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How a 23-Year-Old Real Estate Agent Made $1.3 Million with the Golden Letter (No Cold Calling)

Cold calling is about as fun as a root canal performed by a dentist who got their degree online. I know, I made a career from cold-calling. Thankfully, there's a better way.


Frustrated real estate agent making cold calls alongside nervous patient receiving root canal from an anxious dentist, illustrating the discomfort of cold calling in real estate.

Let me introduce you to the Golden Letter—a direct-mail strategy so simple, effective, and oddly satisfying, it turned a 23-year-old real estate agent, Will Van Wickler, into a self-made millionaire.



What's a Golden Letter?

Good question.

A Golden Letter is short, intriguing, and crafted specifically to generate an immediate response—what we call a MOFIR (Make Offer For Immediate Response). This means you're making an offer so compelling and directly tied to the homeowner's needs or current market trends, they can't help but pick up the phone and call. The secret sauce? You're instantly speaking their language, addressing exactly what matters most to them right now, triggering urgency and action.


Will Van Wickler, the realtor who inspired this post, generated over $52 million in listings last year and earned $1.3 million in gross commission income without cold calling. No joke—Will hasn’t cold-called since implementing this direct mail marketing strategy.


Direct Mail: Why It Outperforms Digital Ads


People ignore emails.

They screen calls.

But a physical envelope with a handwritten address and a real stamp?

It's impossible to resist.


Here's why direct mail consistently delivers powerful results:

  • Direct mail stays in households for around 17 days.

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

  • Whereas 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 inevitably end up staying the whole week. Sure, you might try to politely ignore their presence initially, but eventually, you're forced to pay attention. They're sitting at your kitchen table every morning, casually flipping through your channels every evening, and becoming impossible to overlook.


Similarly, direct mail quietly moves into your clients' homes, gently making its presence felt each day. Unlike digital ads, which vanish as quickly as they arrive, direct mail hangs around long enough that your message becomes hard to forget.



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


Below is our comprehensive Golden Letter strategy based on and inspired by the outstanding results achieved by top agent Will Van Wickler. We’ve expanded on his foundational insights by developing this quick step-by-step guide, plus 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.


At first glance, setting up a direct mail strategy might feel a bit like running Santa's Workshop—lots of folding, stamping, and addressing envelopes. But seriously, these are exactly the actions most agents won't take, and that's what sets you apart.


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


Pro tip: put on your favorite show or podcast in the background and turn it into productive downtime. Will has done this himself for the last three years to keep his margins high, but now he's at a point where he's ready to hire someone to help scale the process.


Think about it this way:

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. But that upfront work puts you miles ahead of agents who rely solely on cold calling or digital ads that get lost in the noise.


So, buckle up—here’s exactly how to create your Golden Letter strategy, step-by-step, and set yourself up to win more listings (without the elves).


Step 1: Identify Profitable Target Markets

Before diving into the mailing list, it’s critical to understand precisely why your targeting 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—think newsletters, postcards, community events—to gradually build trust and long-term relationships.


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


Both methods have their place, but today, we're here for quick wins.


Step 2: Build Your Laser-Focused Mailing List

Will mentioned in his recent interview that he has refined his approach significantly as of May 2025:

"We are only going on appointments with high, highly motivated individuals because of the market conditions. If we do not sense urgency or motivation, we are not wasting time going on appointments."

Instead of casting a wide net, the smarter move is to carefully choose whom you're mailing to:

  • Neighborhoods with Strong Market ActivityHomes in areas experiencing high buyer demand typically generate faster and more profitable listings.


  • Owners with Solid Equity PositionsHomeowners who have built significant equity over time are often more likely and more willing to sell when they see a compelling offer.


  • Homes Owned for Optimal TimeframesFocus on properties that have been owned for at least 3-7 years. According to industry trends, this is the sweet spot for sellers who are more likely to consider moving.


These specific filters come directly from Will’s proven methodology, your provided resources, and industry best practices.


Step 3: Customize the Golden Letter Template

Here's your 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, dramatically increasing open rates.

  • Apply a forever stamp and avoid adding a return address to heighten mystery.


A Quick Note on the Qualified Buyer Objection

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


Here’s the mindset both Will and I share:

  • Sometimes you’ll have a qualified buyer or know someone in your office who does. Fantastic—that makes your letter even stronger.


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


Remember, your real objective is simply to spark a conversation, set an appointment, preview the home, and identify ways you can genuinely help. The buyer will come—whether it’s directly from your database, someone else in your brokerage, or from 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 typically generates 1 listing worth around $18,000 commission.


In simple terms:

Spend $1,000 → Earn $18,000.

If you close one deal monthly using this method, that's $216,000 annually.


Beats grinding through endless cold calls or hoping your TikTok dance goes viral, doesn't it?



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 typically 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, thank them politely, and move on.

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


Will’s Top Advice for Real Estate Agents


Will didn’t casually make over a million bucks. He practiced scripts for hours until objections felt easier to handle. Practice consistently to handle every conversation with confidence.


Think about the real estate business you've always dreamed of—consistent, profitable, and completely free of relentless cold-calling, exhausting door-knocking, or draining your budget on ineffective internet leads.


The Golden Letter method isn't theory—it's a proven strategy. At just 23 years old, Realtor Will Van Wickler generated an astounding $52 million in sales volume, earning $1.3 million in commissions, all without ever making a single cold call.


This isn't limited by age, market, or experience level. If Will can do it, so can you. If you're serious about taking more listings and growing your business in 2025, commit to implementing this strategy consistently and become relentless in your pursuit of success.




WANT MORE?

Learn How to Make an Extra $90,000 in Just 90 Days!

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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


 
 
 

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