Top 6 real estate cold calling scripts for realtors

Top 6 real estate cold calling scripts for realtors

The "spray and pray" approach to cold calling in real estate is nothing more than acquiring a list of homeowners and calling to land a meeting.

Realtors need a roadmap in their mind when they cold call prospects. This plan can be made using structured cold calling scripts.

Cold calling scripts can help you keep the conversation going with a prospect without worrying about pauses in the conversation. Not only this, raising interest in the prospect can help you upsell or cross-sell — think selling a professional service like redesign with a house. Lead generation process will also become a lot simpler for you especially if you are new to the field.

When one does not know where to start, it is wise to follow a well chalked out plan that can carry you to better places. This is exactly why I have prepared 6 cold calling scripts that can be used in various domains in the real estate world.

These scripts will be ultra helpful for you and your team members.

1. For sale by owner script (FSBO)

Homeowners could price their houses too low which is why they regret selling it in the long run. They feel they could have asked for more. This is exactly what real estate agents can capitalize on. They can proactively show homeowners that they can get more out of their house.

This way, you can become a trusted real estate agent for their home since you are not just throwing numbers here and there but actually backing your claim with verified market research. Start the conversation and make sure that you generate, build, and fortify trust with them at the earliest possible point.

The script:

You: Hi, I am (name) from (your company’s name) calling about your property (address of the property — you can simply mention the street on which the property is too). Are you the legal homeowner?

Prospect: Yes.

You: Great! I hope this is a good time to talk about it in detail?

Prospect: Yes.

You: I came across your listing (you can mention where exactly you saw their house on sale - online, newspaper, or the board right outside the house) and wanted to confirm your exact asking price for the property.

(Prospect gives an answer).

You: I see. Could you tell me how long it has been since you put the house up for sale?

(Prospect gives an answer).

You: Alright. I want to bring to your attention that I did some market research of the houses in your area before this call. My research shows some really interesting things. On average, houses in your vicinity have been selling at about (mention a price) in the past 5 years. Moreover, they take about (mention the number) days to sell. A well structured marketing plan can really help you speed up your process and help you sell your house at the price that it deserves. I would like to help you do this. Would you be interested in going through a marketing plan that I've designed specifically for your house?

You can now carry forward the conversation from here.

2. Leverage a recent sale script

This is somewhat similar to the Heavy Sales Neighborhood Script. You show homeowners the recent market trends of the sale of houses in their neighborhood. Bringing them up-to-date about the selling prices of their neighboring houses can make them realize the potential that their own house has. This can push them to sell the house themselves.

The script:

You: Hi, I am (name) from (your company’s name) calling about your property (address of the property; you can simply mention the street on which the property is too). Are you the legal homeowner?


You: I am aware to the best of my knowledge that you currently have not listed your home for sale. Am I right?

Prospect: That is correct.

You: You must be wondering why I am taking special interest in your house. This is because I do feel that your house is special. I recently sold the house on (mention the address or simply the street on which the house was) which is two blocks away from your house. I was able to effortlessly get the buyer to pay (mention the selling price of the house) for the house. This is great because it is (mention a number or percentage) more than the average selling price of houses in the neighborhood in the past few years. Clearly, interest for this street has peaked and buyers are increasingly curious about buying houses here. Would you be interested in putting your home for sale too?

You can now carry the conversation forward and back your plan for their house with well researched market data. Make them feel comfortable about the price if they feel that you are pitching something impossible to attain. Making them understand the worth of their house and getting them to sell it won’t be a tough deal to crack.

3. Online buyer lead script

“With the rise of automated listing platforms and realtors having their own websites, prospects fill out their needs and requirements and wait for you to get in touch.” Many times, leads visit your real estate company’s website, fill out their needs and requirements, and wait for you to get in touch. In such cases, company’s send them an email with the information the lead has requested but more often it happens that the lead never checks their email again. Because of this, you not only lose a valuable client but also come across as a lousy realtor who's not proactive in their business.

A wise thing to do in such cases is to give them a call a few days after you sent them the email with the information they requested. Start the conversation by reminding them of the form they filled out and let them know politely that you wanted to bring the information to their attention.

The script:

You: Hi (contact’s name), I am (name) from (your company’s name) calling about the online form your filled on our website regarding your interest in buying a house. Do you remember filling out the form?

(Prospect gives an answer).

You: Great! I hope this is a good time to talk about it in detail?

(Prospect gives an answer).

You: Awesome! I wanted to make sure that you get the information you requested since we did not receive a reply from you on the email we sent in response. It has been (mention a number) years since I have been in this industry. I see that you wish to buy property in the (mention the area name) area. This is a great neighborhood choice. I actually sold a house in this area two months back at (mention a price). This neighborhood is exceptionally great since (mention all the advantages of living in this area). Would you want to meet tomorrow and discuss details in person?

This script helps you build trust with the customer by showing them that you have experience selling houses in the area they are interested in. This way they know that they are in the right hands. When you reach out to them proactively, it also shows that you care about them and wish to help them get the best value out of their house.

