Real Estate Scripts that Work
These scripts can really change and impact your business. The challenge is scripts can feel robotic. Scripts can be used for tying people down, handling objections and stuff like that. No one really likes it but there are proper times and places for using scripts.
You can find a lot of scripts online but the scripts we will go through here are for reconnecting and building your database. Plus we’ll have scripts for online leads, SMS inquiries and open house leads are the main ones so these are the scripts we’ll focus on.
These are examples of an internet script but that internet script works with many lead sources. It could be an open house or from one of your Facebook ads. This script works. It creates a lot less objection and is a lot easier.
We’ll also share an investing script to pick up investors, a script to build and grow your database at a super-fast rate and the first-time homebuyer script. These are the main scripts we will be covering plus we’ll end off with a door-knocking script.
Let’s start with the database script because this is where most of you are going to actually use a script. The database script really helps with getting around that awkward annoying feeling. It also helps with updating your database and because you’re using the database script, you’re actually getting more information out of your list. And you’ll end up with a complete and updated database.
Let’s get started – here’s a script you can model.
“Hey Laura, it’s Greg Lawrence over at Sparkle Realty. I wanted to call about real estate in your area, but you can totally relax, I’m not expecting you to buy or sell a home. Because I have something you’ll find interesting for your neighborhood.”
And then she would say yes or no but usually, she would say yes. Then;
“Ok, great! We have this online service that shows you all the activity in your immediate area. You’ll see the most recent sales, their home staging, their prices, and their property info and let you keep a finger on the pulse of the neighborhood that matters most to you.”
“Now, if you could guess, how many homes would you think sell in your area every year? And it’s ok you can totally take a wild guess.”
Pause and let her answer. Then she’d say – “I don’t know, maybe 12?”
Then repeat the number;
“12, you’re pretty close, it’s 18 and we can update you each time there’s a sale so there aren’t a lot of emails. This is free and I’m already setting up other people and I’d like to include you. So, what’s the best email to use?”
That script allows you to reconnect with your database and its very low key. It has a purpose and it puts people’s guards down because you’ve told them at the beginning, you’re not expecting them to be buying or selling a home. And also, you add the fear of missing out because they’re missing out on something a lot of other people have access to.
After she says yes and gives you her email, then narrow it down a little bit if you don’t have their present address;
“Ok great and to narrow the area down, what’s your address because this way the sold homes will come from your immediate neighborhood.”
And that gives you more complete updated information for your database. Then you can end the call by asking for potential clients she might know. You’ll be saying;
“Oh, before we go, do you know anyone else who would appreciate this service? Like someone moving or generally interested in real estate in your neighborhood or city?”
This strategy helps build a more accurate database and it creates a lot of real estate conversations.
- Call consistency – Some agents will call 100 people in a day but it’s hard to maintain that pace. Agents should track the days they call and track the number of calls they do in a day. Pick whatever number that works for you. You can call five days a week, or start at three days a week. What we must care about is the consistency with the calling.
- Using Facebook, LinkedIn, Instagram, your cell phone, your past clients’ contact list, and your CRM, reconnect with all the contacts you have saved and added to your cell phone and everybody in your database and your CRM. Start calling those people but don’t expect them to be giving you a lot of referrals. This is just the beginning of building your database.
After you’ve done this and as you go through your whole database and you’ve got them all set-up, add them as a buyer to your MLS if they agree with the previous script. You’ll be alerting them to all the homes that hit their neighborhood. Just list off all the streets in their neighborhood as their criteria or drop a pin depending on what MLS you’re part of.
You’ll be using the MLS or IDX website you already have and you set the people up on an MLS drip-feed. It’s free, you’re already paying for it and it’s not annoying or spammy. It’s stuff that’s actually happening in their neighborhood so they’re more interested because they’ve already agreed to receive the emails.
- Monthly events for ongoing contact – Then moving forward, what you want to do is start having some sort of monthly or quarterly or at least a twice a year event. You could do it at a local and you pay for the appetizers and other people can show up but they pay for their food and drink. Do something where you can invite and sign up people to go and hang out with you.
Do fun things. Things like a local guided walking tour or a monster truck event or a running clinic or golfing lessons, do something that creates an experience. Every season, pick something different and that you are inviting people to and reconnecting with. Because it’s not real estate-related, you won’t be always talking about real estate and at the same time you are building rapport and getting to know people at a personal level.
Doing these monthly or quarterly events really helps out. Now, if you are getting internet leads, you’ll be emailing all of them follow-up emails after the initial email. Also, it makes for an easier first phone call. Be sure to order the qualifying questions in a specific order so you can pull out personal information a little easier.
