•Expired Listings
Every agent in your market is calling expireds the day they hit. You're not going to be one of them.
The traditional expired playbook is a cold-call sprint built in the 1970s. The Expired Listing Playbook is the opposite: a patience-driven marketing system that lets the seller come to you, already convinced you're the obvious choice. When you do it this way, you're competing with almost no one.
$500K+
Annual GCI
$250M+
Career Sales
90
Day Build
•The Real Problem
Why Most Expired Strategies Burn Agents Out and Produce Almost Nothing
Most expired training is decades old. Cold call as soon as the listing cancels. Be the first voice they hear. Sharp-angle close. Push hard. It worked at one point. It doesn't work now.
Not because expireds aren't a great lead source — they're one of the best you'll ever find. But because every other agent in your market has been told to run the exact same play.
The seller's experience today.
Their listing expires, and within 24 hours their phone is full of voicemails, their inbox is jammed, and somebody is on their porch. They aren't being recruited. They're being attacked. By the time you get there — first, fast, polished — they're commoditized from "hello" and you're indistinguishable from the 29 others.
So agents burn out and quit the source entirely.
A week of getting hung up on, and the lead source gets dismissed as "not worth it" — when it's actually one of the highest-leverage sources of seller business in the entire market. The lead source isn't broken. The strategy everyone else is running against it is.
There's another way to win these, and almost no one in your market is doing it. That's the entire premise of this course.
•Expired Listings
Every agent in your market is calling expireds the day they hit. You're not going to be one of them.
The traditional expired playbook is a cold-call sprint built in the 1970s. The Expired Listing Playbook is the opposite: a patience-driven marketing system that lets the seller come to you, already convinced you're the obvious choice. When you do it this way, you're competing with almost no one.
Applications reviewed before scheduling.
Keeps calls high-quality for people who are a real fit.
•The Real Problem
Why Most Geographic
Farms Quietly Fail
Most agents choose a farm because they like the neighborhood, live nearby, or did a deal there once. Every one of those is a great way to pour money and effort into something that will never pay it back.
After coaching hundreds of agents, I can say with certainty: a farm often fails for reasons you can see before you spend a dollar — so long as you know what to look for.
The wrong selection kills it before it starts.
Agents don't find this out in the analysis phase. They find it out 18 months and several thousand dollars in, when the listings never came. Then they blame the strategy, when the real problem was the selection.
The right farm run on a 1990s playbook doesn't work either.
Generic postcards, no conversion path, no follow-up — competing for attention in a market that's noisier than it's ever been. The execution is usually a decade out of date.
The right plan in the wrong market gets no results. The right market run on a 1990s playbook doesn't either. This course fixes both — selection and conversion.
•The Solution
Sit Back. Show Up Consistently. Become the Obvious Next Choice.
Expireds were the single lead source that took my average price point to a new level and was the reason I got my first few luxury listings. Not geographic farming, not my sphere, not paid-for leads. Expired listings — won by doing the opposite of what every coach in the industry was teaching.
We don't compete on speed. We don't compete on volume of dials. We don't compete on script delivery. We let everyone else burn through the lead in week one, and we show up — quietly, professionally, repeatedly — over the weeks and months that follow.
By the time the seller is ready to actually have a conversation, every other agent has moved on. You haven't. You're the one who's still there.
The seller is already raising their hand.
They've already decided to sell.
No persuasion required just positioning and timing.
The competition self-selects out.
Every other agent moves on after week one.
Your consistency becomes your differentiator by default.
Inbound beats outbound every time.
A seller who calls you is a different conversation than a seller you called. This system produces inbound inquiries.
The funnel moves faster than farming.
First inquiries typically arrive within 90 days not 12 months.
Expireds are already warm.
The Complete System, in Three Modules
The Reframe: Why Expireds Are Undervalued
The structural advantages that make expireds one of the highest-leverage lead sources in real estate, and the modern approach that captures them. Criteria for selecting which expireds are worth your dollars. Budget math, ROI expectations, and the tools that make the data reliable. Hard-won lessons including the seasonal patterns and price-point exception every coach overlooks.
