Every time you sell a home, it's an opportunity to circle prospect around the neighborhood and execute what we call the Value-Based Voicemail strategy.

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The strategy is simple—

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1. Give them valuable information about the sale that they might not find online.

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2. Ask them if they know of anyone who's thinking about selling, to have them give you a call.

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This exact script landed Connie Carlson another listing opportunity just after she sold her listing $40K over the asking price.

Let's be honest—sometimes it can be easier to call your colleague's past client list than it is to call your own.

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So why not switch it up?

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Using the Buddy System CMA strategy, swap lists with a colleague.

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Here's the exact script you can use.

This is a tactic we like to call The Matchmaker Strategy.

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Here's how it works:

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1. After you sell a property, call your buyer leads using the first script.

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2. Then, after you call your buyer leads, call homeowners in the area using the next script.

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It's that simple.

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Try it and see if it works for you.

Don’t wait until you secure the listing to start building relationships with the neighbors.

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Here’s a technique to implement as soon as you book the listing appointment:

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1. Build a list of nearby homes using a tool like Propstream.

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2. Enrich the list with contact information (skip tracing).

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3. Use the following script to make calls and send personalized emails.

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If the first time the neighbors hear from you is when you’ve sold the home, you’re missing valuable opportunities.

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By consistently engaging with neighbors at each stage of the listing process, you’re doing more than selling a home—you’re building your listing pipeline.

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This strategy can effectively transform one listing opportunity into two or three additional ones.

Asking for referrals can feel hard.

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This script reframes the typical referral script.

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The phrase "One more thing" are magic words that you can slide into the end of a conversation with your client. 

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From there, make a genuine offer to help someone in their network.

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Try it out. ⬇️

One of the ways you can find hidden sellers is by using the right script when you call your buyer leads.

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Now, when most agents call their buyer leads, they ask, "Do you have a home to sell?" in hopes of getting the listing appointment.

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The problem? Most consumers will immediately put up a wall.

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Because they're contacting you to schedule a showing, to try to find a home—most of them don't want to talk about putting their home up for sale just yet.

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So here's what to do instead:

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Instead of asking that question at the beginning of the conversation, use the following script after you book the appointment.

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This simple swap will lead to significantly better results.

Almost everyone has a prediction on where they think the market is headed.

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And it's a really interesting angle for engaging 1-to-1 with your SOI: What do they think is going to happen with the market?

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This 3-part text script is an opportunity to find people who are thinking about selling, but who haven't yet raised their hand.

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Here's how to start the conversation. ⬇️

Chris Voss talks about a negotiation technique he calls an Accusation Audit. It's an preemptive approach that defuses any negative thoughts the other side might be thinking by proactively addressing them.

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So for this strategy, by framing a hypothetical question with, "I know this is a bit of a crazy question," you create a safe space to have an open dialogue and explore with your prospect.

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Here's the script you can copy/paste.

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Send this to 5 of your clients in your database this afternoon.

Proactively sending CMAs is a killer strategy.

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It's exactly what Ken Pozek and his team did to generate $80,000 in commission.

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Here's the data he shared:

• 30 CMAs 
• 12 Appointments Booked
• 5 Listings (all closed) 
• 6 Deals in total (1 doubled-ended) 

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Here's the exact script his team used when they reached out to their SOI with their CMA. 

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Imagine if you started executing 5 of these a week?

You've probably got a database full of clients who are never going to sell their house.

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Because if they were to buy their same house again today, their mortgage payment would be more than double.

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It makes sense why you might think that there isn't much value in staying in touch with these folks…

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But that would be short-sighted.

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Happy clients are your best referral sources.

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Try this text message instead.

How do you generate more listings?

Have more conversations.

Here's how:

Professional agents study the market daily, but most don't do anything with that insight unless asked.

Here's what I want you to do:

The next time you review recent sales, text someone in your SOI who lives near that property.

This is a 1 to 1 market update that is…

Easy to digest.

Personalized.

Relevant.

When you get a response, provide them with all the information about the sale and offer a free home valuation report.

Start doing 5 of these a day and watch the magic happen. 🚀

Every time you complete a CMA, it's an opportunity to start more conversations—and book listing appointments.

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S/O to Steve Stych who sent the exact letter that you'll see below, and got a listing appointment that turned into a signed listing. He then sold that listing in 2 days. The total cost to mail out the letters was about $225. And the GCI he's generated from this campaign? $15,000.

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Take your most marketable CMA and turn it into a direct mail campaign to generate seller leads every week. 

