© Grand Avenue Realty & Lending Inc
F
R DEMO PURPOSES:
To purchase, call (803) 252-7500 or visit: www.CarterRealtors.com
I
NTRODUCTION
................................................................................................................7
Who Should Use This Book ......................................................................................7
Why Direct Mail? .....................................................................................................8
Business Reply Card ...............................................................................................10
Bulk Mail................................................................................................................10
P ROSPECTING , G ENERAL ...............................................................................................11
New Agent #1 .........................................................................................................11
#2 ....................................................................................................................12
Part-time Converting to Full-time Agent..................................................................13
Professional Series #1 .............................................................................................14
#2 ....................................................................................................................15
#3 ....................................................................................................................16
Agent Promotion.....................................................................................................17
Personnel Managers #1 ...........................................................................................18
#2 ....................................................................................................................19
#3 ....................................................................................................................20
Offering to be a Speaker #1.....................................................................................21
#2 ....................................................................................................................22
P
ROSPECTING FOR
S
ELLERS
..........................................................................................23
Farming Subdivisions #1.........................................................................................23
#2 ....................................................................................................................25
#3 ....................................................................................................................26
#4 ....................................................................................................................27
#5 ....................................................................................................................28

#6 ....................................................................................................................29
Follow-up #1 ...................................................................................................30
Follow-up #2 ...................................................................................................31
Follow-up #3 ...................................................................................................32
Follow-up #4 ...................................................................................................33
Low Interest Rates #1..............................................................................................34
#2 ....................................................................................................................35
During Buying Season ............................................................................................36
After Personal Visit #1 ............................................................................................37
#2 ....................................................................................................................38
Looking for a Particular Home #1 ...........................................................................40
#2 ....................................................................................................................41
#3 ....................................................................................................................42
#4 ....................................................................................................................43
#5 ....................................................................................................................44
FSBO (For Sale by Owner) #1 ................................................................................45
#2 ....................................................................................................................46
#3 ....................................................................................................................47
Questionnaire...................................................................................................48
To FSBO Whose House Sold ...........................................................................49
Assumable Loans ....................................................................................................50
Expired Listings #1 .................................................................................................51
#2 ....................................................................................................................52
10-Point Marketing Plan .........................................................................................53
Absentee Owners ....................................................................................................54
Introducing New Neighbors ....................................................................................55
Builders #1..............................................................................................................56
#2 ....................................................................................................................57
#3 ....................................................................................................................58
Parade of Homes..............................................................................................60
Follow-up #1 ...................................................................................................61
Follow-up #2 ...................................................................................................62
Developers #1 .........................................................................................................63
#2 ....................................................................................................................64
Follow-up ........................................................................................................65
P ROSPECTING FOR B UYERS ...........................................................................................66
Just Listed #1 ..........................................................................................................66
#2 ....................................................................................................................66
Ad Call ...................................................................................................................68
Sign Call .................................................................................................................69
Reaching Apartment Dwellers #1 ............................................................................70
#2 ....................................................................................................................71
Home Buyer's Seminar............................................................................................72
Tax Advantages.......................................................................................................73
Introducing a Subdivision #1...................................................................................74
#2 ....................................................................................................................75

#3 ....................................................................................................................76
Follow-up #1 ...................................................................................................77
Follow-up #2 ...................................................................................................78
Out-of-Towner #1 ...................................................................................................79
#2 ....................................................................................................................80
Parents of University Students.................................................................................81
Bride to Be..............................................................................................................82
Groom to Be ...........................................................................................................83
Auction ...................................................................................................................84
F
OLLOWING
-
UP WITH
S
ELLERS
.....................................................................................85
After Contract .........................................................................................................85
Prior to Closing.......................................................................................................86
After Closing ..........................................................................................................87
Happy New Year .....................................................................................................88
F OLLOWING UP WITH B UYERS .......................................................................................89
After Contract .........................................................................................................89
Prior to Closing.......................................................................................................90
After Closing ..........................................................................................................91
Month 1 ...........................................................................................................92
Month 2 ...........................................................................................................92
Survey .............................................................................................................93
Fourth of July..........................................................................................................94
Labor Day...............................................................................................................95
Thanksgiving ..........................................................................................................96
Property Tax #1.......................................................................................................97
#2 ....................................................................................................................98
#3 ....................................................................................................................99
Certificate of Occupancy #1 ..................................................................................100
#2 ..................................................................................................................101
Water Bill..............................................................................................................102
Christmas..............................................................................................................103
Happy New Year #1 ..............................................................................................104
#2 ..................................................................................................................105
#3 ..................................................................................................................106
Low Interest Rates ................................................................................................107
Mortgage Prepayment ...........................................................................................108
M
ANAGING AND
S
ERVICING
L
ISTINGS
.........................................................................109
Thank You for Listing #1 ......................................................................................109
#2 ..................................................................................................................110
After Ad................................................................................................................111
Reporting Activity #1............................................................................................112
#2 ..................................................................................................................113
#3 ..................................................................................................................114
Answer to Seller Who Wants More Activity ..........................................................115
Builder or Developer.............................................................................................116
Open House Invitation #1......................................................................................117

#2 ..................................................................................................................118
Follow-up ......................................................................................................119
Price Reduction After 30 Days ..............................................................................120
Real Estate Agents #1............................................................................................121
#2 ..................................................................................................................122
Price Reduction..............................................................................................123
Christmas..............................................................................................................124
After Contract: Selling Agent ................................................................................125
Attorney or Escrow Agent..............................................................................126
M
ANAGING A
R
EAL
E
STATE
O
FFICE
............................................................................127
Suggestions for Increasing Listings Memo ............................................................127
Previewing Listings...............................................................................................129
Praising Agent #1..................................................................................................130
#2 ..................................................................................................................131
Cooperating Agent #1 ...........................................................................................132
#2 ..................................................................................................................132
Recruiting New Agents #1.....................................................................................133
#2 ..................................................................................................................134
Teachers, Etc..................................................................................................135
Recruiting Experienced Agents #1.........................................................................136
#2 ..................................................................................................................137
#3 ..................................................................................................................138
#4 ..................................................................................................................139
#5 ..................................................................................................................140
#6 ..................................................................................................................141
#7 ..................................................................................................................142
From Small Company ....................................................................................143
From Large Company ....................................................................................144
Invitation to Speaker for Meeting ..........................................................................145
Obtaining Information...........................................................................................146
Announcing New Office........................................................................................147
News Release #1 ...................................................................................................148
#2 ..................................................................................................................150
#3 ..................................................................................................................151
#4 ..................................................................................................................153
#5 ..................................................................................................................155
Disbursing Earnest Money ....................................................................................156
Collecting Commission from Co-broker................................................................157
Recommending an Agent for another Job .............................................................158
Collecting Funds Due from Departing Agent.........................................................159
Responding to Seller Complaint #1 .......................................................................160
Responding to Homeowner Complaint #1 .............................................................161
#2 ..................................................................................................................162
Responding to Prospect Complaint #1...................................................................163
#2 ..................................................................................................................164
Apologizing for Agent Behavior #1.......................................................................165

#2 ..................................................................................................................166
Unconditional Release from Listing Agreement ....................................................167
I
How much time do you spend composing letters?
Wouldn't it be nice if you had a collection of sample letters already written? And wouldn't it be nice if that collection contained letters that would cover most situations? Then you could spend more time in front of prospects listing and selling instead of pouring over the typewriter trying to think of an appropriate word, phrase, or sentence to complete that important letter.
Whether you are a new or experienced residential real estate sales agent, just considering entering the industry, or a manager of other sales associates, this book is for you. There are sample letters for most real estate occasions. You can use the letters as they appear or modify them to a particular circumstance.
If you are a seasoned agent, you already know that the key to success in residential sales is to have a good listing inventory. You've heard the old saying, "If you list, you last. If you don't, you won't!" New agents are advised by most managers to heed this advice and to seek listings from the start. Not only are you paid when a listing sells regardless of who sells it, but you will obtain buyer prospects through the generation of sign and ad calls. With this in mind, a whole section of letters is geared toward the goal of obtaining listings.
Once you have a good listing inventory, you must develop a plan for managing, promoting, and servicing the listings. A whole section contains sample letters for accomplishing this task. From the initial "thank you" for the listing to the request for a price adjustment, it is all covered in this section.
Although the best source for buyer prospects is through calls on your listings, there is a section of letters designed to target other potential buyer prospects. Apartment dwellers, people from out of town, and parents of students are just a few of the possibilities. In addition there are letters for responding to the sign and ad calls produced by your listings.
After you have been in the business for a while, an increasing number of your prospects will begin to come from repeat customers and referrals from these same customers; that is, if you have consistently remained in contact with them. To help you with this task, a whole section with appropriate client and customer follow-up letters has been included.
Finally, for managers, brokers, owners, and secretaries, there is a section of letters created to help make routine correspondence effortless. From overt and covert recruiting letters to handling complaints and promoting the company or branch office, it's all included in these pages.
Good luck, and it you have suggestions or examples that you would like included in future editions, please forward all correspondence to the publisher.

Although some of the letters in this book are informational, most of them are sales letters. They are designed to evoke a positive response from the recipient. When used properly in a direct mail program, the letters along with the enclosures become a very effective form of advertising.
Advertising, in general, is an expensive and inefficient way to prospect. Whether you run a full page ad in your local newspaper, purchase a 30-second spot on radio or television, or run a full page ad in a local real estate magazine, you are forced to pay for reaching hundreds or even thousands of people who are not really prospects. Even at under $50 per thousand, you are throwing away money for this wasted coverage. Since you are unable to choose a particular segment of the population to which your message will be delivered, you end up paying for thousands of people you did not need or want to reach, even though the cost per thousand is relatively low.
Direct mail, on the other hand, has a higher cost per thousand, but has the capability of reaching a highly selective audience. Even at a higher cost of $200 per thousand and up, you can target your market with such precision that the cost per sale is still lower in most instances than with other forms of advertising. This ability to target market and reach a particular niche is direct mail's greatest advantage, and it is especially advantageous in real estate where one new prospect has the potential to generate thousands of dollars in revenue, thereby overcoming the expensive nature of the medium.
Besides being expensive, there is another major problem to overcome in the use of direct mail. There is so much of it in today's marketplace that it is becoming extremely difficult to get the piece opened and read. Your package has just a few seconds to command enough attention to warrant an examination. If it doesn't pass the test, it is immediately discarded into the trash can with all of the other so called "junk" mail.
There are some techniques which will increase the chances of getting your letter opened.
Pick the ones you like best:
1. Hand address envelopes. This makes them look like personal letters instead of promotional pieces from a business.
2. Use either no return address or a return address consisting of only the street and city. This promotes curiosity from the recipient: "I wonder who this is from."
3. Use window envelopes to make the letter look official.
4. When using window envelopes, use buff paper as your letterhead to make the letter look like a check or an official document.
5. Use 4.5' X 5.75' envelopes which look more like Christmas cards or invitations to parties instead of promotional pieces.
6. Use a teaser on the envelope such as "EXCITING OFFER INSIDE!" or "FREE
MARKET ANALYSIS!"
7. Use a postcard instead of a letter. The recipient may read your exposed message even while throwing it in the trash can.
Why use a letter in a direct mail package anyway? Why not just enclose a flyer or brochure or picture of the house or some other promotional material instead of going to the trouble to write a letter?
A letter is generally more effective both by itself and when enclosed with the sales materials than just enclosing a sales brochure by itself. Everyone knows how to read a

letter—where to start, where to end, etc. It's a personal thing: we're all used to getting letters from our friends, relatives, and acquaintances. Other forms of direct mail are a red flag announcing, "This is a promotion!" The recipient is immediately put on guard and tends to resist the forthcoming sales pitch.
After the envelope is opened, the next obstacle in direct mail is to get the letter read.
Regardless of how clever or interesting a letter is, it is of no value if it is not read. Short letters with short paragraphs and short sentences are more effective in this age of short attention spans. Although many mass mailers still use multi-page letters with formatting tricks to hold the reader's attention, it is this author's opinion that the shorter, the better.
It is useful to know the order in which most letters are read. Probably the first thing to be read by most recipients is the signature—curiosity makes most people want to know, "Who is this from?" Since the postscript (or P.S.) is located near the signature, it is more than likely the second element to be read, so it needs to be enticing enough to make the reader want to read more of the letter. The reader's eyes then go to the beginning of the letter, and if the first sentence is tempting enough, the rest of the letter will be read partially or in its entirety.
You will notice that most letters in this book begin with a one-sentence paragraph. That tactic is in keeping with the idea that readers are more likely to continue reading if they don't encounter an overburdening first paragraph. In addition, awkward and long Victorian-style sentences are missing in favor of shorter and efficient to-the-point sentences. Fifty-cent words are used abundantly instead of the longer five-dollar variety. The purpose is to sell or inform, not to impress.
It is hoped that you will discover what others have discovered—direct mail is an efficient way to increase your sales and listings. A bundle of well-written "silent sales agents" can generate business by reaching hundreds of prospects faster and more economically than you can do in person. While they don't take the place of personal contact, these "silent agents" continue working to augment your total prospecting program even while you sleep or eat.
Good luck.
You will increase significantly the number of responses from your letters if you enclose a postage-paid response card similar to the one above. You will need to contact the post office for issuance of a Business Reply permit. There is an annual fee and you are charged the postcard postage rate plus a handling fee for each card returned.
Purchasing a third-class bulk mailing permit from the post office will allow you to mail at a significantly lower rate that the first class rate. In order to take advantage of this reduced rate, you must mail 200 or more identical letters per mailing and the pieces must be sorted by zip code. The post office will provide you with a rate sheet and a rule booklet.
_ I am interested in a no obligation estimate of the value of my property.
_ I am interested in selling my property.
_ I am interested in purchasing property.
Name____________________________________________________
Address___________________________________________________

City & State_______________________________Zip_____________
Telephone_________________________________
If your property is currently listed with a Real Estate Broker, please disregard this offer.
P
, G
Dear Friend:
So much has happened to me recently -- I just had to let you know all the good news!
Let's see...I lost 10 pounds...I got a new puppy...and the biggest news of all: I have a new career.
I have joined Grand Avenue Realty & Lending and am enjoying every minute of my new career in real estate.
After finishing two intensive weeks of classroom training, I spent several months in the field as an intern with other experienced agents listing and selling homes. After this on the job training, I was able to get several listings and have made several sales -- and I love what I am doing!
If you are considering buying or selling a home in the near or distant future, I hope you will consider allowing me to work for you. I have been thoroughly trained, and I have the desire to give 110% toward getting the job done. No agent in town will work as hard as I will.
Meanwhile, if you would like to have a free market analysis of your property including an estimate of its current market value, please call me at 555-4839 or return the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. I promise to give you extra special attention!
Dear Friend:
I have recently joined Grand Avenue Realty & Lending.
As you know, I have always enjoyed investing in real estate. In addition to experience with my personal investments, I have now completed two weeks of intensive classroom training. Now I am prepared to help all of my friends with their real estate needs.
Please call me soon, and we will have lunch.
Sincerely,
YOUR NAME
Sales Agent
Dear Friend:
As you know, I have been working in real estate on a part-time basis for over five years.

