Last reviewed: 2025
Expired listings are one of the most misunderstood lead sources in Canadian real estate. Agents treat them like a numbers game -- call enough of them, get enough appointments. But the sellers on the other end of those calls aren't a blank slate. They tried to sell with an agent. It didn't work. Now their phone is ringing with ten versions of the same pitch, and they have every reason to be skeptical of all of you.
If you approach expired listings the way most agents do, you'll get the same results most agents get: hung up on, ignored, or politely brushed off. This guide is about doing it differently -- not with gimmicks, but by actually understanding what these sellers are experiencing and calibrating your approach accordingly.
A note on compliance before we start: Accessing expired listing data through your board's MLS feed is governed by your local real estate board's rules. These vary across boards in Canada -- verify your board's specific policies on contacting expired listing owners before you begin. For phone contact, Canada's National Do Not Call List (DNCL), administered under the CRTC, applies. Check the DNCL registry before calling. Note that an existing business relationship with the seller may affect DNCL obligations -- verify with your broker or legal counsel if applicable. This article is educational content, not legal advice.
The Psychology You're Actually Dealing With
Before you open a script, understand who you're talking to.
FSBO sellers chose not to use an agent. That's a different conversation -- one rooted in skepticism about value. Expired listing sellers did use an agent, paid for the experience (in time, stress, and potentially some costs), and it still didn't work. That's a fundamentally different emotional state.
What they're likely feeling:
- Disappointment -- They wanted to move on. Plans may have been disrupted. The life event that prompted the listing (upsizing, downsizing, relocation, estate) didn't resolve.
- Distrust of agents specifically -- Not just general skepticism. Their last agent may have overpromised on price, underdelivered on marketing, communicated poorly, or simply wasn't the right fit. They associate "agent calling about my listing" with the person who let them down.
- Fatigue from the process -- Showings, staging, constant availability. They did all of that and still didn't sell.
- Uncertainty about what went wrong -- Some sellers know exactly why it didn't sell (they pushed back on price advice and now recognize it). Others genuinely don't know. Many have a theory that may or may not be accurate.
Your scripts need to account for all of this. The agent who acknowledges the situation honestly, without deflecting blame onto the previous agent, and without launching immediately into a pitch, has a measurable advantage over the ten calls that opened with "Hi, I noticed your listing expired and I'd love to show you what I can do differently."
What NOT to Say (And Why It Backfires)
These are the patterns that signal to an expired listing seller that you're just another agent in the pile.
Don't lead with what you'll do differently before you know what went wrong. "I have a proven marketing system" means nothing to someone who doesn't know whether the problem was marketing, pricing, agent communication, or market timing. You're solving a problem you haven't diagnosed yet.
Don't trash the previous agent. It's tempting to position by contrast ("I wouldn't have done what they did"). Sellers often see through this -- and it reads as disrespectful. More practically: you don't know the full story. The seller may have overruled price advice the agent gave correctly. Tread carefully.
Don't pretend the expiry didn't happen. "I'd love to help you get your home sold" as an opener ignores the elephant in the room. They know why you're calling. Acknowledge it directly.
Don't make promises you're basing on thin air. "I can get you sold in 30 days" after a 90-second call is not credible and damages trust immediately.
Don't go straight into feature-dumping. Your stats, your awards, your 47-point marketing plan -- none of this lands until the seller feels heard.
The First Contact: Phone Script
Your goal on the first call is not to get the listing. It's to get a conversation. The appointment can come after -- but only if the seller decides you're worth talking to.
Here's a framework that tends to work. Adapt it to your voice; don't read it verbatim.
Opening (acknowledge without over-explaining):
"Hi, is this [name]? My name is [your name], I'm a realtor here in [area]. I noticed your listing on [street] came off the market recently -- I wanted to reach out because I've worked with sellers in situations like this, and I didn't want to start with a pitch. Would you have a couple of minutes?"
Why this works: You've said why you're calling, you've signaled you're going to be different (not launching into a pitch), and you've asked permission rather than assumed.
If they say yes -- go into listening mode, not pitch mode:
"I appreciate it. Before I tell you anything about myself or what I do, I'm more curious -- what was your experience like? What do you think happened?"
This question does a few things at once. It gives the seller agency. It signals that you're not going to lecture them. And it gives you actual information to work with.
Let them talk. Don't interrupt. Don't rush to respond with solutions.
Responding to what they tell you:
After they've explained, reflect it back without immediately solving it:
"That's really helpful to hear. So it sounds like [brief summary of what they said] -- is that fair?"
