This might be the best news we’ve gotten all year –

Interest rates have fallen to a 52-week low.

This is the perfect opportunity to re-engage your database and identify high-intent leads.

The #1 reason why won’t of your client won’t sell their current home is because they have a great interest rate. As rates drop, they become more open to the idea of making a move. Let’s take this opportunity to engage our SOI to find our next listing.

This might be the best news we’ve gotten all year –

Interest rates have fallen to a 52-week low.

This is the perfect opportunity to re-engage your database and identify high-intent leads.

This is a seller activation email designed to help provide relevant information to prospective sellers and at the same time, establish your unique value proposition.

We recommend sending this email to your database and then building a call list of anyone who opens up the email because the subject line is a signal that they are interested in selling.

Every time you complete a CMA, it's an opportunity to start more conversations—and book listing appointments.

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S/O to Steve Stych who sent the exact letter that you'll see below, and got a listing appointment that turned into a signed listing. He then sold that listing in 2 days. The total cost to mail out the letters was about $225. And the GCI he's generated from this campaign? $15,000.

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Take your most marketable CMA and turn it into a direct mail campaign to generate seller leads every week. 

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The process goes like this:

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1. Do 5-10 CMAs per week.

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2. Highlight the most notable one.

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3. Send out this direct mail letter.

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Pro-Tip: Include your selling programs on the right side of the letter so they know their selling options.

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This is how you generate high-quality leads without paying a profit-crushing referral fee.

Staying connected with your sphere of influence (SOI) is crucial in today’s market. The best way to do that is to keep them up to date with relevant information that impacts them. 

This campaign is designed to educated them and spark a conversation around selling their home. 

One of the fastest ways to generate listings from your SOI is to provide an unsoclicated CMA

Anytime a home sells, 2 or 3 people start thinking about making a move. There is no better opportunity to book a listing appointment than after a recent sale. This campaign requires a bit more legwork but will pay dividends.

Step 1: Analyze recent sales in your desired farm area.

Step 2: Identify notable sales that sold quickly and for a premium.

Step 3: Visit the home's Zillow page to see if their Zestimate was much lower than their actual sales price. You can do this by clicking on the Zestimate history.

Step 4: Build a call list of the closest 100 homes near that notable sale, using your title rep or PropStream.

Step 5: Print the list of prospective homeowners. On your call sheet, add a section for their Zestimate. Fill in their Zestimate and begin calling using this script:

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Ken Pozek shared an Instagram REEL that generated 600,000+ views.In the instagram REEL, he simply highlighted the recent changes to the median sales price of single family homes in the greater Orlando area.This campaign worked because the data was insanely easy to digest and he has a built in audience.My recommendation would be to boost this REEL if you have a smaller audience to get this data in front of more people.

This market analysis email is based on a highly successful Instagram video that garnered 600,000 views! By sending this detailed breakdown of property values and growth trends in key neighborhoods to your database, you can engage your database with easy-to-digest local market trends. 

The P.S. is also irresistible :)

Keri White is a rockstar agent out of LA who just signed a $1.295M listing leveraging the Zillow vs. Agent strategy we’ve developed.

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This campaign works because it create a curiosity gap in the mind of the consumer that they have a desire to fill. 

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The key takeaway is you can do this for ANY listing in your market, doesn’t have to be just your sales. If you pair this with the ZVA call script, you’re going to get listings.

In today's dynamic real estate market, keeping your clients informed is crucial for maintaining strong relationships and positioning yourself as their go-to advisor. By regularly sharing timely and relevant market insights, you can ensure you stay top of mind with your clients. This proactive approach not only demonstrates your expertise but also helps you generate high-quality inbound leads, as clients will appreciate the value you provide and are more likely to reach out when they're ready to make real estate decisions.

Consistent communication is key to building trust and staying top-of-mind with your client. 

This email campaign is designed to provide your clients with timely insights.

One quick pro-tip: When you send this email, you can track (within your CRM) who is opening the email. This is the PERFECT call list for your sales team. 

When you bring value-based email marketing together with outbound sales, it’s magic.

In the competitive world of real estate, establishing a strong local presence is crucial for success. One effective strategy to achieve this is by sending direct mail letters to nearby neighbors, informing them that you are in the area, assisting one of their neighbors in selling their home. This approach offers several benefits, from boosting your local presence to generating high-quality seller leads and effectively marketing your listings to attract more opportunities.

In today’s competitive real estate market, showcasing the extensive work that goes into selling a home is essential. This not only demonstrates the unique value proposition of a dedicated agent but also helps potential clients understand the full scope of services provided. By highlighting the marketing efforts, negotiations, prospecting, and professional photography and video production involved, you can set yourself apart and attract more clients.

This campaign recently generated @modernchicagohomes over 15 high-intent seller leads from an Instagram Story. My advice is to be posting this 2-3 times a quarter. 

Staying connected with your sphere of influence (SOI) and keeping them informed about the latest market trends is a powerful strategy in real estate. By regularly updating your contacts on current events and market conditions, you not only provide valuable insights but also position yourself as a trusted advisor. This approach leads to more repeat and referral business, as satisfied clients are more likely to recommend you to their friends and family.

In this email, I want to address a pressing issue many homeowners face today—the rising costs of insurance and taxes—and offer my expertise to help you navigate these challenges.

If you have a qualified buyer, but nowhere for them to go, that's not a problem—it's an opportunity.
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That's exactly what the 2024 Magic Buyer Video is about.
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It's an opportunity for you to go the extra mile for your buyer.
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It's an opportunity for you to start more conversations.
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It's an opportunity for you to generate more listing opportunities.
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As you adapt this campaign to fit your market, your buyer, and your brand, make sure you include:
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1. Specific data points about who your buyer is and what they're looking for
2. Social proof to prove that you're great at your job
3. Your personal cell number
4. A direct response CTA in the p.s

This email leverages a success story from a recent CMA (Comparative Market Analysis) to generate high-intent seller leads. By highlighting a client's significant equity gain, the email emphasizes the timeliness and relevance of the information, creating curiosity and urgency for potential sellers to learn their home's current value. The approach is designed to attract homeowners who might be contemplating selling by offering a complimentary professional home value report and an estimate of their net proceeds after selling.

You’re going to love this strategy. 

We all know that unsolicited CMAs work.

