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Unsolicited mail is just not lifeless; it simply must be reimagined. I interviewed 10 brokers and business specialists to establish 16 examples of junk mail items which might be constructing manufacturers and producing outcomes proper now.
The next examples embody Simply Bought letters and postcards, letters and postcards for geographical farms, expired campaigns, and traditional brand-building campaigns with up to date twists.
These first 4 examples embody variations of junk mail campaigns from Tom Ferry and Jimmy Mackin, co-founders of Itemizing Leads. The remaining are examples from brokers actively utilizing junk mail of their companies now.
In the event you’re seeking to improve the usage of junk mail in your enterprise, that is the article for you.
Simply Bought story mailer, Noah Escobar
Noah Escobar, out of the 30A market within the Florida panhandle, put a spin on a reimagined Simply Bought marketing campaign from Ferry and Mackin. They shared that the typical Simply Bought postcard says issues like offered in three days, a number of presents, and offered above record value.
They went on to say that sharing these bullet factors can lead householders to assume the method is straightforward and that actual property brokers are overpaid or, in some instances, not even wanted.
They instructed sharing the story of what the agent did to get the house offered shortly, how they generated a number of presents and the way they negotiated for the very best value attainable for his or her consumer. Based mostly on that suggestion, Escobar created the letter under.
He additionally applied one of many ideas Mackin made about creating curiosity by the headline of the letter. On this mailer, Escobar begins on the prime of the web page saying. “Did you hear about your neighbor?” That is the highest fold of the letter, and it’s positioned within the envelope the place it jumps out on the home-owner as quickly as they open it.
He then creates a storyline that goes over the method from the home-owner initially reaching out to him to the advertising and marketing course of he used and the method of negotiating the next value and nice phrases for his vendor. Using a QR code to indicate the standard of his video advertising and marketing is an instance of displaying his advertising and marketing as an alternative of simply telling about it.
It is a nice instance of the right way to reimagine your Simply Bought campaigns.
Simply Bought with a twist, Collins Group Realty
The subsequent instance comes from Chip Collins of Collins Group Realty, serving the Lowcountry of South Carolina. That is an instance of a extra conventional Simply Bought card with a number of trendy upgrades. He utilized one other suggestion Mackin and Ferry fabricated from utilizing an incorrect Zestimate from Zillow to seize the reader’s consideration.
On this instance, you’ll discover that they boldly state, “Zestimate was wrong! We sold for $510,000 over Zillow” with a name to motion of “Ask Us How.” Collins additionally used the principle line of “Another Sea Pines Home Sold.” The refined addition of “another” highlights their successes within the neighborhood. Using the QR code that results in a workforce video is an effective way to introduce the workforce as effectively.
Zestimate letter, Fissori Actual Property Workforce
The Zestimate letter is a customized mailer to a house owner that’s used to generate itemizing alternatives. That is an instance of the technique, taught by Itemizing Leads, from Kathy Fissori and Peter Joehnk with the Fissori Actual Property Workforce serving the San Luis Obispo County markets in California.
This technique entails screen-capturing the Zillow Zestimate for a selected dwelling. Most of the Zestimates are low in comparison with the true worth of the house. This creates a chance for a mailer just like the one under to generate itemizing alternative conversations. Including a yellow sticky notice with a handwritten message just like the one on the letter under is one other method to personalize the letter much more.
Expired letter for outcomes, Itemizing Leads, Jimmy Mackin and Tom Ferry
The final instance from Itemizing Leads is a letter for expired listings. This letter makes use of a copywriting framework referred to as PAS, which is an acronym for ache, agitate and resolution.
P: Ache
The start of the letter calls out the ache of the house not promoting.
A: Agitate
The agitation portion contains recognizing their frustration, disappointment and annoyance on the barrage of calls from brokers to relist their dwelling.
S: Resolution
The answer on this letter contains that you just’ve already recognized how one can assist alleviate their downside differently than the opposite brokers reaching out to them.
That is an efficient letter for brokers trying so as to add expired itemizing prospecting to their lead technology methods in 2025.
