Replay: How To Get FSBOs To List With You

Dear [First_Name], 

I saw you were selling your home without an agent, so I wanted to reach out to you to make sure you’re not underpricing your home.

I’ve seen people lose tens of thousands of dollars on their sales from this simple mistake. 

The best way to avoid this is with a Comparable Market Analysis that shows you what your home is worth. If you’d like a complimentary Market Analysis, let me know. I’d be happy to put that together and send it to you. 

If you have any questions during the home-selling process, please do not hesitate to contact me. 

I can give you several simple and easy strategies that will help you sell your home for more money. I’ve used these strategies myself, and they work! 

I’m offering all of this to you with no obligation. If you ever consider hiring a professional to help you, please let me know. I’d be happy to assist you. 

Best Regards,

Your Name
Your Real Estate Company
Phone: (333) 555-1212
Email: Name@Email.com

Not intended to solicit any properties already listed for sale with another real estate agent.

If You are Not Prepared to Negotiate,  then You Could Sell Your House
 for $10,000 to $20,000 Less than that Buyer is Willing to Pay for it. 

Will the buyer of your home be a professional negotiator?

This letter reveals how an average negotiator can avoid being taken advantage of by a professional. 

First, the Bad News. There is a good chance that the buyer of your home will be a great negotiator. If you don't know anything about negotiating, then you risk getting taken advantage of by them. 

Now for the Good News. This letter reveals how an average negotiator can avoid being taken advantage of by a better negotiator. 

There are two things that determine who wins a negotiation. 

• The motivation of the people negotiating.
• How skilled they are at negotiating.

Here is a story that is played out every day, all across America. This happens over and over again. 

There is a good chance it could happen to you.  

Let’s suppose a seller is selling his home. He is an average negotiator...not that great but not horrible either. 

Unfortunately, he is a motivated seller for these reasons. 

• He has had the home on the market for 8 months. 
• He has already relocated to another city. 
• The home and associated upkeep have been stressing him out. 
• He is busy at work and doesn’t have the emotional energy to deal with another problem. 

Meanwhile, a buyer wants to buy his home. The buyer is highly motivated to buy because it is the perfect home for him. He has been looking for a home just like this for a long time and couldn’t find it. 

This buyer is also an incredible negotiator. 

He’s cool and collected. He gathers all the facts. He finds out that the home hasn’t been shown in 2 months. Then, he finds out the seller has already moved. 

He looks the seller up on Facebook and stumbles across a rather revealing Facebook Post. The seller vented about real estate and how badly he wants to sell the house. Now, let’s ask ourselves a question. 

Who do you think is going to win this negotiation? 

Yep. The buyer. Yes, both people are motivated. But, one did a better job at negotiating. As a result, he wins! He buys the home for $43,000 less than the fair market value.

Don’t let this happen to you!

Don’t settle for less than you deserve! If you have any real estate questions, do not hesitate to send me an email at YourEmail@domain.com.

Thank you for reading this letter. I wish you the best of luck with your home sale. 

Best Regards,

Your Name
Your Real Estate Company
Phone: (333) 555-1212
Email: Name@Email.com

Not intended to solicit any properties already listed for sale with another real estate agent.

It all started when I read about the New Home-Selling Strategy
that Causes Homes to Sell for More Money... With Fewer Showings...

This theory said that everything I knew about selling a home wasn’t necessarily correct. It didn’t think it would work. 

The principle made sense in theory. But, as you and I know, theory doesn’t always matter in real life. 

Then, I started to read the stories. 

I read about how John had his home on the market for 18 months. He hired two agents and neither could sell it.    

The home sat on the market for 18 months without selling. 

Then, he hired a new agent. The new agent tried out a new marketing strategy. They "pre-sold" potential buyers on the home before they even saw it. 

The home sold 65 days after he hired the new agent. 

The buyers saw the ad and bought the home the same day. They were ready to buy it as soon as they saw the ad for the home.   

Now, these buyers were tough negotiators. They had worked their way up from nothing and owned a thriving business with 30+ employees. Even though they were tough negotiators they really wanted John’s House. 

The home sold for a record high. The final sales price was $57,500 more than a similar home located seven doors down on the same exact street. 

Why did the buyer pay a record high price for a home that had been available 

for 18 months with no offers? 

The reason it sold was because John's Realtor had recently implemented the "Sell It Before You Show It" Marketing Strategy. 

