Stop Trying to Convince FSBO Sellers They're Wrong

A better approach to turning For Sale By Owner sellers into future clients

The minute a homeowner puts up a For Sale By Owner sign, the calls from real estate agents often begin.

“Are you interested in listing with an agent?”

“How long are you going to try selling it yourself?”

“Can I show you what I can do for you?”

The problem is that the seller probably knows exactly why you're calling. And if you're the tenth agent to contact them that week, chances are they've already stopped listening.

Many agents approach a FSBO as a listing they need to win. A better approach is to see a homeowner you first need to understand.

Find Out Why They're Selling on Their Own

It's easy to assume every FSBO seller is trying to avoid paying a commission. For some, that's certainly part of the motivation, but it may not be the entire story.

Some homeowners want more control over the process. Others have successfully sold property themselves before. Some believe their home will be easy to sell, while others may have had a disappointing experience with an agent.

Before explaining why they need you, find out why they decided to try selling without you.

Ask questions and listen to the answers.

If a seller tells you their previous agent rarely communicated, don't give them a speech about your communication skills. Demonstrate them.

If they felt pressured by another agent, don't pressure them.

Their previous experience may be telling you exactly what you'll need to do differently to earn their trust.

Be Helpful Before Asking for the Listing

FSBO sellers may receive calls from multiple agents, so one of the easiest ways to stand out is surprisingly simple: be useful.

Offer something the homeowner can actually use.

Provide recent comparable sales, information about competing properties, a seller preparation checklist, an overview of the inspection and appraisal process, or general information about what happens between contract and closing.

You don't need to overwhelm the homeowner with information. One or two genuinely useful resources may be enough to establish yourself as someone worth remembering.

You're helping the seller while quietly demonstrating your knowledge and professionalism.

Ask Better Questions

Instead of immediately launching into a listing presentation, start a conversation.

Ask:

How has the response been so far?

Are you getting many showings?

How are you determining whether prospective buyers are financially qualified?

Have you received any offers?

What's been the most difficult part of selling the property yourself?

And perhaps most importantly:

What will you do if the property hasn't sold within the timeframe you're hoping for?

That question isn't threatening. It simply helps you understand whether the homeowner has a Plan B.

Someday, you may become that plan.

Let the Market Talk About Price

Pricing can be one of the fastest ways to lose a FSBO seller's attention.

Walking into someone's home and announcing that it's overpriced probably isn't going to build much of a relationship.

Instead, provide information.

Show the seller what comparable properties have sold for, what's currently competing with the home, how long similar properties are taking to sell, and whether nearby listings have required price reductions.

Let the market tell the story.

A homeowner may disagree with your opinion, but it's much harder to argue with a well-prepared collection of relevant market data.

Eventually, the Process May Demonstrate Your Value

Selling a home can appear relatively straightforward until you're actually responsible for every part of it.

Then come the showing requests, cancellations, no-shows, unqualified buyers, offers, inspections, repair negotiations, appraisal, financing, title work, deadlines and closing.

The seller may handle everything successfully.

But they may also reach a point where managing the process becomes more complicated or time-consuming than expected.

That's when the relationship you've built becomes important.

If a seller tells you they're frustrated, don't respond with some version of, “I told you so.”

Ask, “How can I help?”

Follow Up Without Becoming a Nuisance

There's a fine line between consistent follow-up and becoming the number a homeowner stops answering.

Don't repeatedly call just to ask whether they're ready to list.

Have a reason to contact them.

Maybe another property in the neighborhood sold. Perhaps inventory has changed. You might have updated market information that could be useful.

Even a simple, “I wanted to see how things were going and whether you've run into any questions I can help with,” can keep the relationship alive without turning every conversation into a sales pitch.

Don't Forget the Buyer Opportunity

Agents can become so focused on getting the FSBO listing that they overlook an important question:

Where is the seller going next?

A homeowner may be completely committed to selling their current property independently but perfectly willing to work with an agent when purchasing another home.

That FSBO seller could become a buyer, future listing client or referral source even if you never list the property currently sitting in front of you.

Think beyond the sign in the yard.

Play the Long Game

Some FSBO sellers will successfully sell their homes without an agent. That's reality.

Others will eventually decide they want professional representation.

When that happens, they're unlikely to choose an agent simply because that person called them the most.

They're more likely to remember the Realtor® who respected their decision, provided useful information, answered questions, stayed in touch without becoming annoying and demonstrated professional value without constantly asking for something in return.

Working with FSBO sellers isn't about proving that homeowners can't sell a property without you.

It's about demonstrating why the transaction may be easier and less stressful with the right professional beside them.

Do that well, and when a FSBO seller finally decides it's time to call a Realtor®, you may not have to convince them whom to call.

They already know.