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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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Latest Campaigns
Charlie King Magic Buyer Letter

You might already be familiar with the Magic Buyer strategy—a direct mail strategy that engages potential sellers by outlining who your buyers are and what they're looking for.

This is the Charlie King version.

Within 1 week, Charlie King had 5 calls from this letter.

S/O to Jeremy Applebaum who sent out 83 Magic Buyer Letters and landed 3 appointments.

It's simple:

1. Write a letter to homeowners who live in the neighborhood where your buyer is looking to live.

2. Provide context on the situation and be specific in describing what your buyers bring to the table.

3. Include a direct response CTA if they're interested in selling.

By directly engaging homeowners with specific details about what the buyer is looking for—and showcasing the serious intent of your clients—you not only pique interest but also position yourself as a proactive, dedicated agent.

Below you'll find two examples of this letter—the first is Charlie King's original. The second is my version.

Let's get to work.

Expired Letter

Felt like Expired letters needed a little love.

Rather than just another sales pitch, you want to connect with the homeowner on a deeper level.

Here's why this Expired letter hits different—

1. Show them that you know them. They probably have had a wave of agents reach out since their home didn't sell. Acknowledge the fact, then put yourself on the same side of the table: You're not buying it.

2. Empathize with their situation: You're frustrated, disappointed, and likely pretty annoyed…

3. Deliver the anti-sales pitch. Be objective in why their home didn't sell.

4. Personalize the pitch. Show them that you've done your research. You're invested: To sell for top dollar, there are 10 essential marketing tactics. I’ve reviewed your home on the Multiple Listing Service and you’re missing 6 of them.

5. Value > Pressure. Offer your insights and value upfront without asking anything in return.

Next time you need an Expired letter, give this one a try. 👇

Days On Market Email

S/O to Jeremy Davis from Palm Agent.

If you haven't downloaded their app, they have a killer feature that allows you to calculate the holding cost based on the sales price.

If a home is on the market for 30 days, 60 days, 90 days, 120 days—how much does it actually cost the consumer to have their property sit on the market?

Let's say, for example, that a $725,000 home is on the market for 90 days. The holding costs could be upwards of $19,000-20,000.

Most sellers wouldn't know that. In their mind, what's the big deal if it's 7 days or 45 days?

It matters because it could literally cost them thousands of dollars in equity they've earned.

This campaign is a great opportunity for you to communicate why your ability to sell a home quickly actually matters to the consumer.

TMA

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 TMA strategy is so incredibly simple.

Every day, 2-3 times a day, choose someone from your database or someone in your SOI, take a screenshot of their home value on Properly, HouseSigma, or Ownerly, and send this exact 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.

What's holding you back?

One of the challenges that comes with real estate marketing is finding thousands of different ways to ask the consumer: "Are you considering selling soon?"

For this campaign, we're using the "What's holding you back" angle to get potential sellers to raise their hand.

Here's why it works:

1. The email opens with a relevant hook about how more sellers are entering the market.

Pro-tip: Localize the inventory data for your market.

2. Including "Out of curiosity" softens the ask.

3. Multiple choice makes it easy to answer.

4. It includes a compelling p.s. with a relevant CTA for a home value report.

Put it to work.👇

The secret to getting a lowball offer accepted

You don’t need to shout to stand out. You need to say the thing buyers are already wondering, and answer it better than anyone else.

This campaign does exactly that.

“Can I make a low offer?”

It’s a question your audience might be asking. Now you get to be the one who answers with clarity, strategy, and calm authority.

It’s timely, relevant, and built to meet the market where it is—while positioning you as the professional who knows how to work it.

A stat I didn’t expect in today’s market

According to ATTOM’s latest U.S. Home Sales Report, the average homeowner who sold last quarter walked away with a 50% profit.

While it’s true that margins are down from their peak and some markets are cooling, it’s also true that many sellers, especially those who’ve owned for 8+ years, are still walking away with sizable equity gains.

This campaign helps you bring that nuance to the surface. It gives you a reason to educate, recalibrate, and start meaningful conversations with the people in your database who may be unsure what today’s market means for them.

IG Reel: Homes sold in July under $ in [Area]

This is your plug-and-play July market update. Short. Visual. Crazy effective.

We’ve seen this exact format rack up thousands of views across top-performing creators, and for good reason. It’s fast to build, easy to watch, and delivers exactly what buyers and sellers want: real numbers, real sales, and real context about what homes are actually going for.

This reel template is fully customizable. Drop in your local sold data, adjust the price ceiling, and update the neighborhoods. In under 10 minutes, you’ve got a scroll-stopping post that builds authority without having to say a word.

IG Carousel: Renovate first or sell as-is?

A lot of sellers assume they need to renovate before they list. It feels like the “smart” thing to do. The responsible thing.

But in today’s market? That instinct doesn’t always pay off.

This Instagram carousel gives you a sharp, scroll-stopping way to challenge the assumption. You’re not saying don’t renovate. You’re showing them that not every project delivers a return, and some can even turn buyers off completely.

Because when you help them avoid expensive mistakes, you earn the right to guide their next move.

The last time we talked…

There’s one phrase that reopens doors faster than just about anything else: “The last time we talked…”

It’s disarming. It’s personal. And according to behavioral researcher Vanessa Van Edwards, it taps directly into one of the most powerful social triggers we have: being remembered.

When someone recalls a detail you shared months (or even years) ago, it hits differently. It signals care, credibility, and emotional intelligence, without needing to sell a thing. And for leads who’ve gone quiet, it gives them the perfect on-ramp back into the conversation.

This text campaign puts that principle into action. We’ve provided 10 conversation starters - each one built to spark a reply based on something they once shared with you. You only need one. But you do need to personalize it.

Pro tip: Go back through your email threads, DMs, and CRM notes. Look for that small detail, what they said about rates, renovations, location, timing. That’s your opening.

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