Listing not selling? If I had a listing that had been sitting on the market for 30, 60 or even 90 days, and I needed to get it sold in the next 60 days, I wouldn’t simply keep doing the same things and hope a buyer eventually showed up. I also wouldn’t immediately call the seller and ask for a price reduction.
I’d start by developing a specific plan to create new interest in the home. These are the seven strategies I’d use.
Stale listing not selling? 7 ways to revive it
1. Refresh the listing and relaunch the marketing
The first thing I’d do is give the listing a completely fresh look. I want someone who has already seen the property online to notice something different when it shows up again.
I’d start with the MLS description. I’d use AI to help me rewrite it to highlight the most compelling features of the property, tell a better story and give potential buyers a reason to schedule a showing.
Here’s a simple prompt I’d use:
Act as an expert real estate MLS copywriter. Rewrite the following MLS description in a fresh, creative and compelling way that helps potential buyers imagine living in this home and encourages them to schedule a showing. Avoid generic real estate language, highlight what makes this property unique and naturally include relevant location and property keywords for SEO and AEO optimization. Ask me any questions needed before writing the new description.
Next, I’d also take a close look at the photos and videos. If the property has been on the market for several months, it may be time for new photography, updated staging or a different approach to showcasing the home.
I’d consider whether an accurately represented twilight photo or a newly staged room could make the property more appealing. If AI-assisted photo editing is involved, I’d make sure any alterations are properly disclosed in accordance with MLS rules and accurately represent the property and its surroundings.
One of the simplest changes you can make is updating the primary listing photo. I’d take five or six of the strongest photos and ask other agents which one would most likely make them stop scrolling. Sometimes it’s the front elevation, but sometimes it’s a beautiful outdoor living area, an incredible kitchen or a view that immediately captures someone’s attention.
I’d also refresh the social media posts promoting the home. Instead of recycling the same graphics and captions, I’d create fresh content tailored to each platform where I’m marketing the property.
The goal is simple. Before doing anything else, make the listing look fresh to give people who may have previously overlooked it a reason to take another look.
2. Reverse-engineer the ideal buyer
The next thing I’d do is identify exactly who the most likely buyers are for this property. Instead of marketing the home to everybody, I’d identify two or three distinct buyer groups who might align with its features and benefits.
For example, a home with a first-floor primary suite, a dedicated office and a low-maintenance yard might appeal to several types of buyers for different reasons. One buyer may be focused on working from home. Another may be interested in reducing the amount of exterior maintenance required. A third may value the floor plan and flexibility of the living spaces.
Once I identified the potential buyer groups, I’d use AI to help me understand which property features, lifestyle benefits and potential concerns might matter most to each group. Then I’d ask AI to help me create separate marketing campaigns that speak to those different priorities.
The key is to focus on the property’s features and the benefits they provide, rather than making assumptions about who should live there. That helps keep the marketing inclusive and aligned with fair housing requirements.
This is a different approach from simply posting the same listing description repeatedly and hoping someone responds. We’re identifying what makes the property attractive to different buyers and creating marketing that helps them recognize those benefits.
When you understand what someone is looking for, you can do a much better job of showing them why a particular property deserves their attention.
3. Launch a 10-day agent-to-agent marketing campaign
The third strategy I’d use is a focused, 10-day campaign to make sure the agents most likely to have a buyer for the property know about it.
I’d start by reviewing MLS data to identify agents who have recently sold comparable homes in the area. I’d also look for agents who have active listings or, where available, buyer activity that suggests they’re working with people interested in similar properties.
Then I’d create a list of the agents most likely to have relationships with buyers who might be interested in my listing. Over the next 10 business days, I’d personally call two of those agents every day.
I’d say something like, “Hey, I know you do a lot of business in this neighborhood and price range. I’ve got a listing I wanted to make sure was on your radar. I’d love to get your feedback on it and see if you might have someone who’s looking for something similar.”
