When you consistently reach out with relevant insights, your name stays top of mind. Even if people aren’t ready to move right away, they begin to associate you with expertise and value.

That familiarity builds trust—so when the time comes to sell or buy, or when someone needs a referral, you’re the first person they think of.

Emails that offer more than just a sales pitch, like sharing timely market insights or explaining mortgage trends, engage your audience. They show that you're not just here to sell, but to help them make smarter decisions. That kind of value fosters two-way conversations, which often lead to replies, questions, or feedback—turning passive recipients into warm leads.

Zillow’s report shows that the average homeowner spends 6-7 months considering selling before making a move.

That’s why it’s crucial for us to consistently stay in front of them—both in their inbox and on their social feeds.

This campaign is crafted to demonstrate that we understand their journey and are ready to guide them every step of the way.

Zillow’s report shows that the average homeowner spends 6-7 months considering selling before making a move.

That’s why it’s crucial for us to consistently stay in front of them—both in their inbox and on their social feeds.

This campaign is crafted to demonstrate that we understand their journey and are ready to guide them every step of the way.

This SOI (Sphere of Influence) message utilizes Chris Voss's acquisition audit technique.
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The aim is straightforward: remove any pressure from the conversation and gently uncover your client's plans without being pushy or aggressive.

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This is a simple, yet incredibly effective email campaign to send to your prospective sellers and past clients.

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Pro-tip: Follow-up with a personalized text to anyone who opens.

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You don't want to sleep on this one. ⬇️

I just read on Redfin this morning that mortgage-rate locks rose 68% from a month earlier after the Fed announced its interest-rate cut.

We’re going to have a busy end to 2024.

I think we’re on track for a great end of the year.

Affordability is coming down for the first time in 4 years.

Buyer mortgage applications are up 10%.

A lot of people who have stepped out of the market are coming back in.

Let’s be the agents who get in front of our clients with valuable information so we can help them navigate the market.

Providing timely and relevant information about what’s happening in the market right now is crucial to building trust and confidence with the consumer.

This campaign is designed to keep your database informed about what is the second-order effect of interest rates dropping and how it might lead to more inventory hitting the market in the coming months.

Providing timely and relevant information about what’s happening in the market right now is crucial to building trust and confidence with the consumer.

This email campaign is designed to keep your database informed about what is the second-order effect of interest rates dropping and how it might lead to more inventory hitting the market in the coming months.

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You’ve likely seen the news.

The Fed cut rates.

You’ve probably been thinking how do I communicate this update in a way that’s informative and helpful to my audience without coming across as pushy or aggressive.

Don’t worry, I’ve got you covered.

I wrote this bonus campaign for you to use because the timing matters.

Let’s get this sent out to your database ASAP.

Note; the PS is a soft-CTA that you can personalize with your own success story.

Conversations = Appointments.
Appointments = Listings.

Anytime there is a newsworthy event, there’s an opportunity to provide value and get people in your database to raise their hand.

When I read on CNBC that we hit another equity all-time high, I knew it was the perfect opportunity to start a conversation with folks in our database who might be considering selling.

The reason the "Deal of the Week" strategy is part of our weekly plan is because it’s incredibly effective at generating interest and driving activity around a featured property.

So, it’s time to double down on what’s working.

That’s why I created the "Deal of the Week" (DOTW) Farming Campaign.

The idea is simple: if you’re marketing a home as the "Deal of the Week," why wouldn’t you also reach out to the people most likely to be impacted by that sale? The neighbors.

By letting the surrounding homeowners know about the buzz and activity around a nearby property, we create a ripple effect of awareness and interest. This not only highlights the desirability of the neighborhood but also positions you as the go-to expert who understands how to leverage market activity to benefit homeowners.

This approach allows us to turn a single marketing campaign into multiple touchpoints, creating more opportunities to engage with potential sellers and build relationships within the community. It's about maximizing every effort to create the greatest impact and results.

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Conversations = Appointments.
Appointments = Listings.

Anytime there is a newsworthy event, there’s an opportunity to provide value and get people in your database to raise their hand.

