CAMPAIGN 01
The house nobody has decided about yet.
An estate opens, a house sits empty, and a fiduciary who never asked for the job has to decide what happens to it. Most agents arrive at the end of that process asking for the listing. This campaign arrives at the start, offering the one document the estate is required to produce anyway.
How it works.
The data it reads, the argument it makes, and what runs without you.
The data
County probate filings, matched to the parcel by normalised address, then checked against recorded sales so an already-sold estate is never written to. Filings carry the date of death, which is the effective date every valuation in this campaign is built around.
The strategy
Lead with the date-of-death valuation. The estate must establish value as of the date of death whether or not it ever sells, and the attorney needs it in the file. Offering that first makes the first contact useful rather than acquisitive — and it is the only thing in the sequence that asks for nothing.
The automation
Filing lands, parcel matches, sold-check runs, sequence starts. Letter 2 is gated: it cannot post until the valuation is published to its own page, so the QR code on the letter can never lead somewhere empty. A suppression stops the whole sequence permanently, across every channel.
The sequence.
A hand, not a pitch
Introduce yourself as someone who does this every day, and offer the date-of-death valuation the estate is required to establish. Ask for nothing.
The valuation the estate needs
Deliver the finished valuation via the QR on the letter, with present-day value alongside it. Then the practical follow-on, led by the insurance vacancy clause on an empty house.
Clearing a lifetime of belongings
The hardest physical task and the one people put off longest. Estate sale versus auction versus donation, what is worth shipping to a sibling, and who does the rest.
You may not want to sell at all
The month that says it plainly: renting, a beneficiary buying out the others, or keeping it are all real answers — and who to ask about each, because it is not you.
If you do sell, what is worth doing first
Honest triage. Most estate homes need far less preparation than an agent will tell them. Inspections up front so nothing derails later.
Wherever this landed, here is where I am
A closing letter that assumes nothing. If it is sold or kept, say so and the writing stops. If it is still in front of them, the offer stands unchanged.
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 petitioner
A court-appointed fiduciary, usually a son or daughter, personally liable for decisions about an asset they did not choose to manage — while grieving. They are not a lead. They are someone with a problem that has a deadline attached.
Front of mind means being useful before you are needed. The valuation arrives in month one and costs them nothing. By month four, when the family finally has the conversation about what to do with the house, you are the person who already helped, and the only agent whose name is in the file.
The street around it
An estate home is usually the longest-held property on its block and often sells below the tract median because the family wants it finished. That single sale resets what every neighbour believes their own house is worth.
The recent-sale campaign picks it up automatically. When the estate closes, the neighbour audience builds from the same street and tract — so one probate file produces the listing and a mailing to forty or more owners who just watched a comparable trade.
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 probate 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.