🏡 Mastering FSBOs: Scripts, Strategies, and Value Propositions for Realtors 🏘️

For Realtors in the Greater Cleveland real estate market, tapping into For Sale By Owner (FSBO) listings can be one of the most lucrative, underutilized lead sources available. In this week’s Training, Mike Ferrante of the 21 Mike Team at Century 21 HomeStar, alongside Broker/Owner Tony Geraci, broke down how agents can not only approach FSBOs with confidence but turn them into listings with the right scripts, value, and follow-up.

🏠 FSBOs in Northeast Ohio: Still a Golden Opportunity

Despite the changing real estate landscape in Cleveland, Akron, Canton, Youngstown, and Columbus, FSBOs remain a reliable source of listings. Statistically, 90% or more of FSBOs eventually list with an agent. Yet most Realtors ignore this niche out of fear or lack of strategy.

According to Mike and Tony, the key is simple: lead with value.

“The goal is not to convince a FSBO to list on the first contact,” says Mike. “It is to become an option when they are ready.”

🔐 Step 1: Understand the Seller’s Motivation

Before launching into a script or pitch, agents must understand why someone is selling by owner. Common reasons include:

Saving on commission
Previous bad experiences with agents
Belief that the market is “easy”

Tony reminds agents that the number one reason FSBOs eventually list is greed – they realize that a Realtor may actually net them more money even after commission.

✉️ Step 2: Initiate Contact with the Right Script

The first conversation should be non-threatening and conversational. Avoid aggressive sales talk.

Example Script 1:

“Hi, this is Mike from Century 21. I see you are selling your home by owner. I am not calling to list it today, but I do have a question: if I had a buyer, would you be willing to work with a Realtor?”

Example Script 2:

“I make it a point to know every home available in my market, even FSBOs. Would you mind if I asked you a few quick questions about your home?”

Both approaches invite dialogue and help position the agent as a helpful resource, not a pushy salesperson.

💼 Step 3: Deliver Real Value

FSBOs are not impressed by empty pitches. Mike and Tony recommend offering tangible, helpful items:

Market data and recent comps
A copy of the lead paint disclosure and residential property disclosure
Sample purchase agreement
Net sheet showing potential profits with and without Realtor involvement
List of buyer agent commission trends

“Giving them the paperwork they need builds trust,” says Mike. “You are doing what other agents are not.”

⚠️ Step 4: Discuss Liability and Legal Exposure

Most FSBOs do not realize the liability they assume when selling without professional representation. Tony encourages agents to explain:

Lack of E&O insurance
Risk of non-disclosure lawsuits
Complex legal forms and timelines

Position yourself as a risk reducer.

⏳ Step 5: Follow-Up Is Where the Fortune Lies

Too many agents make one or two attempts, then give up. FSBOs typically take 30–60 days to realize they need help.

Set up reminders to follow up weekly
Track FSBO listings with tools like REDX, Vulcan7, or LandVoice
Be present at their open houses
Use mailers or handwritten notes for a personal touch

“The goal is simple,” Mike says. “Be the one agent they think of when they are ready to list.”

🌟 Bonus Tips from Tony Geraci

Use buyer broker agreements to protect your commission if you show a FSBO to your client
Avoid being in the same room as buyer and seller during negotiations
Always carry a FSBO addendum to limit liability

🔹 Final Thoughts: Do Not Let FSBOs Go Untouched

For Cleveland-area Realtors looking to grow their listing inventory, FSBOs are low-hanging fruit. They are open to conversations, often frustrated with the process, and statistically proven to list with agents who offer value.

The 21 Mike Team continues to coach agents on scripts, conversion strategies, and real-world success in tackling FSBOs and other listing sources.

Ready to grow your real estate business? Connect with Mike Ferrante at 21Mike.com or book a call with Tony Geraci at Talk2Tony.net

Do not just watch the signs go up in your market – be the one putting them there.

For more great Real Estate content:

You can listen to our Podcast FREE BEER AND REAL ESTATE, or on YouTube for Mike’s weekly classes!!!

https://freebeerandrealestate.buzzsprout.com/

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FSBO Scripts – Get More Listings!