The Perna Team Expired Listing Training System

How We Train Agents to Convert Expired Listings at 68% (When the Industry Average is 15%)

Listen, I'm Going to Be Straight With You

Most real estate teams tell you to "go call expireds" and then leave you hanging with a shitty script from 1987 and zero support.

You make a few calls. Get hung up on 15 times. Get discouraged. And you think "expireds don't work for me."

Here's the reality: Expireds are one of the highest converting lead sources in real estate. The seller is MOTIVATED. They already tried to sell. It didn't work. They're frustrated. They NEED a solution.

But here's the catch: If you sound like the other 46 agents calling them, you're getting ignored.

At The Perna Team, we don't just tell you to call expireds. We give you:

• Daily expired lead lists (names, addresses, phone numbers - ready to call)
• Proven scripts that actually work (tested over 8,000+ transactions)
• Weekly role-play training so you're sharp when you call
• Pre-built listing presentations (you don't build from scratch)
• CRM automation for follow-up (nothing falls through the cracks)
• Real-time coaching when you get stuck

This isn't theory. This is a systematic, proven approach that's generated millions in GCI for our agents over 24 years.

Why Expired Listings Are a Goldmine (That Most Agents Screw Up)

Let me paint you a picture of what happens when a listing expires.

It's 7:00am. A listing just expired.

Within 60 seconds, the seller's phone starts ringing.

• Agent #1: "Hi! I saw your listing expired. I'd love to come list your home!"
• Agent #2: "Hi! Your home didn't sell. Let me show you why I'm different!"
• Agent #3: "Hi! I can sell your home in 30 days!"

By 9:00am, they've received 47 phone calls, 23 text messages, 14 emails, and 6 people knocked on their door.

They're OVERWHELMED. They're ANNOYED. They're screening calls.

And most agents give up after one call and think "Expireds don't work for me."

Here's what we teach at The Perna Team:

Expired listings are a numbers game, but it's not just about volume. It's about:

1. Calling FIRST (we get you leads at 6:00am, before everyone else)
2. Sounding DIFFERENT (we teach the anti-pitch approach)
3. Following up SYSTEMATICALLY (6-8 touches over 30 days, automated in CRM)
4. Converting appointments to listings (role-play, presentations, objection handling)

When you do this right, expired listings can generate $15,000-$30,000/month in GCI for a single agent.

Worth the effort? Absolutely.

But only if you have the training, scripts, and support to do it right.

The Five Reasons Listings Expire (And How We Train You to Diagnose Each One)

Before you call a single expired, you need to understand WHY their home didn't sell. Here's what we teach:

Reason #1: The Home Was Overpriced (80% of Expireds)

The previous agent either:

• Overpriced it to win the listing
• The seller demanded a high price and the agent didn't push back
• The market shifted and they didn't adjust

What we teach: How to position yourself as the pricing expert without bashing the previous agent. How to present market data so the seller reaches the right conclusion themselves.

Reason #2: Poor Marketing

Bad photos. Weak description. No social media promotion. Generic MLS listing.

What we teach: How to show PROOF of your marketing (pull up your phone and show examples). How to differentiate yourself with professional photography, video, and targeted ads (we provide all of this).

Reason #3: The Home Has Issues

Needs repairs, updates, or staging. Buyers saw it and passed.

What we teach: How to walk through a home and diagnose condition issues. How to recommend repairs that actually increase value vs. repairs that don't move the needle. How to price accordingly if they won't make repairs.

Reason #4: The Agent Was MIA

Poor communication. No feedback after showings. No strategy adjustments.

What we teach: Our weekly communication system so you never drop the ball. How to provide feedback immediately after every showing. How to adjust strategy in real-time.

Reason #5: Bad Timing or Bad Luck

Sometimes the market just shifts. Interest rates spike. Inventory floods. Timing matters.

What we teach: How to explain market shifts without making excuses. How to time a relaunch strategically for maximum buyer activity.

