Cold calling can be a great way to connect with prospects – if you do it well. With a cold calling script, you can plan exactly what you want to say.
The structure of a cold calling script varies depending on who you’re calling and what you’re trying to achieve.
In this article, we’ll explore how real estate sales cold calling works and share 10 real estate scripts (plus two real estate wholesaling scripts) to help you fill your sales funnel and your CRM with new leads and customers.
1. The initial cold calling script
Let’s start with a real estate script for making an initial cold call to a potential seller.
- “Hi! My name is [your name]. It’s so good to finally reach you! I’m a real estate expert for the [company name] real estate community. Just checking, is this a good time to talk?”
Now, let the prospect respond. Showing a prospect that you understand they may be busy is a good way to build rapport.
At this point, your prospect will either give you an objection (such as “I’m not interested or give you a couple of minutes of their time. Regardless of their answer, steer the call with empathy:
- “I totally get it, you’re busy and I understand you can’t talk right now. It’s [customer’s name], right?”
- “Sure, I can feel your frustration. The market certainly is difficult right now, [customer’s name]”
- “Of course, I completely understand you’re low on time, [customer’s name], so I’ll get to the point”
This prospecting script is good for: Understanding a prospect, hearing their pain points and getting your foot in the door. If they don’t write you off and hang up, arrange a time to call them back for a more in-depth chat about how you can help with their property affairs.
2. The script that measures interest
This script measures a prospect’s interest in the market and whether they’d consider selling their property.
- “Hi, I’m [your name] with [company name]. Is this the homeowner?”
Wait for their confirmation.
- “Ok, great! The reason for my call is that I have some home buyers who are looking for homes in your neighborhood at the moment. Would you consider selling your home if you had someone lined up to buy it?”
By telling the prospect you have interested buyers, you’re creating a sense of urgency which may encourage them to sell.
If the property owner shows an interest, make an appointment to do an initial pricing assessment of their property.
Many homeowners will tell you that they aren’t interested in selling at the moment. If that’s the case, pass on your contact information and explain how they can get in touch with you. A cold lead is better than no lead, so keep them in your sales pipeline to follow up later.
This script is good for: Getting a more in-depth look into a homeowner and if they’ve considered putting their property on the market.
3. The script that positions you as a community champion
Positioning yourself as a champion in the community builds trust between you and your prospects.
- “Hi [customer’s name], this is [your name] from [company name]. Just reaching out as I’ve been living in the [neighborhood/area name] for over 20 years and I just love this place. As a new agent at [company name] who specializes in the local area, I wanted to know if I could find a suitable buyer for your property in the next 30 days. Would you be open to meeting with me to discuss?”
This script gets to the point. Your prospect will either say “yes” or “no”. Even if the prospect says “no,” you’ll likely strike up a conversation about the local area.
It’s a great way to build the foundations of a relationship, and they may refer you to friends or family members who are looking to sell.
This script is good for: Humanizing yourself as an agent and connecting with prospects through their sense of community. It’s a great way to build relationships with prospective sellers and buyers.
4. A script for leveraging a recent sale
This real estate script builds trust with prospects by showing that you have sold a property in their local area.
It also helps you with circle prospecting techniques. Homeowners who live near your real estate listings will want to know who you are and how you operate in case they decide to sell or buy a new home in the future. The best real estate agents are consistently building relationships that help them stay top of mind.
- “Hi, I’m [your name] from [company name]. Is this the homeowner?”
Wait for their confirmation.
- “Just getting in touch because I recently sold a property down the street from you at (recent sale address). It’s a great area with a lot of interest at the moment and the properties are selling for fantastic prices. Out of interest, have you thought about selling your home?”
Highlighting recent sales in a neighborhood is a great way to get a prospect thinking about if it’s also the right move and if you’re the person who can get them the best price.
If the prospect shows a hint of interest, offer up any information about the recent sale that’ll paint you in a good light. It could be how quickly you sold the property, or how well the property was priced (e.g. above market value).
From there, you can book an appointment to meet or price their property for them.
This script is good for: Building trust and getting prospects to think about how much their properties are worth by highlighting a recent sale in their area.
5. The script for nailing your elevator pitch
Elevator pitches have one goal: to highlight why a buyer or seller should pick you as their real estate agent.
Every realtor needs an elevator pitch, but a big mistake is coming across as robotic and callous. You need to sound natural and convincing. It’s crucial to show that you care about helping prospects rather than having your call sound like a rehearsed telemarketing campaign.
Here are some examples:
- “I just sold a property in this area last week for considerably more than the asking price. I know you’ve got a tight deadline for selling your property. If I could show you a plan to get your property moving on the market and above the asking price, can we set up a meeting?” Or “I’m on a mission to help 50 people find their dream homes by the end of the year. I’d like you to be one of those people and I want to be the person that finds your dream home in the shortest time frame possible. Would you be open to meeting with me tomorrow?”
Your goal with this elevator pitch script isn’t to sell yourself as the best realtor in the area but to book an appointment with the prospect.
If they do object, here’s what you can do:
Show empathy toward their objection: “I understand you’re busy”
Ask for details: “Can I ask, why do you have a tight deadline for your property sale?”
Offer up a solution: “We can get your property sold within your timeframe.”
Positioning the conversation around their pain points can make a difference in success.
This script is good for: Getting prospects curious about your real estate company and what you might be able to offer them.
Final Thoughts
To be successful at the cold calling game, you need to do more than dial phone numbers and tell prospects you can sell their house. Whether you’re just touching base or looking to make ground with an old relationship, the strategy is the same: listen to their pain points, be empathetic and let them know you’re the right realtor to make ground with their property. To track and manage all your prospects, take a look at Pipedrive’s CRM. With our software, you can track conversations, segment different audience groups and automate follow-ups to keep the relationships going.