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Download: 18 agent scripts to land the listing

• April 25, 2024

Let’s set the scene: you’ve gotten in touch with a potential seller client and are at the listing presentation. You’ve got your laptop or tablet, notepad, and dazzling smile at the ready. So… now what? How exactly will you win them over and land the listing?

In our latest free download , we’re breaking down the best ways to gear up for the presentation itself, and then we’ll give you scripts for your presentation, emails, and text messages. Basically, we want to cover all your seller-facing bases so you can wow them and land the listing successfully.

Ready to get going? Download your copy of the agent scripts today .

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25 Real Estate Listing Presentation Ideas and Tips

A listing presentation is, at its heart, a sales pitch for your services. Having a refined and polished listing presentation is one of the most important tools in any real estate agent’s arsenal and can mean the difference between struggling and success.

Here are 25 ways to build or improve upon your listing presentation.

1. Introduce Yourself

As with any conversation, you should start by introducing yourself. Discuss your credentials, past successes, and real estate track record. Focus on professional information, but infuse it with your personality. If you are a brand new agent, explain your past work experience in terms of how it has bolstered your real estate skills. You are selling yourself as an expert, so now is not the time to be modest.

Pro Tip: Make sure any printed materials have the most updated version of your professional bio , including your years in the business, any awards you have won, and your current certifications.

2. Leverage the Power of Your Brand

The for-sale sign in the yard is an emotionally powerful image for any seller and they will want to know that the logo on that sign will bring them success. Whether you are with a brokerage or working on your own, you want to show your company has a demonstrated history of success, consumer brand awareness, and an arsenal of tools at your disposal.

Pro Tip: If you are licensed under a brokerage, they should have a presentation you can draw from that will explain their benefits. If you are independently licensed, you will need to build your own. Focus on your history, statistics that show your success, and examples of your brand marketing style.

3.Walk Through the Selling Process

Present a quick, easily digestible timeline of what to expect once they begin the selling process. This can also function as a framework for the remainder of your listing presentation. Talk through each step from choosing a REALTOR to the contract phase and explain how you will assist them.

Pro Tip: An infographic or numbered list is a great way to outline the selling process.

4. Explain Your Pricing Strategy

Getting the sales price correct is critical to a quick and successful sale. While you will need to gather more information to give them your recommended sales price later, walk them through your process of arriving at that number. Explain what factors do and do not affect the value of their home and how you will conduct the CMA. Acknowledge that it may be tempting to list with above market value to potentially get more for their home, explain the benefits of starting with a fair market value in terms of shortening time on the market and increasing interest.

Pro Tip: Be prepared to answer questions about what improvements do and do not raise the sales price, what your ballpark estimate is for their home, and similar questions. Arm yourself with a report of recent sales in their neighborhood.

5. Walk Through Your Pre-listing Steps

Set yourself apart from other real estate agents by explaining what you do to set a listing up for success before it is even officially on the market. Discuss the preliminary listing agreement, walkthrough and CMA, explain how you will prepare the listing with photography, staging, etc, and what “coming soon marketing” will be done to generate initial interest.

Pro Tip: This is a great time to show examples of “coming soon” marketing, property tour photography of your sold listings, or before and after staging photos.

6. Explain Your Marketing Strategy

Every potential seller will want to know what you will do to sell their home. When explaining your marketing strategy, it’s important to be detailed and specific. Present all the marketing you do in a time table or menu list format for maximum visual impact.

Tell them about the marketing you do for all listings, such as listing syndication to major sites and social media exposure, as well as any specialized marketing you plan to do for their listing. You will potentially be up against other real estate agents, so explain what you do that is exceptional.

Pro Tip: Once again, examples are key here. Bring statistics to showcase the effectiveness of your social media outreach, show property tour videos, and bring print marketing pieces they can touch.

7. Talk About What Will Happen When the Listing Goes Live

Now that you have gone over your pre-listing strategy, explain what listing with you will look like by detailing the timeline once the listing is officially on the market. Discuss online exposure, open houses, and showings, taking time to answer any questions they may have.

Pro Tip: This is a great time to highlight your level of service by outlining how often you will be in contact with them to give them updates and feedback regarding their listing. Make sure they know you will be at their disposal if they have any questions or concerns while their home is on the market.

8. Give an Overview of the Contract to Close

The final important timeline to go over is the contract to close. Break each step down in an easily digestible numbered list and explain how you will be facilitating or guiding each step. This will establish that you plan to be there for them through every step of the process and will help them to understand the full timeline for selling a home.

Pro Tip: As with the selling process overview, an infographic or timeline graphic works well as a visual aid.

9. Make it Personal

Having a rehearsed and polished listing presentation is an important tool for any real estate agent to master, but you should also be able to tailor your presentation for each potential client. Any details you know, such as their timeline, financial needs, emotional level about selling, and their motivation for moving should be taken into account and addressed during your presentation.

Pro Tip: During your phone call to confirm the listing appointment, ask a few brief questions about their needs and motivation and take notes.

10. Ask them Questions

While this is technically a sales presentation, it’s important to make your potential clients feel like they are part of a conversation, rather than being talked at. If you were unable to speak with them about their motivations beforehand, start the presentation by asking them why they want to move. Periodically pose clarifying questions and check in to see if they have any questions or concerns about anything you’ve gone over to keep them engaged.

Pro Tip: Prepare a mental list of questions to ask potential sellers and draw from that for each presentation.

11. Demonstrate Your Abilities

It is important to back up any claims you make with proof. If you say that you can sell their home fast and for top dollar, demonstrate that with statistics on listings you’ve recently sold, breaking out days on market and listing versus sold price. Show a list of homes you’ve listed and sold in their neighborhood if you are claiming to be a neighborhood expert. If professional photography or complimentary home staging are part of your package, provide examples of those.

Pro Tip: While visuals are important, you should be able to recite details and statistics with confidence.

12. Discuss the Current Local Market

Showcase your local knowledge by going over current market statistics. Is it a buyer or seller market? What is the current inventory of homes for sale?

Share market details specific to their neighborhood as well. Are there any obstacles, such a large number of foreclosures or rentals that could affect their market value? Are they up against new construction? If so, explain how you plan to overcome these obstacles.

Pro Tip: Bring an analysis of homes sold in the last year in their neighborhood. Walk them through days on market and listing vs sold price. Highlight any recently sold properties that are similar to theirs for comparison.

13. Talk About What Sets You Apart

There is a strong possibility that you will not be the only real estate agent they speak to, so it’s important to distinguish yourself from the rest of the pack early in your presentation and continuously drive that message home throughout your time with them.

Is client satisfaction your passion? Are you a tenacious negotiator? Is your marketing the best in the business? Define your unique value proposition and back it up with each step of your presentation.

Pro Tip: Take time to craft your unique value proposition and make it part of all your branding as an agent.

14. Practice on Real People

It can be tempting to hammer through memorizing your listing presentation alone, and this can be useful in the beginning. But, once you feel you’ve got your presentation down pat, try it out on others to get feedback and learn how to be flexible.

A trusted colleague can offer advice on how to make it more effective and friends or family who are not in the business can alert you to any industry jargon you are using that you might need to better explain. Presenting to an audience will also help you build confidence.

Pro Tip: Instruct your test audience to interrupt you, ask questions, and be demanding. Learning how to respond to those issues in practice will help you stay unruffled and on track if it happens in real life.

15. Be Confident in Your Knowledge

You are a licensed industry expert and it is important to exude that confidence when giving a listing presentation. Real estate is a “fortune favors the bold” industry. Arm yourself with in-depth knowledge about the market and the latest in real estate tools and marketing. The more information you have the less likely you will be derailed by a question you don’t know the answer to.

Pro Tip: If you need to bolster your confidence, Forbes recommends affirmations, coaching, constant learning, and “remembering your why” as great confidence builders for real estate agents.

16. Don’t Neglect an Emotional Appeal

Your listing presentation will be full of data, steps, and facts and can come off as a cold sale if you are not careful. Make sure to inject some emotional appeal, to give it warmth, and ensure they will remember you after you walk out their door. If you leave them with the feeling that you are on their side and understand their needs and motivations, they will be more likely to choose you. As Maya Angelou said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Pro Tip: Be sure to take the temperature of the room as you present and modify your presentation or change tactics based on the mood.

17. Eye Contact and Conversation are Key

If you spend the whole presentation glued to your notes and your slides, your prospective clients will zone out and become disengaged. Make sure to maintain a conversational level of eye contact and to engage them in conversation.

Be professional but don’t be afraid to inject a little brevity to lighten the mood. Make them feel at ease and show yourself to be approachable and personable.

