The 12 Best Real Estate Prospecting Letter Templates for 2023


Even in the age of TikTok, real estate prospecting letters are still one of the best ways to generate leads

There are two main reasons why prospecting letters work so well in 2023. First, demographics. The median age of homesellers in 2022 was 60 years old. Data show this age group is the most likely to respond to traditional mail and the least likely to use social media regularly. The second reason is the lack of competition. Chances are the other agents in your office are hunched over their laptops trying to master Facebook advertising instead of writing letters. That gives you an edge.

To help get you started writing your own letters, coach Sean Moudry and I are giving you 24 of our best real estate prospecting letter templates from The Close Pro for free. Read on to sample a dozen of those letters that might work for you, or just download all the letters as a PDF below.

Expired Listing Prospecting Letters

1. Older Expired Listing Letter

Contrary to what many agents think, older expired listings can be a better source of seller leads than recently expired listings. That’s the case for one simple reason: The other listing agents in your farm area are ignoring them. Instead of getting 10 cold calls and five flyers a week, chances are they aren’t getting any. Here is a prospecting letter you can use to get their attention and schedule a call:

Once you get a response, use my expired listing scripts and objection handlers below to seal the deal.

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24 Best Expired Listing Scripts & Objection Handlers

2. Recently Expired Listing Letter

Recently expired listings can also be an excellent source of leads. After all, you know they wanted to sell, and unlike older expireds, chances are better than average that some of them actually still need to sell. 

Like older expireds, price is usually the main reason their homes didn’t sell. The owners might not have listened to their listing agent when they recommended a lower price, or—even better for you—maybe their listing agent wasn’t confident enough to ask them to lower the price in the first place! 

The trick to writing a letter that persuades these owners to relist their home is simple. Empathize with their problem and offer a novel solution to fix it. In this letter, we shift the blame from the seller or agent to the buyer’s lack of imagination and offer a simple, tech-savvy solution:

FSBO Prospecting Letters

Homeowners who put their properties up for sale without the help of a listing agent are a common target for lead generation. The two letters below do a great job of zeroing in on common FSBO objections.

3. FSBO Marketing Secrets Letter 

There is a simple two-step formula to writing effective FSBO prospecting letters. First, boost their ego a bit by acknowledging something they’re doing right selling their own home, then introduce doubt about them actually getting the best price with the least amount of stress on their own. This is a classic sales letter technique and works wonders on stubborn FSBOs who think they can do it all. Try it!

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Sean’s Ultimate Real Estate Listing Marketing Plan (PDF Checklist)

Pro Tip: Follow Up With a Handwritten Card (Even if You Have a Doctor’s Handwriting)

Did you know that a study in the Journal of Consumer Research found that people form stronger emotional connections with products that use handwritten typefaces? It sounds weird, but it makes sense when you think about it: People want to connect with other people, not companies.

So if you want your prospecting to stand out, get read, and actually make your phone ring, putting pen to paper is the way to go. In 2023, Addressable makes that easy. The company uses advanced robotics to write unforgettable handwritten cards so you can get more listing appointments no matter how terrible your handwriting is.

Check Out Addressable Today

4. FSBO Free Advice Letter

Offering free, actionable, hard-won advice on how to market their homes is another great way to persuade a FSBO that you are there to help, not sell. Here’s a good example:

Related Article

The 9 Best FSBO Scripts (+ Why They Work)

FRBO Prospecting Letters

Similar to FSBOs, owners who rent their properties out might actually be better off selling them. These two letters shift the owner-seller approach to meet these local entrepreneurs where they’re at.

5. FRBO Market Research Prospecting Letter

If you’re trying to get listings from rental property owners, you need to get straight to the point and talk like an investor. That means one thing and one thing only: Tell them right away that you can get them a better return on their investment than they are getting now.

6. FRBO Listing Pitch Prospecting Letter  

If you already work with investors who are interested in purchasing a home that’s currently being rented by its owner, you have a great advantage that’s worth pointing out in your FRBO letter. 

Related Article

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Sphere Prospecting Letters

Expanding your sphere of influence is another great way to generate leads. Here are two different groups to target, depending upon where you are in your career. 

7. New Agent Sphere Prospecting Letter

Announcing your new career as a real estate agent to friends and family on Facebook is a great way to build your sphere of influence. The problem is that your post is too easy to ignore. A heartfelt letter isn’t. Most people in your sphere will be impressed that you actually took the time and effort to send one. That alone makes it worth it.

Sean’s sphere letter below is a great example of what you want to write. Hit your strengths as a new agent, and remind them they have you as an insider in the real estate industry.

8. Local Business Prospecting Letter

Getting to know entrepreneurs in your community serves many purposes: They might come to you with their real estate needs, but also they have the potential to become an important affiliate partner and refer you to their customers.

Related Article

13 Clever Real Estate Prospecting Ideas to Boost Your GCI

Divorce, Probate & Preforeclosure Prospecting Letters

Homeowners who are working through divorce, bankruptcy, or probate often need to buy or sell a home. If you have thick skin and specialize in quick, painless transactions, these clients can be a great source of new business.

9. Experienced Agent Divorce Prospecting Letter

Since transactions after a divorce are often stressful, you need to be on top of your game to work divorce leads. This is why we generally recommend newer agents avoid them entirely until they get a few years of experience under their belts. If you’re an experienced agent ready for a potentially rocky deal, here is a letter you can use to get divorce leads.

Related Article

How to Work with Real Estate Divorce Leads the Right Way

10. Probate Prospecting Letter

Like divorce transactions, probate listings come with so much stress and red tape that we generally don’t recommend them for new agents. While it’s true that probate listings tend to sell quickly, dealing with grieving families and lawyers takes patience and a few years of experience. If you’ve done your homework and feel ready to take on the challenge, here is a letter that offers empathy and shows off your skills as an agent.

11. Preforeclosure Home Prospecting Letter

Preforeclosure letters are not easy to write, but in a recessionary economy, your letter and your services just might help someone out of a tricky financial situation when they most need it. The key is to empathize with their situation and remain optimistic and realistic. People who are about to lose their homes are highly wary of scams and empty promises—and for good reason. Here is an sample letter you can use: 

Buyer Prospecting Letters

Your listings also offer the perfect excuse to reach out to potential clients. In addition to circle prospecting opportunities, don’t forget to consider letters to your list of open-house attendees. 

12. Open House Follow-up Prospecting Letter

If you want to make a more personal connection with your open house guests, a quick letter—or better yet, a handwritten card—will have an excellent return on investment. Just remember to keep it light, short, and friendly. Here is an example you can use for inspiration:

Over to You

Have an amazing real estate prospecting letter that converts well for you? Want us to write you a letter for specific leads? Let us know in the comments.


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