When it comes to thriving in the real estate industry, having a system to convert FSBOs (For Sale By Owners) and expired listings into clients can make all the difference in your success. By targeting and winning these market segments, you’ll be given the opportunity to showcase your expertise as the go-to agent.
If you’ve found yourself wondering how to approach FSBOs and expired real estate listings with confidence, this guide is tailored just for you. We’ll walk you through everything from preparation and outreach to effective follow-up strategies that help turn these often-overlooked prospects into loyal clients.
Wondering how to convert FSBOs into listings? Are you searching for expired listing follow-up tactics? Keep reading for expert advice, including call and email scripts!
Key Takeaways
- FSBOs and Expired Listings Can Be Highly Motivated Leads: These sellers already intended to sell but became frustrated or overwhelmed. FSBOs want to avoid commission fees, while expired listings often need a new strategy. Both present strong opportunities for agents to step in with value and guidance.
- Preparation and Personalization Are Crucial: Success starts with well-crafted scripts, a solid CRM system, and a mindset ready to handle rejection. Personalizing your communication to their pain points—rather than making a hard sell—builds trust and increases conversion chances.
- Follow-Up and Value Are Key to Conversion: Initial contact should be helpful and low-pressure. Continued outreach—through value-packed follow-ups, face-to-face visits, and drip campaigns—keeps you top-of-mind and builds relationships over time.
- Avoid Pushy Tactics and Inconsistency: Sellers in these categories are often wary of agents. Avoid aggressive approaches, respect their timing, and stay consistent with organized follow-ups to build credibility and long-term success.
Why FSBOs and Expired Listings Matter
Why target FSBOs and expired listings in the first place? The answer lies in one crucial factor: these sellers want to sell. They’ve already taken steps to list their property, but circumstances may have left them frustrated or overwhelmed — and in need of help.
- FSBOs: Often, homeowners who choose to sell on their own are motivated to avoid agent fees but quickly find the process more complicated than anticipated.
- Expireds: Their listing didn’t sell, and they’re often discouraged, confused, or in need of a fresh perspective.
Targeting these segments is a golden opportunity to build trust, provide value, and position yourself as the solution they need.
According to the National Association of REALTORS® (NAR), FSBOs accounted for 6% of home sales in 2024. However, the typical FSBO home sold for $380,000 compared to $435,000 for agent-assisted home sales.
Essentials Before You Start
Before reaching out to FSBOs or expireds, proper preparation is key. Here’s what you’ll need to succeed:
1. A strong script
Most for-sale-by-owners list their own homes to save money on real estate commissions. Some may not trust real estate agents or have had a bad experience with an agent in the past. You’ll need carefully crafted scripts for calls and emails that focus on providing value rather than making a hard sell.
These scripts should highlight how your product or service can genuinely solve a problem or meet the prospect’s needs. Numbers talk! Share stats showing that agent-sold homes typically go for more than those sold by homeowners. In addition, share your knowledge of the local market.
You can set yourself apart by tailoring your approach to their specific challenges and demonstrating a clear understanding of their pain points.
2. A reliable CRM tool
Organizing follow-ups is essential to maintaining strong relationships and staying on top of opportunities. A CRM (Customer Relationship Management) system can help you efficiently track all your touchpoints, including emails, calls, and meetings, while keeping detailed notes about each interaction. It also allows you to monitor progress, set reminders for future follow-ups, and ensure no important connection slips through the cracks.
3. The right mindset
We hate to break it to you, but you will face rejection as a real estate agent. Patience and persistence win the day. Rejection is part of the game, but the right approach will create rewarding opportunities.
Step-by-Step Guide to Converting FSBOs and Expired Listings
How do you gain the trust of property owners who are trying to sell their homes on their own? Here’s a quick guide to FSBO lead conversion strategies and how to find expired real estate listings.
Step 1: Research and build a weekly call list
Finding FSBOs and expired listings starts with research. Check your local MLS database for expired listings or platforms specifically targeting FSBOs like Zillow or ForSaleByOwner.com.
