The Ultimate For Sale By Owner Toolkit: What You REALLY Need

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By Jaime Dunaway-Seale Updated March 9, 2023
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Edited by Kristy Snyder

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Tools for preparing your home | Tools for listing | Tools for marketing | Tools for pricing | Tools for paperwork | Tools for closing | FSBO alternatives

Selling your house without a realtor is hard. Without the support of a licensed real estate agent, you'll have to find buyers, price your home accurately, negotiate, and complete the necessary paperwork — all by yourself.

If the work seems overwhelming, check out this list of tools to help you through every stage of the home selling process.

Although selling your home without an agent may seem like a great way to save on realtor fees, it's trickier than many people expect. FSBO statistics show only about 11% of FSBO sellers succeed.

A better option for those who don't have time to sell FSBO is to work with a low-commission real estate company. Clever Real Estate pre-negotiates discount rates with top-rated agents in your area. You'll get the full-service support you need at a fraction of the cost — just 1.5%, compared to the typical 3% listing fee.

Tools for preparing your home for sale

The most difficult task for FSBO sellers is fixing up their homes for sale, according to the National Association of Realtors (NAR). You'll need many of these tools even if you have an agent, but a realtor can help you prioritize which work is the most important.

1. Inspector

A home inspector examines the condition of your home, including the heating and air, plumbing, electrical, roof, walls, floors, windows, doors, and foundation. 

Costs vary depending on your location, the size of your home, and its age, but the U.S. Department of Housing and Urban Development estimates you'll spend between $300–$500.

Where to find one

Why you need one

A buyer usually schedules an inspection after you accept their offer, but you can get one beforehand so you'll know what needs to be repaired.

In some contracts, the results of a home inspection allow the buyer to renegotiate or back out of the deal. You won't want to be surprised by the findings and potentially miss out on a sale. 

A pre-sale inspection can also give buyers peace of mind — especially if they believe a FSBO seller won't disclose known defects. It may give them the confidence to submit a higher offer.

2. Contractor

Depending on the results of an inspection, you may need to make repairs. A general contractor or handyman can fix problems like a broken garbage disposal, leaky toilet, or cracked tile before your home hits the market.

Where to find one

Why you need one

Improvements can boost the value of your home and increase the likelihood of a quick sale. Collect bids from several contractors to make sure you're getting the best deal.

📚 Read: The 8 Most Important Repairs to Make Before Selling Your Home

👋 More info: Three Must-Take Steps to Get Your Home Ready to Sell

3. Landscaper

Landscapers can perform everything from basic tasks, such as planting and weeding, to more difficult jobs like installing water features, changing the gradient of the land, and laying new garden pavers.

Where to find one

Why you need one

Homes with good curb appeal sell for 7% more, according to REALTOR Magazine. A general rule of (green) thumb is to invest 10% of the value of your home in landscaping.

4. Professional stager

Stagers help buyers see the potential in every room by arranging the furniture and decor to highlight the home's strengths and make it look spacious.

Prices will vary, but the average cost is about $1,460, which includes furniture and decoration rentals, according to HomeAdvisor.

Where to find one

Why you need one

Nearly 50% of people said staging was extremely or somewhat important in their decision to buy a home, and 23% of buyer's agents said it increased the offering price by up to 5%.

Staging also improves the likelihood of a quick sale, with 31% of sellers noting a "greatly decreased" time on the market for staged homes, according to the NAR's 2021 Profile of Home Staging.

5. Lockboxes

Lockboxes are coded boxes containing keys to the property. They're usually placed around a doorknob or elsewhere outside the house. Agents can access the keys via combination, keypad, or Bluetooth to show the property when the seller isn't home.

Where to find one

  • SentriLock is the official lockbox of the NAR because it is the most secure, versatile, and durable lock for protecting your home. Supra, Master Lock, and KeyGuard are other established brands you can buy online.
  • Shop on Amazon or in person at Home Depot or Lowe's.
  • If you have an agent, they'll provide you with one for free.

Why you need one

Most buyers will want to tour your home in person. If you stay for a showing, it could be awkward for the buyer. Lockboxes are a great way to keep your home secure while allowing agent access when you're away.

Tools for listing your home

More than 50% of buyers found the home they purchased online. One of the main places buyers and agents look is the Multiple Listing Service (MLS), a regional, online database of home listings that populate onto major real estate websites, such as Zillow, Trulia, and Realtor.com.

Only realtors can post on the MLS. If you want access, you'll have to pay a company to list on the MLS for you. 

You can still market your home for free on social media or real estate websites like Zillow, but your exposure may be limited.

