The best thing you can do is find a real estate script that you’re comfortable with and that works for you. There is no such thing as a perfect real estate script, although every coach has their own version of that one golden real estate script that supposedly will instantly make you millions. The best thing you can do is find a real estate script that you’re comfortable with and that works for you.
Why not try and get an agent that is a good fit for your writing? Because not every script works for every agent. And because, contrary to what Hollywood would have you believe, not all real estate agents are the same.
And yet, scripts are great for several reasons:
- They let you quickly learn new sales approaches
- They boost your confidence with leads
- They allow you to easily scale your real estate business (especially if you have a team)
How can you use real estate scripts to your advantage without coming across as scripted?
Finding great scripts to adapt to your process is the key to success.
Finding scripts that work can be difficult with the large number of options available.
This article provides a selection of high-performance scripts for real estate agents to use in different scenarios in order to increase the likelihood of closing a deal.
Elements Of A Good Real Estate Cold Calling Script
When you make a cold call, you will be contacting someone who was not expecting your call. In fact, you will be interrupting whatever they were doing and forcing them to talk to you.
Since there are so many scammers who call people daily, it’s understandable why most people would be defensive when getting a cold call.
At the beginning of your script, you should add something to help build rapport and make your listener more comfortable with you.
One way to establish rapport with someone you’ve just called is to give them your name and the reason for your call right away.
If you’re trying to sell a house, it’s generally not a good idea to try and hide the fact that you’re a real estate agent. This is because most people who own houses that are up for sale (or recently expired listings) get called by real estate agents frequently.
Instead, let your energy and enthusiasm shine through. Although what you say is important, how you say it is also key. When you greet the person on the other side, do so with energy and enthusiasm, rather than in a robotic or overly rehearsed tone.
When you’re talking to someone, pretend that you’re talking to a real person and not using words that you normally wouldn’t use. If you can, try to be funny since it’ll help keep the conversation going.
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It Makes Your Listener The Center Of Attention
A great way to build rapport with your prospects is to get them talking about themselves.
You can get to know your clients better by asking them about their homes. Find out what they like most about their home and get details about it such as size, number of bedrooms, and nearby amenities.
You can also find out if they have already found somewhere to go, how quickly they need to sell, and the reason why they are selling their home.
Having a conversation with your prospect will help them feel more comfortable with you and also give you a chance to learn more about their needs and expectations. Pay attention to what they say so that you can show them why you’re the right person to help them.
The book “Influence: Science and Practice” discusses 6 principles of influence, one of which is reciprocity.
The principle of reciprocity involves feeling obligated to give back when someone does something nice for us.
If someone does you a favor, you will most likely return the favor.
If you want your prospect to agree to an in-person meeting, start by offering something of value. The reciprocity principle states that people are more likely to agree to a request if they feel like they owe you a favor. By giving something first, you increase the chances that your prospect will feel obligated to meet with you.
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It Sympathizes With Their Pain…
If you’re looking to sell your home, hiring a real estate agent may be a good idea. This is because agents understand the emotional process that selling a home can be, and can offer reassurance.
If you express empathy towards someone who is frustrated with the system, they will be more likely to trust you.
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It Addresses The Cost Of Not Selling Their Home Right Away
The text is saying that the pain of losing something is a powerful motivator, and that reminding someone of what they stand to lose if they don’t take action can be effective in getting them to take that action.
Make sure to not only remind them of their pain point, but also give them a solution. In this case, the solution is using your services.
Real Estate Scripts: The Ultimate List
#1. The Empathy-Driven Real Estate Script for FSBOs
Here’s an example of a killer real estate script for FSBOs:
Hello, I am not the homeowner, but I can answer any questions you may have about the property.
-Yes
Hi, my name is ____ and I’m working with ____. I’m calling because I might have a few potential buyers who are interested in this house. Can you tell me how much you’re asking for the house?
-$313,000
-Cool! Are you cooperating with any real estate agents?
-No.
Oh, ok, may I ask you why?
-I just don’t feel like they can help me.
I understand why you feel that way. Did something happen in the past that made you feel that way?
-Yes.
do is provide you with three things that you can use to make sure this time you get it right I wouldn’t want you to relive that, so I understand why you’re planning to do it yourself this time. I’m not saying you should hire me right now – I’m just going to give you three things that will help you get it right.
What I’m going to do is give you some valuable information to help you get more money for your house. Obviously, you want as much money in your pocket as possible. Correct?
-Sure
When would you be available to meet so that I can share my ideas with you?
It is crucial to put yourself in their shoes and understand that they had a negative experience with a real estate agent in the past. You must demonstrate to them that you comprehend what they endured and are prepared to help them regain trust.
Once you have allayed their fears about financial loss, address other, minor objections and allow some time for a subsequent meeting.
#2. The Catch-all Real Estate Script for Circle Prospecting
Here’s an example of a cold-calling script that could be used after making a sale in an area of interest.
My name is _____ and I am calling from _____. I am calling to inform you that we have just sold a house in your area.
The buyers we have interested still need new listings to sell them; have you talked to any neighbors who may be interested in selling?
