Agent playbooks
How to convert FSBO and expired listing leads into listings
A practical playbook for FSBO leads and expired listing leads: seller psychology, first-call openers, objection handling, follow-up and listing prep.
· 8 min read
Real estate leads
Expired listing leads from sellers who want another try
Expired listing leads from homeowners whose listing ended without a sale and who asked an agent to contact them. They opted in, so you start with a seller who wants a new plan, not a stack of cold MLS expireds.
Who they are
Who expired listing leads are
Traditional expired prospecting means calling every homeowner whose listing dropped off the MLS that morning, alongside a dozen other agents. Expired listing leads on Maple are not built from MLS data. They are homeowners whose listing ended, who responded to an ad, and who asked an agent to contact them. They raised their hand, and consent is stored with each lead.
These sellers are often frustrated and a little skeptical. Their home sat, the price was cut, showings dried up, and the relationship with their last agent may have soured. The trigger to raise their hand is usually still needing to move: the job, the next home or the life change has not gone away. Many want to relist, but not the same way.
Your edge is a clear diagnosis. Expired sellers want to know why it did not sell and what you would do differently. Price is usually part of the answer, but so are presentation, marketing and access for showings. Before you call, make sure any listing agreement has actually ended; that is your responsibility to confirm.
Playbook
How to work expired listing leads
What the best-performing teams do from the moment the lead lands.
- 01
Confirm status, then listen
Confirm the listing has ended and they are not under contract with another agent. Then ask what happened: how long it was listed, what feedback they heard and what they would change. Let them vent. An expired seller who feels heard is far more open to your plan than one who feels pitched.
- 02
Book a relisting consultation
The first-call goal is a relisting consultation at the home. Prepare a CMA with your own comps, including homes that sold while theirs sat. Offer two times and ask that every decision-maker attend. The appointment is where you show your diagnosis and marketing plan.
- 03
Diagnose price, presentation and access
Most expireds fail on one of three things: price, presentation or access. Be specific and kind. Show sold comps against their list price, point to photo or staging fixes, and ask how easy showings were. Sellers relist with the agent who explains the failure without blaming them.
- 04
Handle 'we're taking a break'
Respect it, then ask what would need to change before they try again. Many come back in a season once the frustration fades. Offer a quarterly value update and permission to call when market conditions shift. Staying in touch costs little and expired sellers often relist within months.
- 05
Follow up with a written plan
After the consultation, send a short written plan: price strategy, prep list, marketing and a showing schedule. Follow up within two days, then weekly until they decide. If they choose another agent, keep a light quarterly touch; listings expire again more often than you might expect.
Campaign setup
Set up your campaign
Recommended settings for buying expired listing leads on Maple Leads.
- Warm and Cold tiers fit expired sellers, who choose agents on their plan rather than the speed of the first call.
- Filter by the ZIPs you farm and the home values where you have recent sales to show as comps.
- Pair with FSBO and Seller campaigns in the same areas; many expireds try selling on their own next.
- Add Aged leads as a low-cost list for quarterly value updates to sellers who are taking a break.
- Schedule delivery for daytime and early evening, when homeowners are most willing to talk through a relisting.
Pricing
Priced by speed
Hot 1
$110
Under 15 min
Exclusive · 1 buyerHot 2
$85
15 min – 30 min
Up to 2 buyersHot 3
$65
30 min – 45 min
Up to 3 buyersWarm 1
$55
45 min – 2 h
Up to 3 buyersWarm 2
$45
2 h – 4 h
Up to 3 buyersWarm 3
$35
4 h – 8 h
Up to 3 buyersCold 1
$20
8 h – 12 h
Up to 5 buyersCold 2
$15
12 h – 18 h
Up to 5 buyersCold 3
$10
18 h – 24 h
Up to 5 buyersAged
$5
1–30 days
Up to 50 buyers
Price per expired listing lead, set by its age when it's routed to you. Same ladder for every lead type.Full pricing
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FAQ
Expired listing leads questions
How are these different from MLS expired lists?
MLS expired lists include every owner whose listing ended, whether or not they want to hear from an agent, and every agent in the area calls the same names. Maple expired listing leads are homeowners who answered an ad and asked an agent to contact them, with consent stored with the lead.
Do expired listing leads include MLS history?
No. The record includes contact details, ZIP, home value, timeline and property type. It does not include MLS data, previous list price or days on market. Ask the homeowner about their listing history on the first call, which also opens the conversation about what went wrong.
What if the homeowner is still under contract with an agent?
Confirm the listing agreement has ended before discussing a new listing. If it is still active, be polite, say you can talk once it ends and schedule a follow-up. You are responsible for following your local board and brokerage rules on contacting listed sellers.
What should my relisting pitch focus on?
A clear diagnosis of why it did not sell, usually price, presentation or access, and a specific plan to fix each. Bring sold comps, examples of your marketing and a showing plan. Expired sellers are wary of promises, so be concrete and avoid guaranteeing a price.
Which tiers make sense for expired listing leads?
Warm and Cold tiers work for most agents because expired sellers decide on the quality of the plan over days, not minutes. Shared leads are fine if your consultation is strong. Aged leads are useful for longer nurture with owners who have paused their sale.
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