FSBO scripts make it easier to approach for-sale-by-owners with confidence. Knowing what to say when you make first contact, meet the FSBO for the first time, and follow up will make you more comfortable and more likely to land the listing.
Fair warning: working with FSBOs takes patience and diligent follow-up. But if you’re willing to do the work, you’ll be rewarded with a pipeline of sellers!
Understanding the FSBO Mindset
Why do people go FSBO when data consistently shows that agent-represented homes sell faster and for more money?
Here are the most common reasons:
- They want to save on the commission. Five to six percent of the sales price is a lot of money.
- Selling a house doesn’t look that hard, especially in a hot market where homes “sell themselves.” The general public doesn’t realize how much time, energy, skill, and knowledge are required to sell a home. Particularly if you want to get top dollar.
- The seller wants complete control. They want to determine who sees the house and when, how the house is marketed, and what the acceptable price is.
- They have industry-adjacent experience. Perhaps the seller was a property manager or real estate investor, and think they know enough to complete a successful sale.
These aren’t unreasonable ideas. Most FSBOs simply don’t understand how hard it will be. Or how unlikely it is that they will be successful.
The most important thing is to help the FSBO, not judge them. Never make them feel stupid. And don’t try to pressure them.
The Best Weapon for Converting FSBOs
Look, FSBOs don’t want to work with you. They made that clear by deciding to list on their own. So pressuring them is likely to backfire. Instead, you need to win them over by offering genuine assistance without obligation. When they’re sick of trying to sell on their own, they’ll contact the agent who earned their trust and respected their boundaries.
And your secret weapon for doing that? A free FSBO Guide. It provides exceptional value for your sellers, builds trust in your expertise, and keeps you top of mind while the sellers work to find a buyer
Whether you create a FSBO Guide on your own or purchase a customizable template on Etsy, your FSBO guide should include:
- A brief introduction to confirm your credentials as a licensed agent.
- An overview of the selling process
- Pre-listing prep info
- Pricing strategy
- Marketing tips
- How to qualify buyers
- Best practices for showings
- How to review offers
- What happens once the home is under contract
- Tips for working with buyer’s agents
- Vendor recommendations
- An invitation to contact you with questions
With your FSBO Guide ready to deploy, let’s look at our FSBO scripts.
FSBO Scripts – First Contact
How you decide to approach FSBOs is up to you. Most agents call (generally a good idea), some agents physically show up at the property (which can appear aggressive), and some agents text (which is working well with today’s FSBOs in most markets). Whichever your preferred method, you can easily adapt these FSBO scripts to fit your workflow.
Opening Contact:
You: Good morning. I have a question about the listing I saw for [address]. Are you the owner?
Seller: Yes, I’m the seller.
You: Great! This is [your name] at [company name]. I was just wondering what you buyer broker agreement rate is.
At this point, if you’re speaking on the phone, you might hear hesitation in the owner’s voice if they’re not sure what this means. If you’re texting with an owner who doesn’t know what a buyer broker agreement rate is, they might simply ask you want you mean or they might actually search the term online rather than admit they don’t know the industry terms.
If the owner doesn’t know what a buyer broker agreement rate is:
You: Sorry, indystry jargon. The buyer broker agreement rate is the fee that you’re willing to pay the buyer’s agent or broker.
If the owner tells you the rate:
You: Fantastic. I’m glad to hear you’re willing to work with buyer’s agents. Would it be okay if I came by to quickly preview the property today? Maybe around 1:30?
Seller: Sure. Do you have a buyer?
Be honest here. There’s a good chance that you do have buyers in your CRM who could be interested in this house. If so, simply confirm: yes, I have buyers looking for a home in your area about the same size as your house. I just like to preview properties so I can confirm that it meets their needs before having them invest the time in coming for a showing. So, I’ll see you at 1:30 then. Looking forward to meeting you!
If you don’t have a buyer in mind: I don’t have a specific buyer for this home yet, but since I get new buyer inquiries every week, I like to stay current on the inventory of homes available for sale. That way I can add value by giving prospective buyers insider information that they can’t get from the listing description. So, I’ll see you at 1:30 then. Looking forward to meeting you!
If the owner doesn’t give a rate, it’s time for some objection handling.
FSBO Scripts for Handling Pre-Viewing Objections
If you get any of these objections, use these scripts to address them, then get back to the general script above to set the appointment.