Pro Tip: If they ask a question, stop what you are doing and give them your full attention. Be sure to answer completely before returning to your prepared presentation.

18. Leverage the Power of Reviews

If you have glowing client reviews, a listing presentation is a great place to utilize them. A study by Search Engine Land found that 88% of consumers trust online reviews as much as personal recommendations. Whether you have video testimonials or written reviews, take a moment to show them to your prospective client to highlight your track record of client satisfaction.

Pro Tip: Include any written reviews you wish to highlight in the leave-behind materials for your prospective client to refer back to. Provide a link to any video reviews so they can be watched again.

19. Dress for Success

We’ve all heard the adage “dress for the job you want” and this is no exception. It is important to dress professionally. Business attire will tell your prospective clients that you are there to conduct business and should be taken seriously. You only get one chance to make a first impression, so make sure your look inspires confidence.

Pro Tip: Inject your personality into your outfit, but try to avoid distracting elements or accessories that might pull focus away from your presentation.

20. Posture and Body Language are Important

More than 50% of your communication is body language. Your posture, the positioning of your arms and shoulders, and your overall expression will convey as much as or more than the words you are saying. Stand or sit tall with shoulders back and chin up to convey confidence. Keep your expression open and friendly. Use hand gestures to drive home points you want to make. Make sure that your body is conveying the same message as your words.

You should also tune in to the body language of your prospective clients. What are they telling you? If they are leaning back and disengaged, stop talking at them and draw them in with a question. If their arms are crossed, they may be feeling distrustful or defensive.

Pro Tip: Practice your listing presentation in front of a mirror or record yourself to check your body language and make sure you aren’t sending mixed messages.

21. Prep Yourself for Objections

Objections are a natural part of any sales presentation. No matter how aggressively they are presented, don’t let them fluster you. Remain calm and confident and answer each objection with a positive expression.

If they want you to reduce your commission, explain why you deserve to be paid fairly by reiterating all the work you will be doing to sell their home. If they think their home is worth more than your initial estimate, ask follow up questions to identify if this is a need-based (I need x amount of money from this sale) or an emotion-based (I love this house and I think it’s worth more) objection and answer accordingly.

Pro Tip: Keep a running list of objections you have received during listing presentations or ask other REALTORS what objections they have had to field. Roleplay with a friend or colleague to practice answering them.

22. Stand Your Ground

A prospective client is out to make the best deal possible and the most money, and that is understandable. However, this can lead to some individuals wanting to haggle. They may have unrealistic expectations of your time commitments, want you to pay all costs out of pocket or expect you to drastically reduce your commission.

Agreeing to every demand will not do you any favors in the long run. You might win the listing, but you could find yourself unable to fulfill a commitment to them, which will lead to client dissatisfaction and possibly being fired.

It is far better to stand your ground and be pleasant but firm in your reasoning. You are the industry expert and have reasons why you do the things you do and should be properly compensated for your work.

Pro Tip: Once again, practice makes perfect. Roleplay this scenario to get used to saying no and backing it up with reasons.

23. Always Give Your Close

Even if you feel the listing presentation isn’t going well, always offer your close. Do not abruptly end your presentation, see the pitch through to fruition. You could be misreading signals with an introvert or the prospective client could be testing you to see how you handle their questions and objections.

By remaining positive and finishing strong, you could still win the listing. Never miss that opportunity. Treat every presentation as if it were a success and finish strong. At the very minimum, it will be one more chance to polish your listing presentation.

Pro Tip: Include action items in your closing pitch. Ex: When would you like to schedule the walkthrough and full CMA?

24. Take Notes After Each Presentation

Good or bad, every listing opportunity will teach you something. After each presentation, take a moment to decompress and take notes on the experience and what you learned.

Jot down any new questions or objections you fielded. How did you answer them? How were they received? Was there a part of your presentation you stumbled over? Use this information to further practice and hone your overall performance.

Pro Tip: Refer back to your notes before each new listing presentation so that those lessons will be fresh in your mind.

25. Send a Thank You Note

Whether you won the listing, are still waiting on a final decision, or were not selected, handwrite a sincere note to thank them for the opportunity to present to them. They will remember that you did, and it will leave them with a positive feeling about you. A simple card could lead to opportunities in the future.

Pro Tip: Keep a stack of thank you notes in your car and write one as soon as you leave the listing presentation. Drop it in the mail the same day.

Crafting your own listing presentation can be intimidating, but by honing your content, refining your presentation skills, and practicing for interruptions and objections, you can become a pro at winning listings.

If you are looking for a brokerage that will nurture and support you, we would love the opportunity to speak with you . For great inspiration and ideas, be sure to check out our blog on 30+ Real Estate Podcasts for Agents .

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Benefits of a Listing Presentation for Real Estate Agents

There are numerous advantages to developing a robust property sales pitch as a real estate agent. Foremost, it’s an opportunity to exhibit your knowledge, professionalism, and track record to prospective clients. A well-crafted presentation can bolster your reputation and instill confidence in potential clients that you possess the qualifications to effectively sell their properties.

An outstanding property sales pitch can help you distinguish yourself from other agents who may be vying for the same business. By delivering a concise and persuasive marketing strategy, you can set yourself apart and illustrate why you’re the optimal choice for the task.

The objective of the property sales pitch is to secure more property listings. A compelling and carefully constructed presentation can sway potential clients to opt for your services over those of other agents, ultimately resulting in an increase in listings and sales.

Lastly, an effective property sales pitch can aid in cultivating stronger connections with prospective clients. By investing the time to comprehend their requirements and concerns and offering a tailored marketing blueprint, you can convey your dedication to their success and establish trust and rapport that may lead to enduring business associations.

• Establish credibility and professionalism with potential clients.
• Demonstrate your expertise and experience in the real estate industry.
• Stand out from other agents who may be competing for the same business.
• Communicate your unique who may be proposition to potential clients.
• Provide a clear and compelling marketing strategy for selling a home.
• Win more listing and sales.
• Increase your income and commissions.
• Create stronger relationships with potential clients.
• Build trust and rapport with potential clients.
• Provide a roadmap for the selling process, which can help alleviate concerns and anxiety.
• Outline your approach to marketing and advertising the property.
• Provide market data and analysis to help sellers understand the current real estate landscape.
• Demonstrate your attention to detail and professionalism.
• Show your commitment to the success of the client and their property sale.
• Boost your confidence and improve your overall performance as a real estate agent.

How to Create the Best Listing Presentation?

Drawing from my experience as a seasoned real estate agent, I can attest that crafting a successful property sales pitch demands dedication, hard work, and meticulous attention to particulars. Here are some recommendations to assist you in developing the most effective property sales pitch possible:

• Know your audience : Understand who your potential client is and what their needs and goals are. Tailor your presentation accordingly.
• Use visuals : Incorporate high-quality photos, videos, and infographics to showcase your expertise and the property.
• Showcase your track record : Highlight your experience and success as a real estate agent. Share case studies or examples of past properties you’ve sold.
• Be informative : Include a thorough analysis of the local real estate market, current trends, and buyer behavior.
• Explain your marketing strategy : Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
• Highlight your services : Let potential clients know what sets you apart from other agents. Share your unique value proposition and services.
• Be organized : Use a clear and logical structure for your presentation. Break it down into easy-to-digest sections.
• Practice : Rehearse your presentation to ensure that you’re confident and engaging during the actual meeting.
• Be authentic : Be yourself and let your personality shine through. Potential clients will appreciate your honesty and authenticity.
• Follow up after listing presentation : After the meeting, follow up with potential clients to answer any questions and provide additional information if necessary.

Listing Presentation Tools

Various presentation tools are available to aid real estate agents in crafting polished and convincing property sales pitches, which can ultimately secure the confidence and business of prospective clients. Here are a few examples of such tools, including Trafft, Highnote, Pixlr, Grammarly, and Jasper:

• Trafft – the best online booking system that helps agents streamline their booking process, making it easier to set up and schedule listing presentations with potential clients.
• Highnote – real estate presentation software that allows agents to create multimedia presentations that incorporate video, audio, and images. It’s a great way to showcase your expertise and provide a more engaging and interactive experience for potential clients.
• Pixlr – photo editing software that helps agents enhance and edit photos of a property, making them more attractive and compelling to potential buyers.
• Grammarly – a writing assistant tool , can help agents ensure that their presentation is error-free and grammatically correct, which can add to their professionalism and credibility.
• Jasper – helps agents generate content for their presentations, such as property descriptions, market analyses, and marketing materials. It uses artificial intelligence to create high-quality and relevant content that can save agents time and effort.

