meredithmc
December 10, 2024
10 Minute Read
In this article:
How to use real estate phone scripts
8 tips for real estate cold calling
Qualifying questions to ask prospects
Questions and objections to prepare for
6 real estate scripts for buyers
Real estate cold calling scripts may help you convert more leads because they enable you to stay on-message and achieve your goal of setting an appointment. According to the Zillow Group Consumer Housing Trends Report 2019 survey data, 71% of sellers say an initial impression of trustworthiness is very or extremely important in helping them decide on an agent. When you’re prepared to expertly discuss the local market or listings, you present yourself as a knowledgeable, action-oriented professional.
Real estate prospecting scripts and appointment-setting scripts can help you feel more comfortable when speaking with prospects you don’t yet know. You may be reaching out for the first time, or you anticipate that others may bombard you with questions or be reluctant to take the next step. Using real estate scripts can prepare you for different scenarios, giving you a confident approach that can convert prospective clients and get the appointment.
Your first call may be a live connection, a selected lead or a call about a Zestimate concern. You may even have a call about a property that has been in pre-foreclosure. As a Zillow Premier Agent partner, you’ll be transferred to live calls with interested leads, and scripts help you prepare for that initial conversation.
Be prepared to answer some common questions, such as why the Zestimate is higher or lower than the sale price or what’s involved in the pre-foreclosure process. A script for real estate prospecting can help relieve any frustrations the prospective client may have about their experience so far.
Use real estate prospecting scripts to help:
Perhaps your lead wasn’t ready for a detailed conversation the first time around — you may have met them at an open house, or they’re a nurture lead who wasn’t initially ready to talk to an agent.
Answering questions is just as important as asking them. Remember to actively listen: You may pick up clues about what their real needs are. While these leads may not be ready to buy now, they may know someone else who is looking.
Use real estate follow-up scripts to:
Award-winning actors go through comprehensive preparation for a role. Like an actor, you should be ready to engage your audience in a believable way. Practicing your scripts will make you sound natural and genuine. Keep your tone loose and don’t worry about dropping the script if the conversation is going well. Here are some actions you can take before a call so you’re better prepared for conversations.
Be confident. Moderate your inflection and tone — avoid nervous laughter or fake cheer. Maintain good posture for the best vocal projection.
Stay informed. Be prepared for questions or concerns a prospective client may have. Don’t overpromise.
Practice in pairs. Take the time to rehearse your scripts with someone. Take note of any feedback and try again until the conversation feels natural.
Memorize in portions. Break up the script into sections to more easily memorize and retain the words.
Be ready to take notes. Have a paper and pen handy for jotting down information.
Refresh your market knowledge. Make sure your listings are top of mind: prices, features and locations. Have your Zillow login credentials on hand as well.
Know your availability. Be able to schedule the soonest possible time with a buyer or seller without having to reference your calendar.
Have a meeting place in mind. Pick a place that’s familiar to you, easy for clients to find, has ample parking and offers a conversation-friendly setting so you and the prospective client can chat in comfort.
If using scripts doesn’t feel natural to you, preparing some qualifying questions can ensure you get everything you need from the real estate call. Qualifying questions are ideal for any form of communication: phone, email or in person.
The most challenging conversation is one where a prospective client has multiple reasons for not wanting to take the next step. When you prepare for their concerns with a real estate script, you stand a good chance of clarifying what they really need and how you can help. Here are some of the most common questions and objections to prepare for.
Review the scripts below to professionally answer these questions and others.
It’s hard to find the right words to engage your buyer leads, so we created these phone scripts to help you keep the conversation moving.
After using one of these real estate phone scripts, consider making your second touch point an email or text message.
Agent: Hi, it’s [your name] from [brokerage name]. I just received your inquiry about [address] on Zillow. Are you interested in looking at this property?
Buyer: Yes, I’d love to take a look.
Agent: Excellent! How far along are you in the buying process?
Buyer: [Answers]
Agent: That sounds great. [Provide some details about your background and expertise] When are you available to take a look at this property?
Buyer: [States availability]
Agent: OK, [day, time] works for me. One more thing, just so I’m not stepping on anyone’s toes. Are you working with another agent right now?
Buyer: [Responds]
Agent: OK, see you then.
