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With expired listings, for-sale-by-owners (FSBOs) are one of the traditional sources for hot real estate listing leads.
FSBOs have already signaled their desire to sell their home. And thanks to some headwinds for FSBO sellers, it’s more than likely that you can contribute once you persuade them (or they persuade themselves) that they should list with an agent.
Sometimes, it is simply giving value to that owner so that you are the agent they are prepared to work with when they decide to list their home.
Cold-calling FSBO leads to intimidation. You need the right attitude, persistence, consistency, and an excellent real estate FSBO script!
Kevin Ward is probably already on your radar. He is a very successful real estate coach and creates lots of YouTube content on his channel and podcast. He also is the author of The Book of YES: The Ultimate Real Estate Agent Conversation Guide.
Below is his FSBO script, which includes many qualifying questions and strongly reinforces the dialog by positively acknowledging the seller’s responses.
Hi, I’m calling about your house for-sale-by-owner. Are you the owner?
Tom Ferry, son (and competitor) of legendary coach Mike Ferry, has carved out ample space for himself in the coaching industry. And his scripts are legendary (“tom ferry scripts” is searched on Google approximately 1000 times a month).
The below script is from his free script book to help you get to the listing appointment.
Hi, I’m looking for the owner of the home for sale. This is (name) with (company). As an area specialist, my goal is to know about all the homes for sale in the market place for the buyers I’m working with. Do you mind if I ask you a few questions about your property? Excellent!
Borino is a coach with a prolific YouTube channel and training that focuses on prospecting. His script is slightly different in that he frames it as a home preview tour, which makes for a faster convo and a softer sell.
Then, when at home in person, he can develop rapport, trust, and a relationship with the homeowner.
His script includes using the person’s name a lot, which is a key selling technique (people are hard-wired to pay attention when they hear their name).
He has the cleverly named FSBOrino.com course for sale with materials for working FSBO leads.
Hey, is this [NAME]?
Real Estate Uncensored with Greg McDaniel and Matt Johnson is a popular podcast that you should be following! They often focus on lead generation and prospecting topics like FSBOs and expireds.
Here they are interviewing Brandon Mulrenin (more on him below) about his own prospecting and FSBO strategies.
Vulcan7 is a list and dialer. Like other dialers, they often have good resources on how to make the most of their product with scripts and training. Below is such an example, an interview with Jeanne Sommer.
Pat Hiban is one of the oldest real estate podcasts, and his shows talk about every topic under the real estate sun. FSBOs are no exception.
Below is such an episode in which they go into FSBO techniques and best practices.
“You’re like the 5th or 6th agent who has called, and we’re only interested if you have a buyer”. Have you heard that?
Bryan Casella has a bunch of live calls you can look through on YouTube, for FSBOs and expireds alike.
Brandon Mulrenin is a Realtor in Troy, Michigan.
Ricky Carruth, author of Zero to Diamond, has an entire hour of live FSBO calls you can check out here to get a feel for the pace and scripts.
Chastin J Miles is another Dallas agent with a sizable YouTube following. His has several playlists oriented around marketing and lead generation advice.
There are a variety of dialers out there, from beginner-friendly REDX, rapid-fire Mojo, a simple dialing Chrome extension in Kixie, or the pricier but well-regarded pro systems of Espresso Agent or Vulcan7.
I wrote a list of these best dialers to go look through if you are prepared to make that jump.
Espresso Agent and Vulcan7 in particular are known for their FSBO lists to call. Landvoice is another service that provides FSBO lists albeit not dialers.
I hope this has been a start in the right direction for your FSBO seller prospecting! FSBOs are a plentiful and cheap way to get started in this business. There is a lot of competition, but with practice, confidence, and scripts, you can go far!