Listing Leads

Direct Mail Templates

Reasons to Feel Optimistic

Introduction

This letter is designed to pull the seller out of the national noise and re-anchor them in what’s actually happening right now in their market.

The credibility here comes from specificity. Open houses you hosted. Showings you tracked. Buyers you’ve spoken with. This must be customized with real, hyper-local observations that only someone actively working in the market could know. That “boots on the ground” perspective is what separates you from every generic market update they’ve already ignored.

You’re also reinforcing a key theme from earlier letters: demand isn’t the problem - exposure and execution are. By now, that idea should feel familiar, even obvious, to the seller.

This message restores momentum without urgency.

It keeps you top of mind while gently reminding them that when they’re ready, there’s a smarter way forward.

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

Recommended Audience For This Campaign

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

Recommended Audience For This Campaign

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

Recommended Audience For This Campaign

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

Recommended Audience For This Campaign

People you haven't done business with.

SOI/Past Clients

Recommended Audience For This Campaign

People you have.

Entire Database

Recommended Audience For This Campaign

All contacts.

These lists let you send smarter without overthinking.

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.