A few weeks ago, Holly and I won the contract to build our new home with ease.
We went the extra mile on our terms by offering zero due diligence, no appraisal, and of course, as much overpayment as we could afford.
And even with all this artillery, we only barely matched the terms of six competing cash offers on the table.
How did we win?
According to the saleswoman herself, she really liked the letter from our buyer.
In a hot market where up to a third of homes are selling for cash, a well-written letter of offer is a bargaining chip for a novice homeowner. If written correctly, just 300 words can sway a salesperson to your side and win a house.
So let’s discuss buyer letters: what they are, why they’re important, and how to write a letter that can give you a critical edge over those cash offers – and set you on the path to home ownership.
What is a buyer letter?
A buyer’s letter, also known as a “real estate love letter,” is simply a short, personal letter you write to the seller of a home to tell them:
- Who are you,
- Why do you love their house, and
- Why should they sell it to you.
You can think of it as the equivalent of a cover letter for a real estate job application. The goal of both is to establish a personal connection, which gives you a slight (but decisive) advantage over your competitors.
Are buyer letters legal?
Yes, but they are debatable.
“Buyer letters are not inherently illegal and unethical,” says Joseph Elkuri, co-founder of Compass’s The Axis Group, “but when buyers and sellers communicate directly, it opens up opportunities for governance and discrimination. I’ve never seen this happen, but it’s possible.”
This mindset has led Oregon to become the first state to ban buyer letters in 2021 due to concerns about housing equity. A federal judge has since overturned the ban, but even so, don’t be surprised if your real estate agent stops you from writing a buyer’s letter.
How to compose and deliver a buyer offer letter?
Instead of writing it by hand, I recommend that you compose your buyer’s letter in Google Doc or another text editor. This will make it easier for the seller to edit, share and read.
When it’s ready, print it out, sign it by hand, and fold it into a business envelope to make it look professional.
Finally, a good time to deliver a buyer’s letter is open days. Once you have established a relationship with the real estate agent, quietly and discreetly hand him your letter.
Now, without further ado, let’s look at how to write it.
How to write the perfect buyer letter
Ideal Buyer Letter:
- Brief.
- Irresistible.
- Professional.
Follow these seven principles exactly:
1. Limit yourself to one page
Selling a home can be just as stressful as buying it, as you’ll be mulling over multiple offers, preparing to move, and maybe even looking for a new home on your own.
So the last thing the salesperson wants to read is a five-page essay from the buyer detailing his dog’s daily ritual and his plans for painting the shutters.
Brevity is the soul of wit, wrote William Shakespeare, and this applies to buyer letters as well. Try to keep it under 300 words and your salesperson won’t consider it homework.
2. Weave a warm and fuzzy narrative
Despite the fact that they continue to live their lives, most sellers like to know that their former home is in good hands. So, include a few sentences on how you plan to take good care of the house and fill it with warm and fluffy memories for years to come.
“We can use the cozy carpeted living room upstairs to read board books to our little ones.”
“The patio is perfect for our famous annual family barbecue.”
“We love your home gym so much, we’ll probably copy your layout!”
3. Don’t discuss repairs
Sometimes people get carried away with the “here’s how we plan to use the house” section in a buyer’s email and start discussing their renovation plans.
Big no-no.
Since the list of planned repairs is, in fact, a list of things, you change about the house. You say it might be good enough for thembut this is not enough for you yet.
How is it boogie?
Instead, in line with principle #2, you should focus on the reasons why the house already perfect for you and your family.
4. Don’t be dramatic
“As you can imagine, the market is furious right now.”
“We’ve been looking since January and the school year is about to start.”
Yes, the market is tough and you may feel empty by this point, but the seller of your future home is not the one you want to pour your heart out to. Nobody likes to listen to drama, especially when it comes from complete strangers.
Instead, the ideal buyer’s email sounds joyful and excited. The overall vibe to radiate is “Wow, your home is so perfect and we can’t wait enter.”
5. Mention your offer
A good buyer email is not 100% warm and fluffy. After all, this is a business transaction, so it’s good to remind the salesperson that you’re organized, professional, and won’t cause delays.
“We are ready to close quickly with zero days of contingencies; an offer well above the asking price, a valuation gap to show how serious we are about this figure, and a minimum due diligence.”
“We know we cannot match the expediency of cash, but we are flexible with date of entry. If you need an additional 10 days after you move in, we will be happy to help you.”
Reassurances like these will put you head and shoulders above other homebuyers who seem inexperienced or naive, and help you avoid those other mistakes when buying a home for the first time!
6. Never mention race, politics or religion.
I’m sure you wouldn’t think of starting a buyer’s letter with “Hello, and kudos to L. Ron Hubbard,” but sometimes buyers disclose sensitive personal information without even realizing it.
“We can’t wait to celebrate Christmas in this house.”
“Kelly, my better half, writing for The Washington Post.”
Source: Giphy.com
Now you can discuss yourself in vague terms:
“I am a writer and my better half is a certified public accountant. Our hobbies are art, hiking and charity.”
But when checking your work, a good litmus test is this: is there anything in this letter that someone from Any race, religion, or political affiliation immediately found objectionable?
Not only do you not want to risk offending the seller, but if any personal information you disclose such as your marital status, marital status, gender identity, etc. will help you win the bid, you may receive a violation of the Fair housing is in your hands. Keep it neutral.
7. End on a positive note
Your final thoughts are a great place to go back to being warm and fluffy so you don’t come across as too cold and businesslike (like their money investors).
So instead of “best regards” which sounds dry or “sincere” which is far-fetched, try “from our family to yours” or “our sincere thanks for your consideration”.
essence
While cash offers are on the rise, everyone is left with an unprotected weakness: the lack of face-to-face contact.
By crafting a compelling buyer letter, you can cut through the noise and numbers and connect with the seller on an emotional level.
It may sound crazy, but trust me: 300 well-chosen words can bring you home.