One of the best ways to connect with owners of expired listings—and help them complete the sale of their home—is through an expired listing letter. To craft this letter, you’ll need to blend empathy with smart solutions and personalized touches. We’ve gathered seven expired listing letter templates, including our general template, to help you get the best results from your letters. Download our templates to use as is, or as inspiration to write your own expired listing letter.
1. Include Agent & Neighborhood Statistics
The expired listing letter example below doesn’t just claim the agent has local expertise—it proves it. The agent makes a strong point about the local real estate market by discussing hyperlocal neighborhood statistics. They also provide a clear next step for the homeowner to take advantage of the statistics provided.
Based on original script (Source: Breakthrough Broker)
The body of your letter can also offer a different service, like a home valuation, and can direct owners to a custom real estate landing page. When you use a real estate software program like Real Geeks, creating a custom landing page specifically for expired listing clients is extremely easy and effective. Real Geeks provides customizable website and landing page templates, including Internet Data Exchange (IDX) search functionality and custom lead forms. It also has a detailed customer relationship manager (CRM) and automated marketing tools like email and text to help you nurture your leads and clients.
2. Offer a Resource Guide
This sample expired listing letter is delivered with a resource guide that directly addresses the questions and thoughts most expired listing owners have. Since most homeowners who could not sell their house feel overwhelmed and confused, they will likely be receptive to someone who instantly provides value by answering their most urgent concerns. This short expired listings letter packs a big punch by being brief and offering a comprehensive resource for free.
Based on original (Source: Nicki Reichel on Prezi)
If you don’t already have a resource or guide to provide like the one mentioned in this template, creating one is easy. With Canva, a free-to-use graphic design platform, you can choose from thousands of premade design templates. The highly user-friendly platform lets you input unique content and adjust the design template with your brand colors. Additionally, every document is fully customizable, and you can even design a print or online resource from scratch. Start using Canva for free.
3. Ask Questions & Provide Solutions
This letter to expired listings is divided into two sections: a letter to the seller and a questionnaire. This approach is unique and effective because it engages the homeowner by asking questions instead of only sharing information with them. This agent also strategically selected questions that draw attention to distinctive, standout offerings they provide within their real estate listing marketing strategy.
Expired listings letter example (Source: LUXVT)
4. Provide an Unconventional Delivery
Imagine receiving an expired listings letter attached to a roll of paper towels—it would likely grab your attention, right? The letter below uses just that tactic. Attaching something extremely unusual to your letter is a highly effective way to ensure you’ll get the homeowner’s attention and pique their interest. In addition, this expired listing letter stands out with unconventional formatting. It skips a greeting and an introduction and instead uses the banner-style, one-word headline “ABSORPTION.” This is a great example of how those who are successful in real estate find unique ways to stand out from the crowd.
Based on original (Source: Stacey Alcorn on SlideShare)
Studies show that 80% of sellers contacted only one agent before working with them. That means the best way to reach expired listing clients is by contacting them with a standout letter before other agents do. To stay ahead of the crowd, consider using a tool like REDX, which automatically sends you new expired listing leads and highly accurate contact information before data is available manually.
5. Specify Recent Sales
The expired listing letter template below is from the National Association of Realtors (NAR). It is relatively basic, with formal language and no additional elements to make it stand out. However, if you are a new agent or just beginning to focus on the expired listing real estate niche, this template is a perfect starting point. Start by editing a few words or sentences, and as you gain more experience, you can change the letter or add marketing tactics, like pop-by gifts or direct mail campaigns.
Based on original (Source: National Association of Realtors (NAR))
Pro tip: Generating leads is an essential element of your real estate career. Whether you’re a new or seasoned agent, ensure you know the best real estate lead generation strategies to use.
6. Provide Details & Tips About Expired Listings
Unlike many expired listing mailers, the example below spans two pages. However, it strategically utilizes unconventional formatting—like the large heading, informal language, bold and italicized font, and bullet points—to grab attention and keep readers engaged. In addition, this letter focuses on sharing information about a free resource the agent offers and what the resource includes.
While this letter style may not fit every agent, it stands out from many typical letter templates and provides a wealth of value to its recipients. If you choose this expired listing letter template, customize the details to fit your brand and proposition.
Based on original script (Source: Agentinnercircle.com)
7. General Expired Listing Template
If you’re a do-it-yourself kind of agent and want to write an expired listing letter from scratch, use our template below and personalize it as needed to each property owner and your observation of past sales performance. Feel free to change up brokerage information and specialty. A handy template ensures you can draft and mail letters quickly to maximize every opportunity.
How to Write an Expired Listing Letter
After downloading our template, read through the bullets below to learn how to write an expired listing letter that will generate leads. Or you can use this information to personalize any of the already written templates in this article.
