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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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Deal Of The Week IG Poll

By opting in, followers get exclusive access to top listings, ensuring they stay ahead in the market. This interactive approach not only engages your audience but also generates high-quality leads, turning followers into potential buyers.

21 Headline PDF

Smart agents are investing their resources into generating seller leads through paid social and display advertising 

But as advertising dollars flood the feed, we’re going to see a rise in the traditional ads like this:  


When it comes to advertising, you can’t bore people into clicking. 

If you want to increase your performance, you have to create unique ad campaigns that are unlike your competitors. 

That’s why we put together a list of 21 Irresistible Seller Hooks that you can use in your ads, emails, postcards and websites.

Let’s get to work!

NOO Sales Letter

Targeting Non-Owner Occupied Homeowners:

This letter is specifically crafted to appeal to non-owner occupied homeowners—those who own a second home or investment property but do not live in it. These homeowners are often more financially and emotionally detached from their second properties, making them more likely to consider selling when market conditions change.

Psychological Appeal:

This letter leverages several psychological principles to connect with homeowners considering selling their second homes:

  1. Social Proof: By stating that many homeowners are in the same situation, it reassures the reader that they are not alone. This social proof reduces the anxiety of making a big decision like selling a home.
  2. Authority: Citing reputable sources like Redfin and Yahoo Finance establishes credibility. It shows that the insights provided are backed by data, enhancing trust.
  3. Empathy: The letter acknowledges the reader's potential frustrations and challenges, creating an empathetic connection. Understanding the reader's pain points makes them feel heard and understood.
  4. Scarcity and Urgency: The mention of declining demand and rising costs implies that the optimal time to sell may be now. This sense of urgency can prompt quicker action from homeowners.
  5. Simplicity and Clarity: The letter breaks down complex market dynamics into easily digestible points. Clear, concise language ensures that the message is accessible to all readers.

The Perfect Just Sold Campaign

Using Instagram carousel posts to showcase a successful sale can have a powerful impact on potential clients. Highlighting key aspects such as selling a home above the Zestimate, detailed marketing strategies, high-quality photography, effective staging, and positive client testimonials can demonstrate an agent's competence and dedication.

Value of Showcasing Work:

  1. Builds Credibility: Demonstrates the agent's expertise and success in the field.
  2. Enhances Trust: Transparency about the process reassures potential clients.
  3. Influences Decisions: Positive outcomes and satisfied customers encourage new clients to choose the agent.
  4. Visual Appeal: High-quality images and testimonials make the post engaging and persuasive.

By effectively highlighting these aspects, agents can significantly influence consumer decisions, leveraging social proof and showcasing their value proposition to attract new clients.

The Perfect Cold Outreach Email

Are you looking for an effective way to re-engage leads who might have given up on buying a home this year? We have developed a powerful script that combines the simplicity of the Dean Jackson 9-word email with the tactical approach of Chris Voss' negotiation style. 



Introducing the 10-Word Cold Outreach Email.

What Is It?
The concept is straightforward yet powerful. The subject line is personalized with the recipient's name to grab their attention. The body of the email consists of a single, strategically crafted question designed to reignite interest and provoke a response. 

For example:

Subject Line: Tom Ferry

Body: Have you given up on trying to buy this year?


Why It Works
This approach is rooted in psychological principles that leverage curiosity, personalization, and direct engagement.

Here's why it’s effective:

- Personalization: By using the recipient’s name in the subject line, you immediately capture their attention and make the email feel personally relevant.

- Curiosity: The question format creates a sense of curiosity and encourages the recipient to think about their situation and respond.

- Direct Engagement: The simplicity and directness of the question cut through the noise of typical sales emails, making it easier for the recipient to engage without feeling overwhelmed.

How to Use It


This script is perfect for cold outreach to leads who have gone cold or seem to have lost interest in the market. It’s a low-pressure, high-impact way to re-establish communication and open the door for further conversation.


By employing this 10-Word Cold Outreach Email, you have nothing to lose and everything to gain. Give it a try and watch as your re-engagement rates soar.

Better Than An iBuyer

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.

Old Expireds

Targeting "Old Expireds" is a smart way to uncover hidden opportunities where no one else is looking.

This campaign works because it’s not generic—it’s laser-focused, empathetic, and backed by compelling data. By highlighting your research and showing genuine investment in their situation, you establish trust while opening the door for conversation.

The letter uses proven psychological techniques, like Chris Voss’s "no-oriented question," to lower resistance and make engagement feel safe.

Build your list, personalize your outreach, and position yourself as the expert they’ve been waiting for.

Zillow vs. Agent (ZVA 2025) v2

Inspired by my friend, Katie Lucie's campaign, we created a new sales letter you can send when you sell a home for above the Zestimate (or any online estimate).

Notably, we included two versions of this campaign.This version is a tighter, more direct version of this one.

It’s time to replace the boring “Just Sold” postcards with some ListingLeads.com magic. :)

Zillow vs. Agent (ZVA 2025)

Inspired by my friend, Katie Lucie's campaign, we created a new sales letter you can send when you sell a home for above the Zestimate (or any online estimate).

Notably, we included two versions of this campaign.This version includes a tactic we call "Destroy The Objections."

Think about it this way....What are the reasons why someone would hesitate to reach out?

Address those concerns head on.

ZMA Text

Way too many agents are waiting for people to raise their hand to say they want to sell.

As a result, they're not getting the opportunities they're looking for and they're not hitting the goals they want to hit.

The ZMA strategy is so incredibly simple.

Here's how it works:

1. Every day, 2-3 times a day, choose someone from your database or someone in your SOI

2. Look up their home on Zillow

3. Click "Zestimate history & details"

4. Take a screenshot of their home value history

5. Send the following text message

That's it.‍

If you do 2-3 of these every day, that will turn into 2-3 conversations per day, which will likely lead to 1-2 listing appointments a week, which will likely lead to 2-3 listings a month.

That math just works.

This has got to be in your daily SOP.

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