One thing virtually all top producers have in common is mastery of their scripts and dialogues. In the hands of a top producer, a great script sounds completely natural, easily overcomes client objections, and moves the client forward to closing. If you’re ready to convert more leads into appointments and closed transactions, mastering the right scripts is the place to begin.
Did you know that most successful cold callers have their scripts in front of them even if they have been making cold calls for years?
While there are hundreds of real estate scripts to choose from, the real issue is identifying which scripts will work best for you and your business. The best scripts are short, ask a question, are easy to remember, and strengthen the connection between you and the client. They must also sound unscripted.
Why so few agents use scripts effectively
Agents struggle with scripts for a wide variety of reasons. Here are some of the most common ones:
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They don’t listen
When agents first start using a script, they’re so focused on what to say that they often fail to hear what the client actually says. Here’s one of my favorite examples from the Mike Ferry Organization.
Agent: When do you plan on moving?
Prospect: When I die.
Agent: And when will that be?
Although this script meets two important criteria of a successful script (i.e., it’s short and it asks a question), the challenge in this case is that the agent failed to hear what the client is saying.
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The script is too long
The longer a script is, the more difficult it will be to remember. Shorter is better.
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The script is focused on telling rather than questioning
The person asking the questions controls the conversation. Rather than focusing on why the prospect should hire the agent, the most effective scripts ask a series of questions instead.
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It sounds like they’re using a script!
For a script to work for you, it must mirror how you normally speak. If it doesn’t fit your speech patterns, it comes off as sounding artificial and breaks the connection with the prospect.
Consequently, begin by reading the script out loud and recording it on your mobile device. If it doesn’t sound right, rewrite the script. Repeat the recording and replay process until it sounds natural. Continue to replay the recording until you can repeat the script from memory and it sounds natural.
The main elements of a script are a greeting (avoid Hello because it starts with an upstroke that makes you sound weak), your name and company, the reason you’re calling, and a closing question. Here’s an example of this basic format for prospecting for first-time buyers:
Agent: Good morning. I’m Sally Agent with ABC Realty, and I specialize in helping renters become homeowners. Is help with becoming a homeowner a service you want?
Prospect: I’d like to become a homeowner now but don’t have the down payment.
Agent: Let’s set a time to meet where I can go over the different down payment assistance programs in our area that can help you to buy now. Does tomorrow morning at 10 a.m. work for you or would 4 p.m. be better?
Always remember, your primary goal when you use a script is to set a face-to-face appointment where you can get a contract signed!