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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
Why do homes that sell in May make the most money?

This campaign was inspired by a new report from ATTOM analyzing 47 million home sales over the past decade. The data points to one clear trend: homes that close in May sell for the highest premium—on average, 9.5% above market value.

That kind of insight doesn’t push someone to list tomorrow—but it does plant a seed.

Most sellers take weeks, even months, to make a move. Which means timely, relevant data like this helps you show up early—before they’re even raising their hand.

Use it to educate, build trust, and stay in their corner until the timing feels right.

Silver Tsunami: Magic Buyer Letter

This campaign is a spin on the proven Magic Buyer strategy — but through the lens of Silver Tsunami sellers.

You’re still leveraging real buyer demand to spark off-market conversations, but the message is tailored to homeowners who’ve been in their homes for decades and aren’t actively thinking about selling. These owners don’t need urgency — they need relevance, respect, and a reason to consider their options.

And here’s where it clicks: the median age of a Silver Tsunami-owned home is 45 years. For many of these homeowners, the idea of listing comes with the stress of repairs, upgrades, and uncertainty. That’s why, if you have a buyer who’s comfortable with making improvements, this letter becomes even more powerful.

Tiffany Vasquez sent 88 Magic Buyer Letters and got 15 responses, 10 interested homeowners, and 5 potential listings.
Tre Serrano sent 50 and walked away with 2 listings.

This letter delivers the same results by focusing on what works: a real buyer, a thoughtful ask, and a message that feels personal, specific, and low-pressure.

Silver Tsunami: Home Improvement

This campaign is built to answer one of the most common—and most paralyzing—questions Silver Tsunami sellers ask: “Do I need to fix up my house before I sell?”

For longtime homeowners, the idea of listing often comes with a mental checklist of repairs, upgrades, and imagined costs. But here’s what most don’t realize: not every improvement adds value—and some actually cost more than they return.

This letter helps you shift their thinking. It offers real ROI data, gently challenges assumptions, and gives sellers a reason to pause before they start tearing out cabinets. It’s clear, reassuring, and built to earn trust.

The Anti-Fear Campaign (Declining Market)

This version of the Anti-Fear Campaign is built specifically for declining markets. It helps Silver Tsunami sellers zoom out and see the bigger picture: the decades of equity they’ve built, the financial cushion they still have, and the flexibility they’ve earned.

When the headlines scream collapse, this message brings calm. It reframes fear with facts, and reminds longtime owners that even in a down market, they’re not starting from zero — they’re starting from strength.

The Anti-Fear Campaign (Rising Market)

Fear-based headlines get clicks. But they don’t help your clients make clear, confident decisions.

This campaign is designed to counter the noise with calm, credible context — especially for longtime homeowners who remember 2008 and worry we’re heading there again.

You’ll use data from major financial institutions to reframe the narrative and bring reassurance to sellers who are watching the market but unsure what to believe. It’s not about hype. It’s about perspective — and positioning yourself as the steady guide in a noisy moment.

What would you do with $200K in equity?

Homeowners pulled $25 billion in equity last quarter—the highest Q1 total since 2008, according to ICE Mortgage Technology.

Because they could.

HELOC rates have dropped by 2.5 percentage points. Tappable equity has hit $11.5 trillion. The average mortgage holder is sitting on over $200,000 in accessible cash—and many are starting to use it.

Some are renovating instead of relisting. Others are consolidating debt, boosting their buying power, or helping their kids into the market.

This campaign is about meeting that moment. Helping homeowners understand what they have, what it’s worth, and what they could do with it—whether they’re ready to move now or just exploring options.

What to know about the new GST rebate for buyers (CA)

When a new policy drops—especially one tied to affordability—it’s worth paying attention.

The federal government’s new GST rebate promises up to $50,000 in savings for first-time buyers of newly built homes under $1 million. On the surface, it sounds like a big win.

But here’s the truth: the fine print matters. Eligibility is narrow, impact is limited, and most buyers won’t qualify.

Still, this announcement gives you something valuable—a timely reason to reach out. To clarify what’s changed. To explain who it helps. And to show your clients you’re not just watching the news…you’re helping them understand what it means.

Should you still try to sell your home this summer?

14.3% of deals were canceled in April.

That’s not just a headline—it’s a conversation starter. And this letter is designed to turn that market reality into a moment of connection with sellers who’ve pulled their homes off the market.

We’re not pitching. We’re not pressuring. We’re showing up with empathy, insight, and a clear reason to reach out right now.

This campaign works because it meets the seller where they are:
→ Discouraged but not done
→ Skeptical, but still open
→ Burned out, but hoping for a better plan

It validates their experience, shows you’ve done your homework, and makes a thoughtful offer—without asking for anything in return.

Send this to homeowners who canceled, expired, or withdrew their listings this spring.

1:1 Market Update

Here’s how you generate more listings: Have more relevant conversations—consistently.

Most agents study the market daily. But few take that insight and share it directly with the people who care most: the homeowners in their sphere.

That’s what this text is for. It’s a simple 1:1 market update. Easy to digest. Personalized. Timely. And best of all—it gives you a natural reason to reach out at the start of each month.

Need a hook? Here are 5 ways to open the conversation:

  1. “I just saw 123 Main Street sold in your neighborhood.”

  2. “I noticed 123 Main Street had a price reduction recently.”

  3. “Looks like 3 homes near you hit the market last week.”

  4. “I saw inventory in your neighborhood is up 32% compared to this time last year.”

  5. “A home down the street just went under contract after sitting for 60 days.”

Each one flows naturally into: “Would it be helpful if I sent over a quick market update from May?”

You’re already reviewing the May data. So while it’s fresh, send 5 of these texts today.

This just happened…but buyer demand still grew?

When you see a stat like this—

Mortgage demand is up 18% year-over-year, even with rates at their highest since January—that’s your green light to hit send. (Source: CNBC)

Because now, you’re not just emailing to stay in touch.

You’re emailing with relevance and value.

And if you imagine sitting across from a thoughtful, financially savvy client—the kind who tracks headlines but appreciates real context—this is exactly the kind of timely information they’re counting on you to deliver.

This campaign gives you the perfect entry point to re-engage your buyers, reframe the opportunity for sellers, and remind your database that you’re the one watching the trends—and making sense of what they actually mean.

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