Expired Listing Scripts: A Repeatable Short Video Follow-Up System

How do you use expired listing scripts to win real estate expired listings?

Expired listing scripts work best when they are delivered through a consistent workflow: sourcing fresh expired leads daily, making a fast first touch, and following up across multiple channels until a real conversation happens. The highest-leverage approach pairs a short, personalized video with clear messaging via SMS, email, and calls, then adds optional direct mail or a door hanger when a lead is high-priority and unresponsive.

What are expired listing scripts?

An expired listing script is a prospecting script category that guides a real estate agent on how to start conversations with homeowners whose listings have expired, handle common objections, and earn a listing appointment. In practice, the most effective scripts aren’t only words on a call. They also show up in short video messages, texts, and emails that make the outreach feel personal-especially when a home didn’t sell and the seller’s expectations are still in flux. Dubb is used in this workflow to record short personalized videos quickly, add a homeowner’s name or show the listing on screen, and reuse the same video across channels.

How the expired listing workflow works end to end
Step 1: How to get expired listings
Step 2: Short-form video scripts for expired listing leads
Step 3: Multi-touch follow-up across channels
Live call scripts and common scenarios
Common mistakes and troubleshooting
Best practices for repeatable daily execution
Tools and alternatives for video prospecting
Proof: Why This Actually Works
FAQ

How the expired listing workflow works end to end

This is the repeatable outbound workflow:

Pull fresh expired leads daily
Record a short personalized video (15 to 30 seconds)
Send the video via email and SMS
Call using a live conversation script
If no response, consider adding a physical touch (direct mail or a door hanger with a QR code)
Stop once the prospect opts out, asks for DNC, or commits with another agent

The key idea is consistency. Working with expired leads becomes simpler when each step has a default, and customization only happens where it moves the needle. What the workflow is

Workflow fact set (channel by channel)

Touch	What the homeowner receives	When to use it	Goal
Video first touch	15 to 30 second personalized video (name or listing shown)	Same day the lead is sourced	Stand out and earn a reply
SMS	Short text + GIF preview + link	Immediately after the video is recorded	Fast visibility and quick responses
Email	One sentence teaser + video preview	Same day	Deliver detail in a durable channel
Call	Conversation script + objection handling	After SMS and email are sent	Book a next step
Voicemail	Value-forward message referencing the video	When the call is missed	Create a reason to call back
Direct mail or door hanger	Printed piece with a large QR code to the same video	High priority leads with no response	Reach them where digital touches fail

Step 1: How to get expired listings

There are three common approaches to find expired real estate listings and build verified contact details. How to get expired leads

Option A: Third-party lead services (fastest to execute)

These services deliver expired listing leads and often include phone numbers and email addresses:

This approach reduces time spent hunting for phone numbers and emails and makes it easier to build a daily routine.

Option B: MLS and public records (lower cost, more manual)

To locate listings that just came off the multiple listing service, use filters for expiration and export your daily list. Then confirm seller’s names and details in public records. This works when budgets are tight, but accuracy and speed vary. It’s also a straightforward way to catch expired MLS listings early.

Option C: Automated routing into an outbound system

Some teams route each expired lead into a CRM as a real estate lead, then trigger a follow-up sequence immediately. One example discussed was routing leads into HighLevel using Zapier, then sending messages right away. This can be fast, but it usually trades away some personalization, so save manual effort for the highest-value opportunities. Where for-sale-by-owner fits FSBO (for sale by owner) leads sometimes show up right after a listing expires, but the messaging should stay separate. Expired listing owners are processing a failed listing; FSBO prospects are choosing to avoid using a listing agent. Pro-Tip: A simple rule I use is to treat expired leads like perishable inventory. If the workflow cannot run daily, the lead source matters less than the execution gap.

Step 2: Short-form video scripts for expired listing leads

The purpose of the video is not to pitch a full listing agreement. It is to create a personal moment and earn a reply. How to record short personalized videos

The 15 to 30 second video script (voicemail style)

Use intentionally neutral language. Avoid diagnosing the entire failure before talking to the homeowner. Template “Hi [Name], this is [Agent Name] with [Brokerage]. I saw your home came off the market and I wanted to reach out because something in the process didn’t line up. I help homeowners relaunch with a clear plan and practical pricing strategies. If you’re open to it, reply here or call me and I’ll keep it brief.”

Two personalization options that consistently increase engagement

Name-in-thumbnail personalization Use Dubb’s in-app clipboard style name display so the first frame shows “Video for [Name].” This works well for lower-volume lead lists.
Listing-on-screen personalization Record with a screen share showing the expired listing, with your camera visible. The homeowner instantly recognizes the home and understands the video is specific.

