My broker told me, “FSBOs have raised their hands and told you they want to sell—all you have to do is convince them you’re the right person for the job.” And the way to do that is with road-tested for-sale-by-owner scripts. No matter the situation or objection, these for-sale-by-owner scripts will help you feel prepared, confident, and ready to convert.
1. Tom Ferry’s ‘Appointment Setter’ FSBO Script
Rock star real estate agents will tell you that getting in the door is the most important step to a listing. Of course, that’s no easy task, which is why we love this FSBO script from Tom Ferry:
Agent: Hi, I’m looking for the owner of the home for sale. This is {your name} with {your brokerage}. As an area specialist, I aim to know about all the homes for sale in the marketplace for the buyers I’m working with. Do you mind if I ask you a few questions about your property?
Wait for a positive response.
Agent: Excellent! I know the ad in the paper said it had (#) bedrooms and (#) baths. Are the rooms a good size?
Listen to the homeowner’s answers to all of these questions. Be interested.
Agent: How is the kitchen? Listen for their answer. Have the bathrooms been remodeled? Would you tell me about the yard? Tell me about your neighborhood—has it been a nice place for you and your family?
Let them tell you as much about the home as they want.
Agent: Is there anything else that’s important to know?
Agent: Sounds like you have a great home. Why are you selling?
Listen to their reason. You may learn something you want to know.
Agent: Where are you moving?
Agent: How did you decide on that area?
Agent: How much is the new house you’re buying?
Listen to their answer. It may give you clues to help you find their pain point.
Agent: You know, with the current market, what are you doing differently to market your house to stand out? This is where you’re indirectly pointing out that they don’t understand exactly what real estate agents do and how you can help. They will tell you what they’re doing, which probably isn’t much. Don’t tell them what they should be doing instead. Just listen.
Agent: What else?
Agent: So, do you have to sell this home to close on the new one? This is important. If they do need to sell, they will feel more pressure as time passes.
Agent: If you don’t mind me asking, how did you determine your sales price?
Agent: OK, so I have to ask. If there were an advantage to using me as an agent to market your home, and it got you a higher sales price, would you consider it? Let them think on that for a minute. Don’t talk in the silence.
Agent: I know you chose to sell your home on your own for a reason, and I respect that. It also sounds like you’ve got a lot going on and a lot you’re trying to accomplish, and I think I can help.
Agent: How about we get together for 20 minutes or so? We can discuss your goals and whether or not I could help you achieve them. I have some time on {day of the week} or {different day}, which would be better for you?
Set a day and time that works for both of you.
Agent: I look forward to meeting with you on {day and time}. Thanks again, and have a great day!
Why ‘Appointment Setter’ Works
Every question in this script is seller-focused. Tom asks about the seller’s property and their needs and desires. This FSBO script works because people love talking about themselves. Plus, the conversation naturally leads to highly valuable information about the market you could leverage with a buyer, even if this listing doesn’t work out.
If you don’t like driving around town looking for signs or scouring Craigslist and Facebook Marketplace, consider an FSBO lead service like Vulcan7. Vulcan7 provides valuable FSBO lead contact information like names, phone numbers, and email addresses. They also offer expired listing leads, preforeclosure leads, and a fantastic neighborhood prospecting tool that is a true level-up for anyone who does geographic prospecting or real estate farming.
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15 Clever Real Estate Prospecting Ideas to Boost Your GCI
2. David Hill’s ‘We’re Trying to Save Some Money’ FSBO Script
Most FSBO sellers use the do-it-yourself approach for one reason: saving money. Check out what David Hill does to help negate this concern.
Agent: Hello, this is {your name} calling from {your brokerage}. I noticed you have a house for sale in my coverage area. Is it still available?
Wait for a response.
Agent: Great, are you cooperating with real estate agents? Most homeowners will have a negative response to this question.
Agent: OK, I know the area well and wonder how much you’re asking for the house.
Wait for their answer.
Agent: Great! If I had a buyer who would be a fit, would that be helpful for you?
Wait for a positive response.
Agent: Great. I’d like to schedule a time to come by and look at the house to see if it would work for any of our clients. I’d also like to share what we do to help for-sale-by-owners like yourself. Do you have time this afternoon, or would tomorrow work better?
