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Direct Mail Templates
When you’ve sold a few homes in the same neighborhood, something shifts. You don’t just know the market—you know the buyers, the timing, and what it takes to get a deal done.
This postcard is designed to capitalize on that kind of momentum.
It opens with a confident question—Why are so many of your neighbors hiring me?—then delivers proof: multiple nearby sales, strong results, and a compelling offer that flips the usual listing pitch.
It’s direct, credible, and built to spark conversations.
Pro tip: Follow up with a Magic Buyer Letter for anyone who shows interest—include real numbers, real stories, and a reason to call you back.
14.3% of deals were canceled in April.
That’s not just a headline—it’s a conversation starter. And this letter is designed to turn that market reality into a moment of connection with sellers who’ve pulled their homes off the market.
We’re not pitching. We’re not pressuring. We’re showing up with empathy, insight, and a clear reason to reach out right now.
This campaign works because it meets the seller where they are:
→ Discouraged but not done
→ Skeptical, but still open
→ Burned out, but hoping for a better plan
It validates their experience, shows you’ve done your homework, and makes a thoughtful offer—without asking for anything in return.
Send this to homeowners who canceled, expired, or withdrew their listings this spring.
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.
Most “Just Sold” campaigns flex speed. This one shows staying power.
Because sometimes, the best proof of your value isn’t how fast you sell a home—but how you show up when it doesn’t sell quickly.
This letter is designed to highlight your unique value: persistence.
You didn’t panic.
You kept showing up, kept marketing, and delivered the result your clients deserved.
Use this campaign to tell that story—so future sellers know exactly who to call when the sale isn’t easy, and the stakes are high.
Sometimes, when a great home hits the market, the best buyer isn’t a stranger—it’s a friend or family member of someone already living nearby.
Use this letter when you’ve listed a home in a tightly knit community and want to tap into the power of word-of-mouth. It’s thoughtful, personal, and written in a way that reflects the pride neighbors already feel about where they live.
The goal isn’t just to promote the listing—it’s to help the right story reach the right people, through someone they trust.
Nearly 30% of CMA request leads transact within 12 months, making home value reports one of the most effective tools for generating future business. This direct mail campaign captures attention with the hook, “Have you received your 2024 home value report yet?”—a question that implies homeowners should already have this information, encouraging them to reach out.
The direct mail postcard highlights the limitations of online tools, which often fail to capture market nuances and lead to inaccurate estimates. To strengthen the message, include a real example. Replace the placeholder $XX,XXX with a client story where an online estimate undervalued their home. Real-life proof builds credibility and reinforces the value of your expertise.
Pro-Tip: Print this as a MEGA postcard. A/B test both the letter and postcard version of this campaign in your market to see which performs better.
Nearly 30% of CMA request leads transact within 12 months, making home value reports one of the most effective tools for generating future business. This direct mail campaign captures attention with the hook, “Have you received your 2024 home value report yet?”—a question that implies homeowners should already have this information, encouraging them to reach out.
The direct mail postcard highlights the limitations of online tools, which often fail to capture market nuances and lead to inaccurate estimates. To strengthen the message, include a real example. Replace the placeholder $XX,XXX with a client story where an online estimate undervalued their home. Real-life proof builds credibility and reinforces the value of your expertise.
Pro-Tip: Print this as a MEGA postcard. A/B test both the letter and postcard version of this campaign in your market to see which performs better.
In real estate marketing, timeliness and relevance are crucial for capturing attention and driving engagement.
According to a study by HubSpot, personalized and timely messages can boost engagement rates by up to 200% compared to generic campaigns.
By sending marketing materials that address current market conditions and homeowners' immediate concerns, you demonstrate your expertise and provide valuable insights exactly when your clients need them most.
This approach not only builds trust but also positions you as the go-to resource in a rapidly changing market.
The consumer is getting bombarded with marketing messages from agents that are overwhelming and confusing.
And worse - they all look the same.
We decided to do something different.
Simplicity and differentiation are key.
This campaign is designed to stand out in the mailbox and spark the consumers’ curiosity.
This postcard instills a sense of confidence in the consumer that you’re their advocate.
They are getting bombarded with messages from cash offer companies like Opendoor and others who offer 25% below their market value with the promise of a fast closing with no showings.
