For Sale by Owner, listings can be a great source of real estate leads. But if you want to close FSBO deals, you need to be able to convince them that working with you is the best way to sell their property.
To do that, you need effective and professional FSBO prospecting scripts. Here are some of the best.
Networking
The best way to convert FSBO and expired leads into clients is by networking. A network is a group of people you know who have similar interests and can introduce you to their contacts. For example, you can network with other real estate agents who work with FSBOs or real estate attorneys who handle FSBO transactions. FSBO leads are some of the warmest real estate leads because homeowners trying to sell their homes without an agent are usually very motivated and often looking for a fast sale. However, converting FSBOs into clients can take time, so keeping in touch and following up consistently is important.
Social Media
Most FSBO sellers are not anti-real estate agents but are simply concerned about paying the real estate commission or think they can save money by selling their homes. Creating unique selling propositions and scripts that address these concerns is a great way to convert FSBO leads into clientele.
Another great tool for generating FSBO leads is social media. Many major social media platforms offer free marketing opportunities, making it easy for small businesses to get noticed and generate interest in their brand. Social media also helps drive website traffic, which can result in conversions.
FSBO lead generation can be difficult, but the right strategy can generate many seller clients each month. The key to success with this strategy is following up on the leads, so make sure to have a process that includes calling and emailing. This will help ensure that leads don’t fall through the cracks and become cold or dead leads. For example, emailing a seller who has viewed your listing or blog post with helpful tips can help to move them up the pipeline.
Direct Mail
Direct mail is an old-fashioned yet effective way to generate leads and build relationships with potential customers. Whether an email newsletter with a special offer or a physical postcard with a call to action, hand-written letters are a great way to stand out from other agents and gain your audience’s attention. The best direct mail campaigns have a clear goal and target the right audience. For example, if you have a database of buyers and sellers interested in FSBOs, it’s a good idea to send direct mail to them with an offer to list their home with you.
Postcards are a quick and inexpensive way to send a message that grabs your target audience’s attention. They’re often placed in the “junk” or “to-read” pile, so using a bold CTA and eye-catching design is important to make them stand out. Use direct mail with other marketing mediums like email and SEO for the most efficient and cost-effective results. This ensures that your messages are heard and helps you track the value of each lead.
Email Marketing
The FSBO campaign is very different from standard real estate marketing campaigns. As such, running it requires a different marketing strategy and different tools. For example, it is crucial to separate FSBO leads from standard real estate lead lists and use triggered email instead of scheduled mail.
Triggering email enables you to automatically send emails based on certain events, such as clicking on a link or downloading valuable free resources online. By providing FSBO sellers with value and staying in contact with them, you can build a relationship that eventually helps them sell their property. This is a great way to generate FSBO leads and grow your real estate business. It’s a natural companion strategy to working with expired homeowners and cold calling. Unlike other leads, FSBOs are already looking for your services, and you can often get them listed quickly. But you have to be persistent and don’t quit after the first call or week of follow-up. As most experts mentioned, only 15% of FSBOs need to sell their homes very soon, so you have to be willing to commit to the long haul.
Phone Calls
Most FSBOs are flooded with calls from agents, mortgage lenders, home buyers, and investors. After a while, they avoid answering unknown callers and may even hide their phone numbers to prevent these unwanted calls.
You can help solve this problem by sending a text message to these homeowners rather than placing a call. A text will allow them to contact you without the worry of them getting an unknown call, and it can be a great way to start building a relationship with them, proving your value as their agent.