Listing Leads

Introduction

Everyone’s talking about how expensive your market’s gotten. But few agents are showing buyers where value still exists — and that’s your edge.

This campaign was inspired by two standout San Francisco creators, Austin Klar and Ruth Krishnan (specifically this video and this video) who are both masters at turning local insight into authority-building content.

That’s exactly what this YouTube script helps you do. It positions you as the go-to expert who knows not only where the best homes are, but why they’re smart buys in today’s market.

Use this video to shift the conversation from “everything’s overpriced” to “here’s where opportunity still lives.”

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

Recommended Audience For This Campaign

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

Recommended Audience For This Campaign

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

Recommended Audience For This Campaign

Used for targeted campaigns like Expired Listings, Silver Tsunami, and FSBOs.
Pull these from platforms like RedX or similar.

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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.

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Three Simple Lists

You need three lists:

Prospects

Recommended Audience For This Campaign

People you haven't done business with.

SOI/Past Clients

Recommended Audience For This Campaign

People you have.

Entire Database

Recommended Audience For This Campaign

All contacts.

These lists let you send smarter without overthinking.

3

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.

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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.

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