Tired of wasting time on leads that don’t convert? Are cold calls leaving you….cold? You’re not alone. Crafting the perfect script for the real estate industry can be tricky and time-consuming, but it doesn't have to be. That's why we've written this ultimate guide to the most common real estate scripts – so you can save valuable time and close more deals.
This guide will help you craft persuasive pitches that will allow you to quickly and effectively connect with leads, build rapport, and close the sale. We’ll explain the most common scripts in the industry that you can take and personalize, and provide tips on making sure your sales conversations are engaging and effective.
So if you’re ready to take your real estate business to the next level, read on.
Basic Ingredients of Successful Real Estate Scripts
There's a saying in sports that luck is when opportunity meets preparation. A good real estate script is your way of being prepared for every possible opportunity that comes your way. However, having a script doesn't mean you need to sound “scripted.”
The key to using a prepared sales pitch is to make it sound natural, like a normal conversation. If you can do that, you'll be well on your way to closing deals. When crafting real estate scripts, there are some basic ingredients that you should keep in mind:
- Goal of the script. Before you start writing, take a step back and consider what you're trying to accomplish. Are you looking to generate leads? Follow up on existing ones? Make an offer? Whatever your goal may be, make sure your script reflects that.
- Establish rapport. A successful real estate script should include elements that help establish a connection with potential clients. This includes introducing yourself in a friendly manner and making small talk about the property or local area.
- Ask open-ended questions. Asking open-ended questions encourages people to open up and enable you to learn more about their needs. Remember, if you tailor your script for each client, you’ll have more success in keeping their interest.
- Listen carefully. It’s critical to listen carefully to what the other person has to say. By doing so, you can respond accordingly and make sure they're getting all the information they need.
- Use positive language. When crafting your dialogue, use positive language. This will help create a sense of trust between yourself and potential clients, which can go a long way toward closing a deal.
By keeping these tips in mind as you draft your real estate cold calling scripts, you’ll gain more clients and close more deals.
5 Best Real Estate Scripts Every Agent Needs
As real estate professionals, having the proper sales scripts in your toolbox can make all the difference when it comes to closing deals. Here are five of the best real estate scripts that will help you close more deals and make more money.
As you read each script, remember to keep your tone conversational. Break each script up into smaller chunks, pausing and allowing the client time to respond. Also, remember to listen more than you talk, using the answers you receive to guide your next responses.
Most importantly, remember it’s always okay to go off script. Use your script as a guide, but also trust your instincts and allow the conversation to flow naturally.
1. Real Estate Script for FSBOs
Selling a home can be tricky, especially when it’s a “for sale by owner” (FSBO) situation. You don’t want to appear too pushy or sales-y, and you want to make sure you are providing valuable information that the homeowner needs to hear.
When crafting your FSBO conversations, consider the following:
- What do they need to know about their local market?
- How can you help them determine the best asking price?
- What questions should you ask to get a better understanding of their needs?
- What unique value do you provide as an agent?
Sample Script:
“Hello [name], I understand that you are selling your home on your own, and I wanted to congratulate you on taking this big step. Have you taken the time to research what homes in the area are going for and how long they stay on the market? If not, I would be more than happy to help with that. Let me know if there is anything I can do to make the process easier for you.”
2. Circle Prospecting Real Estate Scripts
As a real estate agent, one of the best ways to get more leads and close more deals is through circle prospecting. This sales method involves contacting people in your immediate vicinity who might be interested in buying or selling a home.
But to do this effectively, you need an organized way of presenting yourself and your services that will help ensure you have a smooth conversation with property owners and potential buyers.
Sample Script:
- Your introduction should be brief but informative. Include your name and company, as well as the services you provide.
- Explain why it’s beneficial for them to talk to you. Highlight any particular qualifications or advantages that make working with you the best choice for their needs.
- Ask questions about their real estate goals, and be prepared to listen.
- Invite them to take the next step. Set up a meeting, or offer more information about your services.
Sample Script:
“Hello, my name is [name], and I'm a real estate agent with [company]. I specialize in helping people like you buy or sell property. I understand that finding the right property can be difficult and time-consuming. That's why I'm here to help you make the process easier.
With my extensive knowledge of local market conditions, up-to-date information on current listings, and access to exclusive properties, I can save you both time and money when it comes to buying or selling your home.
Can you tell me a little about what your real estate goals are? Are you looking to buy or sell a property? I'd be happy to discuss how I can help you reach your real estate goals.
Would you like to set up an appointment, or would you like me to send over some more information?”
3. Sellers Real Estate Script
Writing a real estate script for sellers can be a challenging task. Here are a few things you should consider when writing this type of script:
- Understand who your target audience is. Who are you speaking to? Are they first-time sellers looking for guidance and advice or experienced individuals who know what they’re looking for? Knowing this information will help you craft a more effective dialogue.
- Know how to present yourself. Presenting yourself as an approachable professional with expertise in the field is vital. Be sure to emphasize your credentials and achievements, but also be careful not to come off as too pushy or aggressive.
- Emphasize the benefits. While explaining the process is important, you should also focus on what makes working with you beneficial for them. This means highlighting any services you offer that make the job easier for them, such as staging services or virtual tours of their property.
- Use persuasive language. Your script should be concise yet engaging to keep your potential sellers’ attention and ensure they understand why it’s worth working with you over other agents in the area.
- Make sure to follow up. The key to a successful real estate script is following up with your potential buyers or sellers after you make contact. This shows that you’re serious and invested in their success, which can make all the difference when it comes time for them to decide who they want to hire as their agent. Remember that only 2% of sales are ever made on first contact!
