CAMPAIGN 03
A seller who still wants to sell, and has just run out of patience.
An expired listing is the least ambiguous signal in real estate. Someone decided to sell, committed to it publicly, and it did not work. Every agent in the city knows this, which is why the owner will get eleven identical letters about marketing. The way to win is to send the twelfth one, and make it about buyers instead.
How it works.
The data it reads, the argument it makes, and what runs without you.
The data
Listings are watched across every feed covering the city and caught the day they come off. Each is scored into a protocol tier by price band and property class, because the argument that works on a $900,000 condo is not the argument that works on a $6M estate — the buyer for each is found in a completely different way.
The strategy
One line, the same across every tier: the right buyer never saw it. That moves the failure away from the seller’s price and away from the last agent’s competence, and onto something fixable. Then the protocol differs — in a building the buyer pool is unusually knowable; at $10M the buyer is found and named rather than waited for.
The automation
Detection is same-day. Tier assignment is automatic from price and class. The buyer pool builds from who owns the comparable homes around the property — which the platform can do because it holds the whole ownership record of the city, not just what is currently listed.
The protocol, by tier.
Your buyer already lives near here
The profile is built from who owns comparable homes around them, then the search goes and finds more people exactly like those owners.
Same method, tighter pool
At $3M and above the comparable set is small enough that the buyer profile becomes a named list rather than a description.
The buyer is found, not attracted
At this level the buyer is almost never the person who walks an open house. They are found, named and approached directly — and the search runs until the price is met, not until the listing tires.
Three pools, all knowable
People already in the building who want a different unit, people in comparable buildings, and renters in the area at the point of buying. The campaign goes at all three.
Being the first name they think of.
Movement produces two opportunities, not one: the property it happened to, and everyone who watched it happen.
The seller
They are not discouraged about selling. They are discouraged about the agent they picked. That is a narrow, specific disappointment with a short half-life — within a few weeks they will either relist with someone or give up for the season.
Front of mind means being the same-day letter that is not about marketing. Every competitor leads with exposure and photography. Leading with a named buyer pool built from their own neighbourhood is a different category of conversation.
The street that watched it fail
A listing that sat for four months and came off unsold teaches the whole street something wrong — that the market has turned, or that houses like theirs cannot sell.
That is a correctable misreading, and worth correcting publicly. The street record page shows what actually closed nearby while that listing was sitting. One failed listing does not set a street’s value, and the owners on it are unusually receptive to someone who can show that with recorded sales.
Why they engage before they are ready to commit.
The marketplace lets an owner do most of what they would otherwise need an agent for. The ones who go furthest identify themselves — and they arrive already trusting the source.
Secure your market before someone else does.
One agent holds each California city, and the expired campaign runs the moment your data loads. Thirty minutes on the platform with the broker, using a live market's real records — then we check whether your city is still open.
- 01We run your city's numbers with you — parcels, sales, feed coverage
- 02You see the morning brief, all seven campaigns and the public site as they actually run
- 03If it fits, we talk about holding the city while the paperwork is done
Book a demo
We only run demos with agents who meet the requirements, so we ask up front rather than spending your half hour finding out.