It is a very good idea to begin your writing project by getting all of your ideas down on paper, but once you've done that, don't use all of them in one letter. Instead, take your "everything" document and break it down into categories. Then arrange those categories in order of importance to your clients - or prospective clients.
You may well find that you have the root material for 3 or 4 letters if you've done a good job of writing down the reasons why you're the agent of choice. And that's a good thing. Contacting those prospects more than once will help build both trust and top of mind awareness with them - and keeping your messages concise will help ensure that they are actually read.
Now remember that the letter is not about you... it's about your prospect and what they need from you.
If you're writing to buyers you might begin with something like "Do you want to find the home of your dreams without having to view every house in the neighborhood?"
Then you can go on to say that you'll use your listening skills together with your knowledge of the market to help them focus in on only those homes which will appeal to them.
Your next letter might outline your experience with construction - and your ability to prevent them from purchasing a "money pit" by noticing and pointing out problems in the offing.
After that you might talk about communication and your willingness to stay in touch in the manner that suits them best. Some people like e-mail, some like telephones or FAX messages, and others like texting... and you will can and will use whatever pleases them.
Next you might talk about financing or negotiations.
The same holds true for sellers - begin by talking about them and what they want or need. Then show them how you're able to solve that problem.
When you begin to write your first draft, start the first sentence in every paragraph with the word "you." It will probably be necessary to change it a little during the editng process, and you might end up starting with some other word. But by beginning with that word in your first draft, you'll automatically focus your thoughts and words on the reader instead of yourself.
If you can fit your comments into one page, do so. And do use bullets or bold type on some of the most important points. That not only draws their attention to the right spots, but makes your letter easier and more interesting to read.
Edit ruthlessly. Re-read everything you wrote and see which sentences are necessary and which can be cut. It isn't easy, but if you do it your letters will be a joy to read.
Remember: A good letter takes some time to write, and always requires editing. Sometimes you need to cut and sometimes you need to re-arrange. But anyone who tells you they can just sit down and dash off a letter in 10 minutes is probably sending some pretty ineffective letters.
About the Author: Marte Cliff is a Freelance Copywriter and former real estate broker who specializes in writing for real estate and related industries.
She'll help you with one letter, or an entire marketing plan. For Real estate agents and brokers who are ready to get full value from their websites, she offers web copywriting and lead generation packages. She also offers pre-written prospecting letters in sets of 4 or 10. Read about them at http://www.copybymarte.com/pro/prospecting.html