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Get the email every WednesdayWhy 1 in 4 listings fail — and the seller conversation that wins
Sellers are facing something they haven’t experienced in years: competition. The agents who bring strategy instead of sympathy are the ones still getting homes sold.
Last week we talked about buyers. Today let’s talk about what this market shift means for sellers. Because here’s a stat most homeowners don’t realize: about 1 in 4 listings fail to sell right now.
In other words, sellers today don’t just need an agent. They need strategy. Sellers are facing something they haven’t experienced in years: competition.
But this is where great agents stand out. Because the homes that are priced correctly, positioned correctly, and marketed correctly are still selling.
Your role is to provide clarity. Sellers today don’t just need an agent — they need strategy. And the easiest place to start delivering it is your own CRM.
The sellers already hiding in your CRM
First: people who asked about selling but never listed. Think home value inquiries, online leads, referral conversations, and the “maybe next year” sellers. Many of them are still waiting for guidance.
Second: past clients who bought 3–5 years ago. Life changes fast. They may now have growing families, relocations, lifestyle shifts, or significant equity. Even with market fluctuations, average prices in this snapshot are around $646,000 — and that creates move-up opportunities.
The simple seller messages that restart conversations
You don’t need a long market report. Just start with clarity.
Message #1 — Market Update: “Hey [Name], quick market update for you. Inventory has increased and homes are averaging around 89 days on market right now. The homes priced correctly are still selling. Have you thought any more about your timing for selling?”
Message #2 — Equity Check: “Hey [Name], I was reviewing property values in your neighborhood and prices have shifted over the last year. Would it be helpful if I sent you a quick update on what your home might be worth today?”
Message #3 — Strategy Question (my personal favorite): “Hey [Name], quick question. If you were planning to sell in the next year, would you rather wait and hope the market improves… or know exactly what strategy would get you the best result today?”
That last one creates curiosity instead of pressure. And curiosity creates conversations.
Find 2 homeowners. Today.
Go into your CRM and find two homeowners who previously mentioned selling. Send one of these messages. Track the responses. You might be surprised how many conversations restart.
Because your database isn’t dead. It’s full of people whose plans paused. And when markets shift, the agents who reconnect first win.
This exercise is designed to do one thing: set appointments. Track your progress and pay attention to what is converting.
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