Preparation and the Marketing System
The preparation checklist most agents skip and exactly why skipping it makes everything downstream look thin. The marketing system: cadence, format, and the principle behind the magic number almost nobody in your market is willing to hit. How to build a landing page tied to your marketing, lead magnet options, and the door-drop accelerator for high-priority expireds.
Preparation checklist · Marketing resources · Landing page framework · Lead magnet options.
Conversion: The Appointment, the Diagnostic, and Follow-Up
The five-question diagnostic that flips the appointment from a pitch to a real conversation. The disarming move that resolves trust issues before they come up. The "skin in the game" play that converts hesitant sellers. The empathy-first approach that earns trust where bravado fails. The weekly follow-up cadence that keeps you on the radar without being a pest.
•What You Get
Everything to Run It
from Day One
Three modules of training plus every resource, walkthrough, and template you
need to install and run the system no guessing on the setup.
Three Modules of Video Training
Plus live walkthroughs real lists, real marketing pieces, real client examples.
Walkthrough: Pulling and Managing Expired Lists
Exactly how to pull, scrub, and manage the data so you're not chasing relisted properties.
Walkthrough: Building the Marketing
A real build-along so you can see the system assembled, not just described.
Preparation Checklist
The step most agents skip and the reason their outreach looks thin compared to yours.
Landing Page Framework
The community-specific page structure that converts marketing attention into opt-ins.
Diagnostic Question Set
The five questions that flip the appointment from a pitch to a real conversation.
Follow-Up Message Templates and Angles
The weekly cadence and message frameworks that keep you present without being a pest.
Every Supplemental Resource
All tools, links, and references from the training everything in one place.
•What You Get
Everything You
Need to Run It
Not a course you watch and forget. Every resource you need to actually install and run the system — from day one to month 36.
Four Modules of Video Training
Intro plus lessons in each module — walkthroughs, not slides.
Farm Analysis Tracker
The spreadsheet that does the Moneyball math — every criterion, the formulas built in.
Marketing Structure Resources
What to send, when to send it, and the principles that make it work.
Landing Page Framework
The community-specific landing page structure that converts attention into contact information.
Follow-Up Automation Sequence
The system almost every agent skips — and the data on why that skip is fatal.
Diagnostic Framework Reference
Exactly what's broken and how to fix it when the numbers aren't where they should be.
Every Supplemental Resource
All tools, links, and references from the training — no hunting required.
Is This Course for You?
This Is For You If:
- You're ready to stop competing on volume of dials and start winning on positioning
- You're willing to play a longer game in exchange for less work and less rejection
- You want the real conversion math and the real timeline — not a script that "guarantees the appointment"
This Isn't For You If:
- You want a cold-calling script and a high-volume dial strategy
- You're looking for pressure-selling and speed-to-lead tactics
- The volume-dial play is specifically what you're after
What People are saying
I first came across Jonathan Fox through his excellent book "The 21st Century Real Estate Professional". As a busy, full-time agent, I don’t have time for fluff or shiny objects. Jonathan’s no-drama, results-driven approach immediately stood out. After a year of coaching with him, I can honestly say it was one of the best decisions I’ve made in my business. In the past 12 months, I’ve seen a 50% increase in gross revenue compared to my three-year average - more than covering the investment. Just as importantly, Jonathan has helped me work through a tough season of growth with clarity, accountability, and confidence. If you’re wondering whether this kind of coaching actually works - it does. But there’s no magic pill - you need a coach who understands our industry, and you need to be willing to put in the work! I’ve gained not only financial growth but also a trusted mentor and friend. Thanks Jonathan!
Jonathan has pushed me through the challenging moments, helped me rebuild my confidence, and equipped me with the skills I needed to grow. Jonathan J. Fox has been a transformative mentor for me over the past year. There isn’t anyone who could match Jonathan’s warmth, the way he communicates, and his actual investment in my success. He’s more than a mentor - he’s someone who genuinely cares about you and wants to see you succeed. If you’re looking for someone who will push you, guide you, and stand by you through the uncertainties, Jonathan is the person you want in your corner. One year with him has proven his worth, and I’m deeply grateful for the impact he’s had on my career & my confidence and for the years to come.
