Connecting with owners of expired listings and helping them sell their homes is a significant opportunity for agents. Crafting an expired listing letter with empathy, intelligent solutions, and a personalized touch is the key to converting these clients. I’ve compiled seven expired listing email templates to help you get the best results. Use the templates below and read along to learn how to write and personalize your letters.
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 demonstrates a deep understanding of the local real estate market by discussing hyperlocal neighborhood statistics and provides a clear next step for the homeowner to take advantage of the valuable information provided.
Dear [insert homeowner name(s)],
As an agent in [insert neighborhood/city/etc.], I study the market closely and watch which homes sell and which don’t. I’ve noticed that you put your home on the market and 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.
According to the National Association of Realtors, the national median existing single-family home price as of July 2024 was $428,500, up 4.2% from the same month of 2023 ($411,200). Additionally, there is currently a 3.9-month supply of available homes for sale, a 21.9% increase from last year of the same month.
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 are still considering moving, I would like to offer you a no-obligation move analysis. A move analysis examines your overall goals, and then I give you an honest opinion as to whether or not your goals are feasible.
I hope this letter finds you well, and please feel free to contact me at any time.
Regards,
[Insert Your Name]
Based on original script (Source: Breakthrough Broker)
The body of your letter can also offer a different service, like a home valuation, and direct owners to a custom real estate landing page. When you use a real estate software program like Real Geeks, creating a custom landing page specifically for expired listing clients is extremely easy and effective.
Real Geeks provides customizable website and landing page templates, including Internet Data Exchange (IDX) search functionality and custom lead forms. It also has a detailed customer relationship manager (CRM) and automated marketing tools like email and text to help you nurture your leads and clients.
2. Offer a Resource Guide
This sample expired listing letter is delivered with a resource guide directly addressing most expired listing owners’ questions and thoughts. Since most homeowners who could not sell their house feel overwhelmed and confused, they will likely be receptive to someone who instantly provides value by answering their most urgent concerns. This short expired listings letter packs a big punch by being brief and offering a comprehensive resource for free.
Dear [insert 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 “My Home Didn’t Sell, Now What?” guide that will offer 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 on the chance I missed you, let me take a moment to introduce myself!
My name is [insert name], and I am a real estate agent at [insert brokerage name].
The reason for my recent visit is to show you that I’m more than just another phone call or email…or another real estate agent making promises they can’t fulfill.
Your home didn’t sell, and there’s probably some disappointment. This has likely caused some disruptions in your life and possibly delayed future plans. You put a lot of work into getting your house ready to sell, and I can only imagine the frustration you must feel now that it didn’t.
Are you still interested in selling your home if you could get the right offer?
If so, then we should talk. I’d like to show you our Property Marketing Plan so you can see my firm’s approach to selling real estate.
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. If you have any questions about the information you received or anything else I can offer guidance on, please don’t hesitate to contact me.
Thanks!
[Insert Your Name]
000-000-0000
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 INSERT 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.
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 [INSERT 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 [INSERT YOUR PHONE] or email [INSERT YOUR EMAIL].
Expired listings letter example (Source: LUXVT)
4. Provide an Unconventional Delivery
Imagine receiving an expired listings letter attached to a roll of paper towels—it would likely grab your attention, right? The letter below uses just that tactic. Attaching something extremely unusual to your letter is a highly effective way to ensure you’ll get the homeowner’s attention and pique their interest.
In addition, this short expired listing letter stands out with unconventional formatting. It skips a greeting and an introduction and uses the banner-style, one-word headline “ABSORPTION.” This is an excellent example of how successful people in real estate find unique ways to stand out from the crowd.
(Source: Stacey Alcorn on SlideShare)
Absorption.
I’m sorry to see that your home has not sold yet. You’re probably wondering why a real estate agent would be dropping off a package of paper towels to you right now. It’s actually not strange at all. I consider myself to be very much like a paper towel in today’s market because the number one reason a home will not sell in today’s market is something called absorption.
This is how it works. There are 240 single-family homes on the market in [Insert Neighborhood] today—18 homes sold in [Insert Neighborhood] in the last month. If you are an average home seller priced at an average price, it will take 13 months for the market to ABSORB your home. That’s where you need a good paper towel; that’s where you need me.
Over the next seven days, you will receive several items of correspondence in the mail from me. Each of them will contain tools for helping you sell your home…not 13 months from now…but TODAY. I hope with each of these items, you’ll learn how I am very different in the way I professionally market each home through closing.
Please call me at your earliest convenience for a confidential one-on-one marketing consultation.
[Insert Your Name], [Insert Brokerage]
Based on original (Source: Stacey Alcorn on SlideShare)
Studies show that 80% of sellers contacted only one agent before working with them. 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 National Association of Realtors (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 expired recently and am sorry to hear that your home has not yet sold. The home sales process can certainly be a stressful and exhausting process.
