Real estate agents often target owners who want to sell their homes on their own for lead generation. The owners who list their property without taking the help of any real estate agents are known as For Sale By Owner (FSBO) leads.
As a real estate agent, when you see FSBO listings, you can reach out to the owners and ask if they need help. It is because selling is not all about displaying a property with complete details, but it is also about marketing and negotiation. By sharing your professional expertise, you can start a conversation with them and then set an appointment with them.
When cold calling homeowners of FSBO listings, remember that you shouldn’t push them to take your service. But your goal should be to establish a rapport, understand their situation, and then move your conversation forward.
So that if your prospects need help, you become their first choice, and using that opportunity, you can schedule an appointment.
What Is an FSBO Cold Calling Script?
An FSBO cold calling script is a format or structure of conversation that real estate agents use to contact homeowners who want to sell their property without any agent’s assistance. Sales professionals prefer cold calling because it allows them to establish direct contact with the decision-makers, and it is also a very cost-effective channel for lead generation.
So your script shouldn’t be focused on making a sale but on starting a natural conversation with prospects, understanding their concern, and identifying the opportunities to offer assistance.
A strong FSBO cold calling script typically includes the following:
- A friendly introduction
- Confirmation that the homeowner is selling the property
- Questions about their selling experience
- A helpful value statement
- A simple next step, such as scheduling a consultation
Here are examples that can help you understand how to write the above sections:
A Friendly Introduction
Start with a warm greeting and say, “How did you notice that property is listed for sale?”
Example: “Hi, I am {{Your Name}} from {{Your Company}}. I saw your property listed for sale on {{Location/Website/Online Directory}}.”
Confirm the Selling Intent
Check to confirm whether the owner actually listed his or her property for sale.
Example: “So as I see it, you are trying to sell your property on your own, right?”
Ask Their Selling Experience
Ask questions about their selling experience to identify how to offer your assistance for selling.
Example: “May I ask if you have any previous experience in selling properties?”
Create a Strong Value Statement
Show them how they can benefit from taking your help so that they stay open-minded about your offer. A value proposition or statement often determines the success rate of your cold calls. Additionally, you need to check for symptoms that suggest your value propositions are not strong enough while creating them.
Example: “I understand many sellers want to avoid commission. The truth is, homes listed with agents usually sell for more. So even after commission, you can walk away with more in hand.”
The Next Step
End your conversation with an offer to schedule a meeting or with how they can reach out to you if they need assistance.
Example: “Would you be open to a quick 15‑minute meeting to see how I could help you get a better offer?”
FSBO Cold Calling Script
An FSBO cold calling script is used by real estate agents to have conversations with people who want to sell their house or property without professional assistance. An FSBO cold calling script helps structure the conversation so you can identify opportunities and build rapport with prospects.
It can be very useful for moving a lead into your outbound funnel by establishing contact and offering expert insights as an industry professional.
Here is an example cold script that helped us book 87 qualified appointments in 9 months for one of our real estate clients.
Script Area
Rep: Hi, this is {{Your Name}} calling from {{Company Name}}. I help homeowners in your area sell their properties by offering tips and guidance. How are you today?
Seller: I’m doing well.
Rep: Great! I noticed this property at {{Property Address or Area}} listed for sale by the owner. Are you the owner of the property?
Seller: Yes.
Rep: Perfect. I’m calling because I work with buyers who are actively looking for homes in this area, and I was curious how the selling process has been going for you so far.
Seller: It is going very well.
Rep: That makes sense. Many FSBO sellers I speak with start that way to see if they can find a buyer on their own.
Just out of curiosity, have you received many inquiries or showings yet?
Seller: Yes.
Rep: Got it. One thing we often help FSBO sellers with is expanding the marketing exposure so more qualified buyers see the property.
Even if you continue selling on your own, we sometimes share insights on pricing, buyer demand, and marketing strategies.
Would it be helpful if we scheduled a quick conversation so I can share what homes in your area are currently selling for?
Seller: Maybe.
Rep: Great. Are you available tomorrow morning around 10, or would 12 work better?
Seller: I think if you schedule it around 10 or 10:30, it’d be perfect for me.
Why this script works
- It starts with a polite greeting and asks qualifying questions about the selling intent and ownership of the property.
- Shows genuine interest in the owner’s experience and asks a question to build rapport with the prospects.
- It includes a strong value proposition that, even if the owner is selling on their own, the agent can share insights on pricing, buying demand, and marketing strategies.
