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Want to learn how to list FSBOs (For Sale by Owner)?
Most agents avoid FSBOs because they hate the awkwardness. You call, they sigh, you hang up wondering why you didn’t become a dog walker. But those homeowners already want to sell, so you’re not convincing someone to move, only to let you help.
The pool is shrinking, though. NAR’s 2025 Profile of Home Buyers and Sellers found FSBOs were just 5% of home sales, a record low, and 91% of sellers used an agent. Fewer FSBOs means every one of them is getting calls, so we need to be the agent who sounds different.
Below are the strategies, the FSBO scripts (word for word), and a FSBO prospecting letter you can adapt. The follow-up framework comes from Hoss Pratt, who teaches “List 28 FSBOs in 28 Days.”
We’ll Cover:
- What You Should Offer to Get a FSBO Listing
- FSBO Scripts
- FSBO Propecting Letter
- How to Find For Sale By Owner Properties
- Frequently Asked Questions
3 Things You MUST Do to Get FSBO Listings
- Provide value. Give them something useful before you ask for anything.
- Present a solution. They don’t care how many homes you’ve sold. They want to know exactly how you’ll solve their problem.
- Produce results. If you can say “I sold [X] homes last year at [XX]% of list price in [XX] days,” that gets attention.
Provide Value (Before You Ask for the Listing)
Hoss’s rule of thumb is to connect with an FSBO about seven times over 90 days. That doesn’t mean seven phone calls. At least half should hand them something useful:
- A mailed or dropped-off seller guide (Hoss uses one called “90 Things You Can’t Afford to Neglect When Selling Your Home”)
- A custom CMA showing what comparable homes actually sold for
- A handwritten note with a local vendor list (stagers, photographers, handymen)
- Short, free reports on staging, showing prep and the renovations that pay off
- A quick personal video walking through their pricing. Send it by mail or with a QR code on a note, rather than a cold text.
5 Word-for-Word FSBO Scripts
Swap in your own voice. These work because they’re short, calm and never argue.
1. The first call
“Hi [Name], this is [Agent] with [Brokerage]. I saw your home on [Street] is for sale by owner. I’m not calling to talk you out of it. I work with buyers in [neighborhood], and I wanted to ask: are you open to cooperating with buyers’ agents?”
2. “I don’t want to pay a commission.”
“That makes sense. Nobody wants to pay more than they have to. Can I ask what you’d like to net from the sale? If I can’t get you at least that amount after my fee, then we shouldn’t work together, and I’ll tell you so.”
3. “Will I still have to pay the buyer’s agent?”
This is the question that’s new since the 2024 settlement. Compensation offers no longer appear on the MLS, but sellers can still offer them in negotiation, and many do because it widens the buyer pool.
“Great question, because the rules changed. Buyer-agent compensation isn’t advertised on the MLS anymore, but it’s still negotiable. Let me show you how it works, what other sellers around here are offering, and how to decide what makes sense for you.”
4. “I’ll give it a few more weeks on my own.”
“Totally fair. Can I send you a free pricing report so you can see how your home compares to what’s sold nearby? No strings. And if it’s still on the market in a few weeks, I’ll check back in.”
5. “I’m tired of all the agents calling.”
“I’m sure you are. I’ll keep this short: I’m not going to pitch you. I’d just like to be the one agent who sends you something useful. May I drop off a seller’s guide?”
A Simple FSBO Prospecting Letter
Hi [Name],
I noticed your home at [Address] is for sale. I’m not writing to talk you out of selling it yourself. I’m writing because selling a home is a lot of work, and I’d like to help whichever way you choose.
Enclosed is a free report on recent sales near you. If you’d like a second pair of eyes on pricing, showing prep or what to say when buyers’ agents call, I’m happy to help.
[Name, phone, brokerage]
Be Sure to Offer Solutions
If you’d be listing their home, show them what they get that they can’t easily replicate:
- Your marketing plan (the specifics: photography, video, social and agent outreach). Our guide to the must-have items in your listing presentation shows what to bring.
- Your Coming Soon strategy. Check your MLS rules first, and make it more than a sign in the yard.
- Pricing backed by real comps, and a plan for the pricing conversation with sellers who won’t budge
- Negotiation help and a plan for buyer-agent compensation
- Your X-factor: what makes you different from the other agents who have been calling for two weeks
So How Do You FIND FSBOs?
- Drive your farm area. You’ll likely pass a few each week.
- Subscribe to a data service like RedX, which delivers FSBO leads daily.
- Search Zillow’s for-sale-by-owner listings.
- Check Facebook Marketplace and Nextdoor.
- Ask your sphere: “Do you know anyone selling on their own?”
FSBOs are just one of many places listings come from. See our full list of 10 ways to find listings to round out your plan.
Before You Pick Up the Phone: Compliance
Calling or texting a property owner to offer your listing services generally counts as telemarketing under federal rules. That means scrubbing numbers against the National Do Not Call Registry, honoring opt-outs, and being careful with texts, which need consent. Handwritten notes, letters and door knocks are the safest touches. Rules shift, so run your process by your broker or a compliance resource. This isn’t legal advice.
FSBO Marketing: FAQs
Can real estate agents call FSBOs?
Yes, but scrub against the Do Not Call list first, and follow your state’s rules.
What should you say to an FSBO who doesn’t want an agent?
Don’t argue. Offer something useful (a pricing report or seller guide) and stay in touch.
How many times should you follow up with a FSBO?
Hoss Pratt recommends about seven touches over 90 days, mixing contacts with items of value. Personally, I recommend at least three touches, unless the owner of the home specificially asked you not to contact them again.
Do FSBO sellers still have to pay the buyer’s agent?
No one is required to. Since the 2024 NAR settlement, buyer-agent compensation can’t be advertised on the MLS, but sellers can still offer it in negotiation, and many do to attract more buyers. If a buyer’s agent wants to be paid by the seller, expect them to ask for a written agreement before showing the home.
How is a FSBO different from an expired listing?
A FSBO has never worked with an agent on this sale, so your job is to show them the value of one. An expired listing already tried an agent and didn’t sell, so they’re usually frustrated and want to hear what you’d do differently. The scripts are different, so don’t swap one for the other.
Can you text a FSBO?
Be careful. Texting to solicit a listing falls under telemarketing rules, and texts generally require consent. Letters, handwritten notes, door knocks and manually dialed, scrubbed calls are the safer way to make first contact. Check with your broker before building a text campaign.
Once you win the appointment, our listing appointment questions and answers will help you close it.
Editor’s note: This article was created by Kerry Lucasse, Founder of BBA and Team Leader / Realtor at eXp Realty. Information deemed reliable but is subject to change.
About Building Better Agents
At Building Better Agents, we are dedicated to helping agents build successful real estate careers. We help agents develop a plan, build a database, and work smarter to uncover the keys to success as a real estate agent. Whether you love prospecting or prefer to attract clients, we help you find a plan that fits.
For more information, please contact us today!
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