Million Dollar Team Principle #22: Send expired and canceled listings three letters over a ten day period. Be bold and confident you have the right stuff to finally get it sold
If expired listings are sitting out there ready to list… why isn’t my team calling them?
When a home doesn’t sell, it’s not a failure,it’s an opportunity.
And if you’re bold enough to seize it, you can turn another agent’s miss into your win.
The truth is, one letter won’t cut it.
But three letters,delivered with confidence, clarity, and urgency over a tight 10-day window,create the repetition and credibility needed to spark action.
Why Three Letters Work
Each letter has a distinct purpose:
Letter One – “We Know Why Your Home Didn’t Sell. Do You?”
Strike fast and strike bold. Most sellers are confused and frustrated.
This letter is the one who has answers. You break the ice with empathy, then call out the elephant in the room,their home didn’t sell for a reason, and you know what it is.
Letter Two – “Why Homes Don’t Sell”
Now you provide value. Educate them.
Show them common mistakes: bad pricing, poor marketing, weak negotiation, lack of urgency.
This builds your credibility and subtly reinforces that their last agent missed the mark.
Letter Three – “How We Sell Homes That Others Couldn’t”
Now it’s time to present your plan,with proof.
Highlight your strategy, include social proof (testimonials, results), and make it clear:
You are the solution.
Show them you’ve done it before. You’ll do it again.
But only if they take action.
Why the Sequence Matters
The Rule of Thirds applies here too:
- One-third of expired listings re-list with the same agent.
- One-third re-list with a new agent within 6 weeks.
- One-third wait and re-list months later.
That’s why the three-letter sequence is so powerful.
You create a 10-day awareness surge that plants the seed for immediate action,
or positions you as the go-to expert when they’re finally ready.
