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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 might regret reading this

If you want to grab attention and convert curiosity into action, this campaign is your blueprint.

It’s built around three powerful marketing tactics designed to engage and persuade: Small Agreements, Objection Handling, and the Power of a Client Case Study.

By inviting homeowners to take a simple, no-pressure step—like texting for a free home value report—it lowers barriers, builds trust, and encourages incremental commitment.

At the same time, it proactively addresses a common objection: “I don’t want to sell my home,” reframing the conversation to focus on clarity and future possibilities.

Including a real client success story—selling a home for $25,000 over Zestimate—adds credibility and proves your expertise, making your offer even more compelling.

Together, these strategies create a message that inspires action and helps you win your next listing.

Pro-Tip: Add your client’s testimonial in the P.S. to build even more credibility and trust.

[Coming Soon] Don’t Say I Didn’t Warn You

Your listing marketing isn’t just about selling a home—it’s the best form of advertising you can do for your future sellers.

But too many agents see listing marketing as a task to check off, missing the bigger opportunity. Future sellers are watching closely.

They notice the creativity, care, and thought you put into promoting your clients’ listings and think, "I want that for my home."

I challenge you to think differently about every aspect of your listing marketing.

Make it an irresistible showcase of your expertise, so every seller in your market says, "That’s the agent I need."

VOTW: Buy (Property Type) For (Down Payment)

When something works, smart agents take note and adapt it for their own market. That’s exactly the inspiration behind this Instagram Reel script, modeled after Shaneé Dunbar, a Houston Realtor whose Reel went viral with over 938K views. Her simple yet compelling message—highlighting an affordable down payment and key features of a newly constructed quadplex—captured attention and generated massive engagement.

This script follows the same proven formula: showcase an attractive property, emphasize an accessible down payment, and highlight a standout feature or benefit. Pair the voiceover with eye-catching B-roll of the listing, and you’ve got a Reel that’s designed to stop scrolling and spark interest. Tailor it to your market, and let this strategy work for you.

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.

SOTW: How much does it really cost to buy a home?

This Instagram Story series is a simple yet effective way to engage your audience by answering a question many buyers have: How much does it really cost to buy a home in [AREA]? Using the Canva templates provided below, you can easily tailor this campaign to your market.

Here’s how to make the most of it:

  1. Choose 3-4 areas in your market to highlight. Select neighborhoods or towns where you see strong interest or growth.
  2. Pick a photo or video background of homes or listings that represent each area. You can also include local landmarks, popular streets, or scenic views to make the content feel personal and relatable.
  3. Customize the text with localized down payment and monthly payment estimates for homes in each area.
  4. Add a poll at the end, asking viewers which price range they’d like listings for.

Once the story is live, make sure to follow up immediately with anyone who engages with the poll. This is an extremely simple campaign to execute and can help you identify serious buyers who are ready to take the next step.

TOTW: Cold Lead Activation Text

Engaging cold leads requires a concise, curiosity-driven approach that’s authentic and non-intrusive.

This text uses a timely market update to spark curiosity, referencing a rise in new listings. 

Localize the data—make it specific to your market so it feels more relevant and demonstrates your expertise. 

By asking a simple, low-pressure question, you’ll spark engagement and create a natural opening to reconnect with leads who might be ready to explore their options.

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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