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The process goes like this:

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1. Do 5-10 CMAs per week.

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2. Highlight the most notable one.

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3. Send out this direct mail letter.

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Pro-Tip: Include your selling programs on the right side of the letter so they know their selling options.

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This is how you generate high-quality leads without paying a profit-crushing referral fee.

This tactic is fire.

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If you want to generate more opportunities with less effort, take your best performing email or social campaigns and turn them into a postcard/letter that you can mail to your farm. 

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Doubling down on your winners is how you can get more listings in a low inventory market.

This tactic is fire.

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If you want to generate more opportunities with less effort, take your best performing email or social campaigns and turn them into a postcard/letter that you can mail to your farm. 

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Doubling down on your winners is how you can get more listings in a low inventory market.

If you're looking for a strategy to build instant rapport with prospects, it's this one.

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Every homeowner wants to feel like they made a smart investment buying when they did, where they did.

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This is an opportunity for you to affirm their decision and prove it with relevant market data.

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The flattery angle is a smart way to engage the consumer, provide value, and build trust.

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And of course, don't just send the campaign and stop there.

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Hit the phones to follow-up.

If buyer demand is on the rise in a particular neighborhood, this is a great campaign to send:

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1. It educates the potential seller on the current market trends they should know about.

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2. It creates a sense of curiosity about their home's value.

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3. It positions you as the local expert.

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Send this direct mail campaign out to a hot neighborhood near you and hit the phones to follow-up.

This is a great angle that answers the question "Why should I sell now?" 

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Here's why it works:

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1. It highlights relevant, specific market trends that they'd care about. You're not waiting for permission to be helpful. You're actively bringing information to them that they should know about.

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2. It includes a compelling, direct response CTA.

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3. It builds rapport and trust. It makes the communication feel more personal and less like a standard sales pitch.

Most people don't know all their options when it comes to selling their home.

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Whether it's a Cash Offer, Fix & Flip, Buy Before You Sell, or a Traditional Sale—educate the consumer on the options they have when they work with you.

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This direct mail letter is a great example—it's value-first, but it includes a section where they can compare their options.

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This is a subtle way to provide value, build trust, and educate the consumer on how you can help them navigate this market.

This is a fantastic Just Sold angle.

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S/O to Cole Team Real Estate for executing this brilliantly.

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This is a strategy we like to call Market your marketing.

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It's one of the best ways to turn your recent sales into more listings.

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This is more than just a success story, it's proof that you're great at your job.

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By highlighting a specific marketing metric, you demonstrate your ability to get their home in front of more prospective buyers—something sellers value a lot.

There's power when you tell the truth in your marketing.

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Bill Bernbach, an American advertising creative director, said “A small admission gains a large acceptance.”

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This is a principle in advertising.

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Tell people what they already know with your direct mail marketing. 

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This strategy is a perfect example.

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Bonus: We used Yellow Letters Complete to create this campaign. They handwrite the notes using a robot, and you can add a custom sticky note that we find to be extremely effective in eliciting responses.

This direct mail campaign generated a $2M listing. 

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Total spend, $1,200.

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We targeted 1,000 neighbors who had owned their homes for more than three years and had a property value of over $1.5M.

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Here’s why it worked:

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1. We had social proof (“Your neighbor hired us”).

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2. We provided specifics about the sale that couldn’t be found online.

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3. We shared a relevant statistic that piqued their curiosity.

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Most importantly, we had a clear and direct call to action targeted towards serious sellers.

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Bonus: We used Yellow Letters Complete to create this campaign. They handwrite the notes using a robot, and you can add a custom sticky note that we find to be extremely effective in eliciting responses.

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The cost is about $1.20 per piece.

This strategy is called Zillow vs Agent.

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(S/O to Jacob Stark for executing this strategy.)

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First, a question for you: What happens to the Zestimate when you list a property?

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Right—it changes to the list price.

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Talk about the biggest punch in the gut.

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If you list a property for $500,000 and you sell it for $500,000…it doesn't appear that you did anything. You simply sold it for the Zestimate.

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What most people don't realize is that maybe two weeks ago, the Zestimate was $430,000.

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But you had no record of proof that you actually sold that property for $70,000 above the Zestimate.

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Here's how to take advantage of that—

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Before you put the home in the MLS, take a screenshot of the Zestimate.

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Then after you sell it, you have a before and after to showcase how great you are at your job.

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Here's the exact copy to use in your letter.

1 listing appointment, 120 letters sent.