Despite the challenges of today’s real estate market, I have seen success with real estate sales in your area. My recent sales of homes in your neighborhood include:
- [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 would be thrilled to take the burden and stress of the home sales process off your shoulders. Please consider hiring me as your new listing agent. I have some creative ideas to ensure your property moves quickly and garners a sales price commensurate with its market value. I hope to hear from you soon.
Best Wishes,
[Insert Your Name]
[Contact block with name
RE license #
Firm name
Firm address
Email, phone, and social media]
Based on original (Source: National Association of Realtors (NAR))
Pro Tip: 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
Unlike many expired listing mailers, the example below spans two pages. It uses unconventional formatting like large headings, informal language, bold and italicized font, and bullet points to grab attention and keep readers engaged. The letter focuses on sharing information about a free resource the agent offers and what the resource includes. This letter stands out from typical templates and provides value to its recipients. If you choose this expired listing email template, customize the details to fit your brand and proposition.
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 [10] 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 222-2222, 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. Feel free to change up brokerage information a
Dear ________,
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 _______ (insert 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 _______ (insert brokerage name) at my disposal. At _________ (insert 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 ________ insert phone number) and _______ (insert email).
I look forward to hearing from you,
(add signature)
(add printed name)
111-222-3333
agent@realtoragent.com www.realtoragents.com
@agentsocialhandle
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
After downloading our template, read through the bullets below to learn how to write expired listing letters that will generate leads. Or you can use this information to personalize any of the templates already written in this article.
- Express empathy and be clear about your intentions: Understanding how the homeowner feels about the lost transaction is important. By showing empathy at the beginning of your letter, you’ll reduce tension and encourage them to read the rest of the letter, which contains the data you provided.
- Describe the previous sale issue: Share any issues from past sales, like high property prices or poor marketing, to show your expertise and help the homeowner. Assure them that these issues can be fixed and you have the skills to make the necessary changes for a successful property sale.
- Explain what you would do differently: Clearly define how you will approach the sale differently and what makes your services unique. Listing detailed solutions to the previous sale issue should make it clear to the homeowner what they will receive if they respond to your letter.
- Give sellers a reason to look to the future and mention your brokerage: Include a brief snapshot of the experience of working with you. This section of the letter should generate excitement about welcoming a new team to the listing and eagerness to list the property on the market again.
- Have a strong call to action (CTA): Expired listing letters should have a firm yet inviting CTA, like reaching out or visiting your website or office. You can also offer incentives like a free comparative market analysis (CMA) report or a strategy session to encourage the homeowner to meet in person.
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?
As you implement strategies to get expired listings, remember that you are not the only agent prospecting each listing. Think about how you would feel after going through a frustrating experience and receiving the same letter from a dozen real estate agents. This is why it’s so important to take the time to customize your expired listings letter for each potential lead.
Using a sample expired listing letter makes the process more efficient, but you’ll need to research the property and the owner to include accurate details. Make sure to research 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. But, be ready to handle objections from your leads and effectively overcome them.
What to Avoid When Drafting the Expired Listing Letters
You have a short timeframe to make an impression on a property owner, and if you’re lucky, you will get a quick response. Once you gain a homeowner’s attention, avoid these minor mistakes that could jeopardize that opportunity.
- Sending lengthy letters: Keep it short and sweet. Longer letters get overlooked or aren’t read at all.
- Skipping the proofread: You want to be clear, concise, and extremely professional. Professionalism while drafting a letter includes using the appropriate spelling and punctuation. Spelling errors are a sure way to have your letter tossed to the side.
- 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: Don’t make extreme promises to get a listing you cannot keep. You’ll do more harm to your career and credibility in the long run if the sale is not successful—not to mention, you don’t want to waste your time on a property if you know it won’t sell.
Frequently Asked Questions (FAQs)
What happens when a listing expires?
After a listing expires, sellers can choose a new agency or continue working with their current agent without facing any penalty for switching representation. The property has to be relisted, resulting in a new listing on the MLS, regardless of whether you choose to work with your current agent or choose someone else. However, if the property is under contract when a listing ends, there’s a good chance that a deal is about to close. If so, you are legally obligated to work with your current listing agent and allow them to complete the transaction.
Are expired listings good sources of leads?
Yes, expired listing leads provide an overlooked opportunity for real estate agents to stand out in a highly competitive market. 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 cold-calling tips 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. There are also For Sale By Owner (FSBO) listings that you can focus on to generate more leads and clients.
What do you say when you speak to an expired listing lead?
When communicating with an expired listing lead, expressing empathy and understanding is crucial. Take the time to listen to their concerns and address any issues they faced with their previous listing agent. Establishing trust and offering practical solutions can greatly increase your chances of winning their business. 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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