Effective Expired Listing Letters That Get a Response
Persuasive mail templates that revive old listings and bring in motivated sellers.
Austin Beveridge
Tennessee
, Goliath Teammate
If you’re struggling to connect with homeowners whose listings have expired, you’re not alone. Many real estate agents face this challenge, but the right expired listing letter can make all the difference. Crafting a compelling letter that stands out can rekindle interest and lead to new opportunities.
Quick Answer: To create an effective expired listing letter, start by addressing the homeowner’s pain points. Acknowledge their previous experience, express empathy, and provide a clear value proposition. Include a call to action that encourages them to reach out to you for a fresh perspective on selling their home.
Understanding Expired Listing Letters
Expired listing letters are direct mail pieces sent to homeowners whose properties did not sell during the listing period. These letters serve as a way to reconnect with sellers and offer your services to help them achieve their selling goals.
Why They Matter
Many homeowners feel discouraged after an unsuccessful sale. A well-crafted letter can provide hope and a new strategy, positioning you as a knowledgeable and supportive agent.
Steps to Write an Effective Expired Listing Letter
1. Research the Property
Before writing, gather details about the property and its previous listing. Understanding the home’s features and market conditions will help you tailor your message.
2. Personalize Your Approach
Use the homeowner’s name and mention specific details about their property. Personalization shows you care and have taken the time to understand their situation.
3. Acknowledge Their Experience
Start your letter by acknowledging the homeowner's previous efforts to sell. Express empathy for their disappointment and reassure them that they are not alone in this experience.
4. Offer a Fresh Perspective
Present yourself as a solution. Highlight your unique selling strategies, market insights, and any innovative marketing tools you use that could benefit them.
5. Include a Strong Call to Action
Encourage the homeowner to reach out to you for a consultation. Make it easy for them to contact you by providing multiple methods (phone, email, website).
Realistic Examples
Before: Generic Letter
"Dear Homeowner, I noticed your home is no longer on the market. If you need help selling, please contact me."
After: Personalized Letter
"Dear [Homeowner's Name], I saw that your beautiful [Property Type] at [Address] didn’t sell as expected. I understand how frustrating this can be. I specialize in homes like yours and have strategies that could attract the right buyers. Let’s discuss how we can turn things around. Call me at [Phone Number] or email me at [Email]."
Checklist for Writing Expired Listing Letters
Research the property and market conditions.
Use the homeowner's name and personalize the letter.
Acknowledge their previous listing experience.
Highlight your unique selling strategies.
Include multiple contact methods.
Keep the tone empathetic and supportive.
Proofread for grammar and clarity.
Common Mistakes to Avoid
1. Being Too Generic
A generic letter lacks impact. Homeowners receive many letters; yours must stand out by being personal and specific.
2. Focusing Solely on Selling
While your goal is to sell, the letter should focus on the homeowner’s needs and feelings first. Show empathy before pitching your services.
3. Ignoring Follow-Up
Sending a letter is just the first step. Plan to follow up with a phone call or another letter to reinforce your message.
FAQs
What should I include in an expired listing letter?
Your letter should include the homeowner's name, property details, an acknowledgment of their previous experience, your unique selling proposition, and a strong call to action.
How long should my expired listing letter be?
Keep your letter concise—ideally one page. Aim for clarity and impact without overwhelming the reader with too much information.
When is the best time to send expired listing letters?
Send your letters shortly after the listing expires. This timing increases the chances of reaching homeowners while their need for assistance is still fresh.
How can I track the effectiveness of my letters?
Use unique phone numbers or email addresses for responses from your letters. This way, you can measure how many inquiries come directly from your outreach efforts.
Can I use templates for expired listing letters?
While templates can be a good starting point, always personalize them to fit each homeowner’s situation. Customization is key to making a connection.
