You’re staring at a list of names and addresses, a graveyard of listings that didn’t sell. For many real estate agents, this list is a source of frustration and intimidation, a daily reminder of failure in the marketplace. But for the top-producing agent, this list is a goldmine. Why? Because every name on that list is a homeowner who has already raised their hand and said, “I want to sell my house.” Their motivation is clear, but their previous experience was a failure. This is where you, the specialist, come in. This isn’t about picking up scraps; it’s about showcasing your expertise, providing a superior service, and succeeding where others have failed. This post will provide you with a proven framework and the exact scripts you need to turn those expired listings into your next commission check. The opportunity is massive, with some studies showing that expired listing leads convert at a staggering 43% within 90 days [1]. You are not just selling a service; you are restoring faith in the real estate process and delivering on a promise that was previously broken.
⚡ Essential Tools for Expired Listing Prospecting
Speed wins with expired listings. The agent who calls first with the best data gets the appointment:
- Vulcan7 — Expired listing data the moment it hits the MLS with triple-line dialer. From $249/mo
- REDX — Reliable expired listing data at a fraction of the cost. From $50/mo
- Mojo Dialer — Triple-line dialer that pairs with any lead source. From $99/mo
Why Expired Listings Are a Goldmine (And Why Other Agents Fail)
The beauty of an expired listing is that the seller has already gone through the emotional and logistical hurdles of deciding to sell. They understand the basics of the process, and more importantly, they are motivated. They had a goal they didn’t reach, and you are the person who can help them achieve it. A significant percentage of these sellers are ready to try again, with research indicating that 30-50% of expired listings relist with a new agent [2]. So, why do so many agents fail to capture this lucrative market? The reasons are surprisingly simple and entirely avoidable.
Many agents lack a systematic approach. They make a few half-hearted calls with generic, uninspired scripts and give up when they face the first hint of rejection. They fail to understand the seller’s mindset. These homeowners are frustrated, disappointed, and skeptical. They’ve been let down by the real estate industry, and they’re wary of another agent making empty promises. The agents who succeed with expireds are the ones who approach the situation with empathy, a clear strategy, and the right words to cut through the noise.
Furthermore, understanding why a listing expired is crucial. The most common reasons for a listing to fail are overpricing, ineffective marketing, and poor presentation [3]. The previous agent likely failed in one or more of these areas.
* Overpricing: This is the most common culprit. An agent, eager to win the listing, may have agreed to an unrealistic price. Your job is to come in with a data-driven Comparative Market Analysis (CMA) and have an honest conversation about price.
* Ineffective Marketing: Did the previous agent use a professional photographer? Did they create a compelling video tour? Was the home marketed across all major online portals and social media platforms? Many agents do the bare minimum, which is your opportunity to shine.
* Poor Presentation: This includes everything from cluttered rooms to poor curb appeal. A great agent will advise the seller on how to stage the home to appeal to the widest range of buyers.
By understanding these common pitfalls, you can position yourself as the solution to their problem. You are not just another agent; you are a marketing expert, a pricing strategist, and a skilled negotiator.
The Proven 3-Step Framework for Winning Expireds
Winning an expired listing isn’t about luck; it’s about a repeatable process. By following this three-step framework, you can consistently turn expired leads into signed listing agreements.
Step 1: The Mindset Shift: From Salesperson to Solution Provider
Your first and most important step is to change your mindset. You are not just another salesperson trying to get a listing. You are a consultant, a problem-solver, and an expert in your field. Your primary goal is to diagnose why the home didn’t sell and offer a concrete solution. This requires empathy. You must first understand the seller’s frustration and acknowledge their negative experience. Position yourself as the specialist who can succeed where a generalist failed. Your confidence will be contagious, but it must be built on a foundation of genuine expertise and a clear plan. This means doing your homework before you even pick up the phone. Analyze the previous listing. Look at the photos, the description, and the price. Identify the potential weaknesses so you can speak intelligently about how you would do things differently.
Step 2: The Initial Contact: The First 48 Hours are Critical
Time is of the essence. The moment a listing expires, the seller is bombarded with calls from other agents. You need to stand out. The phone call is your most powerful tool. It’s direct, personal, and allows you to build rapport quickly. But what if they don’t answer? A well-crafted voicemail can pique their interest and get them to call you back. And in today’s world, a professional text message can be a highly effective follow-up tool. The key is to be prepared and have a script for each scenario. Your goal in the initial contact is not to sell them on your services, but to sell them on a meeting with you. You are selling the appointment, not the listing.
Step 3: The Follow-Up System: Persistence Wins
Most agents give up after one or two attempts. This is your opportunity to shine. A persistent, multi-touch follow-up campaign will set you apart from the competition. This isn’t about pestering the seller; it’s about providing value and staying top-of-mind. Your follow-up system should include a mix of phone calls, emails, direct mail, and even social media touches. With each point of contact, you should be offering something of value, whether it’s a market update, a case study of a home you sold that was similar to theirs, or a helpful article about the selling process. A great follow-up system will nurture the lead over time, so that when they are ready to relist, you are the only agent they think of.
The Scripts That Get Appointments
Having the right framework is essential, but you also need the right words. These scripts are designed to be direct, empathetic, and effective. They are not meant to be read verbatim but rather to be internalized and adapted to your own personality and style.
Script 1: The “I Understand Your Frustration” Opener
This script is designed to immediately disarm the seller by acknowledging their previous negative experience.