Listing Appointment Checklist

To help you ensure that your presentation is comprehensive and effective, we’ve created a listing appointment checklist :

• Ask Thoughtful Questions Before Listing Appointment. You can ask the potential client about their goals and objectives for selling their property. Make sure you understand their needs and expectations. I’ve written an in-depth guide about questions to ask sellers at listing appointment that will be helpful
• Get To Know the Property. Explain how you’ll Include high-quality photos and videos of the property, as well as a detailed description of its features and benefits in the buyer presentation.
• Find Out Everything About the Neighborhood
• Perform Competitive Market Analysis (CMA). Provide a thorough analysis of the local real estate market, current trends, and buyer behavior.
• Learn How to Prepare for a Listing Appointment. Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
• Mention Relevant Results and Testimonials. Share case studies or examples of past properties you’ve sold. Provide references or testimonials from satisfied clients.
• Go Over and Beyond at Your Listing Appointment. Highlight any additional services you offer, such as staging, virtual tours, or professional photography.
• Follow Up After Listing Appointment. End your listing appointment with a strong closing statement that summarizes the key points and highlights the value you can bring to the potential client. You can do it as a follow-up listing presentation.

Listing Presentation Examples

If you’re looking for inspiration and guidance on how to create a winning listing presentation, there are plenty of great examples available on our website. Check out some of the top real estate listing presentation examples and create a winning one. Just remember to tailor your presentation to your audience and highlight your unique value proposition as a real estate agent. With a little research and creativity, you can create a listing presentation that sets you apart from the competition and wins the trust and business of potential clients.

Listing Presentation Template

If you’re looking for a comprehensive and customizable listing presentation template , look no further! We have prepared an amazing template that includes all the essential sections you need to create a persuasive presentation. Our template includes a cover slide, introduction, market analysis, marketing strategy, property details, pricing strategy, case studies, references, additional services, and a closing statement.

The best part is that you can easily customize and personalize the template to fit your unique style and brand. Whether you’re a seasoned real estate agent or just starting out, our template can help you create a professional and persuasive listing presentation that wins the trust and business of potential clients. So, what are you waiting for? Check out our listing presentation templates today and take your real estate business to the next level!

What You Need to Know About Luxury Listing Presentations

Luxury listing presentations require a different approach than regular listing presentations. Luxury properties often require a more sophisticated and personalized approach to marketing and advertising. As a result, luxury listing presentations must be tailored to the needs and preferences of high-end clients.

Luxury listings should be presented with high-quality photography, videography, and virtual tours that showcase the property's unique features and amenities. Additionally, luxury listing presentations should include a comprehensive analysis of the local luxury real estate market, including recent sales, current trends, and buyer behavior.

When it comes to luxury listing presentations, attention to detail is key. Every aspect of the presentation should be polished and refined, from the font and layout to the language and tone used. You should emphasize your expertise and experience in the luxury real estate market, as well as your ability to provide personalized and discreet services to high-end clients.

Luxury listing presentations should also include a detailed marketing plan that showcases the property to the right target audience, such as affluent buyers and investors. By taking a personalized and sophisticated approach to luxury listing presentations , you can successfully market and sell high-end properties and build a reputation as a trusted and knowledgeable luxury real estate professional.

How to Follow Up After a Listing Presentation

Following up after a listing presentation is a crucial step in the sales process. Here are 5 tips on how to follow up after a listing presentation:

• Send a thank-you email: After the presentation, send a personalized email thanking the potential client for their time and the opportunity to present your services. Mention a few key points that you discussed during the presentation to reinforce your value proposition.
• Address any concerns or questions: If the potential client had any concerns or questions during the presentation, make sure to address them in your follow-up email. This shows that you listened and care about their needs.
• Provide additional resources: Include any additional resources or information that may be helpful to the potential client. This can be anything from market reports to links to your online portfolio or social media channels.
• Send a follow-up listing presentation: If the potential client seems interested in your services, send a follow-up meeting to encourage further discussion.
• Keep in touch: Even if the potential client decides not to work with you at the moment, keep in touch and send occasional updates on the local real estate market or any new listings that may be of interest to them. This can help build a long-term relationship and may lead to future business.

Real Estate Listing Presentation Software

Highnote is an incredible real estate presentation software that will elevate your listing presentations. With its easy-to-use interface and robust set of features, Highnote can help you create stunning and interactive presentations that capture the attention of potential clients. Highnote allows you to easily add images, videos, and interactive widgets to your presentation, making it more engaging and memorable for viewers. Plus, you can easily customize your presentations with your branding and style, ensuring that they reflect your unique value proposition as a real estate agent. With Highnote, you can create a professional and persuasive listing presentation that helps you stand out from the competition.

Ready to elevate your next listing presentation? Try Highnote for free today and see for yourself how it can help you win more business. With a variety of real estate listing presentation templates and design options, you can quickly and easily create a stunning presentation that showcases your expertise and experience in the real estate industry.

The intuitive analytics dashboard is a nice addition that allows you to track how viewers are engaging with your presentations and adjust your strategy accordingly. Don’t wait any longer to take advantage of this amazing real estate presentation software. Try Highnote with this free resource all for free and start creating beautiful and persuasive listing presentations that help you close more deals!

See how Highnote instantly elevates your listing presentations and helps you land more clients.

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Home Blog PowerPoint Tutorials How to Prepare a Listing Presentation: Guide for Real Estate Pros

How to Prepare a Listing Presentation: Guide for Real Estate Pros

Do you want to close more leads on a regular basis?

In that case, you may need to level up your communication skills. To win more listings, move on from having a polite “pre-sales” chit chat with prospects to doing full-scale presentations of your services.

What is a Real Estate Listing Presentation?

A listing presentation is your pitch to a prospective seller to represent them in a Real Estate transaction. Succeeding with your presentation means that you will sign on a new client and receive a bigger commission this month.

But of course, there will be other agents knocking on the seller’s door, offering their services. In fact, 55% of sellers interview two or three agents before making the decision. So how do you get chosen among the sea of other agents? Wrong, if you thought that most prospects will stick with someone offering the highest listing price and asking for the lowest commission.

When putting up their homes for sale, most people want to partner with a competent, forthcoming and proactive agent, capable to broker the best arrangement for them. Obviously, the best Real Estate agents are rarely those charging the lowest commission.

In fact, the main goal of conducting a full-scale, deck-ready listing presentation is to persuade the prospect that you are their optimal choice.

The best listing presentation isn’t a brief oral interview on the porch; it’s a carefully staged, full-scale demo of your professional capabilities. Keep in mind that creating a listing presentation isn’t the only way to market effectively in your industry. There are dozens of other Real Estate marketing ideas that can help you beat out the competition and stand out from the pack. For example, if you can’t make time for an in-person listing presentation, consider recording a seminar and linking it to your email subscribers.

How to Prepare for a Listing Presentation: 7 Key Steps

Building a rapport with a new prospect is never easy. But there are a few quick neuroscience tricks you can leverage to appear instantly more likable to prospects, even before you pull out your Real Estate brochures and other collateral.

• Give a firm handshake . Scientists proved that a handshake preceding any social interaction has a strong positive impact on how the recipient will further evaluate this social interaction.
• Have some brew ready. Pleasant smells like those of fresh coffee make us act nicer to one another and be more cooperative.
• Appear interested and ask questions.  Again, science proves that people are more willing to engage with an interlocutor, eagerly posing questions, and also act in a more receptive manner.

Now with a few neat physiological tricks in your sleeve, let’s move on to how you should approach listing presentation design.

1. Open with a Brief Introduction

A Real Estate listing presentations can start with a short overview, recapping who you are, what you do and what’s your success record.

To save you time on design, we have lined up a few short Real Estate bio templates you can grab and customize.

Sellers want to be reassured that you can close the deal fast and secure them a fair price. They want someone confident in their abilities and capable to back up their skills with examples and data.

Here’s listing presentation sample questionnaire you can answer to fill in your first few slides:

What are your top skills? Are you a Real Estate marketing guru? Do you have exceptional graphic design skills and can create for sale by owner flyers that stand out from the crowd? Do you have a photography background and can shoot professionals photos without hiring any external help? Show exactly what you can do. Bonus point if you manage to align your key skills with your buyer’s needs.

How many houses have you sold in this area? It’s best to line up some fresh data e.g. the past 12 months. Specifically, mention what types of properties have you sold and whether any were similar to this particular buyer’s estate.

Now comes the tricky part: offer some numbers comparing the original list price versus the final sales numbers (if the latter are more favorable) and the average day on the market (DOM) numbers for the property.

