Before you begin to write any marketing copy, consider who you're writing to, what matters to them, and why it matters.
It isn't your years in the business or your designations or even how many homes you've sold. It's what's going on in their lives that matters to them.
Unless your message zooms right in on your prospects' concerns, they probably won't read past the first sentence.
- Is it their fear of choosing an agent who will ignore them?
- Is it their desire to find an agent who can lead them through the buying or selling process and protect their interests?
- Is it that their house didn't sell the first time around?
- Is it that their buyer agent didn't keep them informed of new listings, so they lost out a house they wanted?
It could be something as simple as methods of communication – they 
wanted their last agent to pick up the phone and call, but the agent insisted on texting or emailing.
For every bad experience that a prospect has had with a Realtor, there's a concern, if not a downright fear. And it doesn't have to be their own experience - it could be something that's happened to a friend or relative.
You can't pretend that those things don't happen, but you can address them head-on and give assurance that you are the solution to their problems.
Before you write... Take a bit of time to think about your prospects as individuals with concerns and problems you can solve.
Then tell them how you're going to do it.
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