Unless you’re in distress, this isn’t a smart option for any seller.
Champion their needs above all else and win the business.
Staying connected with your sphere of influence (SOI) is crucial in today’s market. The best way to do that is to keep them up to date with relevant information that impacts them.
This campaign is designed to educated them and spark a conversation around selling their home.
In real estate marketing, timeliness and relevance are crucial for capturing attention and driving engagement.
According to a study by HubSpot, personalized and timely messages can boost engagement rates by up to 200% compared to generic campaigns.
By sending marketing materials that address current market conditions and homeowners' immediate concerns, you demonstrate your expertise and provide valuable insights exactly when your clients need them most.
This approach not only builds trust but also positions you as the go-to resource in a rapidly changing market.
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Words can develop a reputation.
And the "Cash Offer" has been abused.
We all know that it can be a viable option for a specific type of consumer, but it can feel predatory when it's pitched a certain way.
So, we've developed a new campaign.
It's the anti-gimmick approach.
Here's why it works:
1. The front of the card grabs attention
2. The language takes the pressure off the consumer and puts you on the same side of the table
3. It includes social proof to prove that you're great at your job
4. It ends with a direct response CTA
See what you think. 👇
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S/O to Jeremy Davis from Palm Agent.
If you haven't downloaded their app, they have a killer feature that allows you to calculate the holding cost based on the sales price.
If a home is on the market for 30 days, 60 days, 90 days, 120 days—how much does it actually cost the consumer to have their property sit on the market?
Let's say, for example, that a $725,000 home is on the market for 90 days. The holding costs could be upwards of $19,000-20,000.
Most sellers wouldn't know that. In their mind, what's the big deal if it's 7 days or 45 days?
It matters because it could literally cost them thousands of dollars in equity they've earned.
This campaign is a great opportunity for you to communicate why your ability to sell a home quickly actually matters to the consumer.
Plus, it'll stand out in the mailbox.
Show me that you know me.
You've probably heard this phrase before. Good marketing builds credibility with your prospect by showing them that you understand them.
This strategy is an opportunity to get inside the mind of your prospect, include local data or market trends, and speak to the most common reasons why they might consider selling now.
You might be surprised to see how well your message resonates.
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This is one of the best direct response campaigns that was originally written as an email, but could also be translated into direct mail.
The Name Your Price strategy has generated hundreds of millions of dollars in listings because it's so incredibly simple—
One message. One call-to-action.
This is a campaign that you can send every 4-6 months, and you're going to get listings.
Gretchen Coley sent out this campaign and generated 130 conversations, 8 listings.
Now here's the thing—Gretchen didn't just send the postcard and wait for people to reply.
She sent the postcard, got a few replies, then also picked up the phone and made phone calls.
If you want to get an ROI from direct mail marketing, you've got to go the extra mile to send the postcard and make the call as well.
There's power when you tell the truth in your marketing.
Bill Bernbach, an American advertising creative director, said “A small admission gains a large acceptance.”
This is a principle in advertising.
Tell people what they already know with your direct mail marketing.
This strategy is a perfect example.
Bonus: We used Yellow Letters Complete to create this campaign. They handwrite the notes using a robot, and you can add a custom sticky note that we find to be extremely effective in eliciting responses.
This direct mail campaign generated a $2M listing.
Total spend, $1,200.
We targeted 1,000 neighbors who had owned their homes for more than three years and had a property value of over $1.5M.
Here’s why it worked:
1. We had social proof (“Your neighbor hired us”).
2. We provided specifics about the sale that couldn’t be found online.
3. We shared a relevant statistic that piqued their curiosity.
Most importantly, we had a clear and direct call to action targeted towards serious sellers.
Bonus: We used Yellow Letters Complete to create this campaign. They handwrite the notes using a robot, and you can add a custom sticky note that we find to be extremely effective in eliciting responses.
The cost is about $1.20 per piece.
This is one of the best direct response campaigns that was originally written as an email, but could also be translated into direct mail.
The Name Your Price strategy has generated hundreds of millions of dollars in listings because it's so incredibly simple—
One message. One call-to-action.
This is a campaign that you can send every 4-6 months, and you're going to get listings.