- Give a specific time for scheduling appointments so it becomes easy for the prospect to accept the invitation.
When to use this script
Use this script when calling FSBO listings from platforms such as Zillow, Craigslist, Facebook Marketplace, or local property listing websites.
Common FSBO Objections (And What to Say)
Real estate agents often come across some common objections when they approach an FSBO seller. So they must know how to overcome those objections to successfully book an appointment with the prospects.
“I want to try selling it myself.”
Response:
“That makes complete sense. Many homeowners start that. But may I ask what your plan is if you don’t get a buyer in the next 30 days? We can help you connect with some buyers in your area to speed up the selling process of your house. Are you considering additional marketing options?”
“We’re not interested in working with an agent.”
Response:
“That’s totally fine. Many homeowners feel more comfortable selling on their own. Just out of curiosity, would you mind telling me why you aren’t interested in selling with an agent? Do you know that 80% of real estate transactions come from referrals? So if you consider taking our assistance, we can help you expand your network of buyers.”
“We already have buyers contacting us.”
Response:
“That’s great to hear. So what about the progress so far? Property owners often get many buyers who show interest but then don’t proceed during the financial and investigation phases. We can help you if you experience such situations or want to sell your house at a much better price.”
“We’re trying to avoid paying commission.”
Response:
“That totally makes sense to me. Most people want to keep all the money they get from selling. But actually, they are not concerned about paying commission. It is about the net amount they can make from the sale.
The homeowner who sells their house with the help of agents often gets to close a deal at a much higher price than an FSBO listing. Would you consider selling with an agent if you can walk away with more money even after paying commission?”
Why Cold Calling Works for FSBO Sellers
Cold calling is one of the best lead generation channels that gives real estate agents the opportunity to establish a real-time connection with homeowners, understand their common concerns, and offer professional help. The owners who want to sell their properties on their own often change their decision when they encounter the following challenges:
Limited Marketing Exposure
Listing property on websites like Zillow, Craigslist, or Facebook can help homeowners generate leads for selling their property. However, they give a seller very limited exposure, but the real estate agents working in the area often stay connected to the wide networks of buyers looking for properties.
Difficulty Finding Qualified Buyers
Listing a property and generating leads for selling that property is not difficult for FSBO sellers. But many homeowners struggle to manage qualified buyers from those leads since they don’t know lead qualification. They search for a professional real estate agent who can help them after trying for a while.
Pricing the Home Correctly
Homeowners who try to sell their property without an agent often can’t set a price for their house correctly. They often worry about setting the asking price for their home. Selling less than the market average can cause them a loss. On the other hand, asking a higher price can make it difficult for them to sell their property within their expected timeline.
Negotiating Offers
FSBO owners can have difficulties in price negotiation and handling pressure to sell at a lower price.
Managing Paperwork and Contract
Preparing legal documents and contracts for selling properties can be stressful for many homeowners, especially if they don’t have any previous experience of selling properties.
Tips for Converting FSBO Sellers Into Listings
FSBO sellers can agree to list their property with your help if you approach them in the right way. Here are some tips you need to follow:
Focus on Helping, Not Selling
FSBO sellers often worry that they will be pushed for a listing when real estate agents call them. So when you cold call FSBO sellers, you must have a mindset of helping them. Try to understand their concerns and offer useful insights about pricing, market trends, and strategies. It will help you to earn their trust.
Ask Questions About Their Experience
Asking questions to homeowners about how their selling process is going can help you identify how to offer value to them. It can also help you to keep the conversation engaging and moving forward:
Here are some examples:
- How many showings have you had so far?
- Do you have any previous experience in selling?
- Have you received any offers yet?
- How did you determine the asking price?
Follow Up Consistently
Many homeowners eventually consider taking help from an agent after several weeks of trying to sell their own. By doing regular follow-up, you can make sure that you are the first agent they think of when they look for professional help.
Stay Professional and Respectful
Some homeowners don’t like to work with an agent, and they will eventually refuse, no matter how much you try to help them. Be respectful to those leads and their decisions. It will help you to build a good impression as an agent.
Final Thoughts
Cold calling FSBO sellers can be a good way to generate listing opportunities for real estate agents. It is essential to remember that these homeowners want to avoid selling with agents for some reasons. So if you become too pushy to generate your listing opportunities, they will be even more resistant to you.
Therefore, your main focus should be helping them and showing the benefits you can add if they decide to sell with your assistance. A structured cold calling script can help you build that conversation and overcome their common objections.