Such numbers will also help you justify higher commission rates. Of course, every sane buyer would rather stick with an agent charging a higher rate (e.g. 6% commission for houses for sale), but who also secures them a higher sales price due to better marketing experience.

2. Toss in Some Social Proof

People are social creatures and thus, we are extremely prone to opinions shared by others. To learn what’s good, we observe what others are doing and this extends to our purchase decision making: 92% of consumers state that word-of-mouth recommendations carry the most value to them.

You shouldn’t hard-sell your services. Instead, just show that “others” already think you are that good . There are a few ways you can use “social proof” as a Real Estate agent:

Ask past sellers to provide quick testimonials (with photos) and use them in during your presentation. Here’s a quick example from one of our PowerPoint templates :

Add a separate slide highlighting your key achievements up-to-date (personal or agency-wide).  The good “boasting” figures to include are:

• Total number and value of properties sold.
• Total number of clients you have worked with.
• Average time to close a deal.
• Average customer satisfaction rate.
• “Big name” corporate clients and partners.
• Professional organizations you are part of e.g. National Association of Realtors.

Gather and display reviews online.  Of course, prospects will google you post-presentation. Your job is to ensure that they’ll find only positive stuff, rather than nothing at all. You can set up a dedicated profile on popular review services or display ratings directly on your website.

3. List The Benefits of Your Brokerage

Keep this one succinct and on-point. Most buyers are interested in just three things:

• Receiving a fair price for their property.
• Getting it sold off fast.
• Avoiding the associated sales hassle as much as possible.

Your Real Estate presentation should address how you will deliver them just that. You can also sweeten the deal here by including a few “promos” e.g. list special circumstances for when you will accept a lower commission or pitch them with some bundled promos your agency currently runs.

At this point, you should also explain how that communication will occur: what types of updates they can expect and when.

4. Walk The Prospect Through The Home Sales Process

Not everyone is experienced in flipping property. So be sure to customize your listing presentation template so that includes this optional slide – for when you are presenting to first-time buyers.

There’s no need to go into many details at this point. Just briefly mention the overall timeline, key milestones and what kind of actions we’ll be required from them.  All of this can be neatly packed into one slide like this one :

If needed you can separately walk them through the home inspection and appraisal processes; Real Estate presentations to the buyers; negotiations and closing process.

5. Present a Comparative Market Analysis for a List Price Range

Comparative Market Analysis (CMA) is another nugget to persuade the client that you know your deal.

The wrinkle, however, is that it’s not always easy to come up with good numbers if you are yet to see the property in person. That’s why most agents will do two CMAs. First, one using the comps and their educated guesses based on prices for similar homes. And the second, more refined CMA after seeing the property, talking to the owners and digging further into the data.

6. Explain Your Marketing Strategy

Image Source: StockSnap

What channels do you plan to leverage – digital, offline or a mix of both? Give the clients some general insights and explain why your approach works. They certainly don’t want to know all the nitty-gritty, but we’ll appreciate some general insights.

Show them a few video demos you have created; your standard property templates for websites; copywriting and other marketing collateral you plan to use and distribute during open house visits.

7. Wrap It Up with a Killer Case Study

The best listing presentation examples we have ever seen always included case studies. They are another form of “social proof”, and a direct illustration of your professional abilities.

You don’t need to make this one lengthy though. Just stick to a simple copywriting formula:

• Customer background (e.g. a mid-aged couple just like you based in NYC).
• Challenge: what kind of a problem those former customers had? (e.g. needed to sell a house in 1.5 months in an unpopular neighborhood).
• Solution: how your agency helped them?
• Results: some quick numbers illustrative the positive outcome you have helped them achieve e.g. house sold in 35 days for 5% higher than the initial listing price.

This way you are finishing your listing presentation with a bang, and encourage the prospects to take further action.

Listing Presentation Templates for Real Estate Pros

To ease up the processes of preparing for your listing presentation, our team has lined up a few neat templates you can download and customize in PowerPoint to match your current needs.

1. Commercial Real Estate Template for PowerPoint

A versatile template that could be easily adapted for both residential, commercial listings or for land sale listing presentation. It includes excellent slides (e.g. US Map slide ) to present your market analysis and pitch the approximate listing price.

Use This Template

2. Real Estate Industry PowerPoint Template

Another template that makes it easy to turn your scattered data into a coherent and persuasive story. Customize it in a few quick clicks in PowerPoint to match your corporate branding, add additional slides and elements from our collection and voilà – you now have a shining new listing presentation to dazzle even the most reluctant prospects!

3. Real Estate Listing PowerPoint Template

Work with all the assets required to showcase a property in a neat layout that contains tools such as market price comparison, team introductory slides, housing interior details, key features & more.

4. Residential Real Estate Illustrations PowerPoint Template

If you want to boost your listing presentation for real estate, get to know these professional-design vector images tailored for the real estate industry. A selection of slides that go through the entire process of acquiring a property from both realtor and customer’s perspective. High-end graphics to enhance the impact of your presentation.

5. Proptech PowerPoint Template

Get ready to introduce in-the-market properties with a high degree of smart home devices or sustainable housing solutions with a slide deck filled with visual cues for that talk. This tech-savvy listing presentation template is ideal for targeting properties to millennials and discussing the infrastructure in the neighborhood or building complex.

6. Real Estate Open House PowerPoint Template

Graphics can make or end a business deal, and that’s why your next real estate listing should count on carefully designed slides that boost the performance of your speech. This listing slide deck includes a selection of icons that help increase the retention rate of key information disclosed about the property while keeping the right balance between whitespace and content. With a striking color combination, go ahead and edit this template to meet the demands of your work.

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Agent, Listing, Real Estate, Realtor, Sales Process Filed under PowerPoint Tutorials

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The Ultimate Scripting Toolkit for Real Estate Agents

Posted on April 28, 2023 by Krista Mashore

Buying or selling a home can be considered one of the most important transactions in a real estate agent's life. That's why real estate agents need to have the right tools and skills to communicate effectively with their clients. A real estate agent's scripting toolkit can be one of the most essential tools in their arsenal. Effective scripts help agents confidently communicate, build rapport, and guide clients through the complex real estate process. Whether it's prospecting for new clients, delivering a listing presentation, or negotiating a deal, having the right words and phrases at the ready can make all the difference.

This post will provide you with the ultimate scripting toolkit for real estate agents. We'll cover the basic communication skills every agent needs to master, offer sample scripts for different scenarios, and provide tips for customizing your scripts to fit your clients and properties. By the end of this post, you'll have the tools and confidence you need to communicate effectively and close more deals.

Basic Communication Skills

As a real estate agent, one of the most important tools in your arsenal is your communication skills. To be successful, you must master foundational skills such as active listening, building rapport, and asking effective questions.

Active listening means paying full attention to what your clients are saying, both verbally and non-verbally. This includes things like eye contact, body language, and tone of voice. You can build trust and establish a strong working relationship by demonstrating that you are truly interested in their needs and concerns.

Building rapport is another key skill for real estate agents. This involves creating a connection with your clients by finding common ground and demonstrating empathy. For example, you might ask about their family or hobbies or share a personal story that relates to their situation.

Asking effective questions is essential for gathering information that will help you better serve your clients. This means being strategic in your approach and asking open-ended questions that encourage discussion. For example, instead of asking if they are looking for a certain type of property, ask what features are most important to them in a new home.

To help you get started, here are a few sample scripts for initiating conversations with potential clients:

– “Hi there, I noticed that you've been looking at properties in the area. Can you tell me a little more about what you're looking for in a new home?”

– “Hello, my name is and I'm a local real estate agent. I wanted to introduce myself and see if you had any questions about the housing market in this area.”

– “Good afternoon, I see that you recently attended an open house. What did you think of the property? Is there anything else you're interested in seeing?”

By mastering these foundational communication skills and using effective scripts, you can establish yourself as a trusted advisor and build a successful career in real estate.

Prospecting Scripts

Prospecting is the lifeblood of a successful real estate agent. If you're not actively seeking out potential clients, you're simply waiting for the phone to ring or hoping for a referral. But in this cutthroat industry, waiting for fate to intervene just won't cut it. That's why having a badass toolkit of prospecting scripts is an absolute must-have for any real estate agent who wants to make it big.

Whether you're hitting the phones, knocking on doors, or following up with a lead, you need to have the right words at your fingertips to make a connection with your prospects. With personalized scripts tailored to each situation, you can build trust, win more appointments, and ultimately, close more deals.

You'll create a sense of connection with potential clients when you use the right phrases – like “I understand how you feel” and “Can I ask you a few questions?”. And when you use powerful techniques like mirroring and active listening, you'll build an unmatched level of rapport that sets you apart from the competition.

