5 Effective FSBO Scripts

In this article:

• Why is using a script for calling FSBO leads a good idea?
• What makes people decide to sell on their own?
• FSBO script 1: Set an appointment
• FSBO script 2: Handling objections 
• FSBO script 3: Sellers trying to save money
• FSBO script 4: Sellers already have a buyer
• FSBO script 5: Following up
• Tips for using FSBO scripts effectively

A for-sale-by-owner (FSBO) lead is a seller who's in the process of selling their home without a listing agent. However, according to the Zillow Group Consumer Housing Trends Report 2018, of all the sellers who go the FSBO route, only 10% complete the sale process without engaging an agent — which means the vast majority of FSBO leads will end up working with an agent for at least part of the process. As a local real estate expert, you can help them close the sale in the right time frame and at a competitive price.

Why is using a script for calling FSBO leads a good idea?

For-sale-by-owner scripts can help save time, keep you focused and make it easier to persuade sellers to use you as an agent. Just like other real estate scripts, FSBO scripts are a great starting point to ensure a good first impression and nurture your leads.

What makes people decide to sell on their own?

We’ve found that many sellers who attempt to sell or successfully sell their homes themselves are inclined to do so because they believe it will save money (46% cite this among their top three reasons) and time (according to 33%). 

Agents can win over these sellers with the right value. "FSBOs are a great source of business for agents who can show and provide value to these sellers. Remember to listen more than you speak, seeking out their pain points and the reasoning behind their initial desire to go at it alone."

Looking for FSBO scripts that help? Here are five scripts to help you through the lead conversion process.

FSBO script 1: Set an appointment

When you pick up the phone to call FSBO leads, the ultimate goal is to get a listing appointment. Knowing how to introduce yourself and keep the conversation going in a way that demonstrates your expertise — while avoiding a hard sell — can help you get closer to that goal.

FSBO script 2: Handling objections

Want to try to convince a seller to list with you? Show them you're the agent they didn't even know they needed. If you start hearing "no," consider using this FSBO objection script to try to sway the conversation back in your favor. 

FSBO script 3: Sellers trying to save money

We found that 50% of sellers say maximizing profit is the most important goal, so it's easy to see why many try to sell on their own. Homeowners may end up losing money on a sale if they go with an agent, so be empathetic when talking about commissions and consider showing examples of times when you've negotiated on a seller's behalf to get a higher sale price.

This script for calling FSBO leads addresses the seller's concerns and demonstrates an effective approach for an agent to take.

How to address questions about the Zestimate®

Many FSBO sellers use the Zestimate to price their homes. And while it's becoming more and more accurate, it's a good idea to let the seller know that the Zestimate is a starting point but not something that takes the place of a formal appraisal. You can look at their property to come up with the most competitive listing price.

FSBO script 4: Sellers already have a buyer

Many times, a seller may choose to sell on their own because they have already found a buyer. In this case, let them know about all the additional value you can provide through the entire selling process. Many sellers may start feeling overwhelmed with the amount of paperwork involved, and with the right FSBO call script you may end up being hired to assist with the process. 

FSBO script 5: Following up

Following up with FSBO leads is a good way try to win them over. Hopefully, they're receptive to a follow-up phone call. If they aren't, ask if you can send an email with some current market reports (consider writing a FSBO email script to use in these instances).

You can use the Zillow Premier Agent CRM tool to set tasks, reminders and custom notes — and even receive mobile notifications.

Here is a FSBO follow-up script you can use after your initial conversation.

Tips for using FSBO scripts effectively

Even the best FSBO scripts can be ineffective if you're not prepared and confident. Here are a few tips to make sure you're maximizing your chances with each FSBO lead.

Rehearse your FSBO scripts before calling. The conversation won't always play out how you practiced, but it's important to make a good first impression and understand when you need to make a course correction.

Call in the evenings. On weekdays, 4-6 p.m. is typically a good time to reach someone. Avoid calling before 9 a.m. or after 8 p.m., and  it's best to to be respectful by avoiding Sundays and holidays.

Display genuine interest. Listen to what they have to say. Why did they decide to sell their home themselves? How can you help?

Respect their decisions. If they decline your services, don't make a follow-up call. But do leave your contact information in case they decide to list with an agent in the future.

Show them how you can help. Bring up other FSBO leads you've helped or other sales where you've gone above and beyond for the seller.  

Prospecting a neighborhood doesn't always have to be about making cold calls. Bret Calltharp has found that sometimes an in-person visit can be more effective: "If someone has a FSBO sign in their yard, dropping by with a current market report can be a nice touch as opposed to cold calling."

Looking for more ways to increase your business? Zillow Premier Agent partners have access to new leads, powerful technology, and exclusive client data to help grow their business faster.