Real Estate Scripts and How to Use Them

Scripts are essential for any client-facing business. They're used across industries and occupations, from sales to customer service. A tried-and-tested script boosts confidence when speaking, keeps messaging consistent, and helps the business respond faster and at scale.

Every agent needs an arsenal of real estate scripts that cover the gamut of common situations, from reaching out to a new lead to asking a past client to write a Google review. If you don't already have a variety of go-to scripts, now is the time to get started.

First, think of the scenarios you deal with most often (we provide common ones below) and the communication channels you use for each (i.e. text, email, and telephone). Then write all-inclusive templates that cover the topics you typically address in the given scenario.

Use our real estate script examples as inspiration to get started. Under each category, we provide direction as well as sample templates that you can edit to be in your brand's voice. The bracketed words indicate instructions or areas where you'll personalize the template for a specific recipient.

Asking for a review

It's usually best to ask for a review during a friendly call or an in-person conversation. This gives you the opportunity to directly convey how important reviews are to your business, which should increase the likelihood that your client will indeed take the time to write one. You'll then immediately follow up with an email to provide a link to the review site. A follow-up email works well as a nudge a few days later.

When you personalize this script, plant a few seeds of what you'd like that person to include in their review. You might remind them how quickly you sold their property, the fact that you negotiated a great price, or how the tech you used streamlined the homebuying journey.

Call

Hi, [first name]. I'm so glad we got to work together. It was so gratifying to help you [buy your first home/close in record time/etc.]. We made a great team!

I have a favor to ask of you, and I promise it will only take a couple of minutes. I'd really appreciate it if you would write a review for me on Google. Most people use Google to learn about my business, so it's incredibly helpful to have reviews on there that paint a picture of what it's like to work with me.

I'll send you an email shortly with a direct link to where you can leave the review. Thank you again! Please feel free to reach out with any post-closing questions that come up.

Follow-up email

[First Name], it was a true pleasure working with you. It felt like such a big win to be able to [close on your home in ## days/negotiate a $## savings on your behalf/etc.]. I'm here if you have any post-close questions.

As I mentioned during our last conversation, I'd greatly appreciate it if you could review me on Google. Reviews support my business in many ways, including helping others understand the value of working with me. Let me know if you have trouble accessing this link:

[insert link here]

If you know of anyone in the [city] area who needs a real estate agent, I would greatly appreciate your referral. I wish you the happiest of days in your [new home/retirement/etc.].

Reminder email

Hi, [first name]. I just want to send a gentle reminder to leave a Google review for my business. It doesn't need to be long; simply a short recap of your experience working with me and how I was able to [the achievement you highlighted in the first email]. I greatly appreciate you taking the time. Here is the link again for easy reference:

[insert link here]

Responding to a lead

The thing to remember when responding to a lead is that most of them will not be immediately ready to buy or sell. Some are window shopping, others are actively gathering information, and a small percentage are trying to move quickly. Your goal is to start a conversation so you can understand where they're at in the process and where you fit in. If you are too forceful, then you may scare away the more casual buyers and sellers.

We include text, email and call scripts here so that you can respond via the communication channel you feel is most appropriate. These templates are only written for the first interaction after you receive a lead's contact information. There are a multitude of directions the conversation can go after your first response, so be ready to answer their questions and provide information about your business and expertise.

Text

Hi, [first name]. This is [your name] with [your brokerage]. I just received your real estate inquiry from my [Facebook ad/info site for 123 Main Street/etc.]. Are you interested in buying or selling?

Email

Hi, [first name]. I just received your real estate inquiry from my [Facebook ad/info site for 123 Main Street/etc.]. Thank you for your interest!

I'd love to learn more about your real estate goals. Tell me, are you interested in buying or selling? How soon are you hoping to move?

This isn't a one-way street, so I want to share a little about myself. [Brief elevator pitch.] These Google reviews from my past clients will help you understand what it's like to work with me [include an in-line link to your Google business profile reviews].

Thanks again, and I look forward to hearing from you.

Call Intro

Hi, [first name]. This is [your name] calling from [your brokerage]. I just received your real estate inquiry from my [Facebook ad/info site for 123 Main Street/etc.]. Do you have a minute to talk?

[if yes…]

Great! I'd love to learn more about your real estate goals. Tell me, are you interested in buying or selling?

Cold calling a prospect

When you have completely cold prospects, your best opportunity for grabbing their attention and pitching yourself is via phone. It's too easy for people to ignore texts and emails that they weren't expecting or, worse, think they are spam. When cold calling, it's always polite and respectful to ask if the homeowner has a few minutes to chat. Even if they're too busy when you call, they'll be more willing to schedule another time to talk.

One place you may have obtained a list of cold prospects and contact information from is Homesnap Pro's Likelihood to List tool. As you call each homeowner, have their property listing pulled up on your computer so you can speak to specifics about their home and your reason for calling.

Each of these call scripts will get your foot in the door. Then you can steer the conversation depending on the homeowner's response.

Call Intro (on behalf of an interested buyer)

Hi, [first name]. This is [your name]. I'm a real estate agent calling from [your brokerage]. Do you have a minute to chat?

[if yes…]

Great! I first want to confirm that you're the homeowner of [123 Main Street].

[wait for confirmation…]

Perfect. I'm calling because I have a client who loves [their neighborhood's name] and is looking for a home there. Yours especially has sparked interest. If a favorable opportunity presented itself, would you be interested in selling?

Call Intro (leverage a recent sale to gain a new client)

This is [your name]. I'm a real estate agent calling from [your brokerage]. Do you have a minute to chat?

[if yes…]

Great! I first want to confirm that you're the homeowner of [123 Main Street].

[wait for confirmation…]

Perfect. I'm calling because I recently sold a home in [their neighborhood's name]. The area has generated a lot of interest from buyers lately, and homes have been selling at great prices. Because of this recent activity, I'm curious if you've thought about selling your home.

Reaching out to a referral

You may have a friend, family member or past client give you the contact information of someone who is looking to buy or sell. While this "in" makes the cold-call conversation much easier, you unfortunately can't assume that the referral knows anything about you. Use this introduction as an opportunity to get to know each other and instill confidence.

Call Intro

Hi, [first name]. This is [your name]. I'm a real estate agent calling from [your brokerage].

I was talking to [mutual friend's name]——[remind the referral how they know this person: your brother-in-law, he said your kids go to the same daycare/etc.]. [He/She] knows that I love working with trusted referrals, so [he/she] mentioned that you may be ready to [buy/sell/invest/etc.].

If that's the case, I'd be happy to chat about your real estate goals. Do you have a few minutes now?

Additional recommendations

Use these templates as a starting point and adjust them to fit your brand. Practicing your call scripts out loud will build your confidence and help you anticipate different directions the conversations could take and objections you may face.

Lastly, when possible, end your text, email or, phone conversation by suggesting a meeting. This could be a scheduled video call or an in-person appointment if you plan to be in the neighborhood. Doing this will help keep the buyer/seller on track and ensure you stay on their radar.

To view the original article, visit the Homesnap blog.