Most builders know they should be doing more marketing but struggle to know where to start. If you are sending letters to homeowners near planning applications, the content of that letter is everything. A weak letter gets binned. A strong one gets pinned to the fridge and acted on weeks later.
1. A Local Hook in the Opening Line
Reference something specific - the planning application nearby, the street name, or the type of project. Homeowners immediately know this letter is relevant to them, not a generic mailshot. Something as simple as 'I noticed a planning application has been submitted near your home on Maple Road' is enough to grab attention.
2. What You Specialise In
Do not try to be everything to everyone. If you are great at extensions, say so. If loft conversions are your bread and butter, lead with that. Homeowners are more likely to contact a specialist than a generalist, and it helps them self-qualify before they even pick up the phone.
3. A Local Project Reference
Even one example of work you have done nearby builds enormous trust. 'We recently completed a rear extension two streets from you' tells the homeowner that you know the area, you are established locally, and there is someone nearby who can vouch for you.
4. A Clear Call to Action
Tell them exactly what to do next. A phone number, a QR code linking to your website or portfolio, or both. Make it easy. The more steps between reading the letter and contacting you, the more people drop off.
5. Your Full Name and Company Name
This sounds obvious but many letters skip it or bury it at the bottom. Homeowners are trusting a stranger with their home. Signing off with your full name, company name, and ideally a phone number makes the letter feel personal and accountable - not anonymous.