Homeowner: Negative pushback. Ex: You know, I don’t want to work with an agent. If you have someone serious, you can send them by, but I’m not looking to sit down for a sales pitch with an agent.
Agent: Sure, I can appreciate that. Let me ask you: Why did you decide to sell your house without hiring a professional agent?
Wait for their response.
Agent: Yeah, I can understand that completely. Interestingly, 90% of the for-sale-by-owners I speak with tell me the same thing. But if I could show you how I could net you the same or possibly even more money by using our services, would that be something you’d be open to?
Listen to their response. Don’t talk in the silence.
Agent: So, what is the main reason for your sale?
Listen to their response and reply accordingly.
Agent: And, when will you need to be in {new location}?
Listen to their response. That’s their timeline.
Agent: Gotcha, so the clock’s ticking for you. And if the house doesn’t sell in {#} days, what’s your plan B?
Listen to their answer. They may not be prepared for their home not to sell.
Agent: Oh, yeah, I’d hate to have that happen to you. If I could sell the house, have you break even, and get it done before you have to move, would that be a win for you?
Wait for their affirmative response.
Agent: OK, perfect. Why don’t we meet? I’d love to see if I can do that for you. I’ll be 100 percent honest with you. If I can do it, I’ll let you know. If I can’t, I’ll tell you that as well. How does that sound?
Listen for a positive response.
Agent: Awesome, I appreciate that. Does {day and time} or {day and time} work better for you? Perfect! I’ll see you then!
Why ‘We’re Trying to Save Money’ Works
Hill’s script is effective because it creates camaraderie with the seller, identifies their needs, and commiserates with their pain points. Hill seals the deal by admitting he may be unable to help them. This openness is based on human psychology and creates a desire to have what’s been “taken away.”
3. Kyle Handy’s ‘Reverse Selling’ FSBO Script
Kyle Handy takes a no-nonsense approach to steering the conversation with FSBO sellers to productive and thoughtful places. This script is great if you’re in a competitive market where many agents are pursuing FSBOs.
Agent: Hi, this is {your name}. I’m a Realtor here in {your community/city}. How are you?
Wait for a response.
Agent: I saw that your house just went up for sale. I know you’re selling it on your own, but I wanted to see if you’d be open to working with a buyer’s agent if they can bring you a fully qualified buyer.
Wait for a response.
Agent: OK, great! Have you already moved, or are you still living in the home?
Wait for a response.
Agent: OK, got it. So, where are you off to when the home sells?
Wait for a response.
Agent: How cool! And with the current market, you’ll probably have no issues selling on your own. But if you’re unable to sell for some reason, you’ll probably not be looking at other options for at least a few weeks. Is that right?
Listen to their response. They may need a backup plan to move forward. Respond accordingly.
Agent: Well, I’d like to stop by one day this week to take a quick look—either before or after I head to work. What usually works better for you—mornings or evenings?
Agent: OK, I’ll tentatively put you on my calendar for {day and time}. If I need to change that, I’ll give you a call. Fair enough?
Wait for them to respond affirmatively.
Agent: Perfect! I’ll send you a quick email with my resume and contact information. What’s a good email address for you?
Be ready to write down their contact information.
Agent: Got it! I’ll send that email and plan to see the home quickly {day and time}. Thanks so much!
Why ‘Reverse Selling’ Works
Kyle’s script uses a bit of reverse psychology to let your FSBO seller know that you’re not on the phone with them to change their minds but to understand what’s motivating them. This FSBO script works because your offer to help identifies you as an ally—and that relationship is far more likely to turn you into their agent down the road.
4. Mike Ferry’s ‘Describe Your Perfect Agent’ FSBO Script
We all know that Tom Ferry is a powerhouse, but did you know his father, Mike Ferry, has been a successful real estate coach for over 40 years? Mike’s inventive script gets your prospect to describe what they’re looking for in the agent they didn’t even know they wanted.
Agent: Hi, I’m looking for the owner of {address}. Am I speaking to them?
Wait for a response.
Agent: My name is {your name} with {your brokerage}. Do you have just a second to answer a couple of questions about the sale of your home?
Wait for an affirmative response.
