In this coaching video, Kevin Ray Ward answers a member’s question about whether real‑estate agents should pursue an expired listing that was grossly overpriced. He argues that agents should always go after such leads. He explains that seller motivation can change over time, and even an unrealistic, unmotivated seller will eventually need to sell, creating an opportunity. He stresses that many previous agents lack the courage to tell sellers the truth about pricing, leaving a gap that a confident, truthful agent can fill. Ward advises agents to build a personal relationship (the “A‑team”) with these sellers, positioning themselves as the go‑to advisor who can guide the seller to a realistic price and a successful sale. The core message is to never ignore an overpriced expired listing; instead, pursue it, build trust, and use courageous, honest communication to convert the seller when motivation aligns.
So the question is, if you're a real estate agent and you see an expired listing and it is grossly overpriced, what should you do with it? Should you go for it or just let it be?
While the masses spend their days dominated by doubt, distraction, and dead ends, the masters go through their day on fire. My friend, welcome to the fire zone.
Hey there, it's your coach Kevin Ray Ward with your BuyerZone message of the day. And that was a question that one of our coaching members asked me today. And it was a great question. Like, what do you got? You got somebody that is ridiculously overpriced. They are totally unrealistic. And they just expired. Should you go after it? Or, and his question was, or should I just wait and be agent number 3? And I'm, I think, I think I understood what he meant by that. But here's, here's the thing. Never let them be. Okay. Go after them. Go after them. Go after them. When you have an expired listing, I do not care how overpriced they were before. And here's the reason. Number one is motivation can change over time. So if they had the house on the market, it expired. If their motivation is to sell, at some point they're going to sell. If their motivation is, we're not sure yet, we're not right now, we're not that motivated, maybe, but in the future they may be motivated to sell it. So what I want to build is I want the relationship. If they're not highly motivated and they may not, they may be not, they may be unrealistic and they may, an unrealistic seller is always tied to a lack of motivation at some level, at some point, because at some point they have to wake up and go like, well, we gotta sell this house. So I guess The realtors are right. They're telling us the truth. So it's a function of motivation, number one. And number two is you don't know who, with their previous agent, they may have had an agent who just didn't have the courage or the willingness to tell them the truth or the ability to actually help them see it, understand it, and lead them to a decision to price the home right where it would actually sell. And you are that agent. See, if you believe that you are the best agent to get them the best result, and you have developed the skills to lead people to a decision, okay, then it's a real simple conversation. And either they're motivated to sell or they're not. And if they're not motivated to sell, put them in your personal circle, A-team, build the relationship with them so that when they are ready to sell, you're their go-to agent because you tell them the truth and you're not— and you have the courage and the skill to do that. Or if their motivation has changed or they do have the motivation and just had the wrong plan or wrong agent or agent who wasn't willing to tell them the truth, that they weren't willing to listen. You'd be the agent that they listen to and lead them to a decision to say yes to you and to selling their home for the best price and to moving on with their life. So there you go, my friends. Never let it be. Always go after them no matter what. Get the relationship, you get the deal, win the day.
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