Why would I pay the buyer’s agent?
Home sellers traditionally pay all real estate agent fees. When you negotiate the commission with your listing agent, they share that commission with the buyer’s agent, typically 50/50. The system is set up this way because buyers typically have so many other expenses between the down payment and closing costs that they can’t afford to pay agents. But we don’t want to leave them without professional representation in a complex real estate purchase. So the industry as a whole decided decades ago that sellers would pay all real estate fees. Does that make sense?
Do I have to pay a fee to the buyer’s agent?
You don’t have to, but it’s usually in your best interest to work with buyer’s agents. If you don’t agree to pay the buyer’s agent, your buyers either have to pay their agent out-of-pocket or complete the transaction without an agent. So buyers have a substantial incentive to choose a traditional listing over your for-sale-by-owner listing. You can see how this puts you at a disadvantage, right?
How much is the buyer broker agreement fee usually?
It’s usually in line with how much the buyer’s agent would earn from selling an agent-represented home. Two to three percent of the sales price is standard in our market.
Do you really need to preview my house before showing it to buyers?
Previewing the homes gives me first-hand knowledge that I can’t get from the listing description. This way I can make sure the house would work for my buyers before I have them make the trip to see the property in person. Plus, the more I know about the property, the better I can promote it.
I absolutely will not be listing my home with an agent, so don’t waste your time.
Got it! You have no intention of listing your home. You’re probably sick to death of agents trying to change your mind! Look, if you ever just need a quick question answered or need some industry advice, without getting a sales pitch, you are welcome to contact me. And, actually, I have a free guide to selling FSBO that I’d be happy to email you. That way, you can get some answers to the most common questions plus insider tips for marketing a home for sale with zero obligation. Would you like me to send you the guide?
FSBO Scripts for the In-Person Meeting
Once you’re face-to-face, you can make conversation with the seller to learn more about their situation. Where are they planning to move to? By when? And why? Spend a little time getting to know the house and complimenting the best features. Then you can move into discussing the seller’s motivation for going FSBO and offering your free FSBO Guide.
Understanding motivation and offering your FSBO Guide
You: Can I ask why you decided to sell on your own?
Seller: [gives their reason]
You: I see. Thanks for sharing that. Have you sold a home before?
Seller: [in most cases, the answer will be no.]
You: You know, I have a FSBO guide I’d be happy to send you. It’s a quick read, under 15 pages, but full of tips on marketing the property, prepping for showings, and qualifying buyers. Is it okay if I email it to you?
What if they have sold a home before? Well, chances are, it was a long time ago or in a different market, or both. You can ask when they sold a home and where, and tailor your FSBO guide offer to their replies.
For example:
You know, I have a FSBO guide full of tips for selling in today’s market. I’d be happy to send you. It’s a quick read, under 15 pages, but you’ll get ideas for marketing the property, prepping for showings, and qualifying buyers. Is it okay if I email it to you?
Following Up With FSBOs
You can contact your FSBOs to make sure they got your guide and see if they have any questions but there’s a stronger way to follow up: providing the contracts and disclosures they’ll need.
Reach out to your FSBOs three to five days after your initial contact. Here’s a script that can easily be adapted for a voicemail or text message.
First FSBO Follow-Up
Hi [owner]. This is [your name] at [company name]. I’ve been keeping your house in mind for my buyers. No one yet, but I was wondering if you have all the contracts and legal disclosures you need. I’m going to be in your area today, and I’d be happy to drop off the most recent versions of all the forms if that’s okay with you.
Once you’re at the house, you can ask about the traffic and feedback. Keep it casual, and end with well, if you need anything at all, you’re always welcome to contact me. You want them to have an open invitation to contact you without pushing your services this early.
Subsequent FSBO Follow-Up
Hi [owner]. This is [your name] at [company name]. I’m just updating my inventory before the weekend rush of buyers. Is your house still available?
This gives you a good reason to follow up weekly until they list!
Save Days of Work By Purchasing a Customizable FSBO Guide!
No time to create a FSBO Guide of your own? No problem! With this affordable template on Etsy, you can be ready to work with FSBOs today!
This guide is 100% customizable so you can create a unique marketing tool in minutes.
Need More Scripts?
Check out The Book of Yes by Kevin Ward for scripts to use in every situation!