Now, I am happy to announce that I have resigned from teaching so that I can devote all of my time and energy to real estate.
Already I have been receiving calls from prospects who want to buy houses. If you know any homeowners who are interested in selling their homes, please call me. I need some more listings for these buyers.
Also, I have run across the nicest home for the money I have ever seen in the Selwood area. I would like to show it to you sometime.
Call me at 555-5555 so we can set a time to see it. You won't believe it!
Sincerely,
YOUR NAME
Sales Agent
P.S. If you see any home for sale that you would like to look at, call me. I have a key to everything that's for sale!
We must constantly remind all of our prospects that we can help with any listing -- no matter who has it listed.
Dear Homeowner:
I know how busy you are, so I'll be brief.
My name is Tommy Carter, and I am a professional real estate agent. I do not take the title lightly, nor should anyone to whom service and dedication is important. I pride myself in having a strong work ethic, and I realize that nothing worthwhile comes without effort.
I am proud to be affiliated with the largest residential real estate company in this area. For over ten years Smith Realty has provided professional real estate services to this community and has established a tradition of excellence.
In keeping with this tradition, personal service and dedication are my hallmarks. Whether you are buying or selling your home, I have the resources and the expertise to provide you the excellent service you deserve. If you wish, I can send you a list of past clients and customers on whom you may call to verify my claims.
If you would like a free no-obligation estimate of the value of your home, or if you would like information about interest rates, current market availability or how to go about finding a new home, please call me at 555-2586 or drop the enclosed postage-paid card in the mail.
I'd love to hear from you soon.
Sincerely,
YOUR NAME
Sales Agent
P.S. For future reference, please keep this in your homeowner's file.
Dear Homeowner:
Last month you received a letter from me in which I stated that I was, and am, a dedicated professional real estate agent who embraces the old fashioned work ethic. In a

competitive field such as real estate, one must search for ways to differentiate oneself from the crowd. I am pleased to share some of my differences with you now.
1) I listen to you.
As basic as this may seem, listening is an art nearly as lost as the art of letter writing. I am working to revive that lost art since you and you alone can tell me your needs.
2) I respond to your calls.
Again, this is a basic duty for anyone who is in the business of providing service. I am always available for you, seven days a week.
3) I keep you informed.
I am constantly in touch with my clients and customers so there can be no doubt as to my progress.
These are all such simple things. I believe such simple things make all the difference in getting the job done.
Please call anytime at 555-8723, or mail the enclosed postage-free card. I'd love to hear from you.
Sincerely,
YOUR NAME
Sales Agent
P.S. Please place this letter in your homeowner's file for future reference.
Dear Homeowner:
As I said in last month's letter, the business of real estate demands that one differentiate oneself from the competition. That is, and has been, my primary goal since I decided to enter this profession. Here are a few more ways in which I serve you more effectively than anyone else.
1) If you are selling, I will aggressively market your home.
In addition to the usual five steps. . .lockbox, sign, entry into multiple listing service, newspaper ads, open house. . . I also provide the following: information sheet with photograph in the house and in every real estate office in the area, ad in Homes Magazine every month, color photograph on display in our mall bulletin boards, and inclusion in my direct mail campaign.
2) If you are buying, I will not waste your time showing homes you clearly don't want.
3) I care.
Obviously a simplistic sentiment, but I assure you it's true.
If you would like to discuss services I can provide for you, or if you simply want to talk about my favorite subject: houses...please call me at 555-9865 or mail the enclosed postage-free card. I'd love to hear from you.
I'd also love to be your real estate agent.
Sincerely,
YOUR NAME
Sales Agent
P.S. Please place this letter in your homeowner's file for future reference.
Dear Homeowner:

If you're in the market to either buy or sell a home, not only should you look at various real estate companies, but you should compare agents, too!
The following is a list of my credentials:
1. Over 10 years experience in real estate
2. Over $1,000,000 in sales for nine consecutive years
3. Over $2,000,000 in sales last year
4. Hundreds of satisfied customers and clients
5. Personal computer for better follow-up, property analysis, and prospect control
6. Car telephone, voice mail, digital beeper, and fax machine so I can be reached at any and all times.
7. Membership in the local, state, and national Association of REALTORS
8. GRI and CRS professional designations
9. Degree in Real Estate from the University of Georgia
10. Membership in the local, state, and national Home Builders Association
So if you need advice or help in the field of real estate, please call me at 555-3489 or mail the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. I like to be compared to other agents!
Dear Personnel Manager:
I heard from a friend of mine that your company is transferring several people in the local administrative offices to the New York office.
As a real estate agent who specializes in relocation services for employees moving into and out of the Jones City area, I have put together a relocation seminar. The seminar focuses on making the transferee and the transferee's family comfortable with the impending move. Included with the seminar is a checklist of things to do and a packet of information about the new area.
I would be happy to meet with you at your convenience to discuss the details of this seminar. Also, I am available for other seminars on real estate and relocation matters.
Please call me at 555-7689.
Sincerely,
YOUR NAME
Sales Agent
P.S. As an added service, I will be glad to contribute information on moving and other relocation matters to your company newsletter on a regular basis.
Dear Personnel Manager:
I read in the newspaper that your company is transferring several people from New York to the local Jones City office.
As a real estate agent who specializes in relocation services for employees moving into

and out of the Jones City area, I have put together a newcomer's package that I will be glad to mail free of charge to each of the people moving to this area.
It contains a map of the city, information on restaurants, hotels, sightseeing, schools, real estate, and much more.
When your people arrive in town, I am available to present a "Get Acquainted with the
City" seminar. The purpose is to make the transition process enjoyable and more comfortable. Please call me at 555-6788 so we can discuss this in more detail.
Sincerely,
YOUR NAME
Sales Agent
P.S. As an added service, I will be glad to contribute information on moving and other relocation matters to your company newsletter on a regular basis.
Dear Personnel Manager:
Do you need help selling your community to prospective recruits?
I am sold on Jones City, and I can help you. I have compiled a newcomer's welcoming kit that contains a map of the city, information on restaurants, hotels, sightseeing, schools, real estate, and much more. I will be glad to mail this package free of charge to anyone you are trying to recruit to your company.
In addition, I have put together a video of area sights and points of interest that I will be glad to mail to your prospective recruits free of charge.
Let me know how I can help. I am sold on our city, and I will be glad to share my enthusiasm with others. Please call me at 555-3333.
Sincerely,
YOUR NAME
Sales Agent
P.S. I am also available for sightseeing tours of the city!
Dear Club President:
Looking for a speaker?
I am available for speaking engagements. If your club or organization would like to arrange for me to speak at one of your meetings, please contact me. I love our city and enjoy showing others the packets of information we have to showcase our beautiful area.
Or I can talk about any facet of real estate -- you pick the topic.
Let's discuss it.
Sincerely,
YOUR NAME
Sales Agent
P.S. I have enclosed a brochure outlining my credentials.
Dear Sales Manager:

Looking for a speaker at your next sales meeting?
Perhaps I can share with your sales people some of the techniques we use in real estate.
Ideas on prospecting, goal setting, professional development, follow-up, closing -- you pick the topic.
Let's discuss it.
Sincerely,
YOUR NAME
Sales Agent
P.S. I have enclosed a brochure outlining my credentials.
This letter can be sent to sales managers in other industries, such as car dealers, insurance agencies, computer dealers, etc.
P
S
Dear Homeowner:
I would like to prepare a FREE market analysis of your property. This thorough evaluation will reveal the estimated present market value of your home along with the estimated net proceeds resulting from a sale at that price.
Should you decide to sell your home, let me share some of our marketing techniques with you:
1. An Open House several Sundays staffed by one of our experienced agents
2. Advertising in Homes Magazine
3. Exposure to over 50 of our agents and over 1000 real estate agents in the city through the Multiple Listing Service
4. Exposure to move-up prospects who are qualified in your price range and which are generated by our neighborhood direct mail prospecting programs (We have one of the most extensive direct mail prospecting programs of any real estate firm in the city)
5. Exposure to our Current Prospect List which is updated daily from the multitude of calls generated by "For Sale" signs and advertising. Each of these prospects, if qualified for a home in your price range, will receive information on your home.
6. Newspaper advertising
7. Referrals from our many satisfied customers
8. Referrals from our on-site project personnel
9. Referrals from our nationwide relocation referral network
In short, we are the professionals. We get the job done. We get top dollar for your home in the least amount of time. If you are interested in putting us to work, please give me a call at 555-1201 or mail the enclosed postage-free card.
Sincerely,
YOUR NAME

Sales Associate
P.S. Call now for a FREE market analysis of your property.
Notice the use of the word "we" throughout, implying that it is not just "me" but a whole team of professionals helping to market prospect's home.
You may use any or all of the nine reasons, or you may modify them or add your own.
You will see these nine reasons in other letters, and again you may use any of them, all of them, your own, or a combination thereof. But if you use a reason, make sure you are willing to do whatever is promised.
Dear Homeowner:
Help!
I need listings in your neighborhood.
I am a very aggressive real estate agent. If you put me to work, your home will be exposed to my Current Prospect List which is updated daily from the multitude of calls generated by "For Sale" signs and advertising. Each of these prospects, if qualified for a home in your price range, will receive information on your home.
Your home will also be listed with the Multiple Listing Service so that the other 1000+ real estate agents in the area will also be working for the quick sale of your home.
I need more listings because mine sell so quickly.
If interested, please call 555-2345 or return the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Associate
P.S. Your home has great curb appeal! I would appreciate it if you would allow me the opportunity to view the interior of your lovely home.
Prospective sellers want to work with someone who likes their home as much as they do.
It never hurts to show honest appreciation of a home's positive features.
Dear Homeowner:
Your home is probably worth more now than when you bought it!
As a homeowner, you are aware that your home is one of your most valuable assets. But do you have any idea what it would bring in today's real estate market?
Would you like to be able to obtain this information without any obligation or cost to you?
Simply fill out the enclosed postage-free card and drop it in the mail. I will contact you for an appointment to measure and view your home, making detailed notes of all the features which I feel will affect the value of your home. Armed with this information, I will use the multiple listing computer to retrieve a list of comparable homes which are for sale and have sold during the past year. From this I will prepare a market analysis which will include an estimate of the present value of your home.
Please mail the postage-free card or call me at 555-2347.
Sincerely,
YOUR NAME

Sales Agent
P.S. Remember, it is FREE...with no strings attached!
Since the P.S. is likely to be the first line read, it is of value to attempt to attract further interest by offering a free benefit to the prospective reader.
Dear Homeowner:
The real estate market is excellent in our city -- in fact, we are ranked very high among cities experiencing population growth!
Newcomers as well as local families are looking for homes.
Since your neighborhood is one of the most popular and desirable areas in the community, I have prospects wishing to buy a home there.
If you are considering selling or would like to know what your home is worth in today's growing market, please call me at 555-6180 or return the enclosed postage-free card. I will prepare a comparable market analysis of your property which will include an estimate of its current market value.
Call today. You will receive this free market analysis at absolutely no cost or obligation.
Sincerely,
YOUR NAME
Sales Agent
P.S. I have prepared a 10-point marketing plan especially for your home.
Check the Table of Contents for a sample 10-point marketing plan.
Dear Homeowner:
We need more listings in Brentwood!
Our Main Street Sales Office is a consistent leader in real estate transactions in the Main
Street corridor. In addition to Brentwood, we have listings in other area neighborhoods.
As a result of our many listings in this area, we are getting numerous ad calls and sign calls from people who want to live in the Brentwood area.
If you are considering selling your home or if you know someone who is considering a move, please call me at 555-3489. I promise to give your home my personal attention to get it sold at the highest price in the shortest period of time without any hassle.
Sincerely,
YOUR NAME
Sales Agent
P.S. There is no charge for a competitive market analysis. I will include an estimate of the current value of your home and the estimated net proceeds resulting from a sale at that price.
YOUR NAME
Dear Homeowner:

I have written you recently.
I need listings in the Brentwood area: specifically on Calcutta Drive.
If you are considering selling your home or if you know someone who is considering selling a home, please call me at 555-7835 or mail the postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. Please call for a free, no-obligation estimate of value.
Dear Homeowner:
I enjoyed meeting you recently and looking at your home. You have a lovely home in one of the city's most popular neighborhoods.
It is my opinion that your home should be initially marketed at $119,900. This may be on the high side, because some buyers may not give you full credit for the approximately
134 square feet in the enclosed front porch/sunroom. But we could start at $119,900 with the idea that the marketplace will tell us if a price adjustment is necessary.
After you look over the enclosed information, please call me if you have any questions.
Should you decide to put your home on the market, I would love to work with you.
Thank you for giving me the opportunity to view your lovely home.
Sincerely,
YOUR NAME
Sales Agent
P.S. If you know someone else who would like a free market analysis, please call me at
555-3457.
This letter serves as a follow-up when prospect obviously is not interested in listing property and you do not have time to follow-up in person. You will want to stay in touch, however, because the time will come at some point in the future.
Dear Homeowner:
Thank you for your interest and for returning the card requesting a no obligation estimate of the value of your home in Waterwood.
I have enclosed a list of properties in Waterwood which are currently for sale and also a list of properties which have recently sold. As you can see, properties are currently listed for sale at $75 to $92 per square foot and have sold at $59 to $79 per square foot.
To determine the value of your home, I would first need to know the square footage. (You may know this or I can measure your home.) Also, I would need to look at your home to see the level of interior trim, the condition, and other amenities in order to arrive at the marketable price.
Please call me at 555-4598 to schedule a convenient time for me to look at your home. I look forward to hearing from you.
Sincerely,
YOUR NAME
Sales Agent

