We are diving deep into FSBO leads and going over our favorite FSBO scripts for converting these leads into clients. FSBO leads can be really lucrative if you know how to talk to them. Our approach is all about showing your value to FSBO leads and converting them through personal interaction.

Adding Value

Every relationship that Realtors build adds value to their community and clients. The best agents are the ones that look at every client and ask themselves how they can help each client. This desire to help clients applies to FSBO leads, too. FSBO leads convert when you show them your value as a Realtor and your desire to help.

Most FSBO leads have already been hounded by other agents. When first approaching a FSBO lead, it should be as a Realtor who wants to help them sell their home. This is exactly what they need, even if the FSBO lead hasn’t realized it, yet.

Our free FSBO scripts detail how each interaction can demonstrate the value that you add as a listing agent to any real estate transaction. Each scripted FSBO conversation is designed to highlight the value Realtors offer, without the lead even realizing it. For more on FSBO leads, including some free places to find them, check out our article on The #1 Secret to Converting FSBO Leads.

Note: Most FSBO leads will convert before making it through all of these scripts. This may because FSBO sellers may be open to speaking with Realtors, have not had much traffic for their listing, or have a terrible track record of making it to the closing table.

First Point of Contact
(Added Value: Professional Network and Lead Generation)

Whenever possible, approach the FSBO lead first in person, at their home.

*ring the doorbell*

“Hi, I’m [insert name], a real estate broker/agent with [broker name]. I noticed your home for sale and I was wondering if I could bring clients by or share information about your listing with some of the other agents I work with.”

The lead will answer usually answer with a positive response.

“Well, I am on my way to a listing appointment now, but I would love to take a look at your home sometime. It would help me to get a feel of the property for my clients. Here is my contact information. Is there another time I could stop by to see the property?”

*give FSBO lead business card*

First Point of Contact: Remote
(Added Value: Professional Network and Lead Generation)

If you have tried making contact and cannot catch the FSBO lead in person, try calling and speaking on the phone.

“Hi, I’m [insert name], a real estate broker/agent with [broker name]. I noticed your home for sale and was wondering if I could bring clients by or share information about your listing with some of the other agents I work with.”

Again, the FSBO lead will usually answer with a positive response.

“Do you have any marketing materials I could pick up?”

If the seller answers “yes”:

“What would be a good time to pick them up? I would love to see your home too, to get a feel for the listing.”

If the seller answers “no”:

“That’s okay. Would I be able to come and see your home sometime to get a feel for the listing?”

Again, the answer is usually going to be yes.

Second Point of Contact
(Value Added: Marketing)

You should have an appointment to see the home and get marketing materials at this point.

*Ring the doorbell*

“Hi [insert FSBO lead name], thanks for letting me see your home!”

*go on tour and compliment home*

“Wow, you have such a great home. I bet if you had a listing photographer like [Insert industry photographer’s name] take photos it would put it over the top. Do you have a website for your home that I could show my clients?”

Most leads will not know what you mean or answer “no.”

“Oh, that’s okay. If you want, I can put together a website for your property. It’s free. Let me know if that is something you would be interested in. I also have an extra sign rider in my trunk if you want it. I am actually heading out to a closing, but I really appreciate you showing me the property. If you plan on an open house, can you shoot me an email? It’s on my card.”

*give homeowner your business card*

“Thanks again for showing me your home, it is such a great property!”

If the homeowner wants a listing website, ask them to email you at the email address on your card so you can get it set up. A free account like Single Property Sites can set it up in seconds. It uses the pre-existing information from a listing and sets itself up automatically while you grab a coffee.

Third Point of Contact: Email
(Value Added: Legal Expertise)

Many times showing your marketing value during the tour will make the FSBO seller yours. The numbers don’t lie, FSBO sellers need to convert to a Realtor at some point and many of them actually may be looking for a Realtor. Don’t be surprised if the FSBO client approaches you at this point to make you their Realtor.

However, if they don’t, showing your legal expertise comes next. This can easily be done via email. You should have their email address from the listing materials you got earlier or from their online listing. Your email should look like this:

“Hi [fsbo lead name],
Thanks for letting me come tour your home last week. I was just closing on a home near your neighborhood this morning and thought of you. I didn’t know if you had gone over a closing contract yet, so I thought I would send one over as an attachment. They are a little lengthy, so it is really helpful to get familiarized ahead of time. Anyway, I was just thinking of you and wondering if you have a time picked out for an upcoming open house. I would love to let my clients know.

Thanks,
[Realtor name]”

Be sure to put a received receipt on it, so you know it was delivered and read.

Third Point of Contact: Phone Call
(Value Added: Legal Expertise)

If you do not get a response to the email, call the phone number on the FSBO lead’s marketing materials or on their listing.

“Hi [FSBO lead name],
I tried sending over an email last week. Is the correct address: [FSBO lead’s email]?”

“Oh, thanks. I will try resending it right now. Great, it says it went through. Do you have an open house coming up?”

If the answer is “yes”:

“Okay, I will be sure to let my clients know. Thanks again!”

If the answer is “no”:

“Oh, that’s okay, I will let you know if I have any clients that might be a good fit. Thanks again!”

Fourth Point of Contact: Email
(Value Added: Market Knowledge)

The fourth point of contact can be sent via email as well, usually about a week to a week and a half after the contract email.

“Hi [FSBO lead name],
I just saw this market report for [upcoming season] and you can check it out: [insert link]. I know you are really wanting to sell, so I thought I would send it over. Let me know if you ever want to get together to talk it over, sometime.

Thanks again,
[Realtor name]”

By now, the FSBO lead should see that you have vastly more lead generating, marketing, legal, and market prowess then they do as well as a professional network. Not only that, but instead of trying to strong arm them like most agents, you have embraced their independence. And, you have added value by actually trying to help do what they want to do: sell their home. Most FSBO leads will become clients before this last step.

If they haven’t already signed with you, they will. The numbers don’t lie, FSBO sales rarely succeed without an inside buyer. Once the FSBO lead knows this, they will choose the agent that cared about them, their home, and tried to help them… not the ones that only gave them a call to try and persuade them. FSBO clients convert from relationships, not from cold calls.

By building a relationship with FSBO leads that demonstrate your value, it is easy to win them over.

If lead needs time to mature, you can easily set them up on an automated email CRM correspondence for every 2-3 months. The check-in should look like this:

“Hi [FSBO lead],
I just wanted to circle back and see how the sale of your home was going. Please let me know if you have any upcoming open houses or if I can help in any way. I hope you are having a great week.

Thanks again,
[Realtor name]”

Closing

Fsbo leads will convert when you show them your value as a Realtor and your desire to help. By showing your value through your professional network, lead generating abilities, marketing skills, legal/contract knowledge, negotiating skills, and market knowledge, FSBO leads are won over. And even if the FSBO lead is not ready to sign immediately, they will eventually choose the Realtor that built a valuable relationship with them over a bunch of agents trying to persuade them.