6 Real Estate Scripts Proven To Generate Leads

Key Takeaways

Coming up with the perfect real estate scripts for your business is no easy feat. You’ll find real estate gurus who’ll tell you that they’ve found the secret formula. However, there’s no guarantee that their scripts will actually work. Developing your own real estate scripts is a worthy investment of your time. That’s because they can help you develop new sales approaches and gain more confidence when talking to leads.

In this guide, we’ve curated some example real estate scripts for 6 common scenarios:

  • Real Estate Script For FSBOs

  • Real Estate Script For FRBOs

  • Circle Prospecting Real Estate Script

  • Seller’s Real Estate Script

  • Expired Listings Script

  • Real Estate Script For Internet Leads

What we recommend is that you take these examples and adapt them to your own process and personality. Then, with some practice and fine-tuning, you’ll be generating leads in no time.

Cold calling scripts

Real Estate Script For FSBOs

For Sale By Owner (FSBO) means that a homeowner listed their property for sale without going through an agent or broker.

FSBOs are tricky because it usually means that the owner already decided that they don’t want to work with a real estate professional. Usually, it’s because they don’t want to pay commission or think that agents are out to get their money.

When talking to the owner, ask them a series of questions designed to get to their “why” of listing without an agent. Don’t talk about money, or they’ll likely shut down the conversation right away. Instead, focus on how you can save them money by getting them a better deal through your expertise. The best real estate scripts will help you build trust with the FSBO seller.

Example Of Real Estate Script For FSBOs

You: Hello! I recently found this listing at [street address] and have a few questions about it. Are you the owner who listed it for sale?

Owner: Yes.

You: Fantastic, thank you! My name is [your name], and I work with [agency / business name]. I wanted to give you a call because I represent a few buyers who want to buy in your area. I think they’d be interested in your listing, but I need some more information. Could you please tell me your asking price?

Owner: $500,000.

You: Thank you. Are you currently working with any real estate agents?

Owner: No.

You: Would you be willing to share why?

Owner: I just feel like I can sell the house by myself without paying for an agent.

You: Thank you for sharing that with me. What I’m hearing from you is that you’re interested in saving as much as possible. Is that correct?

Owner: Correct. I don’t want to be ripped off.

You: I completely understand your sentiment. Could you share with me how long your house has been listed for sale?

Owner: 6 weeks.

You: On a scale of 1 to 10, how motivated are you to sell?

Owner: Pretty high. I just bought a new home in Arizona so that I can be closer to my grandchildren, and I want to move as soon as possible.

You: Wow, that’s amazing! I just want to let you know that I have some strategies to help you get even more money for your house than you’re listing for and to get offers in soon. It sounds like you want to sell quickly and get more money into your pocket if you can.

Owner: That’s right.

You: I’d like to propose that we schedule a meeting [or video call if appropriate] to share my ideas with you. [Propose date and time.]


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Real Estate Script For FRBOs

According to the U.S. Census Bureau, the average rental vacancy rate in the first quarter of 2021 was 6.8 percent. That translates to roughly 3 million rental owners who are losing money from vacancies.

If you come across a For Rent By Owner (FRBO) property that’s been vacant for some time, you’ll likely reach its landlord at the height of their frustration. When you contact them, explain how you can help them with their investment to quell their income loss.

Example Of Real Estate Script For FRBOs

You: Hi. I’m calling because I’m interested in the rental you have listed at [street address.] Are you still looking for someone to fill the vacancy?

Owner: Yes.

You: Great! My name is [your name] with [agency / business name.] I work with buyers and investors in your neighborhood. I wanted to reach out and find out what your long-term goals are with that property?

Owner: Well, right now I’m just trying to rent it out.

You: Do you mind my asking how long you’ve had the vacancy? What’s the rental price?

Owner: It’s been about two months, and I have it listed at $2,500 per month.

You: Okay, so what I’m understanding is that you haven’t been able to fill it for about 8 weeks, and you’re looking at an income loss of $5,000. That number will keep going up until you find a tenant. When was the last time you had an appraisal to see what your property is worth?

Owner: I haven’t since I bought the place 10 years ago.

You: The market’s changed a lot in the last few years. Would you ever consider selling the property if the numbers made sense?

Owner: Maybe, I haven’t really given it a lot of thought. I’ve been renting the place for a decade without any problems until now.

You: I’ve helped many property owners in my career, and sometimes it makes more sense to sell your investment property. Other times it makes sense to keep renting it out. What I’d like to do is research the property’s current value. If anything, I can help you find what you should be charging to help make your rental more competitive. I think it would be beneficial for you to know what your property is worth. Do you have a few minutes this week to meet [or propose a video call if appropriate] so I can tell you what I find and go over some options with you?

Circle Prospecting Real Estate Script

Circle prospecting describes the process of cold-calling residents who live within the radius of your last deal. Because you now have the latest information specific to the area, you have a legitimate reason to cold-call out of the blue.

Through the process of circle prospecting, you’ll likely end up with new leads, referrals, and valuable information about the neighborhood that you didn’t already know.

The tricky part about circle prospecting is that you won’t know what direction the conversation might take. The person on the other end of the line could be interested in buying, selling, or renting. Many people you call won’t be interested in doing anything at all.

Below you’ll find an example script of how you can start the conversation. Of course, you’ll have to improvise the rest based on how the conversation unfolds, but that’s usually where the magic happens. Instead of focusing on what to say next or on trying to make a sale, actively listen to what your potential client is saying. After all, the main goal of the first contact is to build a relationship.

Before you get discouraged, keep in mind that “no” really means “not right now.” Circumstances constantly change, and people are more motivated to take action when the right incentives are in place.

