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Homes that sell vs Homes that sit (CA)

When sellers price for the market they remember - not the one they’re in - homes sit, prices drop, or listings disappear.

This email helps you name that disconnect and start the kind of conversation that leads to smarter pricing, stronger positioning, and fewer surprises. We also added a soft P.S. for buyers—because in this market, some well-priced homes are absolute steals.

IG Reel: What do buyers really want right now?

This IG reel is fast, visual, and ridiculously easy to execute, but it’s also backed by real data from Zillow, NAHB, and HomeLight on what today’s buyers are actually looking for.

Post as-is or update any of the ten points to reflect what you’re seeing in your market.

IG Poll: What’s the chance…

Inspired by a killer reel from Rick J Lee, and built around the same psychology behind our “What’s the chance?” text, we’re lowering the bar and opening the loop.

“Getting back in the market” feels casual. The options feel safe. But the insight you get? Game-changing.

This one’s short, strategic, and built for engagement.

What’s the chance…

Most scripts put people on defense. This one opens the door.

In a market full of hesitation, your message has to do more than inform - it has to disarm.

That’s why we built this text around three words I picked up from a Lewis Howes video: What’s the chance? It’s playful, non-threatening, and it bypasses the part of the brain wired to shut down salesy conversations.

Instead of pressure, it invites possibility. And for buyers who’ve felt sidelined the last two years, that’s exactly the kind of nudge that gets them to re-engage.

Homes that sell vs Homes that sit

When sellers price for the market they remember - not the one they’re in - homes sit, prices drop, or listings disappear.

That’s the story behind two new reports from Realtor.com and Clever, and the reason we built this campaign.

The data is clear: 72% of future sellers think they’ll get over asking. Only 42% of recent sellers actually did. Nearly half had to cut their price. And delistings? Up 47% year-over-year.

This email helps you name that disconnect and start the kind of conversation that leads to smarter pricing, stronger positioning, and fewer surprises. We also added a soft P.S. for buyers because in this market, some well-priced homes are absolute steals.

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Latest Campaigns
Better Than An iBuyer (Home Improvements)

Most sellers assume that making updates before listing is a must. But the truth? Some renovations add value—others just drain your wallet.

This direct mail sales letter challenges the idea that every home needs a facelift before hitting the market. Instead of pushing sellers toward costly upgrades, it positions you as a strategic advisor—someone who helps them make smart decisions based on real market data. The message is clear: before they waste time and money on unnecessary projects, they should talk to you first.

To make this even more compelling, the letter includes a visual graphic highlighting specific home improvements and their return on investment. This gives sellers a quick, digestible way to see which updates actually pay off.

Pro tip: Update the ROI data based on your local market insights. Customizing these numbers will make the letter even more relevant and persuasive for homeowners in your area.

Better Than An iBuyer (Sell As-Is)

This stat blew me away: Opendoor has purchased 30,000 homes over the last two years.

Now, why does this matter? As an agent who wants more listings, you need to identify underserved niches in the market and get the right message in front of them. 

When I look at Reddit and other forums, sellers who choose Opendoor often mention convenience, certainty, and speed—but overwhelmingly, the biggest reason is avoiding repairs. They don’t want the hassle of fixing up their home before selling.

That’s a huge opportunity. Homeowners who have lived in their homes for 20+ years likely have repairs to make, and many believe their only option is selling to an iBuyer. This direct mail campaign speaks directly to them, showing a better alternative—you

Use this letter to stop losing deals to companies like Opendoor and position yourself as the agent who knows how to get their home sold.

Unsolicited CMA: Comparison Text (CA)

Most agents play the long game with home value leads, waiting months—sometimes years—for them to convert. But if you want to fill your listing pipeline now, you need to focus on a different group: homeowners requesting CMAs.

Why? Because 18% of homeowners who request a CMA list their home within 12 months. (Source: Fello) That’s nearly 1 in 5. And while most agents chase colder leads, this strategy puts you in front of sellers who are already thinking about making a move.

