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Discovering the Golden Letter: A Game Changer in Real Estate

Updated: Oct 15

What is a Golden Letter?

Good question!

A Golden Letter is short, intriguing, and designed to generate an immediate response—what we call a MOFIR (Make Offer For Immediate Response). This means your offer must be so compelling and relevant to the homeowner's needs that they cannot resist. The secret? Speak their language and address what matters most to them.


Will Van Wickler generated over $52 million in listings last year and earned $1.3 million in gross commission income—all without cold calling. No joke—since implementing this direct mail marketing strategy, Will hasn’t made a single cold call.


Why Direct Mail Outshines Digital Ads


People often ignore emails and screen calls. But a physical envelope with a handwritten address and a real stamp? That’s nearly impossible to resist!


Here’s why direct mail consistently delivers powerful results:

  • Direct mail stays in households for about 17 days.

  • It has an 82-90% likelihood of being seen or opened.

  • Meanwhile, only 9% of digital ads are viewed for more than one second.


Direct mail is like your in-laws who pop by "just for a few days" but end up staying for a week. You might try to ignore them, but eventually, you will pay attention. They become impossible to overlook.


Similarly, direct mail quietly occupies your clients' homes, making its presence felt every day. Unlike fleeting digital ads, direct mail lingers long enough for your message to resonate.


Young man looking apprehensive as excited in-laws arrive at his home with suitcases and neck pillows, humorously illustrating the persistent staying power of direct mail.

Step-by-Step Guide: Creating Your Own Golden Letter


This comprehensive Golden Letter strategy, inspired by Will Van Wickler’s results, offers a quick step-by-step guide. Additionally, we include a downloadable letter template and powerful follow-up scripts. Check out the following guide or learn from the master himself. Contact Will here.


Now, let’s jump into the step-by-step process.


Setting up a direct mail strategy might feel overwhelming—like running Santa's Workshop—but it doesn’t have to be! These actions are what most agents avoid, and that's what will set you apart.


Do what others won't, and you’ll have what others want.


Pro tip: Turn on your favorite show or podcast in the background and make this "downtime" productive. Will has done this himself for the last three years and is now at a point to hire others for scaling the process.


Think about it: would you invest $1,000 per month sending targeted letters if each round typically resulted in a closed listing worth about $18,000 in commissions? Of course, you would!


Yes, it takes upfront work. However, that work gives you a significant advantage over agents who rely solely on cold calling or digital ads that get lost in the noise.


So, buckle up! Here’s how to create your Golden Letter strategy, step-by-step, to win more listings (without the elves).


Step 1: Identify Profitable Target Markets

Before diving into the mailing list, it’s essential to understand why your target criteria matter so much.


Geo-Farming vs. Golden Letters (Important Distinction):

  • Geo-farming is about becoming a local expert by consistently marketing to a specific neighborhood over time. This includes newsletters, postcards, and community events, gradually building trust and long-term relationships.

  • In contrast, Will’s Golden Letter strategy is laser-focused and designed for immediate results. You send personalized letters directly asking homeowners if they’re interested in selling, often referencing a specific buyer you have in mind. Instead of nurturing slowly, Golden Letters uncover immediate listing opportunities quickly.


Both methods are useful, but today, we're focusing on quick wins.


Step 2: Build Your Laser-Focused Mailing List

Will mentioned in his recent interview that he has significantly refined his approach:

"We are only going on appointments with highly motivated individuals due to market conditions. If we do not sense urgency or motivation, we’re not wasting time."

Instead of casting a wide net, carefully select whom you mail to:

  • Neighborhoods with Strong Market Activity: Homes in areas with high buyer demand often generate faster and more profitable listings.

  • Owners with Solid Equity Positions: Homeowners with significant equity are generally more willing to sell when presented with a compelling offer.

  • Homes Owned for Optimal Timeframes: Focus on properties owned for at least 3-7 years. This timeframe is typically when sellers are more likely to consider moving.


These specific filters stem directly from Will’s proven methodology and industry best practices.


Step 3: Customize the Golden Letter Template

Here’s a simple yet powerful letter template:

Dear [Homeowner’s Name],
Would you be interested in selling your home at [Address] to a client of mine?
If so, please call me at [Your Number].
Thank you,
[Your Name]
[Your Brokerage]

You can download your copy here.


Step 4: Envelope Strategy to Boost Response Rates

  • Use a plain white envelope to create curiosity.

  • Handwrite addresses for a personal touch, significantly increasing open rates.

  • Apply a forever stamp and avoid including a return address for added mystery.


A Quick Note on the Qualified Buyer Objection

A common concern from agents new to Golden Letters is, "What if I don’t have an actual buyer lined up?"


Here’s the shared mindset:

  • Sometimes you’ll have a qualified buyer or know someone who does—that strengthens your letter.

  • But often, you may not yet have a buyer lined up, and that’s perfectly fine. As Will says: "Everyone is a buyer at the right price and the right time."


Your primary objective is to spark a conversation, set an appointment, preview the home, and explore how you can genuinely help. The buyer will come—whether directly from your database, someone else in your brokerage, or through active market exposure.


Proven ROI: Why Real Estate Agents Love This Strategy

Real numbers from Will Van Wickler:

  • Cost per letter: ~$1

  • Sending 1,000 letters generally yields 1 listing worth around $18,000 in commission.


In simple terms:

Spend $1,000 → Earn $18,000.

Close one deal monthly using this method, and that’s $216,000 annually.


This approach definitely beats grinding through endless cold calls or hoping your TikTok dance goes viral!


Two uncomfortable real estate agents awkwardly attempting TikTok dances with selfie sticks, humorously illustrating the struggle and uncertainty of relying on digital trends for real estate leads.

How to Handle Inbound Calls (Scripts Included)

Inbound calls generally fall into three categories:

  1. Curious Caller: "I'm working with several buyers interested in your area. Let's discuss possibilities."

  2. Annoyed Caller: Remain professional and thank them before moving on.

  3. Motivated Caller: Quickly set an appointment and move toward closing the deal.


Will’s Top Advice for Real Estate Agents

Will didn’t casually make over a million dollars. He practiced scripts until he could handle objections confidently. Consistent practice prepares you for every interaction.


Imagine the real estate business of your dreams—profitable, consistent, and free from endless cold calls, door-knocking, or draining budgets on ineffective digital leads.


The Golden Letter method is not just theory—it’s a proven strategy. At just 23 years old, Realtor Will Van Wickler generated an impressive $52 million in sales volume and earned $1.3 million in commissions, all without making a single cold call.


Age, market conditions, or experience level do not limit this method. If Will can do it, so can you! If you're serious about securing more listings and growing your business in 2025, commit to this strategy and pursue your success relentlessly.



TRANSFORM YOUR 24/7 REAL ESTATE HUSTLE INTO A HIGHLY PROFITABLE, HIGHLY SCALABLE

LISTING-DRIVEN BUSINESS.

UNLOCK THE 5 MONEY MODELS OF A LISTING BEAST!





Resources:


Keywords: Golden Letter Real Estate, real estate direct mail, real estate lead generation, listing strategies, direct mail marketing, real estate prospecting letters, how to get real estate listings, MOFR, direct mail for realtors, real estate marketing ideas, real estate scripts, Will Van Wickler, realtor success stories, real estate without cold calling, listing appointments, listing beast, Brendan Bartic

 
 
 

1 Comment

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Guest
Jul 26
Rated 5 out of 5 stars.

Great summary after the YouTube video--thanks

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