Real Estate 101: Daily Dialogues and Sales Scripts

Regina Brown | June 2, 2015 | Marketing

Real Estate 101: Daily Dialogues & Sales Scripts

“Scripts make you sound like a robot,” some real estate agents say.  So they refuse to use them.  And I agree that reading a script sounds canned and uncaring.  However, seasoned pros will attest to the fact that we need scripts to guide our discussions and win business.  By choosing words carefully and using purposeful conversations, you can direct and drive your sales skillfully.

What are scripts? Sometimes referred to as dialogues or expressions, they are simply suggested phrases that help you overcome objections and close sales.  Scripts are proven concepts that put you in control of conversations with leads and clients.  They are tried-and-true techniques, and when used as part of your sales strategy, can earn you higher profits.

Scripts should never sound memorized. You can adapt them to suit your personality, and customize to each situation when responding to a client.  The key is that you must rehearse the scripts in advance, and then spend time practicing the phrases with leads, prospective clients, buyers, sellers, and coop agents.

Internalize the scripts so the genuine “you” shines through every scenario. When you truly care about your clients, they will appreciate your authenticity.

The most common ways that top producers use scripts are when:
  • Starting a real estate conversation with a person you just met
  • Securing a listing appointment
  • Explaining to sellers the value of their property
  • Convincing the seller to sign your contract at a listing appointment
  • Informing buyers why they must meet you at your office before showing property
  • Going to bat for your buyers to get their offer accepted
  • Helping buyers feel good about the offer they submitted (and not cancel)
  • Getting a seller to see the value of an offer received
  • Requesting repairs from the seller (though their agent)
  • Persuading sellers to agree to a price drop on the listing
  • Answering common questions from first-time buyers
  • Influencing a consensus from all parties for a contract change
  • Negotiating for a higher offer from a buyer (though their agent)
  • Setting boundaries for your work hours
  • Responding to a question for which you do not know the answer
  • Asking for a referral to future business
  • Requesting a recommending from clients

Now that we know the value of incorporating scripts and dialogues into our conversations, how do you find and learn those scripts? The best way to learn is to get a coach or a mentor who can teach you the right things to say at the right time.  Many traditional real estate coaches are respected for their sales training, such as Tom Ferry, Tommy Hopkins, Roger Butcher (now retired), and Brian Buffini.

We suggest that you associate with successful seasoned real estate agents and learn their approaches. When you attend your local MLS marketing meeting, you’ll see industry experts who are always at the top of their game.  Seek them out and follow in their footsteps. You can even find numerous script groups on Facebook and learn quite a bit.

Lastly, effective communication is not a one-way street. It involves listening and responding to show that you care about the other person.  Remember the saying: “People don’t care how much you know, until they know how much you care.”

So when you talk to people with your scripts and dialogues, show that you truly do care about them. That’s the best way to win clients.

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Regina Brown