It wasn't because he dropped the price. John didn't drop the price one dime! 

It wasn’t because buyers didn’t know about it. (The home had been on the Multiple Listing Service for 18 months.)

I've got good news. 

You can use this same "Sell It Before You Show It" marketing strategy To Sell Your Home. 

This strategy enables you to sell your home with less showings, and sell it for more money. Now, I can't tell you all my secrets. But, I can tell you what caused John's home to sell. I’ll only reveal it to you if you promise me this. 

First, you must promise that you won’t share this strategy with any of the other agents in the local area. Second, you promise to keep this information to yourself. 

After all, if everyone selling their home uses this technique, then it will become less effective. So, do me a favor. Just use this secret to sell your home for more money. Sound fair? Good. 

I put together a completely free report that explains how this strategy works. 

I'll give it to you completely free. Now, why am I doing this? Am I just a nice person who gives away everything for free? No. I am giving this to you for the following reason. 

I hope that you see the value I can provide to help sell your home. If you ever do decide to hire an agent to sell your home, then maybe you will interview me. 

Go to the next page for instructions on how to request a copy of this free report.    

Thank you for reading this letter. I wish you the best of luck with your home sale. 

Best Regards,

Your Name
Your Real Estate Company
Phone: (333) 555-1212
Email: Name@Email.com

P.S. A New Home-Selling Strategy Has Been Developed that Causes Homes to Sell for More Money... With Fewer Showings... 

I put together a completely free report that explains how this strategy works. Here are a few of the things I reveal in this report:

• The simple trick that causes “tough as nails” negotiators to forget about negotiating and gladly pay full price. (I didn’t think this could happen until I witnessed it myself.)  
• The one picture that will make or break whether or not your house sells for top dollar. (It doesn’t matter if you only have 100 pictures in your ad, or just one. This picture matters more than all the other pictures.) 
• How to sell your home for more than it’s technically worth. (Appraisers hate this one.) 
• The one thing you say in the description that will determine whether or not your house sells for top dollar. (If you miss this one thing, then you risk selling for less than top dollar.)

To claim your free copy of the report, please give me a call at (XXX) XXX-XXXX. Or, send me an email at Name@Email.com.

Four Reasons Sellers Should Hire a Realtor

Reason #1: Realtors can sell homes for more money. 

In fact, most sellers net more money in their pocket with an agent, even after they pay the agent’s commission. The typical home sold by an agent sells for $230,000, while the typical For-Sale-by-Owner home sells for $184,000. 

That doesn't mean that every agent is going to sell your home for more money. But, the numbers do show that agents are able to sell homes for more. 

Reason #2: The whole process is easier when you hire a Realtor. 

Let me give you an example. I talked to a Title Company Manager who handles For-Sale-by-Owner Closings and Realtor Closings.  

He told me that when a For-Sale-by-Owner home sells, it takes about 45 days for the two parties to sign off on the contract. 

He said that sometimes they don't even sign it until they sit down for the closing. When a property is sold by a Realtor, however, the sale contract is usually signed in 45 hours. 

Why does this matter to you? 

Have you ever heard of "Buyer's Remorse?" It's when a buyer makes a decision to buy your home, and then as soon as they’ve made that decision, they immediately begin to question it. 

It doesn't matter if the decision seems good or bad. I've seen buyers have buyer's remorse even when they were getting the property for a steal. They still questioned it, and sometimes they would “freak out” and change their mind. 

If you have a signed contract, you can hold their feet to the fire. If not, the buyer could walk away, and then you have to sell your house all over again. 

Now, this isn't to say that you can't sell your house yourself. You probably can. 

But, unless you have sold a lot of homes yourself, then you probably aren't set up for possible obstacles as well as a professional Realtor is. 

Reason #3: A good Realtor can save 80-100 hours of your time. 

Realtors handle all of the busy work for you. We are experts at financing, loan conditions, home inspections, surveys, title work, termite inspections, appraisals, negotiating, etc. Experts have estimated that there are 189-213 different things that an agent does to sell a home!

Of course, that list can be shorter or longer, depending on the property. 

Reason #4: Realtors solve problems.  

Solving problems is the most important thing a Realtor can do. It’s one thing to have a buyer who wants to buy your house. But just because they decide at that moment to buy a house doesn't mean they will go through with it.

Here is a story that illustrates this perfectly. 