P.S. I have prepared a 10-point marketing plan especially for your home.
This letter is designed for use as a last resort when you absolutely are unable to get back to a responder in a timely manner. It goes without saying that it is far more preferable to get in touch with prospect immediately to set up a face-to-face appointment.
You have a reason to call later for an appointment at which to present the marketing plan. Check the Table of Contents for a sample 10-point marketing plan.
Dear Homeowner:
Thank you for returning the card requesting a no obligation estimate of the value of your property.
I have enclosed a computer list of what is currently for sale and what has closed recently.
This does no include houses which have sold but not closed. As you know, the builder continues to build new homes in the neighborhood which are similar to yours. The price of the basic house is $94,900. Any extras are added to this basic price.
Contract building jobs typically run higher because of the tendency to add extras. If your home were being built today, the contract price would be $94,900 plus $1,500 extra for hardwood flooring, for a total of $96,400. (However, I hear that prices of building materials are scheduled for an increase which will necessitate an overall price increase.)
When you get ready to sell your home, your asking price should be a function of the price per square foot of new homes in the neighborhood and the number of new and resale homes currently for sale. In other words, if there are no homes for sale at that time, you would be fairly safe in pricing your home in line with the current schedule in effect for contract building jobs. (This would attract the people who do not want to wait for a home to be built.) If there are a great number of houses for sale when you get ready to put your home on the market, then you may want to consider competitively pricing your home slightly below market value in order to attract buyers. You will be competing with the inventory of homes for sale in the neighborhood.
I hope the above answers your questions, but if you have any further questions, please call me at 555-1678.
Sincerely,
YOUR NAME
Sales Agent
P.S. Since I know the neighborhood better than anyone else, I hope you will call on me to help you sell your home. I would like to show you a 10-point marketing plan especially designed for your home.
Again, a last resort letter in case you are unable to make a face-to face appointment. Check the Table of Contents for a sample 10-point marketing plan.
Dear Homeowner:
Thank you for allowing me to present a Market Analysis of the estimated present value of your home.
You have a very lovely home. I can recommend only a few minor alterations which would increase the appeal to buyers:

1. Replace the glass in the fogged door to the deck.
2. Paint the front door to cover the scratches around the handle.
3. Trim bottom of door to closet in smallest bedroom.
4. Remove storage boxes from garage.
Performing these minor alterations will discourage buyers from heavily discounting an offer and enable you to receive top dollar for your home.
I look forward to putting your lovely home on the market.
Sincerely,
YOUR NAME
Sales Agent
P.S. I will stop by at the end of the week to get your signature so I can get to work.
Dear Homeowner:
With interest rates lower than they've been in 25 years, many of my customers and friends are thinking about moving to a larger home.
With this in mind, you may wonder what your current home is worth. Let me help you by sending you a free computer printout of what is for sale and what has sold in your neighborhood. No obligation.
Just call me at 555-3876 or mail the enclosed postage-free card.
Sincerely,
TOMMY CARTER
Sales Associate
This letter is designed to deliver a large number of responses. It offers something for nothing without any obligation on the part of the responder. Therefore, many of those who respond will have no interest in selling at the present time; however, it is an excellent opportunity to build rapport for future business and current referrals. And some of those who respond will be interested in selling now.
Dear Homeowner:
The market is heating up, interest rates are still low, and you might be wondering what your home is worth.
Return the enclosed postage-paid card or call 555-5555 for a free computer printout of what is for sale and what has sold in your neighborhood -- no obligation.
Sincerely,
YOUR NAME
Sales Agent
P.S. This service is absolutely free!
Dear Homeowner:
Did you know that this is traditionally the best real estate sales month of the year?
We're expecting this year to be even better than normal due to low interest rates.

If you have been considering selling your home, now is the time to get it ready. If you would like to know the value of your home and hear how our company can help you take advantage of this great selling season, please call me at 555-5555 or mail the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. There is absolutely no obligation!
Dear Homeowner:
Thank you.
I appreciate your extending the courtesy of allowing me to preview your home today. As a real estate specialist in your neighborhood, I know the value of being extremely familiar with all homes in the area.
If you hear of someone who is interested in buying or selling a home, please call me at
555-2387 or mail the enclosed postage-paid card.
Again, thank you.
Sincerely,
YOUR NAME
Sales Agent
P.S. I really enjoyed looking at your beautiful garden.
Dear Homeowner:
Thank you for allowing me to preview your lovely home.
I could help you sell it easier if I were able to list it in the Multiple Listing service. For this privilege, I would be able to give your home more personal attention than any other agent in the area. Also, I would be able to motivate the 20 agents in our branch to preview it.
Other ideas I have are as follows:
1. Open House on selected Sundays with a picture ad in the newspaper
2. Ad in Homes Magazine each month
3. Letter to plant managers of all manufacturing plants in the area
4. Letter to doctors
5. Meeting with my broker to see if he has any prospects in this price range from his connections as a board member of numerous organizations
6. Presentation of your home to my lead-generating breakfast organization
In addition, I have the following suggestions:
1. Put a lockbox on the home to increase showings. (Effective in June, we will have new high-security lockboxes that will record the name of every agent who shows or previews your home)
2. Reduce price as low as possible but with some negotiating room
3. Since the real key to a quick sale is to educate all real estate agents, I propose the following:

a. Agents' Open House (luncheon or happy hour) b. Slick-paper flyer with screened photographs to all top producers
Let me know when you want to put me to work on this lovely home.
Sincerely,
YOUR NAME
Sales Agent
P.S. I promise to work hard at getting you the quickest sale at the highest possible price.
This letter is effective as a follow-up to a visit to a higher priced, executive-type home. It could be a pre-listing appointment resulting from a referral, a cold call, an expired listing, or a FSBO (For Sale by Owner).
Dear Homeowner:
We have a buyer from out of town.
We are currently working with a couple who would like to live in the Marsh Creek area of the city. After an extensive search of the homes which are presently for sale, we find that we are unable to locate a suitable home.
If you have a four-bedroom brick home with a double garage that you would consider selling or if you know of someone who has such a home, please call 555-4598 immediately or return the enclosed postage-free card.
Our prospects have sold their current home and are moving to the city as soon as they find a home that satisfies their needs.
Sincerely,
YOUR NAME
Sales Associate
P.S. These people are anxious to find a home ASAP!
Dear Homeowner:
We have several sets of prospects who would like to live in Marsh Creek. We have shown them everything that is currently for sale.
If you would like to sell your home or if you know someone who is thinking about putting a home on the market, please call us at 555-3412 or return the postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. All of these people are anxious to find a home ASAP!
Name
Address
City, State 55555
Dear Homeowner
I have several prospects who responded to mailings and advertisements on your

neighbor's house at 555 Jones Street.
These prospects are interested in a home with a pool for around $100,000. I have another home listed in the Old Forest area with a pool for just under $100,000. I am promoting both of these homes and am getting calls from many prospects who want a pool.
Since your home also has a pool, I would like to talk to you.
I have a substantial prospect list, and I continue to generate more prospects each day for a home similar to yours.
If you are thinking of selling your home or if you would like to know what your home is worth in today's real estate market, please call me at 555-4938 or mail the enclosed postage-free card. I work hard to get the highest price in the shortest period of time.
I would love to hear from you.
Sincerely,
TOMMY CARTER
Sales Agent
P.S. There is absolutely no charge or obligation involved when you request a free market analysis!
Dear Homeowner:
Isn't Woodhaven Acres beautiful this time of year!
Many people are riding around your neighborhood, admiring the beauty, and then calling us to inquire about prices and availability of homes. Since Woodhaven Acres is so popular, there are currently not many homes on the market.
If you know someone nearby who is considering selling a home, please call me at 555-
8673 or mail the enclosed postage-free card. I am always on the lookout for homes to market in your neighborhood.
Sincerely,
TOMMY CARTER
Sales Agent
P.S. We offer a free market analysis to anyone wishing to know the current value of his or her house.
Dear Homeowner:
I am writing you concerning your home in Shadow Lakes Place.
I have a prospect who is interested in the property, but there are none on the market.
If you are interested in selling, please call me at 555-5555.
Sincerely,
TOMMY CARTER
Sales Agent
Sometimes a short note is an attention-getter and performs better than a longer letter.
Dear Homeowner:

We hope that you are having many prospects view your home and that one of them will eventually buy your home.
However, should you decide that you need the services of a realtor, please keep us in mind. We will use the same marketing techniques that we use to market our various projects located throughout the city including, but not limited to, the following:
1. An open house several Sundays staffed by one of our experienced agents
2. Advertising in Homes Magazine
3. Exposure to over 50 of our agents and over 1000 real estate agents in the city through the Multiple Listing Service
4. Exposure to move-up prospects who are qualified in your price range and which are generated by our neighborhood direct mail prospecting programs (We have one of the most extensive direct mail prospecting programs of any real estate firm in the city)
5. Exposure to our Current Prospect List which is updated daily from the multitude of calls generated by "For Sale" signs and advertising. Each of these prospects, if qualified for a home in your price range, will receive information on your home.
6. Newspaper advertising
7. Referrals from our many satisfied customers
8. Referrals from our on-site project personnel
9. Referrals from our nationwide relocation referral network
In short, we are the professionals. We get the job done. We get top dollar for your home in the least amount of time. If you are interested in putting us to work, please give me a call at 555-1201 or mail the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Associate
P.S. The first step is to determine the current value of your home -- and there is absolutely no charge for this!
Name
Address
City, State 55555
Dear Homeowner:
I noticed that you have your house for sale.
Would you extend the courtesy of allowing me to preview your home? As a real estate specialist in your neighborhood, I know the value of being extremely familiar with all homes which are for sale in the area.
I will call for an appointment. Meanwhile, if there is a time which would be more convenient than another, please call me at 555-1678.
Sincerely,
YOUR NAME
Sales Agent
P.S. Are you cooperating with brokers?

Name
Address
City, State 55555
Dear Homeowner:
We have had some calls from prospective buyers who have asked about your home.
As a real estate specialist in your neighborhood, I know the value of being extremely familiar with all homes in the area. As a courtesy, would you please supply some brief information about your home?
Thank you for your time, and if you have any questions please call me at 555-8965.
Sincerely,
YOUR NAME
Sales Agent
P.S. Are you cooperating with brokers?
Enclosures
Questionnaire is on next page.
Name__________________________________________________________
Address_______________________________________________________
Day telephone_________________ Night telephone________________
What is asking price of your property? $____________
How many bedrooms? ________
How many bathrooms? ________
If I bring you a qualified buyer, will you consider paying a real estate commission?
____________
If so, what are showing instructions?
Dear Homeowner:
Congratulations!
I heard that you were able to sell your home. If you need any help on getting that deal closed, I'll be glad to help -- free of charge. Should it fall through for some reason, let me know if you want to put it on the market with our company.
Also, do you want to look at some homes or condos in town? I hope that if you do decide to purchase something, you will purchase it through me. You can make an offer contingent on the closing of your current home. Then if something happens and the loan is not approved or it falls through for any reason and does not close, you will not be obligated to go through with the purchase of the new home.
Let me know if I can help.
Sincerely,
YOUR NAME
Sales Agent
This letter is for use on those rare occasions where you tried but failed to get the listing. In

this case, your mission is two-fold: (1) If the sale falls through, you could still get the listing, and (2) you can help the FSBO buy another home.
Dear Homeowner:
You have something that people want!
Multiple Listing Service records indicate your home was purchased with FHA or VA financing, therefore, your loan is assumable.
We have many prospects who are looking for an assumable loan.
If you would like to sell your home or if you are just thinking about selling, please call me. I will be glad to prepare a detailed market analysis showing you the estimated market value of your home and what you can expect to net at that price.
If you are interested, please call me at 555-2381 or return the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. Remember, the market analysis is FREE!
Dear Homeowner:
Did you know that your home is no longer for sale?
Today, the Multiple Listing Service computer showed that your listing agreement has expired. Unless you have extended your listing or signed a new listing agreement, your home is no longer on the market.
You will probably receive numerous telephone calls from other real estate agents asking you to list your home. New agents are taught to use expired listings as a primary source for new listings.
Before you consider any proposals from these new agents, let me show you what my ten years of experience can do for you. Please call me at 555-2348 or mail the enclosed postage-free card.
I am ready to go to work for you now!
Sincerely,
YOUR NAME
Sales Agent
P.S. I have prepared a 10-point marketing plan especially for your home.
Check the Table of Contents for a sample 10-point marketing plan. Do not enclose it. You will want to use this as a reason to call, and you can present it when you get an appointment.
Dear Homeowner:
Multiple Listing Service computer records indicate that your home was on the market several months back, but did not sell.
If you are still interested in selling, please contact me. I will prepare a detailed market

analysis showing the estimated current market value of your home. I will also review with you the previous marketing efforts in an attempt to determine what needs to be changed in order to facilitate a quick sale at top dollar.
Please call me at 555-2381 or mail the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. I have prepared a 10-Point Marketing Plan especially for your home.
Check the Table of Contents for a sample 10-point marketing plan. Don't enclose it. You will want to use it as a reason to call, and you can present it when you get an appointment.
MARKETING PLAN
101 JONES AVENUE
Prepared by: YOUR NAME
Sales Agent
1. Lockbox, sign, entry into multiple listing computer
2. Letters to neighbors notifying them of new listing and the opportunity to choose their new neighbors
3. Info sheets to all of our company's 60+ agents
4. Info sheets to other real estate companies with special emphasis on branches in this area
5. Ad in Sunday newspaper selected Sundays
6. Ad in Homes Magazine each month
7. Open House scheduled on selected Sundays
8. Direct mail to move-up neighborhoods and area apartments
9. Distribution of flyers to nearby high traffic areas such as businesses, professional offices, and schools
10. Follow-up on all agent showings, open house visitors, ad and sign calls
Re: 555 Jones Avenue
Dear Owner:
Tax map information shows that you are a non-occupant owner of subject property.
Property values are such that it may be to your advantage to sell the property. I am a fulltime real estate agent who specializes in properties in this area. I also live in the area.
If you would like a free market analysis of this property showing its current value, please call me at 555-8965 or mail the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. The market analysis is FREE with no strings attached!

