Do you plan to use "I have a buyer for your home" letters?

By
Services for Real Estate Pros with Marte Cliff Copywriting

A bit of research turned up the news that a lot of agents search for a "I have a tell the seller about your potential buyerbuyer for your home letter."

It may be that agents are searching for those letters now because inventory is low.

In fact, finding an unlisted property may be the only way to make a sale right now. So go for it - and don't forget to approach those FSBO's. Selling isn't quite so quick and easy for homeowners who need to go to work every day.

If you plan to send these messages, there are a few things to keep in mind.

First, remember the first rules in writing any persuasive letter:

  • It has to be about them -  their wants, their needs, and their concerns.
  • Avoid beginning your letters with the word "I." Remember that they don't care about you or what you want and need.
  • When you've finished writing, the ratio of  "You" statements to "I" statements  should be at least 3 or 4 to one. Remember that "I" and "We" are both "I" statements.
  • Keep your paragraphs short, with empty lines between. Make it easy to read.
  • Use simple words. Don't try to impress with your vocabulary.
  • Proofread twice (or more)!

If you're writing your own letters, do be aware of the homeowner's (or land owner's) skepticism. So be careful: Writing a "I have a buyer for your home" letter is an exercise in walking a fine line.

If you don't wish to write your own letters... Yes, I do offer "I have a buyer for your home" letters.

I've had requests for them, so wrote four sets of I have a buyer letters - each for a different purpose.

On each of the product pages I include a warning: "Don't use these letters unless you really do have a buyer who might be interested."

That's important, because a good reputation can take years to build and an instant to destroy.

One of the fastest ways to lose credibility / destroy your reputation is to say you build trust through honestyhave a buyer - then have that potential buyer vanish right after you try to convince the seller to sign a listing.

A lot of sellers have either heard this song before or know someone who has. They know it's used as a ploy to get a listing.

It even happened to me once, after I let my license lapse.

We had listed my son's rental property with an agent I thought I knew well - someone I believed to be a good agent. Unfortunately, I was wrong. Over a 6-month listing he didn't market, promote, or show that property. BUT... after the listing expired he emailed to see if he could show it to a hot prospect. When I directed him to our new agent, no one heard from him again.

Unless the potential seller is someone who knows you well, you can't entirely erase the skepticism, but you can reduce it through your words.

My letters are careful to explain that the buyer is not a sure thing. They won't know for sure if they like it until they've seen the interior. The letters also avoid being pushy. Their purpose is to get the showing - or at least a conversation - while preserving the senders credibility.

They also acknowledge any skepticism the prospect might have. They let the potential sellers know that you are aware that some agents use those tricks - while assuring them that you do not.

My "I have a buyer" letters for equity sellers include space for a little detail about the kind of home your buyers are searching for - details that would match the house you're writing about. This is to show that you aren't just sending a mass mailing in hopes of landing a listing.

The vacant landcash buyer (for houses that won't finance), and distressed letters stress that the buyer is looking for something on that street or in that neighborhood.

Now is the time to get 2022 off to a good start - so whether you write your own letters or use mine, get busy!

 

Comments (6)

Dan Hopper
Dan Hopper - Gold Way RE - Westminster, CO
Denver Broker / Real Estate Advocate

Nope, was never a fan of them with all the "housing wording" you must not use to avoid violating the Fair Housing laws...  .

Dec 28, 2021 12:37 PM
Marte Cliff

That is a concern, Dan.

Dec 29, 2021 04:01 PM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Hi Marte... this particular approach has been so abused in my area, sellers simply don't respond and really believe it's just a come-on. I prefer to send something out offering a home equity analysis.

Dec 28, 2021 12:37 PM
Dan Hopper

I agree Nina ... 

Dec 28, 2021 12:50 PM
Marte Cliff

People are skeptical. This falls into the same category as telling a buyer that there is another offer. Today it's probably true, but back when I was in sales, it was often seen as a ploy to prompt an offer - or a higher offer.


That made me hesitant to tell a buyer if another offer was coming in. If I did they might think I was lying. If I did not, and the other buyer got the house, they'd be angry!

Dec 29, 2021 04:03 PM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Marte, when I was in real estate school, they TAUGHT you to say that, whether or not you did or not!   When I actually HAVE a buyer for a certain neighborhood, I will door knock, so they can see I actually do!  

Dec 28, 2021 01:45 PM
Marte Cliff

That is horrible! Instructors who push that should be fired.

Dec 29, 2021 04:03 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Marte,

We never did that routine.  If we had a buyer, we would get a one party listing agreement and bring the buyer over.  Our buyers in commercial real estate had attorneys for every aspect of a transaction.  People who do that get a bad reputation.  A

Dec 28, 2021 03:36 PM
Marte Cliff

Yes. You have to be telling the truth.

Dec 29, 2021 04:05 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

I despise those letters it is phony and pushed my the Marketing Gurus... if I was the seller I would want a single party listing show me your buyer...etc Endre

Dec 28, 2021 11:19 PM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Marte - as others have commented and you have warned against, these letters have long been seen as skeptical or beyond.  Being genuine matters.  That does make a difference.  You seem to understand that and the experience in your family underscores that.  

Dec 29, 2021 04:27 AM
Marte Cliff

As I told Joan Cox, I think instructors - or gurus - who recommend deceptive practices should be booted from the industry. They make everyone look bad.

Dec 29, 2021 04:06 PM