Here's how the ZMA works:

1. Print out a screenshot of their Zestimate

2. Add a handwritten sticky note with the CTA—Would you sell for 10% more than this? (feel free to adjust based on your market)

3. Mail to your farm. Handwritten is better than mass-produced.

Pro-tip: Use Propstream to build your list and use the following parameters:

7+ years

4%+ interest rate

Owner occupied with 30%+ equity

Of course, feel free to adjust based on your own knowledge of the market.

You’re going to love this strategy. 

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We all know that unsolicited CMAs work.

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What you need to do next is take your most marketable CMAs and turn them into a direct mail campaign to generate seller leads.

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The process goes like this:

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1. Do 5-10 CMAs.

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2. Highlight the most notable one.

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3. Send this letter to your farm.

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This is how you generate high-quality leads without paying a profit-crushing referral fee.

Just Sold Letters + Circle Dialing works.

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The following campaigns resulted in multiple listing appointments.

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Here's the pro-tip:

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1. Build a targeted list. Ideally, homes that fit in your local "sell-box."

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2. Create a campaign that provides information the consumer can't find online (i.e. # of offers, # of showings, etc.) with a simple and clear call-to-action. Don't include the final sale price—that gives potential sellers a reason to call.

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3. Make your offer clear and compelling.

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And finally, don't wait for the inbound calls. 

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Hit the phones to follow up. 

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This needs to become an SOP every time you sell a home.

There are probably people in your database who bought a house with a real estate agent who no longer carries a license.

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They've been left to fend for themselves and probably have no relationship with an agent at this point. 

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If you were to market to them…here's what you might say.

You're either going to love or hate this strategy…

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We've all heard the stat that 87% of consumers say that they'd work with their agent again, but only 12% do. (Source: NAR)

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Part of the reason why that is, is because the consumer never hears from their agent again after they buy or sell.

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This strategy speaks to those folks directly.

This letter generated a $2,100,000 listing that sold in 2 weeks.

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While your competition is asleep at the wheel sending their generic, Just Listed and Just Sold postcard, there's an opportunity to stand out in the mailbox by providing useful information that's personalized to their market.

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We sent this letter to 1,497 North Hills homeowners. Total cost, $1,047.

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Here's why it worked:

1. The audience matches the message

2. The call-to-action answers the "Why now?" question

3. The social proof creates confidence

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Don't believe the adage that it takes 12 months to generate an ROI from direct mail. 

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A well crafted message that has a clear call to action can drive immediate results.

Every buyer is an opportunity to get a new seller. 

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That's why when you have buyers who are looking in a specific neighborhood, send out a direct mail campaign that describes who they are and what they're looking for.

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S/O to Jason Cassity for going the extra mile for his clients using this strategy.

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Would this strategy work in this market? 100000000%.

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Don't stress about the market, your competition, or the economy—focus on what you can control.

Every buyer is an opportunity to get a new seller. The Magic Buyer letter is simple:

1. Write a letter to homeowners who live in the neighborhoods where your buyers are looking to live.
2. Be specific in describing who your buyers are and what they're looking for.
3. Encourage these homeowners to contact you if they're interested in selling.

Would this strategy work in this market? 100000000%.

Don't stress about the market, your competition, or the economy—focus on what you can control.

One of the best ways to turn your recent sales into more listings is to use a technique we call: Market your marketing.

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35,234 people saw this on Facebook is an irresistible hook.

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This is more than just a success story, it's proof that you're great at your job.

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By highlighting a specific marketing metric, you demonstrate your ability to get their home in front of more prospective buyers—something sellers value a lot.

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So the next time you sell a home:

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Take a single WOW metric from your advertising or marketing campaigns.

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Send this email.

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Then, record a video and share it on social media.

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Then, mail a letter to nearby neighbors.

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Rinse and repeat.

The thought "selling is a bad idea" has crossed the mind of nearly every seller at some point.

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Rather than resorting to the usual "now is a good time to sell" pitch often used by Realtors, let's tackle the issue directly.

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Selling your home is painful.

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It's emotional.

It can be overwhelming.

And it costs $$$.

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Even when it's easy, it's not.

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There's an adage in marketing, a small admission is how you gain large acceptance.

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So let's address the pain head-on.

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This campaign can also be used for a direct mail letter and a short-form video on social media.

This is a strategy we call "Land & Expand."

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It's a technique to bridge the gap between marketing and sales. Which means, you'll send a marketing email to a targeted list with a targeted message. Then follow-up with a text:

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Hi [First Name], 

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Hope you’re well my friend. I just sent you an email. 

