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Absentee Owners / Second Home Seller Letter

Fourteen percent of all home sales this year came from one group: owners who don’t live in the property they’re selling. (Source: NAR)

Second homes. Absentee owners. Landlords dealing with repairs, vacancies, and shifting returns.

They may not be raising their hands, but many are re‑evaluating what they own and why.

This campaign is built to reach them where they are, before they make their next move.Your job? Put it in play and start turning this segment into your next source of listings.

The Anti-Hype Letter

In a shifting market, fear is cheap (and everywhere).

You can’t scroll YouTube without someone predicting the “big crash” or shouting “sell now before it’s too late.”

But here’s the thing: the data says otherwise. Decades of housing history show that every downturn recovers.

Which means panic‑selling is the fastest way to turn a temporary dip into a permanent loss.

That’s why this letter takes the opposite approach. Instead of peddling fear, it positions you as the steady, long‑view professional who helps people sell for the right reasons: fit, timing, lifestyle.

It’s the kind of message that builds trust when others are burning it.Send it monthly to your farm and watch your share of the market grow when confidence is in short supply.

Coming Soon: Skip the Waitlist

Scarcity sells, especially in real estate.

Tell someone they can’t have something, and suddenly it’s all they can think about.

That’s the psychology behind this campaign. It opens with a line most agents would never dare send: “I really shouldn’t share this listing with you…”

From there, it trades in curiosity, not information. No price. No exact address. Just a handful of vivid details, a whisper of exclusivity, and a simple CTA: text “VIP” to learn more.

This isn’t about announcing a listing, it’s about creating demand before it hits the market.Send it, and you’re not just marketing a home. You’re making it feel like an opportunity buyers can’t afford to miss.

IG Poll: A deal that’s hard to find in [City]

You already know the power of Deal of the Week. This version is built for Stories.

We start with the hook, then layer in the details, then highlight the features that make this one stand out. Only after the curiosity builds do you invite them to raise their hand. In recent tests, that structure alone delivered 6x more engagement.

The hook itself? We pulled it from one of the 1,200 top‑performing Instagram posts we track at Listing Leads, and built the rest so you can execute fast.

Not sure which listing to feature?

Start here:

  • Filter for new listings (within the last 7 days)
  • Focus on your target price point
  • Stay in your ideal neighborhood or farm area

That should give you a pool of 50–70 listings.

From there, zero in on the one with the highest saves or views—that’s the listing with heat behind it.

Use this format to test urgency, stay visible with buyers, and stay top of mind.

IG Poll: Stuck?

The data says it all: many buyers aren’t stuck because they’ve lost interest—they’re stuck because they’re not sure what to do next.

Cotality’s latest research found that only 7% described the buying process as straightforward. The rest hit moments of doubt, kept questions to themselves, and moved forward without full clarity. Sometimes they didn’t know who to ask. Sometimes they felt they should already know.

That’s why this poll works. It gives buyers a low‑pressure way to say, “Yep, I’m unsure.” And once they do, you have an open door to guide them—turning uncertainty into momentum, and curiosity into conversations.

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Latest Campaigns
Online Estimate: Should You Move Up Your Timeline to Sell?

Your clients look to you for real market insights—not headlines, not hearsay. Whenever you have a marketable moment—a real success story like a client selling above their online estimate or above ask—it’s a prime opportunity to send an email like this. 

When homeowners see others achieving impressive results, they naturally start wondering, “Could that be me?” That’s herd mentality in action—people are influenced by what others around them are doing, especially in uncertain times. 

This email taps into that psychology, using a compelling example to shift homeowners from curiosity to action. 

Customize the opening sentence with any stat from your client’s experience that demonstrates strong demand in your market.

Should You Move Up Your Timeline to Sell?

Your clients look to you for real market insights—not headlines, not hearsay. 

Right now, you have a chance to control the narrative and provide clarity in a time of uncertainty. 

In some markets, buyer activity is picking up, and well-priced homes are moving. Use this email to guide homeowners toward an informed decision. 

Send it as-is or make it even stronger by adding local data—like the number of buyer appointments you’ve scheduled—to reinforce your point.

Just Sold: Should You Move Up Your Timeline to Sell?

Your clients look to you for real market insights—not headlines, not hearsay. Whenever you have a marketable moment—a real success story like a client selling above their Zestimate or getting multiple offers—it’s a prime opportunity to send an email like this. 

When homeowners see others achieving impressive results, they naturally start wondering, “Could that be me?” That’s herd mentality in action—people are influenced by what others around them are doing, especially in uncertain times. 

This email taps into that psychology, using a compelling example to shift homeowners from curiosity to action.

Customize the opening sentence with any stat from your client’s experience that demonstrates strong demand in your market.

Zestimate: Should You Move Up Your Timeline to Sell?

Your clients look to you for real market insights—not headlines, not hearsay. Whenever you have a marketable moment—a real success story like a client selling above their Zestimate or above ask—it’s a prime opportunity to send an email like this. 

When homeowners see others achieving impressive results, they naturally start wondering, “Could that be me?” That’s herd mentality in action—people are influenced by what others around them are doing, especially in uncertain times. 

This email taps into that psychology, using a compelling example to shift homeowners from curiosity to action. 

Customize the opening sentence with any stat from your client’s experience that demonstrates strong demand in your market.

Should You Move Up Your Timeline to Sell?

Your clients look to you for real market insights—not headlines, not hearsay. 

Right now, you have a chance to control the narrative and provide clarity in a time of uncertainty. 

In some markets, buyer activity is picking up, and well-priced homes are moving—even with rates around 7%. 

Use this email to guide homeowners toward an informed decision. 

Send it as-is or make it even stronger by adding local data—like the number of buyer appointments you’ve scheduled—to reinforce your point.

EOTW: Bonus Black Friday Email

I’m a huge fan of cross-promoting my social media content to my email list. So here’s what I want you to do – when you post your Instagram Black Friday Carousel, send this email to your database and link them directly to IG.

This is a great way to grow your following and help your post go viral.

EOTW: Annual Value Report

Nearly 30% of CMA request leads transact within 12 months.

That’s why sending the Home Value Email is the perfect way to end the year. Start building your Spring pipeline today using this campaign.

TOTW: Gratitude Text

Gratitude isn’t just a feel-good sentiment; it’s a powerful psychological tool. When you express genuine appreciation, it activates positive emotions in your clients, strengthening trust and deepening relationships. Studies show that gratitude fosters reciprocity—clients are more likely to stay loyal, refer others, and feel good about their decision to work with you. It’s a small gesture with a big impact on both personal and professional connections.

EOTW: Don’t call it a comeback

Did you know that 70% of clients work with the first agent who stays top-of-mind?

Consistently reaching out to your database with relevant, valuable insights isn’t just about staying in touch—it’s about positioning yourself as the trusted expert they’ll turn to when it’s time to buy or sell.

VOTW: 5 Proven Tactics to Sell Your Home Fast!

Did you know that 65% of home sellers say they prioritize speed over price when choosing an agent?

Sellers who want to sell fast are highly motivated, making them some of the best prospects you can attract.

To win their trust and business, you need content that not only speaks to their urgency but also answers their key questions and eases their concerns. Crafting the right message can tap into the psychology of decision-making, positioning you as their go-to expert.

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