Agent: First, I’m curious: if you sold this home, where would you go next?
Wait for the homeowner to respond to each question before asking the next one.
Agent: That’s exciting! How soon do you have to be there?
Agent: Fantastic! How would you rate your motivation to move on a scale of 1 to 10?
Agent: Good for you! What methods are you currently using to market your home?
Agent: That’s great! How did you determine your sales price?
Agent: Fantastic! Are you prepared to adjust your price downward when working with a buyer?
Agent: Why did you decide to sell it yourself rather than list with a real estate agent?
Agent: Makes perfect sense. If you were to list with an agent, who would you list with?
Agent: Fantastic! How did you pick that agent?
Agent: Good for you! If you were to list with an agent, what would you expect the agent to do to get your home sold?
Agent: How long will you take to consider interviewing the right agent for selling your home?
Agent: Excellent! What must happen before you consider hiring a powerful agent like myself for the job?
Agent: Tell you what: How about we schedule a date for me to chat with you about your home after {future date}? If you sell it before then, great! If not, let’s talk about what I can do for you. How does that sound?
Why ‘Describe Your Perfect Agent’ Works
Ask an FSBO seller if they want an agent, and they will say no. But ask them to describe what they want in an agent, and you have a roadmap to get hired. This FSBO script works because it creates an opportunity in the seller’s mind. They were closed off to hiring an agent, but now they feel they have some control over the process. Even if it doesn’t immediately result in a listing appointment, it gets a date on the calendar.
5. Breakthrough Broker’s Transparent FSBO Script
In my experience, FSBOs typically have a nose for BS, so if you’re not being honest about why you’re contacting them, they can probably sniff it out. To quickly build trust with FSBO sellers, try this authentic approach from Breakthrough Broker. It’s simple, straightforward, and effective.
Agent: Hello {seller’s name}. My name is {your name}, I’m a local Realtor, and I absolutely love selling homes. I am calling to introduce myself and, in full transparency, say that I want to sell your home. Obviously, if you can sell it yourself, it would be great—you would save money on commissions and possibly bring home more of your equity.
Agent: But if you run into any obstacles, questions, or problems dealing with a buyer who may have a lot of experience in real estate, you may want the expert advice of a Realtor. And I would love to be that person. Here is my information. Give the home seller your contact information.
Agent: Is now a bad time to ask you a few questions about your home?
Agent: Have you made any awesome upgrades throughout the years?
Agent: What do you love most about living in the home?
Agent: What is the best thing you can say about the neighborhood? Get your homeowner talking about the home to build rapport and establish trust.
Agent: Do you mind if I keep in touch with you? I have learned many lessons over the years in selling homes. If you want, I can send you emails over the next few weeks to share some of them. I think some could help you. No catch, just some good strategies.
Agent: If you need anything or have any questions, you can always reach out to me.
Why Transparent FSBO Script Works
This interaction immediately establishes trust between you and the FSBO seller, putting him at ease. Most agents will try to win an appointment by any means necessary, possibly telling half-truths to get it done. Is it any wonder why FSBOs go on the defensive at the first hint of the word “Realtor?” When you use a completely transparent script, not hiding your intentions, the person on the receiving end is much more open to hearing you out.
Pro Tip
Finish up with a handwritten thank-you note with your business card included. Then, set your FSBO up on an email campaign that’s designed to give them some great tips for handling their transaction. Share your favorite vendors, like lenders, home inspectors, plumbers, etc., that you know they’ll need.
6. Fit Small Business’ ‘Older FSBO’ Script
Sometimes, an FSBO listing will sit and become stale on the market, which presents a unique set of challenges for the seller and opportunities for the agent. Check out this Fit Small Business FSBO script explicitly designed for properties that have languished on the market for a while:
Agent: Hi there, I’m {your name} from {your brokerage}, and I noticed your home for sale in the neighborhood. Are you the homeowner?
Agent: I know you’ve likely had agents calling, so I want to take up only a little of your time, but I noticed it’s been on the market for {approximate time on the market}.
Agent: When are you planning on moving?
Agent: Where are you heading?
Respond nicely or ask a few more questions about their plans.
Agent: I was calling to ask if you were open to working with buyer’s agents. Wait for a positive response.
