Scripts and dialogs when working with For Sale By Owners (FSBO's) & Expired Listings
FSBO Scripts
Expired Scripts
Additional Video & Other Resources
FSBO Script Version 1
VOICEMAIL:
Hi, this is ______ with The Key Realty. I’m calling about your home at (address). I’ve got a quick question regarding the property. If it’s still for sale give me a call at _____. Thanks and have a great day!
CALL:
Hi, is this the owner of (address)? I’m ____ , I’m a real estate agent here in the area with the Key Realty. I noticed you have your home for sale, and you’re selling it yourself, right? Ok, I am calling because I am interested in learning about your selling needs and if our services may be a fit to help you… SELL your home?
OR… Hi, I’m calling about the home for sale on _____, is this the owner? You’re selling the home yourself, correct? Let me ask, is there a particular reason why you’ve chosen to sell this home yourself? You see I’m a Realtor with the Key Realty, and I’ve helped a lot of people like yourself sell their homes.
OR… Hi, I see your home has been for sale for (days/months). I’m _____, and I’m a Realtor with The Key Realty. We have proven success with helping people just like yourself. I’m wondering since we work with many buyers in your area if there is anything we can help you with?
- Let me ask you is commission the main reason you’ve decided to sell this yourself, or have you had a poor experience with using as agent before?
HOOK
- If I could show you a way to get this home sold, and net you the most money possible would you be interested?
-If there was a financial benefit for you to list with me rather than sell it yourself, would you consider it?
-If there was a significant advantage for you to list with me rather than sell this yourself, would you consider it?
PREQUALIFY So we can better understand your needs, (name) let me ask…
Repeat their answers and use bridge words between questions
- Where are you planning to relocate to when you sell?
- Just out of curiosity, what is your ideal timeframe for moving?
- How long have you been trying to sell it?
- What is important about selling it yourself?
- What is your current asking price?
- Have you spoken to any Realtors about seller representation?
- (If you don’t already have this) I’m curious, is the commission the main reason why you decided to sell the home on your own instead of using an agent?
- You sound like someone who is well educated on the process, how are you prescreening and showing the home to prospective clients?
- How long do you think you’ll continue to try to sell your home before you explore other options?
- Out of curiosity, how did you arrive at this price? What if you’re listed too high or low, and don’t know it?
- Are you FIRM on that price, or will you come off the price in order to get it SOLD?
- Have you thought about how much you need to net from this sale?
- What’s more important to you, selling this yourself or netting the most money possible?
- So, if we are having this conversation a year from now and nothing has changed…what then?
- Do you have a Plan B, if selling the home yourself doesn’t work out?
CLOSE
If I can show you how we can sell this property, and actually net you more money than if you sell it yourself, even after our commission is paid, is that something you’d be interested in?
(CLIENT SAYS: How can you do that)
I’m glad you asked. We spend over 60K per month in marketing on websites and social media to drive more buyers to the homes we list. And having more buyers means more offers, right? Did you know that only 2% of homes for sale by owners end up selling it themselves… while the other 98% end up using a Realtor? And its important it’s not just ANY Realtor when you get fed up, wouldn’t you want it to be the RIGHT Realtor? We sell on average a home every 8 hours, while some sell just a handful per year… In this business EXPERIENCE is everything. I assure you we are EXPERTS at what we do.
(CLIENT SAYS: I don’t think you can do that)
I completely understand, if you believe an agent could do that for you, you’d have hired one already right? And at the same time, if there is a financial benefit for you to list with me, rather than sell it on your own, you’d probably go ahead and do it wouldn’t you?
We’ll be in your area, let’s do the right thing and we’ll swing by for a few minutes to see how we can help. At the end of the day, you’ll have another option in front of you to make an informed decision. Sound good? What works better for you, (day/time) or (day/time)? Great. Can you please tell me your best email address so I can send you a confirmation of this meeting?
Fantastic. You are all set to meet with (Agent) on (date/time) at (their address). He/she will be explaining in more detail our team advantage and marketing strategies, and Our Promise. Our Promise is critically important to us as it stands to ensure that our clients receive the outstanding experience you deserve, and then some, while working with our team. I will email you a confirmation of your appointment shortly, and it will include my contact information in case you have any questions in the meantime. Thanks so much, and we look forward to meeting with you.
