So you’ve found the ‘perfect home’, but how do you negotiate the best deal? Let’s begin with making your initial offer. You can also request our 92-page guide on How To Buy And Sell Homes Like A Pro here.
What Sellers Want
In my 20 years of selling Howard County real estate I have found that sellers basically want two things: (a) the most money possible; and (b) a “sure deal.” In other words, a bird in the hand is worth two in the bush. If your offer looks shaky, the seller will be less likely to lower his price. But, to the extent you can convince the seller that you are a strong buyer and that your offer has a very low risk of failure, he will be more likely to give you a bit more of what you want – a lower price.
A couple of keys to showing the seller yours is a strong offer are: Making a Complete Contract Offer; Showing Strong Financial Qualification; and Presenting a Professional Package
Full Written Contract
Never make “verbal” offers. If you want the seller to take you seriously, you need to take your own offer seriously by completely a full purchase contract for any offer.
Verbal communication is 10% words, 30% tone of voice, and 60% body language. In my experience, this principle applies to written communication too – and especially to real estate offers.
Some buyers want to make verbal offers. “Just ask the seller if he’ll take $30,000 less.” Bad idea. Not only would such an “offer” be unenforceable if “accepted” (legally real estate contracts must be in writing), but the “body language” of a verbal offer communicates all the wrong things to the seller.
The “body language” of a verbal offer says “I may or may not be a reliable person” or “I don’t take the process of buying your home seriously.” This does not encourage a seller to deal with you, nor to give you the best price. For this reason most Howard County home sellers and/or Howard County real estate agents would reject, out of hand, any “verbal” offers.
When I write offers for buyers I insist on a complete contract offer, including primary contract (MAR ver 10/08) and all necessary addenda (inspection(s), county notices, disclosure/disclaimer, etc.), and all forms are computer-printed to be legible and neat-looking. Uusally the seller has previsously created some of these forms (MD Disclosure/Disclaimer for example) and it is a good idea to ask for copies of these forms from the seller and to include them in your offer.
When your offer is complete, with no forms missing, and everything typewritten and neat, your paperwork’s body language communicates to the seller “I am reliable” and “I will pay attention to the details through out this transaction.” When you communicate that, you give the seller “warm fuzzies” about the strength of your offer, which may help him adjust to the fact that he’s not getting the price he wants.
When forms are missing, it communicates to the other side that you don’t pay attention to details and may prove to be unreliable during the transaction.
By the way, we provide a full copy of all such contract forms to every home buyer at our first meeting, so that you can review them well in advance of making a purchase offer. You can request sample copies of all these forms here.
Showing Strong Financial Qualification
It used to be that giving the seller a lender pre-approval letter was optional. Today it is mandatory. Without one, your offer will be heavily discounted if not rejected outright.
There are three “levels” of lender letter: pre-qualification, pre-approval, and commitment letter. A commitment letter is the strongest possible lender letter which is great if you can get one. But you will probably want at least a pre-approval letter.
Also, Howard County realtors and Howard County home sellers will tend to want to see a letter from a local lender, and not an Internet-based company like Lending Tree. Internet-based lenders have a horrible reputation in Howard County for making promises that they cannot keep, causing problems both for sellers (financing fails despite lender’s written promises) and for buyers too (hidden fees and undisclosed loan points jack their prices up beyond those of any local lender). If you insist on using an Internet-based lender despite the risks, at a minimum you should also have a pre-approval letter from a local lender as a backup.
How “local” does your lender need to be? Here’s a rough rule of thumb. If they are close enough so that I can drive to their office and slash their tires when they lie about your loan – and/or close enough so that I can reward them by referring future buyers if they do a good job – then that’s close enough.
Seriously, any good Realtor or lender should get over 50% of their business by referral. Distant Internet-based lenders don’t have to worry about their local reputation and/or screwing up a loan, but local lenders do. Get a list of top-ranked local lenders here.
Cover Letter
In my experience we negotiate a better price with the seller, not by denegrating the quality of his property, but by “selling” on your qualities and the high quality of your offer. And, we do this in a professional cover letter.
In every professional cover letter I will include (a) a summary of the offer terms (price, settlement date, request for cash credit); (b) a statement about your financial qualifications (large down payment, pre-approval letter, etc.); and (c) a paragraph reciting all (and I mean ALL) the benefits your offer brings to the seller.
For example, if you don’t have to sell another home in order to buy this one, I emphasize that in the cover letter. Yes, it may be true that 90% of other home buyers are also in that position – but I emphasize every benefit possible that you bring to the seller, so that he will think you are, in fact, a “great” buyer.
(We call this the “no water in our gas” theory. If a gas station charged 10¢ more per gallon and then advertized “no water in our gas”, it would kind of make you wonder about the other stations, wouldn’t it? When you bring any benefit to the seller, we want to emphasize those benefits – even if 90% of all other buyers bring them too).
Also, if we know some unique “wants” the seller has and we can meet them, we mention those in the cover letter too. For example, if the seller wants to settle very quickly (or not), we mention that we can accomodate that need.
Putting together a professional cover letter is the final touch to the “body language” of your offer. It is easy to do, but it’s easier not to, and it stuns me how many agents and buyers fail to take this simple, powerful step to negotiating a better price. You can request a sample professional cover letter here.