Ep. 195: Why Sales Scripts are BS with Kevin Ward

How to Be a Successful Real Estate Agent

To be a successful agent, you need to adopt a “go pro” mindset and train like a professional

For someone who excels at writing sales scripts for real estate agents, Kevin Ward will be the first to tell you that even the best script is only a tool. And even the best tool is only as good as the skill of the person who wields it. For this reason, Kevin insists that agents must have a “go pro” mindset and commit to training until they become a master of conversation.

What is a “go pro” mindset?

For Kevin, a “go pro” mindset is one where an agent accepts that training is the real work, and that if they want to learn how to be successful in real estate, they need to stop thinking that it’s an optional activity.

“Pros,” he says, “train based on their commitment to becoming the best. Amateurs train when they feel like it.”

Kevin’s top agents train using his YesMasters Real Estate Success Training scripts—some of the best sales scripts available—for between one and two hours a day. Their training isn’t about memorizing or mimicking; it’s about engaging in role play, using the script over and over again until it becomes a part of them and they no longer have to think about it.

To make a script your own and be able to internalize and naturalize it, it’s important to know why you’re doing what you’re doing and the outcome you’re looking to produce. Understanding reasons for an action gives us the power, when necessary, to adjust what we’re doing and still achieve the desired outcome. It’s what allows agents to use Kevin’s scripts effectively, even when they need to adapt them to their own style and the situation, and have a conversation with their clients.

More tips for the professional real estate agent

During the interview, Kevin offers more advice to those who want to learn how to be a successful real estate agent. His first piece of advice is to think about yourself as a professional and train like one.

Another tip is to be clear about what your job is.

A real estate agent’s job isn’t to come up with a marketing plan to sell a house. That, Kevin says, turns you into a commodity. Anyone can get a license and eventually sell a house. Instead, a professional real estate agent’s job is to lead a motivated seller to the right decision.

To lead someone to a decision suggests that someone is willing to follow your advice. To get your client to follow your advice, you need to have them trust you first. Kevin’s tip to earn trust is to ask questions.

When you ask questions, you help your client achieve clarity about what they want. Questions also help you to better understand your client. Finally, when you ask questions you’re communicating your interest in your client and not what’s in it for you.

Finally, in a profession where each person is selling the same service, the only way to stand out is to offer higher quality service than the next person. You want your client to feel confident that you, and you alone, will get them the best result. To help you achieve that status, Kevin provides a sneak peek at his Real Estate Vortex Training Camp and three of his six “gravitons.”

Listen to the podcast and you’ll learn more about how to be a successful real estate agent and what it means to present an attractive character, to make an audacious promise you can confidently keep, and how success stories and the relationships you build trump everything.


Key Points

  • A great script is useless if you don’t learn how to use it.
  • It’s only by training like a professional that you can internalize and naturalize a script. In real estate, you train to become a master of conversation.
  • The right questions have the power to produce clarity and communicate your interest in your clients.
  • Quality is the only way to stand out when everyone offers the same thing.

Action Item

Commit to training and improving your sales skills every day, and start to think, believe, and act like a true sales professional.

Connect | Resources

  • Connect with Kevin everywhere on social media using Kevin Ward.
  • Website: YesMasters.com
  • Free copy of Kevin’s book, The Book of Yes: The Ultimate Real Estate Agent Conversation Guide TheBookofYes.com



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