FSBO OBJECTION HANDLERS
“I’m just going to sell it myself”
You could do that, but what’s more important to you? Selling your home yourself or netting the most money possible in the sale of your home?
That is certainly an option, and if there was a financial benefit for you to list with the Key Realty, rather than sell it on your own, would you consider it?
Did you know that on average, owners who sell their own home receive 16% less than when an agent sells their home?”
It’s a big decision to sell it on your own, and many sellers JUST LIKE YOU decide to try it themselves before calling a Realtor. Have you considered the safety risks involved in letting strangers into your home that are not accompanied or screened by a professional? Not to mention the time taken out of your busy schedule to show buyers who may or may not be serious.
So, you’ve sold a home yourself before? (If NO)
- How do you intend to market your home?
- What knowledge of the market are you using for your price?
- Have you considered safety risks?
- How will you be prescreening you’re interested buyers?
“I don’t want to pay the commission, I’ll make more money”
I completely understand, if you thought an agent could help, you’d have hired one already, right? At the same time, if there was a financial benefit for you to list with us, rather than sell it on your own, you’d probably do it, right? That’s EXACTLY why we need to meet. Let’s do the right thing and come over for a few minutes, we have time today or tomorrow which works better.
OR…
So, what I’m hearing is that you’re willing to hire and PAY an agent that will be negotiating against you, but not FOR you? May I explain? Regardless of it you have an agent help you sell your home, you will likely be paying a buyer’s agent. The buyer’s agent will be working for your buyer, negotiating with you to ensure they get the best deal possible for their client. Don’t you want an expert negotiating on your behalf too? That’s exactly why we need to meet.
“What can an agent do for me?” Limit your risk, prevent lawsuits and negotiate
Did you know that 98% of ALL lawsuits in real estate involve buyers and sellers who were unrepresented? 90% are buyers suing sellers. Using an agent to represent the sale of your property is wise to guide you through the contract phase including inspections, repairs, appraisers and protect you in the event of lawsuits. We also carry errors and omission legal insurance.
BONUS PHRASES:
Are you aware that homes For Sale By Owners typically get only 88% of their asking price, where as an Agent gets 98% of our asking price? So, how much money are you really saving on the commission?
It sounds like you’ve given this a lot of consideration and would like to net the most money possible, right? If we can show you a way to net more money, and still pay a realtor commission, wouldn’t that be worth 20 minutes of your time?
Luckily, we called you today, so I could share with you how we get houses sold. We are experts at what we do. When we come by, we can show you the marketing techniques we use to see if they’ll work for you.
Let me ask you, how do you intend to market your home? That’s great. Well with our team, we spend over $50k a month on advertising to make sure our listings are being seen on over 350 websites, both domestic and international. That gives our listings the best possible chance to find a buyer, wouldn’t you agree?
Let me ask you, why would a buyer look to buy directly from a homeowner, unless they were just trying to get themselves a DEAL? If we can show you a way to net more money, and still pay a realtor commission, wouldn’t that be worth 20 minutes of your time?
FSBOS attract investors “Pennies on the Dollar”
My concern, since this is your first time, is that you may wind up losing money. May I explain? We’ve found that “For sale by Owners” are perceived in the market as “getting a deal”. We find that many are susceptible to frequent approach by investors looking to pay pennies on the dollar for your valuable asset. We know this is NOT what you want, right? You earned your equity and you deserve it.
Higher Perceived value with a Sales Professional “The Watch”
FSBOs, unfortunately, attract ordinary buyers and investors –the perception is they’ll be getting a better deal. Have you ever purchased a watch from a department store or a jewelry store and paid full price? Take that same watch and put it in a garage sale with the tag still on it. Would you expect to pay full price or would you expect to get it at a discount? You’d expect a discount right? It’s unfortunate, however it’s common mentality when there isn’t a salesperson involved. The perceived value of the item is lower. This translates into the sale of homes as well.
