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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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FSBO Letter #2: CMA Offer

By now, the FSBO seller has likely dealt with lowball offers, pushy agents, or worse—radio silence. And if their home isn’t moving, they’re starting to wonder why.

That’s where this letter comes in. Letter #2 in the sequence shifts the conversation to pricing—one of the biggest pain points for FSBO sellers. Instead of telling them they’ve priced it wrong, this letter leads with empathy, highlights the risk of guessing, and offers a free CMA as a straightforward, no-pressure solution.

The goal? To make it easy for them to say yes. No obligation, no catch—just valuable data that helps them make smarter decisions. And when they realize they need more than just numbers? You’re already the agent they trust.

FSBO Letter #1: 3 Tips

Most FSBO sellers expect agents to pressure them into listing. That’s why most direct mail from agents goes straight into the trash.

If you want to stand out, you have to do something different. Instead of pushing for a listing, this letter builds trust by meeting sellers where they are—acknowledging their frustrations, offering value, and positioning you as a helpful resource, not just another agent looking for a deal.

This is letter #1 in a three-part sequence. The goal? To shift their perception of you from “just another agent” to someone they can actually trust. No sales pitch, no scare tactics—just practical advice that makes them feel more confident in their sale.

FSBO Email Campaign: This Is Where Most Sellers Get Stuck

Most FSBO sellers think the hardest part is getting an offer. But in reality? The toughest part is knowing what to do next.

Many sellers assume price is all that matters. But once the offers start rolling in, they realize there’s a lot more at stake—hidden costs, contingencies, and tricky negotiations that can cost them thousands. The problem? FSBO sellers don’t always see these pitfalls coming until it’s too late.

This email positions you as the guide they didn’t know they needed. By educating them upfront and offering a free CMA, you’re not just providing value—you’re giving them the clarity and confidence they won’t get from an online estimate. No sales pitch, just real help. And when they hit a roadblock? You might be the first person they think to call.

FSBO Text Script

Most FSBO sellers screen calls from unknown numbers—especially from agents. If they didn’t pick up, it’s not necessarily a “no.” It just means they don’t know why they should talk to you yet.

This text is short, direct, and creates curiosity. Instead of sounding like another agent trying to “win the listing,” you’re positioning yourself as someone with genuine interest in their home. No sales pitch, just a reason for them to call you back.

The goal? Get them to engage. Once they respond, you can shift the conversation toward value—helping them, not selling them.

Once you get them on the phone, use 1 of these 3 call scripts:
- FSBO Pricing Call Script
- FSBO Photos Call Script
- FSBO Listing Description Call Script

Market Like You Gossip

Forget the hard sell. Instead, market like you gossip. Instead of laying out every detail, tease your audience with just enough insider information to spark curiosity. 

Imagine texts that start with, "I probably shouldn’t be telling you this but…" and then hint at great deals or hidden opportunities. Research shows that curiosity-driven messaging can boost engagement significantly. 

Challenge the norm—let this campaign show you how a playful, coy approach can help you start more conversations.

Mortgage Rate Alert

This might be the best news we’ve gotten all year –

Interest rates have fallen to a 52-week low.

This is the perfect opportunity to re-engage your database and identify high-intent leads.

Email of the Week

This is a seller activation email designed to help provide relevant information to prospective sellers and at the same time, establish your unique value proposition.

We recommend sending this email to your database and then building a call list of anyone who opens up the email because the subject line is a signal that they are interested in selling.

Equity Update Letter

Every time you complete a CMA, it's an opportunity to start more conversations—and book listing appointments.

S/O to Steve Stych who sent the exact letter that you'll see below, and got a listing appointment that turned into a signed listing. He then sold that listing in 2 days. The total cost to mail out the letters was about $225. And the GCI he's generated from this campaign? $15,000.

Take your most marketable CMA and turn it into a direct mail campaign to generate seller leads every week. 

The process goes like this:

1. Do 5-10 CMAs per week.

2. Highlight the most notable one.

3. Send out this direct mail letter.

Pro-Tip: Include your selling programs on the right side of the letter so they know their selling options.

This is how you generate high-quality leads without paying a profit-crushing referral fee.

Seller Activation Email

Staying connected with your sphere of influence (SOI) is crucial in today’s market. The best way to do that is to keep them up to date with relevant information that impacts them. 

This campaign is designed to educated them and spark a conversation around selling their home. 

The Unsolicited CMA text

One of the fastest ways to generate listings from your SOI is to provide an unsoclicated CMA

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