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Reasons Why People Are Selling This Summer
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How to Execute
Video Walkthrough
Introduction
This letter is built for one purpose: to help you start meaningful conversations with homeowners as we head into the summer season.
It’s an updated variation of Reasons Why People Are Selling This Summer—the campaign Gretchen Coley used to generate a $2.1M listing that sold in just two weeks.
The message is timely, relevant, and direct. It speaks to what sellers are actually thinking about right now: rates, timing, uncertainty, and whether it’s still a good time to sell.
Use this version to establish a new farm—or re-engage an existing one.
Just don’t forget to personalize:
- Include your local days on market
- Add real data about home values or recent activity
- Keep the call to action clear and simple
Direct mail doesn’t need 12 months to work. It just needs the right message at the right time.
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Examples
How to Execute
Reasons Why People Are Selling This Summer
Introduction
This letter is built for one purpose: to help you start meaningful conversations with homeowners as we head into the summer season.
It’s an updated variation of Reasons Why People Are Selling This Summer—the campaign Gretchen Coley used to generate a $2.1M listing that sold in just two weeks.
The message is timely, relevant, and direct. It speaks to what sellers are actually thinking about right now: rates, timing, uncertainty, and whether it’s still a good time to sell.
Use this version to establish a new farm—or re-engage an existing one.
Just don’t forget to personalize:
- Include your local days on market
- Add real data about home values or recent activity
- Keep the call to action clear and simple
Direct mail doesn’t need 12 months to work. It just needs the right message at the right time.
Before you get started
For best results with direct mail, you’ll want to have these core lists ready.
Before you send a text, make sure you have these three things in place:
Before you send an email, make sure these three things are in place:
Farm List
This is your core mailing audience—used for general awareness and market education. Build your list using the following filters:
- Homeowners who’ve owned for 10+ years
- 50%+ equity
- Areas with strong total commission opportunity (transaction volume × average price)
Start with 1,000 homes. Expand if it’s working. Need help pulling the list? Ask your title rep or use tools like PropStream or Breakthrough Broker.
Radius Lists
Used for campaigns like Just Listed, Just Sold, Magic Buyer, or Pre-Appointment letters.You’ll need the ability to quickly pull 100–200 nearby homes around a specific property.
Specialty Lists
Used for targeted campaigns like Expired Listings, Silver Tsunami, and FSBOs.
Pull these from platforms like RedX or similar.
An Email Tool
You need a platform that lets you send mass emails to your database. Use what you have—FUB, Follow Up Boss, Mailchimp, KVCore, Constant Contact, etc. If you’re not set up yet, get that handled first. You can’t send if you can’t hit send.
Three Simple Lists
You need three lists:
Prospects
People you haven't done business with.
SOI/Past Clients
People you have.
Entire Database
All contacts.
A Plain Text Format
These emails are written to feel personal, not promotional—so keep them clean. Paste them as-is, with a short signature (your name, number, maybe your site). That’s it.
A CRM That Can Send Texts
Most modern CRMs can do this—Follow Up Boss, Lofty, Brivity, Real Geeks, etc. Use your CRM before buying anything new. You’ll want tracking, history, and batch-sending capabilities.
If you do need a mass texting tool, here’s what we recommend. But start with manual sends if you have to.
Three Simple Lists
Texting is for follow-up. And smart follow-up starts with the right filters.
Prospects
People you haven’t done business with.
SOI/Past Clients
People you have.
Entire Database
All contacts.
Engaged Recently
Opened an email or visited your site in the last 7 days.
Not Contacted Recently
No outreach in 30 days (for prospects) or 90 days (for clients).
A Plain Text Format
These aren’t spam blasts. They’re timely, value-based follow-ups. Use their first name. Skip the signatures.
How to Execute
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