Expired Home Seller Avatar Lab
Avatar Name: ___________________________________________ (e.g. “High DOM Derek, Frustrated Frank, etc”)
1. Who they are ● ● ● ● ●
Owner name(s): __________________________________ Age range: ☐ 30–44 ☐ 45–54 ☐ 55–64 ☐ 65+ Location / area: __________________________________ Property type: ☐ Condo ☐ Townhome ☐ SFH ☐ Luxury / View Price band (potential): ☐ <$600K ☐ $600–900K ☐ $900K–1.3M ☐ $1.3M+
Primary life event behind the sale (check all that apply): ☐ Downsizing / empty nest ☐ Moving closer to family ☐ Divorce / separation ☐ Estate / inherited home ☐ Care transition (assisted living / memory care) ☐ Job relocation ☐ Debt / financial pressure ☐ Other: _________________________________________
2. What just happened
Last listing details ● ● ● ● ●
List price: $___________ Days on market: ________ Number of showings: ________ Offers received: ☐ 0 ☐ 1–2 ☐ 3+ Outcome: ☐ Expired ☐ Withdrawn ☐ Canceled
Feedback they remember hearing (check): ☐ “House feels dated” ☐ “Price too high for condition” ☐ “We expected more updates for this price” ☐ “Photos / staging didn’t match the price” ☐ Little or no feedback given Notes: ____________________________________________________________
3. Goals & constraints Financial ● Desired walk‑away cash (after everything): $____________ ● Current mortgage balance (rough): $____________ ● Other debts they mentioned (taxes, cards, etc.): ________________ Timing ● Ideal “keys handed over” date: ☐ 0–3 mo ☐ 3–6 mo ☐ 6–12 mo ● Hard deadlines (job start, court date, school year, etc.): Cash / capacity for prep ● Cash they’re willing to invest upfront: ☐ $0 ☐ <$10K ☐ $10–30K ☐ $30K+
● Time/energy to manage contractors: ☐ None ☐ Limited ☐ Comfortable running a project
4. Emotions, beliefs, and story How they feel about the failed listing (one line in their words): “__________________________________________________________________________________________________ _________________________________________________________________________________________________” What they believe went wrong (their story): ☐ “Market slowed down” ☐ “Price was wrong” ☐ “My agent dropped the ball” ☐ “Buyers are too picky” ☐ “House needs too much work” ☐ Other: _______________________________________
Top 3 fears about trying again (rank 1–3): ☐ Failing a second time ☐ Spending on repairs and not getting it back ☐ Having to live through a remodel ☐ Being taken advantage of by agents / contractors ☐ Ending up with less than they “need” Notes: __________________________________________________________________________________________
5. Decision dynamics & objections
Decision makers ● Who signs: ☐ Single owner ☐ Couple ☐ Multiple heirs ● Who else influences them (friend, past agent, CPA, attorney):
What proof they need to move forward (check 2–3): ☐ Clear math (as‑is vs improved net) ☐ Case studies of other expireds who won ☐ Strong guarantees (profit, budget, timeline) ☐ Trusted agent / advisor referral ☐ Simple, “don’t‑have‑to‑manage‑it” plan Likely objections (circle strongest): ● ● ● ●
“I’m not paying a dime until it sells.” “I’m not living through a remodel.” “How is this different from last time?” “What if we do all this and it still doesn’t sell?”