John D. Mayfield has been practicing real estate as a broker in Missouri since 1981. He owns and operates multiple offices, is an active lecturer and trainer and a contributing writer for REALTOR Magazine Online. While Mayfield practices real estate in Missouri, the subject of 5 Minutes to a Great Real Estate Letter is relevant to all real estate agents and brokers, including those in the Golden State.

Marketing letters are the first contact many clients have with their real estate agents. Presenting yourself through these letters as professional, intelligent and aware of current trends is imperative. Mayfield’s approach to letter writing is intentionally universal as the book is designed as a starting point for almost any kind of real estate correspondence. Yet, the author also encourages users to personalize the letters as much as possible to brand their services through polished and truly unique correspondence.

The book contains a wealth of sample real estate letters covering situations such as:

  • farming (what Mayfield calls “prospecting”) for clients;
  • corresponding with current and former clients (both buyers and sellers);
  • thank-you notes to other agents, brokers and providers of services;
  • requests for referrals; and
  • introductory letters  for a new agent.

The CD-ROM accompanying the book contains customizable letters in both txt and Microsoft Word formats, allowing easy personalization of the letter content to ground the letter in your area of expertise.

Though Mayfield champions the timeless art of letter writing, his book also recognizes modern technology and astutely makes use of email, fax, and computer-based editing.

The personal touch is all-important in real estate correspondence. This is something Mayfield acknowledges as he coaches readers through the etiquette of when to email and when to make a personal telephone call. Every sample email also contains a template for agents to insert a unique quote or slogan to set them apart from their competitors. All of the book’s technical references and supplemental tools are up-to-date and easy to use.

The book’s sample letters are universal. However, much of the situations to which these letters are devoted are specific to buying and selling single family residences (SFRs). The intended recipients of these letters are often buyer-occupants or seller-occupants, though one letter does address an owner of investment property. No chapter addresses commercial or residential leasing.

Mayfield’s sample letters do contain minor irregularities in style and punctuation. However, the book is clearly written and its letters are simple, brief and easy to personalize: three highly desirable attributes in real estate correspondence.

An insightful tool for those starting out in the business, 5 Minutes to a Great Real Estate Letter is an equally convenient fallback for well-established agents and brokers looking for just the right letter for a specific occasion. As its title suggests, this book will become one of your everyday resources for public relations.

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