Real estate professionals are constantly looking for higher-converting, lower-cost opportunities. One of the most overlooked sources of listing inventory? FSBOs — For Sale By Owner properties. These homeowners believe (or hope) they can handle the sale themselves. But beneath the surface is a prime opportunity: Highly motivated sellers who need help more than they realize. The key is approaching them with empathy, strategy, and a system that delivers real value.
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Why FSBOs are worth your time in 2025
FSBOs may seem resistant to agent representation, but they’re often motivated by economics, not ego. Yet, according to industry benchmarks, FSBO homes sell for significantly less on average than those represented by an agent. Most sellers don’t realize that until after weeks of little traffic, low offers, or legal confusion.
That’s where you come in, not as a salesperson, but as a strategic advisor.
With 39.8% of agents citing lead generation as their top challenge in 2025 and 44.4% investing in digital marketing to spur their efforts, FSBOs offer a direct path to listings without heavy ad spend. In fact, some argue that FSBO actually stands for “fastest source of business out there.” These sellers are already telling you they want to move. They just need to be shown a better way.
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Understand the mindset behind FSBOs
If expired listings are about disappointment, FSBOs are about control. These sellers are often trying to:
- Save money on commissions
- Avoid what they perceive as bureaucracy
- Leverage online tools that make it appear easy to do it themselves
- Stay in control of the process
This doesn’t mean they don’t value professional support; they’re just skeptical of its cost or necessity.
What they need is someone who listens before lecturing. Someone who can demonstrate value in concrete, respectful ways. Most FSBOs start confident in how easy FSBO seems, but end up overwhelmed and probably leave money on the table. Your job is to reach them before frustration sets in or to be their lifeline once it does.
As with expireds, empathy is essential. FSBOs may not say it, but hope the right agent will appear, someone who “gets” them, not pressures them.
Step 1: Build your FSBO prospecting engine
FSBOs market themselves, which makes your job easier. Use sites like Zillow, Craigslist, and Facebook Marketplace to track new listings. Set up alerts or use FSBO lead services to aggregate this data.
Next, create a contact log and automate your outreach sequence. This should include:
- First-touch email or call
- Follow-up value offer (e.g., CMA, guide)
- Scheduled check-ins
- Targeted mailers or retargeted ads
Step 2: Start the conversation without the hard sell
If you’re the type of agent who cringes at the idea of using a script, you’re not alone, but don’t dismiss them too quickly. A good script isn’t about sounding robotic; it’s about having a confident, proven structure to fall back on in high-stakes moments. Scripts help you avoid rambling, lead with empathy, and stay focused on the seller’s concerns, especially when nerves or objections throw you off balance.
As top producer Ben Belack says, “Agents say they don’t want to make calls because they don’t know what to say. When you know what you’re going to say, you don’t feel salesy. You feel like an advisor.”
FSBO outreach requires finesse. Your goal isn’t to “get the listing” on the first call. Your goal is to start a conversation that creates trust. Here are a few scripts that do just that.
Initial Call Script:
Hi, is this {name}? I saw you’re selling your home yourself — that’s no small task, so kudos for taking it on. I’m a local real estate advisor, and while I’m not calling to pitch you, I do work with homeowners in situations like yours. Would you be open to a quick chat about some strategies I’ve seen work well, even for FSBOs?
Drop-by Script (if local):
Hi {name}, I live and work in the area and noticed your sign. I just wanted to drop off this quick guide that I give to local sellers. No pitch — just some strategies I’ve seen help people in your position. Let me know if you ever want to compare notes or have questions.
Step 3: Offer real value early and often
Once contact is made, follow up with something the seller can use. A custom CMA, a net sheet breakdown, or a checklist of common FSBO pitfalls shows you’re focused on helping, not hustling.
Here’s a sample email you can send after a call:
Hi {name},
Thanks again for the quick conversation. I pulled together a quick pricing analysis and some nearby comps — thought it might help as you navigate next steps. If you’d ever like to walk through it or talk about buyer psychology in this market, I’m happy to be a resource.
Best,
{your name}
Handling objections: what FSBOs really mean and how to respond
FSBO sellers often have a surface-level objection that reflects a deeper concern. Here’s how to respond with empathy and expertise, not pressure.
“I want to save on commission.”
Start by validating their intention. Then share this:
That makes total sense — it’s a big number. But what many sellers don’t realize is that homes sold with an agent typically sell for significantly more. Between professional marketing, negotiation skills, and access to prequalified buyers, agents often more than make up for the commission. In fact, many FSBO sellers end up netting less than those who partner with a full-service agent.
“It seems easy to do it myself with online tools.”
Acknowledge the tools, then offer context:
There are great platforms out there — but they only handle a fraction of the process. From vetting offers, navigating inspections, negotiating repairs, and avoiding legal risk in contracts, there’s a lot that happens behind the scenes. My role is to protect your time, money, and peace of mind while getting you the best possible result.
“I want to stay in control.”
Reframe your role:
Absolutely — and you should. My job isn’t to take over. It’s to give you more control by offering options, insights, and a strategy. I handle the details so you can focus on decisions. At the end of the day, every call is yours — I just make sure it’s the smartest one.
Step 4: Follow up with consistency
Most FSBOs don’t convert on the first or second touch. But they do convert, especially if their home hasn’t sold in 3–4 weeks. In fact, you could offer a deal: If they haven’t sold in 30 or 60 days, you could be their plan B.
Use your CRM to schedule check-ins, send market updates, and offer new insights. If the property eventually expires, you’ll be first in line for the listing.
Consider incorporating video to build trust. With 38% of agents planning to invest in video in 2025 and its proven ROI, personalized video messages set you apart and humanize your outreach.
Turn “no thanks” into “when can we start?”
Working FSBOs is about patience, positioning, and professionalism. These sellers don’t need to be convinced — they need to be guided. If you approach them as a resource, not a rival, the conversion will take care of itself.
And in a market where inventory is scarce and competition is intensifying, FSBOs are a smart, targeted source of high-quality listing leads if you’re willing to put in the time and meet them where they are.
Let Luxury Presence help you win the listings others miss
Luxury Presence serves over 60,000 agents and more than 13,000 real estate businesses — including 127 of the top-producing professionals in the nation, as ranked by RealTrends. Whether you’re building FSBO campaigns, redesigning your seller funnels, or scaling your listing pitch, we have the tools and strategy to help you close more, faster.
Book your free strategy session with Luxury Presence today.
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