If you’ve been in the real estate game long enough, you’ve seen the “For Sale By Owner” sign pop up more often lately—and it’s not your imagination. FSBOs (pronounced fizz-bows) are on the rise. More and more homeowners are deciding to sell without the help of a real estate agent, believing they can save money and handle things themselves. And thanks to technology, online listing platforms, and endless YouTube tutorials, they can—sort of.
But here’s the thing: most FSBOs still need a real estate agent eventually. The process gets overwhelming, mistakes happen, and many of them end up hiring an agent after the fact—often after costing themselves money, time, and stress.
That’s where you come in. We’re breaking down why FSBOs are increasing, what’s really going through a DIY seller’s mind, and most importantly—how to win them over without coming across as pushy or condescending.
Why FSBOs Are On the Rise
There’s no denying it—sellers are getting more confident. Here’s why:
1. Commission Headlines Are Making Waves
With all the attention around commissions lately (especially after the National Association of Realtors’ legal settlements), more sellers are questioning whether they can list without an agent and skip the fees entirely. FSBOs see it as a direct way to “save” 3%–6% right off the top.
2. Increasing Exposure To Tech Makes DIY Look Easy
Platforms like Zillow, Facebook Marketplace, Redfin, and even Craigslist make it seem like anyone can slap a few photos online and sell their home. There’s also a rise in flat-fee MLS services, giving sellers the illusion of exposure without an agent.
3. Hot Markets Are Boosting Seller Confidence
In fast-moving markets, FSBOs feel like they’re in control. If homes are flying off the shelves, why pay an agent when they can sell quickly on their own?
4. There’s A Lot More Mistrust in the Industry Right Now
Let’s be honest: some sellers have had bad experiences with agents, and those scars run deep. FSBOs often stem from a desire to stay in control of the transaction—and keep their money in their pocket.
What FSBO Sellers Are Thinking
If you want to connect with FSBOs, you have to understand their mindset:
- “I don’t want to pay a commission.”
- “I know my house better than any agent.”
- “Selling is easy—I just need to put it online.”
- “Agents are overpaid and underdeliver.”
- “I’ve sold things before. This can’t be that hard.”
They’re not necessarily wrong for trying. It’s the follow-through that’s usually flawed. Your job is to respect their desire for independence while quietly educating them on what they’re missing.
Why FSBOs Often Fail to Sell (And How You Can Help)
1. Poor Pricing
Most FSBOs overprice their home based on emotion or “what Zillow says.” They lack access to accurate comps and don’t understand market nuances.
Your Move: Offer a free, no-pressure pricing analysis. Frame it like, “Hey, I know you’re going FSBO, but if you’d like a custom value estimate based on actual MLS comps—not just algorithms—I’d be happy to send one over.”
2. Lack of Exposure
Just posting to Facebook or Zillow isn’t enough. They miss out on MLS syndication, agent networks, email blasts, and targeted ads.
Your Move: Explain the true reach of a professional listing. Share stats: “Homes listed on the MLS sell 17% faster and for up to 10% more than FSBOs, on average.”
3. Legal & Liability Risks
FSBOs often don’t know what disclosures are required or how to protect themselves with contracts and contingencies.
Your Move: Educate kindly. “Just a heads up—if a buyer later finds something undisclosed, you could be liable. I can help with the paperwork and disclosures even if you still want to manage showings.”
4. Emotional Involvement
Sellers get offended by low offers or critical feedback. They’re too close to the property to negotiate effectively.
Your Move: Emphasize your objectivity. “Sometimes just having a middle person makes things smoother emotionally. I’m here if you need someone to help with negotiation when you get an offer.”
How to Identify FSBO Opportunities
You don’t need to chase every FSBO, but some are definitely worth pursuing. Look for signs of:
- Poor photos or descriptions on Zillow/Redfin/FSBO.com
- Listings that have been sitting for 3+ weeks
- Handwritten signs on the front lawn
- Homes relisted multiple times
- Sellers asking too much (or too little)
Use tools like Zillow’s FSBO search filters or drive around your market for handwritten signs—these are often signals that someone’s overwhelmed and could use help.
Best Ways to Reach Out to FSBO Sellers (Without Being Annoying)
1. Send a Helpful Mailer
Don’t go in with “Let me list your house.” Instead, offer something useful:
- Free pricing reports
- FSBO checklist
- A simple “Top 5 Things FSBOs Forget to Do” postcard
Make it casual, informative, and not overly salesy.
2. Friendly Follow-Up Call or Text
If you find an FSBO listing with a phone number, follow up with the following:
“Hey there, I saw your FSBO listing—looks like a great place. I work with a lot of buyers in this area. Would you mind if I sent your info to a couple of them?”
You’re offering value, not demanding a listing.
3. Door Knock with Value
If you’re comfortable door-knocking, bring a one-page “FSBO Success Kit” with tips, legal reminders, and a few eye-catching stats. Just be genuine:
“I’m not here to list your home—just thought you’d find this useful. Let me know if anything changes.”
Turning “No” Into “Maybe” (and Then “Yes”)
The key with FSBOs is the long game. Many fail within 3–6 weeks and end up hiring an agent anyway. Stay in touch gently. You can:
- Add them to your CRM and send value-packed emails
- Follow up every 2–3 weeks with updated comps
- Check-in with a “How’s it going?” text
- Offer to help review any offers they get
Over time, they’ll realize they need you—and if you’ve been respectful and helpful (not salesy), you’ll be the first person they call.
FSBO-Friendly Scripts That Actually Work
Need help breaking the ice? Try these:
Phone Script
“Hi [Name], I saw your home listed for sale by owner on [Platform]. It looks great! I work with a few buyers looking in that area—can I send them your way if it seems like a match? No strings attached.”
Email Script
Subject: Quick Help for FSBO Sellers in [Your City]
Hi [Name],
I noticed you’re selling your home on your own—kudos! It’s not easy, but it is totally doable with the right tools. I’ve put together a quick guide for FSBO sellers that includes pricing tips, legal reminders, and negotiation do’s and don’ts. Want me to send it your way?
Either way—best of luck, and let me know if you need anything!
– [Your Name]
Don’t Take FSBO Rejection Personally
It’s easy to get frustrated when you know you could help an FSBO seller, but they won’t listen. Keep in mind:
- Most FSBOs aren’t rejecting you—they’re rejecting what they think you represent: high fees, lack of control, or past bad experiences.
- Your patience, persistence, and professionalism will win out if they need help down the line.
- You only need a few successful FSBO conversions to make this strategy well worth your time.
Final Thoughts: You’re the Secret Weapon They Didn’t Know They Needed
FSBO sellers may start their journey with confidence, but most don’t finish it without hitting roadblocks. And when that moment comes—the expired listing, the weird lowball offer, the paperwork confusion—they’ll need someone they can trust.
If you’ve built that trust early, offered value along the way, and stayed top-of-mind without pressure—you’re not just another agent in their inbox. You’re the solution they’ve been hoping for.
So don’t dismiss FSBOs as “cheap” or “stubborn.” See them for what they really are: a lead that’s halfway through the door—just waiting for the right reason to open it the rest of the way.