When working with a Realtor, people often put their guards up and they use it as a shield but if you order the questions properly, they’ll flow much better.
Internet/Open House Scripts
When you’re calling Internet leads, have a notepad ready and write everything out on a piece of paper. It makes for a much more natural conversation rather than typing everything into a computer. So, the internet script works something like this;
“Hey is this ____________?”
“Hi, my name is Greg over here at Sparkle Realty. I wanted to call and say thank you so much for taking the time to register to look at Sparkle Realty here in West Vancouver. I just wanted to let you know that after looking today, you’ll notice all the listings notifications kind of get mixed in with the listings you’ve already looked at so it gets a bit confusing.”
“Would it be a benefit if I kept you notified on just the listings that closely match your exact criteria? As a buyer agent, you don’t pay our fees, this is a totally free service! It’s a great way to help you out with the window shopping and information gathering stages. By the way, if you were to move, where you likely move to?” Narrow it down and get them telling you their desired criteria.
“If you were to move, where would you move to? North or West Vancouver?” – That forces them to correct you. Practice the script without giving them a chance to say anything and then wait for their answer.
In summary, here’s the rationale for the call.
“I wanted to thank you so much for taking the time to register at Sparkle Realty to look for your next home in Vancouver” – they went onto your website from an ad or search and probably won’t remember who you are. You just reminded them of the action they took so with a Facebook lead, you say:
“I want to say thank you so much for taking the time to register via Facebook” or “I want to say thank you so much for taking the time to register” or if the lead came from an open house, “Thank you so much for being at our open house.”
You’re reminding them of the action they took. Then in the next sentence, you want to bring to their attention the common pain point they’re going to experience. The listings they’re looking at now online are just going to get mixed in with the ones they’ve already been looking at. That is really confusing, so that’s the pain point.
And then follow up by asking them “Wouldn’t it be a benefit if I keep you notified on just the listings that closely match your criteria.” It would be a benefit. Also, add as a buyer’s agent, they don’t pay our fees, this is a totally free service. It’s a great way to help out with the window shopping and information gathering.
All the objections, all the rebuttals narrows down to two things, are they going to move and where are they moving to? And it makes it a lot easier for them to answer but it answers in a way that it orders your future questions because now you can start talking about the price range, bedrooms and bathrooms’ details. And start getting all of their home criteria.
For recording their criteria, use a notepad. When you’re calling your internet leads, sometimes you’re in a car, sometimes you’re at an open house, sometimes you’re at the office and you’re not actually plugged in and logged into your CRM. So, use a notepad for the first phone call.
Use a pad of paper so you can note their information quickly. In these worksheets, put their name, their phone number, email address, the source of where the business came from. Was it at an open house? Was it a referral? Was it a sign call? A newspaper ad? Up at the top is a prospect ID number, this way you can keep the prospects in order because you will put them all into a binder.
At the bottom of the notes is where you put all their unique criteria for example, if they’re having a baby, or if they’re moving from another city at the same time put their MLS numbers they’re looking at right now.
Add all the areas that you sell-in because they may become a referral for areas outside of your sales area.
Depending upon where you do business, you may add in the towns or counties you serve. Have the areas prewritten so you can quickly circle the areas or neighborhoods they’re interested in.
This format keeps you more conversational. You can write out the variables but most of the common stuff is already there so you’ll just use circles or checkmarks. Once you have all the details, repeat the details back to the person and then begin your qualifying questions.
Then you’ll ask if they were to move, when would they like to move by? The person may say they prefer to move by the spring, the summer, the fall or whatever. Then recap; “So, if you wanted to move by the spring, when would it make sense for you to get in the car and start looking?”
What you’re doing is drilling down one more layer and this sets up for how you should be following up because it’s more important to know when they want to start looking than when they want to buy. So, you want to find that question out. Jot that down and that leads into your next question, “Well when that time comes, do you have a Realtor you’ll be working with?”
They’ll answer yes or no. Because you asked when they want to move, when would it make sense to get in a car and start looking, well when that time comes do they have a Realtor they will be working with – it flows better. Do they already own a home? Do they have to rent? Have they talked to a lender about financing? It’s a yes or a no, so these are all qualifying questions you should ask every person you work with.
If they are selling, the first question you’ll ask is was it ever listed on the MLS? When did they buy the home, was it on the MLS? And if they say yes, you just saved 15 minutes of time because you’ll get the price, all the stats and all the information about the property because you can look at the MLS history of the home.
Then ask them if is there anything they’ve done since they purchased the home. This would increase or decrease the value and a lot of that opens up a can of worms because either they did a ton of work or did something that won’t increase the value at all.