6. Flat-fee MLS

A flat-fee MLS company allows FSBO sellers to post on the MLS in their region for a fee.

Where to find one

Why you need one

A flat-fee MLS listing service is a great choice for FSBO sellers who want their home to receive maximum online exposure. 

A flat-fee service costs around $100–$1,000, depending on what services are included in your package. That's much cheaper than paying 3% commission to a seller's agent.

However, the cheapest option will include the MLS listing only. More expensive plans might come with free changes to your listing, a longer listing term, downloadable contracts, and home pricing assistance. 

If you need several add-ons, you'll save less than you planned and still be stuck with most of the work. It may be better to work with a low-commission real estate company.

Our friends at Clever pre-negotiate discount rates with the top agents in your area. Clever Partner Agents offer full-service support for a fraction of the full-service price.

👉 Explore more: Read This BEFORE You Pay for a Flat-Fee MLS Service

7. For sale by owner websites

There are several well-established and recognized for-sale-by-owner brands that cater specifically to people wanting to buy or sell FSBO homes.

Top FSBO websites

  • FSBO.com offers a low-cost package. For $99.95, you can publish your listing on its website for six months. In some markets, it will syndicate your listing to Redfin. 
  • It's free to list on ForSaleByOwner.com for 30 days. The free package includes 20 photos and print-at-home flyers. 
  • Fizber has a free option with a listing description and unlimited photos.

Why you need them

Listing your home on an FSBO-specific site is free or cheaper than paying for a flat-fee MLS. You can specifically target FSBO buyers and won't have to compete with agent-listed homes.

Although many of these sites have packages that post on the MLS, the free or lowest-price plans will only list to their websites.

📚 Read: Best for Sale By Owner Websites

8. Real estate websites

Online real estate databases let home buyers and sellers view and list a property for free. These websites pull data from the MLS, but some allow FSBO sellers to manually input their listings.

Top real estate websites

  • Consider Zillow. It's one of the most popular home search tools with a database of more than 135 million properties. 
  • Another option is Trulia. It pulls listings from Zillow and provides a breakdown of costs for the property, including taxes, insurance, and association fees.

Why you need them

Posting on Zillow and Trulia is free and allows you to market your home on the leading real estate websites in the United States. Your post will be accessible to millions of potential buyers. 

Unlike using a flat-fee MLS, you can upload unlimited photos and videos. 

However, Zillow and Trulia prioritize MLS homes. To see FSBO listings, buyers must use filters they may not know to try.

💡 Learn: Read This Before You List Your FSBO on Zillow 

👋 More: The Best Home Buying Websites for Every Need

9. Social media

Although social media aren't dedicated to real estate, you can still use these platforms to share your listing from another site or create your own post with pictures and information.

Top social media sites

There are plenty of social media platforms, including:

Why you need them

Sharing is free, and you can reach a lot of people where they're already spending time. It's easy to boost exposure by asking friends and family to share your post or paying for an inexpensive digital ad. You can also target a specific audience by posting in certain groups and using relevant hashtags.

Tools for marketing your home

If you don't have a buyer already lined up, you'll need to market your home. Agents will have a lot of experience and plenty of marketing resources available, so you'll need to think critically about the most effective ways to reach potential buyers.

Here's how FSBO sellers advertised their homes in 2020.

10. Professional photographer

A real estate photographer takes photos and videos to make a home look attractive online. 

Prices usually start around $100 and increase from there depending on what visuals you want. Twilight photography, aerial images, and videos will likely cost more.

Where to find one

  • Check out Zillow's directory of photographers.
  • Search the Real Estate Photographers of America & International database.
  • Google photographers near you.
  • Look at listing agents' websites. If they have great photography, look for photo credit somewhere on the site.
  • Ask friends and family for references. Just make sure their recommendations specialize in real estate photography — not weddings, portraits, or other forms. Vet suggestions by viewing portfolios online.
  • If you decide to take photos yourself, invest in quality equipment. Your iPhone won't cut it. Invest in a DSLR camera, a tripod, lights, and editing software, such as Photoshop and Lightroom.

Why you need one

Professional photos make your home visually stand out online. About 77% of buyers said viewing professional photos was extremely or somewhat important in their decision to buy a home, according to Zillow.

11. Yard sign

About 25% of FSBO sellers use a yard sign, making it the most common way they advertise their homes, according to the NAR.

Where to find one

Why you need one

Yard signs are cheap advertising — typically costing around $15. They could cost more depending on the size and material you choose. 

Stick one in your lawn to catch the eye of drivers, joggers, bikers, and other local buyers in your neighborhood.

