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Expired Marketing Blueprint
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Introduction
Expired listings present one of the most profitable and overlooked opportunities in real estate. These homeowners are motivated—they’ve already made the decision to sell, invested time and energy, and now feel frustrated and let down by the process. By focusing on expired listings, you can position yourself as the solution they’ve been waiting for.
Here’s why this niche should be a cornerstone of your business:
1. The Numbers Speak for Themselves
Based on available data, nearly 40% of expired listings are relisted within the first 30 days, and many of these homeowners choose to work with a new agent. That’s your window of opportunity. By targeting this group early, with the right messaging and strategy, you can establish trust and secure listings before your competition.
But it doesn’t stop there. Some homeowners take longer to re-engage, which is why a long-term follow-up approach—like our 6-month campaign—can capture those who are ready later.
2. High Intent, Frustrated Sellers
Unlike other lead sources, expired listing homeowners are already committed to the idea of selling. Their frustration isn’t with the idea of moving—it’s with the process that failed them.
These sellers are looking for:
- A proactive agent who can deliver results.
- A fresh strategy that avoids the mistakes of their first attempt.
- Clarity on what went wrong and how to fix it.
When you show empathy, expertise, and persistence, you stand out as the agent who can turn their situation around.
3. A Problem You Can Solve
The primary reasons listings fail to sell are:
- Pricing: The home wasn’t priced correctly for the market.
- Marketing: The home wasn’t effectively marketed to the right buyers.
- Presentation: The home didn’t appeal to buyers visually or emotionally.
With your expertise, these problems are solvable. By targeting expired listings, you’re working with sellers who need your skills—not just someone to list their home again.
Expired listings are a goldmine of opportunity, but success requires more than just sending out a postcard and hoping for the best. It’s about empathy, persistence, and offering clear solutions. With the data we’ve gathered and the systematic approach outlined here, you can turn expired listings into a cornerstone of your real estate business—and build a reputation as the agent who gets results.
Let’s dive into the sequence and strategies that will set you apart in this lucrative niche!
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How to Execute
Expired Marketing Blueprint
Introduction
Expired listings present one of the most profitable and overlooked opportunities in real estate. These homeowners are motivated—they’ve already made the decision to sell, invested time and energy, and now feel frustrated and let down by the process. By focusing on expired listings, you can position yourself as the solution they’ve been waiting for.
Here’s why this niche should be a cornerstone of your business:
1. The Numbers Speak for Themselves
Based on available data, nearly 40% of expired listings are relisted within the first 30 days, and many of these homeowners choose to work with a new agent. That’s your window of opportunity. By targeting this group early, with the right messaging and strategy, you can establish trust and secure listings before your competition.
But it doesn’t stop there. Some homeowners take longer to re-engage, which is why a long-term follow-up approach—like our 6-month campaign—can capture those who are ready later.
2. High Intent, Frustrated Sellers
Unlike other lead sources, expired listing homeowners are already committed to the idea of selling. Their frustration isn’t with the idea of moving—it’s with the process that failed them.
These sellers are looking for:
- A proactive agent who can deliver results.
- A fresh strategy that avoids the mistakes of their first attempt.
- Clarity on what went wrong and how to fix it.
When you show empathy, expertise, and persistence, you stand out as the agent who can turn their situation around.
3. A Problem You Can Solve
The primary reasons listings fail to sell are:
- Pricing: The home wasn’t priced correctly for the market.
- Marketing: The home wasn’t effectively marketed to the right buyers.
- Presentation: The home didn’t appeal to buyers visually or emotionally.
With your expertise, these problems are solvable. By targeting expired listings, you’re working with sellers who need your skills—not just someone to list their home again.
Expired listings are a goldmine of opportunity, but success requires more than just sending out a postcard and hoping for the best. It’s about empathy, persistence, and offering clear solutions. With the data we’ve gathered and the systematic approach outlined here, you can turn expired listings into a cornerstone of your real estate business—and build a reputation as the agent who gets results.
Let’s dive into the sequence and strategies that will set you apart in this lucrative niche!
Before you get started
For best results with direct mail, you’ll want to have these core lists ready.
Before you send a text, make sure you have these three things in place:
Before you send an email, make sure these three things are in place:
Farm List
This is your core mailing audience—used for general awareness and market education. Build your list using the following filters:
- Homeowners who’ve owned for 10+ years
- 50%+ equity
- Areas with strong total commission opportunity (transaction volume × average price)
Start with 1,000 homes. Expand if it’s working. Need help pulling the list? Ask your title rep or use tools like PropStream or Breakthrough Broker.
Radius Lists
Used for campaigns like Just Listed, Just Sold, Magic Buyer, or Pre-Appointment letters.You’ll need the ability to quickly pull 100–200 nearby homes around a specific property.
Specialty Lists
Used for targeted campaigns like Expired Listings, Silver Tsunami, and FSBOs.
Pull these from platforms like RedX or similar.
An Email Tool
You need a platform that lets you send mass emails to your database. Use what you have—FUB, Follow Up Boss, Mailchimp, KVCore, Constant Contact, etc. If you’re not set up yet, get that handled first. You can’t send if you can’t hit send.
Three Simple Lists
You need three lists:
Prospects
People you haven't done business with.
SOI/Past Clients
People you have.
Entire Database
All contacts.
A Plain Text Format
These emails are written to feel personal, not promotional—so keep them clean. Paste them as-is, with a short signature (your name, number, maybe your site). That’s it.
A CRM That Can Send Texts
Most modern CRMs can do this—Follow Up Boss, Lofty, Brivity, Real Geeks, etc. Use your CRM before buying anything new. You’ll want tracking, history, and batch-sending capabilities.
If you do need a mass texting tool, here’s what we recommend. But start with manual sends if you have to.
Three Simple Lists
Texting is for follow-up. And smart follow-up starts with the right filters.
Prospects
People you haven’t done business with.
SOI/Past Clients
People you have.
Entire Database
All contacts.
Engaged Recently
Opened an email or visited your site in the last 7 days.
Not Contacted Recently
No outreach in 30 days (for prospects) or 90 days (for clients).
A Plain Text Format
These aren’t spam blasts. They’re timely, value-based follow-ups. Use their first name. Skip the signatures.
How to Execute
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