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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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Search Listing Leads
Latest Campaigns
Have you given up on trying to buy a home this year?

We’ve tested a lot of scripts—but this one works faster than most.

It’s simple. Personal. And rooted in real psychology.

This is the kind of question that reopens the conversation without feeling salesy… even for leads who’ve gone completely dark.

Here’s the 10-word text that’s driving replies right now:

Hi Tom—
Have you given up on trying to buy a home this year?

Give it a shot. You might be surprised how many people answer.

4 ways to improve your rate without waiting for the Fed

While rates are still high, the opportunity is hiding in plain sight: better strategy, not better timing.

The truth is, most consumers are leaving money on the table—simply because they haven’t been told what’s possible. As their agent, you can change that. You should change that.

According to Realtor.com, just shopping lenders could lower a rate by 0.86%. That’s real leverage—and it’s in your hands.

Use this email to educate, empower, and move buyers off the sidelines with four proven rate strategies that work right now.

The Off-Market Opener

We created this text campaign to solve a common (and costly) problem: vague, low-performing follow-ups. You know the line—"Just following up…” It’s overused, easily ignored, and signals you don’t have anything new to offer.

This campaign flips that script.

We’re replacing generic follow-ups with a confident, curiosity-driven opener: “This might be worth a quick conversation but I could be wrong.”

It’s disarming, conversational, and gives the recipient permission to say no—while still inviting engagement.

From there, we position the message around active buyer demand and the idea of “just seeing if there’s a number you’d consider,” even if selling isn’t on their radar. It’s direct, low-pressure, and refreshingly honest.

The goal?

Spark conversations with homeowners who aren’t actively selling—but might be willing to consider an off-market deal for the right price.

Is this why more homeowners are selling in 2025? (CA)

We built this campaign around a financial blind spot that’s become impossible to ignore: the rising total cost of homeownership—and how it’s prompting more Canadians to reconsider staying put. A new Ratehub.ca report shows that in 2025, the average annual cost of owning a home in Canada—excluding mortgage payments—has climbed to over $21,000.

This email leans into that insight to meet clients where they are: feeling squeezed by property taxes, insurance, and upkeep. It speaks to the real questions homeowners are asking right now: Are we paying more to stay than we would to move?

The message does three things:

  1. Educates clients on the hidden and rising costs of ownership.
  2. Brings clarity by offering a framework for comparing today’s costs vs. tomorrow’s options.
  3. Provides next steps, with practical tools and a reassuring offer to help.

We’re not just selling homes—we’re helping people make smart, sustainable decisions.

Is this why more homeowners are selling in 2025?

We built this campaign around a growing pain point: first-time buyers and current homeowners often underestimate the true cost of homeownership. A recent Realtor.com report found that the top regret among first-time buyers is not getting better information about the full cost of owning a home. A Bankrate study echoes this, showing how quickly maintenance, repairs, and surprise expenses can add up.

We also know that many homeowners consider selling because those costs become too much to manage.

This email leans into those insights to do three things:

  1. Educate buyers and sellers on what to expect financially.
  2. Create transparency, removing friction by helping people understand what’s coming next.
  3. Offer next steps, showing up as a helpful guide if a move is on their mind.

By meeting people at the moment when financial questions start to surface, we position ourselves not just as agents — but as trusted advisors who lead with clarity.

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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