What you need to do next is take your most marketable CMAs and turn them into IG stories to generate seller leads every week. 

The process goes like this:

1. Do 5-10 CMAs per week.

2. Highlight the most notable one.

3. Create a story on IG.

4. Add the poll. (see example below) 

5. DM everyone who opts in.

This is how you generate high-quality leads without paying a profit-crushing referral fee.

This letter generated a $2,100,000 listing that sold in 2 weeks.

While your competition is asleep at the wheel sending their generic, Just Listed and Just Sold postcard, there's an opportunity to stand out in the mailbox by providing useful information that's personalized to their market.

We sent this letter to 1,497 North Hills homeowners. Total cost, $1,047.

Here's why it worked:

1. The audience matches the message

2. The call-to-action answers the "Why now?" question

3. The social proof creates confidence

Don't believe the adage that it takes 12 months to generate an ROI from direct mail.

A well crafted message that has a clear call to action can drive immediate results.

This week's email campaign is designed to help you keep your clients informed about current market trends and generate high-quality, warm seller leads. 

By providing timely and relevant information, you can build trust and establish yourself as knowledgeable professionals. The personalized offer for a custom home value report encourages engagement, making it easier for you to connect with potential sellers.

Circle Prospecting leverages targeted phone calls to uncover hidden real estate opportunities. By using this strategy, real estate agents can offer their clients exclusive access to off-market deals, ensuring a more successful and competitive home-buying experience. This approach not only benefits agents by generating new leads and enhancing their reputation but also provides clients with early access to properties that perfectly match their needs.

In today’s competitive real estate market, finding the perfect home can be challenging, especially when the best properties get snapped up quickly. The Circle Prospecting Post strategy offers a solution by engaging your social network to uncover off-market deals before they hit mainstream platforms like Zillow.

Circle Prospecting Post is a proactive social media tactic where agents announce their upcoming calls to homeowners in specific neighborhoods. This post creates buzz and interest among potential buyers, inviting them to express interest in exclusive deals.

For example: "Hi Friends, I'm going to be calling around the 223 homes in Auburn, NH this morning between 700-900k. If I come across any potential deals, should I contact you?"

This strategy benefits agents by generating new leads and building anticipation for off-market opportunities. It enhances their reputation as dedicated professionals who go the extra mile.

For buyers, Circle Prospecting Post is a game-changer. It offers access to properties not yet listed online, giving them a competitive edge. By engaging with these posts, buyers can find homes that perfectly match their needs.

In essence, Circle Prospecting Post leverages social media to maximize engagement and uncover hidden real estate opportunities, ensuring a more successful home-buying experience.

The Circle Prospecting Email Strategy leverages targeted outreach and client engagement to uncover hidden real estate opportunities. By using this strategy, real estate agents can offer their clients exclusive access to off-market deals, ensuring a more successful and competitive home-buying experience. This approach not only benefits agents by generating new leads and enhancing their reputation but also provides clients with early access to properties that perfectly match their needs.

In today’s competitive real estate market, staying top-of-mind with local homeowners is crucial for success. Our "Sale Of The Week" email campaign is designed to provide timely, hyper-local insights that homeowners can't easily find online. By sharing detailed analysis of recent, noteworthy sales, like how quickly a home sold and the factors contributing to its swift sale, we help our clients (real estate agents) demonstrate their in-depth knowledge and expertise in their local market.

Each email is crafted to keep homeowners informed about important market trends, showcasing your ability to understand and navigate the current real estate landscape. This not only positions you as a market expert but also fosters trust and credibility among potential sellers.

The benefits of this strategy are threefold:

1. Top-of-Mind Awareness: By regularly sharing valuable information, you stay at the forefront of homeowners' minds when they consider selling their homes.

2. Market Expertise: Highlighting your knowledge of local market trends establishes you as the go-to real estate professional in your area.

3. New Listing Opportunities: The seller-centric call-to-actions (CTAs) encourage homeowners to reach out for professional home value reports and consultations, creating potential new listings.

By leveraging this campaign, you can effectively engage with your audience, build stronger relationships, and ultimately, generate more listing opportunities.

Sending timely and relevant emails to your database is essential for keeping your prospects informed about the latest market trends. This not only helps them stay updated but also fosters engagement, building trust and converting prospects into loyal customers. By sharing valuable insights, you position yourself as a knowledgeable and reliable resource, enhancing your relationships and boosting your business.

By opting in, followers get exclusive access to top listings, ensuring they stay ahead in the market. This interactive approach not only engages your audience but also generates high-quality leads, turning followers into potential buyers.

Smart agents are investing their resources into generating seller leads through paid social and display advertising 

But as advertising dollars flood the feed, we’re going to see a rise in the traditional ads like this:  

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When it comes to advertising, you can’t bore people into clicking. 

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If you want to increase your performance, you have to create unique ad campaigns that are unlike your competitors. 

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That’s why we put together a list of 21 Irresistible Seller Hooks that you can use in your ads, emails, postcards and websites.

Let’s get to work!

Targeting Non-Owner Occupied Homeowners:

This letter is specifically crafted to appeal to non-owner occupied homeowners—those who own a second home or investment property but do not live in it. These homeowners are often more financially and emotionally detached from their second properties, making them more likely to consider selling when market conditions change.

Psychological Appeal:

This letter leverages several psychological principles to connect with homeowners considering selling their second homes:

1. Social Proof: By stating that many homeowners are in the same situation, it reassures the reader that they are not alone. This social proof reduces the anxiety of making a big decision like selling a home.
2. Authority: Citing reputable sources like Redfin and Yahoo Finance establishes credibility. It shows that the insights provided are backed by data, enhancing trust.
3. Empathy: The letter acknowledges the reader's potential frustrations and challenges, creating an empathetic connection. Understanding the reader's pain points makes them feel heard and understood.
4. Scarcity and Urgency: The mention of declining demand and rising costs implies that the optimal time to sell may be now. This sense of urgency can prompt quicker action from homeowners.
5. Simplicity and Clarity: The letter breaks down complex market dynamics into easily digestible points. Clear, concise language ensures that the message is accessible to all readers.

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Using Instagram carousel posts to showcase a successful sale can have a powerful impact on potential clients. Highlighting key aspects such as selling a home above the Zestimate, detailed marketing strategies, high-quality photography, effective staging, and positive client testimonials can demonstrate an agent's competence and dedication.