Then, and only then, move toward the next step:
"Based on what you're describing, I do think there are a few things worth discussing. I don't want to get into all of it over the phone -- would you be open to a short meeting, just to look at the numbers together and talk through what a different approach might look like?"
You're not promising a sale. You're offering a conversation about whether a different approach is possible.
If they say no or not now:
Don't push. Don't argue. Leave a door open:
"Totally understand -- this is a lot to take on after what you've been through. Would you mind if I followed up in a couple of weeks, just in case your situation changes?"
If they say no to that too, thank them and move on.
Handling "I Already Have Someone"
This is one of the most common responses you'll get, and it can mean several different things:
- They've re-listed with their original agent
- They're in conversations with another agent
- They're using it as a polite brush-off
- They're testing whether you'll push
Your response should be respectful and brief -- but also leave a real opening:
"That's completely understandable, and I won't take any more of your time. One question before I go -- if you ever find yourself back at square one, would you be open to a quick conversation? Sometimes a second opinion doesn't hurt."
You're not challenging their decision. You're planting a seed for later. Many expired listing sellers who re-list don't sell on the second attempt either -- and when that second listing expires, the agent who was respectful and didn't pressure them is often the one they call.
If the context makes it appropriate (you've had a real back-and-forth, there's warmth in the conversation), you can be slightly more direct:
"Fair enough. Before you finalize anything, it might be worth getting one more perspective on pricing -- not to second-guess anyone, just to make sure the numbers make sense for your goals. Would a 20-minute call this week be useful?"
Only use this version if the tone of the conversation supports it. Pushing someone who's already decided usually makes things worse.
Follow-Up: The Sequence That Keeps You Front of Mind
Most agents give up after one or two touches. That's useful information -- because the sellers who aren't ready on day one often are ready later.
A reasonable follow-up sequence for expired listings might look like:
Week 1: Initial call (as above). If no answer, leave a brief voicemail -- don't use the same script verbatim, but keep it short and low-pressure.
Week 2-3: Send a brief handwritten note or a thoughtful email (not a templated newsletter blast). Acknowledge what they're going through. Share something useful -- a current market stat for their area, a brief observation about similar properties. Don't make it about you.
Month 2: A check-in call. Keep it short. Reference the original conversation if you had one.
Month 3 and beyond: Quarterly market updates for their area. You're not selling -- you're staying present.
The agents who stay patient and professional with expired listings -- without being pushy -- tend to get a disproportionate share of the relisting opportunities that come up weeks or months later.
If You Get the Appointment
Once you're at the table, the conversation shifts significantly. You're now in listing presentation territory, and the guidance in How to Structure a Listing Presentation That Actually Wins the Listing applies.
But a few things are specific to expired listing appointments:
Do the pricing homework before you get there. The previous listing price is probably in the picture. Come with your own analysis, and be honest about where you think the price needs to land -- even if it's lower than what they want to hear. Sellers who expired often had pricing issues. Avoiding the subject doesn't serve them.
Ask directly what they felt was missing. "What do you wish had been done differently?" is a question worth asking explicitly at the start of the appointment. It tells you what they value, what they'll be looking for from you, and what not to do.
Don't rehash the previous agent's failures in detail. You can acknowledge that the approach didn't achieve the goal without making it a post-mortem on another professional. Stay focused on what you'd do and why.
A Note on Differentiation
You're not the only one calling. That's a given. The differentiation that often matters most isn't your marketing system or your days-on-market average -- it's how you make the seller feel in the first 60 seconds of that call.
Sellers who've had a bad experience with an agent aren't necessarily closed to trying again. They're closed to going through the same experience. If your approach -- from the very first call -- feels different from what they've already experienced, you have a real chance. If it sounds like everyone else, you'll be lumped in with everyone else.
That means: listen more than you talk in the first conversation. Ask questions you're actually curious about. Don't pitch before you understand the situation. And be honest about what you can and can't do -- overselling to an already-skeptical seller will cost you the listing faster than almost anything else.
Related Resources
- Real Estate Scripts and Dialogues: A Canadian Agent's Peer-Tested Playbook -- The starting point for this series; start here if you're building out your full scripts toolkit
- How to Structure a Listing Presentation That Actually Wins the Listing -- For after you've earned the expired listing appointment
- FSBO Scripts: How to Approach For-Sale-By-Owner Properties in Canada -- Note the different psychology: FSBO sellers chose not to use an agent; expired listing sellers tried and were let down. The approach differs meaningfully.