How to Turn Expired Listings into Your Next Deal

Expired listings are often seen as dead ends—but smart agents know they’re hidden gold mines.

Think about it: someone who listed their home already made the biggest decision—to sell. The fact that it didn’t sell the first time means they’re likely frustrated, uncertain, and open to a new solution. That’s where you come in.

If you know how to approach expired listings the right way, you can turn missed opportunities into closed deals and loyal clients. Here’s how to do it without sounding like every other agent who just downloaded the same script.

1. Understand Why Listings Expire

Before you reach out, it’s critical to know why listings expire in the first place. Most of the time, it comes down to one (or more) of these:

• Overpricing
• Poor marketing
• Unclear communication
• Bad timing
• Inexperienced or passive agent representation

Understanding what likely went wrong allows you to craft a message that’s relevant—not generic.

2. Do Your Homework First

Before calling or mailing anything, review the listing details:

• How long was it on the market?
• Was the price realistic for the area?
• How were the photos and description?
• What kind of exposure did it get?
• What’s the neighborhood market doing now?

The more informed you are, the easier it is to position yourself as a solution—not just another salesperson.

3. Reach Out with Value, Not Pressure

Expired listing owners are often bombarded with phone calls the day after their listing expires. If you want to stand out, don’t be the 12th pushy agent in a row.

Here’s a better approach:

📬 Send a Personalized Letter or Email First

Make it about them, not you. Acknowledge the frustration, offer insight, and give them a reason to want to hear more.

Example:

“I noticed your home came off the market recently. That can be incredibly frustrating—especially in a market like this. I specialize in helping homeowners re-position and relaunch listings that didn’t sell the first time. If you’re open to a quick chat, I’d love to share what might have gone wrong—and how we can get it right.”

📞 Follow Up with a Thoughtful Call

Don’t dive right into a pitch. Start with empathy, ask questions, and listen. You’ll get much further by being human than by reading a script.

4. Show a Clear, Fresh Game Plan

If a seller gives you a chance to meet, don’t just tell them what you’ll do—show them how it’s different from what they already experienced.

Prepare a mini strategy that includes:

• Updated market data (not just a CMA—show movement, trends, and real comps)
• New pricing guidance based on active vs. sold properties
• A refreshed marketing plan (better photography, staging tips, social media promotion, targeted outreach, etc.)
• Specific feedback on their previous listing and how you’ll improve it

Confidence, clarity, and creativity win here.

5. Be Patient and Follow Up (Smartly)

Not every expired listing turns into a listing appointment on day one. Some sellers need time to regroup. Others want to rent or wait. That’s okay.

Stay in touch with non-pushy follow-ups:

• Send a monthly local market update
• Drop off a helpful seller guide or pricing trends report
• Add them to a targeted drip campaign (email or mail)
• Set a reminder to check in again in 30-60 days

Many agents give up after one try. But consistent, respectful follow-up often wins the listing when the seller is ready to relaunch.

6. Know the Rules and Use Tools

Some MLSs have rules around when and how you can contact expired listings, so check your local regulations. Tools like RedX, Vulcan7, or Espresso Agent can help you stay compliant while tracking and organizing leads efficiently.

Also consider:

• Setting up an expired listing alert in your MLS
• Using a CRM to schedule and track your outreach
• Personalizing your approach based on the home’s price point, location, and condition

Final Thoughts

Expired listings aren’t failures—they’re unfinished stories. And for agents who show up with empathy, strategy, and follow-through, they can be some of the most rewarding deals in your pipeline.

So next time you see that “expired” status pop up, don’t ignore it. See it for what it really is: an opportunity waiting for a better approach.