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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
FSBO Listing Description Call Script

Most FSBO sellers write their listing descriptions like a checklist—bedrooms, bathrooms, square footage. But buyers don’t connect with stats. They connect with stories.

A home isn’t just a structure. It’s where life happens. The right description doesn’t just inform—it makes buyers picture themselves living there. And yet, most FSBO listings fall flat, blending into the sea of generic homes online.

By guiding sellers to craft a description that sparks emotion, highlights key features, and makes their home stand out, you’re giving them a serious edge in the market.

FSBO Photos Call Script

Most FSBO sellers assume if their home is priced right, buyers will come. But the truth? Buyers don’t just shop with logic—they shop with emotion. And nothing triggers emotion faster than great photos.

Bad lighting, missing key shots, or too few images can make even a well-priced home invisible in a crowded market. The problem? FSBO sellers don’t always know what’s turning buyers away.

By offering strategic photo tips—simple fixes with big impact—you’re helping them attract more buyers without spending a dime. No pressure, no sales pitch—just real advice that makes their listing stronger.

FSBO Pricing Call Script

Most FSBO sellers don’t fail because they lack effort. They fail because they don’t have the right data.

They think selling solo means more control—but without access to real market insights, they’re often guessing on price. Many can’t afford an appraisal, and online estimates? Inaccurate at best, misleading at worst. The result? Overpricing that scares buyers away or underpricing that leaves money on the table.

By offering a Comparative Market Analysis (CMA), you’re giving them something they don’t have—real data on what homes are actually selling for. No pressure, no pitch—just valuable insights to help them make informed decisions. Lead with this, and you won’t just start a conversation. You’ll earn their trust.

🚨 Mortgage Rate DROP 🚨 (US)

The #1 reason why your clients won't sell their current home might be because they have a great interest rate. But as rates drop, they might be more open to the idea of making a move.

Let's take the opportunity of rates dropping below 7% to engage your SOI and find your next listing.

3 Things I Would NEVER Do If I Were Selling My Home In 2025

Inspired by Kate Howard’s Instagram Reel, this campaign gives you three simple, but often overlooked, mistakes sellers make that can quietly kill deals. Use it to educate your audience, position yourself as the expert who knows what works, and spark conversations with homeowners who want to get it right.

If you hate being on camera, you’re going to love this Reel.

It taps into the growing Faceless Creator trend—where agents build trust, grow their brand, and generate leads without ever showing their face. It’s perfect if you want to reduce the pressure of being on camera or just work faster.

You Won’t Find This Info On Zillow…

Most buyers walk into a home and see potential. They see possibilities, aesthetics, the way the space feels. But as an agent, your job isn’t just to see what is—it’s to spot what could be a problem before it becomes a regret. That’s the difference between an emotional decision and a smart investment.

Inspired by Marie Lee’s viral Instagram Reel, this perspective shift will help your clients make sharper, more informed choices.

Canva Video Preview

How to Create Your Instagram Reel Using the Canva Video Template

We’ve made it super simple for you to create an engaging Instagram Reel! Follow these step-by-step instructions to get your reel live in minutes.

Option 1: Use the Canva Template As-Is

🔹 Step 1: Click the Canva template link we provided. This will open the template in your Canva account. (If you don’t have an account, sign up for free at www.canva.com).

🔹 Step 2: Click “Use template” to create your own copy of the design.

🔹 Step 3: Customize the text to match your brand and message:

  • Double-click any text to edit.
  • Update the fonts and colors if needed to match your branding.

🔹 Step 4: Add your logo (optional):

  • Click “Uploads” in the left toolbar.
  • Upload your logo and drag it onto the template.

🔹 Step 5: Download your video:

  • Click “Share” (top right corner).
  • Select “Download” → Choose MP4 format → Click Download.

🔹 Step 6: Post to Instagram Reels:

  • Open Instagram, tap the + button, and select Reel.
  • Upload your Canva video and add trending audio (optional).
  • Write a compelling caption and include relevant hashtags.
  • Tap Share – and you’re done! 🚀

Option 2: Use Your Own Video as the Background

Want to personalize your reel even more? Use your own video as the background while keeping the text animations and design elements from the Canva template.

