By Robert Urban, FSBO Strategist, Certified Overthinker of Listing Headlines, and Guy Who Knows That a Good Photo Is Worth $20K
You’ve decided to sell your house without a Realtor. FSBO.
Bold move. Smart move. Now it’s just you, your property, and your keyboard.
But here’s the deal:
If you don’t write a killer FSBO listing, your home will sit like a forgotten sandwich in the back of the fridge.
Getting views, but no bites.
So how do you make your listing pop, convert, and actually attract qualified buyers?
You write it like you give a damn.
You photograph it like it’s going on Tinder.
You structure it so buyers can say “We need to go see that today.”
Let’s break down the process from headline to CTA — no fluff, no jargon, just results.
Step 1: Get In the Right Mindset — You’re Not Writing a Craigslist Ad in 2007
Your FSBO listing is your first impression, your open house in text form, and your 24/7 salesperson.
It is not the place for:
- Typos
- ALL CAPS
- 14 exclamation marks
- Lines like “Must see to appreciate” (what does that even mean?)
- “No lowballers I know what I got” energy
You’re not selling a dirt bike. You’re selling a major financial asset. Write like it.
Step 2: Start With a Headline That Doesn’t Sound Boring or Desperate
Your headline should stop the scroll and plant a little seed in the buyer’s brain that says, “Ooooh. That’s the one.”
Here’s how to do it:
✅ DO:
- Highlight a unique feature or desirable location “Updated Pool Home with Huge Backyard in Quiet Cul-De-Sac”
“Modern 3BR Home with New Roof in Lake Helen Historic District”
❌ DON’T:
- Just list specs (“3/2 1700 sq ft must sell!!!”)
- Use generic fluff (“Great deal! Don’t miss out!”)
- Lie (“Luxury” better mean luxury — not ‘you replaced the faucet’)
Step 3: Write a Listing Description That Sells the Lifestyle, Not Just the Walls
Here’s the golden rule: Don’t just list features — tell a story.
Yes, people care about square footage and the number of bathrooms.
But what they really care about is: Could I see myself living here?
Formula:
- Start with a hook (emotional or aspirational)
- Highlight upgrades and major features
- Sell the lifestyle (location, flow, vibe)
- End with a call to action
Example:
Welcome to your next chapter — a beautifully updated 3-bedroom, 2-bath pool home in one of Deland’s quietest neighborhoods.
Step inside to an open-concept living space with natural light, new wood-look tile, and a kitchen that actually makes you want to cook.
Enjoy evenings under the covered lanai, mornings in your oversized backyard, and weekend walks to the park just three blocks away.
New roof (2023), A/C (2021), and no HOA drama.
This one’s ready. Are you?
Step 4: List the Specs — But Don’t Make Them Do Math
Yes, buyers want numbers. But they shouldn’t have to build a spreadsheet to figure out your place.
Here’s what to include in clear, skimmable format:
- 🛏 3 Bedrooms
- 🛁 2 Bathrooms
- 📏 1,725 sq ft
- 📍 Location (neighborhood or proximity to parks, schools, etc.)
- 🏠 Lot size
- 💰 Asking Price
- 🔧 Major updates (roof, HVAC, plumbing, windows, etc.)
- 🚫 HOA? Mention it (or the lack of one — people LOVE that)
Use bullet points or spacing. Your goal is clarity, not a brain teaser.
Step 5: Take Photos Like You’re Selling a Lifestyle Magazine Spread
Real talk: Photos sell homes. Period.
If you screw this up, nothing else matters.
Your FSBO photo checklist:
- ✅ Take photos in daylight (preferably morning or golden hour)
- ✅ Declutter every space
- ✅ Wipe down surfaces
- ✅ Shoot wide angles
- ✅ No pets, people, or weird shadows
- ✅ Use your best photo as the first one
- ✅ Include shots of: front of house, living room, kitchen, bathrooms, bedrooms, backyard, and any cool feature (fireplace, pool, built-in shelves, etc.)
If you don’t have the gear or the eye, hire a pro. It’s worth it. ( And don’t feel bad, I am great at many things- photography isn’t one of them)
Step 6: Make It Easy for Buyers to Contact You — But Keep It Professional
Don’t make buyers jump through hoops to reach you. And also — don’t give off “I’m emotionally unstable” energy either.
Good:
📞 Call or text: 555-123-4567
📧 Email: fsboseller@gmail.com
🕒 Available for showings afternoons/evenings and weekends
Not so good:
“Just DM me. Don’t call after 6. I’m busy.”
“Email only. I don’t like my phone.”
“No agents. No games. Serious inquiries only.”
People get weirded out fast. You’re selling a house, not posting a personals ad.
Step 7: Syndicate Like a Boss — Post Everywhere That Matters
Facebook Marketplace are just the beginning.
Post your FSBO listing to:
- Facebook Marketplace
- Craigslist (if you’re brave)
- Local FSBO groups and buy/sell groups on Facebook
- Nextdoor (depending on how unhinged your neighbors are)
- A dedicated landing page or your own site if you want to get fancy
The more eyeballs, the better. Make your house unavoidable.
Step 8: Bonus: Create a Flyer or Digital One-Pager
Not required, but highly recommended.
A good flyer (or PDF) can:
- Be handed out at showings
- Be emailed to interested buyers
- Make you look pro as hell
Include:
- Main photo
- Short description
- Key features and updates
- Price
- Contact info
- A QR code linking to your Zillow listing or video tour (yes, this works)
Your FSBO Listing Is the Difference Between “Sold” and “Still Sitting”
You don’t need to be a Realtor to write a listing that works.
You just need to:
✅ Think like a buyer
✅ Write like a human
✅ Photograph like you mean it
✅ Be clear, confident, and available
You got this- I am rooting for you!
Robert Urban