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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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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.

Open House Follow Up Call Script

The biggest mistake agents make with Open House follow-ups? Waiting too long to reach out.

Buyers move fast, and so should you. Following up the next day keeps the conversation fresh—while they still remember the home, their impressions, and most importantly, you.

This script is designed to feel natural, not scripted. It starts with permission (“Is now a bad time?”) and leans into curiosity (“What stood out to you?”). No pressure, no hard sell—just a real conversation that helps you understand where they are in the process.

If they loved the home, great. If not? Use this call to uncover what is a better fit and position yourself as the agent who listens.

Follow up early, ask the right questions, and turn Open House visitors into real clients.

Open House Social

Marketing an Open House isn’t just about posting a flyer and hoping people show up. It’s about creating a moment—something people feel like they need to be part of. And social media is where that moment starts.

Use the Canva template below as a starting point for marketing your Open House on your Instagram Stories.

Pro-Tip: After you share the template that includes the Open House information, take a couple behind-the-scenes shots of the home or neighborhood to post on your Instagram Stories in addition to the template.

Pre-Foreclosure Video Script (CA)

Rising costs, job loss, unexpected financial struggles—homeowners are feeling the pressure. When mortgage payments start slipping, panic sets in. But here’s the truth: foreclosure isn’t inevitable. There are options, and as a real estate professional, your role isn’t just about transactions—it’s about helping people navigate tough situations.

This script is designed to do exactly that. It delivers real, actionable guidance for homeowners who may be facing pre-foreclosure or Power of Sale—before it’s too late. By sharing this message, you position yourself as a trusted resource, not just another agent chasing a deal.

Pre-Foreclosure Video Script

Foreclosures are rising—here’s a video script to help you guide your clients.

The latest data from ATTOM reveals a 5% increase in foreclosure filings from the previous month, with 32,383 U.S. properties affected in February 2025. This uptick signals a shift in the market, and as a real estate professional, it's crucial to stay ahead.

Many homeowners don’t realize they have options before foreclosure happens. That’s where you come in. By recording and sharing this video, you can proactively educate your audience, position yourself as a trusted resource, and provide real solutions when they need them most.

This script is designed for you to easily record and post. It walks homeowners through:

Loan modification – Adjusting mortgage terms to make payments more manageable.
Forbearance – Temporarily pausing payments to regain financial stability.
Selling before foreclosure – Preserving equity and avoiding the foreclosure process.
Short sale – Selling the property for less than owed, with lender approval.

🎥 How to use this: Simply record yourself reading the script, personalize it with your insights, and upload it to your social platforms. To make it even easier, use the Canva template below as your video thumbnail to grab attention.

By sharing this message, you’re not just staying visible—you’re providing real value. And in a shifting market, that’s what sets top agents apart. Here’s the script to get started.

Expired Marketing - Call Script 7

This script shifts that belief. Instead of rehashing why their home didn’t sell, it focuses on what’s changed. More buyer activity. Homes like theirs moving again. A potential opportunity they didn’t realize existed.

By offering a simple, no-obligation home value update, you open the door to a fresh conversation—one that could lead to them reentering the market with you.

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