🔹 Step 1: Record or select a video you want to use for the background. (Make sure it’s vertical for best results.)

🔹 Step 2: Open the Canva template and click “Use template” to make your own copy.

🔹 Step 3: Replace the background video:

  • Click on the existing video in the template.
  • Hit “Delete” or “Replace background”.
  • Upload your own video: Click “Uploads” > Drag & drop your video or click “Upload files”.
  • Drag your video into place to fit the frame.

🔹 Step 4: Adjust the text & design if needed:

  • Ensure the text is still visible and not covering key parts of your video.
  • Resize or move elements if necessary.

🔹 Step 5: Download your video:

  • Click “Share” (top right corner).
  • Select “Download” → Choose MP4 format → Click Download.

🔹 Step 6: Post to Instagram Reels:

  • Open Instagram, tap the + button, and select Reel.
  • Upload your customized video and add trending audio (optional).
  • Write a compelling caption and include relevant hashtags.
  • Tap Share – and you’re done! 🎉
Client Success Story: Worried about fixing up your home before you sell?

Most sellers assume they need to spend thousands fixing up their home before listing. But what if that’s not actually the case?

This Instagram carousel doesn’t just challenge that assumption—it proves it wrong with a real success story. Instead of pushing renovations, it walks homeowners through a real-life example of a seller who skipped the costly upgrades, found the right buyer, and walked away with $XX,XXX more than they would have made with an iBuyer.

By the end, the message is clear: before they spend a dime, they should DM you first. Real results, real strategy, and a CTA designed to start conversations. Let’s get it posted!

Worried about fixing up your home before you sell?

Most sellers assume they need to spend thousands fixing up their home before listing. But what if that’s not actually the case?

This Instagram carousel is designed to challenge that assumption. Instead of pushing renovations, it shifts the focus to what actually matters—buyer demand, strategic positioning, and connecting with the right buyers.

The slides walk homeowners through a counterintuitive insight: upgrades aren’t always necessary, and in many cases, skipping them can lead to a faster, more profitable sale. By the end, the CTA is clear—before they spend a dime, they should DM you first.

Simple, effective, and built to spark engagement. Let’s get it posted!

Expired Marketing Video Script

A marketing message that speaks directly to a specific type of seller is far more powerful than a generic one. 

This script is designed for homeowners struggling to get their home sold—sellers who are frustrated, uncertain, and looking for real answers. 

By addressing their pain points head-on, you position yourself as the agent who knows how to get a home sold. 

Inspired by Tyler Drinkwater’s excellent Reel, this script calls out the biggest reason listings fail—poor positioning—and provides a clear path forward. 

Pair this with the Expired Marketing Blueprint to strengthen your strategy and establish yourself as the go-to expert.

How to Create Your Instagram Reel

Step 1: Use our script to create your Instagram Reel

Step 2: Create or Upload Your Reel
Record a Reel using Instagram's camera or upload a pre-recorded video from your phone.

Step 3: Edit Your Reel
Add effects, music, and text as needed.

Step 4: Proceed to the Share Screen
Tap Next after editing your Reel to move to the final screen where you add captions and tags.

Step 5: Use the Canva template below to create your Instagram Reel cover
Use your brand colors to customize it to your unique brand. Save it to your camera roll.

Step 6: Select the Cover
On the Share Screen, look for the "Cover" option (usually beneath or near the preview of your Reel).
Tap "Cover" to open the editor.
Tap "Add from Camera Roll" to upload the image.

Step 7: Crop and Adjust (Optional)
Instagram lets you adjust the placement of the image for the grid preview (the square format seen on your profile). Use the grid view to ensure the most important part of the image is centered.

Step 8: Save and Post
Tap Done after selecting the cover. Add your caption, tags, and other details which are all provided below, then post your Reel.

Just Sold Carousel

A Just Sold carousel is a real estate marketing staple—and for good reason. It’s a compelling way to showcase real results, build trust, and plant the seed for future sellers. 

Originally inspired by Katie Lucie’s direct mail letter, this carousel repurposes that proven format for Instagram, making it easy to share your next impressive sale.

The hook? A striking price difference between an online estimate and the final sale. It keeps people swiping, reinforces the value of strategic marketing, and ends with a clear call to action.

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