How To Find Expired Leads And List Them
Expired listings are homeowners who already decided to sell, hired an agent, and still didn't get their home sold. They're motivated, they're frustrated, and the day their listing expires, they start hearing from every agent in town.
Most of those agents are working from the same list and saying the same thing. Your book gives you a different way in. Instead of another phone call, the seller gets a professionally published book, a clear explanation of what went wrong, and a plan for what you'd do differently.
Here's the step-by-step process for finding expired listings in your area and turning them into listings.
Step 1: Pull expired listings from your MLS. Use the hotsheet or a listing search filtered by expired status. Set up a saved search with a daily email alert so new expireds come to you automatically. If you can't find the expired status, contact your MLS or board support.
- Note: In some areas, contacting withdrawn or cancelled listings is acceptable. In others, it can lead to an ethics complaint because the seller may still be under contract with their agent. If you have any concerns, talk to your broker.
Step 2: Confirm it hasn't been relisted. Search the address in your MLS before reaching out.
Step 3: Find the owner's mailing address. Search the property on your county property appraiser or tax assessor website. If the mailing address is different from the property address, send your package to the mailing address.
Step 4: Find a phone number (optional). Free people-search sites work for small volume. To automate the process, services like Landvoice, REDX, and Vulcan7 deliver new expireds with contact information every morning. Pricing and features change often, so compare current plans before you sign up.
Before you call or text: Check every number against the National Do Not Call Registry and your state's list. An expired listing is not an exemption. Ask your broker about your office's DNC policy.
Sort your leads into two groups:
- Fresh expireds (expired within the last week or so): competition is heavy, so get your package out fast.
- Older expireds (expired 30 days to six months ago, not relisted): far less competition, and often the best fit for your book.
For each lead, note how long the home was on the market, how many price reductions it had, and the quality of the listing photos and description. This tells you why it likely didn't sell and shapes your cover letter and your listing conversation.
Make it a weekly routine. Start with a manageable number of packages each week, such as 5 to 10. Keep a simple list of every expired you send a package to, with the date it went out, so you know when each follow-up letter is due.
Your Instant Trust Package positions you as the agent who understands why homes don't sell and has a plan to fix it.
How To Deliver It
The Mailed Package
Place your book and package contents in a bubble mailer and mail it to the owner's mailing address. Weigh one finished package so you know the correct postage before you send a batch.
The Drop-Off Package
Place your book in a clear bag with the cover letter folded inside the front cover, and leave it at the front door. Never place anything in or on the mailbox.
When to send it: For fresh expireds, send your package within a day or two of the expiration, before the seller has heard from every other agent in town. Older expireds aren't as time-sensitive, so you can work through them at a steady pace.
What goes inside
You don't need every piece to get started. Begin with your book and the cover letter, then add the other pieces as you go. Customize each one to match how you actually work. The templates below use a free Canva.com account.
The Marketing Pieces that make up the Expired Rocket Package:
Note. You don’t have to add all of these marketing pieces, but keep in mind that the more you add, the better. However, don’t let one missing piece stop you from sending out the package.
Modify the documents to match what you do and the way you do business. You can insert the documents in any order.
The cover letter introduces you and explains why you’re sending the book. Linked below are five variations of our New Expireds cover letter. If you are marketing to older expireds, you can use the Old Expired Letter found in the LETTERS section below.
Click the desired image to access the customizable Canva Template.
Watch the video below for customization tips.
Customization Checklist:
Use this chart to compare what you do to market a home versus what kind of service the average agent typically provides.
Click the desired image to access the customizable Canva Template.
Watch the video below for customization tips.
Customization Checklist:
Not interested in using the Canva Template?
Use this guide to share the importance of marketing and how you will help your clients listings stand out.
Click the desired image to access the customizable Canva Template.
Watch the video below for customization tips.
Customization Checklist:
Not interested in using the Canva Template?
Add testimonials and references from customers and colleagues to this document.
Click the desired image to access the customizable Canva Template.
Watch the video below for customization tips.
Customization Checklist:
Not interested in using the Canva Template?
This will prove that you are going to advertise the home better than other agents.
Click the desired image to access the customizable Canva Template.
Watch the video below for customization tips.
Customization Checklist:
Not interested in using the Canva Template?
Most expired sellers don't decide in the first week. The 60-day campaign keeps you in front of them with a series of letters, each one addressing a different reason homes don't sell, plus phone scripts for the conversations that follow.
Count each day from the day you send your package, and mail each letter on its scheduled day
Templates
Each letter template comes with a headline and full letter copy. Feel free to use these templates as emails if you have email addresses for your leads.
