Kevin Ray WardFounder & Head Coach at YesMasters Real Estate Success Training

The Angriest FSBOs Are Actually Your Easiest Listings #realestatecoaching #listingagent

17 Jun 2026 · 1 min

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Kevin Ray Ward argues that angry FSBOs and expired listings are easiest to convert if you use the right approach. The founder of forsalebyowner.com tried selling solo, failed, then hired an agent and sold for $150,000 more than his asking price. Ward shares three core moves and scripts to shift hostile sellers' perception and close the deal.

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The angriest, most hostile for sale by owner or expired, those are not your hardest listings. They actually can be your easiest listings if you know the one move that nobody ever taught you. One of the funniest things is that there was a guy that founded a website called forsalebyowner.com. And when he founded it, it was because he didn't want to work with agents. And here's the funny thing. When he got ready to sell his own house, he actually tried to sell it for sale by owner. It did not work. He finally ended up hiring an agent and he sold the house for $150,000 $100,000 more than he had been asking as a for sale by owner. You see, the reality is they need you, they just don't know it yet. All we got to do is get them to a point where they're willing to entertain a possibility that maybe their perception that agents are the enemy is misguided. And all you got to do is get on the other side of that resistance and you win them. And so I'm going to share with you now exactly how to make that happen with 3 core moves and exactly what to say and how to say it.