That’s 20 personal conversations with agents who have demonstrated experience selling the type of property I’m trying to get sold. I’d also create an email campaign to share the property’s most compelling features with a broader group of agents, using appropriate contact information and respecting communication preferences.
Another opportunity is reaching out to agents who have competing listings. I’d ask what kind of activity they’re seeing and what feedback they’re receiving. I’d also offer to share information about my listing so that if one of their buyers doesn’t find the right fit in their property, they know about mine. And I’d do the same for them.
The goal isn’t simply to promote my listing. It’s to build relationships with agents who are actively working with the buyers I’m trying to reach. Sometimes the best opportunity to sell a home isn’t through another social media post. It’s through a conversation with the agent who already has the right buyer.
4. Sell the lifestyle, not just the house
One of my favorite ways to generate new interest in a listing is to stop focusing exclusively on the house and start showing what it might feel like to live there. I’d create videos that help potential buyers imagine the experiences the property and its location make possible.
For instance, I might create a video titled, “Here’s what a Saturday could look like living in this home.” The video could start with coffee on the back porch, move to a nearby farmers’ market, showcase a local restaurant for lunch and end with an evening enjoying the outdoor living space.
Another idea might be, “Here’s what date night could look like if you lived here.” The video could highlight nearby restaurants, entertainment or a relaxing evening at home. If the property is close to a park, I’d show the actual route and how convenient it is to get there. If it’s within walking distance of restaurants or shopping, I’d create a short video showcasing that experience.
I’d also think about the lifestyle opportunities inside the home. Maybe there’s a great outdoor kitchen for entertaining, a flexible bonus room or a covered porch that creates a natural gathering place. The key is to help people see something they may have missed when they first looked at the listing photos.
A buyer may not remember that a home has a 12-by-20-foot covered porch. But they may remember the video showing what a Saturday evening with friends could look like in that space.
Features tell people what a home has. Lifestyle marketing helps them imagine what living there could feel like.
5. Create a competitive advantage beyond the asking price
The fifth strategy I’d use is finding ways to make the property more financially attractive than competing homes. We hear a lot about affordability, and for many buyers, the challenge isn’t simply the purchase price. It’s the monthly payment, closing costs or the amount of cash required to purchase the home.
That’s why I’d evaluate potential incentives before assuming that a price reduction is the only option. Maybe the seller could offer a closing-cost credit. Maybe a mortgage rate buydown would make the monthly payment more attractive. Maybe covering a portion of the HOA dues or offering an allowable allowance for improvements could help the property stand out.
I’d approach this the way a new-home builder might. Builders don’t always compete exclusively on price. They often use incentives to create a more attractive financial opportunity for buyers. I’d work with the seller and a qualified lender to determine which incentives are appropriate, what they would actually cost and how they compare with a price reduction.
For example, if a seller is considering a $10,000 price reduction, I’d want to know whether a properly structured $10,000 concession could provide greater value to the right buyer. The answer will depend on the buyer’s financing, the property, lender requirements and the local market. But it’s a conversation worth having.
Then I’d make sure those incentives were clearly communicated in the listing and marketing materials, including any important terms or limitations. Sometimes the opportunity isn’t simply making the house less expensive. It’s finding a way to make purchasing the house more attractive.
6. Create a 21-day content blitz
Once I’ve refreshed the listing, identified ideal buyer groups, connected with active agents and evaluated potential incentives, I’d launch a 21-day marketing blitz. This is where I’d get creative.
The mistake I see agents make is posting the same property photo and listing information over and over again. They may think they’re marketing the property 10 different times, but in reality, they’re often repeating the same message 10 times. I’d rather create 21 different pieces of content that give people different reasons to take notice.
For example, if the home is listed at $450,000, I’d create a video titled, “What does $450,000 buy you in this neighborhood?” Another video might be, “What the listing photos don’t tell you about this home.” I’d create content about the history of the neighborhood, the builder, nearby amenities and what makes the location unique. I’d showcase individual features that deserve more attention and answer questions buyers might have about the property.
