Every day, hundreds of listings expire unsold across every MLS in the country. The sellers behind those listings are frustrated, anxious, and — critically — still motivated to sell. They're not giving up. They're looking for a reason to try again with someone different.
That someone could be you. But your letter has to earn that chance.
3–8%
Response rate on well-written expired letters
68%
Of expired listings relist within 30 days
Day 1
Best time to reach out — before the flood of competitors
Why Most Expired Listing Letters Fail
The average expired listing letter makes three critical mistakes:
- It criticizes the past agent (subtly or overtly) — sellers pick up on this and it feels disrespectful to an experience they already feel bad about
- It's generic — "I have buyers looking in your area" is sent by 50 agents simultaneously
- It asks for too much too soon — jumping straight to "let's list it" before building any credibility
The letters that work do the opposite: they acknowledge the specific situation, offer something concrete and useful, and make a low-pressure ask.
Template 1: The Empathy-First Letter
Best for: Your first contact with any expired listing. Works in any market.
📬 Template 1 — Empathy-First (180 words)
Dear [Owner's First Name],
I noticed your home at [Address] recently came off the market. I won't pretend I know exactly what happened — every listing situation is different. But I do know that receiving notice your home didn't sell is genuinely discouraging, and I wanted to reach out with something useful rather than just another pitch.
I've enclosed a brief market analysis for your street — specifically, the 3 homes that sold in your neighborhood in the past 90 days and what I believe made the difference in their outcomes. I thought it might be helpful context as you decide your next step.
I'm not asking you to list with me today. I'd just like 15 minutes to walk you through what I've seen work (and not work) for homes in your price range — no obligation, no pressure.
If that's useful, text or call me at [Phone]. I'll be in the neighborhood on [Day] and would be happy to stop by.
Sincerely,
[Your Name]
[Brokerage] | [Phone] | [Email]
✦ Why it works: No criticism of prior agent. Leads with something of value (market analysis). Low-pressure ask. Specific day creates urgency without pressure.
Template 2: The "Here's Exactly What I'd Do Differently" Letter
Best for: Sellers who've already rejected a few agents and want specifics, not promises.
📬 Template 2 — Specifics-Led (200 words)
Dear [Name],
I looked up [Address] when I saw it come off the market. I've sold [X] homes in [Neighborhood] in the past [Y] months, so this market is something I know well — and I have a specific theory about what didn't connect for your listing.
I'm not going to bore you with "I have buyers" or "I'll work harder." What I can tell you is:
1. Pricing strategy: Based on current comps, I'd recommend listing at $[X] — approximately $[Y] below your original price — to generate competing offers rather than a long time-on-market.
2. Presentation: I use a professional photographer and a listing description strategy that typically doubles online engagement compared to standard MLS copy.
3. Launch timing: I've found Thursday listings in your price range sell for 4–6% more in this market. I'd want to time your relaunch deliberately.
Would a 20-minute call this week make sense? I'm available [Day 1] or [Day 2]: [Phone].
Respectfully,
[Your Name]
✦ Why it works: Leads with specific, actionable insight the seller can evaluate. "I have a specific theory" is a phrase that gets people curious. Numbers make claims credible.
⚡ PropKit Tip
When you relist an expired home, your listing description must work harder than the first time. The home will show up in "back on market" search results — buyers will notice the history. Use PropKit's listing generator to write a fresh, compelling MLS description that reframes the property's best features and creates new momentum.
Template 3: The Postcard / Short Version
Best for: Direct mail campaigns targeting multiple expired listings at scale.
📬 Template 3 — Postcard / Short Form (75 words)
Your home at [Address] didn't sell. Here's what I think happened — and how I'd fix it.
I've sold [X] homes in [Neighborhood/City] this year. I know this market. And I have a specific plan for relisting your home that's different from what you had before.
Free 15-minute consult — no pressure, just information. Call or text: [Phone].