6-24 month-old expired itemizing letter, Jake Garay
Because the market normalizes, we proceed to see extra expired listings. Nice advertising and marketing typically entails figuring out a bunch of prospects which have a necessity and that few rivals are specializing in. Then crafting a message that captures the prospect’s consideration in a manner that leads them to take motion.
That’s precisely what Jake Garay with the Garay-Michaud workforce serving the Hudson Valley of New York does with the letter under. It’s directed at householders who had their dwelling on the market, however the itemizing expired 6-24 months in the past. This actual letter has generated three offered listings in extra of $1,000,000, one other nice instance of efficient messaging to a receptive group of prospects.
Geographical farming: Dump or donate occasion, Julie Colin
Julie Colin, out of St. Louis, Missouri, makes use of native occasions to supply worth to the neighborhoods she farms. One in every of these occasions is her “Dump or Donate” occasion that she does within the spring. This occasion entails organising a dumpster and a Habitat for Humanity truck close to a neighborhood so the residents have a method to declutter and spring clear their dwelling or storage.
The postcard under highlights the efficient occasion that units Colin aside because the neighborhood useful resource for something the residents want. Efficient advertising and marketing isn’t nearly actual property, and this can be a distinctive instance of a value-added service that may in the end be rewarded with enterprise.
Geographical farming: Consistency for recognition, Jason Gruner
Consistency is essential to model consciousness in geographical farming. Jason Gruner, out of Nashville, Tennessee, makes use of a easy, constant postcard format to make the most of 4 advertising and marketing alternatives for his listings. This compounds the home-owner’s publicity to his enterprise and showcases his successes within the space.
Geographical Farming: Neighborhood Market Overview, Jason Gruner
The subsequent instance comes from Jason Gruner as effectively. On this postcard, he focuses on making the neighborhood the star. He limits his branding and drives the home-owner to a video overview of the market through a QR code. It is a piece that may very well be despatched month-to-month, quarterly or as an end-of-the-year evaluate for a selected neighborhood.
Geographical farming: Outcomes-driven postcard, Collins Group Realty
Collins Group Realty creates clear postcards with clear messaging on the results-driven worth they create their shoppers. The messaging contains bullet factors on their methods and the way they help their shoppers by the method. That is an instance of a postcard that grabs the eye of the home-owner contemplating promoting now or sooner or later.
Geographical farming: Neighborhood-specific outcomes, Collins Group Realty
The extra particular the messaging, the higher the outcomes. That is one other instance of how Collins Group Realty makes use of artistic messaging to seize the prospect’s consideration and spotlight their successes because the market chief in a selected neighborhood. This comes as a folded card, creating a unique packaging than the standard postcard. This helps the piece stand out much more.
Sphere of affect playing cards: Branding postcards, Heidi Harris
Heidi Harris, with the Dwelling Candy Heidi Workforce out of Raleigh, North Carolina, makes use of postcards to keep up a correspondence along with her sphere of affect and previous shoppers. She maps out her month-to-month mailers for the 12 months firstly of the 12 months to verify she stays prime of thoughts with the group of people that ship her the overwhelming majority of her enterprise.
These mailers are much less about actual property and extra about model consciousness. The next are a number of examples of the mailers she did this previous 12 months to this viewers.
Recipe playing cards with video for connection, Reganne Queen
Reganne Queen, out of the Fort Cavazos space of South Texas, makes use of recipe playing cards with a twist to attach along with her preferrred shoppers. She makes use of the entrance of the cardboard to introduce herself and to attach with different navy spouses and mothers.
She then gives a recipe card, however her differentiator is that she makes use of a QR code the place folks can go to a video of her cooking the recipe. This distinctive spin on the normal recipe playing cards some brokers have used previously has led to 2 listings.
The rationale junk mail continues to be utilized is as a result of it really works. The secret’s to establish the sorts of mailers that replicate who you’re and which might be directed at your preferrred shoppers. Via consistency and creativity, junk mail may very well be one of many most important methods that assist you could have your finest 12 months ever in 2025.
Jimmy Burgess is an actual property agent and nationwide workforce builder with Actual Brokerage in northwest Florida, servicing the 30A, Destin, and Panama Metropolis Seaside markets. Join with him on Instagram and LinkedIn.