Use your CRM to create a segmented list of expireds and FSBOs. This means you should organize and filter your contacts into specific groups (or “segments”) based on whether they are expired listings or FSBOs. Organize them by factors like listing age, motivation level, and property details.
By creating these segmented lists, you can tailor your communication and marketing efforts to each group more effectively. For example, you might send different emails or make different pitches to FSBOs compared to expired listings, as their needs and motivations may vary.
Pro Tip: Focus on recent expired listings or FSBOs. These sellers are more likely to act quickly and are still emotionally invested in their sale.
Step 2: Script non-pushy, value-driven initial outreach
Reaching out to FSBOs and expireds requires a non-threatening, helpful tone. Here’s a sample script for your first interaction:
Call Script:
Hi [Seller’s Name],
This is [Your Name] with [Your Brokerage]. I noticed your home was listed recently—I work with homeowners in [Their Neighborhood] to make sales faster and smoother. I’d love to share a few tips for boosting your home’s appeal in the market, free of charge. Would you have 5 minutes to talk?
Email Script:
Subject Line: Help with selling your home in [Location]
Hi [Seller’s Name],
I’m [Your Name], a local real estate agent specializing in homes around [Neighborhood]. I noticed your recent listing for [Property Address] and wanted to offer some free resources that might help sell your home quicker.
Feel free to reply or call anytime—I’d love to help!
Best regards,
[Your Name]
Value-focused communication is critical. Position yourself as a resource, not a salesperson.
Step 3: Follow up with valuable offers
The first outreach rarely closes the deal. Follow up with consistent, helpful offers like free home valuations or market insights.
Examples of Value-Packed Follow-Ups:
- Send neighborhood reports with recent sales data to help them visualize their market potential.
- Offer a no-obligation consultation to provide tailored advice.
Sample Follow-Up Email:
Subject Line: Quick insights into your local market
Hi [Seller’s Name],
I’ve pulled together a custom market analysis for [Property Address]. It highlights recent sales in your area and pricing trends that could help guide your next steps.
I’d be happy to go over this with you personally. Feel free to book a free consultation here [Link to Calendly].
Best regards,
[Your Name]
Step 4: Make personal visits
To truly stand out, take the extra step to meet your prospects face-to-face.
- Drop by when you’re in the neighborhood with a low-pressure offer, like localized pricing predictions or community event invites.
- Leave a branded brochure or resource packet that they can review later.
Ideas for leave-behinds:
- A branded notepad and pen set
- A checklist for preparing a home for sale
- A small packet of cookies or candy with a business card attached
- A calendar with key home-selling tips for each month
- A mini guide on staging homes for better offers
- A QR code leading to your website or a client success story
- A magnet with your contact information
Step 5: Create drip campaigns
Building trust takes time, especially with sellers already wary of agents. Use drip email campaigns to stay top of mind. A drip email campaign is a series of automated emails sent to subscribers over time, based on their actions or a set schedule. These emails are designed to nurture leads, provide valuable information, and keep your audience engaged.
What to include in a drip campaign:
- Regular updates about trending market conditions
- Success stories of FSBO/expired clients you’ve helped before
- Educational content, like videos on staging or pricing strategy
You can automate these touchpoints using CRM tools like HubSpot or Mailchimp to ensure consistency without overwhelming your schedule.
Common Pitfalls to Avoid
We’ve advised you on what to do to convert FSBOs and expireds. Here’s what NOT to do when working with this audience.
- Avoid being too pushy: High-pressure techniques often backfire, especially with already-frustrated sellers.
- Poor timing: Always respect their availability and schedule follow-ups accordingly.
- Neglecting follow-up: Many real estate successes are built on persistence. Track every touchpoint so promising leads don’t fall through the cracks.
Build Consistency and Trust for Long-Term Success
Success with FSBOs and expireds doesn’t happen overnight. It takes persistence, value-driven communication, and a structured system to nurture relationships. But if you play the long game, you’ll position yourself as a trusted expert who turns challenges into opportunities.
Turn to Colibri Real Estate School for more tools, tips, and resources to grow your career, including continuing education and certifications designed for real estate professionals like you!
