Dealing with For Sale By Owners (FSBOs) listings can be intimidating. It’s a challenging task, not just for new real estate agents, but also for seasoned veterans. FSBOs are, after all, home sellers who feel like they don’t need the services of a real estate agent such as yourself.

However, FSBOs provide an excellent opportunity. These are homeowners interested in selling their homes as quickly as possible. Infact, they are the closest you can get to someone outright shouting “I need to sell my home NOW.”

But where would you start if you wanted to convince them to give you a chance? Let’s take a look at 4 FSBO scripts that can help you do just that.

Why Bother with FSBOs?

The main reason why home sellers decide to sell their homes themselves has nothing to do with you. Don’t let anecdotal evidence fool you: the majority of FSBOs DON’T HATE real estate agents per se. Instead, they don’t SEE the value of using one.

Maybe they had a bad experience with an agent in the past. Perhaps they had previously bought or sold a home to a friend or relative, and the process went relatively straightforward. Most likely, they just want to avoid paying the agent’s fees, thinking that this will lead to more earnings for them.

But the truth is that the majority of FSBOs end up using an agent anyway. They soon realize that selling a home on your own isn’t as easy as it looks. It’s difficult to coordinate home showings, finding your next home, deal with all the paperwork involved, while keeping a full-time job AND meeting your family responsibilities.

To put it plainly, FSBOs don’t have the training, skills and marketing tools that a real estate professional has.So don’t assume they don’t want to deal with you. Instead, think of them as clients that just haven’t realized they need your services yet.

If you’re able to demonstrate the value you bring as an agent, there’s a good chance they will want to work with you. If not right away, perhaps a few weeks down the line. But to get to that point, you need to break down the initial objection of “why should I use you,” and convince them to meet you in person so you can demonstrate your value.

That’s where these scripts come into play.

SCRIPT 1 – The Classic FSBO Script

Hi, this is (name) from (brokerage). I’m looking for the owner of the house. 

(This is the owner)

I’m a real estate professional that specializes in (area name). I’m giving you a call because one of my main responsibilities is to know where all the houses for sale are in our area. That way I can help the buyers I represent to find the home they’re looking for.

Do you mind if I ask you a few questions about your home?

(Sure. Go ahead)

I drove by your For Sale by Owner sign, and found your ad at (Zillow, the newspaper, the internet, Facebook, etc.). It mentioned that your home has (#) bedrooms and (#) bathrooms. I saw the pictures, but I wanted to get a few specifics. 

How big are the bedrooms? Would they be large enough for a family with two young children?

What can you tell me about the kitchen? Was it remodeled recently?

What about the bathrooms?

What can you tell me about the yard? 

How’s the neighborhood? Is it safe to walk around at night? How are the schools? Is it a good place for a growing family?

Is there anything else I should know about it?

How much are you asking for the home?

($xxx,xxx)

It sounds like you have a really nice home. If it’s not too much to ask, why are you selling it?

Do you already have a home to move to? What area is it in?

So what attracted you to that area?

How much is that home going for?

Ok, so you mentioned that you’re asking $xxx,xxx for your home. If you don’t mind me asking, how did you determine your sale price?

I’m asking because there are several homes similar to yours in the area. For instance, there’s (mention a couple of comparable properties in the area) So what are you doing to market your home in a way that can compete with those?

Do you need to sell this home before you can move to your new one?

I understand that you’re selling your home on your own for a reason. And you know what? I can respect that. But I have to ask. If there was any advantage of using me as an agent to market your home, and it got you a higher sales price, would you be against it?

(No. But I don’t want to pay 6% in commission. I just want to get it sold.)

It sounds like you have a lot on your mind right now, and you probably have a ton of things you need to do. 

While I can’t solve every problem you have to deal with, I think I can help you sell you ease your mind when it comes to selling your home. 

Why don’t we meet for a short 20 minutes conversation and show you how I can help you sell your home faster and at a price where the commission won’t be an issue?

I’ll be upfront with you. If I can make that happen, I’ll let you know. But if I can’t, I’ll let you know as well. How does that sound?

(Well, ok. Come over and we’ll see.)

I’m available on Tuesday at 3 PM and Wednesday at 4 PM. Which one works for you?

(Tuesday at 3 PM is fine).

Why Does This FSBO Script Work?

