5 Strategies to Win Expired Listings (Without Being Pushy)

When a listing expires, the seller is frustrated, disappointed, and probably getting bombarded by 20 agents all saying the same thing: "I can sell your home!"

To stand out, you need a different approach.

Understanding the Expired Seller

Before you pick up the phone, understand what they're feeling:

• Frustrated: They invested time, money, and emotional energy
• Skeptical: The last agent didn't deliver on their promises
• Defensive: They expect a sales pitch
• Still motivated: They still want to sell (or they would have withdrawn)

Your approach must address all four emotions.

Strategy 1: The Market Analysis Approach

Instead of calling to pitch your services, call to provide value:

"Hi [Name], I'm [Name] with [Brokerage]. I noticed your home came off the market, and I wanted to share something I found while researching your neighborhood. I put together a detailed analysis of why the 3 homes that DID sell on your street sold, and what made them different. Would you like me to email that over?"

This positions you as an analyst, not a salesperson. When they see your research, they'll want to talk.

Strategy 2: The Empathy-First Approach

Lead with understanding, not solutions:

"Hi [Name], I know having your home sit on the market without selling is incredibly frustrating. I'm not calling to give you a sales pitch — I just wanted to ask: what do YOU think went wrong? Because understanding that is the first step to getting a different result."

Let them vent. Listen actively. Ask follow-up questions. Only after they feel heard should you offer your perspective.

Strategy 3: The Differentiation Package

Mail a physical package to the seller's home (yes, snail mail):

Include:

• A handwritten note expressing empathy
• A printed CMA with current comparable sales
• A one-page marketing plan specific to their home
• 3 client testimonials from similar situations
• Your business card

Follow up by phone 3 days after delivery:

"Hi [Name], I sent you a package earlier this week with some information about your home. Did you have a chance to look through it?"

Strategy 4: The "What Would I Do Differently" Approach

Research the expired listing before you call. Look at:

• Original list price vs. comparable sales
• Photos (were they professional?)
• Description (was it compelling?)
• Days on market and price reductions
• Marketing (could you find it on social media?)

Then call with specific observations:

"I studied your listing and I noticed a few things that might explain why it didn't sell. For example, the photos didn't showcase your [feature], and the price was positioned above the recent sale at [comp address]. I have some specific ideas about what I'd do differently. Would you be open to a 15-minute conversation?"

Strategy 5: The Patient Follow-Up

Not every expired listing converts on the first call. Many relist with the same agent or take a break from the market. Set up a long-term follow-up sequence:

• Day 1: Initial call or mail piece
• Day 7: Follow-up call
• Day 14: Email with market update
• Day 30: Check-in call
• Day 60: Mail piece with new comparable sales
• Day 90: "Still thinking about selling?" call

The agent who stays in touch the longest often wins the listing when the seller is ready to try again.

The Numbers Game

Expired listing conversion rates:

• Contact rate: 20-30% (many won't answer)
• Appointment rate: 10-15% of contacts
• Listing rate: 30-50% of appointments

That means for every 100 expired listings you contact, you can expect 1-2 new listings. At an average commission of $8,000-12,000, that's significant income from a free lead source.

Practice your expired listing scripts until they're second nature. Try CloserOS free →