Reaching out to owners of expired listings is a prime opportunity for agents. A well-crafted, personalized, empathetic, and solution-focused letter can turn cold leads into clients. Below are seven expired listing email templates, along with tips for writing and customizing your own.
1. Include agent & neighborhood statistics
Check out the example below for an expired listing letter that goes beyond just claiming local expertise — it proves it. The agent uses hyperlocal market stats to demonstrate real knowledge and includes a clear next step for the homeowner.
Dear [Homeowner Name(s)],
As an agent in [Neighborhood/City], I study the market closely and watch which homes sell and which don’t. I’ve noticed you put your home on the market but didn’t sell. I realize there are many reasons homes don’t sell, and one of those may have been that you simply decided not to move. If that is the case, this letter may not interest you.
However, if you still want to move, here is some information that may be useful:
Last year, homes in the [insert neighborhood/city/etc] sold for an average of [insert percentage]% of the asking price. Many of my clients are surprised to learn homes are selling for the asking price, if not over the asking price.
[Insert Valuable Data/Statistics, for example: According to the National Association of Realtors, the median existing single-family home price was $418,000 in April 2025, up 1.7% from April 2024. Additionally, according to the monthly REALTORS® Confidence Index, properties typically remained on the market for 29 days in April 2025, down from 36 days in March 2025.]
As a real estate professional, I completely understand the stress of putting your home on the market. I pride myself on minimizing that stress by taking a very honest and comprehensive look at your situation and goals. If you’re still considering a move, I’d be happy to provide a no-obligation move analysis. This includes an overview of your goals and my honest opinion about whether they’re achievable in today’s market.
I hope this letter finds you well, and please feel free to contact me anytime.
Regards,
[Your Name]
Based on original script (Source: Breakthrough Broker)
2. Offer a resource guide
This expired listing letter includes a helpful guide that addresses common questions and concerns. Many homeowners feel overwhelmed after a failed sale, so offering immediate value — like a free, relevant resource — can make a strong impression. This brief letter delivers high impact by being both direct and informative.
Dear [Homeowner Name(s)],
Have you heard the news? The real estate market’s values are skyrocketing, houses are selling like hotcakes, and all you have to do to get your home sold is put a sign in the yard.
SO WHAT HAPPENED IN THE CASE OF YOUR HOME?
Fact is, there is more to selling a home than putting it in the MLS and putting a sign in the yard…in any type of market. There has to be a strategic and precise plan in place.
Inside, you’ll find our [Insert Resource Guide, for example: “My Home Didn’t Sell, Now What?” guide, which offers insight into what might have happened and how it can be corrected].
Hopefully, by the time you read this, we will have already met in person, but in case I missed you, let me take a moment to introduce myself!
My name is [Your Name], and I am a real estate agent at [Brokerage Name].
I recently stopped by to show you that I’m more than just another email, phone call, or agent making empty promises.
Your home didn’t sell, and that’s understandably disappointing. It likely disrupted your plans and added stress after all the effort you put into preparing your home. I get how frustrating that can be.
Are you still open to selling?
If so, let’s talk. I’d like to share my Property Marketing Plan so you can see how my team approaches getting results.
In an effort to conserve paper, I did not attach the plan here, so please give me a call, and I’ll be happy to email that over to you!
Take some time to read through this information and absorb it. Please don’t hesitate to contact me if you have any questions about the information you received or anything else I can offer guidance on.
Thanks!
[Your Name]
[Your Phone Number]
This marketing piece is not intended as a solicitation for properties currently in an exclusive agreement with another Broker.
Based on original (Source: Nicki Reichel on Prezi)
3. Ask questions & provide solutions
This letter to expired listings is divided into two sections: a letter to the seller and a questionnaire. This approach is unique and effective because it engages the homeowner by asking questions instead of only sharing information with them. This agent also strategically selected questions that draw attention to distinctive, standout offerings they provide within their real estate listing marketing strategy.
Dear [Seller’s Name],
I’m sorry to see that your home at [Insert Address] failed to sell when you listed it recently.
