Golden Letters: A Predictable Listing Funnel (No Cold Calling)
Stop chasing leads. Use a simple MOFR (“Make Offer For Immediate Response”) letter + tight follow-up to book seller appointments like clockwork.
1. Pick Your Targets
Choose 1–2 small areas you can service fast. Aim for 1,000 homes you’d be happy to list in the next 90 days. Use board stats and property records (GeoWarehouse, Municipal Property Assessment Corporation).
2. Write the Golden Letter
“Dear {Name},
Would you sell your home at {Address} to a client of mine? If so, please call me at {Phone}.
—{Signature}”
Add a tiny footer with your full legal name, designation, brokerage, and “Not intended to solicit buyers or sellers currently under contract.”
3. Keep It Plain (and Fast)
• White paper, typed.
• Sign initials by hand.
• Plain white self-seal envelope.
• Canada Post Permanent “P” stamp.
• Hand-address or simple label.
• No return address.
4. Mail Cadence (Minimum Standard)
• 250 letters/week (keep ~1,000 prepped).
• ~1,000 letters ≈ 10–15 call-backs → ~1 signed listing (varies by market).
• ~$1 per letter all-in; your listing commission should far exceed cost.
5. Answer the Phone Like a Pro
You’ll get four types of calls:
• “Not interested” → thank, remove.
• “What would your buyer pay?” → qualify, don’t chase.
• “Got your letter—what’s this?” → book discovery call/visit.
• “Come list me” → schedule immediately.
Only meet sellers who are ready, willing, and able (≤6-month horizon).
6. Run the Appointment Play
Confidence and simplicity win: show value, handle objections, present the listing agreement clearly (know it cold). Goal: signed paperwork today.
7. Track the Math
• Letters → calls → appointments → signed → sold.
• If signed listings dip, send more letters. Treat it like a vending machine: consistent input = consistent output.
8. Build a Small, Mighty Database
• Keep a core 200 (past clients and real relationships).
• Add near-term sellers from letter responses; light email follow-up for the rest.
• Don’t over-invest in long, cold nurtures.
9. Layer Builders & Buyers (Optional Upside)
Sometimes your buyer is you or an investor; other times the best result is listing on the multiple listing service to reach the most buyers. The letter starts the conversation—you provide the path to highest price in least time.
10. Mindset & Consistency
One hour/day on scripts and objection handling. Mail every week, whether you “need” listings or not. Expect a ~90-day ramp—protect the habit.
Bottom line: A plain letter, sent consistently, plus tight qualification and strong listing presentation = a predictable, high-ROI listing machine.
