’ll be with them every step of the way. You can use this renter letter template as a guide:
Dear (insert name of prospect client),
Buying your first home can be intimidating, but you don’t have to go through the process alone. I’ve been helping first-time homebuyers in (insert neighborhood) for (insert number) years, and I would love to do the same for you. I can help you find the right home that meets your family’s needs and suits your budget.
I can also connect you to the right lender. You have plenty of options when it comes to financing, as many lenders offer special programs for renters and first-time homebuyers. If you want to explore your options, please don’t hesitate to call me at (insert number).
I look forward to helping you find your dream home!
Sincerely,
(insert name, signature, and contact information)
Open House Follow-Up Letter
Open houses are the perfect chance to connect with potential buyers. After each event, follow up with attendees through a letter. It will get them thinking about the house again. Even if they’re not interested in that particular one, they might still get you as their agent for other properties.
Remember to ask open house guests for their contact information so you can follow up with them after the event. You can use this template for your follow-up letters:
Dear (insert name of prospect client),
It was great meeting you at the open house at (insert address) last (insert day of the week). I love helping people find their dream home and hope to do the same for you!
Please let me know if you want a private viewing or have questions about the property. If it doesn’t suit your needs, I can recommend other houses that might be a better fit. I’ve had (insert number) years of experience in (insert neighborhood) and can guarantee there’s a perfect home for you!
Thank you, and I hope to hear from you soon. Please don’t hesitate to call me at (insert number).
Sincerely,(insert name, signature, and contact information)
Local Business Prospecting Letter
Real estate agents know how crucial it is to maintain relationships within the community. That includes local businesses. When you partner with them, you have more resources to work with for your open houses and marketing campaigns.
You can ask local brands to offer their products as giveaways or sponsor an event. In turn, they’ll get free exposure. Work out an agreement that will benefit both parties.
This template can help you get started on your local business prospecting letters:
Dear (insert name of business owner),
My name is (insert name), and I’m a real estate agent working with (insert name of company). I wanted to reach out and commend you for how you’ve grown your business over the years. It has become an essential part of the community.
Your brand aligns with our company’s values, and we would like to explore a business partnership with you. We think your products would be a great addition to our open houses and can help make our guests feel more welcome. At the same time, it’s an opportunity for you to show off your brand to a larger audience.
Let’s set up a meeting to discuss this opportunity in more detail. Please feel free to contact me at (insert number).
Thank you for your time, and I look forward to meeting with you soon.
Sincerely,
(insert name, signature, and contact information)
Referral Request Letter
Many real estate agents meet their clients through referrals from family, friends, or past clients. Buyers and sellers you’ve helped in the past have experienced your business ethics first-hand. They’ll naturally refer you to their circle if they had a positive experience.
However, you might have to remind them to do so. Sending a referral request letter can prompt them to refer you to their contacts. You can use this template to draft your letter:
Dear (insert name of past client),
It’s been a while, so I thought I would check in on you. I hope you’re doing well and enjoying your new home! I would love to hear about your experience. Feel free to contact me if there’s anything else I can assist you with.
Also, I’m available if anyone in your circle needs help buying or selling property. There’s currently a shortage of homes and a surplus of buyers, so the market can be a little tricky to navigate. I can help them through the process and ensure they get the price or property they deserve.
Please feel free to call me at (insert number) if you know anyone who needs help. As always, I’m grateful for your support and trust! I hope we can talk soon.
Sincerely,
(insert name, signature, and contact information)
Referral Lead Letter
If a past client refers a lead, you must jump on the opportunity immediately. Not only does that lead already have a positive image of you because of your shared connection, but they also have a specific need.
You can get things rolling by sending them a referral lead letter. It will let them know you’re eager to help them and put you on top of their list of prospective agents. This template can help you draft your letter:
Dear (insert name of referral lead),
My name is (insert your name) of (insert company), and (insert name of referrer) referred me to you. They’re a past client of mine, and I enjoyed helping them find their dream home. I would love to do the same for you since I heard you want to purchase a new house.
I’ve been helping clients in (insert neighborhood) for (insert number) years. I’m very familiar with the area and confident we can find a house that suits your needs. I hope we can sit down to discuss your goals and budget soon. I’d be happy to help you through the entire homebuying process.
