Expired Seller Avatar: “High DOM Derek” 1. Snapshot ● ● ● ● ●
Age: 50–65 Location: Eastside / North Seattle suburbs Property: 4 bed / 2.5 bath SFH, potential value $900K–$1.2M Life Event: Downsizing / moving closer to family, but first attempt to sell just failed Status: Listing expired after 60–120 days on market with no acceptable offers
2. Situation & Backstory ● Lived in the home 15–25+ years ● House is clean and cared for, but clearly dated: older kitchen, baths, flooring, exterior wear ● Agent told her “the market is shifting” and suggested price reductions, but offered no real prep strategy ● Showings slowed; feedback was vague: “nice home, needs updates,” “buyers expected more for the price” ● Listing quietly expired; she feels embarrassed and a little angry How she explains it in her words: “We did everything they said and it still didn’t sell. I’m not going through that again unless it’s actually going to work.”
3. Goals & Constraints Financial ● Wants to net $450K–$650K after mortgage and costs ● Equity‑rich but cash‑tight; doesn’t want to write big checks for repairs
Timing ● Wants to be moved within 4–9 months (before retirement, grandkids’ school year, or new job / relocation) ● No appetite for another 6‑month failed listing Capacity ● Works full‑time or is recently retired ● Zero desire to manage contractors or live through a remodel
4. Emotions, Fears, and Beliefs Emotional state ● Embarrassed the home didn’t sell ● Resentful toward the last agent, but still wants to move ● Wary of being “sold” again Core fears ● “We’ll spend money on fixes and still not sell.” ● “We’ll have to live through a remodel and it will drag on.” ● “We’ll end up taking less than we need anyway.” Beliefs ● Thinks the house is “fine, just not updated like the new ones” ● Believes buyers are picky and expect everything done ● Believes most agents over‑promise and under‑deliver
5. Decision Dynamics ● Decision‑makers: usually a couple; both must be on board ● Influencers: adult kids, a friend who “just sold,” sometimes a financial advisor / CPA ● Needs simple math + proof + safety to move forward: ○ Clear as‑is vs improved net proceeds ○ Case studies of other expireds who won ○ Guarantees around budget, timeline, and net
6. Messaging & Offer Angle That Works Positioning: “Your home didn’t fail. The plan did. We specialize in turning good homes that didn’t sell into success stories, without you writing big checks up front or living through a remodel.” Hooks that land: ● “Expired to Sold: how to add $50K–$150K+ to your net before you relist” ● “Why your home really didn’t sell (and how to fix it without paying for repairs upfront)” ● “Relist only once more, with a profit plan and a guarantee” Must‑haves in the offer: ● Fix‑Now‑Pay‑Later structure (no big checks) ● Strong guarantees (on‑budget, on‑time, minimum extra profit) ● Clear, visual before/after proof from similar expireds Use this avatar to: ● Aim your Expired Home Profit Plan lead magnet ● Script ads / emails to “just‑expired” lists ● Equip agents with language that meets Emma exactly where she is.