- Express empathy and be clear about your intentions: Putting yourself in the homeowner’s position and understanding how they feel about the lost transaction is the best way to demonstrate empathy. By expressing empathy at the beginning of your letter, you can reduce tension and encourage them to read the rest of the letter, containing the data you’ve provided.
- Describe the previous sale issue: Sharing previous sale issue(s), such as a too-high property price or poor marketing, will showcase your expertise in the real estate industry and share free knowledge they might not have received from their previous agent. Assure the homeowner these issues are fixable and that you have the expertise to make appropriate changes to help sell the property successfully.
- Explain what you would do differently: Clearly define how you will approach the sale differently and what makes your services unique. Listing detailed solutions to the previous sale issue should make it clear to the homeowner what they will receive if they respond to your letter.
- Give sellers a reason to look to the future and mention your brokerage: Include a brief snapshot of the experience of working with you. This section of the letter should generate excitement about welcoming a new team to the listing and eagerness to list the property on the market again.
- Have a strong call to action (CTA): On expired listing letters, your CTA should be firm but inviting. Give them directions like reaching out, checking your website, or visiting the office. You can also offer incentives like a free, comparative market analysis (CMA) report or a free strategy session to encourage the homeowner to meet in person and hear about your services.
- Include all your contact information: Prominently display pertinent contact information in the letter, such as email, website, and social media handles. The best place to include such information is beneath your signature. You don’t want to make it difficult for property owners to get in touch.
Why Personalize Your Expired Listing Letters?
As you implement strategies to get expired listings, remember that you are not the only agent prospecting each listing. Think about how you would feel after going through a frustrating experience and receiving the same letter from a dozen real estate agents. This is why it’s so important to take the time to customize your expired listings letter for each potential lead.
Using a sample expired listing letter makes the process much more efficient, but you’ll need to research the property and the owner to include accurate details. Make sure to research:
- Length of time the property was on the market
- Original listing price and subsequent price drops (if applicable)
- Estimated market value according to your CMA
- Condition of the home
- Name and experience of the previous agent
- Homeowner’s name and any other available details
- Listing marketing strategy (e.g., Was it properly photographed or staged? Was the description accurate? How was the home staged?)
Once you have this information, reference a few details in your real estate expired listing letter. This will make every letter feel like it was written personally for the homeowners, which helps you build trust with the recipients and sets you apart from other agents.
Differentiate yourself from your competition with eye-catching expired listing mailers. For example, ProspectsPLUS! provides customizable postcards for expired listings. It includes prewritten copy that appeals to expired listing leads, like “What could have been done differently?” or “Four questions you should ask about your expired listing.” ProspectsPLUS! can help you get a higher return on investment (ROI) in your marketing.
What to Avoid When Drafting the Expired Listing Letters
You have a short period of time to make an impression on a property owner, and if you’re lucky, you will get a quick response. Once you gain a homeowner’s attention, you don’t want to make minor mistakes that could jeopardize that opportunity.
Here are a few things to avoid when drafting your expired listing letters:
- Sending lengthy letters: Keep it short and sweet. Longer letters get overlooked or aren’t read at all.
- Skipping the proofread: You want to be clear, concise, and extremely professional. Professionalism while drafting a letter includes using the appropriate spelling and punctuation. Having spelling errors is a sure way to have your letter tossed to the side.
- Speaking poorly of past agents: Although you will have to discuss why the previous agent failed to sell the property, continue to be professional and don’t talk poorly about the agent. Your criticism of the seller’s previous agent will reflect your ability to stay professional.
- Making false promises: Don’t make extreme promises to get a listing you cannot keep. You’ll do more harm to your career and credibility in the long run if the sale is not successful—not to mention, you don’t want to waste your time on a property if you know it won’t sell.
Frequently Asked Questions (FAQs)
After a listing expires, sellers can choose a new agency or continue working with their current agent without facing any penalty for switching representation. The property has to be relisted, resulting in a new listing on the MLS, regardless of whether you choose to work with your current agent or choose someone else. However, if the property is under contract when a listing ends, there’s a good chance that a deal is about to close. If so, you are legally obligated to work with your current listing agent and allow them to complete the transaction.
Yes, expired listing leads provide an overlooked opportunity for real estate agents to stand out in a highly competitive market. You can significantly expand your business by taking advantage of this market’s motivated sellers, lower competition, and greater conversion rates.
An expired property listing was listed for sale but did not sell within the specified listing period. In contrast, a withdrawn listing has been taken off the market before the listing agreement expires.
When generating expired listing leads, letters are one of the best ways to connect with homeowners and show them how you stand out from other agents. A great expired listing letter can win you new clients and help you establish authority in your farm area. Since letters can be time-consuming to write, use an expired listings letter template to start reaching new leads today.