Value of Showcasing Work:

1. Builds Credibility: Demonstrates the agent's expertise and success in the field.
2. Enhances Trust: Transparency about the process reassures potential clients.
3. Influences Decisions: Positive outcomes and satisfied customers encourage new clients to choose the agent.
4. Visual Appeal: High-quality images and testimonials make the post engaging and persuasive.
   
   

By effectively highlighting these aspects, agents can significantly influence consumer decisions, leveraging social proof and showcasing their value proposition to attract new clients.

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Are you looking for an effective way to re-engage leads who might have given up on buying a home this year? We have developed a powerful script that combines the simplicity of the Dean Jackson 9-word email with the tactical approach of Chris Voss' negotiation style. 

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Introducing the 10-Word Cold Outreach Email.

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What Is It?
The concept is straightforward yet powerful. The subject line is personalized with the recipient's name to grab their attention. The body of the email consists of a single, strategically crafted question designed to reignite interest and provoke a response. 

For example:
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Subject Line: Tom Ferry

Body: Have you given up on trying to buy this year?

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Why It Works
This approach is rooted in psychological principles that leverage curiosity, personalization, and direct engagement.

Here's why it’s effective:

- Personalization: By using the recipient’s name in the subject line, you immediately capture their attention and make the email feel personally relevant.

- Curiosity: The question format creates a sense of curiosity and encourages the recipient to think about their situation and respond.

- Direct Engagement: The simplicity and directness of the question cut through the noise of typical sales emails, making it easier for the recipient to engage without feeling overwhelmed.
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How to Use It

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This script is perfect for cold outreach to leads who have gone cold or seem to have lost interest in the market. It’s a low-pressure, high-impact way to re-establish communication and open the door for further conversation.

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By employing this 10-Word Cold Outreach Email, you have nothing to lose and everything to gain. Give it a try and watch as your re-engagement rates soar.

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The Thoughtful Conversation Starter campaign uses personalized SMS to engage potential clients with genuine, relevant messages.

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Why It Works

This campaign leverages personalization and relevance, making recipients feel valued and piquing their curiosity about market conditions. This approach boosts response rates and strengthens client relationships.

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Value for Your Sphere of Influence

Sending this message keeps you top-of-mind with clients, demonstrating your attentiveness and market expertise. By engaging clients with timely information, you build trust and loyalty, leading to more successful transactions and referrals.

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The Social Proof Conversation Starter Campaign

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Introduction

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The Social Proof Conversation Starter campaign leverages curiosity and social proof through personalized SMS, encouraging potential clients to engage by highlighting the surprising truth about their home's value.
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Why It Works

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This campaign uses the psychological principles of social proof and curiosity. Mentioning that "most people are surprised" creates a sense of intrigue and prompts recipients to seek out their home's value. This curiosity-driven approach increases engagement and strengthens client relationships.
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Value for Your Sphere of Influence

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Sending this message keeps you top-of-mind with clients, showcasing your market knowledge and attentiveness. By engaging clients with intriguing, relevant information, you build trust and loyalty, leading to more successful transactions and referrals.

One of the challenges that comes with real estate marketing is finding thousands of different ways to ask the consumer: "Are you considering selling soon?"

For this campaign, we're using the "What's holding you back" angle to get potential sellers to raise their hand.

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Here's why it works:

1. The email opens with a relevant hook about how more sellers are entering the market.
Pro-tip: Localize the inventory data for your market.

2. Including "Out of curiosity" softens the ask.

3. Multiple choice makes it easy to answer.

4. It includes a compelling p.s. with a relevant CTA for a home value report.

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Put it to work.👇

This is a simple, "right hook" email that you can send out to your database today.

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Here's why it works:

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1. It's specific.

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2. It piques curiosity.

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3. It's actually helpful.

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Don't wait for permission to be useful.

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Be proactive in providing value.

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👉Below you'll find a Canva link that you can customize to fit your brand, download as PDF, and send to anyone who responds. 🚀

If you're looking for an incredibly simple way to start conversations using IG polls, this is it.

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Here's your SOP:

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1. Share poll

2. DM everyone who interacts with a personalized message

3. Offer a CMA as a value-add

4. Book an appointment

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Lisbeth Herrera brilliantly executed this campaign.

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The results?

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11 people responded with "too small."

3 CMAs requested.

1 appointment.

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Let's keep building. 🚀

This is the perfect conversation starter to send to your SOI.

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Lisbeth Herrera initially created this campaign as an IG poll (you can check it out here).

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The results? 

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11 people responded with "too small."

3 CMAs requested.

1 appointment.

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You should always double down on your winners.

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This campaign is perfect for a text and/or DM.

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Your SOI is in your competition's database. 

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Act accordingly.

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Let's get to work. 🚀

Vanessa Reilly shared another Instagram strategy that she's using to start more conversations on social…

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This "Make Me Move" IG story resulted in 5 conversions, and 1 seller nurture. 🤯

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Instagram Stories are fantastic for creating opportunities—and strategies like this one, using the Question box plus killer copy, make it so insanely simple to capture inbound leads.

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Don't sleep on stories.

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There's magic here. ⬇️

The typical home value ad is overused.

Over-advertised.

So let's try something different…

Most agents don’t know that you can generate seller leads with Instagram Stories. 

But there’s a catch…

If you’re going to be posting stories on Instagram, you need to be using polls and questions. 

These are simple interactive tools that turn impressions into warm leads. 

Here's an Instagram story template you can use to generate "inbound" IG leads.

All you have to do is add the poll (with no title).

Then add these poll answers:

In the last 7 days.

It's been a while.

It's been way too long.

When people respond to the poll, slide into their DMs with the following scripts:

In the last 7 days → What do you think about the value?

It's been a while or way too long → Would it be helpful if I prepared a professional home value report for you?

IG stories are a cheat code for seller leads.

You can post this today. ⬇️

Nicole Odom reached out to me to help her revamp her Neighbors Only Open House letter.

The formula we used is simple—

👉Direct and clear opening 

👉Urgency 

👉Encouraged her neighbors to bring a friend/family member

👉Added a subtext that “I’m good at my job” 

Whenever you’re creating a marketing campaign, it’s vital that you understand the emotion you’re trying to elicit and the action you want to trigger.

