When I wrote the original of this article several years ago, it was about both expired listings and FSBO’s. I asked if they were worth pursuing.
I said it depended upon where you are in your career, and whether you’ve settled on a niche or a geographic territory. At that time, expired listings and FSBO’s were a good place to start searching for leads. Because they’ve already indicated a desire to sell, they might be more receptive than homeowners you choose based on location.
Now I’m thinking that Expired Listings could be a viable niche for the right agents.
While FSBO’s might also be good choice, their motivation and attitudes may be different from that of homeowners whose listings have expired. So today is all about expired listings.
To be successful in listing and selling expired listings, you need a certain set of skills that not all agents possess. Those skills could include patience, understanding, and an ability to persuade without being pushy or obvious about it.
When I asked ChatGPT if any agents are pursuing that niche, the answer was yes. The examples it gave me are agents whose website declare: “Your previous listing didn’t sell; we know how to revive it.”
In addition to already having shown a desire to sell, these homeowners are different in another way.
People with expired listings are disappointed, frustrated, and possibly angry with their agent – and all agents by virtue of association.
Your job then is to gently bring them around to the idea that hiring YOU is the best idea they ever had.
In my Expired Listing letter set, I begin with a special report that acknowledges their feelings and asks the 
question “Why didn’t it sell?” followed by a short explanation. One of 5 basic elements was somehow “off.”
Those elements are:
- Price
- Presentation
- Marketing
- Negotiation
- Follow-through
Subsequent letters go into what’s necessary to get each of those elements right. Just to make sure they would be useful to you, I went through those letters and made a few changes to bring them into 2026.
If you write your own letters, choose your words carefully.
My intent in writing these letters was to cause the homeowners to think about what happened and come to their own conclusions. Was their agent wrong? Were they wrong? If they were wrong, what should they do differently in order to get the house sold? It could be that they insisted on pricing too high, being present for showings, or limiting showing times. It could be that the house wasn’t kept clean. But if you decide to write your own letters, don’t say that!
It could very well be that the agent wasn’t doing a good job. But don’t come right out and say so.
Avoid placing blame.
Even if you’re familiar with the house and/or the agent, do avoid placing blame. If you blame the agent, you risk making the homeowners feel stupid for choosing him or her. No one wants to feel stupid. If you blame the homeowners, you’ve probably blown your chance at getting the listing.
My expired letters are worded in a way that doesn’t place blame, as in “This is where you or your agent went wrong,” but instead suggest what could have been the problem.
Instead of blaming anyone, offer suggestions and advice.
As you offer advice, you’ll be sending the message that you do know how to do your part in getting their home sold – and you’ll do it. If you do something that not all agents do, such as hiring a professional photographer, a stager, or someone who will draw the layout of the house for placement in MLS addendums, do add that information to the appropriate letter.
When you choose to pursue expired listings – be consistent!
Marketing experts say it takes at least 5 touches to get through to most people who don’t already know you. 
So choose your targets and write to them repeatedly. If you can, go knock on their doors and introduce yourself. Stay in touch so that you and only you are top of mind when they make the decision to list.
You don’t need to write every day – every 4 or 5 days should do it. Just don’t write once and forget them. That’s what (almost) everyone else is doing.
I know – postage is expensive. However, even if every piece you mail costs $1 and you have to mail a dozen letters to a dozen different homeowners before you get a good new listing, isn’t that cost-effective? I think it is.
What about using email to contact expired listings?
I think it’s a wonderful idea – as long as homeowners have given you permission. Try adding a page to your website explaining a bit about expired listings – then offer a special report in return for their email addresses.
In addition, use your social media accounts to invite people to your page for the free report.
You can, of course, write your own. Or you can use the one included in my Expired Listings letter set.
Remember that all of your marketing can and should support and enhance your other marketing…
… and all should lead back to your website as the hub of your self-promotion efforts.
Not all discouraged homeowners area ready to start over immediately…
Some of them have had enough (for now) of keeping the house ready to show and feeling hope that tomorrow will bring their buyer. That’s why I wrote a set of letters, called “The old expireds.”
These are letters to send to homeowners whose listings expired a few months ago. Other agents who prospect for expired listings wi
ll have forgotten them by now. But now may be when they’re ready to start over.
Do you have the right personality to make expired listings your successful niche?
Think about it!
You could become the AI search answer!
Would you like AI to make YOU the answer when someone types in “Who can best help me sell my expired listing in ….?” Given the right words in your bio, in your other web pages, and on your blog, that could very well happen.
I could be wrong, but right now I’m guessing you wouldn’t have a whole lot of competition in that niche. At least not yet.
Sad figure & bag of money courtesy of stuart miles @ freedigitalphotos.net
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