Avoid these 5 Mistakes in your Real Estate Scripts
Real estate training helps you achieve more success in your business and in your life. I want to share with you some of the best real estate scripts that work even though we know that real estate agents hate scripts. It’s almost natural to hate using scripts. However, the real challenge is not whether you like them or not, the real challenge is whether they work or not.
It really comes to learning how to make them work well. The reality is there are some scripts that just don’t work and get the results you want. You have to understand first the goal of your real estate conversations is to get to the next yes. The goal is to get them to say yes to you, to say yes to an appointment, to say yes to a listing, to say yes to working with you to help them buy a house, or whatever the conversation is.
If that’s the goal then we’ve got to make sure we’re using conversations that lead them toward a yes rather than conversations, words, and phrases that lead people to say no. Most of the scripts out there just don’t work. They sound natural and what’s ironic is, we’ve even seen a lot of these scripts that don’t work in real estate script books and training materials.
What script you should avoid? Don’t use what we call negative frames. That means we take a conversation and we frame it in a negative way. This means you’re assuming or stating something as if it’s going to get you the result you don’t want.
Here are some examples of negative framing a topic:
Starting with this I’m so sorry to bug you but would you…
Why would you say this? Why would you start out? Because you’re about to ask for business or you’re about to ask them who they know who may need buying or selling, don’t start out with an apology! The negative frame is you’re assuming that you’re going to upset them and therefore you need to apologize for upfront.
Now, if you are not going to upset them and if you are there to add value to others, your goal is to help people get results they want when it comes to real estate. Why would you ever apologize for a conversation like that? Never start out with “I am so sorry about..”
Well, I know you’re probably not wanting to sell or move anytime soon…
Why would you start out expecting a result you don’t want? You’re starting out by leading the conversation toward them not wanting them to move. Here’s the law that comes into effect, you tend to get in life and in relationships, in business and anything you tend to move towards. What’s happening here with negative frames is you’re going in with an expectation they’re probably not interested in moving.
So, you’re speaking to them like you’re not expecting them to give you a yes. Why would you focus on getting what you don’t want when it’s so much more powerful to focus on getting what you do want?
Another one is I know you’re probably sick and tired of hearing from agents right now…
Why would you assume and say to them that they’re sick and tired? If you’re actually the first or second agent to call them then they are really not sick and tired yet but now that you mention it, they’re kind of getting sick and tired of you. Why would you go in expecting that they’re going to be sick and tired of hearing from you? Let’s get rid of that one.
I know you’re not going to like to hear this…
This would be one that’s used in a listing presentation or once you’ve already established the relationship, it may be used in negotiating. Why would you start out by saying that this is going to upset them? Don’t expect people to get upset. If they’re not going to like it, why would you emphasize the fact that they’re not going to like it?
Never lead with a negative frame of “you’re not going to like this.” It simply does not help you get toward a yes.
Would you be offended if I asked for your phone number …
This is when you’re meeting people and when you want to get their contact information. Getting that contact information is how you really establish your relationship. They wouldn’t have been but now that you mention it, well yes, it’s kind of offensive now to them. Again, why are we expecting? Why are we putting it out there that they’re going to be offended by this?
Assume people want to work with you. Assume they want to connect with you and would want to give you information that will let you add value to them and to the people they know. Do not assume a negative tone and bring that thought into existence, about something that they don’t want. We hope that makes sense.
How to Frame your Script
Now, I want to share the right way to do it when you’re having these real estate conversations. What are the right things to do whenever you’re talking to somebody? A lot of times, you’re going to get negative answers.
For example, you go talk to a seller, let’s say your prospecting expired listings. You knock on the door and they will say that they’re so sick and tired of all you Realtors. Now, remember I told you a negative frame is to not say or assume that they are probably sick and tired of hearing from agents. However, here’s something that can change it and that is if they say it first.
If they say that first, the right thing to do in a conversation is to acknowledge it. If they say they’re so sick and tired of hearing from all of the other Realtors, now it’s perfectly appropriate for you to repeat or reflect back to them what they just said and acknowledge that. You could say one of the following:
- “Oh, so you’re getting called by lots of other agents, it’s just that I know it can be just frustrating.”
- “I know you’re getting annoyed.”
- “So, it sounds like you’re sick and tired of hearing from agents.”
- “Oh, I get it.”
You’re repeating what they’re saying and you’re affirming it.
You’re connecting with their thoughts, with their emotions and saying;
“I hear you.”
“I feel you.”
“I know exactly what you’re saying.”
“I understand your emotion.”
Whatever that emotion is, whether it’s anger, annoyance, frustration or irritation, you get it, you hear them and so repeating and affirming is a way of connecting with people as opposed to leading with people.
So, when you ask them “So, I was curious, when do you think you might be looking to make a move?”
And they’ll say that they have no plans to move, you repeat it like “Got it. So, right now you really have no plans to move. Good for you.” Now you didn’t create the negative frame of them not wanting to move. You simply repeated and affirmed what they want and what they’re thinking. You’re just acknowledging with it and you’re literally stepping alongside what they’re feeling.
You’re talking to them and acknowledging. Now you’re getting on their side and that is very powerful in connecting with people. The first thing you do is connect with people by repeating and affirming. It is one of the most powerful ways to connect. A lot of this is using strategies that are often associated with Neuro-Linguistic Programming (NLP). If you’re familiar with that, a lot of this scripting comes from that.
This is very powerful. They are simple strategies of influence. A persuasion of learning how to lead people and influence people in your conversations. So, you’re going to repeat it then affirm what they’re feeling, what they’re thinking and simply bring yourself alongside them.
What’s Next in the Real Estate Script?
And then the second thing is as you do that, as you repeat and affirm, especially if it’s somebody that’s gone negative, once you repeat and affirm them then you can reframe the conversation to lead toward a yes.
You call them or when you knock on their door and they say;
Seller: “I’m sick and tired of hearing from your Realtors…”
You: “I hear you. You’re hearing from Realtors all day long. I know you’re sick and tired of it. I get it so if you had sold the home, where were you thinking of going next?”
Seller: “Well we were moving to the suburbs, but we’re just getting bombarded with agents. We’re tired of it.”
You: “I hear you, so it sounds like making this move is something you would still like to do. Right?”
Now, you did something just very simple with them and that is acknowledging them. You’re repeating and affirming their frustration and then you’re simply reframing the conversation back to what they want. They had the house on the market, they wanted to sell the house and move. They wanted to go somewhere, they wanted to do something different.
This was not the plan so you’re acknowledging they’re upset about the plan failing. However, now you’re going to reframe the conversation to focus on what they did want.
Talk about what they want. What they wanted was not an agent, they didn’t want a list, they didn’t want all that stuff, or they didn’t want to have an appointment. What they wanted is to move. So, you continue with:
“If you could still make this move happen” or
“If you could get your property sold and make the move to San Diego before the end of summer, is that something you would still be excited about?”
Seller: “Well yes!”
That’s what they wanted. They really wanted to be there before the end of summer. Now, what you just did was completely reframing the conversation from them being mad and sick and tired of agents to being wanted to go to San Diego and now you’ve got some influence. You can lead the conversation toward the yes.
We hope this helps you before you map out your scripts. You must learn the skills of what to say, and how to say it. Then as you talk to people, engage those opportunities. Never assume negativity and always expect yes.