Before I begin, let me congratulate you for making one of the best decisions you can for setting yourself up for success. Good for you!
Obviously, I’m assuming that if you’re reading this blog, it’s for one of two reasons:
- You’ve decided to act on all that advice you’ve been getting about every agent’s need for good scripts.
Or . . .
- The scripts you’re using haven’t lived up to their potential, and you’re looking for something better.
For this blog, I’ve combed through numerous online and off-line resources to find writers of the best real estate scripts.
Not surprising, these writers are also some of the top producers in the industry. This should tell you something—top producers use scripts. And it’s likely their use of scripts is one of the reasons why they are top producers.
The many benefits of using scripts
Top producers use scripts because they understand their many benefits:
- Scripts can boost your confidence and success rate. Nothing helps to boost your confidence and success rate more than knowing what to say, how to say it, and when to say it.
- Scripts enable you to track what works. When you try a variety of scripts and track your results, you’ll begin to see patterns for what works and what doesn’t. Pair up your tracking with knowledge of effective persuasive techniques, and perhaps some insight into personality traits and preferences, and you’ll be better prepared to use what works.
- Scripts are learning tools. Different scripts allow you to experiment with different sales approaches and to learn how to respond to situations more quickly.
- Scripts will help you scale your business. You can respond faster when everyone is using the same scripts. Scripts also ensure all members of your team are communicating the same message, which will help to protect your brand.
Knowing the benefits of using scripts should encourage you to have one for every situation real estate agents typically encounter.
Scripts that will satisfy 99% of your needs
Real estate agents find themselves in an almost unlimited number of transaction-related situations. Obviously, you can’t have a script for every one of them—there are times when you’ll certainly need to wing it. But, even then, having prepared scripts for foreseeable situations will give you some resources you can draw from when you find yourself in uncharted territory.
Minimally, a library of real estate scripts will include one for each of the scenarios agents face most often (I’ve listed common ones below), along with the communication channels you use for each (telephone, text, and email):
- Contacting a buyer lead
- Contacting a seller lead
- Engaging in circle prospecting
- Making a cold call
- Reaching out to an expired listing
- Following up with a prospect
- Approaching a FSBO
- Scheduling a listing appointment
- Responding to objections
- Requesting a referral
Beyond this basic list, it’s also a good idea to include scripts that have been written to account for more granular details. For example, there are scripts for specific types of objections like “I’m working with my friend who’s an agent,” “I’m not ready to sell yet,” and “I’m just looking.”
5 sources of the best real estate scripts
The truth is, when selecting the “best” scripts, you want to choose scripts that meet three criteria:
- They’ve been tested and proven to work.
- They address the situation for which you need a script.
- They can be easily adapted to your personal style.
Following, in no particular order, are five of the best and most reputable sources of real estate scripts that meet these criteria.
1. Tom Ferry scripts
Tom Ferry is the energetic founder and CEO of Tom Ferry International, a real estate training and coaching organization bent on holding agents accountable for their success.
He’s also the author of Mindset, Model and Marketing!: The Proven Strategies to Transform and Grow Your Real Estate Business and Life! By Design: 6 Steps to an Extraordinary You, which he co-wrote with Laura Morton. (#ad)
Finally, at least for my purpose here, along with a plethora of individual scripts you can find in his podcast and video blog recordings, Ferry offers two free compilations of real estate scripts to any agent who wants them.
2. Mike Ferry scripts
Mike Ferry is Tom Ferry’s father. He’s also a legendary real estate coach with more than 45 years of experience in the real estate industry. His company, The Mike Ferry Organization, has trained tens of thousands of agents to exceed their goals by practicing his sales principles and using his scripts.
The elder Ferry has written his fair share of books, including Building a Successful Real Estate Sales Career, How to Develop a Six-Figure Income in Real Estate, Straight to the Point: Clear Advice for Creating Productivity and Profit, and Real Estate According to Mike Ferry. (#ad)
3. Kevin Ward scripts
Also a trainer, coach, speaker, and author, Kevin Ward is likely to be best known for his YESMasters coaching program and his book, The Book of YES: The Ultimate Real Estate Agent Conversation Guide. (#ad)
And like most top coaches and trainers, Ward also has a podcast, Kevin Ward’s YES Talk: Real Estate Coaching and Success Training for Agents.
4. Grant Cardone scripts
Grant Cardone’s book, The 10X Rule: The Only Difference Between Success and Failure, his conference events, and his coaching have made him the business and professional coach to the stars. (#ad)
His website boasts testimonials from the likes of John Travolta, Derek Jeter, Gary Vaynerchuk (from @GaryVee), Brad Lea, Kevin Harrington, and many more.
He’s a CEO, an international speaker, an owner and operator of seven private companies, and he has a $2B portfolio of multifamily properties. He was also named the #1 marketer to watch by Forbes magazine.
If all of this sounds intimidating, I have to agree. But his books and scripts, some of which he offers for free and others that, as of this writing, are on sale, make it possible for agents to go as far as they want toward success.
5. Write your own scripts
That’s right—you can be the author of your own scripts.
If you want to explore writing your own real estate scripts, then consider starting with Exactly What to Say: For Real Estate Agents by Phil M. Jones, Chris Smith, and Jimmy Mackin. (#ad)
Exactly What to Say is an extension of Jones’ Exactly What to Say: The Magic Words for Influence and Impact, a book that rehearses some of the most essential building blocks of successful sales, psychology, and persuasion. (#ad) It expounds the idea that people first make decisions based on emotions they later justify with reasons. It then adds the essential and practical element of how language and our choice of words motivates people to make decisions and act.
These same principles are reviewed in the more recent book and are applied to specific situations encountered by agents in real estate.
Exactly What to Say: For Real Estate Agents offers examples and templates for emails, text messages, telephone calls, and more, while guiding you to develop your own scripts. Following the book’s instruction, you can come away with your own set of scripts with a clear understanding for why they work.
The worst thing you can do is follow a script
It’s important to understand that a script is meant to act as a guide. Each of the coaches discussed above would be the first to tell you that no script is intended to be written in stone.
When practicing a script, your goal should be to first memorize the script. This is not so you can recite it word for word. Rather, memorizing a script allows you to know what to say, when you should say it, and how you should say it.
Your next step when practicing a script is to internalize it. Internalizing a script means you understand why it is written the way it is and how it works. When you know the reasons for why a script is what it is, then it doesn’t matter what the specific situation presents. The same principles that inform your script will guide your actions when you’re in a real situation.
Finally, after memorizing and internalizing a script, you personalize it. When you personalize a script, you progress from reciting it to having a conversation that is guided by its parameters. Once a script is personalized, you can substitute words and phrases so that it sounds more natural to the way you speak. You might deviate when it’s necessary, but you can also easily get back on track.
For more about memorizing, internalizing, and personalizing a script, be sure to check out the show notes that accompany Episode 227 of the Stay Paid podcast featuring Andrea Blum.
And for even more free scripts, visit our resources page.
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