How to Convert For Sale By Owners (FSBOs) Into Listings

If you are a Realtor looking for more listings, then it is time to turn your attention to FSBOs — For Sale By Owners. These sellers are literally raising their hands and shouting, “I want to sell my house!” Yet many agents avoid them. Why? Because they fear rejection or do not know how to approach these sellers effectively.

Today, Mike Ferrante, team leader of the #1 Century 21 team in Ohio, the 21 Mike Team at Century 21 HomeStar, and Tony Geraci, Broker/Owner of Century 21 HomeStar, are here to tell you that FSBOs are a goldmine of listing opportunities — if you know how to approach them.

Why FSBOs Matter in the Greater Cleveland Real Estate Market

Let us address the big misconception right away: FSBOs are not hostile to agents. In fact, most for sale by owners are very willing to work with agents who bring buyers. What they often do not want — at first — is to pay a full listing commission.

But here is the reality:

Most FSBOs end up hiring an agent
The majority of FSBO listings sell for less than agent-represented homes
FSBOs are easy to find — just check Zillow, Craigslist, Facebook Marketplace, or forsalebyowner.com

In a market as competitive as Cleveland or Columbus, having a strategy to convert FSBOs gives you an unfair advantage.

Start With Value — Do Not Lead With the Pitch

According to Mike Ferrante, the number one mistake agents make is calling FSBOs and immediately trying to list the home. Instead, approach them with a helpful mindset.

📌 Mike’s Pro Tip: Offer a For Sale By Owner Guide — a helpful packet that includes information on:

State-required disclosures (property disclosures, lead paint, etc.)
Market analysis and pricing strategies
Showing and staging tips
Open house advice
A sample of professional photography versus DIY

This simple resource helps differentiate you and adds value to the first interaction.

The Script That Opens the Door (Literally)

Here is an example of what to say when calling a FSBO lead:

“Hi Tony, this is Mike Ferrante with Century 21. Before you hang up, I just want to say I am not trying to list your home today. I noticed you are selling by owner and I wanted to see if you have all the required documents needed for a smooth transaction. I also put together a free FSBO guide I would love to drop off — no obligation.”

This builds rapport, positions you as helpful, and often earns you an in-person visit — which is your first listing appointment without calling it one.

Deliver a Full CMA — Even If They Are Not Ready Yet

Another tip: Take the time to deliver a comparative market analysis (CMA) either by email or in person. Most FSBOs are relying on Zestimate numbers or what their neighbor’s home sold for.

Tony Geraci points out that this sets you apart and makes you the first person they will think of when they are ready to list.

“Mike, if this doesn’t sell by April, I may be interested in talking to you.”

There it is — your future listing. But only if you took the time to add value now.

Objection Handling — Like a Pro

Realtors fear FSBOs because of objections. Here are some common ones and how to respond:

Objection: “You’re the 10th agent to call me today.” Response: “I can imagine that’s frustrating. The difference is, I am not calling to sell you anything. I’d just like to offer you some free tools to help you with your sale.”

Objection: “I’m not looking to list with an agent.” Response: “Totally understand. Just curious — if it does not sell by [insert date], would you consider hiring a professional like me to help?”

Objection: “Just bring me a buyer.” Response: “Absolutely. I would love to come take a quick look so I can speak intelligently about your home to the buyers I work with.”

Bonus Tip — Position Yourself as a Safety Net

If a FSBO does get an offer, ask:

“Would you feel comfortable handling the legal side of the transaction, or would you consider hiring an agent to help make sure you are protected?”

Some agents even offer a “limited service” option to assist FSBOs with paperwork and negotiation — often at a reduced commission. This builds trust and often turns into a full listing when the FSBO realizes how much work goes into the process.

Final Thoughts from Tony Geraci

“FSBOs have always been a great lead source. Most agents avoid them out of fear. But remember — they are the only sellers out there telling you they want to sell. Approach them with the mindset of helping, and you will be the first agent they think of when they decide to list.”

For more great Real Estate content:

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