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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
Silver Tsunami: Market Survey

Sometimes the best way to start a conversation is to ask a question.

This Instagram Story series is designed to engage Silver Tsunami sellers by inviting them into the process—not pushing them through it. By framing it as a simple market survey, you create a safe, judgment-free space for them to reflect on what’s driving their decisions and what’s holding them back.

It builds trust, surfaces valuable insights, and opens the door to future conversations.Pro-Tip: Follow up with everyone who responds to your IG Poll.

Silver Tsunami: 5 Best Neighborhoods

For many Silver Tsunami sellers, it’s not about square footage—it’s about lifestyle, cost of living, and day-to-day freedom.

This carousel gives you a visual, data-backed way to highlight neighborhoods where that next chapter could actually cost less. You’re not just sharing listings—you’re showing smarter options. With property taxes, utility costs, and price points side-by-side, it’s easy for longtime homeowners to imagine what a more affordable future could look like.

Use this to educate, inspire, and start real conversations.

Spring Reminder

Sometimes the simplest polls spark the best convos.

We saw a version of this in a supplement ad—quick, scroll-stopping, and surprisingly effective. So we adapted it for real estate.

It’s a low-friction way to nudge your audience into thinking about their home’s value without asking for anything upfront. Just curiosity, reflection, and a little reminder that you're the go-to when they're ready to dig deeper.

[City 1] vs [City 2] | Which Market Is Better for Buyers & Sellers in 2025?

Side-by-side market comparisons are one of the easiest ways to create high-impact video content—and most agents overlook them.

This script isn’t just about [City 1] vs. [City 2]. It’s about helping your audience think like a buyer or seller in 2025.

When you contrast two markets:
– You simplify complex data
– You position yourself as the local expert
– You give buyers and sellers a decision-making framework

Even better? You don’t have to claim one market is “better.” You just have to show them how to choose based on their goals.

Use this script to lead with insight, build trust, and stay top of mind—because clarity is the new clickbait.

Just Sold IG Poll

Yes, your followers could look this up on Zillow. But they won’t—and they don’t want to.

That’s what makes this Instagram poll (inspired by Pip Haxby-Thompson) so effective. It’s simple: show one home that just sold for under [$] in a popular neighborhood, then ask, “Wanna see the other two?” with two easy responses:
→ Obviously
→ Yes please!

It’s low-effort for them, high-leverage for you. You create curiosity. They raise their hand. And just like that, you have a reason to DM, share a link, and start a real conversation.

Pro tip: Set up a landing page with a zoomed-in map showing the properties. It makes the whole thing feel exclusive—and positions you as the local expert who knows what’s selling, where, and for how much.

POV: You Finally Find A Home You Love...

POV hooks are powerful—and for good reason. They pull your audience in by speaking directly to their experience. That’s exactly what this campaign does: it gives you a chance to educate your followers about your off-market strategy while showing them how you uncover hidden opportunities.

Plus it’s incredibly simple to execute. No script, no voiceover—just b-roll from your camera roll (a neighborhood like in this example, a listing interior like in this example, even a front door like in this example). Overlay with text, and let the caption do the heavy lifting. It doesn’t need to be super polished, the priority here is a clear message.

The source of this data point mentioned in the description is from BatchService and surfaced by Lance Lambert, co-founder of ResiClub:

According to an analysis by BatchService, approximately 1.2 million U.S. home sales in 2024 were conducted off-market. Given that the National Association of Realtors reported about 5 million existing-home sales in 2024, this suggests that roughly 24% of home sales occurred off-market.

This campaign isn’t just a Reel. It’s a chance to build trust, share your expertise, and position yourself as the agent who goes beyond what’s expected. Keep it real, keep it relatable—and don’t forget to end with a call to action that gets them to raise their hand.

Use the Video Description below as your Instagram Reel caption.

POV: You're Tired of Scrolling Through Overpriced Homes

POV hooks are powerful—and for good reason. They pull your audience in by speaking directly to their experience. That’s exactly what this campaign does: it gives you a chance to educate your followers about your off-market strategy while showing them how you uncover hidden opportunities.

Plus it’s incredibly simple to execute. No script, no voiceover—just b-roll from your camera roll (a neighborhood like in this example, a listing interior like in this example, even a front door like in this example). Overlay with text, and let the caption do the heavy lifting. It doesn’t need to be super polished, the priority here is a clear message.

The source of this data point mentioned in the description is from BatchService and surfaced by Lance Lambert, co-founder of ResiClub:

According to an analysis by BatchService, approximately 1.2 million U.S. home sales in 2024 were conducted off-market. Given that the National Association of Realtors reported about 5 million existing-home sales in 2024, this suggests that roughly 24% of home sales occurred off-market.

This campaign isn’t just a Reel. It’s a chance to build trust, share your expertise, and position yourself as the agent who goes beyond what’s expected. Keep it real, keep it relatable—and don’t forget to end with a call to action that gets them to raise their hand.

Use the Video Description below as your Instagram Reel caption.

POV: Downsizing

POV hooks are effective because they tap into real, relatable experiences. That’s exactly what this campaign does: POV: Downsizing gives you the chance to connect with homeowners who might be quietly wrestling with the decision to downsize.

Plus it’s incredibly simple to execute. No script, no voiceover—just b-roll from your camera roll (a neighborhood like in this example, a listing interior like in this example, even a front door like in this example). Overlay with text, and let the caption do the heavy lifting. It doesn’t need to be super polished, the priority here is a clear message.

This campaign isn’t just a Reel. It’s a chance to build trust, share your expertise, and position yourself as the agent who goes beyond what’s expected. Keep it real, keep it relatable—and make sure to end with a call to action that invites them to engage, like commenting GUIDE to take the next step.

Use the Video Description below as your Instagram Reel caption.

Off-Market Strategy Carousel

In today’s market, finding the perfect home often means going beyond what’s listed online. Most buyers don’t realize that nearly 1 in 4 U.S. home sales happen off-market (Source: BatchService). This data point was surfaced by Lance Lambert, co-founder of ResiClub:

According to an analysis by BatchService, approximately 1.2 million U.S. home sales in 2024 were conducted off-market. Given that the National Association of Realtors reported about 5 million existing-home sales in 2024, this suggests that roughly 24% of home sales occurred off-market.

This carousel post is designed to show how you provide exclusive opportunities that others can’t—and how this strategy helps you connect with serious buyers who are ready to act.

It’s not just about homes—it’s about positioning yourself as the expert with a unique process for uncovering hidden opportunities. Customize the steps to reflect your own approach—whether it’s door knocking, direct mail, or tapping into your network—and emphasize the value you bring through your connections and expertise. By the final slide, you’ll inspire confidence and position yourself as the agent serious buyers trust to deliver results.

End with a clear call to action, encouraging buyers to DM you for access to your VIP list.

Downsizing Letter

The best marketing connects with your audience by addressing their unique situations and challenges. Customers aren’t one-size-fits-all—they’re a mix of life stages, from newlyweds to retirees, each with specific needs and motivations. The smartest agents know that niching down their message is the fastest way to drive up their revenue.

One niche you might be overlooking? Downsizers. A recent survey by Bright MLS found that 6% of homeowners over 60 plan to sell this year, with downsizing as their number one reason. By crafting messaging that speaks directly to their pain points—like rising costs, excess space, or the desire for simpler living—you can position yourself as the go-to agent for this high-potential market.

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