Don’t Drop The Asking Price For Your Home Until We Talk!
You could be leaving money on the table if you do.
I mailed you a copy of my book that reveals how to sell a home that failed to sell. I wanted to make sure you received it. And, I wanted to mention something very important.
Please don’t drop the price until you call me! I’ve seen so many people give their homes away because they weren’t marketed properly.
They thought they sold for a fair price. But the reality is, they left money on the table. When you have a minute, open my book and read the chapter about pricing.
Here are some of the things my book talks about:
- All the different factors that affect whether or not a home sells. Believe it or not, the listing price is only one of them!
- An actual case study of a seller that sold his home for full price — despite failing on his first attempt.
Make sure you check out the rest of the book, too. Inside, you’ll find the following helpful info:
- Different strategies that generate more buyer interest in a home so it sells for top dollar.
- What you can do to sell your home for its true market value.
I’d like to show you how I can generate more buyer interest in your home and get it sold. Please give me a call at (XXX)XXX-XXXX to schedule a meeting. Or, send me an email at Name@Email.com. I look forward to hearing from you.
Your Name
Your Real Estate Company
Phone: (XXX)XXX-XXXX
Email: Name@Email.com
Step 1: Make sure you are talking to the owner. I’ve found it’s best to ask for them by their first name only. For example, if Steve Johnson is the owner and the person answering the phone sounds like a guy, then ask, "Hi, is this Steve?"
If they say “Yes,” then continue below.
Step 2: Get them to open up and talk to you, so you build trust and rapport.
“Hey _____, this is _______________. I’m a Realtor here in ________________, and I sent you a book about how to sell a home that didn’t previously sell. I’m calling to make sure you received it. Do you remember seeing my book in the mail?
Most of the time they’ll say “Yes.” From this point, your goal is to get them to open up and talk to you. Go through the questions below until they open up. Then, let them talk until you’ve reached a high point.
- “Awesome, did you get a chance to read my book?”
- “What techniques inside my book would you like more information about?”
- “94 percent of buyers search for homes online. Do you think the previous pictures really captured your home’s true appeal and showcased it to online shoppers?”
- “What did you think about the chapter that talks about the 80/20 rule?”
- “What specifically do you think stopped your home from selling?”
- “What questions do you have about why your home didn't sell?"
Step 3: Ask for the appointment quickly and casually. Don’t make the appointment a big deal. You’re not asking for anything that will hurt them.
Instead, you’re asking for the opportunity to meet and help them with your sale. Once you see it this way, it’s much easier to schedule appointments. Ask these 3 questions to schedule the appointment:
- “Are you still interested in selling your home?”
- “I’d like to show you what I can do differently to attract more buyers and get your home sold. Do you have some time available to meet?”
- “When do you have some time available over the next few days to meet?”
Step 4: Pre-Qualify.
- “What’s the reason you are looking to sell this home?”
- “Are you planning to interview more than one agent about selling your home?”
Common Objections and Responses:
Objection: We’re taking our home off the market.
“Are you interested in selling your house in the future?”
If they say “Yes,” then continue: “Do you mind if I follow up with you at that time?”
Voicemail Script
“Hi, I’m calling about your home for sale. I sent you a book that shows several different strategies that can get your home sold. I wanted to talk to you about my book and those strategies. Please give me a call at ________________ whenever you have some time. By the way, my name is _____. I’m a Realtor with _______________.”
A Strong Marketing Plan
Is The Key To
Selling Your Home For Top Dollar
I mailed you a copy of my book that reveals how to sell a home that failed to sell. Make sure you check out all the useful tips inside.
Inside my book is information on how I will attract more buyers to your home:
- How you can use the 80/20 rule to make your home stand out from other homes and attract the ideal buyer. (These buyers are more likely to pay you top dollar for your home.)
- Why the pictures of your home are crucial to getting it sold.
- How to get top-notch pictures of your home so buyers fall in love with it and schedule a showing.
- Why the showing condition of your home is so important and can compel buyers to pay 5-10 percent more money for your home.
- Several different ways you can improve the showing condition of your home so it sells for top dollar.
Would you like to know exactly how I can generate more buyer interest in your home and get it sold? Then give me a call at (XXX)XXX-XXXX to schedule a meeting. Or, send me an email at Name@Email.com. I look forward to hearing from you.
Your Name
Your Real Estate Company
Phone: (XXX)XXX-XXXX
Email: Name@Email.com
My 3-Step Formula Will Get
Your Home Sold For Top Dollar!
I sent you my home-selling book and haven’t heard back from you yet, so I’m following up.
