Ad Copy That Works for FSBOs and Expired Listings

Getting the attention of FSBOs (For Sale By Owners) and expired listings isn’t easy. These homeowners are often skeptical of agents, frustrated from past experiences, or convinced they can do it on their own.

But if you know how to write ad copy that speaks directly to their pain points and offers a solution, you can cut through the noise and win appointments that lead to signed listings. Great copy doesn’t just describe your services—it positions you as the answer to the problems these homeowners face every day.

Why FSBOs and Expired Listings Need a Different Approach

Generic “I can sell your home” ads rarely work with FSBOs or expired listings. These sellers are not typical cold leads. FSBOs often believe they can save money by avoiding commission, while expired listings are frustrated after wasting months without a sale. Both groups need reassurance, not just a sales pitch.

Ad copy must do three things at once:

Acknowledge their frustration or skepticism
Provide a clear benefit they can’t ignore
Show that you’re different from the last experience they had

When you craft your message with these principles, your ads become magnetic.

Action Tip: Before writing ad copy, make a list of the top three objections FSBOs or expired listings might have in your market. Address those objections head-on in your headlines and primary text.

The Psychology Behind Ad Copy That Converts

Great copy works because it taps into psychology. FSBOs want control. Expired listings want hope. Both want certainty that their next move will work. The more your ad copy speaks to these emotions, the more effective it becomes.

Here are a few psychological triggers to use in your copy:

Urgency: “Don’t wait another 30 days with no offers.”
Authority: “Proven system that closes homes 30% faster than average.”
Relatability: “We understand why your last listing didn’t sell.”
Simplicity: “One call is all it takes to relaunch your home the right way.”

Action Tip: Choose one psychological trigger per ad campaign. Trying to use all at once will dilute the message.

Writing Ad Copy for FSBOs

FSBO homeowners believe they can save money by handling the sale themselves, but often underestimate the effort and skill required. Your ad copy should highlight the hidden challenges of selling alone, while positioning you as the stress-free alternative.

Example FSBO Ad Copy Ideas

Headline: “Struggling to Sell Your Home Alone?”
Text: “FSBOs often spend months trying without results. Our proven system sells homes in less time—and for more money. Let us do the work while you focus on your next move.”
Headline: “Save Time, Stress, and Lost Buyers”
Text: “Most FSBO sellers lose out on qualified buyers. We bring the buyers directly to you and handle everything—so you get top dollar without the headaches.”
Headline: “Your Home Deserves More Than DIY Marketing”
Text: “From professional photos to Facebook ads and AI-powered lead follow-up, we make sure no buyer slips through the cracks.”

Action Tip: Use empathy first. Start your copy with their struggle (“tired of endless showings?”) before transitioning to your solution. Sellers need to feel understood before they’ll listen.

Writing Ad Copy for Expired Listings

Expired listings are homeowners who have already been burned once. They’re skeptical of promises and need proof that your approach is different. Your ad copy must rebuild their confidence and offer a clear path forward.

Example Expired Listing Ad Copy Ideas

Headline: “Did Your Listing Expire Without Selling?”
Text: “It’s not your home—it’s the strategy. We specialize in relaunching expired listings and getting results fast. Don’t waste another 90 days—get buyers through your door this week.”
Headline: “Your Home Deserves a Fresh Start”
Text: “When listings expire, it’s usually because of weak marketing or poor follow-up. Our proven system fixes both. More buyers, more offers, faster results.”
Headline: “Don’t Relist Until You Read This”
Text: “Most expired listings fail because of one of three avoidable mistakes. We’ll show you what went wrong—and how we’ll make it right.”

Action Tip: Include a credibility booster in your expired listing ads—like “average 15 days on market” or “sold 10 expired homes last year.” Hard facts calm skepticism and build instant authority.

Proven Formulas for Real Estate Ad Copy

To make writing easier, you can rely on copywriting formulas that consistently work. Here are two of the best for FSBOs and expired listings:

Problem–Agitate–Solve (PAS)

Problem: “Tired of no-show buyers and wasted weekends?”
Agitate: “Many FSBOs end up stuck for months with no serious offers.”
Solve: “We bring you pre-qualified buyers and handle everything—so you can finally move forward.”

Attention–Interest–Desire–Action (AIDA)

Attention: “Your listing expired. Now what?”
Interest: “Don’t risk waiting another 90 days for the same result.”
Desire: “Our marketing system attracts more buyers and stronger offers.”
Action: “Click below to schedule your free expired listing review.”

Action Tip: When you’re stuck writing ads, use PAS or AIDA as a framework. Fill in each section with seller-focused language and you’ll have high-converting copy.

Making Ad Copy Stand Out

The biggest mistake agents make is sounding like everyone else. If your ad copy reads, “I can sell your home fast,” you’ll blend into the noise. To stand out:

Use real numbers (average days on market, recent listing stats).
Call out their exact situation (expired, FSBO, tired of showings).
Add emotion (“Stop losing sleep over a home that won’t sell”).
Offer something of value (a free market report, guide, or strategy call).

Action Tip: Run A/B tests on your ads. Try two versions of the same ad with different headlines. Often, small changes in wording can double your response rate.

Turning Copy Into Conversations

Remember: the goal of ad copy isn’t to close the deal—it’s to start the conversation. Once a FSBO or expired listing clicks your ad, your automation tools, CRM, and follow-up sequences take over. Great copy grabs attention, but consistency in follow-up is what wins the listing.

Action Tip: Always connect your ads to a landing page with a simple call to action, like “Book a free home-selling strategy session.” Don’t overwhelm them—give them one easy next step.

Final Thoughts

Ad copy is the bridge between skeptical sellers and your proven system. When you speak directly to FSBOs and expired listings with empathy, authority, and a clear solution, you turn resistance into opportunity. The right words don’t just fill your pipeline—they build trust before you even step into the living room.

Your competitors are still running generic ads that sellers scroll past. You’ll be the agent who understands their pain, speaks their language, and offers the system they’ve been searching for. That’s how ad copy turns into contracts, and contracts turn into commission.

Action Tip: Write three new ad headlines this week—one for FSBOs, one for expired listings, and one using PAS or AIDA. Test them in your next campaign and track which one gets the most clicks. Then double down on what works.