Embrace Real Estate Scripts and Watch Your Business Grow

Are you wondering why some real estate agents seem to close more deals and handle challenging clients better than others? It’s about practice, confidence, and being prepared. Chances are, those real estate agents have practiced what they will say to any objection thrown their way. Their track record of success is no accident–chances are, they have or currently use real estate agent scripts.

The real estate market is highly competitive. In this fast-paced industry, agents constantly seek ways to stand out and turn more leads into listings. After all, all those property searches on your website mean nothing if you can’t turn them into real estate buyers. That’s why Ssripts have many benefits, like boosting your confidence, gathering vital contact details, and streamlining your work.

Let’s explore what real estate scripts are, why they are useful, and when to use them. At the end, we provide a sample script for real estate cold calling.

What Are Scripts?

Scripts sometimes get a bad rap in the real estate industry, but they’re a tool that should be embraced.

“A script is like a map,” said Tim Moldenhaur of Moldenhaur Group on the Reside Platform Podcast. “It’s just you know where you’re going, and then you can be yourself in the conversation.”

Simply put, scripts are pre-written dialogues or conversations that guide real estate agents through different aspects of the sales process and get them that initial in-person meeting. Scripts provide structure and consistency in communication. There’s a lot to learn in that first conversation, from a buyer’s ideal property to a seller’s list price. Scripts also help real estate professionals handle objections to get to the private viewing. In the end, it’s how successful agents have more satisfied clients and close deals effectively.

The best part is not a one-size-fits-all dialogue. Customize the script to your style, tone, and target market. They can also be tailored for different purposes, such as lead generation, prospecting, or showing properties.

Why Are Scripts Useful?

First and foremost, scripts provide a sense of confidence and preparedness. By practicing and memorizing scripts, agents are less likely to stumble over their words or forget important points during client conversations. You sound confident and experienced, a trait many clients want when dealing with hundreds of thousands or millions of dollars.

Moreover, scripts keep the conversation on track and maintain the real estate agent’s control. Consider an introduction call: you’ve got to introduce yourself to the prospect in a meaningful, memorable way while gathering information about them and why they’re looking for a real estate agent. Knowing what to ask helps paint a clearer picture of their end goals.

Home buyers and sellers have a wide selection of real estate agents and brokers. They’re looking at online reviews and getting recommendations from mutual friends. It’s a challenging task to get their email address and phone number to start with. Don’t waste it with a poor sales call. Scripts help agents effectively communicate their value proposition and start building relationships right from the engagement.

Scripts also benefit new agents who may not have developed their own techniques or strategies yet. Using scripts, they learn important parts of the sales process, like active listening and what questions to ask. They learn from experienced agents and develop their prospecting skills over time. And if you work in a real estate team, it keeps the whole team accountable for moving from a lead to successful sale. 

Experienced agents equally benefit from reviewing scripts. Use them to keep the sales skills sharp, and tweaking the key points to meet their needs. Each time they work to land a private viewing becomes a confidence booster.

When to Use Real Estate Scripts

Scripts are helpful in scenarios throughout the sales process. Break them out for cold calling to introduce an agent’s services and generate leads. Have scripts for meeting with potential clients for the first time or showing properties. Use scripts for answering your seller’s queries about communication or active buyer traffic. You can even write them for specific target audiences, like calling up expired listings, foreclosures, or developers. 

The point of scripts is to provide structure when navigating through objections and negotiations.

Where people get hung up is the idea of following scripts word for word. Yes, initially, the script is written down and read repeatedly to practice it. But it should not be followed word-for-word; it’s a guideline. Agents should continually adapt their scripts based on the specific client and situation at hand. But, in knowing your talking points by heart, you make sure you don’t miss a single detail, from the sale price to the best contact info. Have conversations with confidence that can help in building trust with prospects.

As far as time of day, think about when potential buyers and sellers are the least busy. In the late afternoons. That makes 4-5pm the best time for real estate cold calling. And don’t give up. Around 60% of customers said no before they said yes. The longer you can engaged them in the conversation, the higher your chances of landing the quick meeting.

Practicing Real Estate Scripts

Just like any skill, using real estate scripts requires practice. Agents must make the time to memorize scripts. Even more beneficial is to role-play the scripts with colleagues or mentors. This helps you become more comfortable and natural while delivering scripts during real conversations. It forces you to adapt on the fly when your pretend client throws in a curveball objection or question.

Continually tweak and improve the scripts based on feedback from potential clients and experiences. That’s how you keep the scripts effective and relevant in today’s shifting real estate market.

There are so many use cases for scripts, but perhaps the most well-known is the cold outreach. That’s a prospective client who has not contacted you first. To help you out, here’s an example of a real estate script used for cold-calling a prospect.

Sample Cold CallingCcript

Hi [Prospect Name],

My name is [Agent Name] from [Real Estate Agency]. I noticed you live in the [Neighborhood] area, and I wanted to introduce myself as your local real estate expert.

Are you looking to buy or sell a property in the near future?

[If yes, then:]

Great! I specialize in working with clients just like you, and I would love to help you find your dream home or get top dollar for your current property.

Would it be okay if we scheduled a brief meeting to discuss your real estate goals further?

I am available [Date and Time] or [Date and Time]. Which one works best for you?

Thank you, and I look forward to speaking with you soon.

[If no, then:]

No problem, I’ll keep you in mind for any future real estate needs. Thank you for your time, and have a great day.

The Last Word On Scripts

Remember, scripts are meant to be personalized and adapted based on the situation and the client’s response. This sample cold sales pitch script is just one guide. Make it your own by adding relevant details or tweaking the language to fit your style.

But you can also create warm buyer scripts, seller scripts, and scripts for investors and developers. With practice, using scripts will become second nature. Try them out and see how they can help your real estate business and conversion rate. Keep testing and tweaking until you land on a high-converting real estate script. You will see an improvement in your communication and sales skills.

Updated July 2024