The Ultimate Script and Strategy Playbook for Expired Listings

In a real estate environment marked by rising competition, shifting buyer-seller dynamics, and economic unpredictability, agents can no longer afford to ignore expired listings. Expireds, as they’re known in the industry, are homeowners who tried and failed to sell. They’re often frustrated, increasingly open to a change, and primed for a smart agent with a sharper plan.

This guide outlines a clear, strategic, and script-backed approach to mining expired listings for seller opportunities. With insight drawn from proprietary data and industry-leading practices, it’s built for agents looking to outmaneuver the status quo.

Why expired listings matter now

With more agents exiting the business, more homeowners will soon be searching for experienced professionals who can actually deliver. In fact, 32 percent of real estate professionals surveyed by Luxury Presence said they expect an increase in agent attrition in the next 12 months, creating a service gap for savvy agents to fill.

What’s more, the top marketing goal among agents heading into 2025 is generating higher-quality online leads. But while others spend heavily on ads and SEO, expireds offer a fast track to high-conversion conversations with almost no budget required.

Understand the psychology of an expired listing

Before strategy comes empathy. Sellers of expired listings are often carrying a heavy emotional load. They’ve staged, prepped, and possibly even moved, only to watch their listing sit and eventually go stale. When a listing expires, so does the seller’s confidence in real estate professionals.

They may be:

• Feeling abandoned or misled by their previous agent
• Embarrassed that their home didn’t sell
• Exhausted by the process and hesitant to try again
• Suspecting the market, not the strategy, is to blame

This is where your emotional intelligence becomes your superpower.

Approach every expired listing lead with the understanding that this is not just a business transaction; it’s a recovery mission. Your role is not to critique the prior agent or pitch your services aggressively. Your role is to listen, validate, and provide clarity on what went wrong and what can be done differently. As one top-producing agent put it: “Learning the art of open-ended questions changed my life and my business more than anything.”

Agents who succeed in this space lead with trust, not tactics. And trust is built when a seller feels seen, not sold.

Step 1: Set up your expired listings system

To get started, you need access to timely data. Most MLS systems allow agents to generate a daily list of expired listings filtered by criteria such as price, location, and days on market. Set up automatic email notifications, then build a CRM workflow that allows you to tag and track these contacts.

Agents who work expireds successfully treat this like a numbers game and a relationship game. You need the volume of outreach and the systems to nurture leads long-term.

According to Luxury Presence’s internal platform data, agents using CRMs outperform others significantly, and 83.5% of professionals surveyed already use one.

Step 2: Research before outreach

Before reaching out, learn why the listing expired. Was it overpriced? Were the photos subpar? Did the agent lack marketing acumen? A quick look at the listing history, photos, and description can give you insight.

Next, check the seller’s situation. Is it an absentee owner? Was the home occupied? Use public records and skip tracing tools to learn more about their motivation — or at least confirm they’re reachable.

Every expired listing tells a story, and your job is to read it before you call.

Look for:

• Significant price reductions, which are a red flag for a poor pricing strategy
• Poor-quality or few listing photos
• Generic descriptions lacking compelling copy
• Days on market well above neighborhood averages
• Gaps in digital presence (no property website, poor SEO, lack of video)
• Occupancy or absentee owner status via tax records or skip tracing

Skip tracing tools help you find accurate phone numbers and email addresses, especially useful if the seller has moved. Services like Spokeo, LexisNexis, or REIPro can help you identify mailing addresses or phone numbers not listed on the MLS. Add notes in your CRM on what failed and what your approach would do differently.

Step 3: Nail your first contact with these scripts

Scripts, or frameworks as some call them, are critical when prospecting expireds. As top producer Ben Belack says, “Agents say they don’t want to make calls because they don’t know what to say. When you know what you’re going to say, you don’t feel salesy. You feel like an advisor.”

The key to successful expired outreach is empathy, not ego. Remember, this homeowner already trusted someone, and it didn’t work out. Your job isn’t to sell — it’s to listen, empathize, and offer a solution.

Here are two tested scripts for first contact:

Phone Script (Initial call):

Hi, is this {name}? This is {your name} — I’m a local real estate advisor here in {area}. I noticed your home recently came off the market, and I imagine that must be frustrating. I specialize in helping homeowners relaunch their listings and actually get them sold. Do you have a moment to talk about what happened and what your goals are now?