The Perna Team Expired Scripts (That Actually Work)

Most expired scripts sound like this:

"Hi! I saw your listing expired. I'm a top producer in the area and I'd love to show you why I can sell your home when the last agent couldn't!"

Translation to the seller:

"I'm the 47th agent calling you today and I'm about to pitch you the same thing the other 46 agents just pitched."

Result: They hang up or screen the call.

Here's what we teach instead: The ANTI-PITCH Approach

You're NOT calling to list their home. You're calling to:

• Understand what went wrong
• Offer insight
• Build trust
• MAYBE schedule a follow-up conversation

You're playing the LONG GAME, not the desperate game.

Script #1: The "I'm Not Here To Pitch You" Approach

Best for: Sellers who are overwhelmed and defensive.

The Script We Teach:

"Hi [Name], this is [Your Name] with The Perna Team. I saw that your listing on [Address] expired. First off, I'm sure you've gotten about 50 calls today from agents trying to pitch you, so I want to be very clear - I'm NOT calling to do that.

I know you're probably frustrated and the last thing you need is another agent telling you how great they are. I'm actually calling because I work this area a lot and I was curious - what do YOU think went wrong? Like, from your perspective, why didn't it sell?"

Why this works:

• You're acknowledging the chaos they're experiencing
• You're NOT pitching
• You're asking THEIR opinion (which nobody else is doing)
• You're positioning yourself as DIFFERENT

What happens next:

They'll tell you. They'll say:

• "We didn't get enough showings"
• "We got low-ball offers"
• "Our agent didn't market it properly"
• "I think we were priced right, the market just sucks"

Your response (we teach this in role-play):

"Got it. That makes sense. Can I ask - what's your plan now? Are you planning to relist or are you taking a break?"

If they say they're relisting:

"Okay, so who are you thinking about listing with? The same agent or someone new?"

If they say SAME AGENT:

"Interesting. So what's going to be different this time? Because if you do the same thing with the same agent, you're probably going to get the same result, right?"

If they say SOMEONE NEW:

"That makes sense. Listen, I'm not going to pitch you on the phone - that's not how I work. But I would love to come by, walk through the home, and give you my honest assessment of what I think went wrong and what I'd do differently. No pressure to list with me. I just think it'd be valuable for you to hear a second opinion before you make a decision. Does that sound fair?"

Then you schedule the appointment.

Script #2: The "I Have A Buyer" Approach

Best for: Sellers who need urgency and hope.

The Script We Teach:

"Hi [Name], this is [Your Name] with The Perna Team. I saw your home on [Address] just came off the market. Quick question - is it still available?"

If they say YES:

"Great! The reason I'm calling is I have a buyer who's been looking in your area and your home might be a fit for them. I wanted to reach out before you relist with another agent. Would you be open to showing it to my buyer?"

Why this works:

You're not pitching them. You're bringing them a BUYER.

Even if the buyer doesn't end up making an offer, you're now IN THE DOOR and you've positioned yourself as someone who's actively working buyers in their area.

What we teach agents: How to always have 2-3 active buyers in your pipeline so this approach is authentic. How to get buyer feedback after showings. How to pivot from showing to listing conversation.

Script #3: The "Market Report" Approach

Best for: Sellers who are data-driven and analytical.

The Script We Teach:

"Hi [Name], this is [Your Name] with The Perna Team. I saw your home on [Address] just expired and I wanted to reach out because I work this neighborhood a lot and I've been tracking the market pretty closely.

I pulled some data on recent sales in your area and I think I have some insight into why your home didn't sell. Would you be open to a quick 5-minute conversation about what I'm seeing in the market?"

