How to Write Effective Expired Listing Letters and Postcards

When it comes to converting expired listings, first impressions matter. Often, the first impression you make with a potential client is through a letter or postcard delivered to their doorstep. Expired listing letters and postcards are powerful marketing tools for real estate agents looking to re-engage frustrated homeowners and turn expired listings into successful sales. In this post, we'll cover how to write effective expired listing letters and postcards that capture homeowners’ attention, build trust, and generate leads.

Why Use Expired Listing Letters and Postcards?

When a property doesn’t sell, homeowners often feel disappointed, frustrated, and even distrustful of real estate agents. They may not be actively looking for another agent but are usually open to new ideas that could help them sell their home. That's where expired listing letters and postcards come into play. They provide a non-intrusive, professional way to reach out to potential clients and showcase your unique value proposition.

These letters and postcards can help you:

• Establish trust by acknowledging the homeowner's frustrations and offering a new perspective.
• Create awareness of your services and how you differ from other agents.
• Offer a solution to sell the property that wasn’t sold the first time.

Components of an Effective Expired Listing Letter

An effective expired listing letter should have a few key components:

• Strong Introduction: Start with a warm greeting and introduce yourself clearly. Use the homeowner's name to make it personal.
• Acknowledge the Situation: Empathize with the homeowner’s frustration by acknowledging that their property didn’t sell. Be sincere and understanding.
• Present a Solution: Briefly highlight how you plan to sell their property differently. Include what makes you successful with expired listings—whether it’s better marketing, pricing strategy, or staging.
• Highlight Success Stories: Include a brief success story about how you helped another homeowner sell their expired listing quickly. This builds credibility and showcases your results.
• Call to Action: Close with a clear call to action. Encourage the homeowner to contact you for a free consultation or a complimentary home evaluation.

Sample Expired Listing Letter

Subject: Let’s Get Your Home Sold This Time!

Dear [Homeowner's Name],

I noticed that your property at [Property Address] recently expired from the market, and I understand how frustrating that can be. As a real estate agent with [X] years of experience, I specialize in helping homeowners in situations like yours. I’d love the opportunity to discuss why your home didn’t sell and share my unique approach that has successfully turned many expired listings into closed deals.

If you’re interested in a fresh perspective, I’d be happy to offer you a free, no-obligation home evaluation to see how we can get your property sold this time.

Feel free to give me a call at [Your Phone Number] or visit [Your Website]. I look forward to hearing from you.

Warm regards,
[Your Name]
[Your Brokerage]

How to Design Expired Listing Postcards

Expired listing postcards are shorter but equally impactful. When designed well, they can grab a homeowner's attention and prompt them to take action.

Key Elements for Expired Listing Postcards

• Catchy Headline: Start with a bold, attention-grabbing headline like “Is Your Home Still for Sale?” or “Get Your Home Sold This Time!”
• Visual Appeal: Use high-quality images and graphics that resonate with homeowners. Photos of recently sold homes or a friendly image of yourself can add a personal touch.
• Short Message: Keep the message concise but impactful. Mention the benefits of working with you, highlight your experience with expired listings, and include a success story if possible.
• Clear Call to Action: Prompt the homeowner to call or visit your website to schedule a consultation.
• Contact Information: Make sure your phone number, website, and email are clear and easy to find.

Sample Postcard Headline and Message

Front:
“Still Trying to Sell Your Home? Let’s Get It Done Right This Time!”

Back:
I specialize in selling homes that other agents couldn’t. Call me today for a free consultation and let’s discuss how I can help you sell your property quickly.
[Your Name], [Your Phone Number]

Tips for Writing Expired Listing Letters and Postcards

• Personalize the Message: Use the homeowner’s name, address, and specifics about the property to make the communication feel personal.
• Keep It Simple: Avoid jargon and keep the language simple and relatable. Homeowners don’t want to be overwhelmed with information.
• Focus on Benefits, Not Just Features: Highlight how you can solve their problem, not just what you offer.
• Add a Personal Touch: Hand-sign your letters or add a handwritten note to your postcards to increase engagement.

Conclusion

Expired listing letters and postcards are an essential part of a successful expired listings strategy. By providing a personal, empathetic, and solution-oriented message, you can turn missed opportunities into successful sales. Start implementing these tactics today to gain new clients and grow your business.

To further streamline your marketing efforts and manage leads, try RobinFlow’s #1 Lead Generation Platform, designed to help real estate agents automate tasks and close more deals.