A seller put her home on the market. The perfect buyer came along and made a full price offer for the home. The seller and the buyer signed a contract, and the buyer started working on financing. The buyer ran into a problem with the financing and cancelled the contract. 

Later on, the seller told the story to an agent. It turns out that the problem the buyer had was completely solvable. But the seller didn't know how to solve it. As a result, the buyer couldn't obtain financing to buy the home.  

Unfortunately, the seller had to put the home back on the market, and it took another 5 months to sell. The seller had to pay an additional 5 months’ worth of mortgage payments, property tax payments, and homeowner's insurance premiums.  

In addition, she had to maintain the lawn, pay the electric bill, and maintain the property. If we add up all of those expenses, we can easily say that the lost sale cost her $9,575. 

This reminds me of the old story of the importance of "knowing where to tap." 

Have you ever heard the story? I'll retell it for you: 

A huge steamship boiler system was not working properly. The steamship captain hired a top boiler expert to fix it. 

After hearing about the problem, the expert asked a few questions and inspected the boiler room. He looked at the pipes that twisted and turned every which-way, then listened to the boiler and all of the machinery. 

He thought for a minute, reached into his tools, and grabbed a small hammer. He gently tapped one valve, and the problem was fixed. He sent a bill for $1,000 to the owner of the steamship.  

When the owner saw the $1,000 invoice, he was as mad as a nest of hornets!

He called the expert and confronted him about the bill. "You were only there for 15 minutes! How dare you charge me $1,000,” he said. The expert heard him out and told him that he would send over a new bill. 

The owner received another bill the next day. The bill was itemized as follows: 

Tapping the valve: $.50. 

Knowing where to tap: $999.50

Total: $1,000.00.

Specialized Knowledge is one of the most valuable resources in the world. 

Fortunately for you, agents have specialized knowledge. We know how to sell homes for more money. We know precisely where to "tap the valve" and to solve any problems that come up. 

In fact, you will usually make money and save time when you hire an agent to sell your house. 

What is your time worth? 

If it isn't worth anything, then you should sell your home yourself. But I know that isn't the case. Your time isn't worthless! I know from personal experience that most homeowners are successful, hardworking individuals. 

You have probably spent countless hours becoming skilled at your profession. I am sure that you have a lot of "specialized knowledge" in your area of expertise. An outsider might look at what you do and think it's easy. It's not. You know it, and I know it. 

So, run the numbers. Consider what I have sent you. And when you are ready to hire a professional Realtor, then give me a call. I'll be glad to help you.  

Call me at (XXX) XXX-XXX to find out how I can sell your home faster for more money and less hassle. 

And if you have any general real estate questions, do not hesitate to send me an email at Name@Email.com.

Best Regards,

Your Name
Your Real Estate Company
Phone: (333) 555-1212
Email: Name@Email.com

Template Directions: 
Send this template to FSBO sellers after you’ve sent them your marketing materials. Simply fill in the person’s name where it says HOMEOWNER, and fill in your own information in the email signature. 

Subject Lines: 

Are you sure you want to sell FSBO?
Selling FSBO is way harder than it looks…
Did you get what I sent you?
Is selling FSBO everything you thought it would be?

Body Text: 

HOMEOWNER,

I recently sent you some my home-selling materials, and I was just wondering if you had a chance to look them over. 

I’ve seen numerous FSBO homes fail to sell, and that’s usually because the homeowners don’t realize how much work actually goes into selling a home. 

I want to help you be successful. What if I told you I could help you sell your home quickly for top dollar? I’d love to sit down and talk with you about the plan I’ve come up with to sell your home for the same price — or even more — than you had it listed before. 

I’m very familiar with your area and know I can sell your house just by getting the right buyers in the door. 

Will you take a leap of faith with me?

Your Name
Your Real Estate Company
Phone: (XXX) XXX-XXXX
Email: Name@Email.com

First Message Options: 

1. Hi HOMEOWNER! It’s AGENT NAME from BROKERAGE. I recently sent you some information to look over, and I was just wondering if you had a chance to read through it? 
   
   
2. Hi HOMEOWNER! It’s AGENT NAME from BROKERAGE. I have a buyer who may be interested in seeing your home. Can you let me know a good time to come by?   

