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Understanding the FSBO Seller Journey
FSBO sellers tend to go through three distinct phases. Knowing these can help you adjust your approach accordingly:
Phase 1: No Agents Allowed
Phase 2: Open to Buyer’s Agents
Phase 3: Ready to List
Phase 1: No Agents Allowed
At this stage, FSBO sellers are adamant about handling the sale themselves. Trying to convince them otherwise will likely be met with resistance.
Best Approach:
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Respect their decision and avoid pushy sales tactics.
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Provide useful information they may find valuable.
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Maintain light contact without pressuring them.
Your Goal: Be a resource, not a salesperson. Stay connected and offer helpful insights without pushing for a listing.
Phase 2: Open to Buyer’s Agents
At this point, the seller is warming up to the idea of working with real estate professionals—but usually just for buyer representation. They still want to handle the sale themselves but may be open to cooperating with agents.
Best Approach:
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Take a consultative approach rather than a sales-focused one.
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Preview the property, compliment key features, and highlight selling points.
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Build rapport and ask permission to follow up with valuable insights.
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Offer market knowledge and industry expertise in a way that feels helpful rather than transactional.
Your Goal: Position yourself as a trusted advisor. The more you build credibility, the more likely they are to listen to your recommendations.
Phase 3: Ready to List
At this stage, the seller has likely realized that selling on their own is more challenging than expected. They may be frustrated by a lack of offers or difficulty managing inquiries.
Best Approach:
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Ask about their experience so far—have they received any offers? Are they finding the process manageable?
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Offer a structured overview of what you can do to help, setting the stage for a listing appointment.
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Reinforce the value you bring and how you can alleviate their stress and increase their chances of selling.
Your Goal: Secure a listing appointment. If the seller is at this stage, they’re more likely to welcome professional assistance. If you’ve built a relationship with them in earlier phases, they’ll already trust your expertise.
Final Thoughts
Approaching FSBO leads requires patience and strategy. By understanding where sellers are in their journey and tailoring your approach accordingly, you can build strong relationships and position yourself as the go-to expert when they’re ready to list. The key is to provide value at every step, earning trust instead of trying to force a sale.