I realize this must be a frustrating experience for you, and I wanted to offer a solution that can bring you better results.
[Insert Plan/Solution, for example: I believe my Luxury Home Marketing Program can generate more exposure and more excitement for your home than any other agent could achieve for you, leading to a top-dollar sale of your home.]
Please take a moment to review the five questions on the next page and compare my program with any others you may be considering.
It may mean a major difference in the results you get!
Sincerely,
[Your Name]
[Your Company]
[Your Phone]
[Your Email]
The [Your Name] Marketing Difference
1. Has your home been advertised in national Luxury media?
My Solution: Reach affluent buyers via exposure in the New York Times, Wall Street Journal, Robb Report, duPont REGISTRY, and Mansions Global.
2. Has your home been exposed to international markets?
My Solution: Showcase your home with over 60 international ads in key investor markets throughout Asia, Europe, South America, and more.
3. Have you used Big Data to target likely buyers directly online?
My Solution: Target the right buyers based on location, interests, income, and lifestyle with paid Social Media advertising.
4. Has your home been showcased with its own dedicated, mobile-responsive website and video?
My Solution: I’ll increase your mobile and web presence with your own responsive website and high-quality YouTube video.
5. Have you had detailed reporting at your fingertips?
My Solution: I’ll be able to track the activity of all our marketing efforts, including where we are getting the most views. This will help us to gauge the success of our efforts and allow us to tweak campaigns if necessary.
For a detailed Marketing Strategy tailored to your home, please call me at [Your Phone Number] or email me at [Your Email].
Expired listings letter example (Source: LUXVT)
4. Provide an unconventional delivery
Want to guarantee attention? Try attaching your letter to something unexpected — like a roll of paper towels. The letter below uses that exact tactic, combining curiosity with memorability.
It also skips the usual greeting and intro, using the bold, banner-style headline “ABSORPTION” to draw the eye. A creative format like this can help agents stand out in a crowded market. Don’t just take our word for it, try out our spin on this type of letter and send it off with a highlighter!
SPOTLIGHT
A better way to highlight your home.
Dear [Homeowner Name(s)],
I noticed your listing recently expired and wanted to drop off something that might help: a highlighter.
Why a highlighter? Because right now, your home needs one. In a competitive market, listings don’t just need to be shown — they need to stand out.
Here’s the challenge:
Buyers see dozens of similar properties online. If a home isn’t presented with sharp photos, compelling marketing, and strong positioning, it gets passed over, no matter how great it is.
That’s where I come in.
Over the next few days, I’ll be sharing a few more tools to help get your home sold quickly and for the right price. Each one will focus on a specific strategy I use to bring listings back to life and into the spotlight.
If you’re open to a fresh, more strategic approach, I’d love to offer a one-on-one consultation to walk you through it.
Feel free to call or text anytime.
Best,
[Your Name]
[Your Brokerage]
Based on original (Source: Stacey Alcorn on SlideShare)
The Close Recommends
According to the National Association of REALTORS® (NAR) 2024 Profile of Home Buyers and Sellers, 81% of recent sellers contacted only one agent before deciding who to work with. That means the best way to reach expired listing clients is by contacting them with a standout letter before other agents do. To stay ahead of the crowd, consider using a tool like REDX that automatically sends you new expired listing leads and highly accurate contact information before data is available manually.
5. Specify recent sales
Check out this awesome expired listing email template from the NAR. It’s a great starting point for new agents or anyone looking to dive into the expired listing real estate niche. Customize and spice it up with your own language and unique marketing ideas as you gain more experience. Add some pizzazz with pop-by gifts or direct mail campaigns to make it truly stand out!
[Client name and address block]
Hello [Homeowner Name(s)],
I noticed your home listing recently expired — sorry to hear it hasn’t sold yet. The home-selling process can be stressful and exhausting.
