Throughout this series of steps to successful farming, you will notice a close comparison and use of terminology related to row-crop farming; such as raising cotton, corn and etc.. After you have selected the farm area you want to concentrate your efforts in; it’s now time to prepare the soil for planting. This is a very important step because it is your first contact with potential customers that own property in the subdivision or condominium complex in which you plan to earn your living. The second step is to prepare a letter of introduction of which you will mail to all owners in your farm area.
The importance of the letter of introduction
The letter of introduction will require a great deal of thought and preparation. A simple letter stating your name and a little information about yourself, the company name and address and telling them you would appreciate the opportunity to be of service to them, just doesn’t cut it. This letter must grab their attention in the first couple sentences or they will trash it and you will have accomplished nothing. If your letter is well received it will make the next step much easier, however, if they perceive it as mass marketing effort, the next step automatically become much more difficult. The very appearance of this letter is so important that I suggest it should have a hand written address and return address. I believe it makes a difference when a fountain pen is used rather than a ball-point pen. We want it to be personal, and to leave an impression of great importance.
First paragraph must create interest…..Introduction
It has been suggested that if the writer of a letter does not hook the reader within the first three sentences, the reader will not finish reading the letter. Therefore my first paragraph consists of only three sentences. The first sentence is to thank them for taking time to read the letter. In the second sentence, I introduce myself by name. In the third sentence I get their interest by asking them to read the rest of the letter to see how my services will be of great value to them.
Our mission statement…..What you do
This statement tells them what you do in a simple yet direct way. An example might be something like this. “Our mission is simple. We believe that good financial business and sound investments begin with strong personal relationships. Our consultants are standing by to assist you throughout the investment process from beginning to end. Our goal is to create a long lasting relationship with our clients based on mutual trust and respect. We are dedicated to provide the highest quality professional and personalized service to all our clients. We hold ourselves accountable to make sure your investment goals become a reality.” Carefully select the words you use in each sentence of the mission statement so that you convey your points while keeping it short.
Now tell them how you do it
Now that you have told them what you do, in this short paragraph tell them how you plan to accomplish your goals. Whether your farm area is a sub-division or a condominium complex, we want them to know that all our efforts will be working for them and their neighbors. We drive home the point that our financial success depends on the relationship that we share and we reconfirm the importance of getting to know them personally. I express that I need them to help me so that I can better serve them in providing more valuable services. In reality all I’m asking for is the opportunity to earn their trust and respect.
Next tell them what the value is to them
People are normally receptive to new ideas if they can see a real value; something that will benefit them in some way. In a few sentences, tell them how they will benefit from the things you do without telling them exactly what you are going to do. For example; “You will benefit greatly from the monthly reports I will provide you. It will help you pinpoint the current market value of your home during all economic conditions.” Notice that I told them I would give them a monthly report but I wasn’t specific as to what kind of report it was. Help them to realize that having a relationship with you will benefit them.
Lastly, make a promise and close
Less than three well thought out sentences are needed to end this letter but you want it to be powerful. Restate that relationships begin with a conversation and make a promise to them that you will be calling them very soon. End the letter with a statement like, “We anxiously await the opportunity to visit with you.
The quality of the letter you compose will set the tone for your relationship with each owner in your farm area. Therefore I suggest you spend the necessary time to compose a letter that grabs attention. You should have no more than five paragraphs consisting of two to four sentences each. Keep reading and rewriting until you feel good about it and then have a few friends read it and watch their reaction. Get them to critique it for you. Then ask a couple total strangers to read and evaluate the letter. When it is as good as you can make it, it is now time to mail it. Take one more extra step to insure that your letter will be read instead of being trashed without reading. Hand-address the envelope as I stated in the beginning and make everything as professional as you can possibly make it.
Should you have specific questions concerning various issues, please let me know and I’ll research the answer for you. I also want to encourage you to subscribe to our “News & Updates” weekly report so you can stay abreast of issues that might affect you when buying or selling real estate. If you haven’t visited my website, please go to www.AlabamaRealEstateInstitute.com and view previous articles.