Why this works:

• You're leading with DATA, not ego
• You're positioning yourself as the MARKET EXPERT, not just "another agent"

What happens next (we teach this with real examples):

If they say YES, you walk them through the data:

"So over the last 90 days, here's what I'm seeing:

• 12 homes sold in your neighborhood
• Average sale price was $340k
• Average days on market was 28 days
• Your home was listed at $375k for 120 days

So the market is telling us that homes in your price range ARE selling, but they're selling at $340k, not $375k. And they're selling in under 30 days. So the fact that your home was on the market for 120 days tells me it was likely a pricing issue, not a market issue. Does that make sense?"

Then you pivot:

"Listen, I'd love to come by, walk through the home, and give you a more accurate CMA based on the CURRENT market. I think I can get your home sold, but we need to make sure the price is right. Does that sound fair?"

How We Train You to Differentiate Yourself

When you DO get the appointment, here's how we teach you to stand out:

Differentiation Strategy #1: Don't Bash The Previous Agent

Most agents walk in and say:

"Your last agent clearly didn't know what they were doing. They overpriced it, didn't market it properly, and wasted your time."

We teach you NOT to do that. It makes you look petty and unprofessional.

Instead, we teach you to say:

"I'm sure your previous agent did their best. Sometimes things just don't work out for a variety of reasons - market timing, pricing strategy, buyer pool. My job today isn't to point fingers. It's to figure out what went wrong and how we fix it moving forward."

Why this works:

You're taking the HIGH ROAD. You're focusing on SOLUTIONS, not blame. And the seller respects that.

Differentiation Strategy #2: Show PROOF, Not Promises

Most agents say:

"I'll market your home on social media! I'll do professional photos! I'll get you top dollar!"

Cool. So will 50 other agents.

What we teach you to do instead:

Pull up your phone and show them:

• 3-5 recent listings you've done (or the team has done) with professional photos, video tours, social media ads
• The RESULTS: "This one sold in 14 days for $15k over asking. This one had 3 offers in the first weekend."
• Google reviews, testimonials, track record

Proof > Promises

And we give you all of this pre-built. You don't have to create marketing materials from scratch.

Differentiation Strategy #3: The "Here's What I'd Do Differently" Presentation

We teach you a three-step structure:

Step 1: Diagnose The Problem

"So after walking through your home and looking at the market data, here's what I think went wrong:

• The price was about 8% too high based on recent comps
• The photos didn't showcase the best features of the home
• The description was generic and didn't highlight the updates you've made

Does that sound accurate?"

Step 2: Present The Solution

"Here's what I'd do differently:

• Price it at $350k to generate immediate interest and multiple showings
• Bring in a professional photographer and videographer (we provide this)
• Create a detailed listing description that highlights the new kitchen, great schools, proximity to downtown
• Run targeted Facebook and Instagram ads to buyers actively searching in this area
• Host 2 open houses in the first 2 weeks to create urgency
• Provide weekly updates on showings, feedback, and market trends"

Step 3: Set The Timeline

"If we price it right and market it properly, I'm confident we can get you an offer within 30 days. Based on what I'm seeing in the market, I think we can get you within 2-3% of asking price if we generate competition between buyers. Does that sound like a plan?"

We provide all of this in our pre-built listing presentations. You don't have to create this from scratch.

Handling Objections: What We Teach in Role-Play

Objection #1: "We're going back with our previous agent."

Your Response (we drill this weekly):

"That's totally your call. Can I ask - what's going to be different this time? Because if you're doing the same thing with the same agent, you're probably going to get the same result, right?

I'm not saying they're a bad agent. I'm just saying something clearly didn't work the first time. So what's the new strategy?"

Then listen.

If they say "We're dropping the price," you can say:

"That's smart. What price are you thinking?"

If they're STILL overpriced, you can say:

"Got it. Well, if that doesn't work, I'm here. I'd still love to help if you decide you want a fresh perspective."

Objection #2: "Your commission is too high."

Your Response (we teach this verbatim):

"I appreciate you being direct. Here's the reality - the last agent charged you [X]% and your home didn't sell. So the question isn't what the commission is. The question is: Would you rather pay a little less and get the same result? Or pay a fair commission and actually GET IT SOLD?"