Dear Homeowner:
It is my pleasure to introduce your new neighbors, the Browns, to whom we have just sold the home at 555 Jones Avenue.
Bill and Cathy have two daughters, Lori and Trish, and their dog, Spot. Bill works at
IBM, and Cathy is a professor at the university. Lori is in the 9th grade, and Trish is in the
7th grade.
Through the sale of this property, we have accumulated prospects who wish to buy in this area. If you are considering selling and would like a free market analysis of your property without any obligation, please call me at 555-1678 or mail the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. If you know anyone who is interested in buying or selling, please call me.
Be careful not to reveal personal information without permission. Some people are more sensitive than others to matters relating to their privacy.
Dear Homebuilder:
I have just listed a whole cul-de-sac in one of the city's most exclusive new subdivisions!
Phase II of White Oaks is ready to market. Enclosed is a plat showing setbacks, easements, and dimensions. If you are interested in any or all of these lots, please call me immediately at 555-3246.
Also, if you are interested in building a spec home as a model, I'll be glad to show you my 10-point marketing plan for new homes.
I look forward to hearing from you.
Sincerely,
YOUR NAME
Sales Agent
P.S. Based on your excellent reputation, the developer has agreed to subordinate the lot payoff to your construction loan, allowing you to start construction without tying up so much cash!
Check the Table of Contents for a sample 10-point marketing plan. You may want to modify it to conform to new construction requirements.
Dear Homebuilder:
I enjoyed talking to you today. It sounds like business for you is excellent.
I have always liked your product. That is why I thought of you when I was asked to help market White Oaks -- especially since the developer wants a quasi-contemporary look which sounds much like your traditional-nouveau look. Several builders have been turned down because of a lack of product conforming to the overall thrust of the neighborhood.
I am very interested in getting you to consider White Oaks. If it would help, I am

reasonably sure that I could get some special terms for you on a lot, such as no interest, no payment due until home sells, and the lot subordinated to a construction loan. I would have to ask the developer for this, but I am so sure that the home would sell quickly and you would get contract jobs and even build another spec, that I would feel comfortable asking for this and feel that I would receive approval.
Also, I have enclosed examples of some of the marketing efforts in which I have been involved. I am especially proud of the work I have done for Smith Builders.
Please call me if you think you would be interested in this development or if you would be interested in working together in some other manner.
Sincerely,
YOUR NAME
Sales Agent
P.S. I've already had numerous calls asking about lots.
Dear Homebuilder:
Would you like to sell more homes each year without having to worry about anything but increasing your production?
We can take all of the marketing worries off your shoulders. That way, you can devote all of your time to doing what you do best: building homes.
In exchange for the exclusive listing of all of your new homes with Smith Realty, we agree to the following:
Smith Realty will:
1. Provide a sales agent for all of your model homes each Sunday. (Other days if mutually agreed upon)
2. Advertise your properties in each Sunday newspaper. (Total size to be approximately
4" X 6")
3. Advertise at least 1/8 page in each month's Homes Magazine.
4. Periodically invite you or a member of your staff to one of our branch sales meetings or a company-wide general sales meeting.
5. Establish a direct mail program to possible move-up neighborhoods near each of your subdivisions.
6. Keep all of our agents up to date on inventory and prices of your homes.
7. Periodically send out price lists to the branch offices of other real estate companies and to selected individual real estate agents.
8. Invite you to all functions which are open to non-agents of Smith Realty so that you can benefit from networking our agents.
Tommy Carter, as listing agent, will do the following:
1. Direct all of the marketing of your homes within Smith Realty.
2. Coordinate all sales activities with agents of other real estate companies.
3. Personally hold Sunday Open Houses when possible.
4. Send letters to current homeowners who have bought your homes over the years asking for referrals.
The foregoing is a tentative marketing plan. I would like to meet with you to formalize the plan. Please call me at 555-1621 at your convenience.
Sincerely,

YOUR NAME
Sales Agent
P.S. I really like the floor plan of the one you just started in Waverly Woods.
Dear Homebuilder:
We at Smith Realty would very much like to represent your home during this year's annual Parade of Homes.
I have four years' experience at the Parade of Homes representing other builders. As an experienced real estate agent, I am in a position to make sure your home is represented by experienced agents from my office when I am not available. As a team, we can not only sell your model home in the parade, but we can also put together contract building jobs for you. Plus, I promise to give your home my personal attention.
If you have already chosen an agent, please disregard this letter. However, if you would like to put me to work, please call.
Sincerely,
YOUR NAME
Sales Agent
P.S. I have prepared a 10-point marketing plan especially for your model home. When given the OK, I will initiate this plan even before the Parade of Homes starts with the idea of generating some immediate sales activity.
Check the Table of Contents for a sample 10-point marketing plan. You may want to modify it to conform to new construction requirements.
Dear Homebuilder:
I enjoyed talking to you today on the telephone.
As I mentioned, I have worked with several builders in the marketing of their homes.
Jones Builders is my biggest success story. As the exclusive listing agent, I was responsible for the marketing program that helped to sell out the last phase of Whispering
Forest in just 18 months.
I understand your company is planning to expand in some other neighborhoods in the future. We at Smith Realty would very much like to be a part of this expansion. With our
60+ agents, three strategically located branch offices, and our relocation department at the Airport, we have the resources to offer you the best marketing program available for any new areas in which you wish to build.
I would like to meet with you at your convenience to discuss your marketing needs. I understand new construction, and if given the opportunity to serve you, I promise to give your product my personal attention.
I look forward to meeting you.
Sincerely,
YOUR NAME
Sales Agent
P.S. I would like to show you my 10-point marketing.
This letter is to be mailed after making an introductory telephone call. Enclosing your

business card puts your name and telephone number conveniently in front of the prospect.
Such a tangible reminder is often a helpful complement to any telephone or fact to face contact.
Check the Table of Contents for a sample 10-point marketing plan. You may want to modify it to conform to new construction requirements.
Dear Homebuilder:
Thank you for sending the information on lots and spec homes currently available in
Waverly Woods.
I am currently working with Col. Sam Jones and his wife who are interested in a home in the Waverly Woods area. Price range is $150,000 to $200,000. I will keep you informed as to how this goes.
Again, thank you for your cooperation.
Sincerely,
YOUR NAME
Sales Agent
P.S. Their current home is already sold, so they are ready!
This letter serves many purposes. Aside from actually finding out information that you honestly need, it lets the builder know that you are capable of working active prospects, that you are pushing his product, and that you handle everything in a professional and business-like manner. It also gives you a reason to follow-up later with a marketing proposal.
Dear Developer:
I have several builders who are interested in building in Waverly Woods. All are willing to build with a contract building job, however, none are willing to build a spec home at this time. My experience is that it will be very difficult to market homes by a specific builder without a model home.
Therefore, it is my recommendation at this time that the lots be marketed to individuals.
Further, it is my recommendation that the lots all be priced the same at $22,500 on a first come, first served basis. This would possibly establish a sense of urgency in those who desire a specific lot.
When we sell a lot to an individual, we can recommend a builder. Then we will be able to use the building job as a temporary model while it is under construction. Or even better, we can perhaps persuade the chosen builder to build a spec or two as a condition for receiving the building job.
If you are comfortable with this idea and will list all the remaining lots with us exclusively for 180 days at a 10% commission, we will do the following:
1. Newspaper advertising
2. Homes Magazine advertising
3. Letters to all builders with follow-up phone calls (We will continue to work on getting builders)
4. Letters to neighborhoods with move-up potential

5. Letters to industry and downtown businesses, with follow-up phone calls
6. Video demonstrations to prospective buyers in our branch offices
7. Exposure to all 80 of our agents through company sales meetings and branch sales meetings
8. Exposure to all other realtors through the multiple listing service
9. Open House on Sundays once we are able to get a model home going
All promotions for the subdivision should emphasize not only lot sales, but a total buildto- suit package. Let me know when you would like to put me to work full-time on this project. Please call me at 555-7765.
Sincerely,
YOUR NAME
Sales Agent
Re: Lots in Davidson Subdivision
Dear Developer:
Thank you for seeking our input on whether to combine the lots to make larger lots.
The consensus from everyone involved is that any future development should, above all, seek to keep the price per unit as low as possible. That would, I imagine, dictate a density of 22 smaller lots suitable for patio homes instead of the 11 larger lots we had originally discussed.
Other considerations in order of importance are:
1. Master bedroom on the first floor unless lot size dictates 2-story
2. Price at or under $100,000 per unit, if possible
3. Formal dining room, living room, and kitchen on main floor
4. Minimum 1500 square feet; 1600 is better; may have to go higher to accommodate master on first floor
5. Garage would be desirable, but the increased cost would cause the sales price to be higher than the current market warrants
I have attached a computer printout showing the history of sales in the surrounding developments. As you can see, the units have sold at an average price of $92,691. Our consensus is based on this history; however, we have not ruled out the possibility that a completely new product could change our feelings about price.
One of my associates, Jim Johnson, is also very familiar with the current development in the area and has agreed to meet with us. If you would like for all of us to sit down and discuss this in detail, please call me around the first of next week at 555-5555.
Again, thank you for seeking our input. We look forward to working with you on this.
Sincerely,
YOUR NAME
Sales Agent
Re: South Street Duplexes
Dear Developer:
Thank you for the opportunity to present a marketing proposal for South Street Duplexes.

Based on a Comparable Market Analysis, the recommended sales price for each duplex is $69,900. The comparable properties used are listed below:
Sold Price Rental Income GRM
101 Jones Ave. 84,000 1,110.00 75.67
(2380 sq. ft. - 1190 per unit)
710 Williams St. 50,000 550.00 90.90
(1444 sq. ft. - 722 per unit)
416 Smith Ln. 75,000 700.00 107.00
(1864 sq. ft. - 932 per unit)
Average Sold Price 69,666
Average GRM 91.19
730 (Rent) X 91.19 (GRM) = $66,568 (Sales Price)
Based on these calculations, subject property should be priced in a range of $66,500 to
$69,700. However, due to the excellent location, rental history, and market stability, a price range of $67,000 to $71,000 for each duplex is indicated, and I specifically recommend an asking price of $69,900.
I have enclosed a 10-point marketing plan specifically designed for this project. Please call me at 555-4678 if you have further questions. This is an excellent marketing opportunity. I appreciate your giving me the opportunity to be your listing agent.
Sincerely,
YOUR NAME
Sales Agent
Enclosure
P.S. Our company has sold 11 duplexes since the first of the year!
Check the Table of Contents for a sample 10-point marketing plan. You may want to modify it to conform the requirements of this letter.
P
B
Dear Homeowner:
I have just listed your neighbor's home at 555 Any Old Street.
If you know someone who is looking for a home in the Old Forest area, please call me. I will be glad to give them my personal attention.
Our advertising and "For Sale" signs generate many inquiries. While this home is quite lovely, some of our calls are for smaller or larger homes. We need a variety of homes to satisfy everyone's needs. Therefore, if you are considering selling your home, please contact me for a free market analysis. Included will be the approximate current value of your home and the estimated net proceeds resulting from a sale at that price.
For more information, please call me at 555-8934 or mail the enclosed postage-free card.
Sincerely,

YOUR NAME
Sales Agent
P.S. You can hand pick your neighbors!
Although this letter is listed under the "Prospecting for Buyers" section, you will notice that it is useful in prospecting for both buyers and sellers.
Dear Homeowner:
THANKS FOR OPENING THIS LETTER....
Since you have gone this far....why not read it all?
I even have a free offer! (Doesn't everyone?)
First, I wanted to let you know that we have just listed your neighbor's home at 555 First
Avenue. If you know someone who is looking for a great home at a great price, please contact me. This is one of the few 4-bedroom homes in this area, and the price is very comparable to anything available.
Now for the FREE OFFER that I promised! Do you know the current market value of your home? If you are considering selling or would simply like to know what your home is worth in today's market, please call me at 555-6783 or mail the enclosed postage-free card. I will be happy to prepare a free market analysis which will show the approximate value and the estimated net proceeds from a sale at that price.
If you have any questions or if I may be of service, please call.
Sincerely,
YOUR NAME
Sales Agent
P.S. This FREE OFFER does not obligate you in any way!
Although this letter is listed under the "Prospecting for Buyers" section, you will notice that it is useful in prospecting for both buyers and sellers.
Dear Prospect:
Thank you for calling about the home for sale in the Bedford area.
I enjoyed talking to you about your housing needs. As we agreed, this particular home did not have a fourth bedroom and, therefore, did not suit your needs.
I have enclosed information on two other homes in the same area which have four bedrooms. From your conversation, it sounds like these two homes fit your requirements.
I will call you soon to schedule a time to look at these two homes. Meanwhile, if you see any ads on any other homes that you would like to see, even if they are listed with another real estate company, please call me at 555-6783.
Sincerely,
YOUR NAME
Sales Agent
This letter is useful when you are unable to get an appointment from an ad call. It sets up a reason to call and also reinforces the idea that you can help the prospect with any home for sale, not just your own listings. Remember that we need to remind all of our prospects that we are members of the multiple listing service, and as members we can show any listed

home, regardless of the listing company.
Dear Prospect:
Thank you for calling about the home for sale at 555 Any Street.
I enjoyed talking to you on the telephone today. This particular home does have very good curb appeal, and I can understand how you would like its appearance from the street. I wish it had the extra bath and the workshop that you need.
I am searching the multiple listing computer for other listings which have a similar exterior appearance and which have features that correspond more closely with your needs. When I find several, I will get in touch with you to schedule an appointment to look at them.
Meanwhile, if you see any other homes for sale that you would like to see, even if they are listed with another real estate company, please call me at 555-7683.
Sincerely,
YOUR NAME
Sales Agent
This letter is useful when you are unable to get an appointment from a sign call. It sets up a reason to call and also reinforces the idea that you can help the prospect with any home for sale, not just your own listings. Remember that we need to remind all of our prospects that we are members of the multiple listing service, and as members we can show any listed home, regardless of the listing company.
Dear Apartment Resident:
If you love the apartment lifestyle but you miss the tax deduction of home ownership, enjoy the best of both worlds at Carter World.
At Carter World you can enjoy:
1. Swimming pool
2. Two lakes
3. Tennis courts
4. Equestrian center
5. Club house
We are now marketing single family homes in Phase III of Carter World with the following features:
1. Sodded front yard
2. Oak cabinets
3. Energy efficient with insulated windows
4. Underground utilities
5. Attached garage
6. VA & FHA approved financing
7. 10-year builder's warranty
8. Builder pays closing costs
ALL OF THIS STARTING AT $89,900!
Call me at 555-2201 or return the enclosed postage-free card. I'll show you how easy it is

to purchase one of these homes. Instead of paying rent, why not invest your rent in an appreciable asset and, at the same time, get a tax break.
Sincerely,
YOUR NAME
Sales Associate
This letter is useful in identifying potential buyers and establishing an awareness of missed income tax deductions. Although your obvious goal is to attract prospects to the particular project, an underlying goal is to attract prospects who are interested in learning about the tax advantages of home ownership in general. These prospects may or may not fit the marketing profile of the subject project, but they are nevertheless prospects for other homes or projects.
Dear Resident:
If you are like most apartment residents, you would like to someday own a home instead of continuing to pay rent on an apartment that you will never own.
Well that "someday" can be today! Home ownership is now within your grasp! Interest rates are low! That means your monthly investment is low! In fact, your monthly investment in a home may be lower than your present monthly rent.
Call me today at 555-1267, and I will show you how easy it is to invest in a home. Or you may wish to mail the enclosed postage-free card.
After all, the question isn't whether you can afford to invest in a home, but rather CAN
YOU AFFORD NOT TO!
Sincerely,
YOUR NAME
Sales Agent
P.S. In addition, let me show you the tax advantages of home ownership.
Dear Prospect:
You're invited to a Home Buyers' Seminar at 7:30 p.m., Thursday, October 17th, at the
Downtown Holiday Inn.
We'll cover everything you need to know about buying a house. Here are just a few of the topics to be covered:
1. Qualifying for a loan: income and debt ratios, what to bring at time of application.
2. Closing costs: how much are they, what do they cover, and who pays them?
3. Legal aspects: contract, title insurance, survey, closing statement, what to watch out for.
4. Showcase of homes: photos and features of homes in various neighborhoods and price ranges.
And to answer your questions, we'll have on hand a mortgage banker and an attorney. So reserve space now by mailing the enclosed postage-free card or calling our office at 555-
8736.
Sincerely,

