A New Approach to Just Sold Marketing

When you list a home, does it sell?

90% of the time?
95% of the time?
98% of the time?

In most markets, that number is below 70%. Half the homes that get listed never sell at all.

Which means your farm is full of failed sellers. Not prospects. People who already tried, already picked an agent, and already watched it not work.

And most of them never try again.

I did an analysis of ~10,000 expired listings and here's the results.

9,336 Expired listings pulled, last twelve months

53% Never relisted with anybody

Nobody is talking to those people. The whole industry works expireds for two weeks and then moves on.

So the next time you sell a home, sell the sweat.

Every closing you have is expired marketing. Don't tell them you sold a house. Tell them how you found the buyer.

Here's a concept letter I wrote this morning to show you what I mean.

Page one · the seven channels, and the 52 days

Page two · the seller says it instead of you

Notice what the letter does not do. It does not say we are number one, it does not show a sold sign, and it never once uses the word professional. It lists the seven places the house showed up, what each one produced, and then it admits the thing every other mailer hides: there was no bidding war, and it took 52 days.

That admission is the whole piece. A failed seller has already been promised a fast sale by somebody. What they have never been shown is the work.

Steal the format

List every channel you used on your last closing, with the number next to it. Total it. Say how long it took, honestly. Add one paragraph in the seller's voice about how they felt while they waited. Then ask one small question: how many of those channels was your house in?

That is a mailer you can send after every single closing, forever, to a list nobody else is touching.