Objection #3: "We're interviewing 5 other agents."

Your Response:

"That's smart. You should interview multiple agents. Can I ask - what are you looking for in an agent that you didn't get from your last agent?"

(Listen. Then position yourself as the solution to that specific need.)

"Got it. Well, here's what I'd encourage you to do: Ask every agent you interview to show you PROOF of what they've done recently. Don't just listen to what they SAY they'll do. Ask to see examples of their marketing, their results, and their reviews. Anyone can make promises. Not everyone can back them up."

Objection #4: "We're taking a break from selling."

Your Response:

"Totally understand. Selling a home is stressful, especially when it doesn't go as planned. Can I ask - how long of a break are you thinking?"

If they say a few weeks:

"Okay, so you're still motivated, you just need a breather. That makes sense. Listen, I'd still love to come by and give you my assessment so that when you're READY to relist, you have all the information you need to make a smart decision. Does that work?"

If they say months or indefinitely:

"Got it. Well, if you change your mind or if your situation changes, I'm here. I'll check in with you in a month or two just to see where you're at. Sound good?"

Then stay in touch every 4-6 weeks (automated in the CRM).

The Expired Prospecting Schedule We Teach

Here's how often we train agents to contact expireds:

• Day 1 (Expiration Day): First call (ideally within the first hour - we get you leads at 6am)
• Day 2: Follow-up call or text
• Day 3: Drop off a CMA or market report at their door (with handwritten note - we provide templates)
• Day 7: Check-in call
• Day 14: Check-in call or email
• Day 21: Check-in call
• Day 30+: Check in every 2-3 weeks until they relist or tell you to stop

Pro tip: Most agents only call once or twice. You're calling 6-8 times over 30 days. That's how you win.

And we automate all of this in Follow Up Boss so you don't forget.

What We Provide Our Agents (That You Won't Get Anywhere Else)

1. Daily Expired Lead Lists

Every morning, our agents get a fresh list of expireds with names, addresses, and phone numbers. No searching. No MLS downloads. Just ready-to-call leads at 6:00am before everyone else.

2. Scripts & Weekly Role-Play Training

We drill expired scripts weekly in our training sessions so agents are SHARP. You're not reading from a script like a robot. You're internalizing the approach so it's conversational and natural.

3. Pre-Written Listing Presentations

We provide templates, CMAs, and market reports so agents don't have to build everything from scratch. You can customize them, but the foundation is already done.

4. Follow-Up Sequences in the CRM

Every expired goes into Follow Up Boss with automated reminders:

• Day 1: Call
• Day 2: Text
• Day 3: Drop off CMA
• Day 7: Call
• Day 14: Call

Nothing falls through the cracks.

5. Professional Marketing Materials

Professional photographers. Videographers. Social media ad templates. Listing description templates. You don't have to create any of this from scratch.

6. Real-Time Coaching

You're not alone. When you get stuck, when you get a weird objection, when you need help on a listing presentation - you have a team of experienced agents and leadership to support you.

How One of Our Agents Went From 8 Deals/Year to 32 Deals/Year

The Agent: Sarah had been in real estate for 4 years at another brokerage. She was doing 8-10 deals per year, mostly sphere of influence and referrals. She'd tried expireds once, made 15 calls, got hung up on 12 times, and gave up.

What Changed: She joined The Perna Team and committed to our expired system.

Here's what happened:

Month 1: She called 50 expireds using our scripts. Got 7 appointments. Converted 2 into listings. Made $14,000 in GCI from those 2 listings.

Month 2: She called 60 expireds (now she was getting faster). Got 9 appointments. Converted 3 into listings. Made $21,500 in GCI.