You should 1000% use this for your next listing.

In 2023, the FSBO market share hit an all-time low of 7% (Source: Clever).

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This is an incredibly compelling hook to use as a postcard, start conversations, and provide value.

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This strategy includes a QR code, but we're going to do something a bit different…

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When the consumer scans this QR code, it will automatically pull up a text message for them to send.

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Here's how it works:

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1. Use this website to create your QR code.

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2. Select SMS.

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2. Enter your number and add the message you want. 

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i.e. Hi [Agent Name],

I just got your postcard and I'm curious to find out why fewer people are selling their homes by themselves.

Thanks!

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3. Add it to your postcard.

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Here's a text that you can use as your reply:

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Hi [First Name],

‍Thanks for reaching out.

Here are 3 of the top reasons why:

Commission Costs: FSBO sellers often pay a commission to the buyer's agent, which can deter them from selling independently. They're doing all the work and still paying fees.

Marketing Challenges: FSBO sellers typically face difficulties in effectively marketing their properties, resulting in lower visibility and fewer offers.

Lower Sales Prices: Homes sold through FSBO frequently fetch lower prices compared to those sold by realtors, leading sellers to accept less favorable offers.

If you have any more questions, let me know. 🙏

You might already be familiar with the Magic Buyer strategy—a direct mail strategy that engages potential sellers by outlining who your buyers are and what they're looking for.

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This is the Charlie King version.

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Within 1 week, Charlie King had 5 calls from this letter.

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S/O to Jeremy Applebaum who sent out 83 Magic Buyer Letters and landed 3 appointments.

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It's simple:

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1. Write a letter to homeowners who live in the neighborhood where your buyer is looking to live.

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2. Provide context on the situation and be specific in describing what your buyers bring to the table.

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3. Include a direct response CTA if they're interested in selling.

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By directly engaging homeowners with specific details about what the buyer is looking for—and showcasing the serious intent of your clients—you not only pique interest but also position yourself as a proactive, dedicated agent.

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Below you'll find two examples of this letter—the first is Charlie King's original. The second is my version.

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Let's get to work.

Felt like Expired letters needed a little love.

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Rather than just another sales pitch, you want to connect with the homeowner on a deeper level.

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Here's why this Expired letter hits different—

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1. Show them that you know them. They probably have had a wave of agents reach out since their home didn't sell. Acknowledge the fact, then put yourself on the same side of the table: You're not buying it.

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2. Empathize with their situation: You're frustrated, disappointed, and likely pretty annoyed…

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3. Deliver the anti-sales pitch. Be objective in why their home didn't sell.

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4. Personalize the pitch. Show them that you've done your research. You're invested: To sell for top dollar, there are 10 essential marketing tactics. I’ve reviewed your home on the Multiple Listing Service and you’re missing 6 of them.

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5. Value > Pressure. Offer your insights and value upfront without asking anything in return.

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Next time you need an Expired letter, give this one a try. 👇

S/O to Jeremy Davis from Palm Agent.

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If you haven't downloaded their app, they have a killer feature that allows you to calculate the holding cost based on the sales price.

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If a home is on the market for 30 days, 60 days, 90 days, 120 days—how much does it actually cost the consumer to have their property sit on the market?

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Let's say, for example, that a $725,000 home is on the market for 90 days. The holding costs could be upwards of $19,000-20,000.

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Most sellers wouldn't know that. In their mind, what's the big deal if it's 7 days or 45 days?

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It matters because it could literally cost them thousands of dollars in equity they've earned.

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This campaign is a great opportunity for you to communicate why your ability to sell a home quickly actually matters to the consumer.

Way too many agents are waiting for people to raise their hand to say they want to sell.

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As a result, they're not getting the opportunities they're looking for and they're not hitting the goals they want to hit.

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The TMA strategy is so incredibly simple.

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Every day, 2-3 times a day, choose someone from your database or someone in your SOI, take a screenshot of their home value on Properly, HouseSigma, or Ownerly, and send this exact text message.

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That's it.‍

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If you do 2-3 of these every day, that will turn into 2-3 conversations per day, which will likely lead to 1-2 listing appointments a week, which will likely lead to 2-3 listings a month.

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That math just works.

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This has got to be in your daily SOP.

One of the challenges that comes with real estate marketing is finding thousands of different ways to ask the consumer: "Are you considering selling soon?"

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For this campaign, we're using the "What's holding you back" angle to get potential sellers to raise their hand.

‍

Here's why it works:

‍

1. The email opens with a relevant hook about how more sellers are entering the market.

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Pro-tip: Localize the inventory data for your market.

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2. Including "Out of curiosity" softens the ask.

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3. Multiple choice makes it easy to answer.

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4. It includes a compelling p.s. with a relevant CTA for a home value report.

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Put it to work.👇

The spring market might be the best time of year to touch base with your past clients.

This simple text not only allows you to nurture these relationships, it also positions you as a proactive advisor in their real estate plans.

Tap into the spring momentum with this "Spring Planning Text"—and use it as a way to start more conversations.

Don't overthink it—send this text today. 👇

Jason Wright brilliantly executed the Name Your Price direct mail campaign. 

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The results?

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5000 sends. 500+ QR code scans. 8+ listing appointments.

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And here's the thing—he only included a QR code. That's it. (see the example below)

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The QR code drove traffic to a custom landing page where the consumer answers 3 quick questions:

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1. The price they'd want to list for

2. Their property address

3. Their email and contact info

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(He did this via a typeform survey on the landing page that integrates into Follow Up Boss)

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Then he followed up immediately.

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Marketing—done like this—is magic. 🔥

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To create your own QR code, simply build your landing page, add the URL to the Canva template below, and download your design as PDF Print. Watch this video to see exactly how to do it. 👇

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If you have a qualified buyer, but nowhere for them to go, that's not a problem—it's an opportunity.

That's exactly what the 2024 Magic Buyer Letter is about.

It's an opportunity for you to go the extra mile for your buyer.

It's an opportunity for you to start more conversations.

It's an opportunity for you to generate more listing opportunities.

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As you adapt this campaign to fit your market, your buyer, and your brand, make sure you include:

1. Specific data points about who your buyer is and what they're looking for

2. Social proof to prove that you're great at your job

3. Your personal cell number

4. A direct response CTA in the p.s.

The Deal of the Week strategy needs to be added to your weekly marketing SOPs.