Don't take any chances with your prospecting efforts. Arm yourself with a toolkit of bulletproof scripts that will propel you to the top of your game. After all, no one ever dominated the real estate world by just winging it.

So if you're ready to take your prospecting to the next level, invest in the right tools to get the job done. With an arsenal of gritty scripts under your belt, you'll own every conversation, hit every deadline, and close every deal with confidence and ease. Trust us – your bank account will thank you for it.

And remember, no matter what anyone tells you, prospecting is and always will be the backbone of real estate success. Without a steady flow of leads, you simply can't succeed in this industry. But by using the right scripts and techniques, you can take your prospecting efforts from mediocre to legendary in no time. So what are you waiting for? Get out there and start crushing it like a pro. The sky's the limit – but only if you have the right tools to get you there.

In conclusion, if you're serious about making it big in real estate, you need to be serious about prospecting. And if you're serious about prospecting, you need to have an arsenal of killer scripts at your disposal. So start building your toolkit today, and watch your success soar to new heights. Believe us, when you have the right words, anything is possible.

Listing Presentation Scripts

As a real estate agent, your listing presentation is your time to shine. It's your opportunity to showcase your skills and expertise and to convince potential clients that you're the right person for the job. But what makes a successful listing presentation?

First and foremost, you need to know your audience. Who are you presenting to? What are their needs and concerns? What makes their property unique? Once you have this information, you can customize your presentation to fit their needs.

One way to do this is by using listing presentation scripts. These scripts provide a framework for your presentation, and can help ensure that you cover all the important points. For example, you might use a script for your introduction, where you introduce yourself and your company, and explain why you're the best choice for selling their property.

You might also use a script for your property overview, where you highlight the key features and benefits of the property, and explain why it's a great investment. And of course, you'll need a script for your pricing strategy, where you explain how you'll price the property and why you think it's the right choice.

But don't just rely on these scripts as written. To customize your presentation, you'll need to tweak and adjust the scripts to fit each client and property. This might mean using different language, or emphasizing different points. With the right scripting toolkit, you'll be able to create a listing presentation that truly speaks to your clients' needs, and helps you close the deal every time.

Buyer Consultation Scripts

The real estate game can be a tough nut to crack, and as a real estate agent, you know that your clients are looking to you for guidance, comfort, and an exceptional experience. With so much at stake, it's no wonder the home buying process can be overwhelming and stressful for your clients. But fear not, cuz we got your back!

Enter the buyer consultation. This often-overlooked step can make all the difference in the world. It's an opportunity to connect with your clients, learn about their needs, and establish trust and rapport. The best part? It can make your job a whole lot easier!

At our company, we recognize the importance of the buyer consultation, and that's why we've created a scripting toolkit specifically for you. Our sample scripts are designed to keep your clients engaged and informed throughout the entire process. From the initial meeting to the negotiation phase, we've got you covered.

Our toolkit goes beyond just giving you scripts to read from, though. We provide you with techniques for building trust, managing expectations, and getting the deal done. What's more, we include key phrases and language to help you connect with your clients and make them feel heard, understood, and valued.

By using our buyer consultation scripts, you can streamline the process and provide the best possible experience for your clients. With our toolkit in hand, you'll be able to deliver top-notch service that will not only make your clients happy but will also help you build relationships that last.

So what are you waiting for? Don't miss out on this golden opportunity to provide exceptional service and make your clients' home buying dreams come true. Let our buyer consultation scripting toolkit be your secret weapon in the real estate game.

Remember, it's not just about selling the house; it's about creating an unforgettable experience for your clients. So let's get cracking!

At the end of the day, it all boils down to one thing: exceptional service. And with our buyer consultation scripting toolkit by your side, you can deliver that exceptional service and establish yourself as a real estate agent that your clients will never forget.

So, what do you say? Let's make those home-buying dreams come true!

Objection Handling Scripts

As a real estate agent, you're no stranger to hearing objections from potential clients. But here's the thing: objections can be a disguised blessing. You can transform these perceived barriers into golden opportunities for deeper engagement and discussion with the right objection-handling scripts.

Whether it's a client expressing concerns over pricing, timing, or competition, your job as an agent is to be prepared with a response that addresses their specific concerns while keeping the conversation moving forward. This is where objection handling scripts come in, allowing you to guide the conversation and showcase your expertise confidently.

By truly understanding each client's objections and concerns, you demonstrate to them that you're a knowledgeable professional who can find innovative solutions to anyCold calling​ challenge. Not only does this show that you're an excellent resource for their real estate needs but it increases the likelihood of them recommending you to others in their network. Talk about a win-win situation!

Don't let objections stress you out – embrace them as opportunities to shine! The key is approaching each situation with a positive attitude and a well-crafted strategy. By using objection-handling scripts effectively, you can showcase your ability to think on your feet and provide creative solutions that truly meet your clients' needs.

Of course, it's not just about having the right words but also your tone and demeanor. Remember to stay calm, confident, and professional at all times. Doing so will help your clients feel more at ease during what can be a stressful process.

When you're armed with effective objection handling scripts, you gain an edge over other agents who may not have truly invested the time to truly understand their clients' concerns. Not only does this give you a clear competitive advantage, but it also allows you to build stronger relationships with your clients based on trust and mutual respect.

At the end of the day, the key to success in real estate is to understand your clients and their unique needs. By mastering the art of objection handling, you can demonstrate your expertise and build a reputation as an agent who truly cares about their client's success. So why wait? Start honing your objection handling skills today and see the results for yourself!

Cold calling scripts

Real estate is a highly competitive industry, and as a real estate agent, you need to be on top of your game to attract and retain clients. Cold calling may seem outdated and ineffective, but when executed with a well-crafted script, it can be a game-changer.

Are you ready to take your game to the next level? With the right script, cold calling can be transformed into a superpower that sets you apart from the competition. The key is to strike a balance between engaging and persuasive language that hooks the audience without sounding salesy or pushy.

Crafting the perfect cold calling script is not just about reciting a bunch of pre-written lines. It’s about building an authentic connection with your prospective clients, addreCold calling​ssing their needs and concerns, and leaving a lasting impression.

The right script can help you guide the conversation, ask relevant questions, and steer potential clients towards the desired outcome. It’s like having a GPS that takes you from the first introduction to closing the deal, in a seamless and efficient way.

Don't underestimate the power of a well-crafted cold calling script. It can help you build lasting relationships with your clients, expand your network, and boost your reputation as a trusted authority. Above all, it can help you achieve your goals, whether that’s generating more leads, closing more deals or building a stronger brand presence.

In a world where digital marketing channels saturate people’s inboxes and social media feeds, cold calling still has a unique advantage. It allows you to connect with people on a personal level, understand their needs and concerns, and provide tailored solutions. With the right script in hand, you can turn cold calling into a valuable tool for building your real estate business.

So, are you ready to embrace the power of cold calling? With the help of a killer script, you can turn cold calling into a superpower that transforms the way you do business. Don't let fear hold you back – take the plunge and see how far you can go.

In conclusion, whether you are a seasoned real estate agent or a beginner, a well-crafted cold calling script is the secret weapon that can help you close more deals, grow your network, and build a thriving business. It’s time to embrace this powerful tool and unlock your full potential as a real estate professional. So, what are you waiting for? It's time to start dialing!

Scripts for handling objections and closing deals

Real estate agents, listen up! If you want to close those deals and handle those pesky objections, you need to add another tool to your arsenal: Scripting.

Scripts for handling objections and closing deals are the secret weapons that top-performing agents swear by.

These scripts provide a roadmap for navigating tough conversations and steering them towards a successful outcome.

By practicing your scripts and perfecting your delivery, you'll gain confidence and the ability to handle any objection that comes your way.

So, add these scripts to your toolkit and get ready to close more deals and impress your clients.

Follow-up scripts for maintaining relationships with clients

Maintaining client relationships is crucial to your success as a real estate agent. That's why follow-up scripts are an essential part of your toolkit. But these scripts don't have to be boring or generic. You can use them to showcase your personality and build a deeper connection with your clients.

Start by thanking them for their business and asking how they're settling into their new home. Show interest in their lives and find ways to be of assistance. Then, offer valuable information about the housing market or local events that may be of interest to them.

Don't be afraid to inject some humor or wordplay into your scripts, as long as it's appropriate for the client. And always remember to keep it simple and straightforward. The goal is to build trust and rapport, not to impress with fancy language.relationships with your client relationships with your clients.

By using follow-up scripts as a tool to maintain relationships, you'll keep clients coming back and establish yourself as a trusted and personable agent in the real estate industry. So, get creative and start building those connections today!