The Four types of Buyers
Have you heard about the 4 types of buyers?
Serious and in a hurry: They’re relocating from another city, may have just accepted an offer on their home and need to find a home quickly and win the offer. Are these buyers more likely to be working with an agent to find the right home and negotiate the offer OR driving around looking for FSBO’s?
Serious, but NOT in a hurry: First time home buyers- who are months out and are VERY nervous about the process and need guidance. They too will be working with agents to find homes.
Investors—these bargain hunters: They expect to pay Pennies on the dollar to turn a profit….at your expense.
Lookie-Loo’s: They cannot afford to buy, and aren’t qualified. They don’t want to approach a realtor, because we qualify them. They turn to FSBO’s instead to see inside your private residence knowing they can’t buy it. Don’t waste your time with them.
CULTIVATION SCRIPTS
Here’s what I do know (Mr/Mrs Seller), 65-75% of people who are selling their homes themselves will decide to choose an agent to help them in the next few weeks. And, if and when you decide that may be something you are going to do, all I ask is that you consider me to represent you. My team sells a home on average every 8 hours, while other agents may sell only a handful a year. We are experts at selling homes, and I am confident we can help you SELL YOUR HOME. I just want to make sure you get to (repeat their motivation/timeframe). How does that sound?
Here’s what I’d like to commit to you (Mr/Mrs Seller), we work with a lot of buyers in this area. Hundreds in fact, so we come across so many people that are looking to purchase a new home. If we are working with someone who is looking to purchase a home in your area that we think may be a good fit for you, I will reach out to let you know. How does that sound?
Great. Now, in the meantime if you have any questions about the home selling process, or need any assistance with finding a great Title Company please reach out. Finding the right person to help with the contract is an important decision. Just know, I am here to help you in any way I can in (repeat their motivation/timeframe). All I ask is that if and when you decide you may want to hire a professional to help you get your home sold that you interview us. See, not all agents are created equal. It’s important that you choose the right agent, an expert who will put in the time required to market your home and get it sold while netting you the most money possible. And that is what you want right?
What I’d like to do is reach out to you next week to see how it’s going, answer any new questions you may have about the selling process, and see if there is anything I may be able to do to help. How does that sound?
I’m going to send you some information about our team, and a little about the process we have for getting homes sold along with my business card in case you have any questions, or if there is anything I can do to help. Would that be okay?
MAIL NOTECARD
Hi (Mr/Mrs Seller) Thanks for speaking with me about your real estate needs. Here is the information and my business card that I promised I would send over. If you have any questions, or if there is any way I may be of assistance to you through the process of selling your home please let me know.
Thanks again and have a great day!
NEXT CALL
Hi is this (Mr/Mrs Seller)? Hi this is _______ at the Key Realty. We had spoken last week, and you asked that I keep in touch. I was just checking in to see how everything is going with the home selling process?
Great, and have you seen any activity?
Have you considered holding an Open House?
Do you need any assistance with that or do you have any questions about the process?
FSBO Listing Script
- Cooperating Agent Approach
Is the home still for sale? (yes) Are you cooperating with brokers in the sale of your home?
(What do you mean?) Well if I found a buyer would you be willing to allow me to show the home? (Yes) Great, may I stop by and preview the home Monday or would Tuesday be more convenient? (No) Thank you for your time.
Most private sellers are unsuccessful selling their homes. Your call may be the first that they have had in a long period of time. In many cases sellers are just relieved to be able to show the home to someone, anyone. Some agents are surprised at how friendly and excited private sellers are at showing the home, even to an agent.
- Relocating Approach
This script is ideal for use with a private seller who is adamant about not using an agent to sell their home. This script will give you a back door into the home by offering a service the seller cannot use. By building rapport with the private seller you may be the only person who has a relationship with them when they do decide to use a professional.
Not calling to list your home. Actually, I specialize in helping sellers relocate to their next home. May I ask if you are going to stay local or are you moving out of the area?
(Local) I have access to hundreds of homes through our MLS system. Would you like a list of homes that may fit your needs?
(Moving out of the area) My company has a national referral and relocation program to help folks like you relocate to moving?
