If you work FSBOs even a little bit, you’ve probably felt what we have: they’re hammered with calls, they’re skeptical or even rude at first, and yet the numbers are undeniable—most of them eventually list with an agent.
The difference between the agents quietly taking 30–50 FSBO listings a year and the ones who “tried FSBOs and they don’t work” usually comes down to three things:
In this guide, we’ll walk through 4 core FSBO scripts/styles you can plug straight into your business, plus 4 FSBO text scripts so you can hit these leads from multiple angles and actually turn for sale by owner homeowners into signed listings.
FSBOs are some of the warmest “cold” leads in real estate. Unlike random homeowners in your geo farm, homeowners selling on their own have already raised their hand: they want to sell now.
At the same time, they live in a specific reality we have to respect:
We’ve seen again and again that when we go in like everyone else—“When can I come list your house?”—we’re dead on arrival. The FSBO scripts that actually work do the opposite. They:
Calling or texting a stranger about their largest financial asset is intimidating, especially when you know they’ve already been hit by 20 other agents. FSBO scripts—whether they’re phone scripts, FSBO text scripts, or email templates—exist to take the pressure off you while keeping the focus on the seller.
The best FSBO calling scripts help you:
When we started building our own prospecting system, we realized we didn’t need 50 different dialogues—we needed a tight set of 4 FSBO scripts we could adapt to almost any situation, plus FSBO text templates for multi-channel follow-up. That’s exactly what you’ll see below.
There are a ton of branded options out there—the classic Mike Ferry FSBO script, Breakthrough Broker dialogues, Easy Agent Pro scripts, and more. We’ve tried a lot of them, then distilled what actually converts into four simple, real-world FSBO prospecting scripts you can use today:
We’ll also add four FSBO text message templates you can plug in immediately to capture more FSBO leads via SMS, especially when calls go to voicemail or sellers won’t pick up unknown numbers.
Best for: new FSBOs (days 1–14), skeptical or overwhelmed sellers, and agents who prefer a relationship-first approach.
When we talk to FSBOs fresh on the market, they’re usually flooded with calls and determined to “give it a try on our own first.” This FSBO phone script gets you in the door without pretending you have a specific buyer or pushing a listing agreement on call one.
"Hi, this is [Your Name] with [Your Brokerage]. I saw your home for sale on [Street / Zillow / Craigslist], and I know you’re selling it on your own, which I totally respect. I’m not calling to try to list it today. I had a quick question for you though—do you have a minute?"Once they say yes, you pivot into your positioning:
"I preview a lot of homes in the area so I can match them with my buyers and stay on top of the market. Would you be open to me stopping by for a quick 10–15 minute preview—no strings attached—just so I can see the home and give you any feedback that might help you sell it yourself?"If they push back with “Only if you have a buyer,” we keep it honest and still move forward when it makes sense:
"I totally understand. Just so I’m honest with you, I don’t have a specific buyer for your home yet. My goal is to know the inventory so when the right person comes along, I can speak intelligently about your place. I’m also happy to share what buyers are looking for right now and anything I see that might help you sell on your own."Then we go to a simple A/B close:
"Would an afternoon this week work better for you, or an evening?"This is where a lot of agents blow it. They say “preview” on the phone and then launch into a full listing presentation at the kitchen table. That kills trust immediately.
Instead, we treat the preview appointment like this:
Then we plant the seed of a future listing:
"You’re doing the right thing trying this on your own first. If for some reason it doesn’t sell in the next few weeks, would you be totally against at least talking about other options? No obligation—just a conversation to see if I could help you net what you want."When they say yes, that FSBO is now a seller lead in your pipeline, even if they’re not ready to list yet.
Best for: FSBOs who sound annoyed or “over it,” those who’ve been on the market a week or more, and agents aiming for a structured listing appointment framed as a plan B.
We’ve all heard this: “You’re the 17th agent who’s called me today.” When a seller is that frustrated, we’ve found it’s pointless to lead with “Can I come list your house?” Instead, this FSBO dialog positions you as the calm, rational backup plan.
"Hey [Name], this is [Your Name]. I’m a local Realtor. I see you’re selling your home on your own—am I right?"They confirm, usually with a bit of attitude. We lean into that:
"I figured. And listen, I bet I’m like the 17th agent who’s called you today trying to list your house, right?"Once they agree and vent, we disarm:
"Yeah, I don’t blame you for being frustrated. To be totally clear—I’m not calling to try to list your house today."Then we ask a question that’s almost impossible to say “no” to:
"I was just curious—if for some reason a few weeks go by and you don’t get the offer you’re looking for on your own, would you be totally opposed to at least meeting with an agent to see if there’s a better way to get you the number you want?"This wording matters. FSBOs don’t want to sound closed-minded; most will say some version of, “If it doesn’t work, then sure, I’d talk to someone.” That’s your opening to introduce your FSBO backup plan.
