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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
The Reverse Offer Strategy

Sometimes the smartest move is the one no one’s expecting.

There’s one high-leverage play most agents never mention—and most sellers never consider.

The Reverse Offer Strategy in The Summer Expired Series flips the dynamic. Instead of waiting for buyers to make a move, you make the first one. With precision. With confidence. With a complete offer tailored to someone who already showed interest.

This campaign feels personal and consultative, like you're sharing a trade secret.

It’s especially effective for homeowners who feel close to giving up. Why? Because it introduces a bold strategy at the exact moment they think they’ve run out of options.

And just like every campaign in this series, it closes with the familiar CTA: a 15-minute Summer Strategy Call that builds trust through repetition and offers real next steps.

Advanced Tactics

Price isn’t always the problem. Exposure is.

Most sellers assume their home didn’t sell because it was priced too high. 

And sometimes, that’s true. But more often, it’s because their agent never got the home in front of the right buyers.

That’s what this campaign challenges head-on.

Campaign 4 of The Summer Expired Series introduces a set of high-leverage marketing strategies most sellers have never heard of—reverse prospecting, YouTube pre-roll, geo-fenced retargeting, and more. It’s not smoke and mirrors. It’s smart, targeted exposure.

And it does two things instantly:

  1. Reframes the seller’s thinking.
  2. Elevates your positioning.

The tone stays grounded, never hypey. The message: you have options beyond a price cut—and a partner who knows how to execute.

And once again, we repeat the same call-to-action—because repetition builds recognition, trust, and momentum.

This campaign is a powerful differentiator for any seller who thinks they’ve “tried everything.”

Before You Take the Summer Off…

When a listing doesn’t sell, it’s easy to hit pause—especially in the summer.

This campaign meets homeowners in that moment. It doesn’t push. It presents. Three timely, data-backed reasons to reconsider waiting: falling rates, motivated buyers with deadlines, and rising competition on the horizon.

We start with empathy. We follow with insight. And we close with the same clear CTA sellers have seen in Campaigns 1 and 2 of The Summer Expired Series—because repetition builds trust, reduces friction, and creates a sense of steady, strategic momentum.

Every campaign in this series drives toward the same action: A 15-minute Summer Strategy Call that positions you as the agent with a plan—not just a pitch.

Home Sale Scorecard

Every seller wants a better result—but few stop to assess what actually went wrong.

That’s what makes this campaign in The Summer Expired Series different.

Instead of jumping into a new plan or pushing for a price drop, we hand the homeowner a mirror. The Home Sale Scorecard invites them to evaluate their last listing like a pro would—with clear, direct questions about pricing, prep, marketing, and exposure.

It’s simple, disarming, and incredibly effective. Because once a seller sees the gaps, they’re far more open to a better strategy—and a better agent.

This isn’t about assigning blame. It’s about creating clarity.

And clarity builds confidence.

A self-assessment that resets the conversation—and sets the stage for a smarter relist strategy.

5 Ways to Instantly Attract More Buyers

Don’t ask for the listing. Earn their attention first.

When a seller feels burned by the process, the last thing they want is another pitch.

What they do want? Proof that you're different. That you're helpful before you're hired. That you see details others overlook.

That’s why Campaign 1 in The Summer Expired Series leads with value.

Instead of telling homeowners how to “boost curb appeal” or “increase value,” we flip the script—Here’s how to instantly attract more buyers…without a major reno.

This first postcard sets the tone: generous, strategic, and persuasive. It meets sellers where they are—hesitant, but still hopeful—and gives them quick wins they can trust.

Persistence and Proven Results

Letter 3 in our campaign is 'Persistence and Proven Results.' This is where you build trust through storytelling. By sharing a specific success story, you show the homeowner that selling after an expired listing is not only possible but also achievable with the right approach. This letter reinforces your persistence and commitment, showing them that you’ll go the extra mile to get results.

The Biggest Mistake Expired Listings Make

This is the second letter in the campaign: 'The Biggest Mistake Expired Listings Make.' Now that you’ve established empathy with the homeowner in Letter 1, this letter shifts the focus to education. It identifies a critical mistake many sellers make—relisting without a strategy—and positions you as the expert who can help them avoid it. This letter is all about building credibility and gently challenging their assumptions about what it takes to sell a home.

The Frustration of an Unsold Home

Welcome to the first letter in our expired listings campaign: 'The Frustration of an Unsold Home.' This letter sets the tone for the entire sequence. It acknowledges the homeowner’s frustration, validates their experience, and positions you as a solution-oriented agent. It’s designed to open the door for meaningful engagement by addressing the emotional pain points many expired homeowners feel. Use this letter to establish trust and empathy right from the start.

Expired Marketing Blueprint

Expired listings present one of the most profitable and overlooked opportunities in real estate. These homeowners are motivated—they’ve already made the decision to sell, invested time and energy, and now feel frustrated and let down by the process. By focusing on expired listings, you can position yourself as the solution they’ve been waiting for.

Here’s why this niche should be a cornerstone of your business:

1. The Numbers Speak for Themselves

Based on available data, nearly 40% of expired listings are relisted within the first 30 days, and many of these homeowners choose to work with a new agent. That’s your window of opportunity. By targeting this group early, with the right messaging and strategy, you can establish trust and secure listings before your competition.

But it doesn’t stop there. Some homeowners take longer to re-engage, which is why a long-term follow-up approach—like our 6-month campaign—can capture those who are ready later.

2. High Intent, Frustrated Sellers

Unlike other lead sources, expired listing homeowners are already committed to the idea of selling. Their frustration isn’t with the idea of moving—it’s with the process that failed them.

These sellers are looking for:

  • A proactive agent who can deliver results.
  • A fresh strategy that avoids the mistakes of their first attempt.
  • Clarity on what went wrong and how to fix it.

When you show empathy, expertise, and persistence, you stand out as the agent who can turn their situation around.

3. A Problem You Can Solve

The primary reasons listings fail to sell are:

  1. Pricing: The home wasn’t priced correctly for the market.
  2. Marketing: The home wasn’t effectively marketed to the right buyers.
  3. Presentation: The home didn’t appeal to buyers visually or emotionally.

With your expertise, these problems are solvable. By targeting expired listings, you’re working with sellers who need your skills—not just someone to list their home again.

Expired listings are a goldmine of opportunity, but success requires more than just sending out a postcard and hoping for the best. It’s about empathy, persistence, and offering clear solutions. With the data we’ve gathered and the systematic approach outlined here, you can turn expired listings into a cornerstone of your real estate business—and build a reputation as the agent who gets results.

Let’s dive into the sequence and strategies that will set you apart in this lucrative niche!

Have you received your 2024 Home Value Report from your agent yet?

This campaign is designed to trigger the consumers fear of missing out. 

By implying they should have received this report, it can elicit an emotion that they are missing out on important information. 

Which then – creates an opportunity for you to connect, engage and build a new relationship with an abandoned seller. 

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