If they are uninterested or have decided not to sell, thank them for their time and move on to the next prospect.
Agent: Can I come by to take a look at your property to see if it is right for some buyers I have in the area?
Agent: Is there a time you’d be open to showing me around your home and me sharing some information in case you can’t get it sold on your own?
Why ‘Older FSBO’ Works
Many FSBO sellers have yet to learn how long it should take to sell a property, make a price adjustment, or begin considering other options. This script works because it lets the seller know there is help available. This conversation lays out your professionalism and knowledge without being pushy or salesy, which allows the seller to see your value.
7. Agent Mastermind’s ‘I’ve Got a Buyer’ FSBO Script
If you’re an agent with a lot of buyers, you need a few for sale by owner scripts that get you in the door of FSBO homes, otherwise known as near-exclusive listings unknown to the rest of the market. This short-and-sweet buyer’s agent script from Agent Mastermind should always be in your back pocket.
Agent: Hello, may I please speak to the owner of the home for sale at {address}?
Agent: I understand you’re selling your home on your own, and I’m not trying to interfere with that. I was just wondering, are you cooperating with buyer’s agents?
Agent: Let me clarify that. When I say “cooperating,” I mean that if I am working with a buyer who makes an offer, are you willing to pay the buyer’s agent commission?
Listen for them to make an affirmative response.
Agent: OK, that sounds great! Can you tell me a little bit about your home?
Agent: That sounds really nice.
Agent: I’ve got a couple of buyers right now that I think would be interested. Is there a time I could come by and take a look at the property before bringing my clients through?
Why ‘I’ve Got a Buyer’ Works
This FSBO script works because it does a great job of communicating in a non-threatening way while sounding serious and professional. Remember, your FSBO prospects may not know real estate agent lingo, so when you use a term like “cooperating,” make sure you can explain it in layperson’s terms.
Pro Tip
A word of advice: Never use the “I’ve Got Buyers” script if you don’t actually have buyers. Misrepresenting yourself will only damage your relationship with an FSBO seller, making them think you’re bringing buyers to see the home. It’s better to be transparent than to damage your reputation and look unprofessional.
8. Breakthrough Broker’s ‘Choose Your Own Adventure’ FSBO Script
The Breakthrough Broker takes for sale by owner scripts to the next level, using a flowchart so you can alter your approach midstream if necessary. This script gives you the confidence to pivot if the conversation doesn’t go as planned.
Agent: Hello, I’m calling about the home for sale at {property address}. Is it still available?
NO
If the house is under contract, you can end the call or ask them if they accept backup offers. If they are accepting backup offers and your clients are interested in a backup position, you can follow the script.
YES
Agent: OK, my name is {your name} with {your brokerage}, and my prequalified clients, {client names}, asked if I would mind calling you because they think they might be interested in your home. Is it available for viewing?
NO
If they tell you they do not want to work with any agents, you can ask them why or say, “I assume you don’t want to work with an agent so you can avoid paying a commission?” If they answer yes, reply, “If I could structure the deal so your proceeds after closing were not affected by my commission, is that something you would consider?” If they answer yes or maybe, then continue with the script.
YES w/Conditions
If they have conditions, such as the buyer will have to pay your commission, let the seller know that you will inform your clients. Stay away from negotiating anything before your clients have seen the home. Those things can be addressed if they are interested.
YES
Agent: Fantastic! After {client names} have seen the home, would you be comfortable having me be involved in the transaction if they are interested?
YES
Set a time and date to view the property.
ANYTHING OTHER THAN YES
Return to the second “no” response.
Why the ‘Choose Your Own Adventure’ FSBO Script Works
You can practice your script all you want, but what happens when the seller says no? This script will help any agent pivot when faced with objections. It works because the flowchart gives you a ready answer to get past that first no, which is often the toughest roadblock for real estate agents to overcome.
9. Real Tactics Pro’s ‘Meeting a Seller In-person’ FSBO Script
Many FSBO scripts are about securing an in-person meeting. If you’re already face-to-face, you’ve won half the battle. This script, created by Real Tactics Pro experts, asks the right questions to learn why they’ve listed FSBO and their pain points. Once you learn their motivation, you can tailor your pitch to their needs.