"Makes sense. And with the market the way it is, you’ll probably have no problem getting it sold yourself. Here’s what I’d recommend though: Why don’t you invite me over one day this week? You can show me the house, and while I’m there I’ll walk you through my For Sale By Owner Backup Plan. That way, if you don’t get the offer you want on your own, you’ve already got a strategy in place to fall back on. It’s about 20–30 minutes, and then you can decide if I’m someone you’d even consider working with down the road. Fair enough?"If they push back with “I’m not interested in listing,” we agree and keep the frame:
"I agree with you 100%. You should try to get it sold on your own first. I’m not asking you to list anything right now. I just want you to have a clear plan B so you’re not starting from scratch in 30 days if this doesn’t go exactly how you want."Then we close with specific options:
"I can stop by Thursday or Friday—which day is better? Are afternoons or early evenings better for you?"To make this FSBO script feel even safer for skeptical sellers, we like to layer in something like:
"And listen, two things won’t happen: 1) I’m not going to pressure you into doing anything. 2) If we’re 10 minutes into the meeting and you don’t feel like you’re getting real value, you can kick me out and you’ll never hear from me again. Does that seem reasonable?"They almost always laugh and agree. And that’s exactly the tone we want when we’re positioning ourselves as the rational alternative to the high-pressure agents who already called them.
Best for: money-driven FSBO sellers, owners who are already open to paying a buyer’s agent, and scenarios where comps clearly show room for a higher price.
This FSBO script works because it accepts the commission objection and flips the conversation to net proceeds instead of fee percentage. In our own calls, it’s been especially effective when we know, from a quick CMA, that the homeowner is underpriced relative to recent sales.
"Hi, I was calling about your property for sale on [Street]. My name is [Your Name], I’m a local Realtor. I just wanted to make sure—are you open to agents bringing you a buyer?"Most FSBOs will say yes. Lock in whether they’re offering a buyer-agent commission:
"Perfect. And are you offering a buyer’s agent commission if we bring you a fully qualified buyer who closes? Typically on a home like this it’s around 2–3%—what were you thinking?"Then we build rapport and gather data:
Once we’ve got a feel for their goals and the numbers, we introduce the net-more angle:
"Got it. Well, I’m looking at some of the recent sales nearby—there’s one at [$$] and another at [$$]. You’re currently at [FSBO price]. If I could show you a way to net the same or even more money than you’ll get selling it yourself—even after my fee— would you at least be open to hearing how that might work?"If they’re even mildly curious, we move to an appointment close:
"Great. The first step is for me to take a quick look at the home so I can see how it compares to those other sales and give you an exact number instead of just a range. It’d take about 15–20 minutes. Would [Day] around [Time] work, or is [Alt Day/Time] better?"We only use this script authentically—if the comps and their willingness to pay buyer’s commission truly give us room to net them more. Sometimes, though, we know we can’t add dollars, but we can add speed and certainty by:
In those cases, we pivot like this:
"If for some reason I can’t get you more money, I can almost always sell it faster and with less risk and hassle than selling it yourself. Either way, I’ll be straight with you once I see it."Best for: newer agents, high-D personality sellers who hate being pitched, and building long-term FSBO relationships.
Some of our best FSBO listings started with the simplest line we’ve ever used. This script doesn’t assume they want a preview, a backup plan, or even a CMA. It just asks what they need right now.
"Hi [Name], this is [Your Name] with [Brokerage]. I work with a lot of buyers and sellers in your area. I saw your home for sale and was just wondering… What can I do to help you with your sale right now, if anything?"Then we stop talking.
We’ve heard everything in response:
Wherever they go, we respond with specific, free help:
Once we’ve delivered something useful, we gently position the future conversation:
"If for some reason you don’t get the result you want trying this on your own, would you be open to at least sitting down and going through what working with an agent might look like—only if it makes financial sense for you?"Anyone who says “yes” moves from FSBO contact to FSBO lead in our CRM.
FSBO cold calling scripts are powerful, but sellers don’t always answer calls from unknown numbers—especially once they’ve been bombarded. That’s where FSBO text scripts (SMS templates) come in. We use these both as first touch and as follow-up after a call or voicemail.
General best practices we follow with FSBO texting scripts:
Goal: Introduce yourself, hint at potential money left on the table, and ask for a brief appointment.
Hi [Name], this is [Your Name] with [Company]. I noticed you’re selling your home on your own at [Address]. You might be leaving thousands on the table without realizing it. I’ve helped [X] homeowners in [Area] sell for the most money possible. I’d love to show you your options—are you available for a quick 15–20 minute appointment sometime this week?This FSBO text template mirrors the same principles as our phone scripts: respect their decision, lead with value, and go for a short, low-pressure appointment.
Goal: Start the conversation around real demand instead of directly around commissions or listing agreements.
Hi [Name], this is [Your Name] with [Company]. I see you’re selling your home on your own at [Address]. I have several interested buyers looking for homes in your area right now. Would you be open to working with an agent to connect with these buyers and help you get the best price for your home?We use this FSBO text script when we actually have buyer activity in that area or price point. It’s a straightforward way to ask whether they’ll cooperate with buyer’s agents—and that conversation often opens the door to a full listing pitch later.
Goal: Acknowledge the commission objection upfront and demonstrate your marketing value.
