The short answer
An expired listing script works when it opens with empathy and one honest reason the home didn't sell, not a pitch. A FSBO script works when it respects their choice and offers help without strings. Both aim for one thing: a short appointment where you bring data and a plan. Then follow up on a schedule.
Below: the steps, word-for-word scripts for the phone, voicemail and door, replies to the common objections, and the follow-up plan.
Step by step: how to use an expired listing script
- Check status first. Confirm it's expired, not relisted or under contract. Don't solicit a seller under an active listing agreement with another broker.
- Check the Do Not Call lists. National and state. Follow the TCPA and your brokerage policy.
- Do your homework. List price, price changes, days on market, photos, description.
- Spot the reason. Usually price, photos, condition or access.
- Call with empathy. Lead with how they feel, then one honest observation.
- Ask what happened. Then listen. Let them vent about the last attempt.
- Offer a straight-talk review. Where it was priced vs what the market will pay.
- Book 20 minutes. Give two times.
- Follow up on a schedule until they list or tell you to stop.
The expired listing script (phone)
"Hi, is this [name]? This is [you] with [brokerage]. I saw your home on [street] came off the market. I'm sorry. That's frustrating after all that work. Are you still hoping to sell?"
If yes:
"Can I ask what you think kept it from selling?"
Listen. Then:
"I took a look before I called. I think I know part of it, and it's fixable. The photos didn't show the kitchen, and the price sat about where the homes that didn't sell were. I'm not here to blame anybody. Can I have 20 minutes this week to show you what the market's actually saying? Is Tuesday at 5 or Thursday at 6 better?"
Voicemail: "Hi [name], [you] with [brokerage]. I saw your home came off the market, and I noticed one thing that may have held it back. No pitch. Call or text me at [number] if you'd like to hear it."
At the door: "Hi, I'm [you]. I know your home was on the market and I'm sorry it didn't sell. I'm not here to push. I brought a one-page look at what sold nearby while you were listed. Can I leave it with you?"
The FSBO script (phone)
"Hi, is this the owner of the home for sale on [street]? This is [you] with [brokerage]. Good for you for giving it a shot. I'm not calling to talk you out of it. I work with buyers in this area. If I had one who fit, would you work with a buyer's agent?"
Then ask about their plan:
"How are showings going? Where are you headed next? What's your timeline?"
And offer help:
"If you ever want a second set of eyes on the price or what buyers in this range are asking for, I'm happy to send you what sold nearby. No strings. Would that help?"
Expired and FSBO objections: what to say
| They say | What's usually behind it | Try this |
|---|---|---|
| "We're taking a break." | Tired, burned by the last try | "Makes sense. Can I send you what sells around you while you rest, so you know when the timing's right?" |
| "We're relisting with our agent." | Loyalty | "Good. I hope it goes well. If anything changes, keep my number." |
| "We'll rent it out instead." | Fear of selling low | "That can work. Want me to run what you'd net selling vs renting so you can compare?" |
| "We're not paying a commission." (FSBO) | Saving money | "I get it. If I bring a buyer, can we talk about how my side gets paid then?" |
| "I already have buyers." (FSBO) | Testing you | "Great. If one falls through, would you want backup?" |
| "Agents keep calling me." | Overwhelmed | "I'm sorry. I'll make it quick, and I'll only call back if you say it's OK." |
Practice these out loud. See the objection handling framework.
What happens when a listing expires?
The listing agreement ends, the home comes off the MLS and the seller is free to hire anyone or try on their own. That's when the phone starts ringing. Most agents call with "I can sell your home." You call with "I think I know what happened." That's the one they remember.
A worked example (illustration only)
An expired listing: listed 120 days at $575,000, cut once to $560,000. Comps support $535,000 to $545,000. Photos were dark phone shots.
Your read: priced high and the photos hid the best room. Your plan: professional photos, a price in line with the comps, two open houses in the first 10 days, weekly updates and a 21-day review.
Illustration only. Real numbers come from your local MLS.
How to explain it to your client
To an expired seller, at the appointment:
"I'm not going to tell you your home is perfect, and I'm not going to blame your last agent. Here's what sold while you were listed, here's what didn't, and here's the difference. Then here's exactly what I'd change, and when."
To a FSBO seller:
"You might sell it yourself, and if you do, great. Here's what you'd likely net on your own versus with me, after costs. If my number isn't higher, you shouldn't hire me."
Watch-outs
- Do Not Call rules. Check numbers against the national and state lists before cold calling. Texts to people who haven't given consent can raise TCPA and carrier issues. Check with your broker.
- Active listings. Don't solicit a seller under an active listing agreement with another broker.
- Don't trash the last agent. Say "the market," not "your old agent."
- Don't promise a price. Show the data.
- FSBO paperwork. Don't give legal advice. Point them to your state's approved forms and an attorney if they need one.
- Fair housing. Talk about the home and the price, not the neighborhood's people.
Keep going
- All lead and script pages: Leads and scripts training
- Next: the seller lead call script, how to explain a CMA, the listing presentation, "How did you get my number?"
- Show them why it didn't sell: The Truth Report explains why a listing is not selling: price, days on market and the competition, in plain words.
- Practice the call first with the AI Role-Play Coach.
This is training for real estate agents. It isn't legal advice. Follow calling laws, your state's rules and your brokerage policy.
Questions
What do I say to an expired listing?
Open with empathy, ask if they still want to sell, ask what they think happened, then share one honest observation and ask for 20 minutes.
When should I call an expired listing?
Soon after it expires, and only after confirming it isn't relisted or under contract.
Do expired listing letters work?
They can, as one touch in a plan. A letter with a specific observation about their home beats a generic one. Pair it with calls where allowed.
How do you approach a FSBO?
Respect the choice, ask about their plan, and offer help without strings. If you have a buyer, ask if they'd work with a buyer's agent.
What do FSBOs care about most?
Saving money. Show them what they'd net with you vs without you.
How long should I follow up?
Until they list or sell, or ask you to stop. Weekly for FSBOs, every two weeks for expireds, then monthly.
Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.