In real estate, few lead sources are as overlooked—and as ripe with opportunity—as expired listings. These are homeowners who once raised their hand to sell, only to be left frustrated when their home didn’t move. For agents willing to show up consistently, communicate clearly, and offer real solutions, expired listings can become a powerful and repeatable engine of business growth.
This article outlines step-by-step strategies for turning expired listings into listings you control—and closings you celebrate.
1. Understand the Expired Listing Opportunity
An expired listing refers to a property that didn’t sell during its contractual listing period. The causes usually fall into three categories:
- Overpricing
- Weak marketing execution
- Lack of communication or trust with the previous agent
Understanding this background helps you meet sellers where they are emotionally—usually frustrated, skeptical, and cautious. This is not a cold lead; it’s a relationship recovery. And if handled well, it becomes your edge.
2. Show Up Daily—Consistency Beats Luck
Expired listings are competitive. Many agents call once and quit. Top producers treat expired outreach like a prospecting discipline—with a system.
Your daily playbook should include:
- Calling a set number of expireds every morning (e.g., 10–20/day)
- Following up with “non-answers” on a structured schedule
- Sending a sequence of touches—calls, texts, video emails, mailers
What to remember: You likely won’t convert on the first call. Success comes from being the most professional, consistent voice in their inbox and on their phone over time.
3. Use Scripts as a Launchpad, Not a Crutch
Scripts are valuable—but only if internalized and delivered with authenticity. The best agents use scripts to guide, not dictate, conversations.
Proven Opening Line:
“Hi, this is [Your Name] with [Your Brokerage]. I’m calling about your home at [Address]. Is it still available, or have your plans changed?”
It’s respectful, low-pressure, and gets straight to the point. From there, listen more than you speak. Sellers want to be heard before they’re sold.
4. Handle Objections Like a Pro (With Empathy)
You will hear things like:
- “We’ve decided not to sell.”
- “We’re going to wait.”
- “We’re going with someone else.”
Don’t shut down—dig in gently.
Examples:
- “I totally understand. May I ask what led to that decision?”
- “What would need to be different this time for you to feel confident about selling?”
These soft probing questions uncover the real objection. Many times, the issue is fear—not disinterest.
5. Use Strategic Follow-Up—Not Just “Checking In”
Follow-up isn’t about pestering; it’s about providing value over time.
Build a Tiered System:
- A-Leads: Ready in 30 days → Weekly follow-up
- B-Leads: 60–90 day timeline → Bi-weekly
- C-Leads: Future interest → Monthly + value touches
Value-Driven Follow-Up Ideas:
- Personalized video updates on market shifts
- “Just Sold” case studies from similar homes
- Seller guides or pre-listing checklists
The key is to make each interaction about them—not you.
6. Deliver Personalized Video Messages
Video adds a human layer that emails and texts lack. A 45-second Loom video breaking down a home’s estimated market value, local comps, or a marketing plan can drastically increase response rates.
Pro Tip:
Use platforms like Loom or BombBomb to record and send videos. These platforms notify you when the video is viewed—giving you a perfect reason to follow up again.
7. Leverage Technology to Scale Without Losing Quality
Working multiple expired listings daily requires automation. Integrate tools to keep your outreach consistent without compromising the human touch.
Recommended Tech Stack:
- Dialer/CRM: Vulcan7, Mojo Dialer, or RedX
- Video Delivery: Loom, BombBomb
- Data Hygiene: Fellow or similar tools to verify contact info
- Automation: Smart email/text drips within KV Core, Follow Up Boss, or Sierra Interactive
Use the tech to handle admin and tracking—so you can focus on conversations and conversions.
8. Book Appointments with Confidence and Control
When it’s time to set the meeting, don’t ask open-ended questions. Offer two options and let them choose.
Say:
“I’m available Tuesday at 5:30 or Wednesday at noon. Which one works better for you?”
This communicates professionalism, confidence, and time value—essential traits expired sellers look for in a new agent.
9. Own the Presentation with a Recovery-Based Approach
Once you’re face to face, your listing presentation must reflect that this isn’t a typical seller. You’re the second chance. Focus on:
- What went wrong (gently addressed)
- What you’ll do differently
- Proof of results (case studies, success stories)
- A clear plan for communication, pricing strategy, and launch timeline
Make it about trust recovery, not blame assignment.
Conclusion: Expired Listings Are a Market Share Growth Lever
Agents who master expired listings do more than fill their pipeline—they grow their market authority and close rate. The seller has already said “yes” once; they just need someone better to help them finish the job.
By combining daily discipline, empathy-based conversations, smart tech, and value-first follow-up, you can turn these missed opportunities into consistent wins.