If you knew you could get the best possible price for your home, would you be interested in selling it?
#3. The Heavy Sales Real Estate Script
Below is the FOMO, or Fear Of Missing Out script based on the urgency and opportunity that hot-market prospects can be presented with:
your area. Hi! My name is______with______. I am calling to give you a quick update on the real estate market in your area.
This is to let you know that there have been __ homes that have sold in the last ____ days. I have just recently sold a house for your neighbours ____ for _____. Do you know them?
-Yep
That’s great news! The market price is higher than usual, and it seems like demand is high. Are you thinking of moving out soon?
-Not really
I understand. How long have you lived here?
-4 years
And where did you move from?
-____
Where would you like to move to next?
-_______
When would you like to do that?
frames for each task. If the time frame for the project is less than one month, then you should set up a follow-up meeting and propose time frames for each task. This will help keep the project on track and ensure that everyone is on the same page.
This is what Larry Kendall, the author of the 2018 Axiom Business Book Award Winner, Ninja Selling and a successful realtor with over 40 years experience in the real estate industry, has to say about it:
” Determining a client’s pain points and offering a solution is what makes for a great script. Instead of selling, your focus should be on solving the client’s problem. If you’re going to make a statement, “Tell me more about that” is a great way to get more information from the client.
We want to help our clients by solving their problems, not selling them things they don’t need. We train our salespeople to help them make more money per hour so they can have a better quality of life. Our goal is to change lives for the better.
#4. Real Estate Script for Recently Expired Listings
Below is a script that Mike Ferry, the founder of one of the leading real estate coaching companies in North America and Europe recommends for cold-calling expired listings:
Hi, I’m looking for someone who can help me with my project. Hi there, my name is John with ABC Corporation.
It appears that your home was previously listed as expired, and I was wondering if you would be interested in relisting it.
Are you planning on interviewing any agents to sell your home?
If you sold your home, where would you move to next?
I have to be there already? Ouch!
What do you think prevented your home from selling?
We work with a lot of agents in the area, and we’re always looking to expand our network. We work with a lot of agents in the area, and we’re always looking to expand our network. You were referred to us by one of the agents we work with.
What was the best thing that agent did? (Nothing) Ouch!
What do you think they should have done?
The next agent you choose should be able to provide you with a great experience selling your house.
I’ll introduce you to the agent I work with. Have you not yet chosen an agent to work with? Wonderful! I’ll introduce you to the agent I work with.
Are you familiar with the techniques I use to sell homes? I would like to apply for the job of selling your home.
Would Monday or Tuesday at ____ be a good time to show you ____?
Here’s what Dale Archedkin, the founder of Smart Inside Sales, and a former director of lead generation for a top-5 Keller Williams Realty, has to add:
It is beneficial for agents to mostly ask questions instead of telling, as this allows them to understand the reasoning behind why they are asking questions, and which questions will be most impactful.
The speaker’s favorite technique is to ask great questions and let the prospect talk. The more the prospect talks, the more they like the speaker, and the more likely they are to do business with the speaker. If the speaker does more talking, the prospect will like the speaker less and be less likely to do business with them.
#5. Script for Warming Up Internet LeadsTake it from Barry Jenkins, an award-winning Realtor and CMO at Better Homes and Gardens Real Estate Native American Group‘:
“We receive 30-40 alerts a day that indicate a person has done something significant while on our website. We treat these alerts like new opportunities because we are relying on the fact that we’re talking to the right person at the right time.”
Using the following script, Barry and his team noticed an average 15% conversation to appointment ratio:
In your best ‘I don’t make commission I’m just a customer service person’ voice:
I was checking my records and saw that you never bought that home you were looking for. I wanted to update the notes.
Let your voice trail off and be quiet.
If a potential buyer calls you about a property they saw online, your goal is to regain control over the conversation as soon as possible.
If a potential client asks you a question about the property and you don’t know the answer, saying “I’m not sure” will probably end the conversation.
Our customer success manager Lyndon, after years of working at Zillow with some of the best internet marketers in the business, puts it this way:
The team I’m currently working with is one of the strongest I’ve ever been a part of – they’re great at closing online leads. In fact, they told me that they’ve never failed to close on a listing that the consumer originally inquired about.
In our webinar “Conquer The First Phone Call Like A Boss”, Lyndon shares the script he’s using to regain control over the conversation and turn an inquiring person into a customer:
Use these three open-ended questions right away:
When would you like to go to see it?
What else would you like to see?
What interests you about this property?
The way to do this is to always have control over the conversation and be able to switch the focus from a property to a customer and their needs.
A real estate professional’s job involves a lot of prospecting, or looking for potential customers. A classic way to find potential customers is by cold calling, or calling people who have not expressed interest in your product or service.
There are generally two groups of people when it comes to cold calling- those that use scripts and those that don’t. Those that use scripts credit their success to the quality of the scripts, while those that don’t find them artificial and constraining.
Even though you might not end up using a script verbatim, it can still be a helpful guide for what you want to say and accomplish on a prospecting call.