When I read on CNBC that we hit another equity all-time high, I knew it was the perfect opportunity to start a conversation with folks in our database who might be considering selling.

We created this campaign for you because it's important to become an advocate for the consumer.

By providing advice through the lens of being a champion of the consumer, you can create build trust.

We'd recommend using this in your next mass-mailing camapaign to your farm.

If you want to be massively successful in real estate, you’ve got to be talking to more people. In order to do that, you need to leverage conversation starters.

Here’s a sample of a simple text script you can use with your prospects (and SOI) to re-engage them based on the recent news happening in real estate. 

Keeping your database informed about what’s happening in the market is mission-critical if you want to build trust. 

Last week, we heard the news that interest rates hit another 52-week low. 

This is the type of good news we have to be sharing with our database.

Email marketing is the highest ROI marketing channel but you can’t just sell all the time. Instead, you have to figure out ways to keep your audience informed and engaged – all while building trust.

So this email is designed to be the ANTI-Buy NOW email. The reality is, consumers are facing historic affordability challenges.

Say that.

It builds trust and confidence with the consumer.

No more date the rate and marry the house nonsense.

My friend, Nik Shewmaker send out 80 letters and has already received 2 Come List Me calls. 80 letters. 2 come list me calls.

Do I need to say more?

Ok, I will :)

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This is a campaign known as the ZMA letter. It’s a simple, but highly effective marketing campaign that helps you start a conversation with prospective sellers. 

Now, the 10% doesn’t matter. It could be 2%, 7.5% or would you sell at this number?

It’s all designed to create a conversation with the seller. 

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If you ask any agent who’s been successful marketing to expired listings, they’ll tell you that it’s vital to stay consistent with your marketing – make the calls, send the emails and mail the letters.

The agent who stays persistent wins.

So I’ve created another letter you can use, in addition to our Expired Letter, to help you stand-out in a crowded market.

In order to build trust and confidence with the consumer, you have to consistently deliver value. Part of our job as professional real estate agents is to keep the consumer informed on important updates.

So when Jerome Powell announces that a rate cut is imminent, it’s the perfect opportunity to engage our database with value.

Every season is a reason to touch base with your database.
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This simple text not only allows you to nurture these relationships, it also positions you as a proactive advisor in their real estate plans.
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Don't overthink it—send this text today. 👇

By contrasting the outdated, passive approach of "homes that sit" with the proactive, high-impact strategies of "homes that sell," we don't just highlight the services we offer—we show sellers that their home deserves the best. We validate their desire for a successful sale by providing proof that with the right approach, they can achieve a higher sale price, faster.

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This messaging isn't just about listing features; it's about instilling confidence. It reassures sellers that by choosing your company, they are making a smart, informed decision that will lead to tangible benefits: more equity in their pockets and a smoother, faster sale process.

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One of the most effective ways to generate high-quality seller leads is through targeted, personalized outreach—like the email you’re about to send to your database. When you share real success stories, such as a client’s home value increasing by $27,500 in just eight months, you’re doing more than just marketing—you’re offering tangible proof of the value you can bring.

Be sure to personalize this message with a real-world example of a CMA you completed for a client.

We’ve moved from the world of information to the world of recommendation. Your customers can search for homes on Zillow, Redfin, and thousands of other sites but what they can’t find is a simple list of the best homes for sale. 

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Drop this poll on Instagram and start generating leads today.

This is a seller activation email designed to provide facts over fear.

In today’s world, consumers are constantly bombarded with news about the real estate market. As professionals, it’s our job to provide you with information that doesn’t induce fear but rather gives you the confidence to make informed decisions.

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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.

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Here's why it works:

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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.

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

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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. 

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We all know that unsolicited CMAs work.

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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. 

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This message gets reinforced through postcards that tout results like: 

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“Sold in 3 days” or “Above Ask Price”

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This devalues our service. 

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So what’s the alternative? 

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Show the sweat.

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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: 

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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

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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.

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

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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. 

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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:

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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.