Next, ask them other details about their house such as the address if you don’t have it, is that a detached home, 2 or 3 bedrooms, 1 or 2 bathrooms, a garage, a full basement, new roof, and new windows, and so on. Leave space to get all this information at the very bottom of the piece of paper and also include a contact log where you have to date, the time, the action and any notes about that call.
That way in the future, when you go to call this person again, you can pick up where you left off. Sometimes at the end of the phone call, you’ll crumple up the piece of paper and throw it in the garbage because it’s not a good one. But some of them are good and if they are good, you would put the page number, the ID number up at the top and put those papers in a binder for your follow-ups.
Inside of the binder, on the left side of the binder is a blank grid of the year a calendar. Let’s just say a guy number 30 wanted you to give him a call in a couple of weeks and you were in March, so in 2 weeks you would know you have to pull page 30 and make a follow-up call. The simple calendar keeps you organized. This prevents dropping people through the cracks.
As you continue your calls – let’s say on April 3rd you call page 3, and the client says no they’re not ready yet and think they would probably be ready to go in a month. Since it’s April 3rd so on May 3rd you would write page 3 and then you would put this piece of paper back in order. Eventually, the people will graduate out of your binder into your CRM database.
Now you’ll need a CRM. There are dozens on the market, chose a simple CRM like Wise Agent or Lion Desk. Then set the clients up in a CRM, setup the buyer alert and do the CMA (If they’re a seller). You’ll eventually use a CRM, however, for the first phone call, use a notepad. Now, let’s move onto the “for sale by the owners” because every week you have a fresh list of people that you know are going to be buying or selling a home.
FSBO Script (For Sale by Owners)
Because they’re for sale by owner, it’s an easy approach with a slightly different twist for the script. Here’s what it sounds like.
“Hey, I noticed you have a home for sale on Craigslist. Is it still available?” And you replace Craigslist with wherever you found their listing. It goes like this, “You have a home for sale” – long pause and let them answer then you’ll say “I’m a real estate agent” but unlike all the other real estate agents calling to get the listing, you’ll be calling to see if you could help with the buying end.
You should mention “As a buyer’s agent, you don’t pay my fees and I want to help with the window shopping.” You let them tell you if they’re buying local and you’ll say “Well, wouldn’t it make sense to get set up on a daily or weekly email alert so you don’t miss out.” That’s it. Depending on how they answer the question, you would then move on and do the follow-up sheet where you’re doing the qualifying questions and getting all of their buying criteria.
It’s so easy, let all the other agents go after the listing. It’s an 80% chance that if a person is selling their home as a for sale by owner, they’re going to be wanting to buy another home. Unless of course, this is a for sale by owner investor and they’ve got multiple properties, but they’re always going to need a roof over their head. So, go after them on the buying side.
The main reason investors don’t want to work with a real estate agent is they don’t want to pay the commission. On the buying side, they don’t pay. So start with a buying conversation, which begins a relationship and then eventually you can go after them for the listing if you feel comfortable and confident about that but start off with going after them as a buyer first because it’s just a lot easier to begin a conversation. The plan would be to call three or five for sale by owners a day or whatever your number is. Just be consistent with the number of calls each day.
The advantage of working with landlords and investors is it doubles the size of your database. For every investor in your database, you have at least two houses, the one they live in and the one that they’ve invested. And many have several investment properties.
If you haven’t done so already start working with investors right away. Other agents may say investors don’t have any loyalty and they don’t want to work with investors. That’s great because there’s a good chance they’ll work with you then. Also, working with landlords and investors leads to bigger fish. Often, you’ll be given the opportunity to list or buy several properties with just one client!
To find investors, go to the classified websites and go to the rental section because investors are advertising their properties there for rent. Call them up and introduce yourself as a real estate agent and show interest in their posts or advertisement. Ask them if they are planning on keeping the property or if they’re considering selling it. If they don’t need any help, they will definitely say no.
Then you would say;
“Hey, since this is working out so well for you, have you ever considered getting another property in the near future? We have a list of investment properties we could send you, how does that sound to you?”
“What we can do is send you a weekly list of investment properties. As for the property on Craigslist, if you would consider selling you can put it in a market for rent with the MLS too. We can put it on the market for-sale of course too. If you don’t like any of the offers that we bring you obviously don’t need to take them but at least we could bring you more options.”
And this can get the ball rolling talking about their rental property, ask, “What would it be worth?” And “Well, tell me about your property” You could literally start brand new as an agent in any city in North America and use this game plan and have businesses within a month. It’s almost a guarantee, we encourage you call the rental sections of the classifieds with the scripts.
What have you got to lose? Get started today!