Sample Script:
“Hello! My name is [Name], and I am a licensed real estate agent in [Location]. I specialize in working with sellers like you, and I have a wealth of experience that could help make this process easier.
I understand the importance of making sure your property is sold on time and for top dollar, so rest assured that when you work with me, you can trust me to take care of everything from start to finish.
In addition to finding qualified buyers, I also offer staging services which can help attract more interest in your home. I also arrange virtual tours, allowing potential buyers to get an up-close look at what they’re buying without leaving their homes.
Don’t hesitate to reach out if there is anything I can do to help you on your journey to selling your home.”
4. Real Estate Scripts to Score Leads from Open Houses
Open houses are a great way to meet potential home buyers and sellers who may be interested in working with you.
It’s also an opportunity for agents to stand out from the competition and build relationships that can result in long-term success. Keep these questions foremost in your mind as you draft your script:
- What type of information do I need to capture?
- How can I engage potential buyers and sellers during the open house?
- How can I make a lasting impression on my prospects?
- What kind of follow-up should I offer that will set me apart from other agents?
Sample Script:
“Hi, my name is [Your Name], and I'm with [Your Agency]. It's great to meet you. Are you looking for a new home or thinking about selling your current one? Regardless, if you want to learn more about the real estate market and how I can help, please leave your name and contact information. That way, we can stay in touch and discuss your options further.”
By asking questions that will help you understand the needs of prospective buyers or sellers, engaging them in conversation about their goals for buying a home or selling one, and providing follow-up materials afterward, you’ll stand out from other agents.
Composing effective scripts at open houses is an important step toward generating more appointments and selling more homes.
5. Real Estate Script for Recently Expired Listings
When crafting real estate scripts for recently expired listings or previous clients, you must think about how best to engage with the potential client. Consider their needs and reasons for letting their listing expire in the first place.
Are they looking for a more experienced agent? Or do they simply need more showings? Knowing this information can inform your script and give you an idea of what kind of approach is likely to work best with them.
Questions you should ask yourself when writing your script include:
- How will I introduce myself and my services?
- What do I have that sets me apart from other agents?
- What unique value proposition can I offer the potential client?
A script for recently expired listings could look something like this:
“Hello [prospect’s name], my name is [your name], and I am a real estate agent with [company]. I understand you had your listing expire recently, and as an experienced agent in this area, I was hoping to discuss ways that I could help you sell it.
I ensure all my clients receive personalized service tailored to their needs. My goal is to provide the best customer service experience possible to ensure a successful sale. Is there a time that works for you to discuss further how I can help?”
You'll gain more clients and close more deals by crafting a well-thought-out script and focusing on this potential demographic's needs.
3 Scripts to Overcome Common Objections
Practicing scripts is essential in closing deals as a real estate agent. Anticipating possible objections and being prepared for them can help you stay confident and focused when going into a negotiation. This is the reason employing scripts tailored to each situation's needs is crucial.
Here are three common objections and corresponding scripts to help you close more deals.
1. Price Objections
Price is one of the most common objections faced in real estate. To counter this, it’s important to focus on a property's value and how it makes financial sense to buy now.
Reassure buyers with statistics about current home prices and what their money will get them in terms of quality and location. Using an example from a similar transaction can help illustrate why now is the right time for them to take action.
Objection: “The home I want is too expensive.”
Script: “I understand why you might think the home is too expensive. But this property offers excellent value when you look at it from the perspective of what your money will buy.
Home prices in [area] have been steadily increasing, and with this location, quality, and features, now is a really smart time to invest. I recently sold a similar home within the same price range that was very popular among buyers.”
2. Agent Objections
To overcome objections related to your experience, it’s important to emphasize your knowledge and expertise in the field. Showing respect for other experienced agents while also stressing your own qualifications can help reassure potential clients that you know what you’re doing.
Objection: “We’re going with a different agent who has more experience.”
Script: “I understand why you want to work with someone with a lot of experience – I have plenty myself! In fact, I've been working as an agent for X years/months and have been helping buyers and sellers like you for that entire time. I'm confident I can help you find the perfect property and get a great deal on it!”
3. FSBO Objections
Objections from FSBO sellers are common in real estate, but they don’t have to prevent you from making a sale. The key is understanding their motivations and preparing a suitable script to counter them.
Sometimes these objections can come off as dismissive or even hostile, so your response should be empathetic yet firm.
Objection: “We can sell our home ourselves, thanks anyway.”
Script: “I understand that you want to take control of this process and maximize your profit – I respect that! However, I want to let you know that my team and I can provide more comprehensive services than what you’re able to do on your own.
We have access to a much larger pool of potential buyers, plus we can handle all the paperwork and negotiations for you – things that would take up a lot of time if you had to manage them yourself.
I should also let you know that according to the National Association of Realtors most people who choose to sell their homes themselves receive, on average, 20% less for their homes than if they had gone with a realtor.
I really don’t want you to lose that 20%. Tell you what, why don’t I let you think about it and we can set up an appointment tomorrow at [insert time] and I can answer any questions you might have about the process.”
Work Your Script
Creating a great real estate script is essential for success in this industry. It allows you to handle objections properly, ask the right questions when meeting with clients, and close more deals overall.
Now that you have the tools and knowledge to create these engaging conversations, it's time to put them into action. Take some time to craft your pitch that works best for your style of selling or leasing property, one explicitly tailored to your needs and those of your clientele.
Keep honing it until it becomes second nature – so much so that it flows naturally in conversation like a well-oiled machine. You'll be amazed at the results you can achieve and the difference a persuasive script makes in your closure rate. So don't wait any longer. Start crafting your real estate scripts today!