In conclusion, conceptual innovation is all about creativity and offering something unique to your audience. It requires you to have the courage to tear some things down and create something that will never be forgotten.

Regarding real estate agents, scripted communication can greatly improve their communication skills and ultimately lead to more success in their careers. By using scripts, agents can better prepare for conversations and ensure that they are delivering the right message to their clients.

Effective communication skills are crucial for success in a competitive industry like real estate. That's why we encourage all real estate agents to use scripts in daily conversations with clients. Doing so can take your communication skills to the next level and achieve even greater success in your career. So what are you waiting for? Start scripting today!

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12 top-performing real estate scripts and why they work so well

Building trust with prospects is everything in this business. But when your introduction is limited to a phone call, email or text message, your only real measure of how things are going are the vocal cues on the other end of the line. 

The pressure to say more with less is real.

You already know the right real estate scripts can help. But does your current script library have what it takes to help you close more sales?

These 12 top-performing scripts are easily adaptable and grounded in common real estate scenarios. And because texting real estate leads is often a client’s preferred form of communication, we’ve also included text versions of each script on this list to help you build a better connection faster.

Real estate scripts: The ultimate list

• Leading with empathy for FSBO leads
• Getting more out of circle prospecting
• The hot market sales real estate script
• Reaching out to recently expired listings
• Warming up internet leads
• Connecting with new leads from open houses
• Leaving a voicemail message
• Getting more reviews
• Reaching out to FRBOs
• Reconnecting with past clients
• Converting sellers
• Converting buyers

1. Leading with empathy for FSBO leads

Property owners looking to sell on their own are usually diving in to save money, not because they’re craving a crash course in real estate transactions.

FSBOs are pretty firm on their decision to protect their “piece of the pie,” but any agent armed with the right approach can pierce through the armor and help them find value in the agent relationship.

Whatever FSBO script you’re using, your goal is to unveil the real reason the seller doesn’t want an agent and go from there.

Here’s an example of an FSBO script to share with your real estate team :

You: Hi, I’ve just found this home for sale, and have a few questions about it. Are you the homeowner?

The Lead: Yes

You: Great! My name is ____ and I’m working with ____.  The reason I’m calling is that I have a few potential buyers for this house who’re also very interested in the area. Would you mind telling me what price you’re asking for this house?

The Lead: $313,000

You: Alright! Are you working alongside any real estate agents?

The Lead: No.

You: Gotcha. May I ask you why?

The Lead : I just don’t feel like they can help me.

You: Sure, I understand. Did you have a bad experience in the past?

The Lead: Yes.

You: Trust me, I wouldn't want you to relive that. What I’d like to do is share some pointers with you about selling in the current market to help you get as much money in your pocket as possible. If you decide down the line you’d like to revisit using an agent, you’ll have my info.

Do you have time later this week to meet?

It’s important to empathize with the fact that the FSBO prospect has had a bad experience with a past agent. You need to show them you understand what they went through and rebuild their trust. One way to do that is by offering helpful information, no strings attached.

As soon as you reassure them they won’t lose money working with you, move onto tackling smaller objections and leave some space for a follow-up meeting.

Make it a quick text:

Hello! My name is ____ and I’m working with ____. I noticed a For Sale By Owner sign in your yard. If you’re the owner, I’d like to meet up and give you some ideas on how to get the most money for your property. I’ve been selling in the current market and have a few pointers I’d like to share!

If you’re not the owner, would you mind passing my info along to them?

2. Getting more out of circle prospecting

When you sell one home in an area, you build knowledge that can absolutely help you with future sales.

Circle prospecting is all about spreading your influence in a specific area. The idea here is that you have both location-specific information you’re willing to share and a formal excuse to call people out of the blue.

With the right approach, circle prospecting often bears fruit in the form of real estate leads , referrals, and valuable intel that can help you make other sales in the neighborhood. 

The challenge is, you often don’t know the exact position of the person on the other end — whether they’re buying, selling, moving out, or none of the above. That’s why circle prospecting scripts are written in broader strokes.

Improvisation in these conversations is a given and the only parts of your real estate script that you can perfect ahead of time are your opening and closing. “Accept that most homeowners won't be ready to sell and won't know someone who is,” says Dale Archdekin, founder of Smart Inside Sales . 

“The purpose of your circle prospecting call should be to get their permission to add them to your database. If you HAPPEN to find someone thinking of buying or selling in the short term...that's a bonus.”

Here’s an example script from Dale of a circle prospecting conversation done right:

You: Hello! My name is ____ and I’m working with ____. I recently sold a home in your area and the owners mentioned some of their neighbors might be interested in selling. We still have some interested buyers. Do you own your home?

The Lead: Yes, I do.

You: Have you thought about listing it?

The Lead: Not for a while.

You: Gotcha. I’d like to let you know one of the key factors helping sellers decide to list their homes right now is [insert fact related to your local market].

The Lead: That’s good to know, but I’m still not sure I want to sell my home.

At this juncture, you don’t want to come off pushy but you do want to make a good enough impression that you garner a strong lead.

You: I completely understand. Selling isn’t a quick decision. How about this —  some of your neighbors have asked me to keep them in the loop on home sales and prices in your neighborhood. I can send you the same info. What’s your email address?

Follow up by asking if they know anybody interested in buying or selling, but be sure to wait to ask until the conversation’s end to keep it natural and organic.

Make it a quick text: 

Hi, my name is ____ and I’m working with ____. I recently sold a home in your area and the owners mentioned some of their neighbors might be interested in selling. If you’re in the market right now, I’d like to find time to sit down and learn about your situation. If not, some of your neighbors have asked me to keep them in the loop on home sales and prices in your neighborhood. I can send you the same info via email. Does this work for you?

3. The hot market sales real estate script

Any agent can work with standard prospecting techniques and scripts, but experienced agents know that success comes when you go that extra mile and create opportunities for yourself.

Sometimes this means being a bit more aggressive in your approach. But keep in mind, there is always a line. Focus on creating a sense of urgency, exclusivity, or an opportunity that your client can use to their advantage.

Here’s a more sales-focused script you can present to hot-market prospects:

You: Hello, this is ____ and I work with ____. We were in touch about a year ago when you were considering listing your current home and moving into something better suited for your growing family. Did you make that jump?

The Lead: No, it wasn’t the right time for us. There’s so much we still need to fix before we sell this house and we haven’t had time.

You: I remember there was a lot on your plate then! I wanted to reach out because there’s currently a huge demand for homes your size and I know of several properties becoming available that have a lot of the features you and I talked about before we set things on the back burner. Are you in a position to take advantage of your home’s selling potential?

The Lead: There’s just so much to do and we don’t want to lose out on any money we could make if we sell our home with these repairs.

You: Understandable! We want you to get the most for your home. I have quite a few contacts that specialize in the repairs you need. Do you mind if I get a hold of them and see if we can get some quotes and timetables? At least then you’ll know what it would take to finally move into the new home you’ve been after!

This script plays on a prior relationship with a cold lead in need of rekindling, but the same principles apply to other prospects: The market is hot for your home. We have other properties in mind for you. Do you want to strike a deal now while conditions are favorable? 

You can tweak this script for a call or create real estate emails to potential clients using varying versions of this template.

Hello, this is ____ and I work with ____. We were in touch about a year ago when you were considering listing your home and moving into something better suited for your growing family. Did you make that jump? If so, I hope everything is going smoothly😊. If you didn’t, I’d love to hear about where things are at for you now and how I can help!

4. Reaching out to recently expired listings

Expired listings are often seen as low hanging fruit, but you want to stay cautious when going after these deals. Don’t rush to assign blame or criticize the approach of a previous agent.

Clients are usually emotional at this stage for two reasons:

• The sale didn’t take off
• TONS of agents are calling the owner eager to take over the listing

The goal is to understand what went wrong with the listing, and the client’s stance on it. When you get that down, you can easily move from discovering the problem to remedying it.

Use non-direct questions such as, “What qualities, in your opinion, should the right agent have to effectively represent you?” and “What actions did the previous agent do that you liked?”

To build trust, try giving out free information in the form of marketing advice.

Below is a script that Mike Ferry , founder of one of the leading real estate coaching companies in North America and Europe, often recommends for expired listings :

You: Hi, I’m looking for _______. Hi _______, my name is _______ with _______ I’m sure you’ve figured out that your home came up on our computer as an expired listing and I was calling to see …

From here you walk them through the following questions:

 1. When do you plan on interviewing the right agent for the job of selling your home? (Never) Terrific! / Really!

2. If you sold this home, where would you go next? (LA) That’s exciting! 

3. How soon do you have to be there? (Already) Ouch! 

4. ________, what do you think stopped your home from selling? (The agent) Really! 

