The next stage of FSBO capture is to become one with the enemy. What I am suggesting here is that you need to help owners sell their homes–to a point. If your FSBO approach is merely trying to overcome their objection regarding listing their home with an agent, you will come off as a pushy salesperson rather than an expert adding value to the process.

Instead, specialize in giving tools to homeowners such that, when they have already decided to go it alone, you will make the process easier for them. A sample FSBO package would be designed to disseminate tools to homeowners, such as:

•An open house kit, including sample ads and a visitor’ sign-in sheet.
•Questions to ask prospects.
•Instructions as to how get their home ready for the market.
•Vendors with whom they need to work and the steps they need to take with each.
•Sample sales contract with instructions.

What is the advantage of giving them these tools? Actually, there are several:

•You will present yourself as an expert instead of a salesperson. When the home does not sell, you will be the first person they turn to. Just make sure you are not mass mailing these items. Make sure you go over these packages personally with the homeowners so that you are developing a strong relationship.

•You will be in position to be referred to the prospects approaching the owners. These referrals can be much more lucrative than the one listing you might be missing.

•Your educational process may convince the owners that the process is too complex and they need help. Many try to go at it alone because they are ignorant of how complex the real estate process really is.

A real assessment of your value proposition? Are you ready to deliver value to those who could use it in a way that will deny you a transaction? If you are willing to take this step, you may really put yourself in a position to succeed.