When it comes to real estate prospecting, there’s no one-size-fits-all approach, but direct mail will help you stand out in a crowded market. The right letter can be the difference between your message getting tossed in the trash or inspiring a homeowner to call you back. That’s why having a variety of targeted, well-written templates in your toolkit is so valuable.
Whether you’re reaching out to a homeowner whose listing just expired, farming a neighborhood for new leads or reconnecting with a past client – these letters are designed to make a genuine connection. Each real estate prospecting letter template can be used as-is or tweaked to match your own voice. The goal isn’t just to get a response, it’s to start building a relationship that turns a single letter into your next closed deal.
Why real estate prospecting letters still work
Think about the last time you got a handwritten letter in the mail that was addressed specifically to you. It probably stood out because these days, our mailboxes are full of flyers, bills and junk, but rarely anything personal. That’s exactly why prospecting letters can be so effective.
Also, emails can be easy to miss. They get buried in crowded inboxes, flagged as spam or deleted before they’re even opened. But a letter? That’s different. It’s something your prospect physically holds in their hands. It lingers on the kitchen counter, gets tucked into a stack of mail and can be read and re-read. When done right, a prospecting letter feels personal. It feels like it was meant just for them, and that’s what makes it so memorable.
1. The “just-sold” letter
☆ Best for: Homeowners who are located in areas around a property that just sold.
For listing agents who recently sold a home, sending just-sold prospecting letters or postcards to homeowners who live around the property is a great way to grab attention. For postcards, use the best exterior photo of the property. You’ll want to include the list price, sale price and days on market. If there were multiple offers, you may also want to include how many were received. Always include your contact information and a call to action, such as an offer for a free home valuation.
You can also send these types of mailers even if you weren’t the one who listed it or sold it. You want to avoid any photography copyright infringement, so take your own photo of the property from the street if you were not the agent. It’s best practice to get the listing agent’s permission before sending these out, but you must get explicit permission to use their photos.
If you’re looking for a free real estate prospecting letter that highlights your experience, this just-sold letter is a great way to prove results and spark new conversations.
Dear [First name],
I’m [Your name], a real estate professional with [Brokerage]. Great news – your neighborhood is hot! Your neighbors at [address] just sold their property for [sale price]. It was listed at $[list price] and sold well above the asking price. We negotiated to get the sellers the highest price possible.
There are still plenty of buyers interested in this area. In fact, we had [number] offers, which means there are still qualified buyers eager to make an offer! Are you or any of your neighbors thinking about selling?
Even if you’re months or even years away from moving, a seller’s prep session is one of the services I offer homeowners. In this complimentary meeting, we’ll go through your property, and I’ll give you my expert recommendations on repairs to make, renovations that’ll provide the best return and a current market valuation of your property.
If this would be helpful to you, give me a call or send me a text, and we’ll schedule it!
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
Wise Pelican is a fantastic resource for beautifully designed postcards and letters. All postcards are high-gloss and printed in full color on both sides on oversized (6-inch x 9-inch) heavy card stock. Wise Pelican pricing varies by quantity, but 500 printed postcards shipped to you will cost 46 cents each. The same quantity of printed, inserted, stamped and mailed letters is just $1.38 each.
2. The “just-listed” letter
☆ Best for: Homeowners who are located around a property that you’ve recently listed.
Like the just-sold mailers, “just-listed” letters or postcards are sent to homeowners around a recently listed property. The goal of this type of real estate prospecting letter is to promote a new listing in the neighborhood, to position yourself as the expert by providing information about the listing and to find more business. Homeowners may know someone who could be a buyer, or they could be impressed with your proactive marketing approach and decide to talk to you about listing their home.
This just-listed script is one of the most effective real estate prospecting letters for showcasing a new listing and attracting interest from prospective buyers.
Dear [First name],
I’m [Your name], a local real estate professional with [Brokerage]. I’m sure you’ve seen the for sale sign in the yard at [address]. This property is currently listed for [asking price] and came on the market on [listing date].
You have a very cool and unique opportunity to choose your new neighbors! Who in your life might be looking for a new home? Who would you like to have as your neighbor?
If anyone comes to mind, please call or text me right away at [phone number]. Properties in this area are selling very quickly, so I wouldn’t want your friend or family member to miss out.
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
You can use other agents’ listings here, but be careful not to imply that you’re the agent. I recommend getting permission from the listing agent first. It’s important to be truthful and transparent in all of your marketing materials. Clearly state that you are not the listing agent while positioning yourself as a resource for buyers interested in that specific property, or similar ones.
For just-listed properties you don’t represent, use the script below:
A gorgeous home just hit the market in [Neighborhood], and I know it’s the kind of property buyers have been waiting for.
If you’ve been thinking about moving, I’d love to help you see this home or others like it.