Month 3: She called 55 expireds. Got 8 appointments. Converted 3 into listings. Made $19,000 in GCI.
After 6 months: She was on pace for 32 transactions that year, almost all from expired listings. Her GCI went from $60,000/year to $190,000/year.

What she told us:

"The difference is the SYSTEM. At my old brokerage, they just said 'go call expireds' and gave me a crappy script from 1995. Here, I get daily leads, proven scripts, role-play training every week, pre-built presentations, and CRM automation so I never forget to follow up. I'm not smarter than I was a year ago. I just have better tools and support."

Frequently Asked Questions: Agent Training

How long does it take to learn the expired listing system?

Week 1: Script training and role-play (you're learning the language and approach)

Week 2: Start calling with support (we're coaching you in real-time)

Week 3-4: You're getting comfortable with objections and appointment-setting

Month 2: You're converting appointments to listings consistently

Month 3+: You're refining your approach and scaling volume

Most agents get their first expired listing appointment within the first 2 weeks. First signed listing within 30 days.

How many calls do I need to make to get results?

Industry average: 50 calls = 5-8 appointments = 1-2 listings

Perna Team average: 50 calls = 12-15 appointments = 4-5 listings

Why the difference? Better scripts. Better training. Better support.

Do I have to make cold calls if I'm uncomfortable with it?

Listen, I get it. Nobody likes getting hung up on. But here's the reality: expired listings are one of the highest ROI activities in real estate. If you want to scale to 30-40+ deals per year, you need a proactive lead source.

That said, we don't throw you in the deep end. We role-play extensively before you make your first call. We give you scripts that work. We coach you through the awkwardness. And within a few weeks, it gets easier.

Most of our agents who were terrified of calling expireds are now our TOP PRODUCERS on this lead source.

What if I don't have any listings to show in my presentation?

No problem. You're representing The Perna Team. We have 8,000+ transactions, 100+ agents, and decades of proven results. You show team listings in your presentations. You're not expected to have a 20-year track record on day one.

How much time per week do I need to dedicate to expired prospecting?

Minimum: 5 hours/week (1 hour per day calling and following up)

Optimal: 10 hours/week (2 hours per day)

Top Producers: 15+ hours/week

If you're part-time or have other lead sources, you can do this 5 hours/week and still generate 5-10 listings per year from expireds. If you're full-time and want to scale, dedicate 10-15 hours/week.

What's the commission split on expired listings?

Our commission structure is competitive and transparent. We don't nickel-and-dime you with desk fees, franchise fees, or tech fees. You keep a healthy split, and in return, you get:

• Daily lead lists
• Proven scripts and training
• Pre-built presentations
• CRM automation
• Marketing support
• Real-time coaching

We're not the cheapest brokerage in Metro Detroit. We're the most SUPPORTIVE brokerage for agents who want to scale with expired listings.

Do you provide leads or do I have to find them myself?

We provide them. Every morning, fresh expired listings with names, addresses, phone numbers. You just call.
Most brokerages make you download MLS data, scrub lists, and figure it out yourself. We hand you the leads ready to go.

What markets do you cover for expired listings?

We work throughout Metro Detroit including:

Oakland County: Birmingham, Bloomfield Hills, Troy, Rochester, Royal Oak, Ferndale, Clarkston, Auburn Hills, Farmington Hills, Novi, Northville, Franklin, Bingham Farms, Hazel Park, Highland Township, Groveland Township

Macomb County: Clinton Township, Sterling Heights, Shelby Township, Macomb Township, Washington Township

Wayne County: Dearborn, Livonia, Canton, Plymouth, Westland
If you're working Southeast Michigan, we have expired leads in your market.

Can I do expired listings part-time?

Yes. We have part-time agents who dedicate 5-10 hours/week to expired prospecting and generate 8-12 listings per year from this source alone. That's $50,000-$80,000 in annual GCI from part-time effort.

What if I'm a new agent with no experience?