It's simple, repeatable, and highly effective.

‍Brad McCallum sent a Deal of the Week email and got 20 replies.

But here's the thing... 

This email is just the beginning.

Repurpose your Deal of the Week into an IG poll and an SOI text.

This is how you can take a winning marketing campaign and maximize the impact.

Here's the text. ⬇️

This is a 🔥 social media tactic.

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Leverage IG polls or a Facebook post to ask an engaging question, then DM people who respond.

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This is a rinse and repeat strategy that you can leverage each week to have more real estate related conversations with people who are connected with you on social media.

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Watch the magic unfold when you stop scrolling and start engaging.

S/O to Jason Cassity for executing a brilliant Coming Soon strategy specifically for new construction.

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Here's why this campaign works:

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1. An "Early Access" angle that provides information to the consumer that they won't find online.

2. He includes a map of where the homes are located in the email.

3. He ends with a casual CTA and offer to schedule a pre-market showing.

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Try it out. ⬇️

Vanessa Reilly shared with me an Instagram strategy she's using to start more conversations on social media.

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So far, she's engaged with 3 serious buyers from this one tactic.

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This should 100% be a go-to tactic for the buyer agents on your team.

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Here's how it works:

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1. Create an engaging poll question (I'll drop some ideas in the comments)

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2. Send a DM to anyone who engages with a soft easy to answer follow-up questions.

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That's it!

This is a great tactic by Will Draper.

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He asked a simple question on an IG poll—

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Who wants a list of all the available new construction homes in El Paso?

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Off of this campaign, he generated 41 inbound responses of people saying, "I'm interested in new construction properties."

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That's 41 leads they can DM and set an appointment with.

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And of those 41 leads, there likely is—at minimum—4-6 listing opportunities in there.

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This is how you use Instagram on buy side angles to generate sell side leads.

The Deal of the Week strategy needs to be added to your weekly marketing SOPs.

It's simple, repeatable, and highly effective.‍

Brad McCallum sent a Deal of the Week email and got 20 replies.

But here's the thing... 

This email is just the beginning.

Repurpose your Deal of the Week into an IG poll and an SOI text.

This is how you can take a winning marketing campaign and maximize the impact.

Here's the IG Poll. ⬇️

Here's how you can generate Instagram Seller Leads using the Zestimate. ⬇️

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Step 1: Always take a photo of the Zestimate before you put it in the MLS. This helps you avoid Zillow's fancy algorithm from  taking credit for your pricing strategy.

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Step 2: When you sell the home above the Zestimate, promote it as an IG story.

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Step 3: Create a poll with the question: Is your Zestimate accurate?

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Step 4: DM every person who responds to the poll with a CMA offer: Hey [First Name], I noticed that you responded that our Zestimate was wrong. Would it be helpful if I put together a professional home equity for your home? It will be much more accurate than an online tool.

‍

Step 5: Schedule calls to review the results with your prospects.

‍

NOTABLY: If you don't have a good example of a Zestimate, skip step 1 and 2 and go right to step 3.

You’re going to love this strategy. 

‍

We all know that unsolicited CMAs work.

‍

What you need to do next is take your most marketable CMAs and turn them into IG stories to generate seller leads every week. 

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The process goes like this:

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1. Do 5-10 CMAs per week.

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2. Highlight the most notable one.

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3. Create a story on IG.

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4. Add the poll. (see example below) 

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5. DM everyone who opts in.

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This is how you generate high-quality leads without paying a profit-crushing referral fee.

We like to tell the consumers that selling is easy, fast and simple. 

‍

This message gets reinforced through postcards that tout results like: 

‍

“Sold in 3 days” or “Above Ask Price”

‍

This devalues our service. 

‍

So what’s the alternative? 

‍

Show the sweat.

‍

This is a postcard my team at Curaytor created for our client, Gretchen Coley.

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Here’s what I love about this postcard: 

‍

1. There’s a hook “Even our clients were shocked” 
2. We highlighted the pain the customer was experiencing 
3. We broke down our strategy (showed the how) 
4. We provided a specific performance metric to help reinforce the story
5. We ended with a clear call to action

‍

Put it to work for you. ⬇️

One of the smartest ways you can use your email marketing tool is to cross-promote your social media posts.

‍

This is one of my favorite strategies implemented by Ray Ellen.

‍

Here's how it works:

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1. Find a notable listing in the MLS (or Off-Market).

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2. Write a brief post about it on social media with a CTA to DM you if they're interested.

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3. Send an email blast to your database LINKING to your social post. 

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This is something you could do SEVERAL times a month to generate inbound opportunities. 

‍

Ask Ray. It works.

When you have a Coming Soon listing and you hit the 24 hours before it goes live, send this email.

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Here's why it works so well:

‍

1. It creates urgency. The goal of the subject line, "Exclusivity ends in 24 hours" is to get as many people to open the email as possible.

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2. It piques curiosity. Share some info, but not all the info. Share one photo (the "money shot") but not all the photos.

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3. It has a strong CTA. Don't drive them to a website. Get them to call.

This is rarely talked about in the real estate marketing world but one of the best ways to attract high-quality seller leads is by doing high-quality marketing of your current listings.

‍

Prior to the home going on the market, this is the first email you should send.

‍

It's a simple way to add incredible value to both potential buyers and your seller. ⬇️

In his book Viral Loop, Adam L. Penenberg profiles the rise of Hotmail, and tells the story of how it happened.

‍

To help spread the word about Hotmail, they added this line...

‍

"p.s. I Love You. Get a free email at Hotmail.com" 

‍

That small hook at the end of the message created a hockey stick growth for them. 

‍

So here's the zen learning…

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The people in your database may not be buying today but they know someone who is. 

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More importantly, they can introduce you to a new prospect with the right hook. 

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The next time you have a listing to promote, try this email below.

Every time you complete a CMA, it's an opportunity to start more conversations.

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Take your most marketable CMA and turn it into an email campaign to generate seller leads every week. 

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The process goes like this:

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1. Do 5-10 CMAs per week.

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2. Highlight the most notable one.

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3. Send out this email.

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4. Start more conversations.

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This is how you generate high-quality leads without paying a profit-crushing referral fee.

This circle prospecting script landed Gretchen Coley a $3.4M listing opportunity.

