Expired Listing Strategy: Facebook Marketplace Lead Magnet
Turn skeptical, once‑listed homeowners into booked listing appointments with value‑first Marketplace offers and rapid DM follow‑ups.
Introduction
Expired Listing Strategy: Facebook Marketplace Lead Magnet is a compliant, zero‑spam approach for earning trust with homeowners whose listings just expired. Instead of cold‑calling marathons, you’ll use Marketplace to distribute a useful asset, collect opt‑ins, and book in‑home strategy sessions within days.
Compliance: Follow brokerage policy, platform rules, and Fair Housing laws. Use neutral, factual language; avoid promises or claims that can’t be verified; obtain consent before texting. Educational content only—not legal advice.
Expanded Table of Contents
- 1) Why this works for expireds
- 2) Lead Magnet Menu for Expired Sellers
- 3) Facebook Marketplace Templates (Compliant)
- 4) Photo & Short‑Video Angles That Build Trust
- 5) Description & Headline Formulas
- 6) DM Scripts that Book Strategy Sessions Fast
- 7) Landing Page/Micro‑Site Blueprint
- 8) Routing, SLAs & Missed‑Call Text Back
- 9) Retargeting & Proof Loops
- 10) KPIs, UTMs & Source Codes
- 11) 30–60–90 Day Rollout Plan
- 12) Troubleshooting & Optimization
- 13) 25 Frequently Asked Questions
- 14) 25 Extra Keywords
1) Why this works for expireds
- Value first: A useful lead magnet reframes you from “another pitch” to “the helpful expert.”
- Low friction: Marketplace + Messenger reduces the steps between curiosity and appointment.
- Proof stack: Before/after media, case studies, and transparent timelines rebuild confidence.
2) Lead Magnet Menu for Expired Sellers
| Lead Magnet | What it Includes | Why it Converts |
|---|---|---|
| Expired Audit | Pricing band, photo critique, description rewrite, timeline plan | Gives a concrete restart path |
| Private Buyer List | Anonymous heat map of active buyers + timeline | Signals demand without promises |
| Listing Refresh Kit | 10‑photo shot list, staging checklist, copy formula | Makes “new look, new traction” feel easy |
| Move‑Ready Plan | Vendor roster, quick‑fix upgrades, budget bands | Shows momentum and managed effort |
3) Facebook Marketplace Templates (Compliant)
Lead Magnet Listing
Headline: Free Expired Listing Audit — Fresh Plan in 48 Hours
First lines: {City} • {Property type} • {Past DOM range}
What you get: pricing band, photo checklist, description rewrite, relaunch timeline.
CTA: Tap Message for two appointment times today.Case Study/Post
“Relisted with new photos + copy → 9 showings, 2 offers in 11 days.”
Photos: before/after + floor plan. Neutral, factual language only.
CTA: Ask for the Listing Refresh Kit (free).Avoid bait pricing, unverified claims, or targeting that risks policy/Fair Housing issues. Keep copy factual and neutral.
4) Photo & Short‑Video Angles That Build Trust
- Before/After: photo retakes with straight lines, brighter light, decluttered spaces.
- Top 5 Spaces: kitchen, living, primary bed, bath, yard.
- Detail: upgrades, storage, workspace, outdoor living.
- Utility: floor plan image + 15–30s vertical walk‑through.
Caption formula: {City} • {Beds/Baths/Sqft} • {Top 2 upgrades} — Ask for the Expired Audit.
5) Description & Headline Formulas
Headline: {Lead Magnet} — {Timeframe} • {City}
Bullets: Pricing band • Photo checklist • Copy rewrite • Relaunch timeline
Proof: Neutral case study or timeline from similar property
CTA: "Tap Message for two appointment times today."
Policy: Neutral language; no promises; disclose as assistant if automated.6) DM Scripts that Book Strategy Sessions Fast
First Reply
Thanks for reaching out! I can share the Expired Audit.
Two quick options: {Tomorrow 10:30} or {Tomorrow 5:15}. Which works?
I’ll send a calendar invite with prep checklist.Qualify + Confirm
To tailor your audit: property type, bedrooms, rough sqft, any recent upgrades?
Locked for {time}. I’ll email the prep list now.7) Landing Page/Micro‑Site Blueprint
| Section | Content | Notes |
|---|---|---|
| Hero | “Expired Listing Strategy: Facebook Marketplace Lead Magnet” headline + sub | Calendar embed + two time buttons |
| What You Get | Audit bullets + sample PDF preview | Neutral, specific outcomes |
| Proof | Before/after gallery + timeline chart | No personal data; anonymize |
| FAQ | Top 6 objections | Opt‑in + opt‑out text |
8) Routing, SLAs & Missed‑Call Text Back
| Rule | Target | Notes |
|---|---|---|
| Auto reply | ≤ 60s | Saved replies; disclose assistant if appropriate |
| Human pickup | ≤ 5 min (day) / ≤ 15 min (night) | On‑call rotation |
| Missed‑call text | Automatic | “Want {Tue 4:10} or {Wed 11:20} for the audit?” |
9) Retargeting & Proof Loops
- Retarget video viewers (25%+) and site visitors with appointment CTAs.
