The WHO formula: letters people actually read
Short answer: Every letter should have three parts: Who it's for (one person), a Hook (a first line in their own words), and an Offer (one clear next step). If a letter is missing any of the three, it isn't ready to mail. Keep it honest, kind, and clear about who you are.
Why use mail at all?
Working with families in transition means reaching many people, some of whom will never respond and some of whom will need help at exactly the right time. In my business most contacts don't turn into conversations. The few that do can matter a great deal. I use mail because it is personal, and its job is simple: to make it easy for one person to call or visit a page when they are ready.
What is the WHO formula?
- W: Who it's for. Speak to one person: the executor, the heir, the homeowner facing foreclosure.
- H: Hook. The first line that makes them keep reading, in their own words.
- O: Offer. One clear next step: call, visit a page, or request a guide.
For example, for an out-of-state executor: Who is the executor who lives far away. The Hook might be, “Managing a house from far away while you're grieving is a lot.” The Offer might be, “Call me for a plain-English walk-through of your options, no pressure.”
Why does consistency matter?
Most people aren't ready the first time they hear from you. A steady, respectful series of letters over many months means you are there when they are ready. I built a custom letter system with AI, Google Sheets, and Google Apps Script so that personalized letters can be prepared in minutes instead of days. The tool matters less than the message: kindness and clarity, at scale.
What should you do before you mail anything?
- Be honest about who you are and what you're offering.
- Follow Texas Real Estate Commission (TREC) rules, your brokerage's policies, and mail, advertising, privacy, and do-not-contact laws.
- Honor “no further contact” requests right away.
- Don't promise outcomes, prices, or timelines.
- Ask your broker or attorney to review your letters before you send them.
Which lead types should you start with?
In my business the strongest types have been out-of-area personal representatives, tax-delinquent properties, code-violation homes, and distressed or off-market properties. There are many more once you have the first few right. Start with one or two and do them well.
Try this week
- Write one letter using Who, Hook, and Offer.
- Read it aloud. Would you want to receive it?
- Have your broker or attorney review it before it goes out.
Questions people ask
What is the WHO formula?
Who it's for, a Hook, and an Offer. It is a checklist for writing letters that are clear and kind.
Do I need special software?
No. You can write letters by hand or in a document. A system only helps once your message is working.
Is it legal to mail families in probate?
Rules vary by state and situation. Ask your broker and attorney, and follow TREC and privacy rules.
Example: See how I explain the process to families (my own site). This links to my own site, Cities Real Estate.
Watch this lesson, or talk it through.
The video is in the free course. Or book a 21-minute call.
This lesson is educational. Results depend on your niche, your effort, and your follow-up. Nothing here is legal advice, and nothing here promises leads, listings, clients, or income.