Inside my book, I lay out a strategy that will get your home sold for top dollar. I call it the 3-Step Formula. I understand you may not have had the time to read my book. So…
Here’s a quick summary of the 3-Step Formula that will get your home sold:
#1. Improve the marketing. There are many different aspects of marketing. But, the most important ones are:
- High-quality, charming pictures that showcase your home’s appeal online.
- Understanding the 80/20 rule and using that to make your home stand out from other homes.
- The process I use to hook buyers online and make them fall in love with your home before they’ve ever seen it.
#2. Solve any problems that may be blocking a sale. There are many different problems that block homes from selling. My book shows how I can solve most of them with the resources I have at my disposal.
#3. Help you improve the showing condition of your home. A staged home will sell for more money than a home that is not staged.
This is a brief letter, so I won’t write the contents of the entire book. But when you’re ready for more in-depth information, you can find it all inside my book. Or, you can give me a call at (XXX)XXX-XXXX. I’d be happy to meet with you and explain these strategies to you in person.
Your Name
Your Real Estate Company
Phone: (XXX)XXX-XXXX
Email: Name@Email.com
Step 1: Make sure you are talking to the owner. I’ve found it’s best to ask for them by their first name only. For example, if Steve Johnson is the owner and the person answering the phone sounds like a guy, then ask, "Hi, is this Steve?"
If they say “Yes,” then continue below.
Step 2: Get them to open up and talk to you, so you build trust and rapport.
“Hey _____, this is _______________. I’m a Realtor here in ________________, and I sent you a book about how to sell a home that didn’t previously sell. I’m calling to make sure you received it. Do you remember seeing my book in the mail?
Most of the time they’ll say “Yes.” From this point, your goal is to get them to open up and talk to you. Go through the questions below until they open up. Then, let them talk until you’ve reached a high point.
- “Awesome, did you get a chance to read my book?”
- “What techniques inside my book would you like more information about?”
- “94 percent of buyers search for homes online. Do you think the previous pictures really captured your home’s true appeal and showcased it to online shoppers?”
- “What did you think about the chapter that talks about the 80/20 rule?”
- “What specifically do you think stopped your home from selling?”
- “What questions do you have about why your home didn't sell?"
Step 3: Ask for the appointment quickly and casually. Don’t make the appointment a big deal. You’re not asking for anything that will hurt them.
Instead, you’re asking for the opportunity to meet and help them with your sale. Once you see it this way, it’s much easier to schedule appointments. Ask these 3 questions to schedule the appointment:
- “Are you still interested in selling your home?”
- “I’d like to show you what I can do differently to attract more buyers and get your home sold. Do you have some time available to meet?”
- “When do you have some time available over the next few days to meet?”
Step 4: Pre-Qualify.
- “What’s the reason you are looking to sell this home?”
- “Are you planning to interview more than one agent about selling your home?”
Common Objections and Responses:
Objection: We’re taking our home off the market.
“Are you interested in selling your house in the future?”
If they say “Yes,” then continue: “Do you mind if I follow up with you at that time?”
Voicemail Script
“Hi, I’m calling about your home for sale. I sent you a book that shows several different strategies that can get your home sold. I wanted to talk to you about my book and those strategies. Please give me a call at ________________ whenever you have some time. By the way, my name is _____. I’m a Realtor with _______________.”
I Can Improve The Marketing For Your Home
To Attract More Buyers And Get It Sold!
I sent you my home-selling book and haven’t heard back from you yet, so I’m following up.
Inside my book, I lay out a strategy that will get your home sold for top dollar. I call it the 3-Step Formula. I understand you may not have had the time to read my book. So…
Here’s a quick summary of the 3-Step Formula that will get your home sold:
#1. Improve the marketing. There are many different aspects of marketing. But, the most important ones are:
- High-quality, charming pictures that showcase your home’s appeal online.
- Understanding the 80/20 rule and using that to make your home stand out from other homes.
- The process I use to hook buyers online and make them fall in love with your home before they’ve ever seen it.
#2. Solve any problems that may be blocking a sale. There are many different problems that block homes from selling. My book shows how I can solve most of them with the resources I have at my disposal.
#3. Help you improve the showing condition of your home. A staged home will sell for more money than a home that is not staged.
This is a brief letter, so I won’t write the contents of the entire book. But when you’re ready for more in-depth information, you can find it all inside my book. Or, you can give me a call at (XXX)XXX-XXXX. I’d be happy to meet with you and explain these strategies to you in person.
Your Name
Your Real Estate Company
Phone: (XXX)XXX-XXXX
Email: Name@Email.com
The Pictures Of Your Home Can “Make” Or “Break” The Sale!