YOUR NAME
Sales Agent
P.S. This Home Buyers' Seminar is FREE with absolutely no obligation!
Dear Resident:
Ouch!
Did you know that you are missing a big tax break by not being a homeowner?
Rent is NOT tax deductible.
The interest portion of a house payment IS tax deductible.
Why continue to throw away money on rent when you can have all the advantages of home ownership:
1. Tax deductible interest
2. Accumulation of equity
3. Appreciation of value
4. Pride in ownership
5. Privacy from landlord, neighbors
6. Ability to change colors, remodel, add on
Call me at 555-0932 or mail the enclosed postage-free card. I'll show you how easy it is to purchase a home.
Instead of paying rent, why not invest your rent in an appreciable asset and, at the same time, get a tax break!
Sincerely,
YOUR NAME
Sales Agent
P.S. I can show you homes for sale in all neighborhoods. I will take care of everything from finding financing to scheduling the closing. I will make it easy and enjoyable for you to invest in your future.
Dear Friend:
This letter will introduce you to an exclusive residential development in the
Mountainview area.
Enclosed is a plat for Valley Farms, a 150 acre residential development consisting of 25 home sites. This beautiful property has a common area around the large pond as well as prepared trails for horseback riding.
The sizes of these home sites vary from 3.5 acres up to 10 acres. Minimum square footage for homes is 2500. Half of the lots are already sold, so call me today to reserve your choice lot.
For a copy of the restrictions, please call me at 555-2476 or return the enclosed postagefree card.
Sincerely,
YOUR NAME
Sales Agent
P.S. I just listed a small horse farm in the southeastern part of the county, and we

have other homes with acreage.
Dear Friend:
We are currently marketing a subdivision of new homes that is convenient to the downtown area.
These new homes have smooth ceilings, hardwood floors, ceramic tile baths, and extra nice interior trim. But best of all, these homes start at only $89,900.
If you know of someone who is interested in a home in this exclusive neighborhood, please call me at 555-8934.
Also, when you get ready to sell your home, be sure to call me. I always have a list of prospects who do not want to wait for a new home to be built or who do not want to wait for a yard to develop. Your home would make an excellent choice for them!
Sincerely,
YOUR NAME
Sales Agent
P.S. Call me at 555-1873 or mail the postage-free card for a free market analysis of your property including an estimate of its current value.
Dear Resident:
Did you know that there is an exclusive neighborhood of new homes in the Hollerwood area which has the following characteristics?
1. All homes have smooth ceilings, loads of extra trim inside and out, and have hardwood floors in the dining room and foyer.
2. All homes have a 10' X 14' deck.
3. All homes have at least 3 bedrooms and 2 baths.
4. All homes have a formal dining room.
5. Most homes have a front porch.
6. Some homes have a garage.
7. Special financing is available.
ALL OF THIS STARTING AT $89,900!
Call me at 555-8892 or mail the enclosed postage-free card. I'll show you how easy it is to purchase one of these homes.
Sincerely,
TOMMY CARTER
Sales Agent
P.S. I can show you new homes in other neighborhoods starting at $69,900!
Dear Prospect:
Thank you for your interest in Old Forest.
Old Forest is an exclusive new 34-lot neighborhood located off Manorview Road.
Restrictions permit regional variations of traditional homes (Charleston, Williamsburg,

Victorian, etc.) and will be built exclusively by Jones & Jones Builders.
Currently there are two homes near completion:
Lot 4 $ 94,700
Lot 9 $ 97,800
Both of these homes feature 9-foot smooth ceilings, hardwood floors in the foyer and dining room, fireplace with built-in book shelves, sunny eat-in area in the kitchen, and an energy efficiency package.
The home on Lot 4 has a Jacuzzi whirlpool tub in the master bathroom and a large deck off the kitchen. The house on Lot 9 has a balcony off the master bedroom and a patio off the kitchen. Both homes have an attached outside storage area.
If you would like to look at either of these two homes, please call me to arrange a time at your convenience, or you may choose a lot and have a home built especially for you. I will be glad to show you additional house plans.
The expected price range is 94,000 to $120,000 depending on the size and whether or not a garage is desired. Call me today at 555-2389 while there is a good selection of lots. Or mail the enclosed postage-free card.
Sincerely,
YOUR NAME
Sales Agent
P.S. Get in on the ground floor! The two homes now available are at the lower end of the expected price range.
Dear Prospect:
I have received your letter along with your most recent counter-offer, and I have presented this offer to the builder.
I am sorry that the builder says he cannot accept this offer. He further states that he prices his homes at the price he expects and needs to receive -- not at a price several thousand dollars higher with the intention of reducing the price later on as a selling inducement. He would very much like to build a home for you at his regular prices which he feels are very competitive with other builders of similar quality.
Please let me know if I can answer any further questions or if you would like to meet personally with the builder and discuss any changes in the product which might lower the price.
Sincerely,
YOUR NAME
Sales Agent
P.S. I will be conducting an Open House in the neighborhood this coming Sunday. You may wish to come out and review the plans again.
Dear Prospect:
I enjoyed talking to you on the telephone today.
I have enclosed some information on our wonderful city and a few photos of some homes which are currently on the market.

In addition, I have asked my banking friend, Cindy Jones at First National Bank, to send you a newcomer kit which contains maps and other information about the area.
I will stay in touch, but as soon as you firm up the date of your arrival, please call me. I will plan to pick you up at the airport, take you to your hotel, and show you around town.
Then we can look at homes for sale which I feel most nearly meet your requirements.
Call me at 555-0966 and let me know if I can help you with hotel reservations or anything else.
Sincerely,
YOUR NAME
Sales Agent
P.S. Please call me if your plans change.
Dear Prospect:
It was a pleasure talking to you again.
I will be delighted to pick you up at the airport at 1:00 p.m. on Thursday, July 27th. I plan to spend as much time as we need and as much time as you want to spend looking for a home. I have already begun to preview some homes in your price range which meet your requirements, and I have found quite a few which I feel you would like to see.
Please call me if your plans change. I'm looking forward to meeting you in person and showing you the sights!
Sincerely,
YOUR NAME
Sales Agent
P.S. I have enclosed information on some of the nearby hotels. Let me know if you need assistance with reservations.
Dear Parent
Have you ever considered the advantages of owning versus renting?
1. Accumulation of equity for your graduate or you
2. Appreciation of value for your graduate or you
3. Choice of roommate for your student
4. Tax benefits, depreciation, etc.
Call me at 555-2877 or mail the enclosed postage-free card. I'll show you how easy it is to get your student out of the dorm and into an appreciable asset.
Sincerely,
YOUR NAME
Sales Agent
P.S. I can send you information on all types of investment property in the area.
Dear Bride to Be:
Best wishes on your upcoming wedding plans!

Even though this is one of the happiest periods of your life, I realize it can also be one of the most hectic because of all the showers and other preparations for the wedding. If I can help in reducing some of this frenzy by finding a house for you, please call me at 555-
5555 or mail the enclosed postage-free card.
Again, best wishes!
Sincerely,
YOUR NAME
Sales Agent
P.S. Did you know that you may be able to qualify for a mortgage and close on your home before the wedding?
Dear Groom to Be:
Congratulations on your upcoming wedding plans!
Even though this is one of the happiest periods of your life, I realize it can also be one of the most hectic because of all the bachelor parties and other preparations for the wedding.
If I can help in reducing some of this frenzy by finding a house for you, please call me at
555-5555 or mail the enclosed postage-free card.
Again, congratulations!
Sincerely,
YOUR NAME
Sales Agent
P.S. Did you know that you may be able to qualify for a mortgage and close on your home before the wedding?
Dear Prospect:
The auction of the century is coming up Wednesday, November 19, at 10:00 am.
This 18,000 square foot retail warehouse and office building on 3.62 acres is the former
ABC Cotton Gin and Warehouse. This is an absolute auction -- it will be sold to the highest bidder.
Terms are 20% down with the balance due in 30 days at closing. Our representatives will be on duty Monday and Tuesday prior to the auction to conduct personal on-site inspections for interested parties.
Enclosed is a brochure with details of the auction. For further information, please contact me at (555) 555-5555.
Sincerely,
YOUR NAME
Sales Agent
Enclosures
F
-

S
Dear Seller:
Thank you for allowing me to market your home, and thank you for your cooperation in negotiating the contract with the Coopers.
I will follow up on the loan application process and advise you periodically of the progress. I will contact you when it is time to order the termite letter.
Meanwhile, if you have any questions or if I can assist you with anything further, please do not hesitate to call me at 555-7854.
Sincerely,
YOUR NAME
Sales Agent
P.S. I have really enjoyed working with you!
Dear Seller:
I just wanted to follow-up with our telephone conversation today.
As we discussed, the Browns' loan has been approved, and the closing is scheduled at the
Law Offices of Smith & Smith, 555 Main Street, next Friday, March 30, at 9:30 am. Jim
Smith is the closing attorney.
I have received both the heating & air letter and the termite letter from you and have forwarded the originals to the closing attorney and copies to the Browns. As you know, they are both clear and indicate no repairs are needed.
I will stay in touch with all parties to make sure we have a smooth closing, and I will let you know if anything more is needed. If you have any questions, do not hesitate to call me at 555-0923.
I look forward to seeing you next Friday.
Sincerely,
YOUR NAME
Sales Agent
Dear Seller:
I have really enjoyed working with you in the marketing of your home at 555 Jones
Avenue. The Browns seem to be happy with their new home.
If I can be of further service, please do not hesitate to call me at 555-4489.
Sincerely,
YOUR NAME
Sales Agent
P.S. If you ever move back to our city, I hope you will allow me to help you with your relocation.

P.S. When you decide to purchase another home, I hope you will allow me to help you locate something that will suit your needs.
You may choose the applicable postscript.
Dear Seller:
HAPPY NEW YEAR!
I really enjoyed working with you on selling your property this past year. If I can be of service on anything during the coming year, please call me. I would love to work with you again. I like to think that I work harder to sell my listings than anyone else in the city.
I hope to hear from you soon.
Sincerely,
YOUR NAME
Sales Agent
P.S. If you know of someone else who would benefit from my services, please let me know.
F
-
B
Dear Buyer:
Congratulations on selecting the property at 555 Jones Avenue.
I have really enjoyed working with you in finding a home which suits your needs. I will be following up with all parties to make sure we have a smooth closing.
Meanwhile, if you have any questions or if I can assist you with anything further, please do not hesitate to call me at 555-7854.
Sincerely,
YOUR NAME
Sales Agent
P.S. I will stay in touch and advise you if any further documents are needed by the lender.
Dear Buyer:
Just wanted to follow-up with our telephone conversation today.
Again, congratulations on your loan approval. As you know, the closing is scheduled at the Law Offices of Smith & Smith, 555 Main Street, next Friday, March 30, at 9:30 am.
Jim Smith is the closing attorney.
As we discussed, you will need to bring to closing your homeowner's insurance policy and the premium invoice. Also, you will need a cashier's check made payable to Law

Offices of Smith & Smith in the amount of $6,239.72, for the remainder of your down payment and your share of the closing costs. I will notify you if there are any changes.
I have enclosed copies of both the heating & air letter and the termite letter. As you can see, they are both clear and indicate no repairs are needed.
I will stay in touch with all parties to make sure we have a smooth closing, and I will let you know if anything more is needed. If you have any questions, do not hesitate to call me at 555-0923.
I look forward to seeing you next Friday.
Sincerely,
YOUR NAME
Sales Agent
Dear Buyer:
I hope you are enjoying your new home at 555 Jones Avenue.
I have really enjoyed working with you these past several weeks. If I can be of further service, please do not hesitate to call me anytime at 555-4489.
Thanks for allowing me to help you.
Sincerely,
YOUR NAME
Sales Agent
P.S. Since there is a house for sale down the street, you have the opportunity of choosing your neighbor. Please let me know if you know someone you'd like as a neighbor.
Following up with all of your customers regularly is a very important part of building future business. You should use every opportunity to stay in contact with everyone who has ever bought a house from you. They are the source of future listings and sales when they are transferred or are ready to move up, or through the referrals they will send. I know some real estate agents who have sold houses to three generations in the same family.
On the following pages are examples of other letters that can be used to follow up regularly. Remember, when someone needs a real estate agent, he or she calls the most familiar and easiest to reach agent. With these letters, you can stay in touch often enough to remain familiar, and your letter lying on the coffee table will make your telephone number easy to find.
Dear Homeowner:
I hope you are still enjoying your new home.
If I can be of further service, or if you know of someone who wants to buy or sell a home, please call me at 555-9945. I would love to hear from you.
Sincerely,
YOUR NAME
Sales Agent

Name
Address
City, State 55555
Dear Homeowner:
I hope you are still enjoying your new home.
If you would take a few moments to complete the enclosed survey, I would appreciate it.
Please mail the survey in the enclosed postage-free envelope.
If I can be of further assistance, please call me at 555-8072.
Sincerely,
YOUR NAME
Sales Associate
Enclosure
Survey is on next page.
SURVEY
1. Did you receive copies of all closing documents? [ ] Yes [ ] No a. If not, would you like for me to send you a copy of something?
[ ] Yes [ ] No b. What copies do you need?____________________________
2. If you have not applied to the County Treasurer for legal resident property tax treatment, would you like information on this? [ ] Yes [ ] No
3. Would you like information on any of the following? a. A complimentary estimate of the value of your property? [ ] Yes [ ] No b. Selling property? [ ] Yes [ ] No c. Buying property? [ ] Yes [ ] No d. A career in real estate? [ ] Yes [ ] No
4. Would you please list the names of any of your friends who might need my services?
________________________________________________________
________________________________________________________
________________________________________________________
________________________________________________________
Please mail this survey in the enclosed postage-free envelope.
Your survey can be any length; however, the shorter it is, the better the response. People will invest a little time, but they resent being asked to give up an unreasonable amount of time to respond to a survey.
Dear Homeowner:
I hope you and your family have a great Fourth of July!
I really enjoyed working with you to help you find your home. If you know someone else who is thinking of buying a home, please call me. I will give your friends the extra special service they deserve.