I’d also create content comparing the home with other available options in the same price range. The goal would be to help buyers understand the value and opportunities the property offers. Some content would be short-form video. Some might be photo carousels. Some would be longer walkthroughs, neighborhood videos or educational posts.
I’d also use AI to brainstorm additional angles. I’d ask it to develop a 21-day content campaign that highlights the property from different perspectives without simply repeating the same sales message. The goal is to create enough variety that someone who wasn’t interested in the original listing post might see something new that changes their perspective.
One piece of content might attract someone because of the price point. Another might attract someone because of the neighborhood. Another might reveal a feature a buyer didn’t realize the home offered.
That’s a marketing campaign. Not simply posting the same listing over and over again.
7. Earn the price reduction conversation
If I’ve done everything I can to refresh the marketing, identify potential buyers, communicate with agents, highlight the lifestyle, create financial incentives and execute a 21-day content campaign, but the property still isn’t generating the activity we need, it’s time to have the conversation most agents dread: the price reduction conversation.
But here’s the difference. I don’t want this to be the first time the seller has heard that a price adjustment might become necessary. I’d communicate with them throughout the entire process. Before launching the marketing blitz, I’d explain exactly what we’re going to do and why. I’d also let them know what happens if those efforts don’t generate the results we’re looking for.
I’d say something like:
“I want you to know we’re going to make a significant push over the next 21 days to create new interest in your home. We’re going to refresh the marketing, reach out to agents who are active in this price range and launch a series of new campaigns. But if we get through that process and still aren’t seeing the activity we need, my responsibility is to bring you the most current market information so you can make the best decision for you and your family.”
That conversation sets the expectation before the difficult decision arrives. I’d actually recommend having a version of this conversation when you first take the listing. I’d explain that we have a comprehensive listing launch program designed to generate exposure and buyer interest. But if the market doesn’t respond the way we expect, we need to be willing to evaluate what it’s telling us.
Then, when the time comes, I’d bring the seller updated comparable sales, competing listings, properties that have gone under contract, showing activity and buyer feedback. I’d explain what the information suggests and present a specific recommendation.
But I wouldn’t simply ask for a price reduction. I’d show the seller what a strategic price improvement could allow us to do. Maybe it means reaching buyers searching in a different price range. Maybe it creates an opportunity to reconnect with agents who previously showed the property. Maybe it gives us a reason to host another open house, relaunch the marketing and communicate the new value proposition. I’d create a list of the specific activities we would execute following the adjustment.
I’d also be strategic about the timing. Depending on the market, I’d consider making the adjustment before the period when buyers are most actively scheduling weekend showings. I’d review the local data and how the major real estate portals display price changes rather than assuming every market or platform behaves the same way.
The important thing is that we’re not simply changing a number in the MLS. We’re using the new price as an opportunity to create renewed interest through a coordinated marketing plan. And ultimately, I’d remind the seller that the decision is theirs. It’s their home, and my responsibility is to give them the best market knowledge, professional guidance and clear recommendations they need to make an informed decision.
The bottom line
When a listing isn’t selling, continuing to do the same things and hoping for a different result isn’t a strategy. Neither is immediately asking the seller for a price reduction without first evaluating what else can be done.
The most important part of this entire process is communication. Your sellers should never wonder what you’re doing to get their home sold or be surprised when you recommend an adjustment. They should know you’re working on their behalf, evaluating the market and doing everything possible to help them achieve their goal.
This is a market that rewards professionals who are willing to think differently, market more creatively and communicate more effectively. Remember, your sellers didn’t hire you simply to market their home. They hired you to help them get it sold. Our job is to bring the creativity, strategy and professional advice necessary to give them the best opportunity to make that happen.
Jimmy Burgess is the Chief Coaching Officer for HomeServices of America and President of Berkshire Hathaway HomeServices. Get connected on Instagram and LinkedIn.
