You’re an agent, so you’ve probably noticed: expired listings are way up. Like, skyrocketing. (At least, that’s what I’m seeing in my market!)
This spike in expired listings is an incredible opportunity for agents who know how to connect with frustrated homeowners. And that starts with a simple letter.
The Expired Listings Letter
Every time I open Facebook, I see another success story in the Listing Leads Facebook group. Agents are sending out Jimmy Mackin’s Expired Template letters from Listing Leads, making a few tweaks in Canva, and winning listing after listing.
Now, let’s break down why it works.
1. Start with Empathy: Acknowledge Their Frustration
“Now that your home didn’t sell, you’ve probably had a wave of agents promising, ‘I can get it sold!’ You’ve heard it before—and you’re not buying it.”
Why it works: Right out of the gate, the letter meets homeowners where they are—frustrated, skeptical, and tired of hearing the same empty promises. It validates their feelings and sets the tone for a conversation based on trust, not sales pressure. The key is empathy, show the homeowner that you get it, that you’re not just here to sell, you’re here to solve.
2. Identifying Pain Points
“At this point, you’re frustrated, disappointed, and likely annoyed because your phone hasn’t stopped ringing.”
Why it works: This line calls out the homeowner’s pain points. The constant calls. The disappointment. The annoyance. It paints a picture of their reality, making them feel seen and understood. If you can articulate their frustrations better than they can, you’ve already earned their attention.
3. Establishing Authority with Facts
“Here’s what I know: if a home doesn’t sell, it’s usually for one of three reasons: The price didn’t reflect the market. It didn’t get enough exposure. It wasn’t presented to buyers effectively.”
Why it works: This section is genius because it takes a potentially overwhelming problem, “Why didn’t my home sell?” and breaks it down into three straightforward reasons. This positions the agent as knowledgeable and solutions-oriented, avoiding empty promises and instead focusing on actionable insights.
When you simplify the problem and focus on solutions, you build trust and credibility.
4. Offering Simple Solutions
“If you believe it’s because of #1, the solution is simple: lower the price. But if you believe it’s #2 or #3, that’s where I can help.”
Why it works: This statement does two things really well. First, it acknowledges that price adjustments are sometimes necessary (without pushing the homeowner to lower their price). Second, it highlights the agent’s value by focusing on marketing and presentation—areas where we can truly make a difference.
This works extremely well because you are positioning yourself as the answer to their problem. You’re not just here to list their home. You’re here with a proven strategy that gets it sold.
5. Demonstrating Attention to Detail
“I’ve reviewed your home’s listing on the MLS, and there are six critical marketing tactics that were missing.”
Why it works: This line sets you apart from every other one who’s bombarding the homeowner with generic pitches. It shows that you’ve done your homework and are already thinking about how to solve their problem.
6. Highlighting Confidence in Results
“If we address these, I’m confident we can position your home to sell for its full potential value.”
Why it works: This statement instills confidence and is perfectly balanced. It’s optimistic without being pushy. It focuses on what’s possible while keeping the homeowner’s goals front and center.
7. Creating a Low-Pressure Call to Action
“Call or text me anytime at [555-555-5555]. Let’s have a conversation about what went wrong and how we can fix it. Even if you’re not ready to relist, I’d love to share what I’ve learned to help you avoid this frustration again.”
This call to action works because it’s all about value, not pressure. It’s not trying to land the listing today; it aims to build trust and start a conversation. It makes it easy for the homeowner to reach out and sends a clear message: you’re here to help, not just make a sale.
Why This Letter Wins
The expired listing letter from Listing Leads is a textbook example of how to market effectively without feeling “salesy.” It works because it:
- Speaks to emotions first, solutions second.
- Educates homeowners on why their homes didn’t sell.
- Positions the agent as a trusted advisor.
- Offers a clear, low-pressure path to re-engagement.
Expired listings are an opportunity, and with this strategy in your toolbox, you’re set to win more listings while building trust and lasting relationships.