Hi [Name], this is [Your Name] with [Company]. I noticed you’re selling your home on your own. Going the FSBO route can save you on agent commissions, but many sellers still leave thousands of dollars on the closing table. I’ve helped [X] sellers get above-asking offers on their homes using a full marketing plan—MLS exposure, targeted online ads, and professional photography. Would you be open to a quick call so I can walk you through some numbers?When we pair this value-first FSBO script with before-and-after examples of professional listing images and virtual tours at the appointment, it becomes very easy to show why an agent often helps them net more, even after commission.
Goal: Build trust and grab their email for ongoing nurture by giving away something useful.
Hi [Name], this is [Your Name] with [Company]. I see you’re selling your home on your own. I have a few resources that might help—like a free home value estimate and a short guide to the selling process (pricing, showings, offers, etc.). What’s the best email to send that to?Once they reply, we send the promised material and plant a simple call-to-action:
Great, thanks [Name]. I’ll send that over. If you ever want a quick, no-pressure walk-through so I can point out small improvements that could boost your sales price, just text me "WALK-THROUGH" and I’ll set it up.This FSBO text script works especially well paired with a simple home selling checklist, a net sheet example, or a short “FSBO mistakes to avoid” PDF.
No matter which FSBO script you use, you’ll hear the same pushbacks over and over. We’ve learned to treat these not as roadblocks, but as predictable parts of the conversation.
Response pattern:
"I’m sorry you had that experience; unfortunately I hear that more than I’d like. Not all agents work the same way. My approach is very transparent—you’ll see exactly what I’m doing, why, and how it affects your bottom line. How about we meet for 15–20 minutes so I can walk you through my process? If you don’t feel it’s different, you don’t have to hire me."Response pattern:
"You absolutely can sell your own home—people do it. The question is whether you’ll net more that way. National data shows FSBO homes typically sell for significantly less than agent-assisted homes. Even after commission, many sellers walk away with more when they hire an agent. If I could walk you through those numbers for your specific neighborhood, would you be open to a quick meeting?"Response pattern:
"I understand; nobody likes paying fees. What matters most is your net at the end, after everything. If I can show you how my clients typically net more—even after my commission— would you at least want to see what that looks like for your property?"We don’t argue with this. Instead, we show them how we can either add to that interest, or become their safety net if it slows down.
"That’s great—you should be getting a lot of interest in this market. My clients hire me when they want to turn interest into the highest, cleanest offer possible and keep everything on track through inspection, appraisal, and closing. What I’d recommend is we meet for 20 minutes so I can show you what I’d do if you decide you want help later. Then you’ve got that plan in your back pocket if you ever need it."Perfect—that’s exactly the behavior we design our FSBO scripts around. We don’t fight the timing; we simply move up the planning:
"That makes total sense. Here’s what I’d suggest: instead of waiting a few weeks and starting from scratch at that point, why don’t we meet for 20 minutes now? You can show me the home, I’ll walk you through my FSBO backup plan, and if you do decide to hire an agent later, you’ll already know exactly what I’d do and what it would cost you. If you sell it on your own before then—awesome. If not, you’ll be a few steps ahead."Even the best FSBO scripts won’t work if we call once, hear “We’re going to try it ourselves,” and then disappear. The agents who actually convert FSBO leads into listings have a simple, non-negotiable follow-up system.
We’ve seen that most agents go in hard during week 1, get rejected, and vanish—right before the seller becomes most open to help. Our goal is to be the one still there in weeks 4–8 who has been consulting, not chasing, the entire time.
One of the easiest ways we’ve found to win FSBO listings is to show—not just tell—the difference professional marketing makes.
Most DIY home sellers:
We bring real examples to FSBO appointments:
When we pair those visuals with the net-you-more FSBO script and a simple net sheet, most sellers quickly see how we can sell faster and for more money—even after our commission.
Absolutely. The goal isn’t to sound like a robot reading a FSBO script PDF—it’s to understand the structure and intent behind each script, then put it into your own words. We always encourage agents to:
In our experience, calling once a week while layering in text and email follow-up hits the sweet spot between “persistent” and “annoying.” If they’ve been on the market a long time with no results, increasing frequency slightly can make sense—as long as we bring new value each time.
Late afternoon to early evening usually gets the best answer rates, but the key is consistency. We build a daily FSBO prospecting habit (for example, 60 dials a day) and let the numbers compound.
Yes. We regularly adapt our FSBO phone scripts and FSBO text scripts into short email templates—especially when we’re sending a CMA, a selling guide, or a “FSBO backup plan” breakdown. The conversation flow is the same; only the format changes.
Scripts alone don’t create listings; consistent inputs do. Here’s a straightforward way we’ve used to turn these dialogues into 4–6 extra listings per month in a typical market:
Over 6–8 weeks, this kind of system regularly turns into:
If we treat FSBO scripts as living conversations—not rigid monologues—and stay committed to a simple, repeatable follow-up plan, FSBOs stop feeling like hostile owners and start becoming one of the most reliable listing sources in our entire business.
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