There are always people who scoff at sending my scrunched up tout letter...

Or my letter about Stamp Duty with an envelope full of 5p and 10p stamps…

Or my tout letter with an envelope that smells faintly of burnt paper becuase its been burnt…

They roll their eyes and say,

"You’ll be tw*t if you send daft stuff like that."

And they couldn’t be more wrong.

Here’s why:

First —

Most of the critics misunderstand the point completely.

They assume it’s all gimmick.

That it’s about getting attention for the sake of it.

But there are two types of people who use these techniques:

The amateurs who just want to grab a few quick appointments.

And the professionals ... the Outsiders ... who understand these are tools to give the prospect a better experience than the typical sales noise they suffer through every day.

One approach is selfish, short sighted, and lazy.

The other is service led, strategic, & playing the long game.

I hear it all the time:

"I sent 100 touting letters and got nothing back!"

Of course you didnt.

I see so many touting letters,telling people how awesome you are

Dull Dull Dull

Because it’s not about the letter.

It’s about how you send it, why you send it, and what experience you create around it.

Sending my scrunched-up letter, or a Stamp Duty letter or the burnt letter, a letter that actually means something to the prospective homeowner, or an envelope that hints at urgency (literally scorched) isn’t the same as throwing a boring vanilla junk through a letterbox.

You have to be:

Intentional.
Focused on the human being reading it.
A servant, not a salesman.
Committed to building a relationship, not just snatching a listing.

Most agents miss that.

But that's fine.

Not everyone is meant to awesome and think outside the box.

Because when you do get it right, here’s what actually happens:

People laugh.
They’re curious.
They thank you.
They open up about their real situation.
They want to talk to you — not avoid you.

Don’t just take my word for it.

Try it properly ... with the right intention ... and watch the difference.

It’s not about tricks.
It’s about experience.
And that’s what wins.