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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
IG Reel: A Slower Sale is Normal

This Reel is for the sellers who are feeling anxious, and for the agents who want to speak to that emotion with honesty.

The campaign was inspired by a fantastic post from Shannon Gillette, who nailed what so many homeowners are feeling right now: “We’re doing everything right… so why hasn’t it sold?”

We took that message and reshaped it into a simple, text-based Reel you can post as-is with a reassuring message that normalizes slower sales and reminds sellers: it’s not just you, this is the market.

Update the “average days on market” to match your area, choose a reflective or trending audio, and post it.

IG Poll: Let’s find some deals

This Story poll is a simple way to turn views into conversations.

By offering specific options (price, feature, location), you give buyers an easy, non-intrusive way to raise their hand.

It works because it feels like help, not a sales pitch.

Customize the options based on what buyers in your market are actually searching for, then post.

When responses come in, check your DMs and follow up with confidence.

See below for recommended follow-up scripts to keep the convo going.

Referral Script

This referral text is simple but strategic.

It’s based on research from Vanessa Van Edwards, a behavioral expert who studies how warmth, trust, and status drive responses.

Here’s what makes it work:
1. It opens with a high-warmth cue—“You’re so well-connected”—which triggers trust and makes the person feel seen.
2. It keeps the ask mutual, not transactional. You’re not selling—you’re inviting them into something valuable.
3. It uses power + warmth language to describe the listing. Instead of underselling it (“might be a good fit…”), you’re quietly signaling urgency and quality.

Send it now if you’ve got a great listing to a contact who knows everyone.

Stuck?

We call this a “fast ball” email because it’s quick, clean, and built to get replies.

It leads with empathy. It sounds personal, even off-the-cuff. And it mirrors the exact conversations many agents are already having right now, where people want to move but feel frozen by uncertainty.

The format is simple on purpose: A short, genuine note that puts a few common scenarios on the table and invites the reader to raise their hand. That’s it.

Let’s get it out there.

Hypothetical Offer (Current Buyers)

Most buyers struggle to answer the question: “Where exactly do you want to live?”

They feel overwhelmed by choices—or afraid to commit too early.

That’s where this text comes in.

It’s low-pressure, conversational, and just hypothetical enough to get them thinking more clearly about what they actually want.

And once they do? You’ve got the clarity you need to go hunt down the right opportunities—on or off market—and send the Magic Buyer Letter.

Use this text script to unlock those specifics… and set yourself up for smarter prospecting right after using this Circle Prospecting Phone Script.

Magic Buyer Video

If you have a qualified buyer, but nowhere for them to go, that's not a problem—it's an opportunity.

That's exactly what the 2024 Magic Buyer Video is about.

It's an opportunity for you to go the extra mile for your buyer.

It's an opportunity for you to start more conversations.

It's an opportunity for you to generate more listing opportunities.

As you adapt this campaign to fit your market, your buyer, and your brand, make sure you include:

1. Specific data points about who your buyer is and what they're looking for
2. Social proof to prove that you're great at your job
3. Your personal cell number
4. A direct response CTA in the p.s

CMA Email

This email leverages a success story from a recent CMA (Comparative Market Analysis) to generate high-intent seller leads. By highlighting a client's significant equity gain, the email emphasizes the timeliness and relevance of the information, creating curiosity and urgency for potential sellers to learn their home's current value. The approach is designed to attract homeowners who might be contemplating selling by offering a complimentary professional home value report and an estimate of their net proceeds after selling.

Working In Public

You’re going to love this strategy. 

We all know that unsolicited CMAs work.

What you need to do next is take your most marketable CMAs and turn them into IG stories 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. Create a story on IG.

4. Add the poll. (see example below) 

5. DM everyone who opts in.

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

Reason Why People Are Selling

This letter generated a $2,100,000 listing that sold in 2 weeks.

While your competition is asleep at the wheel sending their generic, Just Listed and Just Sold postcard, there's an opportunity to stand out in the mailbox by providing useful information that's personalized to their market.

We sent this letter to 1,497 North Hills homeowners. Total cost, $1,047.

Here's why it worked:

1. The audience matches the message

2. The call-to-action answers the "Why now?" question

3. The social proof creates confidence

Don't believe the adage that it takes 12 months to generate an ROI from direct mail.

A well crafted message that has a clear call to action can drive immediate results.

Email of the Week

This week's email campaign is designed to help you keep your clients informed about current market trends and generate high-quality, warm seller leads. 

By providing timely and relevant information, you can build trust and establish yourself as knowledgeable professionals. The personalized offer for a custom home value report encourages engagement, making it easier for you to connect with potential sellers.

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