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Here's why it works:

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1. Relevant, hyper-local market data that gives a reason to reach out.

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2. Incorporating the "Bandwagon Effect"—a psychological principle that argues that we're more likely to do things if we know that other people are already doing it.

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3. Excellent use of the magic words "One more thing…" with a CMA offer even if they aren't thinking about selling.

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Next time you discover a local market trend that prospective sellers need to know about, try this script.

Every time you sell a home, it's an opportunity to circle prospect around the neighborhood and execute what we call the Value-Based Voicemail strategy.

‍

The strategy is simple—

‍

1. Give them valuable information about the sale that they might not find online.

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2. Ask them if they know of anyone who's thinking about selling, to have them give you a call.

‍

This exact script landed Connie Carlson another listing opportunity just after she sold her listing $40K over the asking price.

Let's be honest—sometimes it can be easier to call your colleague's past client list than it is to call your own.

‍

So why not switch it up?

‍

Using the Buddy System CMA strategy, swap lists with a colleague.

‍

Here's the exact script you can use.

This is a tactic we like to call The Matchmaker Strategy.

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Here's how it works:

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1. After you sell a property, call your buyer leads using the first script.

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2. Then, after you call your buyer leads, call homeowners in the area using the next script.

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It's that simple.

‍

Try it and see if it works for you.

Don’t wait until you secure the listing to start building relationships with the neighbors.

‍

Here’s a technique to implement as soon as you book the listing appointment:

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1. Build a list of nearby homes using a tool like Propstream.

‍

2. Enrich the list with contact information (skip tracing).

‍

3. Use the following script to make calls and send personalized emails.

‍

If the first time the neighbors hear from you is when you’ve sold the home, you’re missing valuable opportunities.

‍

By consistently engaging with neighbors at each stage of the listing process, you’re doing more than selling a home—you’re building your listing pipeline.

‍

This strategy can effectively transform one listing opportunity into two or three additional ones.

Asking for referrals can feel hard.

‍

This script reframes the typical referral script.

‍

The phrase "One more thing" are magic words that you can slide into the end of a conversation with your client. 

‍

From there, make a genuine offer to help someone in their network.

‍

Try it out. ⬇️

One of the ways you can find hidden sellers is by using the right script when you call your buyer leads.

‍

Now, when most agents call their buyer leads, they ask, "Do you have a home to sell?" in hopes of getting the listing appointment.

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The problem? Most consumers will immediately put up a wall.

‍

Because they're contacting you to schedule a showing, to try to find a home—most of them don't want to talk about putting their home up for sale just yet.

‍

So here's what to do instead:

‍

Instead of asking that question at the beginning of the conversation, use the following script after you book the appointment.

‍

This simple swap will lead to significantly better results.

Almost everyone has a prediction on where they think the market is headed.

‍

And it's a really interesting angle for engaging 1-to-1 with your SOI: What do they think is going to happen with the market?

‍

This 3-part text script is an opportunity to find people who are thinking about selling, but who haven't yet raised their hand.

‍

Here's how to start the conversation. ⬇️

Chris Voss talks about a negotiation technique he calls an Accusation Audit. It's an preemptive approach that defuses any negative thoughts the other side might be thinking by proactively addressing them.

‍

So for this strategy, by framing a hypothetical question with, "I know this is a bit of a crazy question," you create a safe space to have an open dialogue and explore with your prospect.

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Here's the script you can copy/paste.

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Send this to 5 of your clients in your database this afternoon.

Proactively sending CMAs is a killer strategy.

‍

It's exactly what Ken Pozek and his team did to generate $80,000 in commission.

‍

Here's the data he shared:

• 30 CMAs 
• 12 Appointments Booked
• 5 Listings (all closed) 
• 6 Deals in total (1 doubled-ended) 

‍

Here's the exact script his team used when they reached out to their SOI with their CMA. 

‍

Imagine if you started executing 5 of these a week?

You've probably got a database full of clients who are never going to sell their house.

‍

Because if they were to buy their same house again today, their mortgage payment would be more than double.

‍

It makes sense why you might think that there isn't much value in staying in touch with these folks…

‍

But that would be short-sighted.

‍

Happy clients are your best referral sources.

‍

Try this text message instead.

How do you generate more listings?

Have more conversations.

Here's how:

Professional agents study the market daily, but most don't do anything with that insight unless asked.

Here's what I want you to do:

The next time you review recent sales, text someone in your SOI who lives near that property.

This is a 1 to 1 market update that is…

Easy to digest.

Personalized.

Relevant.

When you get a response, provide them with all the information about the sale and offer a free home valuation report.

Start doing 5 of these a day and watch the magic happen. 🚀

Every time you complete a CMA, it's an opportunity to start more conversations—and book listing appointments.

‍

S/O to Steve Stych who sent the exact letter that you'll see below, and got a listing appointment that turned into a signed listing. He then sold that listing in 2 days. The total cost to mail out the letters was about $225. And the GCI he's generated from this campaign? $15,000.

‍

Take your most marketable CMA and turn it into a direct mail campaign to generate seller leads every week. 

‍

The process goes like this:

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1. Do 5-10 CMAs per week.

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2. Highlight the most notable one.

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3. Send out this direct mail letter.

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Pro-Tip: Include your selling programs on the right side of the letter so they know their selling options.

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This is how you generate high-quality leads without paying a profit-crushing referral fee.

This tactic is fire.

‍

If you want to generate more opportunities with less effort, take your best performing email or social campaigns and turn them into a postcard/letter that you can mail to your farm. 

‍

Doubling down on your winners is how you can get more listings in a low inventory market.

This tactic is fire.

‍

If you want to generate more opportunities with less effort, take your best performing email or social campaigns and turn them into a postcard/letter that you can mail to your farm. 

‍

Doubling down on your winners is how you can get more listings in a low inventory market.

If you're looking for a strategy to build instant rapport with prospects, it's this one.

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Every homeowner wants to feel like they made a smart investment buying when they did, where they did.

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This is an opportunity for you to affirm their decision and prove it with relevant market data.

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The flattery angle is a smart way to engage the consumer, provide value, and build trust.

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And of course, don't just send the campaign and stop there.

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Hit the phones to follow-up.

If buyer demand is on the rise in a particular neighborhood, this is a great campaign to send:

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1. It educates the potential seller on the current market trends they should know about.

