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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
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.

A state of the union on buyer demand

This sales letter works because it’s timely, relevant, and low-pressure. It starts by grabbing attention with a 12% jump in mortgage applications—a statistic that feels significant, especially when paired with the 52% year-over-year increase. This creates curiosity and positions you as a knowledgeable expert.

It’s effective because it connects the data to the reader’s situation. By highlighting the growing pool of buyers and how it could lead to more offers and higher prices, it gives homeowners a reason to consider their options.

The call-to-action is simple: “Text me your address.” It feels personal, easy, and offers immediate value—a professional home value report. Even if they’re not planning to sell, it’s worth it to stay informed. The calm, conversational tone builds trust without any pressure, making it more likely they’ll take action.

This letter stands out because it delivers useful information, offers real value, and makes it easy for homeowners to respond.

EOTW: 12% Jump

Your database is full of potential opportunities—but only if you stay top-of-mind with the right message. This email taps into current market data to spark curiosity and engagement from homeowners, positioning you as the expert they can trust.

VOTW: Before Selling Your Home in (AREA), You MUST DO This!

This video is a no-brainer for agents because it taps into what every homeowner is curious about: how to sell their home for top dollar. It’s simple, actionable, and positions you as the expert they’ll trust when it’s time to list. The original version of this idea outperformed average engagement by 350%—that’s proof this type of content works. Homeowners crave value-packed insights, and this video gives it to them in a way that’s easy to follow and deeply relatable.

TOTW: Mortgage Rates & Feelings

This text is perfect for re-engaging cold leads because it combines timely, relevant market insights with a non-threatening, open-ended question. It piques curiosity by sharing valuable information (12% jump in applications and lower rates) while inviting a conversation about their situation. The conversational tone and calibrated question make it feel personal and approachable, increasing the likelihood of a response without sounding salesy.

SOTW: Black Friday Social

Share this and help us spread the word!

We have amazing businesses in our local community and we at (INSERT NAME) want to show our full support.

To help you get started, I created a list of a few notable Black Friday deals from some of my favorite local businesses.

@TAG us in the comments if we missed any one!

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