4. Expired listing script

Selling houses is not easy. Often times people list their houses but even after a substantial amount of time has passed, are not able to sell. This makes homeowners dismal and frustrated. They do not find it useful to list the house again. Moreover, they then do not know what to do about selling their house. An Expired Listing Script can help motivate the homeowner to relist their property and give it another shot. If you use the right words, you can get the homeowner excited about trying to sell the house again.

The script:

You: Hi (contact’s name), I am (name) from (your company’s name). I am calling regarding the property on (give the exact address of the property that you are referring to). Are you the legal homeowner of the said property?

Prospect: Yes.

You: I see that you had listed your property for sale about a year ago but the listing has expired now. Is this a good time to talk about the same?

Prospect: Yes.

You: Awesome! Are you looking to put it up for sale again?

Prospect: I’m not sure. It was of no use for the last time — we got barely any interest from potential buyers.

You: I understand your concern. But let me assure you that your house is a great property and in a great location which is why I am interested in helping you out with trying to sell it again. What was the highest offer you received last time?

(Prospect gives an answer.)

You: I see. Did the buyers mention any key issues that caused them to not purchase the property?

(Prospect gives an answer.)

You: Alright. I can see major areas of improvement here. According to the recent market research I carried out on your neighborhood, I can assure you that I can get you a much better price for your property. I actually also sold a house on your street two months back. Do you know of the (mention the property name or address) house? I got the seller a great price of (mention the selling price of the property). Would you be interested in meeting me and discussing how we can alter our sales approach and help you get the best value out of your property?

Prospect: Yes, definitely!

5. Referral real estate script

Your past clients are a great way of doing future business. If you got them the best value for their money, they would be happy to refer you to other people they know of who wish to buy or sell a house. You could also refer to this referral real estate script as a review real estate script.

The main point of this script is to get in touch with your past clients and either ask for a review or a referral. This script can actually help you build a very healthy relationship with them. Vanishing after you did business with your customer is never a good thing to do. If you keep checking in on them from time to time, they will not only share leads and refer you to their friends, they will also seek your advice on their future investments.

The script:

You: Hi (your client’s name). This is (your name) from (the name of your company). I helped you buy your home (mention the address of the property). Do you remember me?

Prospect: Yes, of course. How are you? How is business?

You: I am great! Business is great. I recently sold a house in your neighborhood which is why I thought of you. How are things going? How’s the house?

(Client gives an answer.)

You: That is great. I am so glad. I wanted to get in touch with you and see how things were going. We are expanding our business and believe our past happy clients are our best brand ambassadors. Would it be fine if I send you a link to review our company? Your good words would really help spread our business clientele.

Prospect: I’d be happy to! You guys really got me the best value for my money.

You: I am so glad to hear that. Just a quick confirmation - should I send over the link to this (mention the email ID or number you have of your client)?

Prospect: Yes!

You: Great. I just sent it over. Would it be good if we used your name and photograph on our website when mentioning your review?

Prospect: I do not mind at all.

You: Awesome! Also, the link has a small section where you can refer any leads that you might know of who are looking to buy or sell a house. Do fill that out in case you know of someone.

Prospect: My cousin is actually looking to buy a house. I’ll put in her contact information in the form itself.

You: That’s great, (your client’s name). It was good talking to you.

6. Dangling the carrot script

Last but not the least, Dangling the Carrot Script is a good way to generate leads when you have buyers but no houses to show them in the area they are interested in. You can reach out to homeowners in the area and know if they are looking to sell their houses. Many times, people are just looking for the right agent to come their way and help them sell their house.

Dangling the Carrot Script is a good way to do so. You can let the owners know that there are buyers looking to pay a good amount of money for their house. This way, you can get homeowners excited about selling their house which they in the beginning thought would not get a lot of money.

The script:

You: Hi, I am (name) from (your company’s name) calling about your property (address of the property; you can simply mention the street on which the property is too). Are you the legal homeowner?

Prospect: Yes.

You: Great! I am calling today to gauge your interest regarding the sale of this property. I have several buyers who are very interested in your property. Are you currently looking to sell your house?

Prospect: Not really. But what's the price they are willing to pay?

You: I have multiple buyers, the highest one being at (mention the highest paying buyer you have for the property). That is a whopping 36% more than the current market value of your house. I know you must be confused as to why they are willing to pay above the market price. That’s because (mention the reasons and heavily detail the advantages of their property).

Prospect: That is quite a lot of money. But I don’t know, I am not sure.

You: I understand your concern. Selling your house is not so easy. But would it be good if we could meet, discuss this further, and I could address all of your concerns?

Prospect: Yes, that sounds good.

With these scripts in hand, your team will have ample resources to choose from to land their next client!

About the author

Shubham Sood started his journey at the age of 21 - currently works with a startup called SaaS Labs (Maker of JustCall, HelpWise, EasyCalendar). He scaled the partner channel from 0 to $1M ARR in less than 2 years. He currently works with 400+ partners and 35+ SaaS Co's including the likes of Zapier, Hubspot, Zoho & Intercom.