Do you need real estate scripts for your sales strategy?
You’re at the bar, having a drink with friends when you spot her/him — a stunning, beautiful person just in the corner. He/she is looking at you, too.
You steel yourself. This is it — you found the person of your dreams. All you need to do now is approach that person, impress them, and pray that they’ll let you buy them a drink.
You walk over and they look at you — you panic. “Crazy weather, huh?” you hear yourself say.
No. Stupid. Stupid. Don’t talk about the weather.
“Uh — yeah. I guess so.”
You laugh a little too hard — “Haha!” — and then say, “Yeah. Anyways… Um… can I buy you a drink?”
“I’m actually just about to leave. sorry.” they say — an obvious dodge.
“Oh yeah. Okay. No worries.”
. . .
Yikes. That went badly.
But what if you had gone in with a plan for what to say? What if you had prepared yourself to deal with every possible objection, what if you knew how to immediately impress him/her?
Well, you’d probably be on a hot date right now.
And it’s the same with real estate sales — you have a far higher chance of success if you know what you’re going to say and when you’re going to say it… if you have a plan.
That’s where real estate scripts come in.
To help you succeed, here are 5 real estate scripts you can use and adapt to your own specific needs.
Note: While scripts are great for making sure you say the right thing at the right time, also learn to go with the flow a bit. The last thing you want is for your sales scripts to get in the way of building authentic relationships with your prospects. Only use a real estate script when it benefits the relationship, not when it’s going come off as cold and uncaring.
1. Real Estate Script For Cold Calling
Cold calling isn’t child’s play — it can be quite difficult.
You have to grab the attention of someone who’s never met you before and has no idea why you’re calling. You have to get them to trust you within a very short amount of time. Heck — you have to try and keep them on the phone!
Frighteningly, the average salesperson generates about one appointment or referral from every 209 cold calls.
The good news is, there’s a ton of bad salespeople out there who are skewing that statistic. Plus, you won’t be dialing random numbers and hoping the owners of those numbers want to sell their house — you’ll be compiling a list of absentee owners or people who are going through foreclosure, bankruptcy, or divorce and likely want to sell their property quick for cash. Doing that will skew the above statistic in your favor.
To keep the person’s interest and to build immediate trust, consider using this real estate script for your cold calls — adapt it as needed to the prospect’s personality and your tone of voice.
Salesperson: Hey [name]. My name is Justin and I’m looking at buying a house in your neighborhood. Can I ask you a few questions about [address]?
Salesperson: Okay, I’ll be brief. I was wondering if you have any interest in selling that property? I’m a real estate investor in the area and I can pay cash for your property — usually, I can even close within just a couple weeks. Does that interest you at all?
Prospect: Okay — you’ve got my attention.
If the prospect tells you that they’re busy when you say, “Can I ask you a few questions about [address]?” just ask if there’s a better time when you can call them back.
The beauty of this real estate script is that you’ll quickly catch the prospect’s interest if they’re even a little bit interested in selling their property. You’ll also build immediate trust with them because of the reasonable and gentle vibe this script gives off. Try it and see how it goes!
2. Real Estate Script For Door Knocking
Shockingly, door-to-door sales still generate about $30 billion per year in revenue.
Door knocking is similar to cold calling, but with a few important differences.
First of all, it’s much more socially difficult to close the door on someone’s face than it is to hang up the phone. Which means that you’ll have a slightly easier time keeping someone’s attention. Second, face-to-face communication feels much more personal than a phone call, so you should also have an easier time building trust.
You can use door knocking to connect with motivated sellers directly, or you can use it to find motivated sellers (kind of like you would with driving for dollars).
For both goals the real estate script is the same, because you don’t want the person knowing you did a ton of research on properties they own (that can come off a little weird). Consider a real estate script that starts like this…
Salesperson: Hi. Sorry to bother you. My name is [name] and I’m a real estate investor looking for properties to buy in the area. Do you know of anyone who has a property that they might be wanting to sell quickly for cash?
Prospect: Actually, I might have a property that fits the bill.
Salesperson: Oh. Great! What’s the address? Do you mind if I drive by it?
Prospect: Sure. It’s [address].
Salesperson: Great. Do you know how much you’re wanting to get for it?
Ideally, the prospect will mention the property they own, but if they don’t, then they might mention a property that someone else owns. Roll with the punches and take what you get. Most people will want to give you some sort of helpful answer — it’s human nature.
3. Real Estate Script For Motivated Sellers
For any real estate investing business, motivated sellers are the bread and butter of success.
Buyers are important (without them, who would you flip properties to?) but sellers — ahh, sellers — without them, you don’t have a business at all! You need to find people are willing to sell their house fast for cash.