How to keep the video fast to produce

Use a preset structure so each video takes seconds
Customize only the first sentence
Stay under 30 seconds unless they ask for more

Step 3: Multi touch follow up across channels

SMS: Make the message look like a real video, not a plain link

When a recipient has never replied before, some messaging experiences show only a bare URL. The workaround discussed is:

Download the GIF preview from Dubb
Attach that GIF in the text message
Paste the “Copy URL for SMS” link below it

SMS template “Hi [Name], quick note about your home coming off the market. I recorded a 20-second video with what I would do differently. Here it is.”

Email: Always include one line of text

Some inboxes block images by default, especially certain Apple Mail configurations. A single sentence teaser ensures the email still makes sense even if the preview image is hidden. Email template Subject: “Quick question about [Street Name]” Body: “Hi [Name], I recorded a short video on what I would change to relaunch your listing. It is linked below.”

Calls: Use live conversation scripts, not the video script

The video is one-way; the call needs branching paths and objection handling. This is still outbound, yes, it includes cold calling, so keep the opener calm and value-forward. If you use a power dialer, keep it compliant and focus on quality conversations. A commonly referenced resource for scenario-based scripts is Market Leader’s expired script set:

Market Leader: 5 expired listing scripts and objection responses

Physical touches: Direct mail or door hanger with a QR code

Use physical touches selectively because they cost time or money.

Put a large QR code on the piece that points to the same personalized video
Add a short label like “Personal video for you” so the QR code has context
If door knocking, bring a door hanger so the trip is not wasted if no one answers

Options that were discussed for implementation include using a printer or services like Vistaprint for door hangers, and direct mail platforms such as Mailbox Power or Thanks.io.

Live call scripts and common scenarios

Most conversations fall into a handful of scenarios. Prepare an opener and one clear next step for each prospect.

“We’re re-listing with the same agent.” Goal: Learn what they wish had been different and offer a second perspective, not an argument with the previous agent.
“We’re going to rent it instead.” Goal: Confirm whether selling is off the table or delayed.
“We’re going to fix the house first.” Goal: Clarify timeline, then propose a relaunch plan.
“We still want the old price.” Goal: Shift to market feedback and local real estate data-not opinions.
Voicemail that earns a callback Goal: Leave one concrete reason to call back, plus a reference to the video you already sent.

Common mistakes and troubleshooting

Mistake: Over-explaining in text or email

Long messages reduce the incentive to watch the video. Keep the written copy short and let the video carry the nuance.

Mistake: Diagnosing the failure before the homeowner speaks

Saying “your price was wrong” before you have context is a fast way to trigger defensiveness. Use neutral language like “something in the process did not line up.”

Mistake: Sending only an image or only a link

Email clients and spam filters tend to distrust image-only emails. Add one sentence of context.

Troubleshooting: Apple Mail blocks images

Some recipients will see a blue link or blank box instead of the preview. There is no sender-side fix if the recipient’s client blocks images by default, so the fallback is your one-line teaser and a clear link.

Troubleshooting: QR code strategy confusion

Use QR codes for physical mail and door hangers. Use a GIF preview plus link for SMS. Treat them as separate tools for separate channels. Pro-Tip: Assume the homeowner will only give you three seconds of attention per touch. The first frame or first line has to prove relevance immediately.

Best practices for repeatable daily execution

Build a daily plan that fits reality

A realistic 60 to 90 minute morning block:

Pull the day’s expired leads
Record short videos in batches
Send SMS and email immediately
Call after the messages are out

Choose where to personalize vs standardize

Personalize the first frame (name or listing)
Standardize the structure, length, and call to action
Build rapport and trust with consistency

Use an assistant or VA when volume increases

Some teams delegate list prep, sending, and follow up scheduling so the agent only records the video and handles live conversations.

Stop wasting physical touches on disqualified leads

If the homeowner replies “no,” stop. If they say they are listing with a family member, stop. Save mailers and door hangers for motivated seller situations where the person is motivated to sell but unresponsive digitally.

Note on older lists

Old expired listings can convert, but new expireds typically outperform because recency reduces competition. Quick keyword notes for implementation (without changing the playbook):

These leads often spike right after expiration, so prioritize new expireds over old lists.
To find lapsed listings beyond the MLS, use local real estate records to confirm seller’s details and ownership.
Your listing strategy should be consistent: identify listings, confirm accurate contact information, then run a simple follow-up sequence in your client database.
If you also purchase expired data from a provider, tag it separately so you can measure higher conversion rates.
If you want to attract expired listings while also marketing to FSBOs, keep the messaging distinct and stay top of mind.
This approach works even in new real estate teams because the process is repeatable and discipline matters more than talent.

