Zillow’s “Make Me Move” idea — homeowners quietly stating the price that would make them consider selling — points to a valuable source of inventory: passive sellers. These are people who aren’t actively marketing but might sell for the right offer or with a low-effort plan. Whether the exact Zillow feature exists in your market or not, the strategy below shows how to find, approach, and convert passive sellers into listings or deals.
The basic idea
Passive sellers aren’t desperate, but they are open to conversation. They often prefer privacy, a fast close, or a specific net figure rather than a full public listing. Working this pool effectively gives you lower competition leads and a chance to build long-term relationships.
Where to look for passive sellers
- If available, use the “Make Me Move” filter on Zillow and save searches/alerts.
- Monitor FSBO and pre-market posts on Zillow and other portals.
- Scan local Facebook Marketplace, Nextdoor, and classified sites for “if the price is right” posts.
- Pull targeted public-record lists: absentee owners, probate, expired listings.
- Network in the neighborhood: HOA meetings, local shops, and community boards reveal owners thinking about moving.
First contact: simple, low-pressure outreach
Your first message should offer value and be easy to respond to. Keep it short, helpful, and non-threatening.
Text / Voicemail
“Hi [Name], I’m [Your Name], a local Realtor. I run quick, no-pressure market checks for neighbors — would you like a free note on what similar homes nearby sold for in the last 30 days? Text back YES and I’ll send it. — [Name]”
Email
Subject: Quick question about your [Street Name] home
Body: Hi [Name], I noticed your note on Zillow about a price that would make you consider selling. I can send a short packet showing recent sale prices for your block and three practical sale options. No obligation—just a quick snapshot. Best, [Name + Contact]
Door flyer
“Curious what buyers will pay in [Neighborhood]? Free neighborhood price check — quick visit, no appointment needed.” Include a one-page market snapshot.
Convert curiosity into action: the step-by-step flow
- Deliver a short value pack — two pages: comparable sales (last 90 days), a simple net-at-price table, and three sale options (private sale, targeted/off-MLS, full MLS).
- Follow up in 2–3 days — ask about their timeline and what would make a sale worth it. Listen more than sell.
- Offer a low-effort pilot — a 10–30 day private campaign to vetted investors/buyer lists or a single-photo targeted ad run. Position it as an experiment with no long-term commitment.
- Present quick options — if they want speed, present vetted cash buyers or short-escrow offers; if they want privacy, offer pocket-listing or selective marketing (confirm MLS/brokerage rules first).
- Ask for permission to stay in touch — if they don’t sell now, schedule a check-in and request referrals.
Pricing ladder to present (easy for owners to understand)
Show three realistic paths and the expected net result for each:
- Quick sale: below-market price, fast close (cash/investor).
- Targeted private sale: modestly below market, limited marketing to qualified buyers.
- Full MLS launch: market price with full marketing and open houses.
A simple table that shows gross price, fees, and estimated net makes decisions easier.
Scripts and templates you can reuse
Initial text: “Hi [Name], I’m [Agent]. Quick market note: I can send a 1-page market snapshot for your block if you’re curious. Reply YES and I’ll email it.”
Follow-up call opener: “Thanks for looking at the packet. What would make a sale worth it for you? Timeline, net dollars, or something else?”
Pilot offer message: “If you’d like to test the market privately, I can run a 10-day outreach to vetted buyers and report results—no MLS, no staging required. Interested in trying that?”
Ethical and compliance guardrails
- Confirm MLS and brokerage rules before doing off-MLS/pocket-listing marketing. Some boards require public MLS listing when marketing publicly.
- Avoid targeting messages that could violate fair-housing rules. Keep outreach neutral and non-discriminatory.
- Be transparent about fees, marketing scope, and any buyer relationships (investor lists).
- If you collect owner contact details on your site, follow TCPA and CAN-SPAM rules and store data securely.
Alternatives when the Zillow MMM filter isn’t available
- Build your own “Make Me Move”-style landing page and promote it with hyperlocal ads and door hangers.
- Create a confidential “what it would take” program on your site: owners submit a price and you send a private valuation.
- Use pre-market and FSBO monitoring, plus local social platforms, to replicate passive-seller discovery.
- Maintain an investor/cash-buyer list so you can present quick offers to owners who prefer off-market deals.
Measurement: what to track
- Leads per month from MMM/FSBO/pre-market alerts.
- Response rate to initial outreach.
- Listing conversion rate from passive leads.
- Average days from first contact to listing or sale.
- Revenue (commissions) per converted lead.
Quick checklist to start this week
- Confirm whether the Make Me Move or pre-market filters appear in your target ZIP(s).
- Create a two-page market packet template (comps + sale options + net).
- Build short outreach scripts for text, email, and door flyers.
- Set saved searches and CRM alerts for FSBO / pre-market postings.
- Prepare a low-commitment pilot offering (10-day private campaign or investor outreach).
- Track responses and measure conversion monthly.
Real-world examples (brief)
- An agent delivered a two-page packet to an MMM owner, ran a private investor outreach, and closed a deal two weeks later at a price slightly below the MMM number—with a fast, private close.
- A buyer’s agent matched an investor to a homeowner who’d posted a move price and arranged a cash purchase, avoiding listing costs and staging.
- A luxury agent used MMM-style outreach to build a warm list. Years of relationship building produced a high-end listing when the owner finally decided to sell.
Passive-seller work is relationship-driven. Most owners won’t list immediately, but consistent, respectful outreach and a clear, low-effort proposition turn curiosity into listings and deals over time. Treat the owner as a long-term contact, provide honest valuation information, and offer practical pilot options that minimize their effort. That combination wins trust — and results.