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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.
This letter is designed to help homeowners who are hesitant to sell because they’re worried about finding their next home. It addresses their concerns, offers solutions, and builds trust with a clear, low-pressure call to action.
Why It Works:
- Acknowledges Their Fear:
It directly addresses the common concern—“What if I can’t find a new home I can afford?” - Provides a Solution:
Highlights the agent’s ability to find off-market properties, which reduces competition and stress. - Shows Social Proof:
Shares a real example of a client who purchased a home below market value through this approach, building credibility. - Reduces Pressure:
Reassures sellers that there won’t be bidding wars or high-pressure situations, easing their anxieties.
Simple Call to Action:Encourages sellers to text the agent, making it easy to start the conversation without any pressure.
The reason the "Deal of the Week" strategy is part of our weekly plan is because it’s incredibly effective at generating interest and driving activity around a featured property.
So, it’s time to double down on what’s working.
That’s why I created the "Deal of the Week" (DOTW) Farming Campaign.
The idea is simple: if you’re marketing a home as the "Deal of the Week," why wouldn’t you also reach out to the people most likely to be impacted by that sale? The neighbors.
By letting the surrounding homeowners know about the buzz and activity around a nearby property, we create a ripple effect of awareness and interest. This not only highlights the desirability of the neighborhood but also positions you as the go-to expert who understands how to leverage market activity to benefit homeowners.
This approach allows us to turn a single marketing campaign into multiple touchpoints, creating more opportunities to engage with potential sellers and build relationships within the community. It's about maximizing every effort to create the greatest impact and results.
We created this campaign for you because it's important to become an advocate for the consumer.
By providing advice through the lens of being a champion of the consumer, you can create build trust.
We'd recommend using this in your next mass-mailing camapaign to your farm.
My friend, Nik Shewmaker send out 80 letters and has already received 2 Come List Me calls. 80 letters. 2 come list me calls.
Do I need to say more?
Ok, I will :)
This is a campaign known as the ZMA letter. It’s a simple, but highly effective marketing campaign that helps you start a conversation with prospective sellers.
Now, the 10% doesn’t matter. It could be 2%, 7.5% or would you sell at this number?
It’s all designed to create a conversation with the seller.
If you ask any agent who’s been successful marketing to expired listings, they’ll tell you that it’s vital to stay consistent with your marketing – make the calls, send the emails and mail the letters.
The agent who stays persistent wins.
So I’ve created another letter you can use, in addition to our Expired Letter, to help you stand-out in a crowded market.
By contrasting the outdated, passive approach of "homes that sit" with the proactive, high-impact strategies of "homes that sell," we don't just highlight the services we offer—we show sellers that their home deserves the best. We validate their desire for a successful sale by providing proof that with the right approach, they can achieve a higher sale price, faster.
This messaging isn't just about listing features; it's about instilling confidence. It reassures sellers that by choosing your company, they are making a smart, informed decision that will lead to tangible benefits: more equity in their pockets and a smoother, faster sale process.
Every time you complete a CMA, it's an opportunity to start more conversations—and book listing appointments.
S/O to Steve Stych who sent the exact letter that you'll see below, and got a listing appointment that turned into a signed listing. He then sold that listing in 2 days. The total cost to mail out the letters was about $225. And the GCI he's generated from this campaign? $15,000.
Take your most marketable CMA and turn it into a direct mail campaign to generate seller leads every week.
The process goes like this:
1. Do 5-10 CMAs per week.
2. Highlight the most notable one.
3. Send out this direct mail letter.
Pro-Tip: Include your selling programs on the right side of the letter so they know their selling options.
This is how you generate high-quality leads without paying a profit-crushing referral fee.
Keri White is a rockstar agent out of LA who just signed a $1.295M listing leveraging the Zillow vs. Agent strategy we’ve developed.
This campaign works because it create a curiosity gap in the mind of the consumer that they have a desire to fill.
The key takeaway is you can do this for ANY listing in your market, doesn’t have to be just your sales. If you pair this with the ZVA call script, you’re going to get listings.
In the competitive world of real estate, establishing a strong local presence is crucial for success. One effective strategy to achieve this is by sending direct mail letters to nearby neighbors, informing them that you are in the area, assisting one of their neighbors in selling their home. This approach offers several benefits, from boosting your local presence to generating high-quality seller leads and effectively marketing your listings to attract more opportunities.