Tools and alternatives for video prospecting

There are multiple ways to run short video prospecting for expired listings. The right choice depends on whether the priority is speed, personalization, or simplicity.

Tool	Best fit	Where it fits in the workflow	Notes for expired prospecting
Dubb	Agents and teams who want fast personalization across channels	Record short videos, reuse in SMS and email, generate QR codes for print	Supports the GIF-based SMS preview workflow and QR codes per video
BombBomb	Real estate agents focused on video email	Email-based video follow up	Useful if email is the primary channel
Loom	Quick screen recordings and walkthroughs	Screen share explanations and quick overviews	Strong for “show the listing on screen” style outreach
Vidyard	Sales teams running structured 1:1 video prospecting	Sales outreach video messaging	Often used in B2B sales motions, can translate to agent outreach

Proof: Why This Actually Works

This approach works because it solves two persistent problems in outbound outreach: low differentiation and low response velocity. Expired listings represent a tremendous opportunity for agents because most touches look identical. A short personalized video changes the pattern recognition in the homeowner’s brain: it reads as a real person doing real effort, not a template blast.

One first-party case study from Dubb (single case study)

In Dubb’s published case study on Kinsta, a hosting company building outbound sales from an inbound-heavy motion, the team used short personalized video messages to re-engage prospects who were not responding to emails or calls. After implementing the video outreach strategy, Kinsta reported that their average response time was cut in half in the first week of rollout. Reference: Dubb case study: Kinsta Why that matters for real estate expired listings: the fastest win in this niche is not a perfect script, it is a faster shift from “no response” to “actual conversation.” The mechanism is the same. Prospects who are overloaded with generic outreach respond sooner when the outreach feels human and specific.

FAQ

What should I say first when calling an expired listing?

Start with a direct, neutral opener that identifies the home and the reason for the call without blaming the homeowner or the previous agent. A simple approach is to reference that the listing came off the market and ask what their next plan is. The goal of the first sentence is permission to continue, not persuasion.

What is the fastest way to follow up with expired listings without sounding automated?

Record a 15 to 30 second personalized video and reuse it in both SMS and email, then call after it is delivered. The same message across multiple channels creates repetition without repeating the exact same text. If automation is used, reserve manual personalization for the highest value leads.

How long should a video be for expired listing prospecting?

Keep it short. Aim for 60 to 90 seconds, with one clear reason to talk and one clear next step. Short videos are easier to produce daily and more likely to be watched fully. Longer videos are better saved for homeowners who asked for details.

Can a QR code be used for expired listing outreach?

A QR code is best for physical mailers and door hangers because it bridges offline to a video message. The QR code should be large, clearly labeled, and point to a single video that is relevant to that homeowner. For SMS, a GIF preview plus a link tends to be more practical than a QR code image.

What are the most common objections with expired listings?

Common scenarios include re-listing with the same agent, switching to renting, wanting to make repairs first, and being anchored to the original price expectation. Preparing a short response path for each scenario helps the conversation stay calm and productive. Scenario-based script libraries like Market Leader’s can provide a starting structure.

Should direct mail be part of an expired listing workflow?

Direct mail can be useful as a late step for high priority leads that do not respond digitally. It works best when it is tied to the same video message via a QR code, so the homeowner experiences one coherent story across channels. Because it costs money and time, it should be used selectively.

Streamlining Your Expired Listing Prospecting Workflow With Short Personalized Video

If the goal is to run this expired workflow daily without it taking over the morning, the key is reducing production time while keeping the touches personal. The three moving parts in the process are (A) turning fresh expired leads into a daily hit list, (B) creating a message that looks unmistakably one-to-one, and (C) delivering that same message across SMS, email, calls, and optional print without rewriting everything each time. Dubb is built for that exact sequence. It helps speed up the short personalized video step (so you can batch-record quickly), supports first-frame personalization (name in the thumbnail or showing the listing on-screen), and makes distribution easier by giving you the assets you need for each channel: a video link for SMS, a GIF preview workaround so cold texts do not look like plain links, and a QR code generated for each video so the same message can live on a door hanger or mailer. If you are pairing lead sources with automation tools like HighLevel and Zapier, Dubb also fits cleanly into that system by giving you consistent video assets to reuse inside those follow-up sequences. If you are looking to implement the workflow we discussed, you can set up a free trial at Dubb.com and run a simple first test: record 10 short videos for today’s expired leads, send each one by SMS and email, then call after those messages land. Keep it small, keep it consistent, and let the replies tell you where to double down.