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2. It creates a sense of curiosity about their home's value.

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3. It positions you as the local expert.

‍

Send this direct mail campaign out to a hot neighborhood near you and hit the phones to follow-up.

This is a great angle that answers the question "Why should I sell now?" 

‍

Here's why it works:

‍

1. It highlights relevant, specific market trends that they'd care about. You're not waiting for permission to be helpful. You're actively bringing information to them that they should know about.

‍

2. It includes a compelling, direct response CTA.

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3. It builds rapport and trust. It makes the communication feel more personal and less like a standard sales pitch.

Most people don't know all their options when it comes to selling their home.

‍

Whether it's a Cash Offer, Fix & Flip, Buy Before You Sell, or a Traditional Sale—educate the consumer on the options they have when they work with you.

‍

This direct mail letter is a great example—it's value-first, but it includes a section where they can compare their options.

‍

This is a subtle way to provide value, build trust, and educate the consumer on how you can help them navigate this market.

This is a fantastic Just Sold angle.

‍

S/O to Cole Team Real Estate for executing this brilliantly.

‍

This is a strategy we like to call Market your marketing.

‍

It's one of the best ways to turn your recent sales into more listings.

‍

This is more than just a success story, it's proof that you're great at your job.

‍

By highlighting a specific marketing metric, you demonstrate your ability to get their home in front of more prospective buyers—something sellers value a lot.

There's power when you tell the truth in your marketing.

‍

Bill Bernbach, an American advertising creative director, said “A small admission gains a large acceptance.”

‍

This is a principle in advertising.

‍

Tell people what they already know with your direct mail marketing. 

‍

This strategy is a perfect example.

‍

Bonus: We used Yellow Letters Complete to create this campaign. They handwrite the notes using a robot, and you can add a custom sticky note that we find to be extremely effective in eliciting responses.

This direct mail campaign generated a $2M listing. 

‍

Total spend, $1,200.

‍

We targeted 1,000 neighbors who had owned their homes for more than three years and had a property value of over $1.5M.

‍

Here’s why it worked:

‍

1. We had social proof (“Your neighbor hired us”).

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2. We provided specifics about the sale that couldn’t be found online.

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3. We shared a relevant statistic that piqued their curiosity.

‍

Most importantly, we had a clear and direct call to action targeted towards serious sellers.

‍

Bonus: We used Yellow Letters Complete to create this campaign. They handwrite the notes using a robot, and you can add a custom sticky note that we find to be extremely effective in eliciting responses.

‍

The cost is about $1.20 per piece.

This strategy is called Zillow vs Agent.

‍

(S/O to Jacob Stark for executing this strategy.)

‍

First, a question for you: What happens to the Zestimate when you list a property?

‍

Right—it changes to the list price.

‍

Talk about the biggest punch in the gut.

‍

If you list a property for $500,000 and you sell it for $500,000…it doesn't appear that you did anything. You simply sold it for the Zestimate.

‍

What most people don't realize is that maybe two weeks ago, the Zestimate was $430,000.

‍

But you had no record of proof that you actually sold that property for $70,000 above the Zestimate.

‍

Here's how to take advantage of that—

‍

Before you put the home in the MLS, take a screenshot of the Zestimate.

‍

Then after you sell it, you have a before and after to showcase how great you are at your job.

‍

Here's the exact copy to use in your letter.

1 listing appointment, 120 letters sent.

Here's how the ZMA works:

1. Print out a screenshot of their Zestimate

2. Add a handwritten sticky note with the CTA—Would you sell for 10% more than this? (feel free to adjust based on your market)

3. Mail to your farm. Handwritten is better than mass-produced.

Pro-tip: Use Propstream to build your list and use the following parameters:

7+ years

4%+ interest rate

Owner occupied with 30%+ equity

Of course, feel free to adjust based on your own knowledge of the market.

You’re going to love this strategy. 

‍

We all know that unsolicited CMAs work.

‍

What you need to do next is take your most marketable CMAs and turn them into a direct mail campaign to generate seller leads.

‍

The process goes like this:

‍

1. Do 5-10 CMAs.

‍

2. Highlight the most notable one.

‍

3. Send this letter to your farm.

‍

This is how you generate high-quality leads without paying a profit-crushing referral fee.

Just Sold Letters + Circle Dialing works.

‍

The following campaigns resulted in multiple listing appointments.

‍

Here's the pro-tip:

‍

1. Build a targeted list. Ideally, homes that fit in your local "sell-box."

‍

2. Create a campaign that provides information the consumer can't find online (i.e. # of offers, # of showings, etc.) with a simple and clear call-to-action. Don't include the final sale price—that gives potential sellers a reason to call.

‍

3. Make your offer clear and compelling.

‍

And finally, don't wait for the inbound calls. 

‍

Hit the phones to follow up. 

‍

This needs to become an SOP every time you sell a home.

There are probably people in your database who bought a house with a real estate agent who no longer carries a license.

‍

They've been left to fend for themselves and probably have no relationship with an agent at this point. 

‍

If you were to market to them…here's what you might say.

You're either going to love or hate this strategy…

‍

We've all heard the stat that 87% of consumers say that they'd work with their agent again, but only 12% do. (Source: NAR)

‍

Part of the reason why that is, is because the consumer never hears from their agent again after they buy or sell.

‍

This strategy speaks to those folks directly.

This letter generated a $2,100,000 listing that sold in 2 weeks.

‍

While your competition is asleep at the wheel sending their generic, Just Listed and Just Sold postcard, there's an opportunity to stand out in the mailbox by providing useful information that's personalized to their market.

‍

We sent this letter to 1,497 North Hills homeowners. Total cost, $1,047.

‍

Here's why it worked:

1. The audience matches the message

2. The call-to-action answers the "Why now?" question

3. The social proof creates confidence

‍

Don't believe the adage that it takes 12 months to generate an ROI from direct mail. 

‍

A well crafted message that has a clear call to action can drive immediate results.

Every buyer is an opportunity to get a new seller. 

‍

That's why when you have buyers who are looking in a specific neighborhood, send out a direct mail campaign that describes who they are and what they're looking for.

‍

S/O to Jason Cassity for going the extra mile for his clients using this strategy.

‍

Would this strategy work in this market? 100000000%.

‍

Don't stress about the market, your competition, or the economy—focus on what you can control.

