We have mailed over a million letters in the last few years. We tried the long ones. Here is what we learned, and why Brew Letters writes the kind of letter it does.
We sent 3-page letters. We sent 4-page letters. We sent long sales letters, the kind sales coaches teach you to write, with a headline, a story, a list of reasons and a push to act now.
A one-sided page of simple text, three or four sentences, worked better for the money. It costs much less to print and mail than a multi-page letter, and in our own mailings it earned a better return for what we spent. Your results will differ, because every list, market and mailing is different, but that is why Brew Letters starts you there.
When someone has just lost a loved one, a hard sell does not help them. And today, many people do not call the first number they see. They look you up first, or ask a search engine or an AI assistant who to trust. So the job of the letter is not to close a deal. Its job is to say hello, be kind, and be easy to find later.
That is why our letters do not shout “do business with me.” They say, in a few warm sentences: here is who I am, here is why I am writing, and call me when you are ready. When the family is ready, you are the name they remember, and when they search for you, you are there.
Every letter has three parts, one sentence each:
Your phone, email and website go underneath, with an optional QR code in the footer. Want to learn the formula? It is free at Who's Your Niche.
Not everyone on your list is in the same place, so Brew Letters does not send everyone the same letters on the same schedule. It sorts each lead and sets the wording and the pace to fit. These are the starting points, and you can change every one.
| Who | How we write to them | Starting schedule |
|---|---|---|
| Same Address | The people living in the house. Most do not sell for about two years, and some never do. What they need is help with things they did not see coming, like property taxes, a solar panel lien, or changing the insurance. So these three letters share helpful information, like insurance, taxes, estate sale and paperwork help, and a contact who can help. They ask for nothing. After the third letter they move to the Historical list. We then check title and MLS records to see whether the property sold, and we keep mailing only the ones who still own it. | 3 letters, 90 days apart, then Historical |
| Local Area | A family member nearby. They are local and know people, so we do not need to tell them who to call. We offer a list of trusted vendors for clean-outs and repairs, so they do not have to invite strangers from online marketplaces into a loved one's house. Many local families do this on weekends, and a trusted crew can often speed it up when the house is full. | 4 letters, 30 days apart |
| Out of Area | Someone far away. You are the person on the ground: we can change the locks, point them to insurance people, and connect them with trusted painters, floor crews, electricians, plumbers and inspectors, all found through citiesrealestate.com, so they do not have to fly in. | 5 letters, 21 days apart |
| Vacant | A house that looks empty, usually after a letter came back marked VAC. Calm and practical. | 2 letters, 10 days apart |
| Historical | Everyone who finished all their letters, as a kind follow-up for estates that are stuck: a court delay, a relative who is not cooperating, or someone holding things up. No accusations and no legal advice, just "I am here when you are ready." | One letter you rewrite, again every 180 days |
| Attorneys | One letter you rewrite each time, with a fresh short story and what you can do for their clients. | Every 60 days |
Brew Letters prepares letters. It does not give legal advice and it does not guarantee leads, listings or income. Check the rules that apply to you, have your broker or attorney review your wording, and agents should have their broker approve their marketing.