This FSBO script (which is a modified version of one of Mike Ferry’s FSBO scripts) works for a number of reasons.

First of all, this conversation is framed around the seller. You’re not dominating the conversation by talking exclusively about what you can do. Instead, you get sellers to talk about the house, how large it is, their life in the neighborhood, and how they determined the listing price.

People love talking about ourselves, so by inviting sellers to talk about themselves, you’re helping to build rapport.

Secondly, you’re framing the conversation not as an attempt to “sell yourself” to the buyer, but rather as an information-gathering exercise in order to better serve your clients. And this is not a trick or a white lie. It really IS your responsibility as a real estate agent to know all the listings in your hyperlocal area of operations.

Thirdly, your transition to your call to action is pretty organic. Although you’re using a FSBO script, there’s no reason for it to SOUND scripted.

And finally, although you’re pretty confident about your real estate skills, you’re humanizing yourself (and reassuring sellers that you don’t want to waste their time) by admitting that if you’re unable to sell the seller’s home, you’re won’t take the listing.

Whether you get the listing or not, the information you get from this call doesn’t go to waste. You can always call down the line if their home doesn’t sell, and use it as leverage to pitch your services again with a different or more polished FSBO script.

When you’re ready, make sure you refer your new prospective client to your website. Our AgentFire designers can help you put together a customized real estate website that is designed to stand out and generate leads. Schedule your free demo here. 

Script 2 – The Diagnostic FSBO Script

Hi, this is (name) from (brokerage). I noticed you have a home for sale at (address). Is it still available? May I speak with the owner of the house?

I understand you’re selling the home by yourself, and I respect that. I was just wondering if you are cooperating with buyer’s agents?

And by cooperating I mean, if one of the clients were to make an offer, are you willing to pay me the standard (insert your percentage here) commission in our area for a buyer side only?

If yes:

Ok, that’s great! Could you tell me a little more about your home? (Ask about details such as room size, age of home, what the neighborhood is like, etc.)

I have a few buyers right now, and I think that they could be interested in your home. Is there a time I could come by and take a look at the property before bringing my clients?

If no:

I understand. By the way, I was wondering how much you’re asking for the house?

($xxx,xxx)

Let me ask you something. What made you decide to sell your home without hiring a professional agent, and without cooperating with buyer’s agents?

(I don’t want to pay that much for a real estate agent, I had a bad experience with an agent, my son is a computer wiz who can list the home online, etc.)

I see. In fact, you’re not the only one that feels that way. Lots of For Sale By Owners have told me the exact same thing. 

Again, I respect your decision to sell on your own. But assuming that I could show you a way that I could net the ($xxx,xxx) you want for the house, possibly even more by using our marketing plan, would you be open to it?

(I just want to get rid of my home, I don’t want to complicate things, a lot of realtors have told me the same thing, etc…)

I hear you. If I may ask, what’s the main reason for your sale?

(We’re moving to a home closer to my workplace, we’re downsizing, we don’t like this neighborhood, the monthly payment is too high, etc…)

Ok, that makes sense. (Congratulate the buyer if the move is a positive one). And when do you need to be in your new home?

(In 2-3 months.)

Gotcha. So you have at most (number of days) to sell your home, do all the paperwork, and deal with the move. So what happens if your home doesn’t sell by then? Do you have a backup plan?

(I don’t know. I’d rather not think about it. We’ll deal with it as we go along. Stay with my parents. Rent an apartment, etc.)

Sounds like you’re not too happy about any of those options.

Hypothetically, let’s say that I was able to sell your home, get you the highest amount the market is willing to pay for your home, and help you avoid (unpleasant backup option), would that be a win for you?

(If you could do all of that, yeah, I guess it would.)

Tell you what, why don’t we meet for a short 20 minute chat? We’ll take a look at your situation, do a property analysis, and I’ll let you know if I can make it happen? If I can’t, I won’t waste your time. I’ll tell you immediately.

(Ok, why not. Let’s see what you have.)

Great! I’m available this afternoon at 5 pm. Would that work for you?

Why Does This FSBO Script Work?

Behind every home seller, there’s a pain point behind the decision to sell his/her home. This FSBO script helps uncover that pain point.

Instead of forcefully reminding the home buyers that they’re making a mistake by selling the home themselves, you show respect to their decision. However, this script DOES remind them that there’s a possibility they won’t be able to sell their home on their own, and that there are consequences for that decision.