Despite current market challenges, I’ve had strong success in your area. Here are a few recent sales nearby:
[insert 2-3 closed sales: two-bedroom, listed for xx months, sold for $]
[insert 2-3 closed sales: two-bedroom, listed for xx months, sold for $]
[insert 2-3 closed sales: two-bedroom, listed for xx months, sold for $]
I’d be honored to take the pressure off your shoulders and help get your home sold. I have several creative marketing strategies to move your property quickly and secure a price that reflects its true value.
I’d love to connect! Please feel free to reach out.
Best wishes,
[Your Name]
[RE license #]
[Firm Name]
[Firm Address]
[Email] | [Phone] | [Social Media Links]
Based on original (Source: National Association of Realtors (NAR))
Generating leads is an essential element of your real estate career. Whether you’re a new or seasoned agent, ensure you know the best real estate lead generation strategies to use.
6. Provide details & tips about expired listings
This expired listing letter stands out with different casing, informal tone, bold text, and bullet points — all designed to hold attention. Instead of pitching directly, it offers a free resource and outlines what’s inside. This format breaks the mold and delivers real value. If using this template, tailor the content to fit your brand and offer.
Are You Fed Up With All the Reasons Your Home Didn’t Sell and Now Want Some Straight Answers?
You want to get on with life. You want to get your home sale behind you. But no one has stepped forward to make an offer.
“Why is this happening?”…
The REAL reasons may shock you!
Dear Frustrated Homeowner…
Does it seem like your home will never sell?
Few people truly understand the frustrations you face trying to sell your home. Perhaps you’re in between jobs and need to start renting. Or maybe you want to buy your next home, but you feel paralyzed because you need to sell this home first.
Maybe you’ve dropped your life savings into this home. And because of the lousy economy or unscrupulous people, you’re now trying to get your money out. The clock is ticking…and with each tick, you lose more and more of your hard-earned money.
My name is [Your Name], and I am a REALTOR® specializing in difficult-to-sell properties.
In Over [#] Years of Marketing “Hard-to-Sell” Properties, I’ve Learned a Few Things About Why YOUR Home Is NOT Selling…
Each home is different and has special problems that make selling it difficult. That’s why I created a special program for people like you. I call it my “Maximum Home Value Audit.” It’s FREE, and there’s absolutely No Obligation Whatsoever to work with me or any other agent.
My audit will show you…
- How to get the absolute highest price the market will pay for your home;
- The difference between Functional and Cosmetic issues with your home, and how easy-to-fix and inexpensive problems may be costing you thousands;
- How to “dress” your home to make it look like it’s worth thousands more (the way you live in a home, and the way you sell a home are TWO VERY DIFFERENT THINGS!);
- I’ll inspect your home and property from top to bottom to reveal true problems affecting its successful sale: from specific condition issues, through lot sighting, home sighting, and location. Then, I’ll tell you how to minimize the impact of negative issues and promote positive features so you can get the very most money for your home…and sell it NOW!
As you can see, because of my experience, my Maximum Home Value Audit is a much higher level of service than what you may have experienced before.
Selling “Hard-to-Sell” Homes Is My Specialty!
And unlike other agents who will tell you anything just to get your listing, I’ll show you EXACTLY what your home is worth with a reliable, real-world analysis. No fancy figures. No hard sales pitches. Just the facts presented in a straightforward, easy-to-understand format for you.
THERE’S MORE: In the process of reviewing your home’s sale potential, I’ll also tell you how to get your property out to the most people possible through the Internet.
You Can Put an End to Your Frustrations…Stop the Hemorrhaging Flow of Your Equity Down the Drain, and Get On With Your Life RIGHT NOW!
I know there’s a tendency to put this letter aside or “think about it later.” But every minute you spend sitting on an unsold home is costing you money! And in today’s overcrowded market (with more listings than buyers), you need to know all the smart ways to advertise and show your home to get a fast, top-dollar sale.
Right now, you can take advantage of my FREE, No Obligation “Maximum Home Value Audit” by simply picking up your phone, and calling my Fast-response Hotline at 222-2222.
You have thousands of dollars and valuable time to gain…and absolutely NOTHING to lose by calling now. I look forward to hearing from you!
