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Absentee Owners / Second Home Seller Letter

Fourteen percent of all home sales this year came from one group: owners who don’t live in the property they’re selling. (Source: NAR)

Second homes. Absentee owners. Landlords dealing with repairs, vacancies, and shifting returns.

They may not be raising their hands, but many are re‑evaluating what they own and why.

This campaign is built to reach them where they are, before they make their next move.Your job? Put it in play and start turning this segment into your next source of listings.

The Anti-Hype Letter

In a shifting market, fear is cheap (and everywhere).

You can’t scroll YouTube without someone predicting the “big crash” or shouting “sell now before it’s too late.”

But here’s the thing: the data says otherwise. Decades of housing history show that every downturn recovers.

Which means panic‑selling is the fastest way to turn a temporary dip into a permanent loss.

That’s why this letter takes the opposite approach. Instead of peddling fear, it positions you as the steady, long‑view professional who helps people sell for the right reasons: fit, timing, lifestyle.

It’s the kind of message that builds trust when others are burning it.Send it monthly to your farm and watch your share of the market grow when confidence is in short supply.

Coming Soon: Skip the Waitlist

Scarcity sells, especially in real estate.

Tell someone they can’t have something, and suddenly it’s all they can think about.

That’s the psychology behind this campaign. It opens with a line most agents would never dare send: “I really shouldn’t share this listing with you…”

From there, it trades in curiosity, not information. No price. No exact address. Just a handful of vivid details, a whisper of exclusivity, and a simple CTA: text “VIP” to learn more.

This isn’t about announcing a listing, it’s about creating demand before it hits the market.Send it, and you’re not just marketing a home. You’re making it feel like an opportunity buyers can’t afford to miss.

IG Poll: A deal that’s hard to find in [City]

You already know the power of Deal of the Week. This version is built for Stories.

We start with the hook, then layer in the details, then highlight the features that make this one stand out. Only after the curiosity builds do you invite them to raise their hand. In recent tests, that structure alone delivered 6x more engagement.

The hook itself? We pulled it from one of the 1,200 top‑performing Instagram posts we track at Listing Leads, and built the rest so you can execute fast.

Not sure which listing to feature?

Start here:

  • Filter for new listings (within the last 7 days)
  • Focus on your target price point
  • Stay in your ideal neighborhood or farm area

That should give you a pool of 50–70 listings.

From there, zero in on the one with the highest saves or views—that’s the listing with heat behind it.

Use this format to test urgency, stay visible with buyers, and stay top of mind.

IG Poll: Stuck?

The data says it all: many buyers aren’t stuck because they’ve lost interest—they’re stuck because they’re not sure what to do next.

Cotality’s latest research found that only 7% described the buying process as straightforward. The rest hit moments of doubt, kept questions to themselves, and moved forward without full clarity. Sometimes they didn’t know who to ask. Sometimes they felt they should already know.

That’s why this poll works. It gives buyers a low‑pressure way to say, “Yep, I’m unsure.” And once they do, you have an open door to guide them—turning uncertainty into momentum, and curiosity into conversations.

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You might regret reading this

If you want to grab attention and convert curiosity into action, this campaign is your blueprint.

It’s built around three powerful marketing tactics designed to engage and persuade: Small Agreements, Objection Handling, and the Power of a Client Case Study.

By inviting homeowners to take a simple, no-pressure step—like texting for a free home value report—it lowers barriers, builds trust, and encourages incremental commitment.

At the same time, it proactively addresses a common objection: “I don’t want to sell my home,” reframing the conversation to focus on clarity and future possibilities.

Including a real client success story—selling a home for $25,000 over Zestimate—adds credibility and proves your expertise, making your offer even more compelling.

Together, these strategies create a message that inspires action and helps you win your next listing.

Pro-Tip: Add your client’s testimonial in the P.S. to build even more credibility and trust.

[Coming Soon] Don’t Say I Didn’t Warn You

Your listing marketing isn’t just about selling a home—it’s the best form of advertising you can do for your future sellers.

But too many agents see listing marketing as a task to check off, missing the bigger opportunity. Future sellers are watching closely.

They notice the creativity, care, and thought you put into promoting your clients’ listings and think, "I want that for my home."

I challenge you to think differently about every aspect of your listing marketing.

Make it an irresistible showcase of your expertise, so every seller in your market says, "That’s the agent I need."

VOTW: Buy (Property Type) For (Down Payment)

When something works, smart agents take note and adapt it for their own market. That’s exactly the inspiration behind this Instagram Reel script, modeled after Shaneé Dunbar, a Houston Realtor whose Reel went viral with over 938K views. Her simple yet compelling message—highlighting an affordable down payment and key features of a newly constructed quadplex—captured attention and generated massive engagement.

This script follows the same proven formula: showcase an attractive property, emphasize an accessible down payment, and highlight a standout feature or benefit. Pair the voiceover with eye-catching B-roll of the listing, and you’ve got a Reel that’s designed to stop scrolling and spark interest. Tailor it to your market, and let this strategy work for you.