Remember, the internet is where most buyers find their homes, so a yard sign might not be the most effective form of advertising. Only about 7% of buyers found their home through a yard sign, according to the NAR.

12. Flyers and brochures

Advertise your home outside your immediate neighborhood with paper ads that can be publicly posted or distributed.

Where to find them

  • Personalize an eye-catching template on Canva or another design app you can use for free.
  • Build a flyer on InDesign from scratch. If you don't already have the program, it's expensive. But, you can sign up for the free trial and cancel when you're finished.
  • Print some at your local office supply store.

Why you need them

Flyers and brochures are another cheap form of advertising, and they'll likely have greater reach than a yard sign. Ask to hang them up at your local coffee shop, bookstore, or gym. 

If you have an open house, hand out brochures to your guests. When they leave, they'll have a way to remember your property.

13. Advertisements

Paid messages that promote your property can reach an audience outside your neighborhood or circle of friends on social media.

Where to buy one

  • Pay for an ad to boost your post on Facebook, Twitter, or Instagram.
  • Take out a print ad in your local newspaper or magazine.

Why you need one

Social media ads are a powerful tool because you can target certain demographics and users by location. Online metrics show how your post is performing and allow you to adjust your strategy.

Digital advertising will likely be more effective than print. Only 2% of buyers used newspaper or magazine ads frequently in their home search, according to the NAR.

Tools for choosing the right price

Most people sell their homes FSBO to save money on agent commission fees. But research shows that FSBO homes actually sell for about $77,000 less than agent-assisted homes. 

Sellers lack knowledge of the market and pricing trends, resulting in homes that are overpriced or underpriced. Use these tools to set the right listing price for your home.

14. Appraiser

An appraiser visually inspects a home and assesses recent sales of similar homes and market trends to determine value. An appraisal will cost anywhere from $300–$400, but it's worth the money if it saves you from undervaluing your home by thousands.

Where to find one

  • Search the NAR's Find a Realtor tool. Select “appraiser" from the designation list. 
  • Search your state's licensing and certification board for a registry of professionals.
  • Check the National Registry of Appraisers.
  • Find an appraiser through the Appraisal Institute. 
  • Look for official designations, such as Senior Real Property Appraiser and Senior Residential Appraiser, which mandate strict professional standards and ethics.

Why you need one

Don't let emotions get in the way of your sale. An appraiser can objectively determine what your house is worth if you're unsure of its value.

15. Comparative market analysis (CMA)

Real estate agents use CMAs to estimate a home's value by examining comparable properties that have sold recently in the same neighborhood.

Where to find one

  • A real estate agent will do a CMA for you if you have one. If you don't, many realtors will do this for free in the hopes of gaining your business if you decide to forego FSBO.
  • Buy a report from US Home Value. The analysis is overseen by a human, which is more than you can expect from the Zestimate on Zillow.
  • Purchase a CMA as part of a flat-fee MLS package.

Why you need one

A CMA is one of the best tools to help you determine an appropriate asking price for your home. The report can tell you how long comparable homes took to sell and if they sold above or below asking price. Learn more about CMAs in real estate.

16. Home value estimators

Many popular real estate websites have home value estimators that can help you price your home. Finding the estimated value of your home is as easy as typing in your address. You can also search recently sold homes to perform your own CMA.

Where to find one

  • Start with Zillow and Trulia. Zillow’s estimate is within 10% of the final sale price more than 95% of the time in most parts of the United States. However, it's only as accurate as the information submitted to the site. It may not reflect renovations or additions. 
  • Look on Redfin. The site has one of the most accurate home value estimators, according to our research of five popular real estate websites. The estimate is within 1.8% of the final sale price about half the time for homes for sale. It's within 5.98% of the eventual sale price around half the time for homes currently off the market.
  • Check RE/MAX and Realtor.com. These sites don't have their own algorithms. Instead, they aggregate results from other estimators. Use RE/MAX or Realtor.com if you want to know how much your home may be worth without visiting other sites individually.
  • Use Eppraisal.com. The site pulls public records to provide you with its own estimate. In some cases, it uses Zillow's Zestimate.
  • Input information about your home into the HomeGain.com estimator. The downside is that you have to provide your email to receive an estimate. You won't get immediate results, and you'll likely end up on an email list.
  • Use the Federal Housing Financing Agency home price index calculator. The calculator does not project the value of your house. Instead, it estimates what a house purchased at any point in time would be worth today if it appreciated at the average rate of all homes in the area.

Why you need one

Researching home sale prices online is free, so you can get an idea of what your home is worth without paying for an appraisal. 