Disclaimer: This property is listed by another brokerage. I am happy to represent you as your buyer’s agent if you’d like to learn more.
3. The “neighborhood agent” letter
☆ Best for: Homeowners around your own neighborhood or areas you specialize in.
Send this prospecting letter to your neighbors to let them know they have a knowledgeable agent living right in their own neighborhood or right around the corner. This is especially effective if you’re newly licensed, just moved to a new area or simply as an introduction if you haven’t previously told your neighbors that you’re in the real estate industry.
The neighborhood prospecting letter for real estate agents works especially well when farming specific areas and positioning yourself as the local market expert.
Dear [First name],
I know we are neighbors, yet I wanted to formally introduce myself and let you know I am a resource available to you. My name is [Your name], and I’m a licensed real estate professional with [Brokerage].
Access to a hyper-local agent is more important now than ever. I live over on [your street] and know this neighborhood inside and out. Last year, there were [number] homes sold here, and the average selling price was [dollar figure]. [If you have any homes you personally sold in the neighborhood, include those here].
Please think of me as your go-to resource for all things real estate. I would be happy to give you an analysis and let you know how much equity you have in your home. I can also provide expert advice about renovations and the potential return on investment — where to get the biggest bang for your buck — or simply answer any questions you have about the market.
Call or text me with any real estate questions!
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
4. The “off-market property” letter
☆ Best for: Homeowners in neighborhoods your buyers are interested in.
An off-market property prospecting letter, also known as the golden letter, is a helpful tool when searching for a property that isn’t currently listed. Right now, many of us are in seller’s markets with very low inventory. Buyer’s agents who can find their clients a home that’s not even on the market are instant heroes. What a great way to receive referrals for life!
You will hear agents say you can send these to any neighborhood, regardless of whether you have an actual buyer. While that’s technically true, I think it’s much easier and more natural to focus on targeting areas where your buyers are actively looking. If you don’t have active buyers, ask around the office. I’m sure someone in your office has a buyer struggling to find the right property.
When inventory is low, the off-market property prospecting letter for real estate agents helps uncover potential properties that are not yet on the market while also positioning you as the go-to resource for buyers.
Dear [First name],
I’m [Your name], a local real estate professional with [Brokerage]. I’m currently working with a very well-qualified buyer who is eager to move into this lovely neighborhood. Inventory is extremely low, and the competition is fierce. I would love to find them a home that is not yet on the market.
Are you considering selling your property? If so, please call or text me at [phone number]. I’d be happy to email you a copy of their pre-approval letter. Thank you!
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
5. The “comparative market analysis offer” letter
☆ Best for: Homeowners who may be curious about their home’s value and are willing to sell their home now or in the future.
This letter is all about sparking curiosity. Many homeowners keep a casual eye on the market but don’t have an accurate idea of what their home is worth. Offering a free, no-obligation comparative market analysis (CMA) positions you as a knowledgeable local resource – not just a salesperson. Even if they’re not ready to list, it starts a relationship and puts you top of mind for when they are. Keep it friendly, clear and focused on the value you’re giving, not what you’re asking for.
The CMA real estate prospecting letter is one of the most used and effective strategies for agents because it offers homeowners something valuable upfront without any obligation.
Dear [First name],
I’m [Your name], a local real estate professional with [Brokerage]. Have you ever wondered what your home might sell for in today’s market? I’d be happy to prepare a free, no-obligation comparative market analysis for you. This report will show you what similar homes in [Neighborhood] have sold for recently and give you a clear picture of your home’s current value.
Whether you’re just curious or considering a move, this is a great way to understand your options. If you’d like me to put one together for you, just call or text me at [phone number], or email me at [email].
I look forward to hearing from you.
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
If you want to take your comparative market analysis to the next level, check out HouseCanary. Their platform gives you access to real-time property valuations, forecasting and detailed neighborhood data. It’s the kind of insight that makes your CMAs stronger and helps you talk to homeowners with confidence. Instead of just giving your clients a number, you can give them a full picture of where the market is heading and where their home fits into the market.
6. The “for sale by owner (FBSO)” letter
☆ Best for: Homeowners who are selling a home themselves without the help of an agent.
For sale by owner sellers (FSBOs) are typically very cautious around real estate agents. They believe they can sell their own property without any help, yet the vast majority end up hiring a listing agent. The goal in prospecting FSBO sellers is to be that agent. Provide a ton of value upfront, let them dictate the time frame and stay in touch. That way, when the time is right for them to hire a real estate agent, you’re their first choice.
This letter template is full of value, specifically targeted toward FSBOs. Of course, you can edit the list of services offered as needed to make it your own. If you have testimonials from past clients who started as FSBOs, those would make a good insert to include in the envelope.