5. How did you happen to pick the last agent you listed with? (Referral) Great! 

6. What did that agent do that you liked best? (Nothing) Ouch! 

7. What do you feel they should have done? (Sold my house) Really! 

8. What will you expect from the next agent you choose? (Sell my house) Terrific! 

9. Have you already chosen an agent to work with? (No) Wonderful! 

10. I would like to apply for the job of selling your home. Are you familiar with the techniques I use to sell homes? (No) You’re Kidding! 

11. What would be the best time to show you. Monday or Tuesday at ____?

Hello! My name is ____ and I’m working with ____. I’m sure you’ve figured out that your home came up on our computer as an expired listing. I believe your home should’ve sold for you and I have some questions about why it didn’t. If you have time next week and are still hoping to sell, I’d like to meet with you to learn what you expect from your next agent and share my ideas on what we can do to make this sale happen for you!

5. Warming up internet leads

Internet leads are warmer by nature because you usually have additional information about the person you’re contacting. For example, you may already know what listings are attracting their attention, or what other real estate landing pages they visited. 

With the right approach, these clues can help take your internet leads from lukewarm to hot.

Take it from Barry Jenkins of Virginia-based Better Homes & Gardens Real Estate Native American Group . Using the following script, Barry and his team noticed an average 15% conversation to appointment ratio:

He recommends delivering this script in your best ‘I don’t make commission I’m just a customer service person’ voice:

You: “I was going through my files and didn’t see if you ever bought that home you were looking for? I wanted to update the notes...” 

Then let your voice trail off and be quiet.

Or, if a potential buyer responds by inquiring about a certain property they saw online, your goal is to regain control over the conversation as soon as possible.

Potential clients will ask you all sorts of questions about the home and chances are you might not know everything. If you don’t know something, be honest. Reassure the buyer you’ll find the answer and simply move the conversation towards discovering more about their needs.

Follow Up Boss’s customer success manager Lyndon recommends the following three open-ended questions to regain control over the conversation:

• When would you like to go to see it?
• What else would you like to see?
• What interests you about this property?

Asking these questions switches the focus from the property in question to the buyer’s broader needs, providing you the opportunity to establish yourself as a trusted advisor in the market.

Hello, this is  ____ and I work with ____. I was going through my files and didn’t see if you ever bought that home you were looking for? I wanted to check in and ask if there’s anything we can do for you now?

6. Connecting with new leads from open houses

Experienced real estate professionals know that hosting an open house rarely leads to a direct sale. But that doesn’t mean they can’t become a high-octane lead channel for your business.

Rainmaking agents use open houses to:

• Uncover potential listings in the area
• Find potential buyers for other homes
• Generate new referrals
• Launch door-to-door prospecting

Team leader Kyle Handy of eXp Realty has a great open house script for getting passive visitors thinking seriously about buying:

The Lead: We’re just looking around right now and aren’t really ready to buy.

You: That’s great. It’s always good to look first and get a sense of the market. Are there things about this property that you’re looking for? Things that you dislike? I have a few listings that you might like at [neighborhood], as well as another upcoming open house at [address].

Kyle reveals the strategy behind this script is to validate the lead’s intent to buy through encouraging them to think about what they want. “As they think about what they want, they may become more eager to commit,” explains Kyle.

Hello, this is ____ and I work with ____. I wanted to thank you for coming to the open house at ____! Were there things about this property you’re looking for in your next home? If you’re interested, I’d like to sit down with you and learn about the type of home you’re after and see what I can find available or coming available! When works best for you?

Bonus: How to ask for sign-ins at open houses

After organizing an open house, your main goal is to capture as many leads as possible during the process. Maximize your potential with these three lead-generating open house scripts :

Script #1: Keep you in the loop

“I’d love to keep you in the loop with any updates on this property and let you know when similar ones come on the market. I know it can be hard to stay current in such a hot market.”

Purpose: Give them a reason to sign-in by clearly articulating the value of the information they will receive from you in return for sharing their contact information.

Script #2: The open house prizewinner

“I’m going to be selecting one winner from everyone in attendance today to receive a [prize you’re giving away] and contacting the lucky winner via email, so be sure to sign in so you don’t miss out!”

Purpose: Run a contest to encourage people to leave their contact details, make it fun for them to register, and use it as an easy ice breaker.

Script #3: The first-to-know open house script

“Thank you for coming and I hope you enjoyed your tour! I would be happy to keep you informed on any updates about this property. Also, I met a couple other homeowners in the neighborhood today who are considering listing their home on the market soon. I’d love to stay in touch and make sure you’re the first to know about any new properties before they come onto the market.”

Purpose: Build rapport with the visitor first before asking them to share their contact to stay in touch before they leave.

You can then amplify your open house follow up by setting up real estate drip emails inside your real estate CRM for prospects you know have prioritized visiting open houses in their home search.

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7. Leaving a voicemail message

Phone calls often go straight to voicemail and feel like a missed opportunity. However, it’s quite the opposite.

Consider voicemail as a warm-up that is especially effective when it’s your first contact with the homeowner. If you leave an engaging voice message, your next call will come off as if it’s from someone already familiar with the prospect, rather than a complete stranger.

Don’t give out too much information in your message. The goal is to intrigue the prospect without taking too much of their time. 

The most successful approach usually involves using additional information about a prospect or their area. 

Real Estate website builder and marketing service powerhouse Luxury Presence taps into these principles with their own take on a real estate voicemail script:

You: Hello Sarah, This is Jane from Luxury Presence. I’m calling because we recently listed our homes in your area at low rates and would like to hear your thoughts. I’ll contact you again perhaps next week, or you can call me at [your phone number]. I hope to hear from you soon!

The content of the voicemail tells the lead you’ve researched and know about their neighborhood, potentially getting the wheels turning in their head on the value of their home and encouraging them to list it.

Better yet? You can easily revamp this voicemail script into a text message.

8. Getting more reviews

Have you ever seen a mixed reviews label? Now try and remember where. Chances are, you can’t.

That’s exactly what happens with the real estate brands that don’t work on their reviews — no one remembers them.

Thankfully, Justin Landis and his Atlanta real estate group shared some valuable tips for getting as many real estate reviews and testimonials as possible.

Start by introducing the idea of a review during a buyer’s consult or listing appointment:

You: We want your experience to be a 5-star experience so that you are willing to share it in an online review. So many people go online and look for reviews before they even reach out to us. We want them to see how much we care!

With that in mind, we will be checking in throughout the process to make sure that we are providing that high level of service, and we also want you to let us know if there’s anything that we can do better.

Then, follow up at closing:

You: It’s been so great working with you! I’m really happy how things worked out and hope you are too. If you remember, when we first met, I told you that we wanted to help you make a wise decision and to earn your future referrals and reviews. Have we done that?

If so, we’ll be reaching out to get feedback and let you know how you can share your excellent experience with others!

You can use these scripts pretty much verbatim as reminder texts following your first appointment, and at closing!

9. Reaching out to FRBOs

Speaking with landlords requires a smart, well-researched plan of attack.

Many landlords rely on the residual income of their properties. Owners can offset maintenance, utilities, and other fees by increasing rent, but what happens when rentals aren’t renting?

In his sit-down with REDX , Northidge, California-based agent Edward Estrada approaches FRBOs full speed ahead. 

The idea is to find out how long the property has been vacant and plant the idea of selling the property should it remain vacant for too long, ultimately impacting the owner’s income stream. This approach, coupled with property-specific data, can sway a lead’s thought process.

The script (with data) goes something like this:

The Lead: Yes, the home is vacant. It’s been for rent about a month and a half, but I haven’t thought about selling. . .

You: I definitely understand where you’re coming from! I’d like to give you some information to think about. Our local real estate market has a huge demand for homes but a limited inventory. You have the option to list this property and make upwards of X% more [multiply the annual rent amount by 10, compare to property comps, and find how much more the home is worth if sold] over renting the property for the next decade. Is this an option you’d like to hear more about?

Hello! My name is ____ and I’m working with ____. I’ve noticed a rental sign on [property address] for roughly a month and am curious if you’ve thought about listing the property? There’s a huge demand for homes in our area and I think you’d be surprised to learn how much more you can get from selling the home versus renting it. Do you have time this week for a quick phone call?

10. Reconnecting with past clients

Your sphere of influence is a powerful tool for capturing new leads.

When a past client has a great experience with you, they tend to let their circle of friends, family, and colleagues know.

Real estate website creator Placester advises agents on scripts through their Marketing Academy. 