Let Me Help You “Make” The Sale And Get Your Home Sold!
Think about it. When you’re browsing online for your next home, what piques your interest?
Even if the square footage, neighborhood and everything else is perfect, if a house doesn’t look good in photos, you likely aren’t going to see it in person. It’s been proven that getting the best photos of your home will attract more buyers.
Here’s how I’ll capture top-notch pictures to use in marketing your home:
#1: Make sure the pictures are captured by a professional, experienced photographer — who is using professional grade equipment.
#2. Ensuring the pictures of your home capture your home’s best features and the natural “charm” of your home. Great pictures are an art and a science. I’ll make sure they look amazing.
#3. Professional Photo Editing. An Instagram filter is not going to cut it! I’ll make sure the photos are touched up to make them look their absolute best.
Would you like to see exactly how attractive pictures will generate more buyer interest and get your home sold? Then please give me a call at (XXX)XXX-XXXX or, send me an email at Name@Email.com.
Your Name
Your Real Estate Company
Phone: (XXX)XXX-XXXX
Email: Name@Email.com
Step 1: Make sure you are talking to the owner. I’ve found it’s best to ask for them by their first name only. For example, if Steve Johnson is the owner and the person answering the phone sounds like a guy, then ask, "Hi, is this Steve?"
If they say “Yes,” then continue below.
Step 2: Get them to open up and talk to you, so you build trust and rapport.
“Hey _____, this is _______________. I’m a Realtor here in ________________, and I sent you a book about how to sell a home that didn’t previously sell. I’m calling to make sure you received it. Do you remember seeing my book in the mail?
Most of the time they’ll say “Yes.” From this point, your goal is to get them to open up and talk to you. Go through the questions below until they open up. Then, let them talk until you’ve reached a high point.
- “Awesome, did you get a chance to read my book?”
- “What techniques inside my book would you like more information about?”
- “94 percent of buyers search for homes online. Do you think the previous pictures really captured your home’s true appeal and showcased it to online shoppers?”
- “What did you think about the chapter that talks about the 80/20 rule?”
- “What specifically do you think stopped your home from selling?”
- “What questions do you have about why your home didn't sell?"
Step 3: Ask for the appointment quickly and casually. Don’t make the appointment a big deal. You’re not asking for anything that will hurt them.
Instead, you’re asking for the opportunity to meet and help them with your sale. Once you see it this way, it’s much easier to schedule appointments. Ask these 3 questions to schedule the appointment:
- “Are you still interested in selling your home?”
- “I’d like to show you what I can do differently to attract more buyers and get your home sold. Do you have some time available to meet?”
- “When do you have some time available over the next few days to meet?”
Step 4: Pre-Qualify.
- “What’s the reason you are looking to sell this home?”
- “Are you planning to interview more than one agent about selling your home?”
Common Objections and Responses:
Objection: We’re taking our home off the market.
“Are you interested in selling your house in the future?”
If they say “Yes,” then continue: “Do you mind if I follow up with you at that time?”
Voicemail Script
“Hi, I’m calling about your home for sale. I sent you a book that shows several different strategies that can get your home sold. I wanted to talk to you about my book and those strategies. Please give me a call at ________________ whenever you have some time. By the way, my name is _____. I’m a Realtor with _______________.”
I’ll Use Staging To Get Buyers To Fall In Love With Your Home And Pay Top Dollar!
Your home might not have sold, but it’s certainly not because it isn’t a great place to live. It’s important to stage a home to showcase your home’s best qualities.
If your home wasn’t staged before, don’t worry. It’s not too late, and my book has lots of information on the best ways to stage a home — without spending a lot of money.
I can show you inexpensive and easy ways to make your home look sharp.
Here’s how staging can help you get your home sold for top dollar:
In a townhome development with 200 equivalent units, two were for sale. Every single unit had the exact same floor plan, with 3 stories, 3 bedrooms and 3 bathrooms.
- Townhome A sold on August 26.
- Townhome B (5 doors down) sold on July 26, for $40,000 less.
Neither unit was more attractive or updated than the other. Both units had the same kitchen countertops, cabinets, hardwood floors in the living room, and carpeted bedrooms.
There are two reasons one unit sold for $40,000 more than the other:
- Townhome A was professionally staged, giving it a more appealing appearance.
- The agent selling Townhome A took higher-quality, more attractive photos of the home.
Those two seemingly small actions made the $40,000 difference! The buyers of Townhome A paid a higher price because the home was more appealing
Would you like to discover how you can quickly and easily improve your home’s showing condition? Then please give me a call at (XXX)XXX-XXXX to schedule a quick meeting or send me an email at Name@Email.com.