The FSBO version of the real estate prospecting letter speaks directly to homeowners trying to sell a home on their own and shows them how you can make the process easier.
Dear [First name],
I’m [Your name], a local real estate professional with [Brokerage]. I know you are selling your own property and are not interested in listing with a real estate agent. I completely respect that.
I also know that many for sale by owner sellers hit a point where they aren’t sure what to do. Perhaps they don’t receive strong enough offers or struggle to address issues that arise at home inspection. My goal is to become your trusted resource if you ever have real estate questions.
Here are a few services I offer for sale by owner sellers, all at no cost or obligation:
- [Add your own examples here]
- Hosting an open house for you
- Door knock the neighborhood and invite your neighbors – and their friends – to the open house
- Providing a list of safety tips
- Completing a comprehensive market analysis so as to give you a second opinion on the listing price
- Recommending any repairs or improvements to increase the value of your property
Please call or text me at [phone number] if you find any of these services valuable or if you’d simply like me to come over and preview the property for my buyers. Thank you!
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
7. The “expired listing” letter
☆ Best for: Targeting sellers who had their properties listed with an agent, but the listing has expired.
For each newly expired listing, dozens (or even hundreds) of agents are calling the homeowner to pitch for their business. Most say the exact same thing. Why not stand out by sending a handwritten note on nice stationery? For an even bigger impact, drive over to the home, knock on the door and leave the note at their door if they’re not home. Our script below is short and sweet to give you enough room in the card. Definitely enclose your business card if your contact information isn’t on the card itself.
This is one of the real estate prospecting letters that helps you connect with frustrated sellers whose listings didn’t move, giving you a chance to earn their trust.
Dear [First name],
I’m [Your name], a local real estate professional with [Brokerage]. I saw your listing just expired. When your property gets to this stage, it is definitely frustrating and disheartening, but I’m reaching out to let you know you have options to turn everything around.
Are you still interested in selling? If so, I’ll be happy to discuss how we can get your property sold.
Please call or text me to set up time for us to meet.
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
If you are ready to get serious about working expired listings, REDX is worth a look. They pull fresh expired and FSBO leads daily, complete with contact information, so you’re not wasting time hunting them down yourself. Pair your expired listing letter with a reliable lead source like REDX to get your message in front of homeowners faster and stay ahead of the competition.
8. The “open house preview” letter
☆ Best for: Neighbors close to an upcoming open house you are hosting.
The delivery of this letter will need to be timed appropriately since you’ll want to make sure the letters arrive a few days before the open house happens. Consider hosting an exclusive neighbor preview the hour before your public open house.
It makes the neighbors feel special, gives them permission to be nosy and allows you more face time with future potential sellers while demonstrating to them that you go above and beyond for your seller clients. Adding teaser photos of the home’s interior can help pique neighbors’ interest. We are all a bit nosy by nature, so a postcard or letter that includes images will help boost attendance.
Use this real estate prospecting letter template to invite neighbors and potential buyers to your upcoming open house to maximize turnout and start new conversations.
Dear [First name],
I’m [Your name], a local real estate professional with [Brokerage]. I will be hosting an open house at [address] this upcoming [day and time].
You are cordially invited to attend an exclusive neighbor preview before the public open house! I love meeting the neighbors around my listings to get the inside scoop and find out all the exciting things you love about living here.
Please come by anytime between [times] before the public open house begins at [time]. Hope to see you there!
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
P.S. Apologies in advance for the extra traffic on the street!
9. The “renter conversion” letter
☆ Best for: Drumming up business with renters who are interested in owning a property.
Educating renters about the benefits of homeownership and busting myths is a proven strategy for converting tenants into buyers. Send this letter to apartment complexes and past rental clients you’ve worked with.
If you want to think outside the box, consider partnering with an ambitious insurance agent who offers both renters and homeowners insurance. They’ll have a database of renters you can mail to, and you’ll likely be able to split the cost of the mailing!
Use this real estate prospecting letter sample to connect with renters who may be ready to make the leap into homeownership.
Dear [First name],
I’m [Your name], a local real estate professional with [Brokerage]. I know you’re currently renting. Many renters I talk to wish they could buy a home, but don’t think it’s possible.
I’d like to share some useful information to help you decide if buying a home this year is the right option for you:
- You do not need to put down 20%. There are loan programs available that allow as little as 3.5% down.
- House-hacking is a great way to build wealth and pay down your mortgage. It entails buying a multi-family property, living in one unit and renting out the other units.
- According to a 2025 estimate, the Federal Reserve reported that the median net worth of a homeowner had grown to reach $430,000 while renters hold onto just $10,000.
- By toppling into real equity, homeowners are 43 times wealthier than renters.
Call or text me at [phone number] with any questions. If you’re ready to take the next step, we’d simply schedule a buyer consultation, and I’ll walk you through the entire buying process — start to finish.
