By Sash Joveski and Andrew, Fearless Agents at Realest.com
To call a brand-new for-sale-by-owner, check the Do Not Call list and calling hours first, then spend 60 seconds on their ad or listing page. When they answer, say who you are and lead with a showing-prep checklist, not a listing pitch. Ask how the sale is going and where they are headed next. Offer to send the checklist plus a snapshot of nearby sales, and ask if they would like it by email or text. Do not pitch, quote a fee or promise a price on the phone.
James 1:19 says, “My dear brothers and sisters, take note of this: Everyone should be quick to listen, slow to speak and slow to become angry.” That verse is the whole tone of a good first call to a for-sale-by-owner. Listen first. Talk second.
Does a phone number in a for-sale ad mean you can call?
No. A phone number in a for-sale ad is not permission to ignore Do Not Call. If Do Not Call is flagged, skip the lead. Before you dial, ask your brokerage to confirm this call is allowed under federal and state rules. Offering a checklist does not make the call exempt. Say right away who you are, which brokerage you are with and why you are calling. Use the homeowner’s local time and the strictest calling window that applies. Check the National Do Not Call Registry, the Indiana Do Not Call list and your own do-not-call notes. An area code alone does not tell you where the homeowner is located.
Review the federal telemarketing rule and the Indiana Attorney General’s Do Not Call guidance with your brokerage.
What is a for-sale-by-owner?
A for-sale-by-owner, or FSBO, is a homeowner who put their house up for sale themselves, without listing it with an agent. They are proud they decided to do this on their own, and they are a bit nervous too. They are bracing for agents to talk them out of it. Your job is to help and to earn a reason to call back, not to talk them out of selling on their own.
What should you do before you dial?
- Check Do Not Call again. If the number is flagged on the National list, the Indiana list or your own notes, skip the lead.
- Check the clock. Stay inside the calling hours your brokerage has confirmed apply at the homeowner’s location.
- Look at the ad for 60 seconds. Note the street, the asking price, the photos and anything the owner wrote about the house.
- Have the checklist ready. You should be able to send the showing-prep checklist as soon as they say yes.
- Have your notes open. Write down what they tell you while you are still on the call.
What do you say on the first call to a FSBO?
Here is the opener from our Daily Call Desk. Make it sound like you:
“Hi, is this [first name]? This is [your full name] with [your brokerage] here in [your town]. I saw your home on [street name] is for sale by owner. I’m not calling to list it. I’m calling because I’ve got a short checklist owners use to get ready for showings, and I’d be glad to send it to you. Do you have a minute?”
Wait for a yes. Then ask:
“Great. How’s it going so far? Have you had many calls or showings yet?”
Let them talk. Listen for what is hard, like no calls, too many calls, paperwork or safety. Then ask:
“That’s really common in the first week. Can I ask, if it sells, where are you headed next?”
Let them answer. Then offer the next step:
“Here’s what I’d love to do. I’ll send you that checklist and a quick snapshot of what’s sold near you lately, so you can see how buyers are judging your price. No strings. Would you like it by email, or by text?”
This works because you lead with something useful and ask about their life, not their listing. You are the agent who helped instead of the one who pitched.
The FSBO First Call in Four Steps
Check first
Do Not Call, calling hours and the ad.
Offer help
A showing-prep checklist, not a listing pitch.
Ask where they are headed
How is the sale going, and where next?
Send what you promised
Email or text, only if they said yes.
Everyone should be quick to listen, slow to speak. James 1:19
How do you handle common FSBO objections?
“I’m not working with agents.” Respect it. You are not asking them to hire you.
“I respect that, and I’m not asking you to. Plenty of owners sell on their own. I just want you to have the checklist so the showings and paperwork go smoothly. Can I send it?”
If they say no, wish them well and leave the door open:
“No problem at all. I hope it sells fast. I’m [your name] with [your brokerage] if you ever want a second set of eyes. Have a great day.”
“Do you have a buyer?” Never invent a buyer to get in the door.
“I’ll be straight with you. I don’t have a specific buyer for your home today. If I ever do, I’ll tell you right away and we can talk about how that would work. What I can do now is send you that checklist and a list of recent sales near you. Would that help?”
“I’m saving the commission.” Do not argue a number on the phone.
“That makes sense, and it’s your money and your call. Commissions are not set by law and they are always negotiable, so I won’t argue with you about a number on the phone. What I can do is help you look at what you’d actually walk away with after closing costs, so you’re comparing real numbers. Want me to include that with the checklist?”
For more calm ways to answer pushback, read our post on handling real estate objections.
What should you never do on a FSBO call?
- Do not quote a fee or promise to beat anyone’s number.
- Do not promise a sale price, a sale date or that they will net more money.
- Do not talk about who lives in the neighborhood, schools as a selling point or “good areas.” Talk about the house, the price and recent sales. That keeps you clear of steering language, but it is not a full Fair Housing compliance check.
- Do not text unless they said yes to a text on the call.
- Leave one voicemail. Do not call back the same day.
What do you do after the call?
If you reach voicemail, leave one message under 30 seconds:
“Hi [first name], this is [your full name] with [your brokerage] in [your town]. I saw your home on [street name] is for sale by owner. I’m not calling to list it. I have a showing-prep checklist and a snapshot of recent sales near you, and I’d be glad to send them. If you’d like them, call me back at [your number]. Again, [your name], [your number]. Good luck with the sale.”
Log the call in your notes or CRM. Write down how the sale is going, where they are headed, what you offered and whether they said yes to email or text.
Send what you promised only if they agreed and the contact method is permitted. If they chose text, thank them, send the checklist and tell them when the recent sales will arrive. Then send exactly what you promised, on the day you promised it. Follow up or text only if they agree and the contact is permitted. Respect any request not to call or message again.
The same first-call idea applies when a listing expires. See our expired listing call script for that version.
Inside Fearless Training, our Day 2: The Brand-New FSBO First Call lesson has the full word-for-word script, every objection handler, the voicemail, the follow-up text and what to log. Join Fearless Training for more lessons like this.
Frequently asked questions
How do you call a for-sale-by-owner for the first time?
Check the Do Not Call list and calling hours, look at the ad for 60 seconds, then offer a showing-prep checklist. Ask how the sale is going and where they are headed next, and send what you promised.
Can I call a FSBO if their number is on a for-sale ad?
A phone number in a for-sale ad is not permission to call. If the number is flagged, skip the lead. Have your brokerage confirm that the call is permitted and which calling hours and rules apply at the homeowner’s location.
What should I say if a FSBO says they are not working with agents?
Respect it. You are not asking them to hire you. Offer the checklist so showings and paperwork go smoothly. If they still say no, wish them well and leave the door open.
Can I tell a FSBO I have a buyer if I do not?
No. Never invent a buyer to get in the door. Tell them plainly if you do not have a specific buyer today, and offer the checklist and recent sales instead.
Can I text a FSBO after I call?
Only if they said yes to a text during the call and that contact is permitted. Send exactly what you promised. Respect any request not to call or message again.
Be fearless. Sash, Realest.com
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