Hi, [contact name], this is [your name] from [brokerage name]. Thank you so much for contacting me. I would love to show you the house/condo/apartment at [address] as well as other similar properties in the area. Please give me a call back or text me at [your number]. I’ll also follow up with an email. Thanks, and I look forward to speaking with you!
Agent: Hi, it’s [your name] from [brokerage name]. I just received your inquiry about [address] on Zillow. I haven’t had a chance to look it up yet, but I’ll see what I can do to set up an appointment to look at it. What was it about that place that interests you?
Buyer: I’m just looking right now.
Agent: Totally understand. What is it you are looking for?
Buyer: [Gives detail on home search], but again, I’m just looking right now.
Agent: No problem. The market is moving pretty quickly, but it’s a great time to buy. Do you have a sense of your timeline?
Buyer: [Provides timeline]
Agent: Got it. So, the easiest thing for me to do is to send you an email so you can see properties that fit your interests. It won’t be overwhelming, but it will keep you up to date about what comes on the market. If you see something that you want to take a look at, just give me a call or reply to the email.
Buyer: [Responds]
Agent: Thanks for your time. I’ll stay in touch over the next couple of weeks to make sure I’m sending you the right properties. If anything changes, give me a call.
Agent: Hi, it’s [your name] from [brokerage name]. I just received your inquiry about [address] on Zillow. That particular house may not be for sale, but I’ll look into it further to confirm. What was it about that place that interests you?
Buyer: [Provides info about what they are looking for]
Agent: Great! So, while you were looking on Zillow, did you see anything else you want to go see? I can set up appointments for all of them so you can get a real feel for what’s out there.
Buyer: [Provides other address — oftentimes this keeps them from contacting multiple agents]
Agent: Perfect, when would be the best time to shoot for looking at some of these?
Buyer: [Responds with times]
Agent: Great, let me see what I can do about getting appointments for showings. I’ll call you back in 30 minutes, OK?
Buyer: [Responds]
Agent: That should work. One more thing, just so I’m not stepping on anyone’s toes. Are you working with another agent right now?
Buyer: [Responds]
Agent: OK, I’ll give you a call back in a few minutes.
Agent: Hi, it’s [your name] from [brokerage name]. I just received your inquiry about the pre-foreclosure on [street name of home], so thanks for contacting me. Are you familiar with the foreclosure process?
Buyer: [Replies yes or no]**
*[*If NO], Agent: Well, the home you asked about is in pre-foreclosure, which means the homeowner still has an opportunity to catch up on payments with their lender. If that happens, the home loses its pre-foreclosure status.
If the homeowner can’t catch up, the home will move into foreclosure, at which time the lender can choose to buy it back, it can be sold as a short sale or it can go into auction. This whole process can take a long time, sometimes up to two years. When are you looking to buy a home?
*[*If YES], Agent: Great! Then as you know, the pre-foreclosure status of this home simply means that the homeowner is behind on mortgage payments, and a lot could still happen with this property. Regardless of the outcome, it is a very lengthy process. When are you looking to buy a home?
Buyer: [Provides timeline]
Agent: OK, and what is it about this pre-foreclosure property that you like?
Buyer: [Lists features and attributes]
Agent: Great, thanks for sharing. Let’s keep an eye on the pre-foreclosure property. In the meantime, I am happy to send you properties that have similar characteristics but are actively on the market.
Alternatively, we can hold out for this property, but I always think it’s a good idea to see what’s on the market as pre-foreclosures can fall through. Would you like for me to send similar properties to you when I come across them?
Agent: Hi, it’s [your name] from [brokerage name]. I just received your inquiry about [address] on Zillow. That particular house may not be for sale, but I’ll look into it further to confirm. What was it about that place that interests you?
Buyer: [Provides info about what they are looking for and asks why the Zestimate is higher or lower than the sales price]
Agent: The Zestimate home value is Zillow’s estimated market value. It’s a tool designed to provide a starting point in home valuation, but it’s not an appraisal — it can’t see inside a home to understand things that could influence the price. But that’s why I’m here!
Buyer: [Follow-up question about price being different from Zestimate]
Agent: I’d love to show you this listing so we can have a better conversation about this property’s Zestimate and value. When are you available to take a look?
Buyer: [Responds]
Agent: That should work. One more thing, just so I’m not stepping on anyone’s toes. Are you working with another agent right now?
Buyer: [Responds]
Agent: OK, see you then.
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