How to win over unrepresented sellers

January 11 2018

Contrary to popular belief, for-sale-by-owner (FSBO) leads are often the hottest prospects a real estate agent can pursue. They want to sell their homes, and they need your help, even if they're not quite ready to admit it. In fact, 89 percent of sellers end up working with a real estate agent. Why shouldn't it be you?

Finding FSBO Leads
Here's where it gets tricky. Since most of these sellers have convinced themselves they don't need an agent, they're not likely to respond to traditional advertising. That said, it doesn't hurt to build your own FSBO funnel using paid social media ads and landing pages with dedicated email capture forms. You can also post ads on Craigslist and other sites that cater to the real estate audience.

Your best bet? Keep your eyes open. FSBO yard signs are probably the best way to find leads in your area. But you don't have to do it alone. Use your network. Enlist friends and family. If anyone sees a sign, have them take a quick photo and send you a text. Now you have a lead.

Approaching FSBO Leads
FSBO sellers have done their research. They think they know enough to tackle the market without an agent -- and without paying a commission. Sales pitches won't change their minds. Instead of pushing them to list with you, focus on building a relationship.

Ask to see the property so you can recommend it to potential buyers. Let them know about other listings in the area. Ask if they'd be interested in receiving market updates. By saying yes, they'll be giving you permission to contact them regularly, demonstrate your expertise and earn their trust. When they finally decide they need a helping hand, you're the agent they'll call.