As a listing agent, one of the most critical aspects of your job is to create an inviting atmosphere for potential home buyers. And what could be more attractive than a welcome letter from the sellers? A welcome letter can establish a personal connection with the buyers and help them imagine what it would be like to live in the home. Here are tips on how to write an excellent welcome letter that focuses on the house rather than the people and does not violate Fair Housing regulations.
Where to start?
Begin the welcome letter with a friendly greeting and an introduction to the house. Then, ask the sellers to tell potential buyers what originally drew them to buy the home. Was it the location, the architecture, or a feature of the home that they fell in love with? Be sure to keep the tone optimistic and welcoming, emphasizing why this house is a great place to live.
Next, ask the sellers to describe how they have enjoyed living there. Share some of their favorite memories of the home and the surrounding community. For example, the sellers might discuss hosting a family gathering or enjoying their morning coffee on the back patio. These experiences will also help potential buyers envision themselves making memories in the home.
Fathom Realty agent Cindy Jones from North Carolina shares, “You would be amazed at how these little efforts connect people. For example, one couple who bought a home with a sophisticated sound system said that is what sealed the deal for them, the husband being as big a music lover as my seller was. Another couple bought a home because my clients talked about how the kitchen was their haven for cooking Italian meals like their grandmother used to. The buyers loved homemade Italian cooking and felt that was “a sign.”
Cindy continues, “Recently, I had another home go under contract after only two days. When I met the buyer to pick up her due diligence check since the listing agent was out of town, she told me she loved the home, but what put it over the top was the welcome letter. It advised her what she needed to know about the neighborhood amenities, that the Homeowners Association was engaged with the community, and all the neighbors were so friendly.”
End with a warm conclusion.
Finally, wrap up the letter by expressing the sellers’ hope that the buyers will enjoy it as much as they have. Encourage buyers to explore the home and make themselves at home during the showing. By doing so, they will get a feel for the flow and vibe of the house, helping them to determine if it is the right fit for them.
Don’t forget to review and approve!
Remember that the seller’s agent should check for any errors or language that could be deemed discriminatory. This letter should focus on the home’s positive attributes, not the demographics of the current owners. A REALTOR®’s fiduciary responsibility is to review and edit the letters to ensure they focus on the home and all it offers, not any particular people, familial status, or anything violating Fair Housing regulations. Following these guidelines, you can create a compelling welcome letter that helps potential buyers envision themselves living in the home. This personal touch can make all the difference when sealing the deal on your listing. Consider the welcome letter as a powerful tool in your marketing arsenal.
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