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
10. The “investor solicitation” letter
☆ Best for: Trying to reach real estate investors to promote properties or your services.
While the average homeowner moves once every seven years, investors buy and sell much more frequently – sometimes buying multiple properties each year. Targeting investors and tailoring your real estate prospecting letters to their needs is very smart. They could be looking to acquire more properties, do a 1031 exchange or sell everything and retire. You’ll never know unless you ask.
Edit this as needed to accurately reflect your own areas of service. If you have them, I would also include an insert with any testimonials you have from investor clients.
If you’re working with investors, this is one of the most practical free real estate prospecting letters that shows that you understand their goals.
Dear [First name],
I’m [Your name], a local real estate professional with [Brokerage]. I work with many investors and want to introduce myself as a resource to you. We help real estate investors with everything from finding new tenants to acquiring more properties to expertly handling 1031 exchanges.
What are your current real estate needs? If you’re in the market now, what types of properties are you looking for? How can I help?
Call or text me at [phone number]. I would be happy to be a resource for you.
Sincerely,
[Your name]
[Your brokerage]
[Your phone number]
[Your email]
We love Handwrytten as a service that convincingly mimics handwritten cards and letters. I highly recommend using Handwrytten to write any letters or cards you want to send in bulk. Handwrytten integrates with commonly used CRM tools like Salesforce, Follow Up Boss and Hubspot, so you can easily target your existing contact lists. Cards from Handwrytten start at $3.25 and most are available for $3.75 plus postage. You can save a bundle by signing up for a monthly subscription, plus they provide an AI Copywriting Assistant.
Real estate prospecting letter tips
Before you send out these real estate prospecting letters, it’s worth slowing down to think about the little things that make them work. Timing, tone and how you keep track of your outreach all play a role. Get those details right, and your letter has a much better chance of starting a real conversation instead of landing in the trash.
- Stick to your brand. Use your brand’s fonts, colors and tone to ensure the recipient feels the way you want them to feel. If your brand is light-hearted and fun, include humor in your letters. If it’s high-end, use high-quality paper and sleek colors and fonts.
- Provide real value without being pushy. Imagine you are a homeowner receiving your letter — how would you react? Would it be helpful or annoying? Keep that in mind when determining your letters’ content.
- Include a clear call to action. Do you want the recipient to call you? What would they get out of calling you? Think about the action and the incentive to take the action. Example: “Call or text me to schedule a home improvement consultation, so I can share the improvements and renovations that will get you the highest return on investment.”
- Keep your prospecting letters short and sweet. People already have short attention spans, and if they start feeling like you’re trying to sell them something, you may have already lost them. Make your point quickly and be as valuable/interesting/compelling as possible!
- Personalize your real estate prospecting letters. We recommend that you sign every letter and consider writing a little note at the bottom of each one. This will make it warmer and memorable. This strategy works ONLY if you’re sending 100 letters or less. If you’re sending thousands of prospecting letters, we recommend ordering beautiful notecards & envelopes created using Handwrytten’s robotic handwriting technology.
- Keep yourself organized with a CRM. It’s easy to lose track of who you’ve sent letters to and when to follow up. A good CRM like Top Producer helps you log each contact, set reminders, and see the full history of conversations in one place. That way, you’re not flipping through notes or spreadsheets trying to remember where things stand. You’ve got it all at your fingertips.
Real estate letter prospecting templates: FAQs
Do real estate prospecting letters work?
They can if you send the right message to the right people. A good prospecting letter should feel personal and relevant, not like a mass-produced sales pitch. When done well, it can grab someone’s attention in a way an email or social media ad just can’t. People tend to hold on to physical mail a little longer, which gives you more time to make an impression.
What is the golden letter in real estate prospecting?
The “golden letter” also known as the off-market property letter is basically a short note that tells a homeowner you have a buyer interested in their neighborhood and asks if they’d be open to selling. It’s “golden” because it’s simple, quick to read, and can spark conversations with homeowners who weren’t even thinking about selling until your letter showed up.
Do handwritten letters work in real estate prospecting?
Yes, and for a very simple reason. People notice them. In a stack of bills and grocery store flyers, a handwritten envelope feels personal, like it’s from a friend or neighbor. Most people will at least open it, and that’s half the battle. Sure, it takes more time to write them, but that small effort can make a big difference in whether your message gets read or tossed.
The full picture: Real estate prospecting letter templates
When you’re developing your prospecting plan, incorporate some of these real estate prospecting letter templates to round out your strategy. They’ll help you capture and sustain mind-share, reach new potential clients and increase your local presence. Keep sending them and, over time, people start to recognize your name and think of you when they’re ready to move.
Grab one of these templates, make it sound like you and get it in the mail. You never know, the next person who reads it could be your next client.