Finally, the script shows the home seller that that pain point CAN be fixed if they use your services. All they have to do is give you 20 minutes to prove it to them.

Whether or not your potential client is interested in hiring an agent at the moment, it’s best to save their contact information and add them to your CRM incase they are interested down the line. All of your favourite CRMs integrate naturally with AgentFire websites. Learn more about our CRM integrations here.

Script 3: The Objection Sidestepper FSBO Script

Hi, I’m calling about the home for sale at (address). Is this the owner of the home? My name is (name) from (agency name). I’m a real estate professional that focuses on the (area name).

I see that you’re selling the home on your own.

I’m calling you because I work with lots of buyers and sellers in the area, including many For Sale By Owners. I’m calling you to see how things are working out for you?

Do you already have a home to move to once you sell your current home?

How quickly would you like to make all of that happen?

Do you cooperate with buyer’s agents? (Explain what cooperation means if necessary)

I’m curious though. What’s the main reason you’re selling your home on your own instead of hiring an agent. Is it the commission?

If I was able to show you a way to sell your property for more money than you could on your own, even after my commission is paid, would you be interested in that?

(I don’t see how you could do that.)

I see where you’re coming from. After all, if you felt that an agent could do that for you, I’m sure you would have hired one already, right?

But hypothetically speaking, if there was a financial benefit of working with me rather than selling the home on your own, and I could PROVE it and show you the numbers, would you at least consider it?

That’s why we need to meet in person. I’m available at 2 pm and 5 pm today. Which one works best for you?

Why Does This FSBO Script Work?

This FSBO script tackles the most common objection that prevents FSBOs from hiring a real estate agent: the agent’s commission. And instead of avoiding or downplaying that objection, this script acknowledges it and respects the intelligence of the seller.

At the same time, it opens up the possibility that if you can prove that you can indeed prove that you can get the seller a higher closing price than the seller could on his/her own, it only makes sense to hire you.

Finally, it sets up an appointment for the same day so you can get to work while the iron is hot.

Script 4: The Elevator Pitch FSBO Script

Hello, may I speak with the owner of the home for sale at (address)? Is it still for sale?

My name is (name) from (brokerage). I see that you’re selling your home on your own. Are you be open to cooperating with a buyer’s agent?

Great!

Can you tell me more about your home? (Size of rooms, age of home, etc.)

Listen, I got a few buyers that are looking for a home like yours. Would it be ok if I go and take a look at the property before bringing in my clients?

Why Does This FSBO Script Work?

This script is short, sweet, and to the point. It immediately identifies if the FSBO is open to cooperating with buyer’s agents, and focuses on getting you in front of the seller in person. 

Instead of waiting for both of you to agree on a date to meet and talk about your marketing skills, it just gets you there.

It would then be up to you to demonstrate your value once you meet the FSBO in person if he/she lets you tour the house.

And the best part? It’s quick and efficient, and easy to memorize, just like an elevator pitch. It’s the kind of script you can fall back on if you’re having an off day.

Looking for more ways to target your specific buyers? Check out these tips for marketing to each generation. 

How to Secure a Listing with a FSBO Owner

1. The first step is to arrange a legitimate listing appointment. When you ask them when they want to list the property, the ideal answer is that they say they are ready now. This may not happen with the first FSBO you contact, but you surely will find one with time. Remember your intention before each call, but don’t push FSBO who are not interested immediately. Leave your contact information with them and ask if you can add them to your email list. 

 2. Set a viewing appointment. A preview is when you go out to take a look at the property and meet with the seller for a short meeting. 

3. After your initial contact and meeting in person, decide if taking the listing is beneficial for the both of you. Whether or not you are interested in accepting the listing, follow up within 24 hours to notify the seller. 

