FSBO conversion is mostly a trust game. They’ve chosen “do it myself,” and most agent outreach confirms their fear: pressure, scripts, and zero value. Your goal is to feel like the calm professional option.
Trust rule
Compliment their effort → offer value → prove competence with one specific insight.
Start with respect (it’s the fastest trust lever)
“I saw you’re selling it yourself — I respect that. Most people don’t have the patience to do it right.”
Then earn permission (don’t “pitch”)
“Quick question — are you totally set on doing it solo, or would you be open to a quick strategy call if it nets you more?”
How to build credibility without bragging
- Use proof-of-work. “Here’s what buyers are paying for in your zip.”
- Use simple frameworks. “Pricing → exposure → negotiation → contract risk.”
- Tell micro-stories. One short example of a seller you helped (without flexing stats).
Offer value immediately (pick one)
- A pricing range + two strategy options
- A one-page FSBO checklist (what to do next)
- Buyer demand note (“what’s moving fast right now”)
- Open house help or showing structure
What to say when they don’t trust agents
“Totally fair — a lot of sellers have had a bad experience. I’m not asking you to commit to anything. If I can give you one helpful thing and you decide to keep going solo, that’s completely fine.”
Trust-building follow-ups that don’t annoy them
- Short text: one sentence + one helpful link/checklist
- Market note: “Two homes like yours just reduced — here’s what that means.”
- Process support: “Want a clean offer review checklist?”
FAQ
How long does it take to build trust?
Often 2–3 consistent value touches. Trust builds faster when you stop “selling” and start “helping.”
Should I send credentials on the first call?
Only after permission. “I’ll text you my info so you can verify I’m legit.”
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