Example Of Circle Prospecting Script

You: Hi there, my name is [your name], and I’m with [agency/business name.] I’m calling you today because I just sold a house in your area. I still have interest from buyers, and I’m in search of new listings for them.

Do you happen to know any neighbors that might be interested in selling?

If you knew you could get the best possible price for your home, would you ever consider selling?

Real estate cold calling scripts

Seller’s Real Estate Script

The real estate industry is tough. If you’re too aggressive when talking to a lead, you could quickly turn them off. But, on the other hand, you could miss out on an opportunity if you’re not assertive enough.

The best real estate professionals know how to walk this extremely fine line. As a result, they get good at creating opportunities for themselves without pushing clients away.

Sometimes it’s easier to start by learning what NOT to do when talking to a client:

  • Manipulation by playing on their guilt

  • Making empty promises

  • Pressing someone to make a decision before they feel ready

  • Inflating information, such as inventory or last sales price

Instead, focus on creating an opportunity for your client to take advantage of. Create a sense of urgency and exclusivity without being too aggressive. That way, your client will be more inclined to take action for fear of missing out. Last but not least, remember to maintain your confidence. Clients are looking for someone they can trust.

Seller’s Real Estate Script Example

You: Hi! My name is [your name], and I’m with [agency / business name.] I just wanted to give you a phone call and give you a brief update about the real estate market in [neighborhood.] I just recently sold a house for [neighbor’s name] for [selling price.] Do you know them?

Lead: Yes, I do.

You: Great! It’s well above the market price. I know of [number] homes that have sold in your neighborhood in the past [number] days. The market is really active right now. Have you ever given any thought to selling your house?

Lead: No, not really.

You: How long have you been living there?

Lead: About [X] years.

You: Would you consider moving if you knew that you could sell well above market price?

Lead: Maybe. It depends on how much more.

You: Okay. Well, I’d only ask you to consider moving if you felt like it was the right decision for you. What I can tell you is that I’ve successfully sold homes in your area for well above market price. I have some great strategies to make sure you get the most money for your house if that’s something you’re interested in. I’d like to propose that we schedule a meeting [or video call if appropriate] to share my ideas with you. [Propose date and time.]

Expired Listings Script

A listing will expire when something went wrong during the sale process. Although this presents an opportunity, tread lightly because it’s often an emotional time for your potential client. Having a listing fall through probably means they’re feeling disappointed or frustrated. They’re also likely fielding calls from lots of agents, only adding to their frustration.

The way you’ll stand out from the crowd is by practicing genuine empathy. Seek to understand what went wrong and how the client feels about it. It’s best to ask them a series of high-mileage questions and try to do as little talking as possible. When a client feels truly heard by you, they’re more likely to entrust you with their house.

Example Of Expired Listings Script

You: Hi there! My name is [your name], and I’m with [agency / business name.] I saw that the listing for your home unfortunately expired. How are you feeling?

I’m sorry to hear that, I can only imagine.

Would you mind sharing what you think stopped your home from selling?

What do you feel that could have been done better?

Where did you plan on moving next, and how soon do you need to be there?

Have you already found an agent to work with?

What are some qualities you’re looking for in your next agent?

I would love to meet with you to share the unique techniques I’ve used to sell homes in your neighborhood. I already have some strategies in mind to get your house off the market as soon as possible.

Would you be open to scheduling a meeting so that I can share my ideas with you? [Propose date and time.]

Real Estate Script For Internet Leads

Following up on leads from internet marketing offers an advantage over cold-calling. Through analytics, you can track the behavior of your lead on your site, such as how much time they spent on which pages and what they clicked on.

Through this behavior, you can strategize your best approach before picking up the phone. For example, if a user looked at the same listing multiple times over a few days, it might be a clue that they’re interested in buying that listing. Or, if a user looks at several listings in one neighborhood, it could be a clue that they want to buy a home, but haven’t found the perfect listing yet.

Without even having had a conversation with the lead, you can use their behavior to inform how you want to start the conversation.

Internet Lead Script Example

You: Hello. My name is [your name], and I’m with [agency / business name.] I’m reaching out today because I noticed that you were looking at some listings in [neighborhood.] Are you interested in buying in the market?

Lead: Yes, I am!

You: Have you seen any listings that piqued your interest?

Lead: I liked some of the houses I saw, but none of them stood out as “the one.”

You: Thank you for sharing that with me! Alright, in that case, could you share some of the qualities that you liked?

Lead: Sure. [Qualities that they liked.]

You: Those are some great qualities. Okay, what are some qualities that you didn’t like so I know what to avoid?

Lead: [Qualities that they didn’t like.]

You: Thanks so much for sharing. I totally see why you feel that way, and I’d feel the same. Okay, so to me, it sounds like you’re looking for a house that features [summarize what they like], but what you don’t want is [summarize what they don’t like.] Is that correct?

Lead: That’s right!

You: Perfect! Could you tell me what your budget is?

Lead: [Price.]

You: Great! I have some listings that immediately come to mind, including a couple that are off-market and aren’t even listed yet. Would you be open to meeting with me so that I can show you these listings? I would love to make you happy and find you a home that suits your needs! [Propose date and time.]

Summary

If you noticed anything about these real estate scripts, it should be that there really shouldn’t be a script at all. They can help you formulate how you want to approach a lead or client, as well as how you’d like to open and end the conversation. However, the meat of the conversation will depend on how the client responds. You want to avoid getting so focused on sticking to the script that you planned out that you aren’t really listening to the person on the other line. The most successful real estate professionals are empathetic, active listeners. Your job is to hear out your client’s pain points, which in turn will allow you to propose solutions. Keep in mind that it’s human nature to want to trust someone who is kind and caring, rather than someone who is clearly just trying to make a sale.

Have you ever had an awkward conversation with a potential client? What are some lessons that you’ve learned and tips you can share?


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