Assume a conversation with a friend, acquaintance, or someone next to you in line naturally comes to real estate:
Seller: You’re a real estate agent? We just listed our home for sale.
Agent: Really? Tell me about your property! I might have a buyer.
Seller: We listed ourselves for {list price}. Let them tell you about the features and amenities of their home.
Agent: That sounds lovely! How’s it been going, listing it yourself?
Listen to their answers. You’ll hear cues that their expectations and reality aren’t meeting.
Agent: Tell me more about that.
Let them talk about their disappointments.
Agent: What made you want to list it yourself?
They will eventually mention saving money on commission for an agent. Wait for it.
Agent: That makes sense. Let me ask you this: If saving money is your main motivation for selling by owner, what if we could work out a deal where you’re netting the same as if you didn’t have to pay commission? Would you be interested in someone taking all that work off your hands?
Wait for a positive response.
Agent: Great! Can I come by {day and time} to see the place and talk numbers?
Seller: That works for me!
Why the ‘Meeting a Seller In-person’ FSBO Script Works
This FSBO script works because you keep the conversation casual and ask questions, which builds rapport. You become more of a friend and ally than a salesperson hawking a service. The discussion sets you up to make a pitch to solve their problems and get your foot in the door.
10. My FSBO Script for a Flyer or Postcard
I penned a script to use on a flyer or postcard that will not only advertise your services but also reveal the risks involved in selling on one’s own.
What would it be like to sell your home and lose $55,000 in the process?
Believe it or not, many homeowners lose thousands of dollars when they sell independently. The truth is, selling your home without a Realtor could cause huge losses, like in the scenario I just described.
I recently helped some homeowners, just like you, sell their homes for over the asking price in your neighborhood. My clients ended up with multiple offers and got to choose which offer they liked best.
I’d love to talk to you and learn how I can help you get the same results.
Coffee on me.
{your name and contact info}
Why the Flier FSBO Script Works
According to a recent survey from Clever, 20% of FSBO sellers feel like the buyer got the better end of the deal—this concerned warning and offer to help strikes just the right chord. I’m especially partial to the “coffee on me” bit. It’s a great way to set up that first in-person meeting—who doesn’t want a free cup of coffee?
Top 23 Real Estate Postcard Templates That Actually Generate Leads (+ Design Guide)
Tips & Tools for Using Your FSBO Scripts Effectively
Now that you’ve got your scripts for FSBOs, here are some helpful hints for using them effectively.
- Rehearse your FSBO scripts: Find another real estate agent (not a friend or spouse) with whom you can role-play. You want to practice with someone familiar with the sorts of objections you’ll encounter to get comfortable moving the conversation forward, even in the face of “no.”
- Choose the best time to call: A study by Lead Response Management suggests that the best time to reach people is between 4 and 6 p.m. However, remember that FSBOs expect frequent calls about their homes. The best time to prospect FSBO homes is when you feel prepared and confident and can regularly set aside time.
- Double your efforts with text messaging: Sure, getting a seller on the phone is always better. But if they don’t answer when you call, text them right after that. Don’t even bother with a voicemail—just text them instead. And if you think scripts are great in person or over the phone, they’re just as effective in text messaging. You can start with a script like this:
Text: Hi, my name is {your name}, and I just tried calling you about your home on {address of home}. I’m a Realtor with {your brokerage}. Is it still for sale?
Wait for their text response. When they respond affirmatively, text them again…
Text: Great! I was calling because I work with many clients in your area, and the inventory on the market, especially in your price point and neighborhood, is extremely low. I like to stay current with everything available to my clients, not just what’s listed in the MLS. I was hoping I could schedule a time to preview your home to see it in person, take some notes, and potentially match it to a buyer. Do you have availability when I can stop by today or tomorrow?
Set the appointment.
I set so many appointments by simply texting FSBOs that it became a steady source of listings. This technique also works if you’re afraid of getting on the phone. Set appointments using only text messages until you build enough courage to pick up the phone.
- Send an FSBO prospecting letter: Increase your exposure to FSBOs you want to convert with an FSBO letter. I often used these to get my face in front of the FSBOs I was targeting. I attempted to contact them multiple times via phone but also sent these letters out. The idea is to leverage the added exposure to increase my appointments. After seeing my face and reading my letters and text messages, they would eventually answer when I called.