Gretchen Coley sent out this campaign and generated 130 conversations, 8 listings.
Now here's the thing—Gretchen didn't just send the postcard and wait for people to reply.
She sent the postcard, got a few replies, then also picked up the phone and made phone calls.
If you want to get an ROI from direct mail marketing, you've got to go the extra mile to send the postcard and make the call as well.
This strategy is called Zillow vs Agent.
(S/O to Jacob Stark for executing this strategy.)
First, a question for you: What happens to the Zestimate when you list a property?
Right—it changes to the list price.
Talk about the biggest punch in the gut.
If you list a property for $500,000 and you sell it for $500,000…it doesn't appear that you did anything. You simply sold it for the Zestimate.
What most people don't realize is that maybe two weeks ago, the Zestimate was $430,000.
But you had no record of proof that you actually sold that property for $70,000 above the Zestimate.
Here's how to take advantage of that—
Before you put the home in the MLS, take a screenshot of the Zestimate.
Then after you sell it, you have a before and after to showcase how great you are at your job.
Here's the exact copy to use in your letter.
1 listing appointment, 120 letters sent.
Here's how the ZMA works:
1. Print out a screenshot of their Zestimate
2. Add a handwritten sticky note with the CTA—Would you sell for 10% more than this? (feel free to adjust based on your market)
3. Mail to your farm. Handwritten is better than mass-produced.
Pro-tip: Use Propstream to build your list and use the following parameters:
7+ years
4%+ interest rate
Owner occupied with 30%+ equity
Of course, feel free to adjust based on your own knowledge of the market.
You’re going to love this strategy.
We all know that unsolicited CMAs work.
What you need to do next is take your most marketable CMAs and turn them into a direct mail campaign to generate seller leads.
The process goes like this:
1. Do 5-10 CMAs.
2. Highlight the most notable one.
3. Send this letter to your farm.
This is how you generate high-quality leads without paying a profit-crushing referral fee.
Just Sold Letters + Circle Dialing works.
The following campaigns resulted in multiple listing appointments.
Here's the pro-tip:
1. Build a targeted list. Ideally, homes that fit in your local "sell-box."
2. Create a campaign that provides information the consumer can't find online (i.e. # of offers, # of showings, etc.) with a simple and clear call-to-action. Don't include the final sale price—that gives potential sellers a reason to call.
3. Make your offer clear and compelling.
And finally, don't wait for the inbound calls.
Hit the phones to follow up.
This needs to become an SOP every time you sell a home.
There are probably people in your database who bought a house with a real estate agent who no longer carries a license.
They've been left to fend for themselves and probably have no relationship with an agent at this point.
If you were to market to them…here's what you might say.
You're either going to love or hate this strategy…
We've all heard the stat that 87% of consumers say that they'd work with their agent again, but only 12% do. (Source: NAR)
Part of the reason why that is, is because the consumer never hears from their agent again after they buy or sell.
This strategy speaks to those folks directly.
This letter generated a $2,100,000 listing that sold in 2 weeks.
While your competition is asleep at the wheel sending their generic, Just Listed and Just Sold postcard, there's an opportunity to stand out in the mailbox by providing useful information that's personalized to their market.
We sent this letter to 1,497 North Hills homeowners. Total cost, $1,047.
Here's why it worked:
1. The audience matches the message
2. The call-to-action answers the "Why now?" question
3. The social proof creates confidence
Don't believe the adage that it takes 12 months to generate an ROI from direct mail.
A well crafted message that has a clear call to action can drive immediate results.
Every buyer is an opportunity to get a new seller.
That's why when you have buyers who are looking in a specific neighborhood, send out a direct mail campaign that describes who they are and what they're looking for.
S/O to Jason Cassity for going the extra mile for his clients using this strategy.
Would this strategy work in this market? 100000000%.
Don't stress about the market, your competition, or the economy—focus on what you can control.
Every buyer is an opportunity to get a new seller. The Magic Buyer letter is simple:
- Write a letter to homeowners who live in the neighborhoods where your buyers are looking to live.
- Be specific in describing who your buyers are and what they're looking for.
- Encourage these homeowners to contact you if they're interested in selling.
Would this strategy work in this market? 100000000%.
Don't stress about the market, your competition, or the economy—focus on what you can control.