Steve Olson
• 23 min
How to get more expired listings without cold calling in 2025
Your Brand with Steve Olson
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If you're like most agents, you’ve probably pulled an expired list, picked up the phone, and started dialing. That script usually sounds something like, “Hi, I noticed your home came off the market…” and before you even finish your pitch, you’re already getting shut down. I’ve been there. And over time, I realized there’s a smarter, more sustainable way to approach these homeowners.
In this post, I want to walk you through a system I’ve used that does not involve cold calling. It creates opportunity without friction. More importantly, it actually works in today’s market.
Why Most Agents Fail with Expireds
The first problem I see is the language we use. When you call someone and remind them they failed to sell their home, you’re not making a great first impression. You’re forcing them to relive something that didn’t go well. Even worse, a lot of agents unknowingly insult the previous listing agent, who might have been a friend or family member.
Nobody wants to be told they failed. Nobody wants to hear that their home “didn’t sell because of bad marketing.” That’s not rapport building. That’s just friction.
What I’ve learned is that expired listings are just statistically more likely to sell again. We don’t need to point out their past. We just need to meet them with the right message at the right time.
Why I Stopped Cold Calling
To be clear, I’m not against cold calling. I’ve done my fair share of it, and when you're just starting out or you're in a slump, it can absolutely generate business. But here’s the truth—most agents won’t do it consistently. The rejection stacks up, the motivation dips, and it becomes a grind.
I wanted a method I could repeat every week without needing to psych myself up to do it. Something I could scale. That’s where this four-part approach came from.
Strategy One: Send Handwritten Notes to Expireds Near Your Listings
Whenever I take a new listing, I go into the MLS and identify 50 expired or withdrawn homes within a two-mile radius. I don’t care if I have to go back two years to build that list. I’ll take my time to find the right properties.
Then, I send each homeowner a handwritten letter. Not a printed mailer. Not a glossy postcard. A real note in a real envelope with a real stamp. Something that feels personal because it is.
In that letter, I’ll mention the home I just listed. I might say something like, “You may have seen the sign go up at 123 Main Street. We’re getting strong interest already. I was curious if you might consider selling your home in the next 90 days if I brought you the right buyer.”
That’s it. I never mention their home was previously listed. I never talk about what went wrong last time. I focus on current opportunity, not past failure.
Strategy Two: Repeat When the Home Sells
Once the listing sells, I go back to the same 50 people and send another handwritten note. This time, I talk about what happened—how many showings we had, how quickly it sold, how many buyers are still looking for a similar home.
Now I’m not a stranger reaching out cold. I’m the agent who just got a result nearby. That makes a huge difference in how the homeowner receives the message.
This process is completely repeatable. Take four listings in a month and send 50 notes per listing. That’s 200 personalized touches right there. Do it again when those homes sell and you’ve got another 200.
Strategy Three: Use Buyer Demand to Spark Conversations
If I don’t have a listing, I use my buyers to create the same type of campaign. Let’s say I’ve got a buyer looking for a four-bedroom home in a specific part of town. I’ll go find expireds or withdrawn homes that meet that criteria and send the same kind of handwritten note.
In this note, I’ll say something like, “I have a client looking for a home just like yours. Would you be open to a conversation if I brought you the right terms and price?”
Again, I don’t bring up that they failed to sell in the past. They already know that. I just offer a real opportunity. And when a seller gets a letter that feels authentic, it stands out.
Even if my client doesn’t end up buying the home, I now have a conversation with a potential seller. That can turn into a listing. It’s a win either way.
Strategy Four: Record a Video and Run It as an Ad
If I have no listings and no buyers, I still have one more option. I record a short talking head video that speaks directly to my ideal client. For example, I might say:
“If you live in San Diego, are looking to move in the next 90 days, and want a home around one million dollars with four bedrooms, this video is for you.”
Then I explain that I know of 27 homeowners in the area who would consider selling at the right price. These are expired or withdrawn homes I’ve researched. I’m not promising they’ll all sell, but I am offering access to opportunities most buyers will never see.
I include a link below the video where interested buyers can give me their info. That becomes a highly qualified lead. No fluff, no bait and switch. Just value.
