Expired Listing Campaign

The expired listing campaign, on autopilot.

A three-letter campaign that reads like you actually looked at their house — built from your real MLS data, mailed weekly, and scrubbed so nobody who relisted keeps getting letters. Each week you upload two files, say go, and Claude hands you back letters plus an updated workbook to save.

Step 1. Install the campaign skill

This is the part everything else depends on. Do it once and it's available in every chat on your account.

1. Download the skill file from the email above to somewhere you can find it.
2. Click your name at the bottom-left of Claude, then open Settings.
3. Go to Capabilities → Skills.
4. Click Add skill (it may say Upload skill) and choose the file.
5. Make sure it's turned on for your account, then confirm you can see it in your Skills list.

Step 2. Tell Claude who to go after

Your MLS pull is deliberately wide, because the rest of it is comps. So you decide here who actually gets mailed. These four answers go into your project setup in Step 4.

• Property types you work — single-family, condos, townhomes, multi-family.
• Your target area — a few zips or subdivisions. Keep it tight; the next step explains why.
• How far back to mail — expireds from the last 30, 60 or 90 days. Start at 30: it keeps the first batch light, and comps still reach back six months.
• Who you never mail — owner-agents, builders, institutional owners, LLCs and entities, tenant-occupied, vacant.

Step 3. Pull one file, weekly

Six months of everything, in a tight area:

• Area — your target area, kept tight.
• Time — the last six months.
• Statuses — active, pending, closed, expired, cancelled. All of it.
• Don't pre-filter by owner type. Claude pulls your mailing list out of this and uses the rest for comps.

Export it as a CSV. You'll upload it straight into the chat each week.

Step 4. Set up your project

A project holds your targeting, your letter style and the standing instructions for how to run this — so each week you just upload your files and say a few words. First, three quick decisions about the letters: what makes you different, whether you offer any guarantee or risk-reversal, and your call to action. Then the tone: warm and personal, direct and confident, or polished and professional.

1. In Claude, go to Projects → New project and name it [Your brand] Expired Campaign.
2. Open the project's instructions and paste the block below, with your answers filled in.

PROJECT — EXPIRED LISTING CAMPAIGN

Run this with the expired campaign skill.

WHO I MAIL
- Property types: [single-family / condos / townhomes / multi-family]
- Target area: [zips or subdivisions]
- Expireds from the last: [30 / 60 / 90] days
- Never mail: owner-agents, builders, institutional owners, LLCs and entities,
  tenant-occupied, vacant. Flag anything you can't determine instead of guessing.

MY LETTERS
- What makes me different: [your UVP, in your words]
- Guarantee or risk-reversal: [or "none"]
- My call to action: [what you want them to do]
- Tone: [warm and personal / direct and confident / polished and professional]

HOW TO RUN IT — every week
1. I upload two files: last week's workbook and a fresh 6-month MLS CSV.
2. Build the mailing list from the CSV, using the rules above. Show me who made
   the list and who you dropped, with the reason for each.
3. Diagnose each expired listing from the real data — days on market, price
   changes, how it compared to what actually sold — and write the letter to that
   house, not to a template.
4. Scrub anyone who relisted, sold, or asked to be removed. Never re-add them.
5. Render only the letters DUE this week — Letter 1 for new people, 2 and 3 for
   the cohorts that have moved up. One PDF.
6. Hand my workbook back updated so I can save it.

RULES
- Never invent a comp, a price, or a days-on-market figure. Everything comes from
  my export.
- Compliance: Equal Housing Opportunity, my brokerage attribution, and "not
  intended to solicit currently listed properties" on every letter.
- If an owner name is hidden behind a "Client of…" placeholder, flag it so I can
  skip-trace or mail it as "Current Homeowner."

Step 5. Meet your workbook

A sixty-second tour. The Campaign List tab is your people:

To take someone off, click the Remove? cell on their row and pick a reason. They stop getting letters and Claude never re-adds them. Prices and days-on-market aren't stored here — Claude reads those from your MLS file when it writes the letters.

The Dashboard tab has three sections: what you enter (inquiries, listings won, cost per mailer), what calculates itself (how many are on the campaign, total mailers sent, inquiry rate), and spend against return. Only the yellow cells are yours to type.

Step 6. Build and approve

Run your MLS search, then open a chat in your project and attach two files: your MLS export and your workbook. Then say:

Build my expired campaign.

Your project instructions tell Claude the rest. It shows you who made the list, who it dropped and why, and one example of each of the three letters. Tweak anything in plain English — “shorten the open”, “drop that line” — then say they're approved. Those become your locked templates.

Step 7. Send week one

Templates approved? Now print only what's due. In week one that's Letter 1 for your new people — not 2 and 3.

Render this week's letters and give me my workbook back to save.

1. Claude gives you one PDF with every letter due this week. Print, stuff, mail.
2. Claude hands back your updated workbook.

You never sort out who gets what. Next week the system builds one PDF with everyone who moves up to Letter 2 plus your new Letter 1s, and the week after, Letter 3 joins in. The workbook handles the timing; you just print.

Step 8. The weekly rhythm

About five minutes, every week:

1. Re-run your saved MLS search and export a fresh six-month CSV.
2. Open a chat in your project and upload two files: last week's saved workbook and the fresh CSV.
3. Say the words below.
4. Approve the adds and removes Claude shows you. It renders only the letters due this week.
5. Save the updated workbook over last week's copy. Print the PDF and mail.

Run my weekly campaign.

Step 9. Bonus — branded letters in Claude Design

The letters the skill makes are clean, real and ready to mail as they are. But if you've set up your brand system, you can take them one step further — full color, with your headshot, logos and styling. This step is only for agents who already have that; if it isn't you yet, skip it. Your letters are already done.

Claude Design can read the campaign skill and your market data, so it builds the same letters, dressed up. Give it three things: the example letters the skill just generated, your campaign workbook, and your MLS export.

Using my brand design system, render this week's expired letters as branded PDFs — same
copy and data as the skill produced, with my headshot, logos, and styling. Here are the
example letters, my workbook, and my MLS export.