The 2026 Expired Marketing Blueprint

This page sets the tone for the entire Cannonball.

The Relaunch Plan cover is a comparison. You’re holding up a mirror to their last experience while showing how it could - and should - feel different. Side by side. Old reality versus a reimagined one.

Clear fixes for each breakdown. Better visibility. Better positioning. Better communication. Stronger negotiation.

This is the first page they read, and it should feel like relief.

A fresh start that says: You weren’t wrong. You just didn’t have the right plan.

Expired sellers don’t need more options, they need a clear path. But before they’ll follow anyone forward, three hurdles have to be cleared.

The first is empathy: Do you actually understand what I just went through?

This is the opening shot of the Cannonball. The first contact. The moment you interrupt the noise and reset the narrative before other agents turn desperation into discounting. You’re grounding the seller in facts - real sales, real price ranges, real activity in their area - and calmly pointing out the missed opportunity without blame.

You’re also acknowledging two emotional truths at once: some sellers are ready to act, others are worn down and overwhelmed. Either way, you position timing and strategy as the real stakes of the next few weeks.

Most importantly, this letter works because it arrives with the Relaunch Plan. You’re not just identifying the gap, you’re showing up with a framework and a next step already thought through.

This is exemplifying leadership. And it sets the tone for everything that follows.

This piece is one of the most powerful parts of the Cannonball because it does something most agents avoid: it brings every objection into the open. 

You’re naming the exact thoughts already running through the seller’s head - fear of empty promises, stress, poor communication, being passed off, leaving money on the table. When they read these, they feel understood before you ever speak.

The second hurdle you’ll need to clear with expired sellers:

Are they good at their job?

Let your clients do the talking. Each testimonial is a direct counterpunch to doubt.

The second section zooms out and reinforces that you’re great at your job.

This piece is your proof-of-work that you’re great at your job - clean, visual, and impossible to ignore. The Perfect Resume isn’t about ego or flexing numbers. It’s about removing uncertainty by showing the seller, at a glance, that they’re dealing with a professional who operates at a high level and does it consistently.

Design matters here. This should feel polished and intentional, not crowded or defensive. The stats do the heavy lifting: longevity, volume, pricing strength, recent momentum. No explanations needed.

And here’s the key: if your individual numbers feel modest, don’t undersell yourself. Use your team’s performance.

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This page sets the tone for the entire Cannonball.

The Relaunch Plan cover is a comparison. You’re holding up a mirror to their last experience while showing how it could - and should - feel different. Side by side. Old reality versus a reimagined one.

Clear fixes for each breakdown. Better visibility. Better positioning. Better communication. Stronger negotiation.

This is the first page they read, and it should feel like relief.

A fresh start that says: You weren’t wrong. You just didn’t have the right plan.

This call script is designed to anchor the conversation to the letter and shift the seller from emotion into reflection. You’re inviting them to articulate where things broke down. By reinforcing the three leverage points, you reframe the failure as a strategy issue, not a personal one.

This first letter in the 2026 Expired Listing Blueprint is meant to slow the moment down and reframe what just happened - without blaming the seller or bashing the last agent. You’re speaking to someone who already did the work, took the risk, and still didn’t get the result. That frustration is real, and this message names it directly.

Then you shift the conversation.

By breaking the failed sale into three clear leverage points - presentation, promotion, and price - you give the seller language for what likely went wrong and show them this wasn’t random or personal. It was fixable.

Your goal is simple: restore confidence, establish authority, and open the door for a smarter second attempt - on their terms.

This call script is designed to lower resistance first. Lead with empathy and validate their experience. Data shows sellers are far more open once they feel understood - and far less likely to shut down when you ask permission instead of pushing advice.

Waiting rarely fixes a strategy gap, it just stretches the uncertainty.

This second letter is about helping the seller make a decision without pressure. They’re already replaying the last listing in their head, wondering if they chose the wrong agent, the wrong timing, or the wrong price. This message meets them right there and gives them a clean fork in the road.

Notice the restraint. You’re not chasing them. You’re giving them permission to disengage if they truly believe everything was done right. That confidence is disarming, and it signals experience.

Then you re-anchor the conversation around exposure and execution. You introduce the idea that there is a path forward, and that it’s repeatable, intentional, and proven.

This letter doesn’t explain the strategy yet.

It earns curiosity, reasserts control, and sets up the next message where you show exactly how you operate differently.