Sincerely yours,
[Insert Your Name]
P.S. Right now, you can end the frustrations of sitting on a home that simply won’t sell! You can stop flushing money down the drain with each passing day…and get on with your life, simply by taking advantage of my FREE, No Obligation “Maximum Home Value Audit.” So call my Fast-response Hotline right now at [Insert Number], and say goodbye to your old home…and hello to new freedom!
Based on original script (Source: Agentinnercircle.com)
7. General expired listing template
If you’re a do-it-yourself kind of agent and want to write an expired listing letter from scratch, use our expired listing letter template below and personalize it as needed to each property owner and your observation of past sales performance.
Dear [Homeowner Name(s)],
I know you’ve probably gotten dozens of letters like this since your property didn’t sell, so I’ll be brief. Let’s face it, selling your home in [Insert City] can be incredibly stressful. It’s so frustrating and such an inconvenience when your home stays on the market for too long.
Even though [Name of Previous Agent] is a great real estate agent, I think he/she/they may not have been the right person to sell your house. Here’s a quick summary of the main issues I found:
[Bullet point issue(s) you found with the property listing and give a brief explanation of why they were an issue]
For each of the issues listed above, here are the proposed solutions that I would recommend to successfully relist and sell your property:
[Bullet point the solution(s) to each of the abovementioned issue(s)]
I’m confident that I can help you succeed in selling your property, and I also have the resources of [Brokerage Name] at my disposal. At [Brokerage Name], we focus on selecting the most effective marketing, lead generation, and exposure strategies to sell your home in a timely manner while making you the most money.
Call us to set up a free strategy session so you can evaluate the value of our services before moving forward. My direct contact information is [Phone Number] and [Email].
I look forward to hearing from you,
[Signature]
[Your Name]
[Phone Number]
[Email]
The Close Recommends
Differentiate yourself from your competition with eye-catching expired listing mailers. For example, ProspectsPLUS! provides customizable postcards for expired listings. It includes prewritten copy that appeals to expired listing leads, like “What could have been done differently?” or “Four questions you should ask about your expired listing.” ProspectsPLUS! can help you get a higher return on investment (ROI) in your marketing.
Tips for writing an expired listing letter
Templates are a great starting point, but the most effective letters feel personal, not canned. Use the tips below to customize your expired listing letter so it stands out and drives results.
- Express empathy and be clear about your intentions: Understanding how the homeowner feels about the lost transaction is important. Acknowledge the homeowner’s frustration and clearly state your reason for reaching out. This helps lower resistance and encourages them to keep reading.
- Describe the previous sale issue: Point out common issues, like overpricing or poor marketing, and explain how they may have affected the previous sale. Show that these problems can be fixed.
- Explain what you would do differently: Outline how your strategy differs and why it works. Be specific about the solutions you offer and what the homeowner can expect if they work with you.
- Give sellers a reason to look to the future and mention your brokerage: Offer a glimpse of what it’s like to work with you and your brokerage. Help the homeowner look forward, not backward, and feel confident about relisting.
- Have a strong call to action (CTA): Encourage them to reach out, visit your website, or schedule a consultation. Sweeten the offer with a free comparative market analysis (CMA) report or strategy session
- Include all your contact information: Prominently display pertinent contact information in the letter, such as email, website, and social media handles. The best place to include such information is beneath your signature. You don’t want to make it difficult for property owners to get in touch.
Why personalize your expired listing letters?
You’re not the only agent reaching out to expired listings. After a frustrating experience, homeowners are unlikely to respond to a generic letter, especially if they’ve received a dozen just like it. Personalization helps you stand out!
Using a template speeds things up, but take the time to research each property and owner so your message feels relevant and intentional. Focus on the following:
- Length of time the property was on the market
- Original listing price and subsequent price drops (if applicable)
- Estimated market value according to your CMA
- Condition of the home
- Name and experience of the previous agent
- Homeowner’s name and any other available details
- Listing marketing strategy (e.g., Was it properly photographed or staged? Was the description accurate? How was the home staged?)