Your Name
Your Real Estate Company
Phone: (XXX)XXX-XXXX
Email: Name@Email.com
Your Home Deserves
A Second Chance!
I know you’ve been down a long, hard road, trying to sell your home. But before you throw in the towel, there is still hope! Every home sale deserves a second (or even third, fourth or fifth!) chance.
If you hire me to sell your home, I will implement my 10-step system to sell your home for the most money possible in the shortest amount of time.
Here’s my 10-Step Plan that will reposition your home as a completely new listing and market it aggressively to get it sold:
Step 1: Evaluate your home to identify the reasons it might not have sold.
Step 2: Evaluate the price of the home in the current market, and tweak if necessary.
Step 3: Determine best features of the home and aggressively market them to buyers.
Step 4: Identify any necessary repairs or upgrades to the home.
Step 5: Help you stage your home to highlight its beauty and functionality.
Step 6: Take professional photos that show the home’s exterior and interior to showcase your home in its best light.
Step 7: Use vivid language to create an online listing that attracts the right buyers to the home.
Step 8: Promote the listing on a variety of real estate websites and social media platforms for maximum buyer exposure.
Step 9: Set up tours for interested buyers and get their feedback on the home afterward.
Step 10: Negotiate the highest possible price to sell in a timely fashion that suits you, as well as the buyer.
Would you like more information on how my plan works? Then please give me a call at (XXX)XXX-XXXX to schedule a meeting or send me an email at Name@Email.com.
Your Name
Your Real Estate Company
Phone: (XXX)XXX-XXXX
Email: Name@Email.com
When an expired seller agrees to meet, go in prepared to talk about what happened, not just about you.
- Start with their experience. Ask what they thought went wrong before you share your view.
- Show the data. Bring comparable sales, days on market, and active competition so the pricing conversation is based on what's actually selling right now.
- Walk through your plan. Use your marketing plan and comparison chart to show specifically what will be different this time.
Be ready for objections. Here are the most common Expired Listing Objections and how to handle them:
1: We are taking a break from selling
After the stress of an unsuccessful listing period, many sellers feel emotionally fatigued. They may want distance from the process before making another attempt.
Professional agents acknowledge this feeling while introducing the concept of strategic reset.
You could say “That is completely understandable. Selling can be exhausting when the outcome is uncertain. If we reviewed what specifically limited your results and created a new approach, would that help you feel more confident about timing your next step?”
2: We think the price was not the issue
Expired sellers are often attached to their original expectations. They may believe market conditions or marketing exposure were the primary problem.
Agents should use data and market positioning to guide the discussion.
A helpful response might be “Pricing is only one piece of the puzzle. The real question is how buyers perceive the home compared to competing options. Would it be useful to review current activity and see what today’s buyers are responding to?”
3: We are not sure another agent will do better
Trust can be fragile after a disappointing experience. Sellers may assume the outcome will be the same regardless of representation.
Top agents differentiate themselves through process clarity.
You might say, “That is a fair concern. Every agent approaches strategy differently. If I showed you a detailed marketing and communication plan so you could see exactly how I would position your home, would that help you evaluate your options?”
4: We had a lot of showings but no offers
This situation typically indicates a pricing, condition, or expectation gap. Sellers can feel confused about why interest did not translate into action.
Agents can reframe showings as valuable feedback.
A constructive explanation is “Showings are actually useful signals. They tell us buyers were interested, but something prevented them from committing. The opportunity now is to interpret that feedback and make targeted adjustments that increase urgency.”
5: We are waiting for the market to improve
Expired sellers often hope that time alone will solve the problem. While markets do shift, delaying without a clear strategy can lead to repeated frustration.
Professional guidance focuses on preparation rather than speculation.
You could respond, “The market may change, but positioning your home effectively will always matter. If we prepare now so you are ready to act when conditions align with your goals, would that give you more control?”
6: We already reduced the price once and do not want to go lower
Price reductions can feel discouraging and personal. Sellers may equate lower pricing with loss rather than strategy.
Agents can reposition pricing as a tool to generate momentum.
You might explain, “Adjusting price is not about giving something away. It is about aligning with buyer perception so you can create competition. When demand increases, stronger offers often follow.”
Member Success Story: Five Transactions From One Expired
Theresa R. called the owner of an expired listing and followed up by sending her Expired Instant Trust Package and her book. She listed the home, and it sold in one week.
Then the relationship kept going. She helped the same sellers buy a home on 38 acres, listed and sold another parcel of land they owned, and is now handling two more sales for the family.
"That's five transactions from one book!"
Watch Authorify member Catalina explain how she used her book to win an expired listing.