This text is so effective because it challenges assumptions. Homeowners trust online estimates, but when they see how far off they can be, it sparks curiosity—and that curiosity turns into conversation.

Send this text to 25 people in your SOI today. The opportunities are out there. You just have to start the right conversation.

Unsolicited CMA: Comparison Text (US)

Most agents play the long game with home value leads, waiting months—sometimes years—for them to convert. But if you want to fill your listing pipeline now, you need to focus on a different group: homeowners requesting CMAs.

Why? Because 18% of homeowners who request a CMA list their home within 12 months. (Source: Fello) That’s nearly 1 in 5. And while most agents chase colder leads, this strategy puts you in front of sellers who are already thinking about making a move.

This text is so effective because it challenges assumptions. Homeowners trust online estimates, but when they see how far off they can be, it sparks curiosity—and that curiosity turns into conversation.

Send this text to 25 people in your SOI today. The opportunities are out there. You just have to start the right conversation.

Unsolicited CMA: Home Improvement

Most agents wait for homeowners to ask about their home’s value. But the best agents don’t wait for permission to be helpful. They anticipate the need and show up with value—before the homeowner even thinks to ask.

That’s what makes this text so effective. Instead of offering a generic CMA, you’re telling them you’re already working on it. It’s proactive, it’s personal, and it naturally sparks a conversation.

This text campaign is simple but powerful. Instead of just handing over a home value report, it starts a conversation. By asking about recent or planned updates, you engage the homeowner, make them think differently about their investment, and position yourself as the expert who helps them maximize it.

Reasons Why People Are Selling This Summer

This letter is built for one purpose: to help you start meaningful conversations with homeowners as we head into the summer season.

It’s an updated variation of Reasons Why People Are Selling This Summer—the campaign Gretchen Coley used to generate a $2.1M listing that sold in just two weeks.

The message is timely, relevant, and direct. It speaks to what sellers are actually thinking about right now: rates, timing, uncertainty, and whether it’s still a good time to sell.

Use this version to establish a new farm—or re-engage an existing one.
Just don’t forget to personalize:

  • Include your local days on market
  • Add real data about home values or recent activity
  • Keep the call to action clear and simple

Direct mail doesn’t need 12 months to work. It just needs the right message at the right time.

Lead Activation Text (Summer Edition)

Every season is a reason to touch base with your database.

This simple text not only allows you to nurture these relationships, it also positions you as a proactive advisor in their real estate plans.

Don't overthink it—send this text today. 👇

“I started to think about selling but stopped because…”

Most agents overthink lead generation.

They build funnels. Hire videographers. Try to automate trust.

But sometimes? The highest-converting strategy is just… asking a smart question.

That’s what this campaign does.

It worked on social—because it’s personal. Disarming.

So we brought it to email, too.

Here’s why it works:

  • It meets sellers where they are—in hesitation, not decision.
  • It’s frictionless—easy to answer.
  • It starts a conversation you can actually convert.
$100M Text

You don’t need a perfect script. You need a reason to reach out.

This text gives you one.

It’s inspired by The $100M Email, reworked to feel personal—because it is. One-to-one. Low pressure. High relevance.

Here’s why it works:

  • It frames the offer around them—not your listing pipeline.

  • It normalizes the ask by referencing what “a lot of clients” are doing.

  • It positions you as someone who helps, not sells.

Don’t overthink it. Send it to 100 people today to start some conversations.

How much equity have you gained in the last 12 months?

Most agents wait for a signal—"We're thinking of moving"—before offering value. But the smart play? Lead with insight, not invitation.

This email works because it flips the script:

  • It removes the pressure to sell.

  • It positions you as a financial guide, not a salesperson.

  • It builds trust by showing the work you do behind the scenes.

  • And it taps into a powerful truth: people want to know where they stand… especially when everyone else is wondering the same thing.

Send it. Spark the conversation. Then follow up with a personal text.

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