- Use an auto-dialer: When you have a list of 50 phone numbers you are working with, it’s incredible how much time you spend physically dialing and waiting. An auto-dialer like Vulcan7’s can up your calls per hour by more than 400% by dialing multiple numbers simultaneously, only connecting you to those who pick up.
- Get a dedicated business phone number: Carrying multiple phones is unrealistic and a recipe for mix-ups. Instead, consider a simple virtual phone system like Grasshopper, which provides you with a second phone number for your phone so you can keep business and personal calls separate. You can make calls, send texts, record custom greetings, set up extensions, and even receive inbound faxes.
FAQs
You’ve got your FSBO scripts and some tips and tools to use them effectively. But before you get started making calls, here are some answers to the most common questions about converting for-sale-by-owner sellers.
7 Proven Real Estate Cold Calling Scripts for Fearless Lead Gen
What is the best FSBO service?
There are lots of places where you can pay for FSBO leads. Vulcan7 is our favorite because it organizes and prioritizes leads, provides property information, and even has a built-in dialer to power up your attack on a long call list.
[Related article: How to Convert Leads With Bad Phone Numbers (+ Email Scripts)]
Where can I get free FSBO leads?
My favorite place to find FSBOs is actually on Zillow. You can pull up Zillow and search by FSBO right on the site. Map out the area and hit the road, or use the phone numbers in the listing to contact homeowners.
You can also visit the FSBO websites, which are designed specifically for homeowners listing their properties. Check out sites like:
There are plenty of companies out there that also list FSBO homes on local MLS sites for a fee. So, if all else fails, or you want to boost your FSBO pool, check your local listings for some FSBOs. Some realty companies that provide flat fee listings for FSBOs include:
Check your local area for real estate companies that also provide these services. If you learn which ones do this for FSBOs, they can become a sweet source for homesellers you can pitch your services to.
[Related article: How to Get Real Estate Leads From Craigslist That Actually Convert]
What is the typical FSBO lead conversion rate?
According to the National Association of Realtors, 89% of listings close with a Realtor. Of course, the conversion rates in your market will vary, and just because 9 out of 10 FSBO sellers get involved with a real estate agent doesn’t mean they’ll get involved with you.
The thing to remember is that sellers are humans. They need to make connections, build trust, and actually like you to want to do business with you. So, reaching out to an FSBO one time will not win you a listing. You should lead with value, offer to send some valuable tips, and continue to have conversations with your FSBO sellers. It takes several touches before an FSBO seller builds enough trust to work with you.
Honestly, the conversion rate for FSBOs is low—they’re difficult to turn, take a pretty substantial time investment, and you must have thick skin. They’re tough and can squash the weak-hearted pretty quickly. But when you get the hang of connecting with FSBOs and leading with tons of value, you can earn the trust of many FSBOs and build an entire book of business.
How do you handle seller objections?
Most sellers will respond to your call with some kind of objection. Knowing a seller’s main objections, you can deftly pivot your argument.
Here is a compilation of the most common objections according to a survey conducted by Zillow. Knowing what kinds of reasons someone might want to do for-sale-by-owner is half the battle in convincing them that you can solve their problems.
[Related article: How to Anticipate & Overcome Emotional Seller Objections]
Are FSBO leads harder to convert during a seller’s market?
Yes, but not at the levels you’d think. Remember, the problem most FSBO sellers face isn’t a lack of demand in the market at large—it’s a lack of exposure and sales strategy.
Listing agents who can demonstrate their value to sellers regarding how they’d position a home to get the highest and best offer in the shortest time will win listings, regardless of whether they’re operating in a buyer or seller’s market.
Bringing It All Together
Cold calling is already intimidating and frustrating. And without an FSBO script to help, you could be setting yourself up for failure. Take these FSBO scripts, tweak them to make them your own, and start practicing them.
But more importantly, remember that FSBOs are simply people who don’t know they need your help yet. Be kind and patient. Listen with empathy and offer value. Pretty soon, you’ll be converting FSBOs into listings.
Have any tips or questions? Leave a comment below!
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