- Creative: audit PDF preview, floor plan overlay, before/after carousel.
- UTMs + source codes track booked audits to signed listings.
10) KPIs, UTMs & Source Codes
UTM
utm_source=facebook&utm_medium=marketplace&utm_campaign=expired_{city}
Source Code
FB‑MP‑EXP
KPIs
Message rate • Appointments • Show rate • Signed listings • DOM delta
11) 30–60–90 Day Rollout Plan
Days 1–30 (Foundation)
- Create the audit PDF + landing page; connect calendar.
- Publish one lead magnet listing + one case study weekly.
- Load saved DM replies; set on‑call rotation and alerts.
Days 31–60 (Momentum)
- Add 15–30s vertical case‑study video and floor plans.
- Launch retargeting for viewers/site visitors.
- Weekly KPI review; refresh copy/images as needed.
Days 61–90 (Scale)
- Standardize cadence (2–4 posts/wk). Document best angles.
- Build vendor roster + move‑ready plan as bonus magnet.
- Monthly script refresh; prune low performers.
12) Troubleshooting & Optimization
| Symptom | Likely Cause | Fix |
|---|---|---|
| Views but low messages | Weak cover/first lines | Swap cover; add audit value and two time options in line 1–2 |
| Messages but few appointments | No concrete times | Offer two precise slots + calendar link immediately |
| No‑shows | No invites/reminders | ICS + 24h/2h reminders with parking/entry notes |
| Policy warnings | Over‑claims or targeting issues | Neutral, factual language; no promises; review policies |
13) 25 Frequently Asked Questions
1) What is “Expired Listing Strategy: Facebook Marketplace Lead Magnet”?
A value‑first approach to re‑engage homeowners whose listings expired—using Marketplace posts and helpful assets to book strategy sessions.
2) Do I need broker approval?
Yes—follow brokerage policy on advertising, automation, disclosures, and co‑branding.
3) Is this compliant with Fair Housing?
Use neutral, factual language and avoid exclusionary statements. Get legal guidance as needed.
4) Should I show exact addresses?
Share per policy and privacy; many agents share at appointment confirmation.
5) How many photos should I post?
8–12 strong images and a short vertical clip; include a floor plan if available.
6) Do case studies help?
Yes—present anonymized, factual timelines and before/after photos.
7) How fast should I reply?
Under 60 seconds auto; under 5 minutes human. Speed correlates with booked sessions.
8) What’s the best CTA?
“Tap Message for two appointment times today.”
9) Can I automate replies?
Yes—saved replies/AI can greet, qualify, and propose slots with consent and opt‑out.
10) What if the homeowner is frustrated?
Acknowledge the prior effort, offer a fresh audit, and avoid blaming the previous agent.
11) Should I charge for the audit?
Offer free; the appointment is the moment to earn trust and present your plan.
12) How do I reduce no‑shows?
Calendar invites, day‑before confirmations, and 2‑hour reminders with prep notes.
13) Does boosting help?
Small, targeted boosts can increase reach; track spend in your CPL model.
14) What’s a good appointment rate?
25–45% of conversations is a strong range for value‑led magnets.
15) Can I co‑market with vendors?
Yes—feature trusted stagers/handypeople in the Move‑Ready Plan, with approvals.
16) Do hashtags matter?
Minor impact versus media quality and first‑line CTA.
17) Should I include pricing ranges?
Only as part of a transparent audit with comps and assumptions.
18) Can I use this for FSBOs?
Yes—swap copy to “For‑Sale‑By‑Owner Audit” and revise the checklist accordingly.
19) What metrics prove it works?
Message rate, appointments, show rate, signed listings, and DOM delta.
20) How often should I refresh creative?
Weekly during active campaigns—rotate covers, update first lines, add short clips.
21) Can I run this without a website?
Yes—calendar link + drive‑hosted PDF works; a fast page improves tracking.
22) Is it okay to watermark images?
Subtle branding only; keep images clear and uncluttered.
23) How do I handle spam?
Gate links/files; verify before sharing sensitive details; report abuse.
24) What about multiple team members?
One owner per thread; use tags and CRM notes; avoid double messaging.
25) First step today?
Draft the audit PDF, build the landing page, and publish your first lead magnet + case study posts.
14) 25 Extra Keywords
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- 2025 expired listing playbook
