Success letters in commercial real estate are the letters that you put out into your business community and database to tell them of your success in leasing or selling a significant local property. Every sale or lease is a great opportunity to connect with these groups, and a success letter is the way to do it.
Why send a letter and not an email? The fact of the matter is that letters will be read far more frequently and effectively than emails. Most emails are ‘culled’ by the email filter or the user so that they do not have to read unnecessary material on many different things.
If you send a success letter communication to your clients or prospects, ensure that you follow up every letter with a telephone call. Every letter sent will give you the opportunity to open up the relationship with more people; this is a ‘people-based’ business remember!
If you want to send a message about your success, send a letter and enclose your business card. It’s that simple. Forget about complex brochures and flyers; just send your business card. A business card is more likely to be kept than any fancy brochure that you send.
Here are some rules regards sending these letters:
- Have a local area focus so send the letters into a defined area that could include people and businesses that know the property that you are referring to.
- Sale or leasing results should be ‘bragged’ about, so get a signboard onto the property as soon as the deal is done (subject to client approval). The signboard should feature a ‘sold now’ or ‘leased now’ sticker and your telephone number.
- Every person that has been through the property that has been sold or leased should be communicated with to see if they are still in the property market and if you can still help them.
- Businesses and property investors locally should get all of your success letters on the basis that you will be telephoning them after the letter to see if they have a ‘need or interest’ in other property activity.
- From your letter sent out, encourage calls back to you about the deal done or the local area trends. Talk to people and spread the word about the deal (with suitable restraints given confidentiality). A successful transaction is worth talking about.
- Try sending 2 separate letters and not just 1. The letters should be about a week apart and encourage dialogue if the person has a need to know more about the local area and the property trends.
As simple as this process seems, the difference in the marketing approach helps you stand out as an agent of success and choice in the local area. That is the type of agent that businesses and property investors like to work with.