Ditch the Scripts: Why Memorized Real Estate Script Method is Dead
Traditional methods of cold-calling—especially those involving memorized real estate scripts—are outdated and ineffective. Here’s why…
Do you recall a time when you heard a real estate agent use the same cold-calling script over and over again? It’s like watching a movie (a bad one) on repeat. It doesn’t resonate because it’s not relatable. The old-school idea of using memorized scripts for real estate cold-calling is dead for good reason. It keeps you from being mentally and emotionally present and creates a wall between you and the other person on the line.
So, how do you toss the scripts and connect with homeowners without stumbling over words or missing vital information? Before you even pick up the phone, say this to yourself: “I am calling this awesome homeowner because I have the knowledge, expertise, and desire to help them move to their next level in life.”
When you start approaching people as people and not as prospects or someone to “take” from but rather as someone you can serve, the homeowner will pick up on that “I am genuinely here to help” vibe and feel more comfortable sharing with you.
The Problem with Memorized Scripts
“But how do I remember everything I’m supposed to say?” Many agents have asked this question, resisting the urge to cling to their canned scripts as a safety net. Memorizing a script may seem like a great way to ensure that you don’t miss any important details when making a call, but there are several drawbacks:
- It’s the opposite of human “being.” In other words, reading a memorized script can make an agent sound robotic and unengaged on the call. That’s a turnoff for most people. After all, why would a homeowner want to work with an agent who doesn’t seem interested in them as human beings?
- It creates a communication wall. Using scripts can prevent agents from being fully present and genuinely connecting with the person on the other end of the line because they are too focused on what they are supposed to say next rather than listening to the person on the other end of the line.
- Today’s consumers are savvier than ever before. They can tell when an agent is reading off a script rather than talking authentically; they want someone who is genuine and knows their stuff without having to rely on memorized lines.
Would you entrust the sale of your biggest asset to someone who was boasting about their expertise and knowledge but couldn’t seem to hold a basic conversation without prompts? Probably not!
There is one last problem with using memorized scripts — what do you do when the homeowner doesn’t say what they are “supposed to” say? Do you scramble for a response? If you aren’t prepared, you could quickly become tongue-tied.
A Better Approach for Cold-Calling
So, what is a better approach that won’t leave you speechless or, worse, babbling? Rather than relying on memorized scripts, try approaching each call as an opportunity to connect with someone as an individual rather than just another prospect.
Picture this: what would your conversation feel like if you were intentional about listening and responding authentically while having genuine conversations with people instead of trying to maneuver the homeowner into giving you an appointment or listing as quickly as possible? Probably pretty great and a lot less stressful! A mistake that many agents make when cold-calling is this: they forget that this is just a conversation between two human beings.
When you strive to build relationships and trust by sharing valuable information about real estate trends in your area or helpful tips that could improve their home-buying experience, not only will this make your calls more enjoyable for both parties involved, but it will also increase your chances of success in terms of getting leads, referrals, and closing deals.
Related reading: Abstrakt – Why Your Cold-Calling Scripts Don’t Work
You Don’t Need Scripts When You are Prepared
Take some time before you make your calls to research these homeowners and their properties so that you get a sense of who they are and what they’re looking for—that way, when they answer your call, you can dive right into an authentic conversation about their needs instead of simply reciting a script. Talk about yourself, too; let them know why YOU are different from all the other agents out there by sharing stories or experiences that will show them why working with YOU is beneficial for them. Most importantly, listen attentively throughout your conversation so that you can better understand their needs and tailor your approach accordingly. After all, you can’t help them if you don’t have a clear picture of what they are committed to.
Speaking from the Heart Starts with Asking Questions
Drawing a blank, and it’s getting awkward? Ask questions that genuinely show an interest in who they are and what kind of help they may need. What is their current situation? What are their needs? What obstacles are they facing? How are they feeling about it all? This will help build trust and rapport, which is critical when trying to make a good impression and create the connection that will help you help them!
By getting rid of the script, your conversation will become much more organic and dynamic, which makes it easier for both parties involved to feel comfortable enough to open up about themselves to find out if there is any common ground or connection between them beyond just buying/selling a house. After all, nobody in the history of real estate has managed to build fantastic rapport with clients while reading every word off a page!
Related reading: Speak from Your Heart
How to Use Metaphors and Analogies to Connect with Homeowners
Metaphors and analogies aren’t just lovely stories or witty anecdotes to add to the conversation; they are important psychological tools to help you make your point. Why are they so powerful? Metaphors and analogies compare two concepts that at first seem unrelated and connect them to a simple, concrete, well-understood idea that most people are already familiar with.
These tools become useful when handling objections because you can use metaphors and analogies to draw the parallel between one scenario to the homeowner’s scenario, such as how they shouldn’t hire the cheapest brain surgeon to operate on their brains just like they shouldn’t find the cheapest real estate agent to sell their home – you get what you pay for!
Related reading: The F.O.R.M. Acronym: How to Create Analogies On The Spot
Be Present, Connected, and Respectful
When having these conversations, make sure to be present in the moment. Focusing on the other person and actively listening to what they have to say, without letting your mind wander, ensures that both parties involved get the most out of their time together. This also creates an environment full of understanding and empathy, which helps foster trust between you and them. Homeowners want to be heard — really heard — and they can tell when you aren’t fully present. If you have ever found yourself talking to someone who isn’t really listening, you understand how disappointing it can be.
Respect goes a long way during these calls; remember that even though you’re trying to promote yourself, these people are still human beings who deserve respect regardless of how long it takes for them to decide if they want to work with you or not! Be helpful by offering advice or resources if possible before asking for anything in return — this shows that you are more interested in who the homeowner is and how you can help them rather than the commission you would earn from the sale of their home.
Related reading: The Power of Being Present
Cold-calling doesn’t have to be stressful or tedious — toss out those scripts and focus on creating genuine connections with each person you talk to on the phone! Connecting with prospects as people rather than just potential commissions will help you create more profound, more meaningful relationships that could potentially lead to more business opportunities and referrals down the line.
By being mindful of how we approach people on the phone and understanding that everyone deserves respect and genuine care, real estate agents can easily create a pleasant experience for both sides while still achieving their goals.
POWER AGENTS®, put “scripts” or “dialogues” into your classroom search to pull up more than 30 dialogues that will help you stay on track with your prospecting conversations WITHOUT feeling like you’re using a “canned script”. The results can amaze you.
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