(Yes) Great can I drop that information off Wednesday or would Thursday be more convenient? Morning or afternoon?
(No) Thank you for your time. -
Helping Hand Approach
Another great approach to talking with private sellers is the helping hand approach. The key here is we are going to help in purchasing this home may be interested in working with us on finding another one.
Secondly, perhaps they will say something nice about us to someone else who will do business with us.
Third, most sellers are unsuccessful selling on their own, if we stay nearby with answers to all of their questions, always ready to help and offer a hand, who do you think they will turn to when they decide to list? Here is how it works;
I understand that you are selling your home on your own, actually, I have a free FSBO kit that my office provides to home sellers at no change and it may help you to sell on your own. I wondered if I could go over it with you. Would today or sometime later in the week be good for you?
Why do you want to help me?
If you say something nice about me, it might help me build my business.
Does that sound reasonable?
So may I stop by today or would tomorrow be better?
When you get to the home you want to bring all marketing and necessary support materials to aid in helping the sellers. In addition you could bring copies of disclosures, earnest money agreements, lists of local appraisers, surveyors, inspectors, title companies, and contractor.
The key to the helping hand appointment is to always leave the door open for another appointment. You can finish up your first appointment by making this statement:
As you can see there is a lot involved in selling a home. I respect your decision to try to sell the home on your own. If you do decide to use a real estate professional, would you consider allowing me to share my marketing plan with you?
(Yes) I have information with me that will only take a couple minutes to cover (pause) or would you prefer to schedule an appointment sometime in the future?
In most cases the sellers will prefer to hear your marketing plan right then. You will be surprised at how often you can turn a private seller into a listing by just using a simple step by step method.
If they prefer to within 7 days, if at all possible set a new appointment with the offer to drop off additional information at a future date.
Expired Scripts
The Direct Approach
Hello (Seller/name) this is (agent name) with Key Realty in reviewing my files today I noticed that your home is no longer listed for sale in the Multiple Listing Service. Are you still interested in selling?
(NO) I understand can I ask you a quick question? What was your original reason for selling? Has that changed? Let me ask you, if you could sell the home in the next 30 days would you be curious to see my marketing plan?
(YES) Great, when is a good time to stop by I have some time this afternoon or do mornings work better for you?
(NOT SURE) No problem could I ask you a couple questions? What attracted you to the home when you purchased the property?
How long have you lived in the home?
Why were you considering selling?
Listen, I have a really interesting marketing approach that is truly different than my competitors. It puts your home in front of every available buyer in the marketplace within the first seven days of listing the home.
How would you feel about me showing you a few of my ideas
The Direct Approach with Internet Twist
Hello (Seller/name) this is (agent name) with Key Realty in reviewing my files today I noticed that your home is no longer listed for sale in the Multiple Listing Service. Are you still interested in selling?
(YES/MAYBE) are looking for a different approach to marketing their home. You see I use the internet as a very sophisticated marketing method to expose your home to every available buyer in the market place.
I will be in your area today would you be open to allowing me to stop by and chat for a few minutes?
(NO) I understand but before I let you go may I ask you a question. Was your home marketed aggressively to internet buyers? Buyers go online to search for homes they open a newspaper or drive -buyers. Listen I would really love to show you my marketing plan.
I will be in your area today would you be open to allowing me to stop by and chat for a few minutes?
Interviewing Agent Approach
Hello (Seller/name) this is (agent name) with Key Realty in reviewing my files today I noticed that your home is no longer listed for sale in the Multiple Listing Service. May I ask when will you begin interviewing again for the job of selling your home?
Would you see any disadvantage in interviewing my company for the job of selling your home, would tonight be good or sometime tomorrow be better?
(Going to wait a while) I can understand having your home on the market can be Would you see any disadvantage in interviewing me, so you will have someone to work with when you do decide to sell? Would tomorrow be good or would tonight work with your schedule?
(Not interested) Thank you for your time. Have a good day!
Helping Hand Approach
Hello (Seller/name) this is (agent name) with Key Realty I have been going over my MLS records today and I noticed that your home is no longer listed for sale in the Multiple Listing Service. Do you still want to sell?
