How to Use Zillow’s For-Sale-By-Owner Section to Source Quiet Sellers
Get the exact search patterns, filters, verification steps, outreach scripts, follow‑up cadence, and CRM tracking you need to turn Zillow FSBOs into closed deals.
Zach Fitch
Tennessee
, Goliath Teammate
Zillow isn’t just a consumer browsing site.
For investors who know where to look, it’s a low-cost lead engine that surfaces motivated sellers most people miss, especially FSBOs (For‑Sale‑By‑Owner).
I call it the “Zillow loophole” because you’re using Zillow’s public signals and search quirks to find off‑market opportunities before they bake into the MLS or hit every investor’s inbox.
This is a practical, playbook‑style guide: visuals, benefits, flow (VBF). No fluff.
You’ll get the exact search patterns, filters, verification steps, outreach scripts, follow‑up cadence, and CRM tracking you need to turn Zillow FSBOs into closed deals.
Why FSBOs from Zillow are worth hunting
Higher owner control: Sellers listing FSBO often want faster, simpler exits and don’t enjoy agent friction. That can mean flexibility on terms.
Less competition: Major brokers’ alerts and automated dispo lists often ignore FSBO or underprice the opportunity to avoid agent conflict.
Early discovery: Some FSBO entries show before serious agents grab them, giving you time to build rapport.
Easy public data: Zillow listings, property records, tax info, and owner contacts are publicly accessible and quick to verify.
Benefit: find motivated sellers with fewer competitors and higher chances to negotiate terms people prefer (speed, convenience).
Visuals to use (before you start)
A browser window with Zillow’s map search visible (use Chrome; right‑click for screenshot).
A spreadsheet template showing fields to capture (address, Zillow URL, price, date listed, contact method, notes).
A simple map of your target neighborhoods with pins for new FSBO hits.
Why visuals matter: when you scan fast, the map + spreadsheet + screenshot combo gives immediate context, so you don’t have to re‑search later.
The flow (how this works in practice)
Find new FSBO entries on Zillow using targeted filters and map scanning.
Verify basic facts fast (tax records, mortgage, ownership name).
Score the lead quickly (motivation, timeline, price gap).
Reach out with a short, human message tailored to their signal (FSBO = convenience emphasis).
Follow a tight cadence and escalate to phone/visit if they respond.
Track every interaction in your CRM and move high‑intent leads to the hot queue.
Flow benefit: you move fast, prove credibility, and avoid the busybody trap where every investor floods the listing.
Step 1: Zillow: exact searches and filters that work
Use Zillow’s main search and switch to the map. Zoom into your target micro‑neighborhood (don’t search whole counties; too noisy).
Filters to set: For Sale; Keywords: "by owner" or "for sale by owner"; Beds/Baths and price range that match your buy box.
Sorting: Sort by newest/most recent listing (there’s a drop‑down on results). New FSBOs often show up with the FSBO tag or by owner text in the description.
Pro tip: Use the “Make Me Move” and “Zillow Owned/For Sale by Owner” flags in your query strings if available. If Zillow’s UI changes, search the description for “owner” (via page find).
Pro tip 2: Use the map’s heat of pins, if you see a cluster with one new FSBO pin, right‑click and open all nearby pins in tabs. Speed kills.
Why this works: Zillow’s UI returns FSBOs with owner text and they often debut before MLS agents re‑post or escalate the marketing spend.
Step 2: Watch the meta signals (what the FSBO is telling you)
Low photo count + short description: sellers who don’t want a big listing push, often motivated to avoid hassle.
“Price to sell” language or “needs work” in description: direct hint of motivation.
Multiple contact methods (phone + email) and immediate response claims: owner ready for calls.
Days on site: if it’s brand new (0–3 days) move fast; if it’s been on Zillow for 30+ days with price reductions, the owner may be testing the market but still open.
Benefit: meta signals let you triage who to call first.
Step 3: Rapid public record verification (90‑second check)
Open three tabs: Zillow page, county tax assessor, and Google Maps/Street View.
What to verify in 90 seconds:
Owner name vs. Zillow contact (is the owner on title?)
Outstanding mortgage info (approximate payoff) via tax/title records or county auditor
Recent sales history for the property (last sale date, price)
Any obvious code/tax liens or preforeclosure flags (public records) that indicate urgency
Google Street View for exterior condition and neighborhood cues
Why fast verification: you avoid chasing vanity listings and target owners with real leverage (owed mortgage, liens, or moving timelines).
Step 4: Lead scoring: simple 1–10 system
Score each FSBO on these scaled inputs and total them (1 = low; 10 = high):
Motivation signal (0–3): language + tag + price drops
Timeline (0–2): urgent move date or mortgage pressure
Price gap (0–2): ARV vs. list price gap that leaves room for a spread
Accessibility (0–1): owner contact info present and non‑agent
Condition (0–2): obvious rehab potential (more upside)
What to prioritize: leads scoring 6+ get immediate outreach; 4–5 go into warm follow-up; 3 or less get a nurture tag.
Benefit: prioritization prevents wasting time on window shoppers.
Step 5: Outreach that actually works (templates & timing)
VBF rule: Visual (screenshot + quick fact), Benefit (what you do for sellers), Flow (clear next step)
Use the channel the owner prefers. Start with SMS if phone is listed (higher open rates), fallback to email, then phone call. Keep messages short and human.