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Let me know if you fall into bucket #1, #2 or #3 🙏

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Chances are they'll get the text before they see your email. So you'll start the conversation via text, prompt them to check their email, and hopefully respond to your text to continue the conversation.

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The goal of this strategy is to get a good sense of where your past clients fall in their seller journey as you think about your sales pipeline.

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Are they 6-12 months out from selling?

2-4 years from now?

Maybe more?

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As you get more information and more context about their plans, add those notes to your CRM and start to be helpful right now to help them achieve whatever it is they want to achieve this year.

You probably have potential sellers in your database who are curious about whether they'd benefit more from renting or selling.

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So, why not speak directly to this particular prospect and offer them a Rent vs Sell Analysis?

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You might be surprised with the responses you get.

We all know that reviews matter.

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But if we're honest, most of us might miss the opportunity to capture the story and the sentiment from a happy client after the transaction.

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This is an email you can send to your past clients immediately after you help them complete the transaction.

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The best part?

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It actually includes five questions to make it easier for them to leave a review.

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Be sure to include the link to where they can write the review, right in the email.

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If you do success stories with your past clients, you can also use these questions in your interviews.

This is something that isn't talked about enough—how much the seller will actually walk away with after the sale.

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Use this script to provide incredible value to potential sellers.

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Pro-Tip: PalmAgent ONE is a fantastic app to help you with Net Sheets estimates.

This is a situational script that has CRUSHED.

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You can uncover buyer and seller leads simply by asking permission.

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Should I contact you if…[insert scenario]

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...rates drop below 6%?

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...a home near your property sells?

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...they do a price reduction on 123 Main Street?

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That's it.

This exact email landed Jason Cassity an $800,000 listing appointment. Don't overthink it…

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Send this to your database today. ⬇️

This is a simple, yet incredibly effective email campaign to send to your prospective sellers and past clients.

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Pro-tip: Follow-up with a personalized text to anyone who opens.

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You don't want to sleep on this one. ⬇️

When a home sells with impressive numbers, that story deserves to be told. It’s proof of what’s possible when strategy, presentation, and expert marketing come together. This Just Sold postcard turns your results into a powerful announcement: something is happening in this neighborhood - and you’re the agent making it happen.

Use it to showcase more than the sale itself. Highlight the process, the attention it generated, and the outcome you delivered. Real stats - views, offers, days on market, over-ask price - build credibility and spark curiosity from nearby homeowners who wonder, “Could that happen for me?”

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Nearly 30% of CMA request leads transact within 12 months, which makes home value reports one of the most effective tools for generating future business. This postcard was built to capture that momentum. It grabs attention with a simple truth: those quick-click home valuations miss the mark more often than not. They can’t read the market shifts, the neighborhood upgrades, or the story behind the sale. You can.

Use this campaign to spotlight your expertise and expose the limits of online tools. Strengthen the message with a real example - where an automated estimate undervalued your client’s home by $XX,XXX - and watch how fast trust turns into opportunity.

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In a stack of mail, this one stands out.

When you’ve got a listing with true wow factor, you don’t need to oversell it—you just need to get it noticed. This Just Listed postcard does exactly that. The headline (“7 reasons to love…”) sparks curiosity, and the clean layout makes it effortless for readers to scan and imagine who this home might be perfect for.

Use this campaign to spark word-of-mouth momentum. It’s designed to reach the people your network knows - friends, family, or coworkers who might be looking before they’ve even started their search.

Most agents wait for homeowners to think about selling before they talk about home value. Big mistake.

Lower rates are back in the news, activity is ticking up, and homeowners in your database might be wondering what it means for their home.

This campaign removes the biggest objection right out of the gate (“but I’m not selling”) and makes it easy for homeowners to say yes to a simple, valuable update.

Home equity emails have always been top performers - but paired with today’s lower-rate momentum, they become even more powerful.

Use this campaign to reengage your database, deepen trust, and create new listing opportunities.

Most agents wait for homeowners to think about selling before they talk about home value. Big mistake.

Lower rates are back in the news, activity is ticking up, and homeowners in your database might be wondering what it means for their home.

This campaign removes the biggest objection right out of the gate (“but I’m not selling”) and makes it easy for homeowners to say yes to a simple, valuable update.

Home equity emails have always been top performers - but paired with today’s lower-rate momentum, they become even more powerful.

Use this campaign to reengage your database, deepen trust, and create new listing opportunities.