Marlborough-based for sale by owner (FSBO) website ISoldMyHouse.com is now allowing all home sellers to list their properties for sale for free on the site as part of its nationwide roll-out.

The firm, founded in 1997, said the move is intended to emphasize the site’s greater level of service compared to other FSBO sites – and to adjust to changes in web practices which have made for-pay sites more unpopular.

“We want to be a resource to help people sell their house, not just a site for people to buy things from,” ISoldMyHouse.com President Owen Gilman told Banker & Tradesman. “The old FSBO model was really, you put your house on the site, you pay a couple hundred dollars, and you’re on [the site] until you sell, depending on the terms of the company that you were with, and that was our model as well.

“What we’re doing with the site now is: If you can show it, you can pretty much get full service from us in every other respect,” Gilman continued. “We give them a book on how to sell it, we have the legal paperwork for them, we’re a licensed broker and we have a broker in every state to be able to do licensed business.”

ISoldMyHouse.com will rely on advertising for its revenue, although it does still charge a fee for placing the home on the local MLS. Free listings may be accompanied by up to three photographs. Sellers will also be able to call in to receive advice from licensed brokers.

“Everything from offer letter to the PNS, even the transfer of funds at closing, they can do it online through our site,” Gilman said. “There’s no need anymore to go to an attorney, or anybody outside of your home.”

In a year when the National Association of Realtors has touted figures suggesting more consumers are choosing to work with agents, Gilman said he isn’t worried about the health of the FSBO sector. While he acknowledges that FSBOs are only a small percentage of the overall market, he thinks a site like his has sustainable appeal.

“We’ve [been approached by] a lot of brokers who hope that by helping our FSBO people, that someday they’re going to go and use the broker when they can’t sell it themselves,” Gilman said. “But they haven’t had a lot of success with that, because [sellers have] been doing better using the tools we had on the site and they didn’t want to go to somebody else and lose the control they had.”

And he sees plenty of room for that base to grow.

“If you see with people online, if you can make it easier and cheaper, it’ll get done online,” he said. “There’s a reason it’s a topic of conversation for [full-service brokers] and not a topic of conversation for us.”