Voicemail Script:

Hi {name}, this is {your name} with {your brokerage}. I saw your home recently came off the market, and I wanted to offer a quick second opinion — no strings attached. I’ve helped several homeowners in your situation get better results the second time around. If you’re still considering a move, I’d love to share a few ideas. My number is {your number}. Talk soon.

Not a fan of scripts?
You’re not alone. Many agents think they sound canned. But a good script isn’t about memorizing lines. It’s about having a clear, confident starting point that helps you connect, stay on message, and handle objections under pressure. Think of it as scaffolding — you can build your own voice around it.

Step 4: Deliver value

If they agree to meet or chat further, come armed with a tailored mini CMA and a few examples of listings in their price range that sold recently, particularly those that succeeded where their last effort failed.

Explain how your approach is different. Use the Luxury Presence-powered listing pages, home valuation tools, and advanced lead capture forms to show them how you’ll elevate their online presence, a critical factor in today’s digital-first market. Remember, Luxury Presenec clients averaged $24 million in annual sales volume in 2024, nearly 10 times the national average.

Here’s a positioning line:

My marketing strategy is designed to elevate your property’s brand beyond the MLS. Using a suite of cutting-edge branding tools — from custom single property websites to strategic social media and high-impact visuals — I ensure your home captures attention and leaves a lasting impression from day one.

Once the door is open, bring value they haven’t seen yet.

Tailored CMA:

• Include listings that sold at a similar price point with better presentation
• Their home compared to those with pro staging, twilight photography, or stronger digital marketing
• Specific pricing strategy adjustments based on their home’s features

Visual Proof:

• If their listing used dark, phone-quality photos, show side-by-side examples of your high-end images
• If they had no property-specific website, show your Luxury Presence-powered listing pages and how they convert leads
• If buyer traffic was low, explain how your targeted digital campaigns drive visibility from day one

Example positioning lines:

• My last expired listing sold in 16 days with zero price reduction. The difference was strategy, not luck.
• The market didn’t fail your home; the marketing did. I’d love to show you how we can reposition it for results.

Step 5: Follow up relentlessly — but thoughtfully

Most expired listing wins don’t happen after the first call. They happen after the third or fourth touch. This is where your CRM becomes indispensable. Set reminders. Automate email drips. Drop a postcard. Even better, send a personalized video.

Example follow-up email:

Subject: Just wanted to follow up, {name}

Hi {name},
I enjoyed our quick chat earlier and just wanted to follow up with a few ideas that could help you sell your home faster and for more. I’ve included a market update below — let me know if you’d like to schedule a time to discuss next steps.
Best,
{your name}

The first call is rarely the winner. The win is in your system.

Suggested cadence:

• Day 1: Initial call + voicemail
• Day 3: Email with CMA or market snapshot
• Day 7: Personalized video (see below)
• Day 14: Value-add postcard (success story or testimonial)
• Day 21: Text or call with new market insight

Video ideas:

• A local market update
• A personalized tip (e.g., “Your backyard is a standout. Here’s how I’d market it.”)
• Introduction to you, your team, and your approach

Email drip themes:

• Recent case studies of expired listings you successfully sold
• Market shifts and why now may be a better time to re-list
• Tips for better staging, open house tactics, or pricing strategy

Postcard ideas:

• Before-and-after listing photography
• Testimonials from clients who had failed attempts before you stepped in
• A QR code to a valuation landing page or recent local market report

Common objections and how to handle them

Even with empathy, expect pushback. Here’s how to respond without resistance.

“I’m not ready to list again.”
That’s completely understandable. I’m not here to rush you — just to offer a second perspective on what may have gone wrong, and how we could approach things differently. Even if you choose to wait, I’d love to leave you with a few takeaways.

“I had a bad experience with my last agent.”
I’m really sorry to hear that — unfortunately, it happens more often than it should. My approach is rooted in proactive communication and transparency, so you always know what’s happening and why.

“I think the market just isn’t right.”
It may feel that way — but often, it’s less about the market and more about the strategy. Homes are still selling — the question is what they’re doing differently. I’d love to walk you through a few examples.

Let’s build your expireds engine

Luxury Presence powers over 15,000 real estate businesses and serves more than 60,000 agents. With tools built to convert and a platform trusted by nearly one in three of the industry’s best, we’re ready to help you turn expireds into active listings.

Ready to dominate your market? Book your free strategy session with Luxury Presence today.