Expired and FSBO listings usually go to whichever brokerage calls first. A daily scan spots every new opportunity, enriches the owner's contact details and launches a personalized letter-plus-WhatsApp sequence automatically, so the listing team reaches owners within hours.
Typical results
22%
Owner response rate
3.5x
More appointments
2 hrs/wk
Prospecting time now
Figures reflect typical results for this kind of automation.
The challenge
Expired listings are the warmest cold leads in real estate, but only if you reach the owner within hours. The brokerage's agents checked portals manually between showings, found numbers through slow lookups, and by the time anyone dialed, three competitors had already called. Whole weeks of expirations slipped past untouched.
Before and after
Listing appointments
3.5×Owner response rate
3.7×Prospecting time
−83%The automation
Every morning a Make scenario scans the portals for freshly expired and for-sale-by-owner listings, deduplicates them against the CRM, and enriches each owner with verified contact details. AI drafts a personalized letter referencing the specific property and why it stalled, queued for print, while a warm WhatsApp sequence opens the conversation. Any reply showing interest is flagged by intent detection and routed to the listing team's phones within minutes.
How it works
- 01
Daily scan
Every morning the portals are scanned for freshly expired and for-sale-by-owner listings.
- 02
Enrich
Each owner is matched with verified contact details and deduplicated against the CRM.
- 03
Personalize
AI drafts a letter referencing the specific property and why it likely stalled, queued for print.
- 04
Open the chat
A warm WhatsApp sequence follows, spaced over the next days — a plan, not a pitch.
- 05
Route
Intent detection flags interested replies and pushes them to the listing team within minutes.
Starts from
- Daily portal scan
- Contact enrichment
Delivers
- Personalized letter
- WhatsApp sequence
- Hot replies to listing team
The impact
A listing-focused brokerage can typically book around fourteen listing appointments a month from expired and FSBO leads, up from four. Response rates rise from about six to twenty-two percent because owners hear a concrete plan instead of a pitch, and agents spend two hours a week on prospecting instead of twelve.
Questions about this automation
How are new expired and FSBO listings found each day?
Every morning a scheduled scan checks the listing portals for listings that have just expired and for new for-sale-by-owner ads. Each result is compared against the CRM to remove owners already in contact with the brokerage, and the remaining owners are matched with verified contact details before any outreach starts.
What do property owners receive?
Each owner gets a letter drafted by AI that refers to their specific property and the likely reasons it has not sold, such as pricing or presentation, queued for printing and mailing. A short WhatsApp sequence follows over the next few days, offering a concrete plan for the property and inviting a reply.
How do interested replies reach an agent quickly?
Every reply is read by intent detection. Owners who show interest, ask a question or want to talk are flagged and pushed to the listing team's phones within minutes, with the property details and message history attached. Owners who ask to stop are removed from the sequence and marked in the CRM.