In editing letters of intent (LOI), I note that applicants often make the mistake of focusing on their desired institution's virtues. Remember that the goal of the LOI is twofold:
1) Affirm your strong interest in the institution.
2) Distinguish yourself with your accomplishments.
These programs already know their strengths; unfortunately, you won't further your candidacy by reiterating them.
See my editing pages for information on my LOI services.