Working with Jonathan as my business coach has been extremely beneficial to my business. Even though I've been in business for over 20 years I have learned so much from him. It's like having my own board of advisors just a text/phone call/email/zoom call away. He is responsive, thoughtful, articulate and extremely intelligent. His ideas have been like gold for my business.
I sought out coaching because I felt like I was doing all the things but still spinning my wheels.Working with Jonathan has been exactly what I needed. His approach is thoughtful, strategic, and truly unlike any other coaching style I’ve encountered. He asks the right questions, helps me get clear on my vision, and walks alongside me to bring it to life. He’s incredibly genuine, deeply supportive, and always thinking outside the box to help me find creative solutions that actually work. There’s nothing "cookie-cutter" about his approach. Since starting with Jonathan, I’ve seen real growth not just in my numbers, but in how I approach my business. I’m more consistent, more confident, and more focused. I’ve built better systems, clarified my messaging, and created a clear plan of attack that helps me operate with intention and control. If you’re wondering, “Will this actually work for me?” I’d say this: If you’re willing to show up, be honest, and do the work, yes 100%. Jonathan meets you where you are and helps you build from there. Investing in coaching was a leap I didn’t take lightly but I’m so glad I did.
If you’re wondering whether coaching with Jonathan works—100% yes. It absolutely does, if you do the work. What makes Jonathan different is that he tailors his coaching to fit you. His systems work, but he doesn’t just hand you a one-size-fits-all template. He listens, adjusts, and helps you build a plan that works for your personality and business. For me, the results have been incredible: I now attract higher-quality leads, have clear, trackable systems, and most importantly—I have the confidence to market myself in a way that feels aligned with who I am. This coaching has been a game-changer. I’m on track to 2x my business this year, and the conversations I’m having with potential clients are completely different. People aren’t just looking for a real estate agent—they’re looking specifically for me. If you’re serious about growing your business, Jonathan is the coach you want in your corner.
Working with Jonathan has been a game-changer for my real estate career. I've been hustling in the industry for two years, and even though I had a great first two years, I have been flying by the seat of my pants. I have been using Zillow leads and no other source of lead generation. I knew there were more cost-effective ways to drum up business, especially since the market is becoming slower, and I wanted to focus more time on getting more listings. He provided the building block and sales scripts and broke down the nitty-gritty. Thanks to his guidance, I not only had a great first two years but now feel equipped with the knowledge and tools to advance in my career.
Straight Answers.
Everything you want to know before you buy.
•Pricing
Get the Course
The Expired Listing Playbook
$597
One-time payment · Lifetime access · You own the system forever
Add a second course for $400
Save $197 vs. buying separately. Pick any second course — same pricing whichever you choose. Add at checkout.
+$400
Or go bigger — bundle options
Any Two Courses — $997 (save $197)
All Four Courses — $1,797 (save $591)
Pick whatever combination fits where your business is.
▬▬ Pricing
Get the Course
The Expired Listing Playbook
$597
One-time payment · Lifetime access ·
You own the system forever
Add a second course for $400
Save $197 vs. buying separately. Pick any second course — same pricing whichever you choose. Add at checkout.
+$400
Or go bigger — Bundle options
Any Two Courses — $997 (save $197)
All Four Courses — $1,797 (save $591)
Pick whatever combination fits where your business is.
•Stop Calling
Stop Calling.
Start Owning
the Lead Source.
Patience · Positioning · Consistency · Inbound
The agents who consistently win expireds aren't the ones who dial fastest. They're the ones who show up consistently, professionally, and
patiently when everyone else has already given up. That's a system you can run forever, in
any market, on your terms. It's in here.
•Stop Calling
Stop Calling.
Start Owning
the Lead Source.
Patience · Positioning · Consistency · Inbound
The agents who consistently win expireds aren't the ones who dial fastest. They're the ones who show up consistently, professionally, and
patiently when everyone else has already given up. That's a system you can run forever, in
any market, on your terms. It's in here.
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