FSBO Lead Generation

INTRODUCTION

This blueprint provides a structured approach for DealTrail real estate agents on how to engage FSBO (For Sale By Owner) leads to capture seller interest and build strong, trust-based relationships with homeowners. This relationship-first approach positions agents to convert these FSBOs into listings by offering genuine value and support, using DealTrail’s tools and AI-driven automation.

This continuous stream of leads allows agents to focus on quality outreach without the need for manual lead sourcing. Each lead should be approached with the initial goal of creating a property video, which serves as a low-barrier way to establish contact, showcase professionalism, and provide immediate value to the homeowner.

TOOLS NEEDED

DealTrail CRM - Contact and deal management, cold calling
DealTrail Lead Store - Downloads all the FSBO listings in an area, with details such as complete address and phone number
ListingCake - Makes listing videos in less than 60 seconds
FreePhotoBranding- App to brand listing photos with custom call-to-action

WORKFLOW

1. FSBO Lead Sourcing and Initial Outreach

Daily FSBO Lead Collection: Get FSBO leads through the DealTrail Lead Store
Lead Entry into DealTrail CRM: FSBO leads are added into DealTrail with the following tags:
- (1) seller, (2) seller - fsbo, (3) no contact

2. Initial Contact - Cold Call

When calling a new FSBO lead, agents should approach with a specific script that explains their intent and avoids any push to list. The purpose of this call is to communicate a simple, value-driven offer: creating a property video that could be beneficial to both the homeowner and the agent’s network of buyers. The call script should clearly outline the agent’s reason for contacting and reinforce a mutual benefit

Purpose of the Video: Explain to the homeowner that the agent has out-of-town buyers or maintains an online database of unique, off-market listings and would like to include a video of the property.
Social Media Exposure: Alternatively, the agent can offer to create the video for broader social media exposure to increase buyer interest, with the goal of helping both the homeowner and expanding the agent's presence.

During this call, it is essential to set the homeowner at ease by clarifying that the video will be unbranded, with no obligation for the homeowner to list with the agent or provide anything in return. This transparency not only creates a sense of goodwill but also helps to initiate a trust-based relationship with the homeowner.

3. On-Site Property Visit and Video Capture

Once the homeowner agrees to the video, the agent should schedule a visit to the property. During this visit, the agent’s sole purpose is to capture a high-quality property tour. Avoid discussing the agent’s services or pushing for a listing, as this can erode the trust established during the initial call. Instead, use this visit to focus on relationship-building, taking the time to understand the homeowner's situation without any pressure to list. This approach demonstrates a genuine interest in helping the homeowner achieve their goal of selling their home independently, while subtly positioning the agent as a reliable resource.

After the video is captured, the raw footage is uploaded to DealTrail’s AI Video Editor, which returns a professionally produced listing video within a few hours. This video will include the property’s details, address, and a touch of background music to enhance appeal.

4. On-Site Property Visit and Video Capture

Upon completion, it is ideal to follow up with the homeowner via phone to confirm the video’s readiness and deliver it directly. During this conversation, inquire if the homeowner has a system in place to manage buyer inquiries and video distribution. In most cases, homeowners do not have an automated system, presenting an opportunity for the agent to offer additional support. The agent can offer to manage inquiries on behalf of the homeowner, providing a direct, automated response to interested buyers without the agent representing the homeowner directly.

The agent can implement DealTrail’s buyer lead automation, using an assigned phone number. This automation enables efficient and timely follow-up with all buyers who inquire, collecting their contact details and delivering the video immediately. This initial inquiry interaction gathers the buyer’s name and email, automatically saving them as a contact in DealTrail and generating a buyer lead for the agent.

5. Maximizing Exposure through Listing Photo Strategy

A highly effective way to drive buyer inquiries is by advising the homeowner to modify the listing’s primary photo. By overlaying a message that invites buyers to text the agent’s phone number for a property video, the agent captures buyer attention directly. This tactic offers an organic entry point for potential buyers to interact with the property and access the video, allowing the agent to engage with these prospects immediately through DealTrail’s automation.

6. Building Relationships with Buyers and Continuing FSBO Follow-Up

Once buyers reach out for the video, DealTrail automatically adds them to a dedicated buyer drip campaign. This campaign provides ongoing value by offering insights into additional off-market properties, homebuying tips, and even educational resources for buyers. Through these nurturing steps, the agent can maintain consistent engagement with these leads, working to convert them into future clients.

Simultaneously, the agent continues periodic follow-ups with the FSBO homeowner, maintaining an open line of communication and offering relevant insights as the property journey progresses. Since statistics indicate that around 80% of FSBO sellers ultimately consider listing with a professional, this strategy positions the agent as the homeowner’s go-to choice should they decide to list.

AUTOMATIONS

To help streamline some of the steps in the SOP, we’re providing some sample automations you can use.

FSBO Leads Distribution to agents

Trigger: After upload of FSBO lead

Actions:

Assign to agent: Assign leads to agents in a round-robin
Set Manual Action: Add a manual action for the agents to call the leads

FSBO Homeowner Nurture Sequence

Trigger: After video delivery to the homeowner.