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Trying to make sense of this market?
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How to Execute
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Introduction
This week’s email pulls from two of the most respected sources in housing data—Altos Research and ATTOM. Together, they paint a picture that’s more complex than the headlines suggest.
It’s a national view—but one that helps you frame local conversations with more clarity and confidence.
Because even when your market behaves differently, buyers and sellers are still hearing national narratives. Your job is to bring perspective.
Here’s what the latest numbers show—and how to use them to educate, inform, and stay relevant.
This template also includes a direct-response P.S. designed to surface potential sellers—so you can spark the right conversations at the right time.
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How to Execute
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According to ATTOM’s latest U.S. Home Sales Report, the average homeowner who sold last quarter walked away with a 50% profit.
While it’s true that margins are down from their peak and some markets are cooling, it’s also true that many sellers, especially those who’ve owned for 8+ years, are still walking away with sizable equity gains.
This campaign helps you bring that nuance to the surface. It gives you a reason to educate, recalibrate, and start meaningful conversations with the people in your database who may be unsure what today’s market means for them.
When sellers price for the market they remember - not the one they’re in - homes sit, prices drop, or listings disappear.
This email helps you name that disconnect and start the kind of conversation that leads to smarter pricing, stronger positioning, and fewer surprises. We also added a soft P.S. for buyers—because in this market, some well-priced homes are absolute steals.
When sellers price for the market they remember - not the one they’re in - homes sit, prices drop, or listings disappear.
That’s the story behind two new reports from Realtor.com and Clever, and the reason we built this campaign.
The data is clear: 72% of future sellers think they’ll get over asking. Only 42% of recent sellers actually did. Nearly half had to cut their price. And delistings? Up 47% year-over-year.
This email helps you name that disconnect and start the kind of conversation that leads to smarter pricing, stronger positioning, and fewer surprises. We also added a soft P.S. for buyers because in this market, some well-priced homes are absolute steals.
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 this email and got 20 replies.
The best part?
It wasn't their listing.
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.
Not sure which listing to feature?
Start here:
- Filter for new listings (within the last 7 days)
- Focus on your target price point
- Stay in your ideal neighborhood or farm area
That should give you a pool of 50–70 listings.
From there, zero in on the one with the highest saves or views—that’s the listing with heat behind it.
We call this a “fast ball” email because it’s quick, clean, and built to get replies.
It leads with empathy. It sounds personal, even off-the-cuff. And it mirrors the exact conversations many agents are already having right now, where people want to move but feel frozen by uncertainty.
The format is simple on purpose: A short, genuine note that puts a few common scenarios on the table and invites the reader to raise their hand. That’s it.
Let’s get it out there.
Trying to make sense of this market?
Introduction
This week’s email pulls from two of the most respected sources in housing data—Altos Research and ATTOM. Together, they paint a picture that’s more complex than the headlines suggest.
It’s a national view—but one that helps you frame local conversations with more clarity and confidence.
Because even when your market behaves differently, buyers and sellers are still hearing national narratives. Your job is to bring perspective.
Here’s what the latest numbers show—and how to use them to educate, inform, and stay relevant.
This template also includes a direct-response P.S. designed to surface potential sellers—so you can spark the right conversations at the right time.
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
Copy Subject Line and Message to CRM
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Transferring Email Content to CRM
Send
- Copy Subject: Highlight and copy the subject line from your email draft.
- Paste Subject: Open the email blast app and paste it into the subject line field.
- Copy Email Content: Return to your draft, copy the email content.
- Paste Content: Paste it in the message body of the email blast app.
- Review and Send: Check for accuracy, then schedule or send the email.
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