How to Convert Expired Listing Leads (The Smart Agent’s Playbook

Overview | Why | Find | Qualify | Contact | Cadence | Plan | Proof | FAQ | Related Pages
Agent working a 2–3 week follow-up cadence to relaunch an expired listing.
A steady cadence beats one-and-done calls.

Most expired listing leads sit untouched because agents either don’t know how to approach them—or they quit after one call. That’s the leak.

But here’s how you plug it. Lead with empathy. Execute a disciplined multi-touch plan. Bring a new, convincing marketing strategy. Keep the beat and you’ll earn more appointments, more listings, and a pipeline that finally feels predictable.

Why expired listing leads are different (and better)

These aren’t cold prospects. They’ve already been through photos, showings, and price talks. And the issue with them was usually pricing, marketing, timing, or representation—not motivation. Your advantage is simple: arrive with empathy and a plan that clearly fixes what failed last time.

Step 1: Find expired listing leads daily

Work new expireds first thing in the morning. Pull them from your MLS and, if you like, supplement with third-party lists or dialers. Speed matters; by the weekend, the most motivated sellers will be talking to someone else.

Pro tip: Block a 30-minute daily “Expireds First” power session. Even 5 high-quality touches a day beats a once-a-week sprint.

Step 2: Qualify for highest win rate

  • Neighborhood & price band: Focus where demand and comps are strongest.
  • Presentation potential: Photos show promise (or can be fixed with light staging).
  • Why they were moving: Time-sensitive moves (job, school, family) convert faster.

Qualifying protects your time and keeps your momentum focused on listings most likely to sign.

Step 3: Contact with empathy (not a hard pitch)

Lead with curiosity, not claims. They’ve already heard promises. Earn the conversation first.

“I noticed your home came off the market. Are you still interested in selling, or did your plans change?”

Listen. Reflect what you hear. Then bridge to solutions that directly address their pain (pricing clarity, better marketing, stronger showing plan).

How to convert expired listing leads with a simple multi-touch cadence

One touch rarely wins. Set a short, respectful cadence that keeps you top-of-mind without pressure:

  • Day 1: Call. If no answer, leave a brief voicemail (name recognition + reason).
  • Day 2: Mail an expired listing letter that empathizes and outlines a fresh plan.
  • Day 5: Light text or email: “Would a quick pricing update help?”
  • Week 2: Send a one-page market update with new comps + days on market trend.
  • Week 3: Second letter or drop-by with a short leave-behind (mini plan checklist).

Each touch adds value. Each message reinforces that you solve the specific problem they experienced.

This conversion process didn’t happen by accident—it’s part of the real-world system I used to farm expired listings for big commissions and build a steady pipeline of listings.

If you want to see how this cadence fits into a repeatable, long-term approach, the full system is broken down step by step.

Prewritten expired listing letters—consistent, persuasive outreach
Prewritten letters make multi-touch outreach consistent—and faster to execute.

Show a fresh plan they can believe in

To convert expired listing leads, present a fresh, believable plan that directly fixes what failed the first time.

  • Pricing clarity: Transparent comps, micro-market trends, and a “strategy price” with runway.
  • Presentation: Staging checklist, pro photos, twilight exteriors, and a 60–90s video tour.
  • Promotion: MLS + social ads, email to buyers’ agents, circle prospecting, and two well-timed open houses.
  • Feedback loop: Post-showing follow-ups and weekly seller briefings with actions, not excuses.

When they see a plan that fixes yesterday’s gaps, sellers shift from skeptical to confident—and they sign.

Quick success snapshot

A Midwest agent mailed 10 expired letters a day for 3 weeks, followed her cadence, and booked three listing appointments. Two signed; one sold in 17 days. Small daily actions, done consistently, beat sporadic sprints every time. That rhythm is exactly how to convert expired listing leads consistently—without sounding pushy.

Authoritative resource

For more tactical ideas and scripts, this industry guide is a solid reference:

👉 How to Get Expired Listings: 9 Strategies & Conversion Tips (The Close)

Expired Listing Leads — FAQ

Do expired listing leads really work?
Yes—when approached with empathy and a simple multi-touch plan. Agents who contact expired listing leads daily, listen first, and present a fresh pricing and marketing strategy consistently book more appointments and convert them into new listings.
When is the best time to contact an expired listing?
Strike early—ideally the morning the listing expires or within the first 24–48 hours. Keep the first touch short, respectful, and value-forward. Follow with a cadence of calls, letters, texts, or emails over 2–3 weeks.
Is it legal and ethical to contact expired listing leads?
Generally yes, as long as you follow Do-Not-Call rules, MLS policies, and state solicitation laws. When in doubt, lead with mail and confirm compliance with your broker or local REALTOR® association.
What should an expired listing letter include?
Keep it short and empathetic: acknowledge the expiration, identify common issues, outline a fresh plan, include light credibility, and end with a low-pressure call to action like a pricing update.

Bottom line

Consistent, empathetic outreach wins. If you want to convert expired listing leads reliably, run the simple cadence, show a fresh plan that fixes yesterday’s gaps, and keep your name top-of-mind.

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