This call script is designed to anchor the conversation to the letter and shift the seller from emotion into reflection. You’re inviting them to articulate where things broke down. By reinforcing the three leverage points, you reframe the failure as a strategy issue, not a personal one.

This letter tackles one of the most sensitive topics in real estate, but it does so without accusation or pressure. You’re not telling the seller they were wrong. You’re showing them how the market actually behaves when a listing launches, and why those first few days matter more than most people realize.

The key move here is education, not correction. By introducing the idea that the majority of buyer interest happens early, you help the seller see pricing as a timing and exposure issue, not a judgment on their home’s worth. That shift lowers resistance fast.

You also balance the message with hope. You make it clear that a relaunch - done correctly - can increase results, not just fix mistakes.

This letter positions you as the steady professional who understands the mechanics behind the outcome and knows how to reset momentum the right way.

This call script is designed to reframe pricing without triggering defensiveness. You normalize their original pricing decision, then introduce timing and buyer behavior to explain why small misalignments early on have outsized consequences. The insight about first-week interest shifts the conversation from opinion to logic, which builds trust fast. From there, you move to possibility - showing that a smart relaunch can still win - before offering help in a low-pressure way. The goal isn’t to debate price; it’s to reset the frame and open the door to a better strategy.

This letter is designed to pull the seller out of the national noise and re-anchor them in what’s actually happening right now in their market.

The credibility here comes from specificity. Open houses you hosted. Showings you tracked. Buyers you’ve spoken with. This must be customized with real, hyper-local observations that only someone actively working in the market could know. That “boots on the ground” perspective is what separates you from every generic market update they’ve already ignored.

You’re also reinforcing a key theme from earlier letters: demand isn’t the problem - exposure and execution are. By now, that idea should feel familiar, even obvious, to the seller.

This message restores momentum without urgency.

It keeps you top of mind while gently reminding them that when they’re ready, there’s a smarter way forward.

This call script is designed to steady the seller when everything else is loud. You acknowledge the headlines first, which lowers anxiety and shows awareness, then calmly separate media fear from market reality. By reframing the failed listing as a marketing and exposure issue - not a demand problem - you restore confidence without arguing optimism. The close respects their timing, which keeps you positioned as a guide, not a persuader. The goal here is simple: reduce uncertainty, build trust, and stay top of mind until they’re ready to move forward.

Skepticism fades when strategy becomes visible.

This letter exists to replace hope with proof. After messages of clarity and reframing, now you show - not tell - what happens when the right plan is applied. But this only works if the example is real, recent, and specific.

This must be a personalized case study from your own business. A property the seller can picture. A timeline they recognize. Details that make the outcome undeniable. Days on market. Number of offers. What changed at relaunch. Vague success stories won’t land here, specifics create belief.

Notice you’re not promising the same result. You’re demonstrating what’s possible when presentation, promotion, and pricing finally align. That keeps the message credible and consultative.

This letter is where confidence starts to replace hesitation.

You’re no longer just explaining the problem - you’re showing you’ve already solved it, recently, and right where they live.

This call script is designed to use story as proof. Instead of leading with claims, you let a real example do the work and invite the seller to see themselves in it. That question - did this sound familiar? - creates self-recognition, which is far more powerful than persuasion. By offering specific ideas regardless of the outcome, you position yourself as generous and confident in your process.

This final letter is where you fully step into authority. You’re not easing in anymore - you’re stating facts. Your track record. Your volume. And the clear pattern you’ve seen when homes don’t sell. The problem isn’t the house. It’s the plan behind it.

This message works because it introduces advanced tactics without overwhelming the seller. You’re giving them just enough to realize there’s a different level of marketing they likely haven’t been exposed to—while signaling that you know far more than what fits in a letter.

Each tactic is behavioral, not flashy. It explains why buyers act differently when the launch is engineered correctly.

This is your mic-drop moment - positioning you as the professional who finishes the conversation strong and leaves the next move entirely in their hands.

This call script is designed to establish credibility without bragging. You reference results to create confidence, then immediately shift the spotlight off the numbers and onto strategy. By naming specific tactics, you differentiate yourself from generic agents while keeping the focus on buyer behavior. The “last outreach” line adds respect and scarcity without pressure. The purpose of this call is to clearly position you as the professional with a plan, and then let the seller decide if they want access to it.