With a little digging, you can also access information for your own CMA. Listing prices are helpful, but they are not true indicators of value. Rather, focus on the sale price of homes near you.

When comparing homes using value estimators, ask yourself these questions:

  • Does your home have the same number of bedrooms and bathrooms?
  • Does your home have more or less square footage?
  • Is your home in a better or worse neighborhood or school district?

📚 Read: The Most Accurate Home Value Website

Tools for negotiating and paperwork

The second hardest part of selling FSBO is completing the required FSBO paperwork. A ton of documents are required, and as a FSBO seller, you're responsible for finding and completing it all. We strongly recommend using these tools to make sure your paperwork is free of errors that could result in legal or financial problems.

17. Negotiator

Before you sign a purchase agreement, you'll need to nail down the details of the contract. If you don't have experience brokering high-stakes deals, a contract negotiator can offer advice or orchestrate the deal.

Negotiators may charge an hourly rate, a flat fee, or a commission.

Where to find one

  • Agents will negotiate on your behalf as part of their commission fee. 
  • Purchase a flat-fee MLS package with negotiation support.
  • Do an online search for negotiation professionals in your area.

Why you need one

As a FSBO seller, you'll be up against a professional agent who has extensive experience negotiating home sales. An NAR report found that 38% of buyers said their agent negotiated a lower price in talks with sellers.

18. Paperwork packages and templates

Selling your home involves a lot of paperwork. It helps to know what you need beforehand. Here's our list of the documents you'll need to close. Read on for more information about where to find them.

For sale by owner paperwork checklist
Must-haves for closing:
Your sales contract (documenting the chain of ownership from the previous owner to you)
Property survey (illustrating the legal boundaries of your property)
Certificate of compliance with local property laws
Mortgage documents (including your latest mortgage statement and payoff amount form)
Tax records and final tax statement
Pre-inspection and/or appraisal reports
Comparative market analysis
Title report
Mandatory disclosures
Final purchase agreement
Closing statement
Property deed
Homeowners association documentation (if applicable)
Nice-to-haves for new owners:
Receipts for past maintenance and home improvements
Manuals and warranty information for appliances
Recent utility bills
Useful for some sellers:
Net sheet to track expenditures, offers, and negotiations (find one from our partners at Clever here)
1099s tax form if your profits exceed your capital gains exemption (more info here)
Show more

Where to find them

  • Some flat-fee MLS packages include paperwork. For example, Fizber sells downloadable state-specific legal forms with explanations on how to use them. Houzeo's top pricing tier has state and federal disclosures available upon request.
  • Purchase contract templates at Office Depot or OfficeMax.
  • Download contracts from your state's real estate commission website.
  • Some forms, like your deed, will be available on your county government's website.
  • Ask your title company. The company will bring most of the documents you need to close and may be able to provide you with the papers you'll need.
  • If you have a contract attorney, ask them what paperwork you need and where to find the documents.

Why you need them

Real estate transactions are regulated by local, state, and federal laws, which all require different sets of paperwork. Not having your paperwork in order could slow the sale or cause legal and financial problems in the future. 

Consider paying for services that provide you with paperwork or help you find documents. You won't have to worry about writing your own contract or tracking down every single paper you need.

19. Contract attorney

Contract attorneys write and revise legal contracts. They don't have knowledge of the local market, and they can't help you negotiate the price of your home, but they can give you legal advice, ensure you comply with local laws, and prevent you from getting sued.

They can also help with:

  • Contingencies
  • Inspection issues
  • Title issues

Experts estimate you could pay $800–$5,000 on a contract attorney, depending on the length of your sale and its complexity.

Where to find one

Why you need one

Hiring a contract attorney is in your best interest if you don't have experience writing contracts and need help understanding legal jargon. A lawyer can ensure your contract complies with the latest laws, is free of loopholes, ensures the best terms for you, and protects you in a breach of contract. 

Selling your own home is fraught with potential legal problems, and protecting yourself with an attorney can get expensive. There's a better option. 

Our friends at Clever can connect you with a top low-commission agent, who will know your local laws. The service is free, and there's no obligation.

💡 Learn: Paperwork You'll Need to Sell FSBO

Tools for closing

You've almost crossed the finish line. Don't let closing be the day you discover problems. Use these tools to ensure a seamless transaction.

20. Title company

A title company is a third party that works with buyers and sellers to research and insure a title. The company collects closing costs, distributes the money, brings appropriate documents to closing, and collects all the signatures. It can also act as an escrow agent, collecting money for property taxes and homeowners insurance.