(YES/NO)
(YES/NO) What I can do is a free analysis that will determine key reason why your home may not have sold. Would you be opposed to me stopping by for a few minutes later this week to share that information with you? Would Thursday or Friday be more convenient? Morning or afternoon?
(Decided to sell on their own) I understand how you fee to sell on your own. This information will give you an exact idea why your real estate agent was unable to sell your home; it may give you an advantage while you market it tion. Would tomorrow be ok or would later this week be better?
(Frustrated) It sounds like you had a bad experience with your last real estate agent. What do you think was the biggest reason your home did not sell?
t can give you some more insight into what the other problem areas could have been. Would you be opposed to me stopping by for a few minutes this morning or would later this afternoon be better?
The “Why Were You Moving?” Approach
Hello (Seller/name) this is (agent name) with Key Realty I have been going over my MLS records today and I noticed that your home is no longer listed for sale in the Multiple Listing Service. May I ask - Why were you selling your home?
(Seller Response) I see let me ask you if I could sell your home in the next 30 days would you be interested in talking?
(How? What do you mean?) that is really unique; it allows your home to be in front of every buyer in the market place in your price range.
(What do you mean?) I cover every base but my main focus is a unique internet marketing plan. I will be in your area today would you mind if I stopped by and gave you a quick overview.
The Lead Off Approach
Good morning (Mr. & Mrs. Seller) this is (agent name) with Key Realty I noticed this morning that your listing has been removed from the Multiple Listing Service. You know I actually (toured, discovered, learned) that your home includes a (river access, golf view, geo-thermal heating) personally I think this makes your home very unique compared to the competition did you have any showings?
(None/a few) Would you still consider selling if you had a strong offer from a qualified buyer?
I know having your home on the market can be difficult.
(How, What makes you different) My approach to selling homes is radically different than my competitors I use an approach that will put your home in front of every active, qualified buyer in your price range within the first 7 days if you have a few minutes today I would really welcome an opportunity to share my marketing plan with you. Do you have ten minutes?
Hello (Mr. & Mrs. Seller) this is (agent name) with Key Realty I noticed this morning that your listing at (property address) is no longer listed for sale. May I ask if you received any offers on the home?
(No, yes but rejected, yes but failed) I understand let me ask you would you accept X for your from a qualified buyer? (the X should be 10-20% less than the asking price)
(Maybe, I would have to think about it) The reason I ask is based on my experience and my marketing plan I think I can help you secure an offer in that range within the next 30 days. Would you be open to a meeting to review my marketing plan?
Or
(No, No way) I understand but may I ask are you still interested in selling?
(Yes) What price would be acceptable to you? (Answer) I see would you be open to allowing me to stop by and take a look at your home? The reason I ask is based on my experience and my marketing plan I think I can help you secure an offer within the next 30 days but price is always a factor. Would you be open to a meeting to review my marketing plan?
The Open House Approach
Hello (Mr. & Mrs. Seller) my name is (agent name) I am with Key Realty the reason for my call (or visit) is I will be hosting an open house in your that your home was listed at one point May I ask would you still consider selling?
The reason I ask is that often I will have open house attendees who like the area but the home may not be a perfect fit. If I selling your home to a qualified buyer?
(Maybe, Not Sure) I understand if you want to think about it a bit, let me ask you would you be open, at least to me to preview your home, then if you decide you would be open to selling we can get back together? I will be handing out flyers later this afternoon if that works for your schedule.
The Moving Forward Approach
Hello (Mr. & Mrs. Seller) my name is (agent name) I am with Key Realty I noticed this afternoon that your listing at (property address) is no longer listed on the market. May I ask if the home has sold what were your plans?
(Answer) I understand, the reason I ask is because I know that I can sell your home in the next 30 days. What would be moving forward with your plans mean to you and your family?
plan that will put your home in front of every qualified buyer in the market place within the next seven days. The focus is on totally exposing your home to the market. Do you have a few minutes today to chat?
Additional Video & Other Resources
FSBOs - (Click here)
Expireds & Prospecting:
Video 1 - (Click here)
Video 2 - (Click here)