5 Tips to Master Real Estate Prospecting Scripts

Top-producing real estate agents have learned how to master real estate prospecting scripts to control the flow, tone, and directions of every prospecting call. In this post, we’ll take a look at the reasons why scripts are important and give you a few tips on how to get the most out of your real estate prospecting scripts.

THE IMPORTANCE OF REAL ESTATE PROSPECTING SCRIPTS

Many real estate agents stay clear of scripts, believing that scripts make them sound inauthentic and robotic. They prefer to “wing it,” thinking they’ll sound more natural and conversational.

Let’s take a second to review how lead-generation real estate scripts serve a number of purposes:

• Using scripts ensures that every interaction with potential leads is consistent. Consistency is crucial for building a brand image and maintaining professionalism. It also helps deliver a standardized message about the property or service offered.
• Scripts are crafted to convey key information clearly and compellingly. This helps real estate professionals communicate effectively, ensuring they cover all necessary points and address potential concerns or objections from leads.
• Having a script saves time during lead-generation activities. Real estate agents often deal with a high volume of leads, and having a well-prepared script allows them to move through conversations efficiently without missing essential details.

We won’t deny that sounding natural when phone prospecting is better. And, yes, if you’re simply reading from the scripts word-for-word, you’ll likely sound forced and robotic in a monotone voice. But there is a huge difference between reading and MASTERING your real estate prospecting scripts. When you master your scripts for real estate agents, you’ll become more comfortable with your delivery, sounding more natural and friendly to the prospect on the other end of the call. You’ll also become a more effective listener. Rather than being concerned about what you’re going to say next, you can focus on listening to the homeowner in order to understand their concerns and goals.

TIPS FOR WORKING WITH REAL ESTATE PROSPECTING SCRIPTS

Real estate prospecting scripts have value for any agent who aspires to be at the top of their game. To that end, let’s look at a few tips that can help you to master your scripts:

1. ASK EFFECTIVE QUESTIONS.

   We often think of “scripts” as tools for actors to bring a character to life. In a sense, the same holds true for top-producing real estate agents. Proven scripts (like those you can access within Espresso Agent) bring life to your efforts to engage a prospect. We know (and surely you’ve heard) that the key to successful script practice is asking questions rather than reciting facts. A real estate prospecting script is a tool that guides how to ask compelling open-ended questions. “If/then” questions are a particularly effective tool when working with expired listing prospects: “Once you sell your home, then what’s your next move.”

2. NEVER STOP PRACTICING.

   Don’t let yourself be caught by surprise when a prospect asks basic questions about market inventory, interest rates, etc. Of course, you need to know your scripts and keep them fresh and updated. But you also have to anticipate, which means availing yourself of market dynamics via your local realtor’s association, agency, and colleagues. To that end, you need to know your scripts intimately and continue practicing to become more fluid and conversational. If you haven’t already done so, find yourself a role-playing partner. Take 15-30 minutes every morning to work with your partner on scripts, especially on handling objections. Role-playing right before actual prospecting is the best way to get focused for the day ahead.

3. THINK POSITIVELY ABOUT REAL ESTATE PROSPECTING SCRIPTS.

   As we suggested above, newer agents often feel uncomfortable working with scripts. This is understandable. After all, our egos tell us we’re better off being and sounding “natural.” Using a script doesn’t mean you can’t use your own words. But it’s essential, and very helpful, to begin by practicing scripts verbatim. Espresso Agent has a variety of scripts for different situations. The more comfortable you become with the scripts, the more you can adapt them to fit your own style. And the more natural and conversational you’ll sound during your prospecting calls.

4. THE IMPORTANCE OF BUILDING RAPPORT.

   Perhaps you’ve heard this statistic: 90 percent of people will respond similarly given the same circumstances. So, in real estate, buying and selling homes repeatedly puts people in the same situation. Still, the onus is on you, as the agent, to engage with them to build rapport. And there’s more to real estate lead generation script practice than just repeating the words on the page/screen. You have to learn how to modulate your voice, add emphasis when the emphasis is needed, and use the proper phrasing. Again, mastering conversation through using your scripts is all about practice.

5. PRACTICE HANDLING OBJECTIONS.

   You will hear objections no matter how good you are at delivery and voice modulation. Don’t let objections, especially the REFLEXIVE NO, take you off your game. By practicing and internalizing scripts, you will become more adept at handling the inevitable objections that come with real estate sales. But you also need to be realistic. If you’ve done your best to address the customer’s objections to no avail, cut your losses and move on to your next lead. There are plenty of homeowners who need what you have to offer.

The more you work with scripts, the more comfortable you’ll become in your conversations with prospects. They will feel your comfort, which will naturally translate to them feeling confident that you’re the person to sell their home.

If you’d like to find a ROLE-PLAYING PARTNER, Espresso Agent can help. Just send us an email at the bottom of our HOME PAGE. 

Doug Spak

Doug Spak joined Espresso Agent as a Content Marketing Specialist in 2016. Doug brings nearly four decades of experience as a copywriter, blogger, and screenwriter to his role with Espresso. Since joining our team, Doug has actively updated website content, published more than 300 blogs, and created countless social media posts.