— [Your Name], [Brokerage]
✦ Why it works: Short enough to be read. "Here's what I think happened" triggers curiosity. Social proof in one sentence. Low-barrier CTA.
Template 4: The "Second Chance" Letter (For Longer Expired)
Best for: Homes that expired 30–90 days ago and haven't relisted yet.
📬 Template 4 — Second Chance (160 words)
Dear [Name],
I know you've probably received a lot of letters about your home at [Address] over the past few months. I waited to reach out because I didn't want to add to the noise when the market wasn't in your favor.
I'm reaching out now because something has shifted: [specific local market update — e.g., "Inventory in [ZIP] dropped 18% last month and homes priced under $[X] are selling in under 10 days again."]
This window typically lasts 45–60 days before inventory adjusts. If you've been waiting for the right moment to try again, this may be it — and I'd like to show you the data.
No obligation. Just a 15-minute call and a current market analysis, on me.
[Your Name] | [Phone] | [Email]
✦ Why it works: Timing the outreach to a market shift gives you a genuine, specific reason to call. "I waited to reach out" signals you're not desperate.
Template 5: The Follow-Up Letter (After No Response)
Best for: Sellers you've already contacted once with no callback.
📬 Template 5 — Follow-Up #2 (120 words)
Dear [Name],
I sent a letter about [Address] a couple of weeks ago — I imagine you've received a lot of outreach and mine may have gotten lost in the pile.
I'm reaching out one more time because [1 new piece of data — e.g., "a comparable home on [Street] just went under contract in 6 days at $[X]" — and I think it's relevant to your situation].
If you're still thinking about relisting, I'd genuinely like to help. If you've decided to stay put for now, I completely understand — and I hope the market cooperates when the timing is right.
[Your Name] | [Phone]
✦ Why it works: Acknowledges you've reached out before — shows respect. New data point justifies the second touch. The "if you've decided to stay put" line actually generates callbacks by removing pressure.
When You Win the Relisting — Make the Copy Count
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The Expired Listing Follow-Up Sequence
One letter rarely wins the listing. Top agents use a multi-touch sequence:
- Day 1: Letter (Template 1 or 2) + optional door knock
- Day 4: Brief phone call — "I sent a letter and wanted to make sure it arrived."
- Day 10: Second letter (Template 5) with new market data
- Day 21: Third touch — handwritten note or relevant market update email
- Day 30+: Monthly market update card — keeps you top of mind without being pushy
Most agents give up after one contact. The agents who consistently convert expired listings follow up 4–5 times. The seller will remember who was persistent without being annoying.
What to Say When They Call Back
When a seller responds to your letter, the worst thing you can do is go straight into listing presentation mode. Instead:
- Listen first: "Before I share anything, I'd love to understand — from your perspective, what do you think happened with the last listing?"
- Validate: Don't criticize the prior agent. Acknowledge the frustration.
- Offer the diagnosis: "Based on what you've told me, here's what I think we'd do differently..."
- Set the appointment: "Can we meet at the property this week so I can put together a proper analysis for you?"
Frequently Asked Questions
How do you write a letter to an expired listing?
An effective expired listing letter must: acknowledge the seller's frustration without criticizing their past agent, provide a specific and credible reason why your approach will get a different result, and include a clear, low-pressure call to action. Avoid generic language — sellers who've had a failed listing have heard every pitch.
Do expired listing letters still work?
Yes — expired listings are one of the highest-conversion lead sources in real estate, with response rates of 3–8% for well-written letters. The seller is already motivated. They already want to sell. They just need a reason to trust a new agent.
When should you send an expired listing letter?
Send within 24–48 hours of the listing expiring. Sellers receive a flood of outreach the day after expiration — being in the first wave matters. A handwritten or personalized letter sent same-day will stand out from mass-printed postcards.
Is it legal to contact expired listing sellers?
Yes, expired listing sellers are generally contactable. However, you must check the Do Not Call registry before calling, and in some states there are specific rules about timing of contact. Always consult your brokerage's compliance guidelines.
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