How to Create Your Instagram Reel

Step 1: Use our script to create your Instagram Reel

Step 2: Create or Upload Your Reel: Record a Reel using Instagram's camera or upload a pre-recorded video from your phone.

Step 3: Edit Your Reel: Add effects, music, and text as needed.

Step 4: Proceed to the Share Screen: Tap Next after editing your Reel to move to the final screen where you add captions and tags.

Step 5: Use the Canva template below to create your Instagram Reel cover: Use your brand colors to customize it to your unique brand. Save it to your camera roll.


Step 6: Select the Cover: On the Share Screen, look for the "Cover" option (usually beneath or near the preview of your Reel). Tap "Cover" to open the editor. Tap "Add from Camera Roll" to upload the image.

Step 7: Crop and Adjust (Optional): Instagram lets you adjust the placement of the image for the grid preview (the square format seen on your profile). Use the grid view to ensure the most important part of the image is centered.

Step 8: Save and Post: Tap Done after selecting the cover. Add your caption, tags, and other details which are all provided below, then post your Reel.

SOTW: How much does it really cost to buy a home?

This Instagram Story series is a simple yet effective way to engage your audience by answering a question many buyers have: How much does it really cost to buy a home in [AREA]? Using the Canva templates provided below, you can easily tailor this campaign to your market.

Here’s how to make the most of it:

  1. Choose 3-4 areas in your market to highlight. Select neighborhoods or towns where you see strong interest or growth.
  2. Pick a photo or video background of homes or listings that represent each area. You can also include local landmarks, popular streets, or scenic views to make the content feel personal and relatable.
  3. Customize the text with localized down payment and monthly payment estimates for homes in each area.
  4. Add a poll at the end, asking viewers which price range they’d like listings for.

Once the story is live, make sure to follow up immediately with anyone who engages with the poll. This is an extremely simple campaign to execute and can help you identify serious buyers who are ready to take the next step.

TOTW: Cold Lead Activation Text

Engaging cold leads requires a concise, curiosity-driven approach that’s authentic and non-intrusive.

This text uses a timely market update to spark curiosity, referencing a rise in new listings. 

Localize the data—make it specific to your market so it feels more relevant and demonstrates your expertise. 

By asking a simple, low-pressure question, you’ll spark engagement and create a natural opening to reconnect with leads who might be ready to explore their options.

Past Client Check-In (CA)

In times of uncertainty, your past clients aren’t just looking for market updates—they’re looking for reassurance. The recent news around U.S./Canada tariffs and economic shifts has left many wondering what it all means for them.

This is a great moment to check in, not to sell, but to show you’re there as a trusted resource. A simple, open-ended question like “How are you feeling about the market right now?” invites conversation and reminds them you’re paying attention—so they don’t have to navigate it alone.

Here’s how to reach out in a way that feels natural and valuable.

20% Spike In Mortgage Applications (US)

Mortgage demand just jumped 20% in a single week. That’s not just a number—it’s a reason to reach out.

Buyers are watching rates closely, and with more of them jumping back into the market, competition is heating up. This shift could mean stronger offers and better opportunities for sellers—but only for those who are paying attention.

Now is the perfect time to check in with prospects and spark a conversation. A simple, easy-to-answer question like “Have you been keeping an eye on the market?” can open the door to a meaningful discussion.

Send this text to 25-50 prospects.

How to Navigate Uncertainty (CA)

It’s okay to feel uncertain right now. Your clients are feeling it, and if you’re being honest, you probably are too. The constant headlines—trade tensions, tariffs, economic shifts—make it hard to know what’s next. And when things feel unpredictable, it’s natural to hesitate.

But uncertainty doesn’t mean pressing pause. It means leaning into what doesn’t change—your expertise, your ability to guide, and the trust you’ve built with your clients. They don’t need all the answers right now. They just need someone who can help them understand their options and make decisions with confidence.

20% Spike In Mortgage Applications (US)

Mortgage demand just jumped 20% in a single week. That’s not just a number—it’s a signal.

Buyers are paying attention. A dip in rates has pulled more of them back into the market, and that momentum could mean more competition, stronger offers, and better opportunities for sellers.

Real estate moves in cycles, and smart buyers and sellers move with it. The key is knowing when to act.

Here’s what this shift means for your clients—and how you can help them stay ahead.

FSBO Letter #3: The 30-Day Test Run

At this point, the FSBO seller has likely had some level of interest—but interest doesn’t equal a sale.

Letter #3 is where you introduce a no-risk solution: a 30-day listing agreement designed to get them across the finish line. No long-term contracts, no pressure—just a smart, performance-based approach that removes the biggest barrier FSBO sellers have about working with an agent.

By now, they know you’re not just another agent trying to “win the listing.” You’ve provided value, built trust, and positioned yourself as a problem solver.

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