Also, if you know someone in your neighborhood who is considering selling his or her home, please contact me. I have a 10-point marketing plan I'd like to show them.
Sincerely,
YOUR NAME
Sales Agent
P.S. If you would like to know how much your home is worth in today's market, please call me or mail the enclosed postage-paid card.
Check the Table of Contents for a sample 10-point marketing plan. A modified version of this letter can be sent on subsequent Fourth of July holidays.
Dear Homeowner:
As Labor Day approaches, I hope you continue to enjoy your home.
Working with you to find your home was a pleasure for me. You were such wonderful people to work with. If I can be of service in the future, please do not hesitate to call on me.
Sincerely,
YOUR NAME
Sales Agent
P.S. If you know someone who is considering buying or selling, please call me. I will give them the extra special attention your friends deserve.
A modified version of this letter can be sent on subsequent Labor Day holidays.
Dear Homeowner:
Happy Thanksgiving!
I hope you and your family have a wonderful Thanksgiving holiday, and I hope you are still enjoying your new home.
If I can be of any service, please call me at 555-3782.
Sincerely,
YOUR NAME
Sales Agent
P.S. Remember, if you know of anyone who wants to buy or sell a home, please call me.
As friends of yours, I'll give them extra special treatment!
A modified version of this letter can be sent on subsequent Thanksgivings.
Dear Homeowner:
I hope you are enjoying your home that you purchased this year.
As a homeowner, you are now qualified for legal resident property tax treatment, and you must make application prior to May 1. You should apply to the County Treasurer in the
County Administration Building at 555 Main Street. If you do not apply by May 1, your property tax rate will automatically be at the higher non-resident rate.
If you have any questions, please call me at 555-8972.

Sincerely,
YOUR NAME
Sales Agent
P.S. This is a one-time application and does not need to be repeated until you move again.
This is very important information you are supplying your customers. They will come to expect to receive valuable information about real estate from you, their real estate expert.
Dear Homeowner:
Enclosed is your property tax bill for the past year which was sent to the previous owner by mistake.
As you know, the taxes were prorated at closing, and you were given credit for the portion of taxes owed by the previous owner. Therefore, you now owe the total amount of the taxes for last year.
However, since your mortgage company has established an escrow account for you from which it will pay your taxes and insurance, you should forward this and any future tax notices directly to the mortgage company for payment.
If you have any questions, please let me know.
Sincerely,
YOUR NAME
Sales Agent
P.S. If you know anyone who is considering buying or selling, please contact me at 555-
7865.
This letter is to be used when tax bill is incorrectly sent to previous owner.
Dear Homeowner:
Property tax bills are scheduled to be mailed to all property owners within the next several weeks.
If you receive a property tax bill in the mail, you should forward it to your mortgage company for payment. If you have not received the tax bill by the end of the year, you need to contact your mortgage company to make sure it has been received.
As you know, the taxes were prorated at closing, and you were given credit for the portion of taxes owed by the previous owner. Therefore, you now owe the total amount of the taxes for last year.
However, since your mortgage company has established an escrow account for you from which it will pay your taxes and insurance, you should forward this and any future tax notices directly to the mortgage company for payment.
If you have any questions, please let me know.
Sincerely,
YOUR NAME
Sales Agent
P.S. If you know anyone who is considering buying or selling, please contact me at 555-
7865.
This letter should be sent several weeks before annual property tax bills are scheduled to

be mailed.
Re: 555 Fox Clearing Drive
Basil Woods Subdivision
Dear Building Inspector:
The mortgage company has requested a copy of the Certificate of Occupancy on above referenced property.
Please send it to my attention or call me when it is ready, and I will pick it up.
Thank you for your cooperation.
Sincerely,
YOUR NAME
Sales Agent
Re: 555 Fox Clearing Drive
Basil Woods Subdivision
Dear Building Inspector:
I request the Certificate of Occupancy issuance date on above referenced property be modified to more accurately reflect the date house was actually completed and ready for occupancy.
Home was not ready for occupancy until on or about February 15, 199__. The final inspection, which is applicable only to new construction, was completed by the appraiser a few days prior to the loan closing date of February, 199__. The house was never occupied until the closing date, February 28, 199__.
Since the house was clearly not ready for occupancy, I request the Certificate of
Occupancy be modified to reflect a February date.
Sincerely,
YOUR NAME
Sales Agent
This letter is for use when a new home is added to the tax rolls prematurely.
Dear Homeowner:
Enclosed is your water bill which was forwarded to the previous owner by mistake.
As you know, the water bill was prorated at closing, and you were given credit through the date of closing for the portion of the water used by the previous owner. Therefore, the entire balance due is owed by you.
In order to insure that future bills arrive on a timely basis, you should contact the Water
Department to have the water service put into your name. This will also decrease the likelihood of an unsolicited interruption of service.
If you have any questions, please let me know.
Sincerely,
YOUR NAME

Sales Agent
P.S. If you know anyone who is considering buying or selling, please contact me at 555-
7865.
Dear Homeowner:
Merry Christmas!
I hope you and your family have a Merry Christmas and a very Happy New Year. And I hope you are still enjoying your new home.
If I can be of any service, please call me at 555-9845.
Sincerely,
YOUR NAME
Sales Agent
P.S. If you know anyone who wants to buy or sell a home, please call me. I will roll out the red carpet for any friends of yours!
A modified version of this letter can be sent on subsequent Christmases.
Dear Homeowner:
Happy New Year!
I hope you and your family have a wonderful new year in your new home.
Remember, if you know someone who needs my services, please call me at 555-3476. I will be grateful to you for any assistance you may render, and I will treat your friends with the high degree of professionalism you have come to expect.
Sincerely,
YOUR NAME
Sales Agent
P.S. Don't forget to apply for your legal resident tax status between now and May 1.
The postscript contains some very important information. (See Table of Contents for letters on property tax.) Your previous buyers will come to expect to receive important information about real estate from you, their real estate expert. When they need advice about real estate, they will automatically call you. It is hoped that they will refer their friends to you, as well.
A modified version of this letter can be sent on subsequent New Year's days. Remember to leave off the postscript after the first year.
Dear Homeowner:
HAPPY NEW YEAR!
I hope you had a good holiday season, and I hope you have a wonderful 1993.
Immediately after Christmas, our phones began to ring off the hook from prospective buyers who had put off a buying decision until after the holidays. Consequently, I need more listings to show these prospects.
If you know someone who wants to sell a home, please call me at 555-4598 or mail the

enclosed postage-free card. Since you are familiar with my knowledge, experience, and level of expertise in the real estate business, you know that your friends will be in good hands and will be treated with the high degree of professionalism you have come to expect.
I will be grateful to you for any assistance you may render.
Sincerely,
YOUR NAME
Sales Agent
P.S. I will always give you and your friends the red carpet treatment!
The letter can be sent just before or just after New Year's Day to any of your acquaintances as well as to previous buyers.
Dear Homeowner:
HAPPY NEW YEAR!
I have enjoyed working with you over the past several years. I hope this year will be a wonderful year for you.
If you know of someone who wishes to buy or sell a home, please call me. I will give any friend of yours the red carpet treatment.
Sincerely,
YOUR NAME
Sales Agent
Dear Homeowner:
6, 7, 8 . . . what are the rates today?
The lowest interest rates in over 20 years and pent-up demand are giving us the best year in real estate we have ever had. Our office phones continue to ring off the hook from prospective buyers. Consequently, as we go into the traditionally "hot selling" months, I need more listings to show these prospects.
If you are considering selling your home, or if you know someone who wants to sell, please call me at 555-7839 or mail the enclosed postage-free card. Since you are familiar with my knowledge, experience, and level of expertise, you know that you or your friends will be in good hands and will be treated with the high degree of professionalism you have come to expect.
I will be grateful to you for any assistance you may render.
Sincerely,
YOUR NAME
Sales Associate
P.S. I will always give you and your friends the red carpet treatment!
Dear Homeowner
Did you know that even after you have paid 23 years of a 30-year mortgage, you still owe

more than half?
That's right. You own only half of your house after paying on it for 23 years! Since your mortgage is front-end loaded with interest, during the early years you pay mostly interest with very little going toward principal. For example, during the first three years, you pay less than 2% toward principal, with over 98% going for interest. After seven years, you have paid less that 5% toward the principal, and it's not until the fifteenth year that you are even close to having 20% of the principal paid.
But it doesn't have to be this way!
You can be in control of your mortgage balance by making periodic prepayments toward your principal. This will save you thousands of dollars in interest and will help you to accumulate equity much faster.
Please call me at 555-7299 for more information.
Sincerely,
YOUR NAME
Sales Agent
P.S. This is the way to assure that you will have more equity when you get ready to sell your home.
Although the first line of this letter is scary, it is also true. If you can help new home buyers accumulate equity faster, you will be doing them a service that they will not forget when it comes time to list and sell their home. Your goal is to establish yourself as their real estate expert. (You may need to consult with a mortgage banker if you are not familiar with mortgage prepayment guidelines.)
M
S
L
Dear Homeowner:
Thank you for giving me the opportunity to work with you in marketing your home at
555 Jones Avenue.
I have entered the information into the multiple listing computer, installed two post signs on each corner, and have scheduled the first ad to run in this Sunday's newspaper.
I will keep you informed as to activity, and again, thanks.
Sincerely,
YOUR NAME
Sales Agent
This is the first of a series of briefings you should make to each of your sellers either by letter, phone, or in person. You can't communicate too much. At renewal time, you will often be judged not by what you did but by how much you communicated with the seller.

Dear Homeowner:
Thank you for calling me to market your condominium.
I will put maximum effort toward this, because I know time is of the essence. I feel that I will be able to generate some activity -- I have already thought of several prospects.
Among other things, I will be running a newspaper ad and contacting our other branches to see if any of our agents has a prospect for your unit.
Please sign the enclosed documents and return them to me. I have already started working and am putting the special push on this.
Sincerely,
YOUR NAME
Sales Agent
Dear Seller:
Enclosed is a copy of the advertisement of your home which ran in last Sunday's newspaper.
I will keep you informed as to the amount of activity we are able to generate on your home.
Sincerely,
YOUR NAME
Sales Agent
Sellers want to know what you're doing. If they don't hear from you, they assume you're doing nothing. You should send a copy of each ad that you run.
Dear Seller:
One of our agents, Sue Jones, is planning to show your home to some out-of-towners this coming Sunday around 3:30 pm.
I will follow-up with Sue to see if there is anything I can do to help her put a deal together on your home.
Sincerely,
YOUR NAME
Sales Agent
P.S. If possible, please leave on all the lights and have the air conditioner running.
Thanks.
Dear Seller:
One of our agents, Sue Jones, showed your home Sunday.
Although the prospects liked your home, they are still looking and have not made a decision. I'll let you know if something develops.
Sincerely,
YOUR NAME
Sales Agent

P.S. Thank you for having the lights and air conditioner on Sunday.
Re: 555 Any Street
Dear Homeowner:
We have two showings scheduled this coming week:
1. Our Agent, Jim Smith, is showing your home to an out-of-towner. The prospect has seen a flyer and is aware of your home's many features, and she likes the way everything sounds.
2. Jim Williams of Brown Realty is showing your home to a prospect for the second time. That's a good sign.
Plus, we have an open house scheduled for Sunday. I am hopeful that we will be getting an offer very soon. Meanwhile, we intend to do all we can to maintain the current level of activity.
I'll keep you informed.
Sincerely,
YOUR NAME
Sales Agent
Remember to keep all of your sellers informed. Not hearing from the listing agent on a timely basis is the biggest complaint managers and brokers hear from sellers. As long as you keep them informed as to the things you are doing to market their home, they are apt to be more willing to listen to your suggestions on price adjustments and other things.
Also, they will possibly be more tolerant of the length of time it takes to get an acceptable offer.
Dear Homeowner:
In an effort to sell your house as quickly as possible, I have recently done the following:
1) Contacted Joe Williams, an agent in our Northside branch office, to help direct our
Northside agents toward your home.
2) Scheduled an area agent's tour of your home this coming Friday.
3) Scheduled a color ad to be run in Homes Magazine.
We will continue to aggressively market your home. The above items should help tremendously.
Sincerely,
YOUR NAME
Sales Agent
P.S. Please call me with the names of agents who preview or show your home so that I can follow up with them to see if I can help them put a deal together.
Re: 555 Jones Avenue, Unit 11
Dear Builder:
We have had quite a lot of traffic through this unit and have had four or five highly

qualified prospects. With this much traffic, it should have sold by now. However, we have not been able to put a deal together.
In the past when we have had a new home that was a slow mover, we have found it to be in the builder's best interest to go ahead and finish the home. This helps speed up the sale for the following reasons:
1. Prospects can better visualize how the finished product will look.
2. Home appears ready for occupancy to agents and prospects who mistakenly think that the unfinished home will take too long to finish.
3. A finished home just looks better than one awaiting carpet and vinyl.
If you should decide to finish the unit, we recommend staying with neutral colors such as beige carpet, white or almond vinyl, and white or almond counter tops and appliances.
The large deck provides enough walking area to allow most mud and dirt to be dislodged from shoes prior to entry into home. Additional protection for the floors can be provided by putting down rolls of paper in a walking pattern throughout the home.
In the past, finishing a home has worked for us most of the time. Please let me know what your thoughts are on this.
Sincerely,
YOUR NAME
Sales Agent
Dear Prospect:
You are invited to an Open House at 555 Jones Avenue this Sunday, from 2:00 to 6:00 pm.
This home has been recently renovated from head to toe: new carpet, new paint, new roof. A like-new 3 BR, 2 bath brick home for under $100,000!
I look forward to seeing you Sunday.
Sincerely,
YOUR NAME
Sales Agent
P.S. If Sunday is not convenient, please call me at 555-5555. I'll be glad to show it to you anytime.
You should invite everyone in the world to your Open House. Since you're going to be there anyway, why not have some company. Some ideas for possible guests: neighbors of the client, friends of the client, relatives of the client, client's work associates, your neighbors, your friends, your relatives, your prospects, other real estate agents, neighborhood business owners, and the list goes on.
Dear Prospect:
This letter will introduce you to Forest Annex, a subdivision of new homes which is located adjacent to your neighborhood.
I would like to invite you to visit an Open House which will be held this Sunday, 2:00 to
6:00 pm. In addition to the model, there are two homes available for sale and another one under construction. You can still pick your colors on everything but the model.