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.
Targeting Non-Owner Occupied Homeowners:
This letter is specifically crafted to appeal to non-owner occupied homeowners—those who own a second home or investment property but do not live in it. These homeowners are often more financially and emotionally detached from their second properties, making them more likely to consider selling when market conditions change.
Psychological Appeal:
This letter leverages several psychological principles to connect with homeowners considering selling their second homes:
- Social Proof: By stating that many homeowners are in the same situation, it reassures the reader that they are not alone. This social proof reduces the anxiety of making a big decision like selling a home.
- Authority: Citing reputable sources like Redfin and Yahoo Finance establishes credibility. It shows that the insights provided are backed by data, enhancing trust.
- Empathy: The letter acknowledges the reader's potential frustrations and challenges, creating an empathetic connection. Understanding the reader's pain points makes them feel heard and understood.
- Scarcity and Urgency: The mention of declining demand and rising costs implies that the optimal time to sell may be now. This sense of urgency can prompt quicker action from homeowners.
- Simplicity and Clarity: The letter breaks down complex market dynamics into easily digestible points. Clear, concise language ensures that the message is accessible to all readers.
Nicole Odom reached out to me to help her revamp her Neighbors Only Open House letter.
The formula we used is simple—
👉Direct and clear opening
👉Urgency
👉Encouraged her neighbors to bring a friend/family member
👉Added a subtext that “I’m good at my job”
Whenever you’re creating a marketing campaign, it’s vital that you understand the emotion you’re trying to elicit and the action you want to trigger.
You should 1000% use this for your next listing.
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In 2023, the FSBO market share hit an all-time low of 7% (Source: Clever).
This is an incredibly compelling hook to use as a postcard, start conversations, and provide value.
This strategy includes a QR code, but we're going to do something a bit different…
When the consumer scans this QR code, it will automatically pull up a text message for them to send.
Here's how it works:
1. Use this website to create your QR code.
2. Select SMS.
2. Enter your number and add the message you want.
i.e. Hi [Agent Name],
I just got your postcard and I'm curious to find out why fewer people are selling their homes by themselves.
Thanks!
3. Add it to your postcard.
Here's a text that you can use as your reply:
Hi [First Name],
Thanks for reaching out.
Here are 3 of the top reasons why:
Commission Costs: FSBO sellers often pay a commission to the buyer's agent, which can deter them from selling independently. They're doing all the work and still paying fees.
Marketing Challenges: FSBO sellers typically face difficulties in effectively marketing their properties, resulting in lower visibility and fewer offers.
Lower Sales Prices: Homes sold through FSBO frequently fetch lower prices compared to those sold by realtors, leading sellers to accept less favorable offers.
If you have any more questions, let me know. 🙏
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You might already be familiar with the Magic Buyer strategy—a direct mail strategy that engages potential sellers by outlining who your buyers are and what they're looking for.
This is the Charlie King version.
Within 1 week, Charlie King had 5 calls from this letter.
S/O to Jeremy Applebaum who sent out 83 Magic Buyer Letters and landed 3 appointments.
It's simple:
1. Write a letter to homeowners who live in the neighborhood where your buyer is looking to live.
2. Provide context on the situation and be specific in describing what your buyers bring to the table.
3. Include a direct response CTA if they're interested in selling.
By directly engaging homeowners with specific details about what the buyer is looking for—and showcasing the serious intent of your clients—you not only pique interest but also position yourself as a proactive, dedicated agent.
Below you'll find two examples of this letter—the first is Charlie King's original. The second is my version.
Let's get to work.
Felt like Expired letters needed a little love.
Rather than just another sales pitch, you want to connect with the homeowner on a deeper level.
Here's why this Expired letter hits different—
1. Show them that you know them. They probably have had a wave of agents reach out since their home didn't sell. Acknowledge the fact, then put yourself on the same side of the table: You're not buying it.
