📈 Mastering Expired Listings: Scripts, Strategies, and

Success for Realtors

Expired listings are making a comeback in today’s shifting market, offering Cleveland-area Realtors a valuable opportunity to grow their business. In this week’s Tuesday Training, Mike Ferrante, Team Leader of the 21 Mike Team at Century 21 HomeStar, along with Broker/Owner Tony Geraci, shared actionable insights on approaching expired listings with confidence and closing them effectively.

🏠 Why Expired Listings Are Back

While Greater Cleveland remains a seller’s market, it is not the frenzied environment of recent years. More homes are sitting on the market without selling, leading to an increase in expired listings. Common reasons include:

Overpricing
Unrealistic seller expectations
Insufficient marketing
Short listing periods

These sellers have already raised their hand—they want to sell. Your job is to position yourself as the solution.

🔑 Step 1: Do Your Homework

Before contacting an expired seller, research is key:

Review the property’s listing history
Analyze comparable sales (CMA)
Note time on market and price changes
Identify the prior listing agent and brokerage

Arriving informed shows professionalism and builds credibility.

📞 Step 2: Choose the Right Approach

Whether you call, email, or knock on their door, consistency is critical. Follow legal guidelines such as the Do Not Call list and CAN-SPAM Act.

Example Script:

“Hi, this is Mike from Century 21 HomeStar. I noticed your home was recently on the market. Are you still interested in selling?”

This opens the door for dialogue without sounding pushy.

💼 Step 3: Lead with Value

Stand out by offering solutions, not just promises:

Customized marketing plans
Professional photography and video tours
Targeted online and social media campaigns
Detailed feedback systems for showings

Tony Geraci emphasizes bringing a tangible item—such as a CMA, marketing plan, or market report—when meeting in person.

💬 Step 4: Ask the Right Questions

Uncover the seller’s frustrations and motivations:

“Why do you think your home did not sell?”
“How did you determine your asking price?”
“If your home sold tomorrow, where would you move?”

These questions create engagement and allow you to tailor your value proposition.

⏳ Step 5: Consistent Follow-Up

Many expired listings take 30–60 days before the seller re-lists. Maintain a light but consistent touch through calls, handwritten notes, and market updates.

“One expired a month could change your business,” says Mike Ferrante. “Keep an eye on them daily so you spot the opportunities.”

🌟 Final Takeaway

Expired listings in Cleveland are a goldmine for agents willing to approach them with preparation, empathy, and a clear plan. By combining market expertise with genuine problem-solving, you can transform frustrated sellers into loyal clients.