1st Time Buyer / Tenant Scripts
The same approach works with first-time buyers and tenants and they can be future referral sources. How?
They know other people who may be looking to buy and it is an easy call for you to make. You would find these people again on the rental section of the classifieds, only they would be posting for homes wanted. Tenants will go onto Craigslist or whatever classified rental site is in your area and they’ll go to the rental section. Let’s say, they’re looking for a 3-bedroom home under a certain price range and you’ll see this information on the website.
You would call them up and say;
“Hey, I noticed you posted on Craigslist looking to rent a home in Arbour Springs.”
“Well, I’m a real estate agent and we have a fresh list of rentals on the market you might have missed. Can I send you an updated list?”
Pause from there and let them answer. You have to get their email and name and then you would follow that up by saying:
“Have you ever considered buying a home? There are many mortgages that may allow own to a home for the same as what you’re paying for rent. May I know why are you leaning towards renting anyways? Or have you owned another home and you’re now waiting to buy again?”
Some will continue – others will say “No, thanks.” For those willing to continue talking they’ll tell you their reasons, plans in the future, and you start to build rapport. Add them to your database.
So, call people on Craigslist who are looking for a home for rent at let’s say, $2,000 a month – then you show them a list of homes they could own for $2,000 a month as a mortgage payment. Say this:
“Instead of paying rent to the bank why don’t I connect you with my mortgage broker? She can help you as a first-time homebuyer and guide you through all the things that you may not know about. There’s no cost, would it be okay if I had her connect with you?”
What you want to do with this strategy is to call the rental ads for the people that are looking to rent. And email them a list of all the rentals on the MLS because many MLS have rentals. You email them the MLS rentals and then have a mortgage partner get in touch with them.
Keep adding these renters to your database because many of them are going to be buying a home in the next year or so and you could help them with the planning stages. It just helps you have business next year and the year after.
Door Knocking Script – for those “Brave” Agents 😊
A door knocking script can generate more appointments than anything else! Veteran agents say for every hour they door-knock, they would get two appointments and that was an average. Sometimes more, sometimes less. Another good thing is that you’re not stuck behind a computer because you’re outside in fresh air and meeting with real people!
How to Prepare for Door Knocking
On a piece of paper, print out an outline of who your buyers are. Why do they want to live in that area and if possible, include a picture of the buyers. Put a picture of the map of the area on the paper. Then when you door knock on different streets each day, carry several different stacks of paper. Each one has a map for their street because when the home owners look at that piece of paper, they focus on what’s in it for them and they will recognize their street or their area.
Knock on the door and as soon as they open the door, take a step back because that creates some breathing room. It makes people more comfortable at the door than if you’re standing right in their face. So, knock on the door, wait for them to open the door and then take a step back. Then you’ll say;
“Hi, you may not be selling your home but our buyers really want to live in this area (you point on the piece of paper)”
Tap on the paper so they look down at the map – then when you see they’re looking at the map, give them the paper.
“This is for you to keep in case you think of someone. Before I go, can you point me off in the right direction? Do you know anyone in this area who’s thinking and moving? Since I’m the agent for these buyers, who else may be moving?”
You’re being proactive and even though most people won’t be able to think of anybody. If they say they don’t know anybody who’s thinking of moving, say this:
“It’s okay if you can’t think of anybody, I appreciate that. Anyways, if you’re interested, we have this thing called the nosey neighbor alert.” Then you would shift gears and go into the setting them up using the nosey neighbor alert script. What this does is allow you to get people’s information at the door you’re standing at.
Print your own business cards with a space for their name, phone number, email, and street address. That’s all pre-printed on the business card and you hand them the card and have them fill in their information. What’s good about this is you aren’t carrying around a big floppy clipboard. When they give it to you it fits back in your pocket easily and it’s an easy way to build and grow your database. Plus a few people will actually know other people that are moving on the street.
So, if you were to move to any city in North America, you can start door-knocking if you have a buyer. It’s not a trick, it’s the caveat. If you don’t have a buyer, don’t make it up, instead say at the door – “If we come across a buyer for the neighborhood who might be selling this year?” But if you have a buyer, you have all the confidence in the world to go out because you know what your buyers want.
That’s the game plan for door-knocking. Print a letter about your buyer, show it to the homeowner and use the script – simple. Have a map of each street printed on the letter that you’re door-knocking. So, if you door knock three different streets then you have a different stack of paper, one for each street. For most of the people at the door who can’t think of anybody who’s moving in an area, use the database script and grow your database.
These scripts make it more natural and a lot easier for info gathering, updating and growing your database. We hope these scripts will make an impact on your career so start practicing and take action!