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
Seller leads from homeowners thinking about listing
Seller leads from homeowners who asked what their home might sell for or requested a call from a listing agent. Work them for appointments and CMAs, and choose the tiers that fit a longer sales cycle.
Who they are
Who seller leads are
A seller lead on Maple is a homeowner who responded to an ad about home values or selling, answered a few questions and asked an agent to contact them. Real estate seller leads tend to start with a question rather than a decision: what is my home worth, and what would I net if I sold? That question is your opening.
The triggers are familiar to any listing agent: a move for work, a growing or shrinking household, a divorce or estate, or simply seeing a neighbor's sign and wondering. Few sellers list the week they ask. Many are three to twelve months out, and the agent who stays useful through that period usually gets the listing. Treat listing leads as a pipeline, not a same-day sale.
Because the cycle is longer, the economics are different from buyer leads. A seller who replies tomorrow is nearly as valuable as one who replies in ten minutes, and the first agent to call does not always win; the one with the clearest pricing story does. That makes Warm, Cold and even Aged tiers a reasonable buy for seller leads if your follow-up is disciplined.
Playbook
How to work seller leads
What the best-performing teams do from the moment the lead lands.
- 01
Lead with the value question
Open with what they asked about. Confirm the address, ask a few questions about updates and condition, and tell them you will prepare a comparative market analysis. Pull your own comps before the appointment; the lead record gives you location, home value and property type, not property records.
- 02
Book the listing appointment
The first-call goal is an appointment to walk the home and review the CMA, ideally with every decision-maker present. Offer two specific times. If they are not ready to meet, book a call to send the CMA by email and review it together, which keeps the next step on your calendar.
- 03
Answer the 'we're just curious' objection
Curious sellers are early sellers. Agree that there is no rush and explain that pricing is easier to plan when they know their number months in advance. Ask what would need to happen for them to move. Their answer, a job, a school year, a purchase, is your follow-up date.
- 04
Talk net, not just price
Sellers decide on what they keep, not what the home sells for. Walk through an estimated net sheet with typical costs and any payoff they share with you. If they need to buy their next home, introduce a lender early so the sale and purchase can be planned together.
- 05
Nurture on their timeline
For sellers more than three months out, set a monthly touch: a short market update for their neighborhood, a refreshed value estimate each quarter, and a call when a comparable home sells. Log the trigger event they mentioned and call when it is due. Persistence over months is how listing leads convert.
Campaign setup
Set up your campaign
Recommended settings for buying seller leads on Maple Leads.
- Run Warm and Cold tiers for seller leads; the lower price fits a longer sales cycle and the lead stays relevant for days.
- Keep a separate Hot campaign only if you want first-call advantage in competitive ZIPs, with a tight daily cap.
- Filter by the ZIPs you farm and know well, where your pricing story and recent sales are strongest.
- Use the timeline filter to route ASAP and 1–3 month sellers to your listing agents and longer timelines to a nurture campaign.
- Consider Aged leads in your farm area as a low-cost list for a monthly market-update campaign.
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 seller lead, set by its age when it's routed to you. Same ladder for every lead type.Full pricing
Start receiving seller leads.
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- Hot 1 leads exclusive for the first 15 minutes
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FAQ
Seller leads questions
What is a seller lead on Maple?
A homeowner who answered an ad about selling or home values and asked an agent to contact them. Each lead includes contact details, ZIP, expected home value, timeline and property type, plus a stored consent record. They are inbound requests, not names from a public-records or MLS list.
Why buy seller leads in Warm or Cold tiers?
Sellers usually take weeks or months to decide, and they choose agents on pricing and trust more than on who called first. A lead that is a few hours old is still a live conversation, and the lower tier price improves your cost per listing. Fast buyers are a different story.
Do seller leads include property details or equity?
No. The record includes the home value, timeline and property type the homeowner selected, along with contact details and ZIP. It does not include MLS data, public property records or equity. Pull comps and ask about the mortgage balance during your conversation, as you would with any listing prospect.
What is the best first-call goal with listing leads?
An appointment to see the home and present a CMA. If they are not ready to meet, book a time to review an emailed CMA by phone. Either way, the call should end with a date on the calendar and a clear reason for the next conversation.
Can I get leads from people who want to buy and sell?
Yes. Buyer & Seller is its own lead type and is included in both the buyer and seller pages. These homeowners need to sell and buy, so line up a lender early and plan the sequence of both transactions with them on the first appointment.
Related lead types
Guides
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· 9 min read
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