Real Estate Marketing Ideas

How to Market to Expired Listings

By Carolyn Vento Last Updated April 6, 2023 3 min read

As the market continues to fluctuate, finding leads is becoming more important than ever. As expired listings represent sellers who didn’t find a buyer the first time around, they’re likely still interested in selling their property and open to negotiation. By creating marketing tailored to expired listings, you’ll ensure success, regardless of the market.

The key to successfully converting leads is finding the expired listing marketing plan that works best for you. With the right mix of marketing tactics, you can build trust and relationships with clients and other real estate professionals, while showcasing your expertise. 

Why do expired listings matter?

Expired listings are one of the easiest ways to find untapped business. Sellers with expired listings likely still want to sell their home, but haven’t had the right agent to do so. They may be hesitant to reach out to another agent or want additional support throughout the process. 

In a challenging market, selling an expired listing can prove you have what it takes to help clients succeed. As a result, you’ll likely see more referrals and a consistent flow of leads. 

How to market to expired listings

As an agent, you must be direct and act quickly when it comes to expired listings. Having a marketing plan that’s easy to execute and contains traditional and digital components is key to success. 

To help you craft the perfect marketing strategy, we have five traditional and digital marketing ideas for expired listings. 

Direct mail

Many agents agree that the best way to market expired listings is through direct mail and postcards. Potential expired listing leads are more likely to read a postcard versus an email in an already crowded inbox.

Consider mailing valuable information about your niche to people in your neighborhood from time to time. A handwritten message is also a nice, personal touch. 

Paid ads

You can use paid ads to reach a target audience or those with expired listings.

Use eye-catching images on Facebook or Instagram ads to grab the attention of clients. These ads may cost money, but they are guaranteed to reach any demographic you choose, such as location, age, and gender. 

Cold calling

It’s easier for most people to send an email than to actually pick up the phone and call clients.

Stand out by making cold calls and real connections. You can start by searching for expired listings and reaching out to those homeowners.

You can take inspiration from our sample scripts to help you show homeowners that you’ve got the expertise, confidence, and experience to sell their property. 

Use social media

There is an overabundance of information available through social media, and you can use it to your advantage.

Follow potential clients to see the status of their expired listings. Post whenever you close a deal and people will take notice and trust that you have the skills to finally sell their home.

Buy leads

If you’re looking to save time, you can look into buying leads. You can use a provider to buy a list of phone numbers and get started with cold calling instantly.

It’s also possible to connect with other agents and rent their lists. You may be a better match for some of their clients and you can offer to rent out your list in return. This type of networking will help build your brand and generate more valuable leads.

Give expired listings new life with Virtuance

Being authentic, posting engaging content, and showing your expertise to potential clients are essential to winning expired listings. 

At Virtuance, we provide you with professional real estate photography that will make your listings stand out. These high-quality photos, along with your established brand, will gain the trust of clients whose agents have failed them in the past and help you successfully convert their expired listings!