Sometimes pre-conceived notions can alter our activity and thus our ability to succeed. When it comes to those who feel they can sell their home on their own, sometimes we feel that they do not want or need our help. Nothing could be further from the truth. True, sometimes the For Sale By Owner (FSBO) sign says “stay away, I can do this myself”. Many times, however, it is a cry for help.

There are two main factors involved in analyzing FSBO’s.

• First, we need to build rapport.
• Second, we need to determine their level of need.

Building rapport is easy if we keep in mind that our mission is to help them and not ourselves. When we put the FSBO’s needs and concerns first, we start to establish ourselves as someone who is truly interested in fulfilling their needs and in turn ours. Find out why they are selling, where they are going, how they plan to get there. Find out what they like most about their home and how they plan to show it. Building rapport helps take the edge off of us just asking for the business. Let them know right up front that both of you can benefit from the help that you are offering.

This leads to our next factor. You have to determine their level of need very early in the conversation.

Level One: When they are at level one, they think they can sell their home themselves and do not need your help, you main goal is to just be there when they need you. They may feel that they will never need your help but the statistics show that sooner or later the majority of FSBO’s solicit the help of a Realtor.

Level Two: When they have reached level two, they are curious as to how you would market their home and what you would do that is different then what they have been doing. At this point in the relationship (yes, this takes time and you will build a relationship), you may find it beneficial to ask for the business.

Level Three: If they reach level three, which is a need for something to change, do not hesitate to ask for the listing.

Level Four: You do not want them to reach level four! This is the impulse level and they will grab the last person that contacted them or left them a business card. Always ask for the listing before they get to level four.

Once you see FSBO’s as an opportunity to use and develop your negotiating and networking skills, they cease to be these fierce, scary, boorish opponents and instead a very lucrative avenue of business.

Lebron Little, of ERA Simmons Real Estate, will be speaking at ERA IBC 2013 in Austin, TX March 21-24, 2013. Register here.