The holiday season is behind us, the influx of Christmas cards has stopped, and mailboxes are back to being stuffed with generic promotional junk. What better time to stand out?
Every January, I send an annual wrap-up letter to my sphere and clients. After the holiday hustle and the flurry of social connections fade, many people crave a personal touch. This letter not only fills that gap but also serves as a powerful tool to stay connected, highlight my accomplishments, and spark excitement about what’s ahead.
In this article, we’ll break down how to replicate a proven annual letter format and why each element is strategically designed to keep you top of mind with your audience.
Curious about how it all comes together? Check out my full 2024 letter here.
Start with a Warm, Grateful Welcome
Here’s an example from the letter:
“As we step into a brand-new year, I want to take a moment to thank you for your trust, support, and referrals in 2024. You are the reason I love what I do and why this past year was my best yet.”
Why this works:
- Relational: Opens with gratitude to immediately engage and connect emotionally with your audience
- Inclusive: Acknowledges various relationships (clients, community, friends)
- Sets the tone: Establishes a positive, forward-looking vibe
How to replicate:
Start your letter with a genuine expression of gratitude. Mention the people or groups that contributed to your success and weave in an emotional connection. Use language that feels personal but professional. One huge takeaway is that when you thank people for sending you referrals (even if they have never sent you one), it encourages them to send you referrals.
Celebrate Milestones, But Keep the Focus on Value
Example from the letter:
“2024 was a milestone year for me; with $15.9 million in individual sales, I surpassed a goal I’ve been chasing! But more than the numbers, what I’m most proud of is staying true to my belief that people’s needs and goals always come first. Helping families achieve their wins is what makes this career so rewarding.”
Why this works:
- Balances credibility and humility: Shares a major accomplishment while reinforcing client-first values.
- Builds trust: Highlights a commitment to service over self-promotion
How to replicate:
Share a key professional milestone but frame it around the impact on your clients. Explain why this achievement matters to your audience and how it reflects your values. It’s also ok to brag a little bit here. This letter is going out to supporters who want to see you win. If you had a big year or you’re proud of a new milestone, make sure they know it!
Introduce a Meaningful Vision
Example from the letter:
“One of the most meaningful milestones of this year was launching The Grove Group, a real estate team born from a vision close to my heart. It’s built on a foundation of prioritizing people and delivering operational excellence in every aspect of what we do.”
Why this works:
- Shows growth: Introduces a new initiative or development
- Personalizes the mission: Connects professional goals to personal values
How to replicate:
If you’ve launched a new project, expanded your services, or achieved something personally significant, share it. Focus on the vision behind the milestone and how it benefits your audience.
Side note (might be talking to myself here): Fight your limiting beliefs that you’re not yet far enough along on your journey to whatever you are trying to do. Just share it, your supporters love to see your growth. They are more impressed with your new initiatives than you’re giving yourself credit for, plus it will hold you accountable.
Add a Personal Touch
Example from the letter:
“On a personal note, Jake and I celebrated 11 years of marriage, and our kids, Jack, Mia, and Kali, are now 7, 5, and 4—they remind me daily how fast time flies!”
Why this works:
- Humanizes the professional: Adds a relatable, personal element
- Strengthens connection: Shows authenticity and balance
How to replicate:
Include a brief personal update that feels natural and relatable. Highlight life events or achievements that add warmth and dimension to your letter. Remember, people want to buy from a real person, so give them a peek into your life that you are comfortable with.
Include a Market Update
Example from the letter:
“The real estate market in 2025 is shaping up to be an exciting one! Locally, the Jupiter area continues to thrive as more families and professionals discover everything our community has to offer.”
Why this works:
- Positions expertise: Positions you as an expert industry professional
- Provides market insights: Demonstrates knowledge of both local and national trends
How to replicate:
Share relevant insights about your industry or niche. Focus on trends that directly impact your audience and highlight your role as their go-to resource. Don’t go too in depth that you lose the reader, save that for your monthly deep dive into the market. Here, keep them engaged with local data and insights on hot topics like interest rates or inventory, making this feel relatable to consumers.
Introduce an Upcoming Resource or Initiative
Example from the letter:
“I’m thrilled to roll out my Concierge Homeowner Dashboard through Mosaik.io in 2025! It’s an easy way to stay informed about your home’s value, market trends and tap into my vendor networks, even if selling isn’t on your radar.”
Why this works:
- Creates anticipation: Teases something new and valuable
- Offers tangible benefits: Provides a clear reason for recipients to stay engaged
- Serves as a call to action: Offers a “next step” so they anticipate the follow-up
How to replicate:
Highlight an upcoming resource, tool, or event your audience will benefit from. Emphasize how it solves a problem or adds value for them. Most importantly, include a call-to-action to watch for more details. This puts the reader on notice that you will be following up on the subject. It gives them something to look forward to and is an easy follow-up for you.
Close with Warmth and Accessibility
Example from the letter:
“Here’s to a new year filled with opportunities, growth, and connection. Wishing you and your loved ones a wonderful start to 2025!”
Why this works:
- Leaves a positive impression: Ends on an uplifting note
- Reinforces approachability: Keeps the tone welcoming and open
How to replicate:
Close with a forward-looking message of optimism and accessibility. Use a sign-off that feels warm but professional, such as “With gratitude and warm wishes.”
Why An Annual Letter Works
This annual letter works for me because it strikes the perfect balance between professionalism and personality. It allows you to showcase your achievements, share valuable insights, and keep your audience informed about what’s ahead—all while maintaining a personal connection.
By organizing your letter into clear, engaging sections, you make it easy for recipients to stay interested and read through to the end. Including relevant trends and upcoming resources positions you as an expert and reinforces your value as their go-to resource. A thoughtful, forward-looking closing leaves a positive, lasting impression, encouraging future engagement and keeping you top of mind as your audience heads into the new year.
Want to see a complete example and use it as a template? Download my full annual letter below!
