Sometimes a property lingers on the market longer than expected. When this happens, it’s critical to step back, reassess, and refresh your marketing strategy to bring in new interest. Below is a structured plan you can use to evaluate and re-energize a stale listing.

1. Review the Listing History

Before making changes, take a close look at how the property has been performing.

• Days on Market: How long has the home been listed compared to similar properties in the area?

• Market Conditions: Are broader trends (interest rates, inventory, seasonality) impacting the sale?

• Price Adjustments: Have there been any price changes since the listing went live?

• Improvements: Have sellers made any updates or repairs during the listing period?

• Feedback: What have buyers and agents said about the home? If you haven’t yet, reach out to agents who’ve shown the property and ask for detailed feedback.

• CMA Comparison: Use a Comparative Market Analysis (CMA) to see how this listing stacks up against similar homes currently on the market.

Goal: Identify the main pain points holding the property back from selling.

2. Reassess the Target Audience

It’s possible the home is being marketed to the wrong audience—or not effectively enough.

• Define the Buyer Profile:

  • Downsizers? Target nearby homeowners who have lived in their home for many years.

  • First-time buyers? Market to renters in nearby apartment complexes.

  • Investors? Highlight rental income potential.

• Marketing Ideas:

  • Use Prospector tools to send postcards and letters to relevant neighborhoods.

  • Send an eblast to local agents who may have buyers looking for a match.

• Re-Examine the CMA:

  • Look at which competing homes sold quickly and why.

  • If pricing is a concern, prepare data to explain current market realities to your sellers.

  • If sellers are unwilling to adjust the price, discuss alternative strategies such as buyer concessions (e.g., covering closing costs or offering rate buy-downs).

3. Audit the Current Marketing Strategy

Your marketing materials may need a refresh to appeal to buyers.

• Listing Photos & Visuals:

  • Were professional photos used?

  • Would staging or virtual staging make the home more attractive?

  • Is there clutter in the photos that should be removed?

  • Would a video or virtual tour help showcase the property better?

• Listing Description:

  • Does the copy highlight the property’s unique selling points?

  • Is it written in a way that connects emotionally with buyers?

4. Expand Exposure Channels

If the current approach isn’t working, it’s time to increase visibility both online and offline.

• Digital Marketing:

  • Social media campaigns (Instagram Reels, TikTok walk-throughs, Facebook ads).

  • YouTube video tour with narration or lifestyle focus.

  • Paid digital ads targeting specific buyer demographics.

• Local Marketing:

  • Postcards and flyers distributed in nearby neighborhoods.

  • Community bulletin boards and local publications.

  • Host themed Open Houses (e.g., twilight tour, wine & cheese).

  • Broker’s Open Houses are a great way to gain feedback directly from other agents.

• Curb Appeal Refresh:

  • Landscaping touch-ups and fresh mulch.

  • Pressure washing exterior and walkways.

  • New or enhanced outdoor lighting for evening showings and twilight photography.

5. Create an Action Plan

A successful turnaround for a stale listing requires a structured action plan that balances quick wins with longer-term strategies. This plan should be documented and shared with the seller so expectations are clear.

Focus on changes that can be made quickly and at minimal cost, but have a big visual and marketing impact.

• Refresh Photos: Schedule new professional photos or update existing ones with staging/decluttering.

• Rewrite Listing Copy: Highlight unique selling points that may have been missed the first time.

• Launch New Ads: Push the refreshed listing through social media campaigns, eblasts, and targeted ads.

• Open House Event: Host a themed or twilight open house to draw in new traffic and create buzz.

• Agent Outreach: Personally call or email agents who have brought buyers through in the past for feedback and to let them know of any changes (new price, new incentives, or updates).

Track progress closely and adjust based on data.

• Engagement Metrics: Monitor online views, clicks, and ad reach.

• Showing Traffic: Track the number of showings and follow up with buyer’s agents for feedback.

• Feedback Log: Create a running list of buyer/agent comments to identify repeated concerns (price, layout, condition).

• Seller Check-Ins: Schedule regular updates with the seller to review results, discuss concerns, and adjust strategy as needed.

If quick wins don’t create momentum, take stronger steps.

• Price Adjustments: Present CMA updates to show how competing homes are priced and why a reduction may be necessary.

• Buyer Incentives: Consider offering seller-paid closing costs, mortgage rate buy-downs, or home warranties.

• Property Improvements: If feedback consistently points to cosmetic issues, suggest affordable updates (fresh paint, landscaping, minor repairs).

Re-introduce the property to the market with a broader push.

• “Just Reduced” Campaigns: Use postcards, eblasts, and social posts to highlight the price change or incentives.

• Video & Virtual Tours: Share walkthroughs on YouTube, Instagram, TikTok, and MLS to reach wider audiences.

• Community Marketing: Tap into neighborhood groups, local events, or bulletin boards to reach hyper-local buyers.

If all efforts fail to generate meaningful interest, it may be in the seller’s best interest to take the home off the market temporarily.

• Review CMA and market conditions to determine the best timing for relisting.

• Advise sellers that waiting may allow the market to catch up with their desired price or give them time to make updates.