2. Empathize with their situation: You're frustrated, disappointed, and likely pretty annoyed…
3. Deliver the anti-sales pitch. Be objective in why their home didn't sell.
4. Personalize the pitch. Show them that you've done your research. You're invested: To sell for top dollar, there are 10 essential marketing tactics. I’ve reviewed your home on the Multiple Listing Service and you’re missing 6 of them.
5. Value > Pressure. Offer your insights and value upfront without asking anything in return.
Next time you need an Expired letter, give this one a try. 👇
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Jason Wright brilliantly executed the Name Your Price direct mail campaign.
The results?
5000 sends. 500+ QR code scans. 8+ listing appointments.
And here's the thing—he only included a QR code. That's it. (see the example below)
The QR code drove traffic to a custom landing page where the consumer answers 3 quick questions:
1. The price they'd want to list for
2. Their property address
3. Their email and contact info
(He did this via a typeform survey on the landing page that integrates into Follow Up Boss)
Then he followed up immediately.
Marketing—done like this—is magic. 🔥
To create your own QR code, simply build your landing page, add the URL to the Canva template below, and download your design as PDF Print. Watch this video to see exactly how to do it. 👇
Expired listings are up 56% year to date, and that trend isn’t slowing down as sellers grow impatient and buyers grow pickier.
That’s why we created a new postcard campaign, one that isn’t just for expireds.
It’s designed to demonstrate your expertise so you never have to take on an overpriced listing in the first place.
Nearly 30% of CMA request leads transact within 12 months, which makes home value reports one of the most effective tools for generating future business. This postcard was built to capture that momentum. It grabs attention with a simple truth: those quick-click home valuations miss the mark more often than not. They can’t read the market shifts, the neighborhood upgrades, or the story behind the sale. You can.
Use this campaign to spotlight your expertise and expose the limits of online tools. Strengthen the message with a real example - where an automated estimate undervalued your client’s home by $XX,XXX - and watch how fast trust turns into opportunity.
When a home sells with impressive numbers, that story deserves to be told. It’s proof of what’s possible when strategy, presentation, and expert marketing come together. This Just Sold postcard turns your results into a powerful announcement: something is happening in this neighborhood - and you’re the agent making it happen.
Use it to showcase more than the sale itself. Highlight the process, the attention it generated, and the outcome you delivered. Real stats - views, offers, days on market, over-ask price - build credibility and spark curiosity from nearby homeowners who wonder, “Could that happen for me?”
In a stack of mail, this one stands out.
When you’ve got a listing with true wow factor, you don’t need to oversell it—you just need to get it noticed. This Just Listed postcard does exactly that. The headline (“7 reasons to love…”) sparks curiosity, and the clean layout makes it effortless for readers to scan and imagine who this home might be perfect for.
Use this campaign to spark word-of-mouth momentum. It’s designed to reach the people your network knows - friends, family, or coworkers who might be looking before they’ve even started their search.
During the busy Spring season you were likely too busy to send out your “Just Sold” letter.
Don’t worry, we’ve got you :)
Here’s what we want you to do:
1. Make a list of all your notable sales in the Spring.
2. Create a personalized version of the letter below.
3. Mail them to all the similar homes in the neighborhood.
It’s never too late to send a Just Sold.
Every time you complete a CMA, you’re sitting on a conversation starter.
Steve Stych sent a version of this letter and got a listing appointment that turned into a signed listing. His total mailing cost? About $225. His GCI? $15,000.
That’s the power of turning your most marketable CMA into a direct mail campaign. Do 5–10 CMAs a week. Pick the one with the strongest story. Send this letter. It’s simple, repeatable, and it works.
The “reasons to sell” letter is one of our most successful direct mail campaigns because it destroys the biggest objection right out of the gate: “It’s not a good time to sell.” By grounding your message in real, local data - buyer activity, price stability, and days on market - you’re helping prospective sellers shift their perspective.
Plug in your numbers. Customize the reasons if needed. The key is relevance: make it unmistakably about your market, not the national headlines. Then get this one printed for your farm. It’s direct, data-backed, and proven to convert hesitation into conversation.
You don’t win listings by saying the same thing every other agent says. You win by showing sellers you have something no one else can match.
As a Zillow partner agent, you’re not just another option in the stack, you’re the clear advantage. Sellers already know Zillow is where buyers look. What they don’t know is how Showcase tilts the playing field in your favor: more views, more engagement, faster offers, and often higher prices.
