The Cannon Ball is an expired listing campaign tool that helps agents stand out from the flood of calls and texts that hit sellers the day after their listing expires. Instead of cold calling, you deliver a personalized, professional package that demonstrates you've done your homework on their specific property.
The Cannon Ball is available on the AI Pro plan at cb.listingleads.com.
What's Inside a Cannon Ball Package
Each Cannon Ball has three components:
Home Profile — a personalized analysis pulled from Zillow including pricing history, equity position, comparable sales, and what happened during the listing period.
Perfect Plan — your reusable seller playbook showing how you'd relaunch the property. You build this once and it auto-attaches to every Cannon Ball.
Perfect Resume — your agent credential sheet with career stats, headshot, and branding. Also a one-time setup.
How to Use the Cannon Ball
First-time setup (do this once):
Go to cb.listingleads.com → Perfect Plan. Edit the three default phases (Reset, Price, Product) to reflect your approach. This auto-attaches to every future Cannon Ball.
2. Click Perfect Resume. Add your career stats (homes sold, sales volume, record sale, etc.), upload a headshot, and choose a color theme.
Then for each expired listing:
3. Click Home Profiles → paste the Zillow listing URL (format: zillow.com/homedetails/.../12345_zpid/) → click Build Home Profile.
4. Review the data. Zillow's records aren't always 100% accurate — edit anything before downloading.
5. Download the full package and send it.
Delivery: The physical package (printed and sent via FedEx overnight or priority mail) is the recommended approach. It stands out far more than a call or text. Aim to send within 24–48 hours of the listing expiring. If you have the homeowner's email, you can send digitally for immediate delivery.
Best Practice
Block 20–30 minutes, 3x per week for Cannon Ball outreach. Each session, find 2–3 expired listings in your market, build the home profiles, and send. Agents who run Cannon Balls consistently for 6+ months report it becoming their primary source of new listings.
Common Questions
Where do I find expired listings? Search your MLS for expired status, or use Zillow filtered by recently listed/expired properties.
How many should I send per week? At minimum 3 per week. In high-inventory markets, daily makes sense.
Does it work for cold outreach? Yes — the Cannon Ball is designed specifically for sellers you've never met.
What is skip tracing? Skip tracing finds the homeowner's phone number and email from public records. AI Pro members have access to skip tracing inside the Magic Buyer tool, and that contact info can be used for Cannon Ball outreach.
Have questions? Contact support at [email protected].