In this session I opened up my bag and showed exactly what I prepare before I meet with an aged expired listing, a tired landlord or really any motivated seller. An expired seller has already hired one agent who didn't get it done. They want to know what you'll do differently, and the way you show up says a lot before you say a word.
Here's the thing most people don't expect: I don't actually carry a stack of paper in with me. I printed everything out for the stream so you could see it, but I organize it all digitally in a Google Drive folder and pull it up on my laptop or an iPad. The only time I print is when I'm headed somewhere remote where I know I won't have a connection.
1. A CMA of some form or fashion
Number one is information and data: a comparative market analysis built with whatever resources you have. Most agents have access to RPR, and you can pull a seller report for the property there. "It's good information. It's valuable information and it's a way that you can demonstrate that you are organized and that you've taken the time and effort to prepare valuable information for the client."
Most AI tools can do a great job with this too. Feed it the data from your MLS and it will put it together for you.
2. The actual comparable sales from the MLS
Number two is the active, pending and recently sold listings that are comparable to their home, straight from the MLS. This ties right back to the pricing session: "State the facts and tell the truth." These aren't my opinion. They're facts.
For recently sold, use your judgment. I'd say the last 30 to 60 days if you can, but in a rural area or a market without much activity you might need to go back farther.
3. Proof that buyers are out there
Next is what Boldtrail at eXp calls a pitch sheet. I enter a manual listing, and it matches the home against active buyers in my CRM and across Boldtrail nationally, in that price range and in that town. "What does this demonstrate? This demonstrates to them that I have the solution to the problem that they are looking to solve."
If you don't have that tool, don't get stuck on it. There is some way you can document buyer demand. For the two unit seller I shared last week, I skipped the pitch sheet and just showed him the buyers I already had in LeadDeck and on my phone who wanted multifamily in that city.
4. A one page sheet on the science of pricing
This one shows why strategic pricing matters. The more strategic we are with price, the more potential buyers see the home.
I make it very clear that no matter what price we agree on, nothing changes with how we market the property and the plan we put in place. But the price "will have the biggest impact" on how many people see it, which drives how many ask to see it in person, which drives how many offers come in.
5. A pre shoot photo checklist
I include the checklist from the professional photography company I use, so if we go that route they know exactly how to get the home ready.
6. The haymaker: my 7-day stress-free home sale
"Here's the big one. Okay, literally a big one." This is a packet of about 40 pages that walks the seller through my 7-day stress-free home sale, with case studies from homes we've sold using it: days on market, original price and selling price. I'm letting it do the heavy lifting for me.
What if you don't have your own case studies yet? Go into your MLS and pull comparable sales in your market, even if you weren't the listing agent. Make one stack of homes that sat for more than 30 days and took price reductions. Make another of homes that sold in just a few days over asking. In most markets you can find both.
Then let the seller choose. Would you rather be the seller who starts too high, comes down, and eventually sells below even the reduced price? Or the one who sells quickly, over asking, with just a few days on market? "You just state the facts and tell the truth and you let them decide."
How I give a recommendation
When they ask what I'd do, of course I give them a recommendation. This is worth writing down. I frame it as if they were my family: here's what I'd recommend to my parents or my brother, and here's what I'd do if it were my property. "And that said, ultimately you have to be comfortable with whatever you decide."
With expireds, pricing is usually a big reason it didn't sell. Probably not the only reason, but a big one. So I present the data and let them make the call, "because when it's their idea, they're more compliant." If you try to convince them, they're more likely to resist.
The whole aged expired timeline
The appointment is near the end of the process, so I walked through it from the beginning:
- Get the expired data from your MLS.
- Scrub it with the filter cheat sheet and the MLS checker so you're left with expired, cancelled or terminated listings that haven't resold and aren't active or pending.
- Import into LeadDeck with skip tracing and start tapping your way to more conversations.
- Ask one simple question: "Are you still accepting offers?"
- When they say yes, get them verified offers and present those first.
- More often than not, they'll object to those offers. That's when you ask: "Would you be totally opposed to exploring other options or solutions because I think your property will qualify for our 7-day stress-free home sale program."
That objection is a good thing, not a bad thing. You've delivered what you promised, and it tells you they're legitimately thinking about selling. And when an offer does work, you've matched two willing parties and you get paid. "Problem solvers get paid."
Grab the resources
I'm putting these resources in our free Skool community, 1 Deal A Week In Real Estate, under the New Member Bonuses in the Classroom tab, so you can model them. Notice I said model them. Even if you don't have the same tools I do, be resourceful with what you've got, and let AI help you build your own versions.
Key takeaways
- Organize your appointment materials in a Google Drive folder instead of printing a stack of paper.
- Bring a CMA plus the active, pending and sold comps straight from the MLS.
- Show proof of buyer demand, with a pitch sheet or whatever data you have.
- Explain that price changes who sees the home, not how hard you work to sell it.
- Use real case studies, yours or your market's, and let the seller pick which seller they want to be.
- Give your recommendation as if they were family, then let it be their decision.
Chapters
- 00:00 What I bring to every expired listing appointment
- 01:30 Why we offer first, before the appointment
- 04:30 Where this fits in the 1 Deal A Week Blueprint
- 05:00 Why I deliver it all digitally
- 05:30 A CMA of some form or fashion
- 06:30 Active, pending and sold comps from the MLS
- 07:30 The active buyer pitch sheet
- 09:30 The science of pricing sheet
- 11:00 The pre shoot photo checklist
- 11:30 The 7-day stress-free home sale packet
- 13:00 Building case studies from your own market
- 14:00 How I frame a recommendation
- 15:30 The whole aged expired timeline
- 19:00 Resources in the Skool community
- 22:00 Wrapping up and what's next