Follow-Up Message Options: 

1. I’ve seen numerous FSBO homes fail to sell, and that’s usually because the homeowners don’t realize how much work actually goes into selling a home. I’d love to come by and show you how much easier I can make your home sale. When are you available?
   
   
2. I want to help you be successful. What if I told you I could help you sell your home quickly for more money than you’d make right now? Just let me know a time that works for you, and I’ll come by and show you some of the plans I have to sell your house. 
   
   
3. I’d love to sit down and talk with you about the plan I’ve come up with to sell your home for the same price — or even more — than you had it listed before. Just let me know a time that works for you. 
   
   
4. I’m very familiar with your area, and I know I can sell your house just by getting the right buyers in the door. I would love to show you how I plan to do that. Just let me know a time that works for you. 

First Call Script

Step 1: Make sure you’re talking to the owner.

“Hi, I’m calling about the home for sale. Is this the owner?”

Step 2: Introduce yourself. 

“My name is ____. I’m a Realtor here in City Name. 

“Now, just so you understand, I’m not calling you to list your home. My approach is to offer assistance so that if you ever do consider hiring a Realtor, you’ll consider hiring me. 

So, I wanted to see if I could offer you free, professional-quality pictures of your home. You can use those pictures to market your home for sale by owner. (Slight Pause) 

Do you think that’s something you would be interested in?” 

(Pause and wait for them to reply.) Most people will reply, “Why would you do that? It sounds like a scam.” 

To which you reply, “It’s like when you go to the grocery store and someone offers you free samples. They give you the food samples, whether or not you buy more food from that point.  

That’s why I’m giving away the pictures. It’s a free sample of what I can do to sell your home. (Slight Pause) Is that something you’d be interested in?” 

• If they say “Yes,” set up an appointment for the free pictures. Do not continue on to Step 3. (If you do, you will destroy your credibility.)
• If they say “No,” continue to the next step below.

Step 3: See if there’s an opening to get the listing today.   

“Now, if you could sell your home with a Realtor and they did all the work… and you still NETTED the same amount of money in your pocket… is that something you would consider doing?”

Most will say “Yes.” If so, continue: 

“I know this may sound crazy, but in most cases, a Realtor can sell your home for more money. For example, there was recently a FSBO on the market for $220,000. 

After 4 months on the market, they hired a Realtor. The Realtor sold it for $240,000. Even after paying commissions, the seller got an extra $5,000 in their pocket. 

I’m not saying this happens every time. But, it happens more often than not. Is that something you’d be interested in?”

If they say “No,” thank them for their time and get off the phone. Remember, next week is a new opportunity. At that point, you can follow up with them! Just keep calling until they list with you or someone else.  

Second Call Script

Step 1: Make sure you’re talking to the owner.

“Hi, I’m calling about the home for sale. Is this the owner?”

Step 2: Introduce yourself. 

“This is ____. I talked to you last week about you selling your home. 

I wanted to check back with you and see if you might reconsider the free professional-quality pictures I offered to you. 

Is that something you’d be interested in?” [Wait for them to answer.]

• If they say “Yes,” set up an appointment for the free pictures. 
• If they say “No,” continue to the next step below. 

Step 3: Check if there’s an opening to get the listing today.   

“Now, if you could sell your home with a Realtor and they did all the work… and you still NETTED the same amount of money in your pocket… is that something you would consider doing?”

Most will say “Yes.” If so, continue: 

“I know this may sound crazy, but in most cases, a Realtor can sell your home for more money. For example, there was recently a FSBO on the market for $220,000. 

After 4 months on the market, they hired a Realtor. The Realtor sold it for $240,000. Even after paying commissions, the seller got an extra $5,000 in their pocket. 

I’m not saying this happens every time. But, it happens more often than not. Is that something you’d be interested in?”

If they say “No,” thank them for their time and get off the phone.

Option 1: 

Hi HOMEOWNER! It’s AGENT NAME from BROKERAGE. I recently sent you some information to look over about selling your home, and I was just wondering if you had a chance to read through it.

I’m very familiar with your area, and I know I can sell your house just by getting the right buyers in the door. 

My number is XXX-XXX-XXXX. I look forward to hearing from you! 

Option 2: 

Hi HOMEOWNER! It’s AGENT NAME from BROKERAGE. I have a buyer who may be interested in seeing your home.   

I’d love to schedule a time to come by and check it out for them. 

My number is XXX-XXX-XXXX. I look forward to hearing from you!