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IG Reel: A Slower Sale is Normal
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How to Execute
Video Walkthrough
Introduction
This Reel is for the sellers who are feeling anxious, and for the agents who want to speak to that emotion with honesty.
The campaign was inspired by a fantastic post from Shannon Gillette, who nailed what so many homeowners are feeling right now: “We’re doing everything right… so why hasn’t it sold?”
We took that message and reshaped it into a simple, text-based Reel you can post as-is with a reassuring message that normalizes slower sales and reminds sellers: it’s not just you, this is the market.
Update the “average days on market” to match your area, choose a reflective or trending audio, and post it.
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Examples
How to Execute
IG Reel: A Slower Sale is Normal
Introduction
This Reel is for the sellers who are feeling anxious, and for the agents who want to speak to that emotion with honesty.
The campaign was inspired by a fantastic post from Shannon Gillette, who nailed what so many homeowners are feeling right now: “We’re doing everything right… so why hasn’t it sold?”
We took that message and reshaped it into a simple, text-based Reel you can post as-is with a reassuring message that normalizes slower sales and reminds sellers: it’s not just you, this is the market.
Update the “average days on market” to match your area, choose a reflective or trending audio, and post it.
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
Customize Canva Templates to Match Your Brand
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Post to Instagram
Send
Step-by-Step: How to Customize This Instagram Reel
Step 1: Open the Canva Template
Click the Canva template link we’ve provided. It’ll open in your browser.
(If you don’t have a Canva account, you’ll be prompted to create a free one.)
Step 2: Customize the Visual (optional)
You can either use the template as-is—or swap in your own background image or video.
To personalize it:
- Click “Uploads” in the left-hand menu
- Drag in your media (a clip of your city, a showing, or something else)
- Drop it into the background layer of the slide
Step 3: Keep or Tweak the Text
The default text is ready to go, but feel free to adjust the wording if you want to localize or rephrase slightly.
Just make sure to keep the message educational, clear, and written in your voice.
Step 4: Download Your Reel
Click “Share” → “Download”
File type: MP4 → Save to your device.
Step 5: Post on Instagram
Open Instagram → Tap the “+” → Choose “Reel”
Upload your video and paste in the caption we’ve provided.
Record the Video
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Thinking about making a low offer? Read this first.
Lowballing can work—but only if we’re smart about it.
Here’s what we’ve learned:
- The timing has to be right.
If a home’s fresh on the market, sellers aren’t budging. We look for listings that have been sitting 60–90 days. If it’s been pulled and relisted? Even better. That usually signals they’re open to negotiation. - Our terms need to be clean.
We’re talking strong financing, short inspection window, flexible close. The smoother we make the rest of the deal, the more likely they are to take a lower price seriously. - We keep the ask reasonable.
A 10–15% discount might fly. But coming in way under just kills the offer. Low doesn’t mean unrealistic. We don’t throw numbers at the wall—we make offers that stick.
And yes—having the right agent matters more than most people think. A thoughtful, professional approach goes a long way.
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Video Walkthrough
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