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

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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.

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

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

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

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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.

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The strategy is simple—

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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.

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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.

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So why not switch it up?

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

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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.

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Try it and see if it works for you.

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

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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.

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

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

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

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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.

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

Asking for referrals can feel hard.

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This script reframes the typical referral script.

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

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

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Try it out. ⬇️

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

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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.

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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.

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So here's what to do instead:

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

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This simple swap will lead to significantly better results.

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

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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?

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

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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.

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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.

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

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Here's the data he shared:

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

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

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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.

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

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

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But that would be short-sighted.

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Happy clients are your best referral sources.

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Try this text message instead.

Sometimes your best content ideas don’t come from other agents, they come from the creators outside our industry who are racking up millions of views.

That’s exactly where this Reel started. We found a viral post from @emilymacleodwellness that’s been viewed 3M times, and rebuilt the format for you.

Here’s why it works:

• “Innocent looking” hits harder than “common mistakes.”
• It speaks directly to homeowners, and taps into a shared fear: no one wants their home to feel cheap.
• It’s a clean listicle. Ten finishes. Scannable. Watchable. Easy to share.

The best part? You don’t have to film anything. We’ve designed this as a text-based Reel, all the content lives in the caption. Just post as-is, or swap in a background photo (or video) of yourself, a listing, or a local scene to make it feel more like you.

This text is short, personal and built to get referrals.

It’s rooted in research from behavioral expert Vanessa Van Edwards, who found that high-warmth cues - like compliments that feel earned - are one of the fastest ways to build trust and spark engagement.

That’s exactly what the opening line does: “You always seem to know someone who’s thinking about moving.”

It makes the person feel seen, connected, and credible.

From there, the message shifts into a  strategic ask where you highlight an opportunity: You’re taking on 1–2 more serious buyers (or whatever that number is for you) this month to help them find an off-market deal.

Use this when you want to re-engage your network without sounding transactional - and start more meaningful conversations that lead to real referrals.

If sourcing off-market homes isn’t something you offer, try this version instead.

This text is short, personal and built to get referrals.

It’s rooted in research from behavioral expert Vanessa Van Edwards, who found that high-warmth cues - like compliments that feel earned - are one of the fastest ways to build trust and spark engagement.

That’s exactly what the opening line does: “You always seem to know someone who’s thinking about moving.”

It makes the person feel seen, connected, and credible.

From there, the message shifts into a  strategic ask where you highlight an opportunity: You’re taking on 1–2 more serious buyers (or whatever that number is for you) this month.

Use this when you want to re-engage your network without sounding transactional - and start more meaningful conversations that lead to real referrals.

IIf you have access to off-market deals, consider sending this version instead.

You’re not just sending an email, you’re making an offer. That’s the power of this campaign.

It’s built to surface serious buyers, fast. The subject line alone immediately qualifies your audience. If they open, they’re raising their hand.

From there, the copy is clear and direct: “I’m going to make you an offer in this email.” That line disarms people. It tells them you’re not here to waste their time, and you’re not offering another seminar, calculator, or generic home search.

Instead, you’re offering what today’s buyers actually want: A great deal.

It ends with a clear CTA: Reply “I’m Ready.”

And the P.S. adds just enough scarcity: you can only take on a few clients per month. That gives serious buyers a reason to act now.

If you have access to off-market deals, consider sending this version instead.

You’re not just sending an email - you’re making an offer. That’s the power of this campaign.

It’s built to surface serious buyers, fast. The subject line alone immediately qualifies your audience. If they open, they’re raising their hand.

From there, the copy is clear and direct: “I’m going to make you an offer in this email.” That line disarms people. It tells them you’re not here to waste their time and you’re not offering another seminar or generic home search.

Instead, you’re offering what every serious buyer actually wants: An off-market deal.

It ends with a clear CTA: Reply “I’m Ready.”

And the P.S. adds just enough scarcity: you can only take on a few clients per month. That gives serious buyers a reason to act now.

If sourcing off-market homes isn’t something you offer, try this version instead.