In a competitive Sellers Market, many buyers are forced to get creative with their offers. Including ‘Buyer Love Letters’ has become a topic of conversation that I would like to take a moment to address.

When multiple offers are received on a property, it’s not just the price that a Seller will consider. They will look at the Buyer’s financial strength, requested/waived contingencies, and any additional ‘sweeteners’ that have been added.

This is a business transaction, but for many Sellers (and Buyers of course) it is also an emotional one. This is a home filled with memories.

So could it benefit Buyers to pull at a Seller’s Heart Strings by including a Love Letter with their offer?

Let’s discuss this a bit…

What is a Buyer’s Love Letter?

Some Buyers choose to submit a letter to the Seller in an effort to humanize the offer. This is a way for the Buyer to speak directly to the Seller since most discussions are between agents.

They may include a personal introduction, family photo, and highlight why this particular property is so perfect for them and their lifestyle.

Sounds like a lovely idea… why not?

I fully understand the interest in getting creative after so much disappointment and frustration in what is a historically challenging market, but is this an OK thing to do?

I caution my Buyers about submitting these letters with their offer. Many Buyers tell me that they want to submit one simply because ‘if everyone else is writing one, then I NEED to include one to stay competitive’. I understand that perspective, but let’s consider the reasons it may not be a great idea.

1. Some listings state in the MLS that ‘personal notes/love letters will not be accepted’. This doesn’t stop all buyers! I have heard stories of buyers taking matters into their own hands and personally delivering their letter. You may think that becoming the Seller’s best friend is a great idea, but they hired an agent for a reason. They usually want/need that buffer zone to allow for a fair transaction. Being approached personally by a buyer can be very uncomfortable for a seller. Talk about a backfired technique!

   I Don’t advise you do this! Let your agent do the talking!

2. FAIR HOUSING ACT. This is my biggest reasoning to keep the letters out of your offer. It is ILLEGAL to discriminate because of race, color, religion, sex (including gender, gender identity, sexual orientation, and sexual harassment), disability, familial status, or national origin. Love Letters that include family photos and personal introductions can intentionally or unintentionally cause a Seller to discriminate. As a real estate professional, I will not recommend any action which could potentially violate the Fair Housing Act.

3. You don’t know the Sellers and their motivation for selling. You likely don’t know their personal lives, personal situation, or experiences in this home. To some Sellers, this is purely a business transaction and they prefer to keep it that way. I feel your strongest approach is to stick to the price and contractual terms.

But… if all the other Buyers are including one, doesn’t leaving one out weaken my position?

This is the most common question I get when this conversation comes up. This is difficult to answer since every situation and Seller will differ. My advice is that IF you feel compelled to submit a letter, to do so with the points above in mind.

Steer clear of any comments that could be used to discriminate.

I recommend sticking to the following:

1. Basic introduction… “Hi, my name is…”

2. Briefly compliment the home and what unique feature attracted you .

3. Thank the Sellers for reviewing and considering the offer.

In summary…

Buying in a Sellers market comes with many challenges and frustrations. I coach my clients to stay focused on the business. A home sale is a huge legal and financial transaction. Of course it is also an emotional one, but getting too cute with your offer can muddy the deal.

I prefer to keep offers clean with clear terms. I believe an organized, professional offer showcases a Buyers strength and ability to close smoothly!

Stay focused on the contractual terms that you feel comfortable with. There are plenty of ways of sweetening the offer without fully exposing yourself. Reach out to me today to learn more about some of the techniques that I recommend.