Perfect. That means you haven't developed bad habits yet. We'll train you the RIGHT WAY from day one.
Some of our best expired listing agents started with zero experience and are now doing 30-40 deals/year because they followed the system.

What It Actually Takes to Succeed With Expired Listings

Let's be honest. This isn't passive income. This isn't "set it and forget it." Expired listings require:

1. Consistency

You can't call 20 expireds, get discouraged, and quit. You need to commit to 50+ calls per month minimum for 90 days to see real results.

2. Resilience

You're going to get hung up on. You're going to hear "I already have an agent." You're going to get rejection. That's part of the game. The question is: can you push through it?

3. Coachability

If you think you already know everything, this system won't work for you. If you're willing to follow proven scripts, get coached, and refine your approach - you'll crush it.

4. Follow-Through

Getting the appointment is step one. Showing up prepared with a professional presentation is step two. Following up after the presentation is step three. Staying in touch until they relist is step four. Most agents fail at steps 2-4.

5. Long-Term Thinking

Some expireds convert immediately. Others take 30-60-90 days. If you're looking for instant gratification, this isn't for you. If you're willing to play the long game and build a pipeline - this will change your career.

Why Join The Perna Team for Expired Listing Training?

Other Brokerages:

• Give you a generic script from 2005
• Tell you "good luck"
• Provide zero support or coaching
• No lead lists (you figure it out yourself)
• No CRM automation (you forget to follow up)
• No presentation templates (you build from scratch)

The Perna Team:

• Daily expired lead lists delivered at 6am
• Proven scripts tested over 8,000+ transactions
• Weekly role-play and coaching
• Pre-built listing presentations (you customize, don't create from scratch)
• CRM automation with follow-up sequences
• Marketing support (photography, video, social media)
• Real-time coaching when you get stuck
• 68% conversion rate vs. 15% industry average

We're not just a brokerage. We're a training and support system for agents who want to dominate expired listings.

Ready to Learn How to Convert Expired Listings at 3-4x the Industry Average?

If you're an agent who's:

• Frustrated with inconsistent income
• Tired of relying on sphere and referrals alone
• Ready to develop a proactive lead source
• Willing to learn, get coached, and follow a proven system

Then let's talk.

Your Homework This Week (If You Want to Test This):

1. Find 10 expired listings in your market (check MLS for listings that expired in the last 7-30 days)
2. Call 5 of them THIS WEEK using the "I'm Not Here To Pitch You" script
3. Track results: How many answered? How many agreed to an appointment? How many told you to get lost?

Expireds are a NUMBERS GAME. You're not going to convert 100%. But if you convert 10-20%? That's 2-4 listings per month.

At $7,500 per listing, that's $15,000-$30,000/month.

Worth the effort? Absolutely.

But only if you have the training, scripts, support, and systems to do it right.

Contact Michael Perna | The Perna Team

Direct: 248-886-4450
Email: michaelperna@pernateam.com
License: Michigan Real Estate License #309650
Certifications: CRS, GRI, ABR, SRES, CLHMS, Historic Home Expert
Serving Metro Detroit for 24+ Years | 8,000+ Transactions | 100+ Agent Team

P.S. - Here's My Expired Listing Story

I called 47 expired listings in my first 90 days as an agent.

Got hung up on 32 times.

Got 8 appointments.

Converted 3 into listings.

Made $22,500 in commissions from those 3 listings.

That's $478 per phone call. Even if 68% of people hang up on you, it's STILL worth it.

The difference today? I have 24 years of experience and a systematic approach that's been tested on 8,000+ transactions.

And I'm willing to teach it to you.

If you're ready to scale your business with expired listings, let's talk.

Call Now: 248-886-4450
Email: michaelperna@pernateam.com
Schedule a Call: Let's discuss how The Perna Team's training system can help you convert expired listings at 3-4x the industry average

This training page is designed for real estate agents considering joining The Perna Team or improving their expired listing prospecting skills. Not intended as consumer-facing content.