Every time you convert an expired listing, you open up a whole range of marketing opportunities to generate additional business from new listings, writes trainer Bernice Ross.
In a recent newsletter, REDX coined a new term to describe what’s happening in the current real estate market in 2026: the 2026 Expired Listing Surge.
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As of April 2026, more than 78,000 homes go unsold each week. REDX tracking also shows that the number of expired listings has increased by 83% over the past two years. What steps should you take to take advantage of this situation?The answer is very old-school real estate 101. Here’s what to do:
Why do my lists expire?
Sellers whose homes are “rejected” from the market often blame their agents for not working hard enough to sell the property. In almost all cases, the main reason why an item doesn’t sell is the price.
A property may have serious problems, but in most cases, correct pricing will solve all problems. On the other hand, the real problem may have been a weak agent who lacked the skills to negotiate a realistic price.
5 Reasons Why You Should Handle Expired Items
Expired listings are at the top of the list for finding “now” business because they are already recognized as sellers in today’s market. You can target exactly the listings you want based on location, price, and what best fits your niche and marketing style. Market to owners of expired items so you don’t waste time and money emailing or calling strangers who aren’t interested in selling to you right now. Instead, direct mail and prospecting are targeted to the “current” market. When a listing expires, many sellers are more willing to use a new listing agent to lower the price. Placing a yard sign with a QR code in a brochure box in front of your property gives buyers instant access to all property information. Even better, the phone number of the person who scans your QR code will be instantly sent to you, so you can contact them while they are still in front of your property.
The upshot of all this is that every time you convert an expired listing, you open up a whole range of marketing opportunities to generate additional business from new listings.
Targeting the right list is key to success
Before contacting a seller, check to see if the seller has already relisted with another agent and if the seller’s phone number is registered with the Do Not Call Registry (DNCR).
Almost every successful agent I’ve worked with over the past 20+ years has used REDX to scrub which leads are on the DNCR. Other companies that offer this service include ArchAgent, PropStream, and Vulcan 7.
7 criteria for deciding which expiration list to focus on
Not all overdue lists are worth your time and effort. Agents who build sustainable expiring listing businesses know how to separate good opportunities from listings that expire again. Here’s a list of where to start.
1. Focus on location first
Avoid listings that won’t sell. Expired listings that are in high demand and have a lot of sales activity are best. To determine this, examine recently sold listing data to determine the level of activity with expired items. Having a beautiful listing in an area with no activity means the listing may expire again.
2. Check the condition of the property
Please check the listing photos carefully. Is the property suitable for current buyers in the area? Newer homes and well-maintained older homes tend to perform best in many areas.
If there are problems with the condition of the property, are they minor or major? Overgrown shrubbery, tired flower beds, a front door that clashes with the trim, a broken doorbell, or other simple repairs are almost always worth asking the seller to fix.
3. Examine your marketing history
What did the previous agent actually do? Did they use strong photos that brought out the best in the home? Many sellers don’t realize that their online photos are the first ones listed.
If previous marketing was weak or generic, explain to the seller that the photo is what they see first. Buyers use online photos to qualify a home before making an appointment to view the property.
4. Make sure your price is realistic
As mentioned earlier, most listings expire because they are priced too high. Before you approach a seller, run a detailed CMA to find out what your current listing price should be. If the seller is still locked into the old number and stuck with the old price, don’t waste your time and money on a property that has no path to closing.
5. Check previous listing agents
When a strong, competent agent is unable to sell a property, the problem is often on the seller’s side. This could be because the seller has unrealistic expectations, is difficult to access, or is resistant to making necessary changes. This situation can only be turned around if the seller is willing to hear the hard truth. It’s worth going to a listing appointment, but if the seller is unrealistic or difficult, do yourself a favor and walk away.
6. Staging is a must
Staging is one of the most leveraged moves, especially for vacant properties, with virtual staging using AI now available. As many of the most successful agents in the industry often tell sellers, “Selling a home doesn’t mean you can live in it.” If the seller doesn’t want to make the changes you suggest, then again, be willing to walk away.
7. Accessibility remains important
Agents will show you the homes that are easiest to show first. We fix things that make listing your property undesirable or making viewings a pain, such as missing lockboxes, limited viewing times, no open houses, stuck front doors, alarm systems, and unboxed pets. These restrictions may cause your listing to disappear because another listing was more accessible.
Traditional styles still have an advantage in today’s market
The rapid increase in the number of expired listings is a reality. The question is whether we can address this problem with proven tactics that work so that previously disappointed sellers decide to list and sell with us. There are many tools available to identify homeowners whose property registrations have expired. The rest is up to you.
