How Realtors Can Support FSBO Sellers (And Why It Pays to Build Relationships)
“Are you selling your home without an agent?” Every realtor has heard that phrase uttered by a determined FSBO seller at least once. Many homeowners think they can do it all alone. Some want to save on commission fees, some think they know their home better than anyone else. The process, however, is often more complicated than you would expect, as realtors know.
In this article, we’ll talk about why homeowners choose to go the FSBO route, what common challenges they face, and how real estate agents can position themselves as valuable allies even if the FSBO seller is not ready to commit just yet. If you approach patiently and have a little empathy, you can turn FSBO leads into loyal clients or referrals down the road.
Why Homeowners Choose FSBO (And What You Can Do About It)
For many homeowners, FSBO is a simple, low-cost way to skip the realtor. And they will often think, “I can put a sign in the yard, post my home on a few websites, and handle a few calls, how hard can it be?”
What You Can Do:
- Listen First: Most FSBO sellers have strong opinions about why they don’t need an agent. An important part of building trust is listening patiently — without jumping in to “correct” them.
- Educate with Empathy: Tell your side of the home selling story, with some non-pushy insights on the home selling process, such as the benefits of market knowledge, negotiation experience, or access to a wider buyer pool. Instead of dwelling on what they might “do wrong,” celebrate what realtors do well.
- Offer Free Tools or Tips: A free home valuation, a pricing guide, or even a few staging tips can show value and let the seller know that you’re a resource, not a salesperson.
The Common Challenges FSBO Sellers Face (And How Realtors Can Help)
It’s not as easy as it sounds to sell a home. FSBO sellers won’t be prepared for everything — from accurately pricing the home to navigating legal paperwork. Here are some common pain points:
- Pricing: One of the biggest problems that many FSBO sellers face is setting a competitive price, tending to either overestimate or undervalue their home.
- Marketing: This is because, without the MLS, FSBO listings don’t get as much visibility.
- Negotiation Skills: FSBO sellers can find negotiating with buyers (and their agents) intimidating and emotional.
What You Can Do:
- Position Yourself as a Problem-Solver: When talking to FSBO leads, bring up these common problems in a gentle way. An example would be, ‘Some FSBO sellers find negotiations more difficult than they expected.’ If you ever need a hand with that, I’m here.”
- Educate on Market Dynamics: Without pushing for the listing, help them understand the local market trends. A gentle reminder about how competitive pricing works can show your own knowledge.
- Suggest Solutions Without Sales Pressure: Instead of pushing your services, give general advice. For instance, “Open houses help many sellers attract buyers.” Feel free to reach out if you’d like tips on setting one up.”
The Cost of FSBO: What Most Sellers Don’t Realize
While it seems like selling a home without an agent will save you money upfront, it can actually cost more in the long run. FSBO properties sell for less and the seller must do all the legwork: pricing, staging, marketing, showing, negotiating.
What You Can Do:
- Share Case Studies: If you have FSBO listings that you took over later, share those stories. Stats are great, but real-life scenarios resonate more.
- Offer a Cost Comparison: Offer FSBO leads a quick breakdown of the average costs, time investment, and potential earnings lost by selling on their own.
- Subtly Plant Seeds: Something like, ‘Many FSBO sellers believe that if there have been several weeks of minimal buyer interest, it’s time to reach out.’ If you tell them, “I’m just here to help anytime,” they’ll know you’re there if they need you.
Building Relationships with FSBO Leads
Going FSBO can be delicate; they’ve already decided to do it alone so pushing too hard for their business right away can be a bad idea. Instead, begin building a relationship first. A positive interaction could result in future referrals even if they don’t hire you.
What You Can Do:
- Provide Value Consistently: Periodically share useful resources—market updates, home selling tips, or a friendly check-in without any pressure, and you’ll be on their radar, showing that you’re genuinely there to help.
- Be Patient and Stay Available: Some FSBO sellers are desperate to try it alone at first, but if they have a hard time, they’ll change their mind. It’s not all lost. A little patience and an open line of communication will go a long way.
- Position Yourself as an Ally, Not a Competitor: Tell them you respect their choice and you are only there if they need a hand. In a friendly tone, you can say something like, “Hey, just checking in to see how you’re doing with the sale.” The relationship stays warm without any pressure and keeps you in the loop.
Converting FSBO Leads into Referrals
Even if FSBO sellers don’t become your clients right away, they can still become great sources of referrals if you leave a good impression. FSBO sellers who are happy are more likely to recommend you to friends or family in the future, if you respect their decision and are helpful but not pushy.
What You Can Do:
- Ask for Referrals When the Time is Right: If the FSBO lead sells on their own and you built up a good relationship with them, don’t be afraid to ask if they’d refer you to other people. Something casual like, “I’m glad everything worked out with your sale!” I’d love it if you kept me in mind for friends who might need a realtor at some point.”
- Stay in Touch: Keep them on a light follow-up schedule after their sale. Friendly updates or market insights once in a while can help you stay on their mind. Feel free to use our real estate agent follow-up email templates as an example of the types of emails you could send to stay in touch with potential or past clients.
- Create a Referral Program: If you can, you may want to offer an incentive to get referrals from your FSBO clients. A small gesture, like a gift card or a discount on future service, can motivate these folks to spread the word for you.
Conclusion
Working with FSBO clients is hard, but a relationship-focused approach can be a way for real estate agents to open doors. Not every FSBO lead will immediately become a client, but by providing value, being patient, and positioning yourself as a helpful resource you can grow an FSBO seller network that trusts you and who either become clients or refer you in the future.
You can even create entire clickfunnels to attract FSBO leads, as they may lead you to many other clients in the future. Taka look at our detailed article on clickfunnels for real estate agents on how you can set this up, and how it can transform your marketing efforts.
Next time you hear, “I’m selling my home without an agent,” think of it as an opportunity. Hopefully, with a bit of empathy, patience, and a smidgen of resourcefulness, you’ll be able to make an FSBO experience into something memorable, and maybe even a client for life.