Assume Success: 13 Phrases to Keep Prospects Engaged

“What would it take to get you into this little beauty today?”

This line from the often-parodied car salesman always gets an eye roll, but take away the sleaze factor and you’ll find the question itself is valid and actionable: The salesman assumes you’re there to buy a car, so instead of asking if you will purchase one, he asks you how to move your decision to the next step. It’s called assumptive language, and it’s the same technique you use when trying to get an exhausted child into bed: You don’t ask if he’s ready to go, you ask if he wants to wear the red jammies or the blue ones.

Assumptive language gives real estate leads ownership in their decision to choose you. It works most naturally and effectively when you have built rapport with a lead based on your research of their interests and needs. When they agree to meet you, it’s safe to assume that the lead will select a real estate agent; your strategy is to phrase your questions and responses in a way that prompts them to choose you.

Keep prospects engaged using these 13 assumptive language phrases.

1. Is it better to call you this afternoon or tomorrow morning?

Failing to follow up with real estate leads isn’t an option, but giving them the choice of when you contact them is.

2. Where do I email the information I prepare for you?

Leads want the information you offer, so it’s natural to ask for the correct place to send it.

3. Based on the needs we’ve discussed so far, I recommend that…

Demonstrate that you have the knowledge and skills to address their needs and that now you’re ready to act — and subtly let them know you think they’re ready to proceed, too.

4. As we start to look at homes…

Get leads to visualize themselves touring homes with you and bring them a step closer to saying “yes.”

5. When you list your home with me…

Share your plan for marketing their home to reinforce the idea that their relationship with you is already underway.

6. What’s your next step in choosing your real estate agent?

Both you and the lead know there is a next step in the process; assumptive language prompts them into saying what it is. Also, by saying “your” real estate agent, you give them ownership of your services — even though it isn’t official yet.

7. Another service our team will provide you is…

Talk about the customer service you bring to your real estate clients to demonstrate how they will benefit from signing with you.

8. When we get together to talk about your buying (or selling) timeline…

You haven’t landed the client yet, but discuss how you’ll guide them through the process to show leads that you’re confident in your ability to meet their needs.

9. I put together an analysis of comparable homes; do you prefer to see them by price or by location?

Don’t give leads a chance to say they don’t want to look at comps; instead, let them choose how to view the work you’ve already done on their behalf.

10. Do you prefer that I text, call or email you?

Kill two birds with one stone: Find out their preferred method of communication and get their permission to contact them.

11. What questions do you have for me?

Make the lead think about what you’ve said and tell you what else they need to make their decision.

12. Assuming that what I offer sounds acceptable to you, when should we start?

Assume that without any objections to what you’ve proposed, signing with you is just a formality at this stage.

13. What is stopping you from signing with me today?

After you put your best foot forward and demonstrate the value you bring to real estate transactions, the only thing left to ask the lead is if there are any remaining barriers to choosing you as their agent.

Assumptive language is about moving leads forward toward a decision they’ve already chosen to make — selecting a real estate agent. When you present your value proposition to leads and assume an answer other than “yes,” you’ll get the response you expect. Using language that assumes you’ve already landed them as a client — being confident, but not cocky, and self-assured, but not self-centered — increases your chances of making it a reality.