Once you have this information, reference a few details in your real estate expired listing letter. This will make every letter feel like it was written personally for the homeowners, which helps you build trust with the recipients and sets you apart from other agents.
What to avoid when drafting the expired listing letters
You only have a moment to make an impression. Once you gain a homeowner’s attention, avoid these minor mistakes that could jeopardize that opportunity.
- Sending lengthy letters: Keep it brief. Long letters often go unread.
- Skipping the proofread: You want to be clear, concise, and professional. Typos and sloppy punctuation look unprofessional.
- Speaking poorly of past agents: Although you will have to discuss why the previous agent failed to sell the property, continue to be professional and don’t talk poorly about the agent. Your criticism of the seller’s previous agent will reflect your ability to stay professional.
- Making false promises: Avoid making unrealistic claims just to win the listing. Setting false expectations damages trust and credibility.
Simple ways to follow up after sending an expired listing letter
Sending a strong expired listing letter is a great first step, but if that’s where your outreach ends, you’re leaving listings (and commission) on the table. The truth is, most expired homeowners won’t respond to your first message. That doesn’t mean they’re not interested; they just need a little more trust, clarity, and consistency from you.
1. Make a polite follow-up call
Call a few days after the letter goes out. Keep it friendly and reference the letter directly:
“Hi [Name], just checking in to see if you got the letter I sent about your home on Oak Street. I’d love to hear if you’re still considering a move and if I can help.”
If they don’t answer, leave a brief voicemail; don’t immediately call back again the next day.
2. Send a quick text or email with value
Text or email a helpful tip, market stat, or short article. Example:
“Hi [Name], just sent over a quick article on pricing strategy in today’s market. Thought it might be helpful as you think about your next steps.”
This keeps the conversation going without coming on too strong.
3. Drop off something tangible
Deliver a small item with real value, like a one-page CMA, a neighborhood market update, or a “Why Homes Don’t Sell” checklist. Attach a sticky note with your name and number (handwritten is best).
Bonus: Branded materials leave a stronger impression!
4. Offer to answer questions, no strings attached
Sometimes the best follow-up is simply being available. Let them know you’re happy to answer questions about why their home didn’t sell or what the market’s doing now, with no obligation to relist with you.
This builds trust and opens the door for future conversations.
5. Mix up your channels
Don’t rely solely on one method. Combine phone, text, email, and even doorstep leave-behinds. The variety keeps your name top of mind without becoming a nuisance.
Persistence works best when it feels helpful, not pushy.
Frequently Asked Questions (FAQs)
What happens when a listing expires?
Once a listing expires, the seller can choose to relist with the same agent or hire someone new — no penalties involved. A new listing must be created on the MLS regardless. However, the original agent typically retains the right to close the transaction if the property is under contract when the listing expires.
Are expired listings good sources of leads?
Yes. Expired listings are often overlooked but offer strong potential. You can significantly expand your business by taking advantage of this market’s motivated sellers, lower competition, and greater conversion rates. Follow these real estate scripts, cold-calling scripts, and For Sale By Owner (FSBO) scripts to generate more expired leads and clients.
What is the difference between expired listings and withdrawn listings?
An expired property listing was listed for sale but did not sell within the specified listing period. In contrast, a withdrawn listing has been taken off the market before the listing agreement expires.
What do you say when you speak to an expired listing lead?
Lead with empathy. Listen to the homeowner’s concerns, address what went wrong, and offer realistic solutions. While using an expired listing script can provide a helpful framework for your conversation, remember to tailor your approach and ensure that your interactions with the lead are authentic.
Bringing It All Together
When generating expired listing leads, letters are one of the best ways to connect with homeowners and show them how you stand out from other agents. A great expired listing letter can win new clients and help you establish authority in your farm area. Rather than getting bogged down in writing, why not kick off your lead generation efforts with a ready-to-use expired listings letter template? Let’s get those new leads rolling in!
Tell us about you so we know what to send.
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