A large portion of marketing for real estate takes place before pen is put to paper on a promotional campaign. The importance of research and planning cannot be overemphasized when it comes to direct mail advertising. While there are assistive software products available which can help professionals compose letters that get results, these aids are of no help unless the right context is in place to hold the content.

Two Approaches to Marketing for Real Estate

Broadly speaking, there are two schools of thought when it comes to writing sales letters and solicitations for the housing market. Some real estate professionals prefer to maintain a purely informational tone, which describes the buying and selling process to prospective clients, explains housing trends and how they affect the client’s prospects, and invites consumers to get in touch if they desire further information. This kind of no-pressure, no-obligation approach can generate multitudes of sales leads when properly applied.

The other broad trend in real estate marketing sacrifices the informative approach for promotional language. These campaigns aim to sell the agent or broker as a results-oriented, savvy, in-the-know professional who’s helped dozens of people just like the reader. This style of advertising is generally more effective for unsolicited direct mail campaigns, while the informational approach tends to work better on referrals and past clients who are being groomed for future business.

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