FSBO Scripts to guide sellers on adjusting stagnant pricing

Introduction

As real estate professionals, our goal is to empower sellers with accurate market insights and strategic guidance. This script is designed to help you navigate conversations with For Sale By Owner (FSBO) sellers whose properties have become stagnant, focusing on how to professionally discuss pricing adjustments. We'll build rapport, offer value, and position you as a trusted advisor ready to solve their challenges.

Opening Lines

"Hi [Seller's Name], this is [Your Name] from [Your Company]. I’m calling about your property located at [Property Address]. I’ve been following the market closely in [Neighborhood Name], and I noticed your beautiful home has been on the market for a little while now." [PAUSE]

"I specialize in helping sellers like you navigate the current market landscape to achieve your goals efficiently. How are things currently progressing with your sale?" [LISTEN]

Main Script Body

"That's completely understandable. From my experience, and based on what I’m seeing in the market for similar properties in [Neighborhood], when a home sits for a bit longer than expected, it's usually not a reflection of the home itself, but rather the market providing us with feedback on its current positioning."

"Have you received much specific feedback from potential buyers or agents during showings regarding the asking price?" [LISTEN]

"Okay, I hear you. Sometimes, even if feedback isn't directly about price, a lack of offers or lower-than-expected offers can be the market's subtle way of communicating. My goal isn't to tell you what to do, but to offer a data-driven perspective that could help you achieve your desired outcome sooner."

"What I often find is that we can reignite interest by strategically aligning the price with what today’s buyers are actively paying in your specific micro-market. It’s about creating a compelling 'value proposition' that stands out against competing listings, especially when inventory shifts or buyer demand fluctuates."

"I have access to very specific, up-to-the-minute sales data – not just what’s listed, but what’s actually sold and for how much, considering factors like square footage, upgrades, and specific location features. I also track key metrics like 'days on market' and 'list-to-sale price ratios' for homes just like yours, giving us a clear picture of buyer behavior."

"This isn't about dramatically cutting your price; it's about making an informed, strategic adjustment to attract the right buyers who are currently active and serious. A small, intelligent adjustment often has a much bigger impact than waiting longer."

"Would you be open to a quick, no-obligation 'Market Pulse Check' call? It would only take about 15-20 minutes. I could walk you through some localized insights that could clarify why your property might be seeing less activity and present a few proactive strategies to get it moving again."

"Many sellers I work with find this objective perspective incredibly valuable, even if they choose to continue selling independently. It simply gives you more information to make the best decision for your situation and can potentially save you significant time and stress in the long run. How does your schedule look tomorrow afternoon, or perhaps Wednesday morning, for a brief chat?" [PAUSE]

Handling Objections

1. "I need to think about it." "I completely respect that, [Seller's Name]. This is a significant financial decision, and careful consideration is key. To help you think it over effectively, could you tell me, what specifically are you thinking about? Is it the market data I mentioned, the timing of a potential adjustment, or perhaps the overall strategy for getting your property sold efficiently?" [PAUSE] "My aim is to provide clarity, not confusion. If there’s any additional information I can provide now, or any questions I can answer to help you clarify your thoughts, please don't hesitate. We could also schedule a very brief follow-up for tomorrow morning after you've had a chance to digest everything; that way, we can address any new questions that arise."

2. "The price/rate is too high." (Interpreted as: "I believe my price is fair / I don't want to lower my price.") "I absolutely understand where you’re coming from, [Seller's Name]. It’s natural to feel your home is worth every penny of your asking price, especially with the personal investment and memories you’ve made there. My suggestion isn't that your home isn't valuable, but rather that its current market positioning might be inadvertently causing it to be overlooked by the most active segment of today's buyers." [PAUSE] "The market doesn't value a home based on what we need or want to get, but on what a qualified buyer is willing to pay compared to other available options right now. What if we explored other strategies first, before directly addressing price, to see if we can generate more genuine interest? Perhaps a targeted marketing push highlighting unique features, or even a staging consultation? My ultimate goal is to maximize your net return, not just to sell quickly at any cost. Let’s look at the data together to precisely identify where the disconnect might be and what all our options are."

3. "I'm working with someone else." "That’s fantastic to hear that you have support, [Seller's Name]. I certainly don't want to interfere with any existing relationships you have. However, in today's dynamic and competitive real estate market, having multiple perspectives or even a contingency plan can be incredibly valuable. Consider me a second set of eyes, or a resource for an alternative strategy, should your current approach not yield the desired results within your timeframe." [PAUSE] "There's no commitment on your part whatsoever. A brief, confidential conversation with me could simply provide another valuable data point or a fresh idea that complements what you’re already doing. Many successful sellers find it beneficial to gather as much insight as possible. Is there any harm in just having a quick chat to compare notes and ensure you’re truly exploring every avenue available?"

4. "I'm not ready yet." "I truly appreciate your honesty, [Seller's Name]. 'Not ready yet' can mean many different things, and I completely respect your timeline and process. Are you not ready to adjust the price, not ready to consider working with an agent, or perhaps not ready to sell at all right now due to other factors?" [PAUSE] "My service is entirely focused on helping you be as prepared and informed as possible when the time is right for you. Even if you're not ready to make a change today, understanding the most current market dynamics and having a solid, data-backed strategy in place for when you are ready can prevent future frustrations and ensure a smoother, more profitable transaction. How about we schedule a brief, informational call simply to discuss current market trends specific to your area and potential strategies, so you're fully equipped and confident when you decide to take that next step?"

Closing Sequence

"Based on our conversation, and your goal of getting your property sold effectively, it sounds like having that 'Market Pulse Check' session would be a highly beneficial next step for you. It'll give you clear, actionable insights without any pressure or commitment." [PAUSE]

"So, to get this on the calendar, would a brief virtual meeting, where I can share my screen and show you the data, work better for you, or a quick phone call?"

"Excellent! I’ll send you a calendar invite for [Proposed Date and Time] now with a brief agenda, outlining what we’ll cover. I'm genuinely looking forward to connecting and helping you navigate this effectively!"

Follow-up Strategy

If the seller agrees to a meeting, send the calendar invite immediately. If they're hesitant or need more time, follow up within 24-48 hours with a personalized email. This email should reference your previous conversation, reiterate your value proposition, and provide a genuinely helpful market report specific to their neighborhood, or a link to a valuable, non-promotional resource (e.g., a blog post on "5 Smart Ways to Boost Your Home's Appeal Before a Price Adjustment"). Always maintain a helpful, non-pushy demeanor, focusing on educating and building a relationship for future opportunities.

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