{"id":75912,"date":"2015-12-02T11:00:51","date_gmt":"2015-12-02T18:00:51","guid":{"rendered":"https:\/\/www.biggerpockets.com\/renewsblog\/?p=75912"},"modified":"2021-03-16T11:49:05","modified_gmt":"2021-03-16T17:49:05","slug":"2015-12-02-seller-letters-win-hot-market","status":"publish","type":"post","link":"https:\/\/www.biggerpockets.com\/blog\/2015-12-02-seller-letters-win-hot-market","title":{"rendered":"“Dear Seller” Letters: The Tool You Need to Win Deals in a Hot Market"},"content":{"rendered":"

<\/b>Most people don\u2019t think to write cover letters when putting in offers on a property. But why wouldn\u2019t you? People want to work with people they like and people that are similar to them. If you just turn in numbers on a sheet of paper, you better be the biggest number.<\/span><\/p>\n

People are always surprised when I tell them it\u2019s common for sellers to say they want to pick the person who buys their home, not just the highest offer. Why, you might ask? Because people are attached to their homes. They raised their kids there, cried there, laughed there and loved there. They have an emotional attachment that\u2019s sometimes worth more than a little extra money. I\u2019ve won multiple times without the highest offer because of these letters. Let\u2019s look at how to do it right and what I\u2019ve found to work well. <\/span><\/p>\n

No one cares about you. <\/span><\/h2>\n

Let\u2019s start right there. No one cares about you, so don\u2019t spend your time talking about you<\/em>. Writing a letter about yourself is the same as going to a cocktail party and talking\u00a0to someone else about\u00a0you how great you\u00a0are. No one likes that. While you have to talk about yourself a little, it should only be in the context of them.<\/span><\/p>\n

Example:<\/strong><\/em> \u201cWe are both avid cooks and couldn\u2019t imagine a better kitchen. You have great taste and design style — thank you.\u201d<\/span><\/p>\n

In the above\u00a0example, I am talking about myself\u00a0while congratulating the sellers on the work they did. Kitchen remodeling is expensive, so you know the kitchen is important to them. Who doesn\u2019t want to have someone appreciate their work?<\/span><\/p>\n

Related:<\/strong> The Savvy Buyer\u2019s Guide to Winning Deals in an Seller\u2019s Market<\/a><\/em><\/p>\n

You want to be as much like them as possible.<\/span><\/h2>\n

Let\u2019s face it: People want to interact with, do business with and be with people who\u00a0are like them. The sellers will never meet you, so the only chance you have of showing them you\u2019re similar to them is through the letter. You\u2019re trying to create an emotional bond. <\/span><\/p>\n

For example, let\u2019s say you saw a house with a well-cared-for backyard, ample outdoor seating, and a nice grill, and inside you noticed a few bird books on the bookshelf. How could you use this information?<\/span><\/p>\n

Example:<\/strong><\/em> \u201cWe really appreciate what you\u2019ve done with the backyard. It\u2019s the perfect place to bring friends and family or just listen to the birds on a warm, sunny day.\u201d<\/span><\/p>\n

You are not only congratulating them on their work, which everyone loves, but also bringing up positive emotions they will associate with you, and to top it off, you are showing them how similar you are. <\/span><\/p>\n

Congratulate them on their home and the work they\u2019ve done. <\/span><\/h2>\n

When people put time and money into their house, you know they love it. Why else would they do it? Have you ever taken care of something and had someone compliment you on it? It feels great. If you notice anything like a garage with a lot of built in storage, a deck for parties, a certain type of decor, or even a fancy kitchen, then that\u2019s what’s important to them. To gain an edge, tell them how much you liked what they\u2019ve done and how it\u2019s also important to you. <\/span><\/p>\n

Example:<\/strong><\/em> \u201cWe really love what you\u2019ve done with the kitchen. Opening it up so you can cook and also be a part of everything else really hit home for us. We can see the care and attention you put into making it just right.\u201d<\/span><\/p>\n

Use emotion-driven words.<\/span><\/h2>\n

If you look at all of the above statements, you\u2019ll see that I use mostly emotion-based words. Liking someone or not comes down to a feeling you get from them. Feelings come from emotion, so you have to use words that elicit emotions. Tell them how the house makes you feel; make it positive and congratulate them in the process. That\u2019s how you stand out. <\/span><\/p>\n

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\u201cI’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.\u201d — Maya Angelou<\/span><\/p>\n<\/blockquote>\n

People don\u2019t focus on what you say; they focus on the feeling they get from what you say. That\u2019s all they will remember after looking over several offers. That\u2019s all they\u2019ll remember when you ask for repairs. You want them to like you.<\/span><\/p>\n

How do you know what the sellers are like?<\/span><\/h2>\n

When we\u2019re walking through a house, I take photos and notes. I look for:<\/span><\/p>\n