Where to find one

  • Search the American Land Title Association's membership directory.
  • If you still have a mortgage or are financing a new home, ask your lender. Lenders are required to give you a list of companies in your area that provide closing services, according to the Consumer Finance Protection Bureau.
  • Ask friends and family about providers they've used in the past.
  • Ask your attorney (if you have one) for a recommendation.

Why you need one

A title company can facilitate a smooth closing by ensuring all parties have the right documents and that they are filed with the relevant agencies.

21. Real estate attorney

A real estate agent will likely know your local and state laws, but they can't provide legal advice. A licensed lawyer who specializes in real estate transactions can represent your interests if complex problems arise during the sale.

Where to find one

Why you need one

Twenty-two states require an attorney to be present at closing. Even if it's not required, a lawyer can ensure you comply with local laws and protect you from getting sued.

👋 More info: Do I Need a Real Estate Lawyer to Sell My House?

FSBO alternatives

Work with a limited-service agent

Limited-service agents charge lower rates by offering fewer services than full-service agents. For example, limited-service agents might not help with:

  • Arranging showing appointments
  • Accepting and presenting offers
  • Advising sellers about the merits of an offer
  • Assisting sellers with a counter offer
  • Negotiating

The benefit of using a limited-service agent is that you can choose what services you want and how much you pay. You can purchase services à la carte or pay a flat fee for services bundled into a package.

In some states, minimum-service laws require all realtors, including limited-service agents, to provide a bundle of services. In these states, they can't offer consumers less than what's required by law.

Using a limited-service agent can save you money, but it may not be the best choice for buyers who need a lot of support.

💡 Learn: What is a Limited-Service Real Estate Agent?

Try a discount broker

Some brokerages, such as Redfin, charge discount commission rates by trying to improve inefficiencies in the traditional model. Do your research before selling and understand how discount brokers can save you money.

In some cases, they offer savings by charging higher fees or offering fewer in-person services. They may ask several agents to assist in your sale, meaning you get less personalized support.

👉 Explore more: The Best Discount Real Estate Brokers for Every Budget

Use Clever Real Estate's agent-matching service

Clever is an agent-matching service that connects buyers and sellers with top-performing realtors in their area.

Clever's full-service partner agents are pre-vetted from big-name brokerages like Keller Williams and RE/MAX. They can help with pricing, marketing, contracts, negotiations, and other aspects of the home-selling process you’d otherwise have to do yourself.

When you sell your home with Clever, you'll pay just 1.5% to sell your home with a top agent. The service is free, and you can walk away at any time.

FAQs

Can I list my home on the MLS without an agent?

No. Only licensed realtors can post on the MLS. If you want to market on the MLS in your region, you'll have to pay a flat-fee company to list for you. Using a flat-fee MLS company is typically cheaper than paying the standard 3% seller's agent commission, but you'll miss out on other services a realtor provides.

How can I market my home without a realtor?

About 25% of FSBO sellers use a yard sign, making it the most common way they advertise their homes. But it is not the most effective form of marketing. More than 50% of buyers find their homes online. Maximize digital exposure by paying a flat-fee company to list on your local MLS, which populates onto Zillow, Redfin, and Realtor.com.

Do I need a real estate attorney to sell my house?

Twenty-two states require an attorney to be present at closing. FSBO sellers are encouraged to hire one, even if it's not required by law in their state. A lawyer can ensure sellers comply with local laws and protect them from getting sued.

Where can I find the paperwork to sell my house?

Some contracts and disclosures come as part of a flat-fee MLS package. You can also buy them at office supply stores like OfficeMax and Office Depot. For a free option, search for forms on your county's website or your state's real estate commission. You can also ask your title company for help or consult a real estate attorney.

How do I choose a listing price?

If you're unsure of your home's value, hire an appraiser to determine its worth. Or use home value estimators on Zillow, Redfin, and Realtor.com for free. Ask a real estate agent to compile a comparative market analysis examining similar properties that have recently sold in the neighborhood. Agents will likely do this for free in the hopes of gaining your business if you decide to forego FSBO.

Related reading

Want to learn more about selling your house for sale by owner? Read these articles for more information.

How To Sell Your House Without A Realtor: What You NEED To Know: Selling your own home is tough. Our step-by-step guide makes it easier. 

Do I Need A Real Estate Agent? Learn The TRUTH: This thorough primer explains how realtors can help you buy or sell a home.

11 Best For Sale By Owner Websites: Learn the pros and cons of using websites that help you sell your home FSBO.

Authors & Editorial History

Our experts continually research, evaluate, and monitor real estate companies and industry trends. We update our articles when new information becomes available.

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