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It’s a common scenario in real estate: a property sits on the market for months without selling, then a new agent takes over and gets it sold within days. Why does this happen?
Selling an expired or previously unsold listing requires more than just a fresh signboard. It requires new energy, a different approach, and a complete strategy reset, Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions explains.
Why fresh energy works
When a property has been on the market for an extended period, it often loses momentum. Buyers assume something is wrong with it, and interest naturally declines. However, when a new agent takes over, the listing benefits from:
- New business energy – A fresh agent brings new enthusiasm and focus to the sale, which can translate into faster results.
- Increased visibility – The listing is now featured at the top of the “new listings” feed, gaining renewed attention.
- A complete reassessment – If the previous campaign wasn’t working, simply relaunching the same strategy won’t achieve a different outcome. The key is to diagnose what went wrong and make the necessary changes.
Auditing the previous campaign
Albert Einstein famously defined insanity as “doing the same thing over and over again and expecting different results”. The same principle applies to real estate – if the first campaign didn’t work, repeating it won’t magically produce a sale.
Instead, agents should conduct a full audit of the previous approach, looking at:
- Marketing strategy – Was the campaign missing key elements such as professional videos, social media, or print media?
- Pricing strategy – Was the property positioned correctly in the market, or was it overpriced without a clear guide?
- Presentation and styling – Did the listing photos do the home justice? Would professional styling create a stronger emotional response from buyers?
Once the gaps are identified, the next step is to do the opposite of what wasn’t working.
A fresh strategy to get the property sold
Once the audit is complete, the agent should recommend a completely new approach that revitalises the listing. This could include:
- Repositioning the price – If no price guide was previously published, introduce one to attract the right buyers.
- Updating marketing assets – High-quality photography, professional videos, and stronger copywriting can transform the campaign.
- Introducing staging and styling – A well-presented home sells faster and for a better price.
- Expanding exposure – A multichannel approach using social media, print advertising, and digital platforms ensures maximum visibility.
Many vendors may initially resist the idea of reinvesting in a new campaign after months of unsuccessful marketing. However, agents must confidently explain the value of a fresh approach, showing them that an updated strategy will give the property the best chance of achieving a premium price.
The bottom line
Selling an expired or previously unsold listing isn’t about luck – it’s about bringing fresh energy, reassessing what went wrong, and implementing a smarter strategy.
By changing the approach and revitalising the campaign with better marketing, pricing clarity and improved presentation, agents can turn a stagnant listing into a sold property.
Adrian Bo is the CEO of Adrian Bo Real Estate Training & Auctions.
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