Successful real estate agents know that finding new clients and expanding their network requires having a specific arsenal of tools at their disposal. These tools should be a mix of traditional real estate strategies and innovative marketing techniques that help them do their jobs more effectively. One tool that many top real estate agents use is a real estate script.
What Are Real Estate Scripts?
These are your go-to answers and responses that will help a potential client shift their mindset in a way that helps them to see the value and what you can offer them. It’s important to remember that scripts are not to be used to fill an entire conversation. They are simply ways to start and end a conversation that generate curiosity and interest and leave the client feeling confident in their decision to work with you.
All of the work in the middle is unique to you and the client and the situation. We can’t expect to build relationships with people if all of our conversations have been pre-planned and scripted. The conversation that happens in between the scripts is where the magic happens.
The Goal of the Real Estate Script
How many real estate agents get discouraged when they don’t close a deal the first time they reach someone via cold calling or meet with a potential client? In reality, agents very rarely convert a sale during the initial contact. The goal of using a script should not be to have the client hire you the first time they talk to you. The goal of the script should be to generate a rapport and build a foundation for a relationship, and schedule a time to talk to the client again.
If you can build enough trust in this initial conversation that the client is willing to discuss their options further with you at a later time, you’re already improving your chances for conversion.
Five Helpful Scripts For Real Estate Agents
So how do you know what real estate scripts to use and when to use them? Here are five common situations where a real estate script can be helpful, and examples of scripts that you can customize to use as your own.
The Situation: A seller is determined to sell the house on their own. They’re not interested in using a real estate agent.
The Goal: When you’re talking with a seller who is determined to sell their home by owner, you have to approach the conversation carefully. Most of the time, they already have their mind made up, and are skeptical of any conversation with a real estate professional. Your goal is to find out why they’re so set on selling on their own, and try to validate their feelings while also trying to change their mind.
“Hi, my name is (your name) and I’m looking for the owner of the home for sale located at (address.)”
“Great. I’m a real estate specialist in the area and I’m calling to get more info about the property you’re selling. Can you confirm a few things for me so that I have accurate information for my database?”
“Excellent. The home has X bedrooms and X bathrooms, is there anything unique about these rooms that you’ve added since you’ve owned the home?”
“Have there been any updates to the kitchen? Living areas? Outside space?”
“Great. That’s what I need to know. I’ve heard great things about your neighborhood, is there anything you think a buyer would need to know about the neighborhood or the community?”
“Wonderful. Now while I’ve got you on the phone, I just have to ask, is there a particular reason why you’re selling this home by owner?”
[Seller responds] (don’t want to spend the money, a bad experience with real estate agents, etc)
“I get that. I’ve looked at the data for your house and it looks like a great property. Would you be open to a discussion about me representing your home? No pressure, but with the info you’ve given me and what I know about homes in your area, we’d be able to get this home sold.”
[Seller responds] If the answer is a definite no, don’t push. If they are wavering, move forward.
“What if we just scheduled a 20-minute phone call later this week? I could explain my processes and strategies with no obligation. I just want to make sure you know all of your options.”
[Seller responds] Choose the date and time that works best for the seller. Preferably in the next 2-3 days.
The Situation: The listing has expired. Something went wrong and the home didn’t sell as planned.
The Goal: To figure out what happened and why the home didn’t sell as expected, open up a conversation about modifying the selling strategy for better results.
“Hi (name) It’s (your name) and your property just popped up in my database as being an expired listing. Can I ask a few questions about your home?”
“Wonderful. If you had to guess, why would you say the home didn’t sell as quickly as you hoped? I know how frustrating it is to have your home just sit on the market. What do you wish your agent would have done differently?”
“When will you start looking for a new agent? And what will you be looking for in this new agent? What would you say needs to be different this time?”
“All very valid points. Your home is beautiful and I love the (add a unique feature). With the right agent, I’m confident we could get the home sold. Can I formally request an interview to be your next agent?”
[Seller responds] The goal here isn’t necessary to step into a contract but to secure a day and time for further discussion.
The Situation: You want people to sign in at an open house. This will help you expand your network and get to know who potential buyers are in the area.
The Goal: To collect contact information from potential buyers and sellers in the area. Sellers often attend open houses to get an idea for comparable homes for sale in their area, and open houses can be a great way to get found by clients.
“Hi! Welcome! Come on in. I’m (name) from (company) and I’m happy you’re here. Are you looking for a home in this area?”
“Excellent. Take a look around and let me know if you have any questions.”
[Visitor tours home]
“Thanks for coming in today. What did you think? Thanks for that feedback. Before you go, would you mind providing some of your contact info? I promise not to hound you, but if something else comes up that matches your criteria I’d love to send it your way!”
“Thanks for coming in today. What did you think? Thanks for that feedback. Before you go, would you mind providing some of your contact info? I promise not to hound you, but if I meet a buyer this weekend who is looking for something like your property, I’d love to get you guys connected.”
The Situation: You’re leaving a voicemail. You want to keep it short and sweet but also sound professional and generate interest so you get a callback.
The Goal: Sound personal yet professional so the buyer calls you back or takes another action step.
“Hi (name) this is (your name) from (company). It was great talking to you the other day and I just wanted to follow up on our conversation. I did some research and have a few things I’d like to discuss. You can call me back at this number or shoot me an email. Check your inbox when you can, I sent over a few things I think may interest you. Look forward to talking with you”
The Situation: You are asking for reviews. Reviews not only help other people find you but can help boost your reputation and expand your reach.
The Goal: To persuade happy customers to leave an online review. The easier you make this process, the more likely clients will be to participate. This request is typically done after closing.
“Hi (name). Are you all settled in in your new home? How are you liking the (unique feature)? That’s so good to hear. I wanted to reach out and personally thank you for allowing me to help you buy this house. I think we made a great team! When you get a second, can you check your email? I sent over an X question survey and it would help me if you took a minute to fill it out based on our experience working together. It only takes a second, and if it’s ok with you, I’d like to post any comments you have on my website. Just like other small businesses, your referrals and reviews are critical to my business. I’d love to get your honest feedback about my services and anything you think I could do to improve. Also, did we talk about my referral program?”
[Remind the client of the referral program if you have one.]
“Thanks so much, (name) I appreciate it. I’ll keep an eye out for those responses. Let me know if there is anything else I can do for you! Enjoy the house!”
Real estate scripts should never replace authentic conversation. They should be used as a jumping-off point to help facilitate conversations and give you the replies and responses you need to some of the most common real estate situations. Use these scripts but customize them to fit your style.
Want to learn more about how to close more deals and build your brand? Check out these innovative online courses designed to accelerate your real estate career.