And when a motivated seller contacts you — maybe because of direct mail, your website, or a bandit sign — you need to have a plan for what to say. The last thing you want is to lose that lead because you stumble over your words and don’t have a plan for how to take them from interested and aware to trusting and committed.
At Call Porter, talking to motivated sellers is our bread and butter. We pride ourselves on answering the phone for hundreds of top real estate investors around the nation in a way that builds immediate trust.
Our methodology is based on the genius behind How To Win Friends And Influence People by Dale Carnegie. And each of our reps is U.S.-based and expertly trained on specifically how to talk with motivated sellers. You can learn more about working with us over here.
As for what you should say when a motivated seller comes ringing, consider something like this…
Salesperson: Hi, this is [name] with [company]. How can I help you?
Prospect: Yeah. Hi. I received one of your pieces of direct mail that says you’re interested in paying cash for my property.
Salesperson: Yep. That sounds right. Can I get your name and your address?
Prospect: Sure. My name is [name] and my address is [address].
Salesperson: Great. How much are you hoping to get for your property?
Then run through all the pre-qualifying questions you have. Remember, the lead came looking for you — so you don’t need to over-complicate this or over-sell yourself. To some degree, they already trust you. And the more confident you are on the phone, the more likely they’re going to work with you in the weeks to come.
4. Real Estate Script For Old Leads
Ryan Dossey, the founder of Call Porter and real estate investor with a portfolio of over $9 million, is a firm believer that most investors aren’t working their leads enough — that is, they give up too soon on pursuing old leads.
He’s closed multiple deals in his own business that required somewhere between 10 and even 50 follow-ups. He’s also lost deals because his team didn’t follow-up fast enough or often enough.
In fact, he ran an audit on his team’s follow-up performance recently and found that they’d lost several deals to other investors in the area simply because they hadn’t stayed in contact long enough.
Here’s a video where he explains this.
Follow-up for real estate investors is so important that we’ve dedicated this article entirely to that topic.
And pursuing old leads who’ve been on your prospect list for a long time is just as important as following up with brand new leads. You never know when a person is going to be ready to sell — but you definitely want to be top-of-mind when they are.
You might consider running an audit on your own leads for the last 3 or 6 months. Then, use this email script (or alter it for a phone call) to follow up with leads that have fallen through the cracks.
You might just pull a $10k deal out of it.
It’s [name] with [company].
It’s been a while since we talked — how are you? Are you still interested in selling the property at [address]?
If you are, I’m still very interested in purchasing it for cash and closing in as little as just a couple weeks.
I’m happy to hop on a phone call and talk about this more with you — my number is [phone number].
Reach out any time. 🙂
Wishing you the best,
5. Real Estate Script For Skeptical Seller
Not every lead is going to be an easy close.
Heck — most leads aren’t going to be. Ryan once told me that 90% of his cash offers get outright rejected on the first go-around: “The follow-up is where the real deal-closing magic happens,” he told me.
And that’s because sellers, no matter how motivated, are skeptical. They’ve never met you before, they don’t know if they can trust you, and they are scared of getting scammed.
You know as well as I do that those fears are misplaced and invalid. But to the seller, those fears are very real.
Which is why you need to have a little empathy when dealing with skeptical sellers. Be gentle and understanding, exhibit confidence (not arrogance), and explain to them why they can trust your business.
To do that, you can…
- Tell a story about someone else you helped.
- Tell the seller how long you’ve been in business or how many people you helped.
- Find a commonality between the seller and yourself.
Consider handling skepticism something like this…
Prospect: I don’t know. Who’s to say that I can trust you, though?
Salesperson: Yeah. I totally understand that concern. I would be nervous about taking a cash offer on my house from someone who I’d only just met, too. But the good news is that I’ve been in business for X years, and during that time I’ve helped X people. One person I just helped was actually in a very similar situation to you. Heck — I’ve lived in this city for X years and I love it here. I have no interest in soiling my reputation by making a quick buck. Naw — I’m in this for the longterm and I’m just looking to find win-win opportunities with homeowners who want cash for their house and want to sell quickly. If that’s you, great! If not, great! I want both of us to benefit from the transaction.
Notice how that response starts with empathy? Only once you’ve shown the seller that you understand where they’re coming from should you explain why they can trust you and your business. Don’t get defensive — that will only serve to hurt trust between you and the prospect.
My mom used to say, “If you don’t have anything nice to say, don’t say anything at all.”
Perhaps for our purposes, we could change that to, “If you don’t have a plan for what to say, don’t get on the phone until you do.”
The fact is, you’re going to be a more effective salesperson and close more deals when you have a plan for what you’re going to say. You can use the above real estate scripts to get yourself moving in the right direction.