This direct mail letter does the heavy lifting for you. Bring it to the table at your next listing appointment (or send it to your farm) and let the numbers speak for themselves.
This letter works.
The ZMA campaign has been one of our most successful direct mail pieces because it’s simple, personal, and impossible to ignore.
You’re not just dropping a flyer. You’re sending their home, printed straight from either Realtor.ca, HouseSigma, or something similar, with their online estimate circled in pen and a handwritten sticky note that asks: “Would you consider selling for more than this?”
It’s bold. And it sparks exactly the kind of conversation you want with potential sellers.
This updated version keeps the magic of the original which is, the handwritten feel, the direct question but sharpens the copy to drive more responses.
Use it to cut through the noise and get real answers from homeowners who might be more ready than they think.
This letter works.
The ZMA campaign has been one of our most successful direct mail pieces because it’s simple, personal, and impossible to ignore.
You’re not just dropping a flyer. You’re sending their home, printed straight from Zillow, with their Zestimate circled in pen and a handwritten sticky note that asks: “Would you consider selling for more than this?”
It’s bold. And it sparks exactly the kind of conversation you want with potential sellers.
This updated version keeps the magic of the original which is, the handwritten feel, the direct question but sharpens the copy to drive more responses.
Use it to cut through the noise and get real answers from homeowners who might be more ready than they think.
We should probably go ahead and recruit Scott Steadman for the creative team at ListingLeads.com. The postcard he shared in our Mastermind Group was that good. From the headline to the body copy to the clear CTA, it nailed everything. Naturally, we had to turn his brilliance into a template you can use for your own Just Sold campaigns.
Here’s why this matters: most “Just Sold” postcards blend into the pile of mail on the counter. They brag about the sale but fail to connect with the neighbor holding the card. This one cuts through. It speaks to the reality of the market, shows proof of performance, and gives homeowners a clear next step. That combination is what creates conversations, and conversations are what lead to listings.
A “Just Sold” letter without the story behind it is a wasted opportunity. Numbers alone don’t inspire confidence, but details do. Homeowners want to know how you got the result, not just that you did. That’s where this campaign shines.
S/O to Vanessa Reilly who created the Just Sold letter (her example below) that inspired this template.
By pulling back the curtain - sharing the strategy, the marketing, the preparation - you’re showing the sweat. You’re giving neighbors insider access they won’t get from Zillow or Redfin. This positions you not as another agent bragging about a sale, but as the expert who knows exactly how to maximize value in their neighborhood.
If you’ve got a standout sale, this is the letter that turns it into momentum. Clear proof. Clear results. And a clear next step for anyone wondering, “What could my home sell for?”
Don’t wait until you secure the listing to start building relationships with the neighbors.
Here’s a strategy to implement as soon as you book the listing appointment:
1. Build a list of nearby homes using a tool like Propstream.
2. Send this letter to the neighbors.
If the first time the neighbors hear from you is when you’ve sold the home, you’re missing valuable opportunities.
By consistently engaging with neighbors at each stage of the listing process, you’re doing more than selling a home, you’re building your listing pipeline.
This strategy can effectively transform one listing opportunity into two or three additional ones.
In a shifting market, fear is cheap (and everywhere).
You can’t scroll YouTube without someone predicting the “big crash” or shouting “sell now before it’s too late.”
But here’s the thing: the data says otherwise. Decades of housing history show that every downturn recovers.
Which means panic‑selling is the fastest way to turn a temporary dip into a permanent loss.
That’s why this letter takes the opposite approach. Instead of peddling fear, it positions you as the steady, long‑view professional who helps people sell for the right reasons: fit, timing, lifestyle.
It’s the kind of message that builds trust when others are burning it.Send it monthly to your farm and watch your share of the market grow when confidence is in short supply.
Fourteen percent of all home sales this year came from one group: owners who don’t live in the property they’re selling. (Source: NAR)
Second homes. Absentee owners. Landlords dealing with repairs, vacancies, and shifting returns.
They may not be raising their hands, but many are re‑evaluating what they own and why.
This campaign is built to reach them where they are, before they make their next move.Your job? Put it in play and start turning this segment into your next source of listings.