Please don’t hesitate to contact me at (insert number) when you’re ready. I look forward to starting this journey with you!
Sincerely,
(insert name, signature, and contact information)
Interest Rates Prospecting Letter
Mortgage rates have been a favorite topic of conversation in real estate because of how volatile they have been. They dropped to an all-time low during the pandemic but are now soaring with inflation. Many homeowners don’t know about interest rate trends, so you can use that as an opportunity to help and connect with them.
You can time your prospecting letters when interest rates dip to encourage potential clients to take action. This template can help you create a draft:
Dear (insert name of prospect client),
My name is (insert your name), and I’m a real estate agent with (insert company). Mortgage rates have been in constant flux recently, making it difficult for buyers to time their purchases. The good news is they’re currently at their lowest since (insert month), so it’s a great time to buy your dream home.
I’d be happy to help you through the homebuying process. I can also connect you to a lender that can give favorable loan terms and rates. Let’s set up a meeting to discuss your plans in more detail. Please don’t hesitate to contact me at (insert number) when you’re ready to move forward.
I look forward to talking to you soon!
Sincerely,
(insert name, signature, and contact information)
Preforeclosure Prospecting Letter
Homeowners facing foreclosures never want to be in that situation. It’s a scary and stressful experience for them, so bring up the topic with as much respect and sensitivity as possible.
If you have vast experience in foreclosures and can help potential clients with their problems, you can contact them with a letter. Focus on positive outcomes, as you can see in this template:
Dear (insert name of prospect client),
My name is (insert your name), and I’m a real estate agent specializing in foreclosures and short sales. The economic recession is leaving homeowners in unfavorable circumstances. Navigating a foreclosure can be tricky, but I would like to help you through it and explore better alternatives.
One option we can consider is a short sale. You and I will agree with your lender to sell your property at market value. The price we agree on will most likely be less than the remaining balance on your mortgage. Transferring your property to a new owner will relieve most of your financial burdens and lessen your lender’s risk.
A short sale presents many challenges, but I know the ins and outs of the process and will be with you every step of the way. If you or someone in your circle is in this situation, you can contact me at (insert number). I’d be happy to be part of the solution.
Sincerely,
(insert name, signature, and contact information)
Many real estate agents overlook FRBOs, but they can be a lucrative source of new clients. All landowners will eventually put their investment property on the market. And they usually do so when they’re not earning because of a lack of renters.
You can help them find renters or persuade them to sell their property. Either way, it’s a win for you. Here’s a template that can help you draft your FRBO letters to send out to these owners:
Dear (insert name of prospect client),
My name is (insert your name), and I’m a real estate agent working with (insert name of company). Congratulations on taking the first steps to renting out your home! I saw your listing on (insert platform), and you did a great job with the photos and description.
I’m reaching out in case you need any help because I know how tough the market is. If you’re having trouble, I can help you find renters and earn a higher monthly income. I can also assist you through the selling process should you decide to put your property on the market. Selling can triple your investment and eliminate maintenance costs.
Let’s meet over a cup of coffee to discuss your options. I’d be happy to share my knowledge. Please don’t hesitate to contact me at (insert number).
Sincerely,
(insert name, signature, and contact information)
Probate Prospecting Letter
When a person dies and leaves their property behind, it has to go through a legal process called probate. Probate sales are complicated but are attractive to buyers because they’re less competitive and more affordable.
You can reach probate home sellers through real estate letters. However, remember that these owners are going through a difficult time of loss, so be as sensitive as possible. This template can help you draft an appropriate letter:
Dear (insert name of prospect client),
We offer our condolences to you and your family for the passing of (insert name of deceased). We hope to help in whatever way we can during this difficult time.
We understand that you need to make arrangements for the house at (insert address). We’re ready to offer our professional assistance in this matter if you need it. We know how stressful probate is and would like to lighten your burden.
Please don’t hesitate to call us at (insert number). We’re available whenever you’re free to talk.
Sincerely,
(insert name, signature, and contact information)
Emailing prospecting letters may seem old-fashioned, but it works in the real estate industry. While social media marketing strategies can also be effective, prospecting letters feel more personal and will generate eager responses from potential clients. The templates above can help you craft strategic prospecting letters and target specific people in various life situations.