FSBO Tips from Our Favorite Leading Real Estate Experts:

FSBO listings are a challenge for agents far and wide. Here’s a collection of advice from the real estate industries top perfromers:

Kyle Handy

Kyle Handy is a prominent voice in the real estate marketing industry and one of San Francisco’s Top Agents. His advice can be summarized below:

• Introduce yourself with a clear and friendly sentence. 
• Ask if they’re interested in the relief and professional knowledge that a real estate agent can provide, then summarize the benefits of buying property with an agent
• There is a high chance that FSBOs will be interested by this point, but if not, don’t push too hard or waste your time on a single cold client
• Then, dive deeper into the conversation with the “reverse sell”. Sneak in something similar to, “Ther eis always the option to sell on your own, but (insert your specific real estate skills here) would surely make the process easier, faster, and sell at a better price.
• Lastly, schedule date, time, and place to meet in person. To  lock in the deal, ask for their email address and tie them into your relevant email lists. 
• As a best practice, it’s best to affirm the details of the meeting and goals before hanging up the phone (figuratively speaking). Try something such as “ Okay, so we’ll discuss (intention) at ( time, date, and place). I look forward to speaking in person. 

Mike Ferry 

Mike Ferry is the father of one of our partners and arguably the most famous real estate marketing expert in the field, Tom Ferry. Mike paved the way for many real estate educators and has quite the portfolio himself. He offers a more simple, straightforward approach to FSBO listings. 

1. At the first point of contact (phone, email, etc.) introduce yourself and your brokerage, then ask to speak with the owner of the property. 
2. Explain to the property owner that you have worked with a number of FSBO and are currently in the process of speaking with a number of FSBO home owners. 
3. Start a casual conversation around their decision and play to sell their home. 

For example, you can ask about:

• Their future plans for home ownership
• How prepared are they are to sell
• What made them decide on their sales price
• How the property has been on the market
• What has to happen for them to choose a qualified agent to help sell their home
• Other properties you’ve sold in their area and ask if they are familiar with any of the homes? 

The real estate professionals For Small Business have broken down exactly what is necessary for successful FSBO outreach with avoidant or hesitant sellers. These are the main points that For Small Business suggest you hit: 

• Rather than skirting around the topic or minimizing  the property owner’s concern, acknowledge and respectthe seller’s decision. If you can show them that you’ll help them get a better deal than they’d get on their own, they will open their eyes to what you can do for them
• If possible, set up a same-day appointment while the conversation is hot and you can get things moving
• Inform sellers that you already have a network of qualified clients and industry connections can quickly get them through the purchasing process easily and at the best price – error free
• Emphasize the downfalls of having a home on the market for a long time. Not only does this damage the perception of the listing, but the wonders have to pay mortgage payments, property taxes, gas, water, and electric costs, costs, and other bills for every extra day that the home sits on the market. Afterall, time is money
• Remind sellers that you are there t help and the experience they gain working with you will make them more educated and prepared property owners and sellers for years to come.
• Tell sellers that unlike FSBo sellers, real estate professionals have access to larger network of expert home sellers, a marketing budget, market analysis and forecasting, plus years of experience of success. 

FSBO Marketing Best Practices 

1. Practice your FSBO scripts: Work with another real estate agent (not a friend or partner) with whom you can role-play the FBO scenario. You should practice with someone who is familiar with the types of objections you may encounter. IF you don’t have someone to practice with, you can practice in front of a mirror until you feel confident with your body language and message. 
2. Find FSBO the right listings: If you’re not finding what you’re looking for online on Craigslist, get outside! Walk or take a drive through the areas where you would like to find FSBO listings and scope out the signs on front lawns and windows. 
3. Search at the right time: Keep in mind that most FSBO sellers expect frequent calls about listing their homes. In recent studies, it’s been determined that the best time to call is after the average working day around 4 – 6 pm. The best time to prospect FSBO homes is when you feel confident and prepared. These hours are the times when you are most likely to have a phone conversation over 5 minutes and   meet the right FSBO owner.  
4. Keep editing and updating your FSBO script: As you gain more experience with FSBOs, tweak your scripts slightly to keep up with their replies. However, make sure that your key points are well phrases and consistent to keep the conversation focused. 
5. Have a professional business phone number: Contact information especially for your  business can make you seem more established and professional. Professional emails and phone numbers allow you to leave a custom OOF greeting and voicemail. 
6. Personalize your content: Always include details about the property’s location to ensure that you don’t sound like AI trying to “pass as human”. Owners should get the idea that you were uniquely attracted to their property and compelled to reach out.

Conclusion

FSBOs are a golden opportunity for real estate agents willing to put the effort into approaching them. As always, real estate is a numbers game.

You won’t be able to convince every single FSBO to use your services, but these scripts can help you increase your conversion rate, and help you feel more confident calling them.

Do you have any FSBO script that works for you? Share it in the comments below.