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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
I Would Buy In 2025, But…

Buying a home in 2025 might be on a lot of people’s minds—but what’s holding them back? Price? Timing? Selling first? You won’t know unless you ask.

That’s what this poll is built for. It’s an easy, low-commitment way for buyers to tell you what’s really standing in their way—without feeling pressured. Every response gives you a reason to reach out, start a conversation, and position yourself as the agent who understands their situation.

Use this poll to spark engagement, uncover hesitation, and find your next client.

Deal of the Week Social

As you know, we’re always testing. One of the big zen learnings we’ve had recently was using multiple stories to drive up conversion. In fact a recent story I posted got 6x more engagement when I used the poll at the END, not the beginning of the story.

Neighborhoods with…

If you hate being on camera, you’re going to love this Instagram Reel. This campaign leverages the "Faceless Creator" movement on Instagram, which is all about building a brand and generating content without showing your face or making yourself the focal point. It’s a growing trend across Instagram and other platforms, driven by creators who prefer privacy, want to reduce the pressure of being constantly on camera, or simply find it more efficient to create content this way.

Inspired by Courtney Strzelczyk’s Instagram Reel, the hook is to feature neighborhoods that have something that buyers really want (i.e. No HOA, historic character, great shopping, etc.). See the image above for example hooks (or create your own!). End with a CTA for viewers to comment if they want current listings in those neighborhoods.

How to Customize Your Instagram Reel Using Our Canva Template

We’ve created a plug-and-play Canva template to help you easily produce a professional Instagram Reel — no need to be on camera. 

🔹 Step 1: Record or select a vertical video showcasing the neighborhood.

🔹 Step 2: Open the Canva template link and click “Use Template” to create your editable copy.

🔹 Step 3: Replace the background video:

  • Click on the existing video in the template.
  • Choose “Delete” or “Replace background.”
  • Upload your video via “Uploads” and drag it into the background frame.

🔹 Step 4: Adjust the text & design:

  • Ensure your text is still readable over your custom video.
  • Move or resize elements if needed.

🔹 Step 5: Download your video:

  • Click “Share” in the top right corner.
  • Select “Download” > Choose MP4 format > Click Download.

🔹 Step 6: Post to Instagram Reels:

  • Open Instagram and tap the + button, then select Reel.
  • Upload your video.
  • Add trending audio (optional), a compelling caption, and relevant hashtags.
  • Tap “Share” — and you’re done!

*Please note there is no Show Flow or Audio Transcription of Show Flow.

Seller Lead Activation

Inspired by Ken Pozek’s Instagram Story, this is a perfect campaign to use when you want to convert through Instagram Stories—whether you have a Just Sold listing to promote or not.

The reason why this campaign is so effective is that it leans into the “herd mentality”—the idea that consumers tend to follow the actions and choices of a larger group, often driven by social proof and the perception that popular decisions are the safest or best.

If you’ve recently sold a home, use this campaign to showcase your listing. And if you haven’t recently sold a home, use it as an opportunity to showcase homes that have sold recently in a specific neighborhood for the same effect.

A Lot Of Clients Are Cashing Out Their Equity

Inspired by Ken Pozek’s Instagram Story, this is a perfect campaign to use when you want to convert through Instagram Stories—whether you have a Just Sold listing to promote or not.

The reason why this campaign is so effective is that it leans into the “herd mentality”—the idea that consumers tend to follow the actions and choices of a larger group, often driven by social proof and the perception that popular decisions are the safest or best.

If you’ve recently sold a home, use this campaign to showcase your listing. And if you haven’t recently sold a home, use it as an opportunity to showcase homes that have sold recently in a specific neighborhood for the same effect.

Better Than An iBuyer (Home Improvements)

Most sellers assume that making updates before listing is a must. But the truth? Some renovations add value—others just drain your wallet.

This direct mail sales letter challenges the idea that every home needs a facelift before hitting the market. Instead of pushing sellers toward costly upgrades, it positions you as a strategic advisor—someone who helps them make smart decisions based on real market data. The message is clear: before they waste time and money on unnecessary projects, they should talk to you first.

To make this even more compelling, the letter includes a visual graphic highlighting specific home improvements and their return on investment. This gives sellers a quick, digestible way to see which updates actually pay off.

Pro tip: Update the ROI data based on your local market insights. Customizing these numbers will make the letter even more relevant and persuasive for homeowners in your area.

Better Than An iBuyer (Sell As-Is)

This stat blew me away: Opendoor has purchased 30,000 homes over the last two years.

Now, why does this matter? As an agent who wants more listings, you need to identify underserved niches in the market and get the right message in front of them. 

When I look at Reddit and other forums, sellers who choose Opendoor often mention convenience, certainty, and speed—but overwhelmingly, the biggest reason is avoiding repairs. They don’t want the hassle of fixing up their home before selling.

That’s a huge opportunity. Homeowners who have lived in their homes for 20+ years likely have repairs to make, and many believe their only option is selling to an iBuyer. This direct mail campaign speaks directly to them, showing a better alternative—you

Use this letter to stop losing deals to companies like Opendoor and position yourself as the agent who knows how to get their home sold.

Unsolicited CMA: Comparison Text (CA)

Most agents play the long game with home value leads, waiting months—sometimes years—for them to convert. But if you want to fill your listing pipeline now, you need to focus on a different group: homeowners requesting CMAs.

Why? Because 18% of homeowners who request a CMA list their home within 12 months. (Source: Fello) That’s nearly 1 in 5. And while most agents chase colder leads, this strategy puts you in front of sellers who are already thinking about making a move.

This text is so effective because it challenges assumptions. Homeowners trust online estimates, but when they see how far off they can be, it sparks curiosity—and that curiosity turns into conversation.

Send this text to 25 people in your SOI today. The opportunities are out there. You just have to start the right conversation.

Unsolicited CMA: Comparison Text (US)

Most agents play the long game with home value leads, waiting months—sometimes years—for them to convert. But if you want to fill your listing pipeline now, you need to focus on a different group: homeowners requesting CMAs.

Why? Because 18% of homeowners who request a CMA list their home within 12 months. (Source: Fello) That’s nearly 1 in 5. And while most agents chase colder leads, this strategy puts you in front of sellers who are already thinking about making a move.

This text is so effective because it challenges assumptions. Homeowners trust online estimates, but when they see how far off they can be, it sparks curiosity—and that curiosity turns into conversation.

Send this text to 25 people in your SOI today. The opportunities are out there. You just have to start the right conversation.

Unsolicited CMA: Home Improvement

Most agents wait for homeowners to ask about their home’s value. But the best agents don’t wait for permission to be helpful. They anticipate the need and show up with value—before the homeowner even thinks to ask.

That’s what makes this text so effective. Instead of offering a generic CMA, you’re telling them you’re already working on it. It’s proactive, it’s personal, and it naturally sparks a conversation.

This text campaign is simple but powerful. Instead of just handing over a home value report, it starts a conversation. By asking about recent or planned updates, you engage the homeowner, make them think differently about their investment, and position yourself as the expert who helps them maximize it.

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