Every buyer is an opportunity to get a new seller. The Magic Buyer letter is simple:

1. Write a letter to homeowners who live in the neighborhoods where your buyers are looking to live.
2. Be specific in describing who your buyers are and what they're looking for.
3. Encourage these homeowners to contact you if they're interested in selling.

Would this strategy work in this market? 100000000%.

Don't stress about the market, your competition, or the economy—focus on what you can control.

One of the best ways to turn your recent sales into more listings is to use a technique we call: Market your marketing.

‍

35,234 people saw this on Facebook is an irresistible hook.

‍

This is more than just a success story, it's proof that you're great at your job.

‍

By highlighting a specific marketing metric, you demonstrate your ability to get their home in front of more prospective buyers—something sellers value a lot.

‍

So the next time you sell a home:

‍

Take a single WOW metric from your advertising or marketing campaigns.

‍

Send this email.

‍

Then, record a video and share it on social media.

‍

Then, mail a letter to nearby neighbors.

‍

Rinse and repeat.

The thought "selling is a bad idea" has crossed the mind of nearly every seller at some point.

‍

Rather than resorting to the usual "now is a good time to sell" pitch often used by Realtors, let's tackle the issue directly.

‍

Selling your home is painful.

‍

It's emotional.

It can be overwhelming.

And it costs $$$.

‍

Even when it's easy, it's not.

‍

There's an adage in marketing, a small admission is how you gain large acceptance.

‍

So let's address the pain head-on.

‍

This campaign can also be used for a direct mail letter and a short-form video on social media.

This is a strategy we call "Land & Expand."

‍

It's a technique to bridge the gap between marketing and sales. Which means, you'll send a marketing email to a targeted list with a targeted message. Then follow-up with a text:

‍

Hi [First Name], 

‍

Hope you’re well my friend. I just sent you an email. 

‍

Let me know if you fall into bucket #1, #2 or #3 🙏

‍

Chances are they'll get the text before they see your email. So you'll start the conversation via text, prompt them to check their email, and hopefully respond to your text to continue the conversation.

‍

The goal of this strategy is to get a good sense of where your past clients fall in their seller journey as you think about your sales pipeline.

‍

Are they 6-12 months out from selling?

2-4 years from now?

Maybe more?

‍

As you get more information and more context about their plans, add those notes to your CRM and start to be helpful right now to help them achieve whatever it is they want to achieve this year.

You probably have potential sellers in your database who are curious about whether they'd benefit more from renting or selling.

‍

So, why not speak directly to this particular prospect and offer them a Rent vs Sell Analysis?

‍

You might be surprised with the responses you get.

We all know that reviews matter.

‍

But if we're honest, most of us might miss the opportunity to capture the story and the sentiment from a happy client after the transaction.

‍

This is an email you can send to your past clients immediately after you help them complete the transaction.

‍

The best part?

‍

It actually includes five questions to make it easier for them to leave a review.

‍

Be sure to include the link to where they can write the review, right in the email.

‍

If you do success stories with your past clients, you can also use these questions in your interviews.

The Deal of the Week strategy needs to be added to your weekly marketing SOPs. It's simple, repeatable, and highly effective.

We recently rolled out an all-new Deal of the Week tool to help you find which listings to feature.

It can now create the email for you. Try it out now.

Use the template we provided below to send out your Deal of the Week OR just use this tool.

The Deal of the Week strategy needs to be added to your weekly marketing SOPs. It's simple, repeatable, and highly effective.

We recently rolled out an all-new Deal of the Week tool to help you find which listings to feature.

It can now create the email for you. Try it out now.

Use the template we provided below to send out your Deal of the Week OR just use this tool.

If it doesn’t already, the “Deal of the Week” should live in your weekly SOPs. Every week, find the hottest new listing in your market - whether it’s yours or someone else’s (always get the listing agent’s permission first) - and turn it into a reason for people to stop, share, and engage.

This week, the hook is a simple POV line: “You’re not planning to move but then this comes on the market in [Area].” Notice what’s missing too: we’re not dropping the price. Just beds, baths, and location with a clean grid of photos.

Then comes the closer: a poll. Two light, obvious choices that keep it playful while opening the door to DMs and follow-up conversations.

The formula is simple, but the impact compounds. Hook them with curiosity, multiply reach with the share trigger, and let the poll carry you straight into real conversations with buyers.

Not sure which listing to feature?

We built a tool that can do that for you: https://automate.listingleads.com/deal

Here's how it works:

1. Enter in a zip code or city (can do multiple)

2. Choose a price range

3. Select the property type.

We'll review the last 7 days of new listings on Zillow. We'll organize/sort them to find the homes that have the most views/saves and we'll showcase the one with the highest save rate.

‍That's your Deal Of The Week.

For Canadian Members

We'll be rolling out a CA version of this tool very soon. In the meantime, to find your Deal of the Week, 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.

Sam RP - 70 leads 

1. Open the Canva Template
Use the customizable Canva template we’ve provided. It’s pre‑formatted with the poll question: “I just did an equity report for my clients. Their Zestimate was off by $XX,XXX.”

• Swap in your real variance (e.g., $39,000)
• Add your brand colors or logo

2. Download Your Slide
Once your edits are done, click:
→ Share
→ Download
→ File type: PNG or JPG
Save the slide to your phone.

3. Start a New Story on Instagram
Open Instagram → Tap the “+” → Select Story
Upload your customized slide.

4. Add the Poll Sticker
Tap the Sticker icon (square smiley face at the top)
Select the Poll sticker

Update the 2 response options to:
→ Yes!
→ Absolutely

5. Post Your Story
Tap Your Story to publish.

6. Follow Up with Poll Responders

Check your poll results in your viewer list

‍

We should probably go ahead and recruit Scott Steadman for the creative team at ListingLeads.com. The postcard he shared in our Mastermind Group was that good. From the headline to the body copy to the clear CTA, it nailed everything. Naturally, we had to turn his brilliance into a template you can use for your own Just Sold campaigns.

Here’s why this matters: most “Just Sold” postcards blend into the pile of mail on the counter. They brag about the sale but fail to connect with the neighbor holding the card. This one cuts through. It speaks to the reality of the market, shows proof of performance, and gives homeowners a clear next step. That combination is what creates conversations, and conversations are what lead to listings.

‍