> You: “Hi [Seller Name], this is Jon Smith with [Your Brokerage]. I saw that your home on [Address] recently came off the market, and I can only imagine how frustrating that must be. I specialize in selling homes that other agents couldn’t, and I’d love to share how I get it done. Are you still looking to sell?”
Script 2: The “What Was Missing?” Diagnostic
This script positions you as a consultant by seeking to understand what went wrong with the previous agent.
> You: “When you hired your last agent, what did you like about what they did, and what did you feel was missing from their marketing plan? My goal is to understand your experience so I can provide a different, more effective solution.”
Script 3: The “Different Approach” Value Proposition
This script allows you to highlight your unique selling proposition and demonstrate how you are different from the competition.
> You: “Many agents have a passive approach to selling homes. They put it on the MLS, put up a sign, and hope for the best. My approach is proactive and aggressive. I implement a 17-point marketing plan that is designed to expose your home to the maximum number of qualified buyers. This includes professional photography, targeted social media advertising, and direct outreach to my network of top agents. This is how I get homes sold that others can’t.”
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Handling the Toughest Objections Like a Pro
Objections are not rejections; they are requests for more information. If you can anticipate and effectively handle the most common objections, you will be well on your way to securing the listing.
Objection 1: “We’re taking a break from selling.”
> Your Response: “I completely understand. Selling a home can be a stressful process. If I could show you a proven plan that could get your home sold in the next 30 days for the price you want, with minimal stress to you, would that be worth a 15-minute conversation?”
Objection 2: “We’re going to relist with the same agent.”
> Your Response: “I respect your loyalty. That’s a great quality. Can I ask, what do you believe your agent will do differently this time to ensure your home gets sold? If you’re not 100% confident in their plan, I’d be happy to provide a second opinion.”
Objection 3: “We want to wait for the market to get better.”
> Your Response: “I hear that a lot from sellers. The challenge is, we can’t time the market. A great agent can create their own market. What we can control is the marketing, the pricing strategy, and the negotiation. I have some data on recent sales in your neighborhood that I think you’ll find very interesting. It shows that homes are still selling for top dollar when they are marketed correctly.”
Objection 4: “You’re the 50th agent who has called me!”
> Your Response: “I can only imagine! The reason so many agents are calling is that we all see the opportunity to sell your home. The difference with me is that I have a specific plan to do it. I’m not just calling to see if you’ll relist; I’m calling to show you how we can get it sold. I can explain my approach in 5 minutes. Fair enough?”
Objection 5: “We’re just going to rent it out.”
> Your Response: “That’s certainly an option. Have you considered the costs associated with being a landlord? Things like vacancies, repairs, and management fees can quickly eat into your profits. I can prepare a ‘net sheet’ for you that compares the financial outcome of selling versus renting. That way, you can make a fully informed decision.”
Common Mistakes to Avoid When Prospecting Expireds
While knowing what to do is important, knowing what not to do is equally critical. Avoid these common mistakes to maximize your success.
Don’t be a secret agent. Be direct, confident, and clear about who you are and why you are calling. You are a real estate professional with a solution to their problem. Mumbling your name or being hesitant will not inspire confidence.
Don’t badmouth the previous agent. It’s unprofessional and makes you look small. Instead, focus on what you will do differently and better. Frame it as a different approach, not a better one. For example, instead of saying, “The last agent’s photos were terrible,” say, “I invest in professional photography for all of my listings to ensure we make a great first impression online.”
Don’t just talk, listen. The seller will tell you everything you need to know to win the listing if you just let them. Ask open-ended questions and listen intently to their answers. The more you understand their frustrations and motivations, the better you can tailor your presentation to their needs.
Don’t give up too soon. Persistence is the name of the game. Most agents quit after one or two attempts. The agents who succeed are the ones who are persistent and consistent in their follow-up. Remember the 3-step framework and the importance of a multi-touch follow-up campaign.
Your Blueprint for Success
The opportunity with expired listings is undeniable. These are motivated sellers who are waiting for the right agent to come along and get the job done. Success in this niche is not about reinventing the wheel. It’s about having the right mindset, using proven scripts, and implementing a systematic follow-up process. You have the blueprint. You have the tools. Now it’s time to take action.
Embrace the challenge. See every expired listing as a puzzle to be solved. With the right approach, you can become the go-to agent for expired listings in your market. You will not only build a profitable business but also a reputation as an agent who gets results when others can’t.
Your next commission check is waiting for you. Pick up the phone, use these strategies, and go win those listings. The satisfaction of succeeding where another agent failed is a reward in itself. The financial rewards will follow. Now go out there and make it happen.
References
[1] REDX, “Why Expired Listing Leads Convert 43% Better,” [https://www.redx.com/blog/why-expired-listing-leads-convert-better/](https://www.redx.com/blog/why-expired-listing-leads-convert-better/)
[2] Tom Ferry, “Why Expired Listings are GOLD,” [https://www.facebook.com/TomFerry/posts/why-expired-listings-are-gold30-50-relist-a-huge-percentage-of-expired-listings-/1176123343881982/](https://www.facebook.com/TomFerry/posts/why-expired-listings-are-gold30-50-relist-a-huge-percentage-of-expired-listings-/1176123343881982/)
[3] PropStream, “5 Common Reasons Listings Expire: Avoiding Pitfalls as a Seller,” [https://www.propstream.com/real-estate-agent-blog/5-common-reasons-listings-expire-avoiding-pitfalls-as-a-seller](https://www.propstream.com/real-estate-agent-blog/5-common-reasons-listings-expire-avoiding-pitfalls-as-a-seller)
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