SMS template (first contact):
Hi [Name], this is [Your First Name], I saw your FSBO at [Street], great location. I buy properties as-is for cash and can close on your timeline. If you want a quick, no-pressure valuation or cash offer, reply “YES” and I’ll send details. If not, no problem. , [First]
Email template (first contact):
Subject: Quick, no‑pressure option for [Street]
Hi [Name],
I’m [Full Name] with [Company]. I noticed your FSBO listing on Zillow and wanted to offer a quick, no‑pressure option: a cash offer as‑is with flexible timing. I’m local and I work with sellers who want speed and no repairs. If that sounds useful, reply and I’ll schedule a 10‑minute call or send an offer. If not, thanks for your time.
Best, [Name] [Phone]
Phone opener (if they answer):
“Hi [Name], I’m [Name], saw your FSBO on Zillow. Quick question: what’s most important to you right now, price, timing, or avoiding repairs?”
Why these work: they’re short, validate the owner’s listing, and ask a single, low‑effort next step.
Step 6: Follow‑up cadence (don’t be needy; be persistent)
Day 0: SMS/Email/Call
Day 2: Second short SMS (value reminder + social proof): “Hi [Name], quick follow up, closed similar house on [nearby street] last month. If you want a quick number I can share one today.”
Day 7: Handwritten note or door hanger (if local and safe), adds trust and differentiates you from digital noise
Day 14: Final SMS offering a “last check” and asking if their situation changed
If they respond, shift to a short call and attempt to book a walkthrough the same week. If they ask to think, use the “I’ll follow up” timeline and set a specific date.
Benefit: this cadence balances persistence without pestering and creates multiple touchpoints across channels.
Step 7: Convert interest to appointment quickly
If they reply, your job is to get a short meeting: a virtual walkthrough, scheduled call, or in‑person showing. Use micro‑commitments:
“Can I walk it next Tuesday at 4pm? It’ll be a 15‑minute visit.”
“If it’s easier, do a FaceTime walkthrough, same thing, 15 minutes.”
Bring value: comps, a quick valuation range, and a clear next step for offer or no‑offer.
Why speed matters: sellers lose interest or take other offers if you dawdle.
Step 8: Handling common FSBO objections
Objection: “I’m testing the market myself.”
Response: “Totally fair, testing is smart. I can give you a quick, no‑obligation cash estimate so you can compare apples to apples.”
Objection: “I want full market value.”
Response: “I hear you. Sellers often choose a guaranteed, fast close when they value speed and convenience. If you want, I’ll show both options so you can decide.”
Objection: “We already have showings scheduled.”
Response: “Understood, let’s do this: I can give you a cash range today and you can keep showing. If the offers don’t work out, we’ll already be on the same page.”
Why this works: you respect their process while offering a low‑friction alternative.
Step 9: Automations and scaling without spamming
Use a Zapier or Make flow: new Zillow URL saved to your spreadsheet triggers a webhook that creates a lead in your CRM.
Auto‑SMS templates for Day 0 and Day 2, but keep manual personalization before Day 7 (handwritten note or door hanger).
Tag FSBOs by neighborhood and set a monthly revisit automation for low‑score leads.
Scaling tip: automation does the grunt work; human follow-up closes the deals.
Step 10: Compliance, ethics, and safety
Respect privacy: don’t scrape or redistribute private info. Use public data and owner‑posted contacts only.
Local laws: check local cold‑call and do‑not‑call list rules before mass calling or texting.
Safety: if you visit a property in person, always tell someone where you’re going and meet in daylight.
Why this matters: being above board keeps your brand clean and prevents legal headaches.
Scripts: short, mid, and long versions
Short SMS (0–1 lines):
Hi [Name], saw your FSBO at [Street]. I buy as‑is for cash and can close on your timeline. Reply YES to get a quick number. , [Name]
Mid Email (3–5 lines):
Subject: Quick cash option for [Street]
Hi [Name], I’m local investor [Name]. I can give a fast cash offer as‑is and close on your timeline. If you’re open, I’ll send a 2‑minute valuation or schedule a 10‑minute call. , [Name]
Longer Call Script (use only if they answer):
“Hi [Name], this is [Name], I saw the FSBO. Quick question: are you more interested in speed, price, or avoiding repairs? (pause) Great. Based on that, a short walkthrough/FaceTime will let me give you a realistic cash range today. When’s good, Tuesday or Thursday?”
Tracking, metrics, and KPIs to watch
FSBOs found per day/week
Contact rate (owners contacted / FSBOs found)
Response rate (replies / contacts)
Appointment rate (walkthroughs / replies)
Conversion rate (offers / appointments)
Close rate (closed deals / offers)
Time to close (average days)
Why metrics matter: they tell you whether the loophole is feeding real volume or just noise.
Case study (realistic example)
Neighborhood: Inner ring suburb (mid rehab market)
Tactic used: Map zoom + new FSBO filter + 90‑second verification + SMS + Day 2 follow up + FaceTime walkthrough
Result: Found FSBO with 4 photos and short description “owner moving, needs gone.” Verifed mortgage owed ~ $75K, owner name matched county records, seller timeline 30 days. Replied to SMS same day, FaceTime walkthrough scheduled 2 days later, cash offer within 24 hours, closed in 18 days. Spread was $40K after rehab and fees.
Lesson: speed + respectful persistence wins.
Final checklist (copy into your CRM or notebook)
Map the target micro‑neighborhood
Search Zillow for FSBO, newest first
Screenshot listing and save URL
90‑second verification: tax, mortgage, Street View
Score the lead (1–10)
Send Day 0 SMS/email/call
Day 2 follow-up with social proof
Day 7 physical touch (note/hanger) if local
Move interested leads to an appointment fast
Log every step in CRM and set reminders
This is not a magic hack. It’s a repeatable workflow.
The Zillow loophole is simply about using public signals, speed, and respectful persistence to surface FSBO sellers who prefer a direct, low‑friction solution.
