We have a lot more listings nationally on the market than we’ve had in many years. That means we’re going to see a lot more expired listings, especially since pending sales are also dropping.

Pending sales are soft—we're on track for about 3.94 million sales this year, very similar to last year. This is all driven by interest rates. As they hover around 6.5% to 6.75%, the sales pace will likely persist. When interest rates drop, we’ll see a big surge back into the market. But for now, expect more expired listings.

If you're an agent looking for more listings, it's time to focus on expireds—especially as we move from summer into the fall and winter market.

So what can you do to engage these potential sellers?

The #1 strategy: Work with an active buyer.

We all have buyers. Use that active buyer to farm three key categories:

1. The Neighborhood – Target the neighborhood your buyer wants. Use that buyer as a conversation starter with homeowners there. One in 20—at least 5%—will have ...

As a REALTOR, you've heard the word farming, right?

Well, I want to give you a different thought process on farming that I think will be really unique:

Instead of doing a shotgun approach where you're sending out a generalized postcard or letter (which can be effective if done right), I want to introduce you to what I call “Vertical Farming.”

So instead of reaching out to 200 people, reach out to 20. And with those 20 people, go deep.

Here’s how: I might send them a CMA or a neighborhood report (both of which you can generate for free at NAR.com if you're a REALTOR). That system allows you to create a beautiful 81-page report on someone’s home anywhere in the country.

You can choose between a seller report or a neighborhood report (which might be shorter, maybe half the size).

Then, add a cover letter that says something like:

“Hi, my name is Jim. I'm with ABC Real Estate. I'm reaching out to a select handful of people in your neighborhood today to give you a quick update on you...

Other than your direct sphere of influence, what’s the second-best source of business for REALTORS? Let me share my perspective and see if it aligns with yours.

We know 70–80% of our business comes from our sphere. So, what should we focus on to generate the remaining 20–30%? In my 35 years of coaching, I believe the biggest opportunity lies in your buyer pool.

Buyers are the ultimate magnet for sellers. The question is, are you using your buyers effectively as a lure? I call this strategy In Search Of (ISO) ads. Here’s how it works:

Think of yourself as a fisherman. The lure on the end of your line could be a free CMA or tips on getting top dollar for a home. But the best lure is a live buyer ready to purchase.

For example, if I have a buyer interested in a specific neighborhood, I’ll let the neighborhood know:

• "I’ve got a live buyer moving from Sacramento. They’re ready to purchase within the next couple of months, but nothing on the market has met their needs. Would you consi
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