Phase II of this popular neighborhood is scheduled to begin soon. Please drive by and see what exciting things are happening near you!
Sincerely,
YOUR NAME
Sales Agent
P.S. If I can be of assistance in helping you sell your present home or in helping you locate a home in another area, please let me know.
Dear Prospect:
Thank you for visiting my Open House at 555 Jones Avenue on Sunday.
You asked about the age of the roof. I have asked the owner to look through her records in an attempt to find the invoice for the roof which was replaced several years ago. The invoice will contain a date which should be close to the date of replacement. I will call you when I have a copy of this invoice.
Meanwhile, if you think of any other questions or if you would like to look at any other property which is for sale, please call me at 555-6834. As a member of the Multiple
Listing Service, I have access to all properties which are for sale.
Sincerely,
YOUR NAME
Sales Agent
P.S. Call me anytime if you would like to look at this property again.
This letter sets up a reason (the age of the roof) to follow-up by phone with this prospect.
You can adapt this to other reasons, such as, a survey of the property, a list of first grade teachers, the latest utility bills, etc.
Dear Homeowner:
It has been approximately a month since I listed your home, and I appreciate your cooperation with me and other agents.
During this initial marketing period your home has been shown extensively by our company and other cooperating brokers. Since no offers have been received, it is obvious that the market is telling us that a price adjustment is necessary. If you agree, please sign the enclosed form and return it to me in the enclosed postage-free envelope.
I will continue to monitor all marketing aspects of your home, and I will keep you informed at all times of our progress toward our mutual goal of selling your home. Again, thanks for your cooperation.
Sincerely,
YOUR NAME
Sales Agent
Dear Fellow Agent:
Are you working with any buyers in the $100,000 price range?

Please preview and show my listing at 555 Jones Avenue. I have enclosed information on this property. The seller is motivated and will help with closing costs.
If I can answer further questions, please call at 555-3698.
Sincerely,
YOUR NAME
Sales Agent
P.S. I am having an Agent's Open House with barbecue and drinks next Thursday. Hope to see you.
Dear Fellow Agent:
Thank you for showing my listing at 555 Jones Avenue.
If you or your prospects have questions, please feel free to call me at 555-7834 anytime. I will be glad to contact the owner or do whatever is necessary to get your questions answered.
It would be helpful to me if you would take a few moments to fill out the bottom of this letter and return it to me. Your participation in this short questionnaire will be most appreciated.
Sincerely,
YOUR NAME
Sales Agent
P.S. Thanks again for showing this property.
______________________________________________________________
Is home priced right?_____ What should price be?___________
Does home show well?_____
What is best feature of home?_____________________________________
What is worst aspect?____________________________________________
Suggestions to make it show better_________________________________
______________________________________________________________
Dear Agent:
You recently previewed or showed my listing at 555 Jones Avenue.
As of today, it has been reduced to $132,900 and has new carpet and paint. Now it looks like a new home!
I hope this information will be of help to you, and thanks for previewing or showing my listing.
Sincerely,
YOUR NAME
Sales Agent
Dear Homeowner:

Don't get discouraged -- one of the best times of the year is coming.
That's right, after New Year's Day, our phones will begin to ring off the hook! This happens every year as a result of the pent-up demand caused by procrastinating buyers who wait until after Thanksgiving and Christmas to begin looking at homes. And your home is firmly on the market and ready for the onslaught of buyers after New Year's Day.
I hope you have a very Merry Christmas and a Happy New Year!
Sincerely,
YOUR NAME
Sales Agent
Re: Property Address______________________________________________
Buyer_______________________________________________________
Seller_______________________________________________________
Dear Fellow Agent:
Thank you for selling my listing. It is a pleasure to work with such a professional.
In order to facilitate a smooth closing, please fill in the missing information and return this letter to me.
Closing date_____________________________ Time_____________________
Attorney or Escrow Agent____________________________________________
Paralegal or Contact Person___________________________________________
Address__________________________________Telephone_________________
Lender____________________________________________________________
Contact Person_____________________________________________________
Telephone_________________________
Thank you for your cooperation. I look forward to a smooth closing.
Sincerely,
YOUR NAME
Sales Agent
Recipient to fill in blanks and return to sender.
Re: Property Address________________________________________
Buyer___________________________________________________
Seller__________________________________________________
Closing Date__________________________
Listing Company_______________________________________________
Agent_____________________________________________________
Telephone_________________________________
Selling Company_______________________________________________
Agent_____________________________________________________
Telephone_______________________________
Total Real Estate Commission $__________
Listing Company $__________ Selling Company $__________
Lender________________________________________________________

Contact Person_________________________________________________
Telephone____________________________________
Applicable Letters: ___Termite ___Heating & Air ___Roof
___Home Inspection ___Well ___Septic Tank ___Other
You are to fill in blanks prior to mailing to the attorney.
©1995-2005 by Tommy Carter 127
M
R
E
O
Date:
To: Name of Agent
From: YOUR NAME , Sales Manager
Subject: Suggestions for Getting More Listings
======================================
1. Telephone 10 letter recipients in your farm area each day. Ask recipient if he/she has received your letter, then "Do you know anyone who is considering buying or selling a home?"
2. Telephone expired listings in your farm area every day.
3. Set up FSBO file by telephone number from ads in newspaper. Call each one in your farm area daily. (Send follow-up letters and continue to call until you get the listing.)
4. Conduct Open House on a high-traffic house every Sunday.
5. Conduct office opportunity time on at least one weekday and one Saturday per month.
6. Go to 5 businesses per day to ask "Do you know anyone who wants to buy or sell a house?"
7. Attend all sales meetings. You will obtain at least one idea that will help you list and sell more.
8. Preview at least 5 houses per day.
Please fill out and return the following to me as soon as possible:
Name________________________________________________________________
Farm area____________________________________________________________
Business area_________________________________________________________
Where is your Open House this Sunday?___________________________________
In which area or areas are you going to begin your previewing?________________
____________________________________________________________________
____________________________________________________________________
Which days of the week do you prefer for Office Opportunity Time?___________
____________________________________________________________________

Dear Broker or Sales Manager:
We previewed one of your listings.
Today, on our office tour, we previewed your listing at 555 Jones Avenue, listed by your agent, Gene Brown.
We hope you will include one of our listings on your next office tour.
Thanks.
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Agent:
Once again you have proven that you really know how to conduct an Open House in style!
I was extremely impressed and very proud of your professional ability as demonstrated by your champagne brunch today at your elegant listing on First Avenue. What a prestigious listing to add to our inventory! And what a cultured atmosphere your sumptuous brunch created! And what a charming and attentive hostess you were! You are the envy of every real estate agent who aspires to work in the sophisticated, upscale market.
With this listing and your numerous listings and sales in this part of town, you are helping this branch achieve one of our goals: to become a dominant force in the upscale market.
Your listings are a complement to our other branch listings.
Thank you for making all of us at this branch of Smith Realty proud to work with you.
Sincerely,
YOUR NAME
Broker-in-Charge
P.S. What is the menu at your next Open House?
Dear Prospect:
I enjoyed meeting you today.
Sue Jones is an experienced agent who knows the city's real estate market better than anyone. I am sure she will be able to help you or any of your friends and associates with any real estate needs.
If I can be of service to you, please call me anytime.
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Agent:

Thank you for your contract on our listing at _______________. I just wanted to let you know that I really appreciate your effort in selling this listing.
We are looking forward to a successful closing. Please feel free to contact me if I can help in any way.
Sincerely,
YOUR NAME
Broker-in-Charge
This is a covert method of recruiting: you're developing rapport with an agent without being obvious about your goal.
Dear Agent:
Thank you for your assistance with our contract on your listing at _______________. I just wanted to let you know that I really appreciate your working with us to help us sell this listing.
We are looking forward to a successful closing. Please feel free to contact me if I can help in any way.
Sincerely,
YOUR NAME
Broker-in-Charge
This is a covert method of recruiting: you're developing rapport with an agent without being obvious about your goal.
Dear Resident:
Do you like people?
Do you like to look at houses?
How would you like getting paid for looking at houses and showing these houses to other people?
We are currently looking for a resident of the Old Forest area who is interested in a career in the exciting field of real estate.
You need not have any experience, because we will teach you everything you need to know. Our comprehensive training program prepares you for a successful career. And we provide the sales tools and management support that is second to none.
If you are interested, please call me at 555-9832 for a personal interview. There is no obligation.
Sincerely,
YOUR NAME
Broker-in-Charge
P.S. Next month we will be offering special evening training classes. There is no charge for this training program. Please call me for a schedule.
Dear Prospective Agent:
Thank you for your interest in our company.

I can tell by talking to you that you will do well in this business. Your ability to talk well on the telephone and your experience in administration will serve you well if you choose to embark on a real estate career.
Please look over the enclosed information and let's get together soon to discuss the opportunities available to you in real estate.
Sincerely,
YOUR NAME
Broker-in-Charge
P.S. Our classroom and on-the-job training is second to none!
Dear Prospective Agent:
I enjoyed talking to you on the telephone today.
I can tell by talking to you that you will do well in this business. Your ability to talk well on the telephone and your teaching experience will serve you well in real estate.
We have several success stories involving people who began part-time and later worked into full-time. One person who worked for the government for 12 years started part-time in real estate, and then became so busy with real estate that he had to quit his government job!
Step one is to attend one of the pre-licensing schools. The purpose of this is to prepare you for the state licensing exam. After licensing or during the interim, you can attend our classroom training program. Once you are licensed, we will sit down together and plan a custom on-the-job training program for you that will get you into the business quickly.
Let's get together soon to discuss any questions you may have regarding a career in real estate.
Sincerely,
YOUR NAME
Broker-in-Charge
P.S. I'm anxious to help you get started earning money in real estate!
This letter is useful as a follow-up to a telephone call to teachers and others. It is easily modified for use with prospects in most career fields.
Dear Real Estate Agent:
Your advertisement in the current issue of Homes Magazine indicates that you are an active, successful, professional!
We at Smith Realty appreciate professionalism, and we are equipped to provide whatever your needs dictate. We offer a recently redecorated professional office, secretarial assistance with a computer for your data base, errors and omissions insurance, life and health insurance, warranty program, a relocation department, advertising, numerous sales tools, and many other support systems.
I would like to tell you more, so let's have lunch next week to discuss this. Won't you give me a call at 555-3487?
Sincerely,
YOUR NAME

Broker-in-Charge
P.S. Lunch is on me, and there is no obligation to you!
Most recruiting letters are more effective when followed up with a telephone call.
Dear Sue:
I enjoyed seeing you at the board meeting yesterday.
We have a great group of agents in our Main Street branch including Jane Smith and others who speak highly of you. Many of us have had closings with you, and everyone always says what a great job you do.
I would love to talk to you about coming to work with us. We all think you would fit in well with all of our wonderful people. And we would all be extremely excited and proud to have you as one of us.
Let's get together and see if you would be as interested in us as we are in you!
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Agent:
We're growing, and we're looking for professionals like you to help us grow.
I have long admired your professionalism in our industry. I believe that we have the environment to help you achieve even greater heights.
I will be calling you soon. Meanwhile, if you have any questions about the opportunities we have available for you, please call me at 555-5555.
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Agent:
We have a hole that someone of your caliber can fix!
Although we are number one in listings in this area, we do not currently have your neighborhood properly covered.
Your record indicates that with the right opportunity, you could become a super-star. This is your opportunity, and on behalf of Smith Realty, I promise to do everything in my power to help you achieve this status.
Let's get together soon.
Sincerely,
YOUR NAME
Broker-in-Charge

Dear Agent:
We're not interested in rules!
We're interested in helping people sell and buy real estate.
And if you want to see how this plays into the fact that we have more listings, call me at
555-7834. We'll discuss this over lunch.
Sincerely,
YOUR NAME
Sales Agent
P.S. Lunch is on me!
Dear Agent:
One of our agents, John Jones, told me that he recently met you at Crickentree and that you are a very sharp, professional agent.
I am always looking for good people to add to our team. Since our space is limited, I have to be selective, and John says that you would be an asset and would fit in well with our very high caliber group of people.
If you are interested in seeing what we have to offer that no other company in town can match, please call me at 555-5555.
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Agent:
It was a pleasure to see you at your Open House on Jones Avenue last Sunday.
I'll be certain all of our agents are aware of this property. Perhaps some of them have prospects for this particular home.
Please let me know if I can be helpful to you, especially if you have listings in our area with special features or terms that we need to know about.
I hope you have an outstanding year.
Sincerely,
YOUR NAME
Broker-in-Charge
Visit an Open House for a covert opportunity to recruit. You're developing rapport with an agent without being obvious about your ultimate goal of recruitment.
Dear Agent:
I would like to discuss with you what I feel would be mutually beneficial to both of us.
Since you have never worked at a big company, you probably don't know the advantages, such as:

1. More listings, so more in-house sales.
2. Easier to get listings.
3. More agents to help you sell your listings.
4. More leads in general, and leads through national referral system.
But the most important thing you may not know: You have the ability to become a superstar if you're in the right environment. We are number one in listings, and with our central location, this is the right environment for you. And I will help you become the star you should be!
Let's get together! I'll call you soon.
Sincerely,
YOUR NAME
Broker-in-Charge
P.S. Lunch is on me!
Dear Agent:
Lost in a big crowd?
Are you tired of standing in line to use the copier, rubbing elbows with part-timers and others whose name you don't even know, and wondering how many new agents will be funneled in and out the door this month?
At Smith Realty, we take pride in the fact that all of our agents are professionals with years of experience. We're smaller than the big three, but we have all of the tools to help you continue to give the high level of service you are accustomed to giving your clients.
Want to find out more? Let's get together over lunch to discuss -- or drop by anytime for a tour of our office.
Sincerely,
YOUR NAME
Sales Agent
P.S. Lunch is on me!
Re: General Sales Meeting
Date: Wednesday, May 22, 199__
Time: 9:00 am
Place: Marriott, Main Street
Dear Mr. Mayor:
We would be honored to have you speak to our sales associates regarding the city or any subject on which you wish to speak.
If this suits your schedule, we will give advance notice to our sales associates in order to insure good attendance. If you wish, we will invite the press.
Thank you in advance for considering this request.
Sincerely,
YOUR NAME

