There are a number of ways to prospect in commercial real estate. One of the more effective ways to do that is to send prospecting letters to key people and targets in your area. If this is something that is attractive to you in prospecting, then you will need to understand the letter system and implement it correctly.
The secret behind the success of the letter process is to make them relevant to the marketplace, and provide valuable insights to market conditions and trends. Over time, and through sending plenty of letters in a 90 day contact cycle, you are perceived as a market leader that should be considered when it comes to any new listing in the local area. That is when you will get a good share of invitations to present and pitch on listings.
Most clients and prospects want to use the best agent with the ‘runs on the board’. Prospecting letters set up that image and branding. Some agents believe that this is the only way to prospect. They would be wrong, particularly because this process takes many months if not years of consistent action to get the results coming back to you. Over a period of 12 months you should be sending 4 letters in a staged process. Every letter will have a new story or message to tell.