Broker-in-Charge
Dear School Official:
We need your help in keeping our files up-to-date.
Since many of our customers are people who are relocating here from another city, we continually receive requests for information on the schools. It is helpful to have information on file and to have extra copies of the literature to mail with our newcomer kits.
Please send any information you have or call me to discuss arrangements for picking it up. I look forward to hearing from you.
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Friend:
Good news travels fast!
I am happy to share with you the news that we have opened our new Branch Sales Office uptown at 555 Main Street. Please drop by to see us at your earliest convenience -- I'd like to personally show you through our operation.
The real estate industry is presently enjoying a record-breaking year, and we expect our new office to play a major role in area real estate sales.
Please share our good news with your clients, friends, and relatives, and I look forward to seeing you.
Sincerely,
YOUR NAME
Broker-in-Charge
(Letterhead)
FOR IMMEDIATE RELEASE
Contact YOUR NAME
(555) 555-7890
REAL ESTATE: EXPANSION UPTOWN
COLUMBIA, SC, December 8, 1995 -- Who says there is a recession? A local real estate company is so confident in the state of the economy that the company is opening another in-town sales office.
YOUR NAME, Sales Manager for Smith Realty, announced today that the new office will be located at 555 Main Street. Opening January 17, the hours are 9:00 to 5:00
Monday through Saturday and 1:00 to 5:00 on Sunday. With approximately 20 agents, the new office will be in a position to help home buyers locate near the popular and revitalized downtown area.
The revival of the downtown area has become so dramatic that it has created demand for housing in an area that was once headed for decline. Downtown areas across America

are finding new life after decades of decay, and the city is falling into that nationwide pattern. Under the direction of the local Downtown Merchant's Council, programs are under way to insure that the turnaround continues. In
- more - addition, the Mayor's Office has been very supportive of local efforts.
Smith Realty has over 150 agents in five branches located strategically throughout the city. Begun in the early eighties, the company has grown from one branch office with only five agents to its current size in a relatively short period of time. Company president,
John Smith attributes the fast growth to the company's commitment to serving the community as well as its many customers. Its annual charity golf tournament has become a tradition and is credited with establishing a cohesive goal for community involvement.
####
Some editors will run a news release as is with no changes. Others will use it as a guide to write a story. Others, if the subject is interesting enough, will assign a staff writer to interview you and write an article. Try to make your news release as interesting as possible, because this improves your chances. If possible, enclose photographs.
(Letterhead)
FOR IMMEDIATE RELEASE
Contact Tommy Carter (555) 555-6736
AGENT JOINS FIRM
COLUMBIA, SC, December 8, 1995 -- Ann Johnson has joined Smith Realty's new in-town branch office, according to YOUR NAME, Sales Manager.
A graduate of UCLA, Johnson has five years experience in real estate and has consistently been a multi-million dollar producer. She has a strong knowledge of new home marketing as well as other residential real estate.
Smith Realty has over 150 agents in five branches located strategically throughout the city.
- 30 -
This is a typical short news release. Some publications which have a business column devoted to personnel changes will print only this much. However, sometimes you can get a larger article by making the news release more interesting. See next page for a more interesting version of this news release.
(Letterhead)
FOR IMMEDIATE RELEASE
Contact YOUR NAME (555) 555-6736
AGENT JOINS FIRM
Ann Johnson is a member of a growing group of women who combine raising a family, cultivating a hobby, and enjoying a very successful career.
Johnson, who recently joined Smith Realty's new in-town branch office after a five year stint with another real estate company, says that real estate offers her the flexibility to make the most of each facet of her life.
Interested in horses from childhood, Johnson has been raising show horses on her

farm in the lower part of the county since before she began a career in real estate. She says her husband, Dan, and their three children play an important part in helping her enjoy her time-consuming hobby. "My children have grown up around the horses, and they can't imagine life without them," she said.
John Smith, president of Smith Realty, says that backgrounds and hobbies of the more than 150 real estate agents in the company he heads are as diverse as anyone can imagine. "We have bikers, campers, golfers, big-game hunters, computer tinkerers -- you name it. Each person is unique and brings a totally different collection of experiences to our company," Smith said.
Many of the people Johnson meets in the "horse" community become real estate customers, according to Johnson. "People are always interested in real estate. It's just a natural curiosity. They want to know the asking price of a particular piece of property or how much their next door neighbor's house sold for," Johnson said.
Smith stated that he was extremely pleased and excited to have a person with
Johnson's experience in the new in-town branch. Johnson said that she was glad to be a part of the company. "A large company such as Smith Realty offers more marketing tools as well as training opportunities than a smaller company," Johnson said.
Smith Realty has over 150 agents in five branches located strategically throughout the city. Begun in the early eighties, the company has grown from one branch office with only five agents to its current size in a relatively short period of time. Company president,
John Smith attributes the fast growth to the company's commitment to serving the community as well as its many customers. Its annual charity golf tournament has become a tradition and is credited with establishing a cohesive goal for community involvement.
And you can go on and on. This particular news release is tailored to a large company. For the same news release, but tailored to a small company, see next letter.
(Letterhead)
For Immediate Carter 153
Release
Contact YOUR NAME (555) 555-6736
AGENT JOINS FIRM
Ann Johnson is a member of a growing group of people who combine raising a family, cultivating a hobby, and enjoying a very successful career.
Johnson, who recently joined Smith Realty after a five-year stint with another real estate company, says that real estate offers her the flexibility to make the most of each facet of her life.
Interested in horses from childhood, Johnson has been raising show horses on her farm in the lower part of the county since before she began a career in real estate. She says her husband, Dan, and their three children play an important part in helping her enjoy her time-consuming hobby. "My children have grown up around the horses, and they can't imagine life without them," she said.
John Smith, owner of Smith Realty, says that backgrounds and hobbies of real estate agents are as diverse as anyone can imagine. "There are bikers, campers, golfers, big game hunters, computer tinkerers -- you name it. Each person is unique and brings a

totally different collection of experiences to our industry," Smith said.
Many of the people Johnson meets in the "horse" community become real estate customers, according to Johnson. "People are always interested in real estate. It's just a natural curiosity. They want to know the asking price of a particular piece of property or how much their next door neighbor's house sold for," said Johnson.
Smith stated that he was extremely pleased and excited to have a person with
Johnson's experience in the company. Johnson said that a smaller company such as Smith
Realty offers a more personal approach to marketing homes than a larger company, and she is looking forward to working with her associates.
Smith Realty has 16 agents and is centrally located downtown. Begun in the early eighties, the company started as a one-person office and has grown to its current size. The company continues to serve its loyal customer base. Company president, John Smith attributes the fast growth to the company's commitment to serving the community as well as its many customers. Its annual charity golf tournament has become a tradition and is credited with establishing a cohesive goal for community involvement.
This news release is tailored to a small company. For the same news release, but tailored to a large company, see previous letter.
(Letterhead)
FOR IMMEDIATE RELEASE
Contact YOUR NAME (555) 555-6736
NEW COMPANY
COLUMBIA, SC, December 8, 1995 -- John Smith announced recently that he has opened a new real estate company called Smith Realty. The new company is located at 555
Main Street.
Smith has over 10 years experience in real estate and is a life member of the local
Association of REALTORS Million Dollar Club. A graduate of the University of Georgia,
Smith also is a graduate of the REALTORS Institute.
Smith Realty has six real estate agents and specializes in residential real estate. With its downtown central location, the company plans to serve the residents of the city and parts of the county.
Re: Contract on 555 Rail Rd.; dated May 5, 199__; James F. Jones and Susan L. Jones,
Purchasers; Miles Williams, Seller
Dear Seller:
Enclosed is a copy of a letter from First Mortgage Co., denying a loan to above purchasers.
Accordingly, the purchasers have requested that the $2,000 earnest money be returned to them. Since the contract was contingent on purchasers obtaining financing, and since the time limits of the contract have expired, we will disburse the earnest money to the purchasers unless we hear from you within ten days.
If you have any questions regarding this, please contact me.
Sincerely,

YOUR NAME
Broker-in-Charge
Re: 555 Jones Avenue
Dear Broker-in-Charge:
On or about June 1, our agent, Bob Smith, showed subject property to prospects Jim & Sue
Brown. The Browns subsequently purchased the property directly from the owner.
In accordance with the listing agreement between your company and the owner, and within the confines of our subagency agreement through the Consolidated Multiple Listing Service, your company is entitled to 7% of the sales price ($8,500) of which we are entitled to 50%
($4,250). We request you take all legal steps necessary to collect this commission and to forward our share as soon as possible.
If you need any clarification, I will be glad to provide additional information on this matter.
Sincerely,
YOUR NAME
Broker-in-Charge
To Whom It May Concern:
This letter will serve as my recommendation for Tom Jones.
As his former immediate supervisor, I am familiar with Tom's excellent work habits, his communications skills, his tremendous enthusiasm, and his unsurpassed loyalty.
Tom's best attribute is his ability to set a plan of action and then follow that plan in order to achieve his goals. He maintains a conscientious attitude and exhibits a professional approach to listing and selling homes. This consistency of good work habits will carry Tom into any field with success.
If more information is needed, please do not hesitate to call me at 555-9283.
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Agent:
During your recent out-processing, an outstanding balance on your account was overlooked.
You had paid for your multiple listing books through the end of December, but the books which were ordered in your name for January and part of February have not been paid for. If you would please send a check made payable to Smith Realty for $49.00, I would be most appreciative.
Good luck to you. We have all enjoyed knowing you, and we wish you well in your new city.
I think you have the potential to be a great real estate agent. If you need a letter of recommendation or anything else, please call me. I'll be glad to help in any way I can.
Sincerely,
YOUR NAME

Sales Agent
Dear Homeowner:
It has come to my attention that one of our agents inadvertently sent a direct mail letter to you even though you have already listed your property with us.
I am aware that you are an important client of our agent, Sue Jones. The letter that came to you was a result of a mass mailing by a secretary to names taken from a city directory and should not have been mailed to you. I am sorry for the confusion.
We are very proud to have a person of Sue's caliber with us, and we are expecting a great future for him in real estate.
We appreciate your business, and we hope you are satisfied with our services so far.
Sincerely,
YOUR NAME
Broker-in-Charge
This letter is helpful when one of your agents sends a prospecting letter to a seller whose property is already listed with your company or branch office.
Re: 555 Jones Avenue
Dear Homeowner:
We have received your letter, and although we understand your concerns, we feel that Smith
Realty did nothing wrong concerning your purchase of the home located at 555 Jones
Avenue.
It is my understanding that you had the home inspected by a home inspection service and that the contract was indeed contingent on this inspection. It is also stated on the contract of sale that the house is being sold in "as is condition". If you had any questions concerning the heating system, we feel that the inspection service report should have answered the questions.
We want you to remain a satisfied Smith Realty customer; however, we did not own the home located at 555 Jones Avenue. Therefore, we are not responsible for the heating system.
If I can be of further assistance in this matter, please do not hesitate to call me at 555-8745.
Sincerely,
YOUR NAME
Broker-in-Charge
Responding to complaints is tough, because no matter what you say or do, you may remain the villain and possibly the defendant in a lawsuit. However, you can sometimes lessen the impact by empathizing and then firmly stating your position.
Re: 555 Jones Avenue
Dear Homeowner:
We have received your letter, and while we understand your concerns, we feel that Smith
Realty is not responsible for the problem with your porch.

Normally the VA appraisal indicates those things that need to be repaired prior to closing.
This usually includes such things as structural damage, water damage, deficient paint, etc.
Since there is not a notation concerning your porch in the VA appraisal, the problem apparently did not exist prior to closing. If the porch was sinking before closing, neither you nor the VA appraiser saw it. Therefore, the repairs would normally be the responsibility of the purchaser.
We want you to remain a satisfied Smith Realty customer; however, we did not own the home located at 555 Jones Avenue, and we do not warrant the properties we sell.
Furthermore, we are not in a position to uncover all possible defects in a property, and we do not set ourselves up as construction experts. While we regret the problem with the porch, we cannot accept responsibility for it.
If I can be of further assistance in this matter, please do not hesitate to call me at 555-6723.
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Mr. Prospect:
Thank you for your letter of June 1, 19--.
I am sorry that you were unhappy with the service that was provided by one of our agents, and I hope your experience will not affect your feelings toward our company. I assure you that I will take appropriate measures to prevent this from happening in the future.
Mr. Prospect, you are a valued customer of ours, and we want to provide the best service possible to all of our valued customers. If there is anything I can do to help you at any time, please do not hesitate to call on me. I will personally see that you receive the "red carpet" treatment on any future real estate matters.
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Prospect:
We owe you an apology!
I understand that when you called us to inquire about the listing at 555 Jones Avenue, you were not treated with the courtesy and respect that all of our customers and potential customers deserve. I have spoken to the listing agent, and she is aware that we do not approve of the way your call was handled. Every call that we receive is very important to us, and I am very sorry for the way you were treated.
I will be glad to personally answer any of your questions about this property or any other property at any time. Please let me know if I can be of any assistance.
Sincerely,
YOUR NAME
Broker-in-Charge

Dear Mr. Williams:
It has come to my attention that one of our agents was rude to you and your staff last week.
Since I am very appreciative of your efforts and am aware of all you do for us, I was very distressed to learn of this incident. I think everyone who knows you knows that you and your staff do a wonderful, and often thankless, job of serving all of the member brokers. It is totally unforgivable for anyone to treat you with other than the high amount of respect you deserve.
On behalf of Smith Realty, I would like to apologize for this incident. I have spoken to the agent involved and have let him know that I do not condone his behavior. In the future, please let me know if any of our agents are rude to you or your staff, and I will take appropriate action.
Keep up the good work!
Sincerely,
YOUR NAME
Broker-in-Charge
Dear Jane:
Thank you for bringing an unfortunate incident to my attention. I am very sorry for the way you were treated by one of our agents.
You were very helpful and informative. I can tell by talking to you that you are very knowledgeable, and I can see why you are doing so well in this business.
Please drop by to see me sometime, and let me know if I can be of any help to you in putting together a deal.
Sincerely,
YOUR NAME
Broker-in-Charge
This is an example of using a negative situation to create a very positive recruiting opportunity.
Re: 555 Jones Avenue
Dear Homeowner:
At your request, you may consider this letter your unconditional release from and termination of listing agreement dated January 17.
In view of the time and expense we have invested in setting up the interior painting and getting the house on the market, we hope that you will allow us to recoup this expense by relisting the property with us in the future.
If we can be of further assistance to you, please do not hesitate to call.
Sincerely,
YOUR NAME

Broker-in-Charge