When contacting past clients for referrals, this easy-to-use script is just the ticket:

You: Hi, [client name]. It’s [your name]. How’s everything been with you and the new home? [Await response] That’s fantastic. Hey, I was wondering if you know of anyone who’s looking to buy soon in the area?

If they do know somebody in the market, respond with:

You: Well, listen, I’d definitely appreciate it if you can provide me with their contact info. I’d love to connect with them to see if I can help out. Would that be okay?

If they don’t know somebody in the market, respond with:

You: Not a problem! I’m glad to reconnect with you, obviously. Let’s keep in touch. Chat with you again soon!

DON’T MAKE IT A TEXT! 

Unless you know for sure the client prefers texting, you shouldn’t sacrifice the personal connection needed for this call. Too much time has passed for a text to make a quality impression.

11. Converting sellers

No matter where you’re at in your real estate career, there are times when the seller pipeline is emptier than it should be.

Drumming up new listings business means throwing it back to prior leads or prospecting for new ones. So what are the essential questions for every seller?

Real estate coaching juggernaut Tom Ferry knows them by heart. 

In his video, 4 Scripts to Maximize Listing Opportunities Right Now! , Tom urges agents to ask their sellers four questions:

• Are you living in your dream home right now?
• With everything happening, have you had any thoughts of selling?
• With the tremendous increase in buyer demand and few great homes for buyers to buy today, I have to ask you, at what price would you become motivated to become a seller?
• Do you know anybody who’s thinking about selling?

You might not get to all these questions. That’s ok.

You’ll want to explore where the conversation naturally flows. But keeping these questions in mind when you’re speaking to potential sellers, whether on the phone or in-person, you’ll have the right information to convert a lead into a client.  

Hello! My name is ____ and I’m working with ____. With the tremendous increase in buyer demand and few great homes, I have to ask you, at what price would you become motivated to become a seller? If you’re not living in your dream home right now, let’s find a time to talk about how we can make it happen.

12. Converting buyers

Arizona REALTOR® and mentor Stefanie Lugo , knows a thing or two about appealing to real estate buyers .

In her 3 Critical Scripts Every Real Estate Agent Needs To Know video, Stefanie makes a broad appeal to buyers who know they want to purchase a home sometime in the future, but aren’t sure about the when, where, or why. Buying a home is an idea in their heads, but not a solid one.

In these instances, give Stefanie’s Scenario 2 script a try:

You: I know you’re not looking to buy tomorrow but when you do go to buy your next house, what would you change about where you’re living right now?

The Lead: Well, you know right now we have three bedrooms, which was plenty of space when we moved in, but our family is growing in the next six months and so we know we’re going to need more space. While we’re at it, we’d love a pool. I’m not sure if that’s even something we can achieve. But it’s such a bucket list item. We know that in the next house that’s something we would love to consider as an option.

By asking an open-ended question related to the future, you’ll hook your lead’s interest in the conversation, allowing them space to reveal new home aspirations you can then turn into benchmarks for hunting down their next home.

Hello! My name is ____ and I’m working with ____. I saw your information come through our database and I wanted to take a moment to connect. It looks like you’re interested in purchasing a new home. Do you have time for a quick call later this week? I’d like to find out what you would change about where you’re living right now and how we can help you find a better fit!

Practice. Deliver. Convert.

As Tom Ferry reminds us,” Professionals practice and that’s how they got there.”

A high-converting real estate script is about more than memorizing lines. It’s about understanding the underlying principles behind these scripts and working those elements of learning and persuasion into your daily prospecting routine.

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Mike Ferry Organization Real Estate Scripts

Mike ferry real estate scripts.

Mike Ferry Real Estate scripts are widely recognized as the original Real Estate scripts , developed by the industry pioneer Mike Ferry himself. In fact, the enduring success of Mike Ferry Real Estate scripts has made them one of the most copied sets of scripts in the industry!

What are scripts in Real Estate?

A Real Estate script is a pre-planned in-person or phone conversation designed to establish a connection with a possible Buyer or Seller.

Real Estate scripts are the most straightforward and most efficient answer, but you must have it right. A script is more than just reading words off a page. You need to understand the goal of each script. What reaction do your words bring from prospects? Are you listening to their responses or are you waiting on what to read next? Learning and internalizing your scripts is key to success in the Mike Ferry Sales System .

Do Real Estate scripts work?

Do you want a better response from the customers that you’re calling? Do you want the Sellers to start saying “Yes” more often? Would you like people to have conversations with you daily versus hanging up on you? The answer can be as simple as using a Real Estate script to control the conversation in-person or over the phone.

Real Estate scripts can be effective if used appropriately, but agents should not rely on them exclusively and should also develop their communication skills to adapt to different situations and clients.

Mike Ferry has been training Real Estate Agents for 48+ years using his proven Real Estate Scripts to grow their businesses regardless of which stage their Real Estate business is in. Everyone has a chance to get back to basics and grow their success. 

Types of Real Estate Scripts

• Buyer Prequalification Scripts : These scripts are used to prequalify potential Buyers before showing them properties. The script will contain questions about the Buyer’s financial situation, credit history and other relevant details to help the agent match them with properties that meet their needs.
• Property Listing Presentation Scripts : These scripts are used to showcase a property to potential Buyers or clients. They typically include information about the property’s unique features, location, and amenities, as well as the agent’s strategies for marketing the property and attracting potential Buyers.
• Center of Influence and Past Client Scripts (COI) : These scripts are used to maintain relationships with an agent’s Center of Influence (COI) and Past Clients. The script will be providing valuable information, checking in on their Real Estate needs, and asking for referrals.
• Comparative Market Analysis (CMA) Presentation Scripts : These scripts are used by Real Estate Agents to present a Comparative Market Analysis (CMA) to potential Sellers. A CMA is a report that compares the Seller’s property to similar properties in the area that have recently sold or are currently on the market. The script may include an explanation of the CMA and how it can help the Seller determine the best price for their property.
• For Sale By Owner (FSBO) Scripts : These scripts are used to reach out to owners who are attempting to sell their property on their own. The script will be highlighting the benefits of working with a Real Estate Agent and explaining how the agent can help the owner sell their property more quickly and effectively.
• Just Expired Scripts : These scripts are used to reach out to owners of properties that were recently listed but did not sell. The script may include an explanation of why the property did not sell and a new plan to help the owner achieve their Real Estate goals.
• Just Listed Scripts : These scripts are used to promote a newly listed property to potential Buyers or clients. The script will be sharing information about the property’s unique features, location and amenities, as well as the agent’s strategies for marketing the property and attracting potential Buyers.

Real Estate Script Training

Real estate events.

At The Mike Ferry Organization we not only give you the real estate agent scripts to succeed, but we also give you training opportunities with events all across the United States. Our training in combination with our in-depth Real Estate Coaching program gives you all the tools needed to tackle the market at any stage successfully. 

We offer the following events to help you increase your confidence but also increase your overall conversion rate.

• Action Workshops – During the four half-day sessions of the Workshop, attendees will learn a range of topics, including lead generation, time management and negotiation skills. The Workshops also include hands-on assignments that allow attendees to put their new skills into practice and generate real business for themselves.
• In-Person Prospecting Clinics – Prospecting is vital to being a Real Estate Agent. Prospecting with the correct positive mindset and energy is very important for getting prospects to convert. This high-energy event is designed to create an environment needed to set those appointments. Share ideas and techniques with other great prospectors and prospect with no distractions. A top MFO Coach leads each prospecting session to help with any questions you may have during your prospecting session.
• Productivity Schools – Learn how to effectively set appointments, tackle objections and work with canned presentations that bring big results. Kickstart quarters off right by equipping yourself with tools guaranteed to get more out of each.
• Virtual Prospecting Clinics – Prospecting even when done from home virtually should have the same energy and enthusiasm as in-office group prospecting. This high-energy virtual event is designed to create an environment needed to set those appointments from the comfort of your office or home. Share ideas and techniques with other great prospectors and prospect with no distractions. A Superstar MFO Coach leads each virtual prospecting session to help with any questions you may have during your prospecting session.
• Production/Superstar Retreats – Learn the Real Estate scripts and the entire sales system taught by Mike Ferry himself as well as many top agents in the industry. Set at opportune times throughout the year to set you up for success at the start and halfway points of the year.

Real Estate Agents who want to increase their income and profitability should turn to The Mike Ferry Organization. With over 48 years of experience in the industry, The Mike Ferry Organization developed around our multiple-step Mike Ferry Sales System processes, each of which can greatly increase your chance of success. His Coaching team includes highly skilled professionals who have used the Mike Ferry Sales System for many years, they also provide practical insights and guidance to help agents develop effective communication strategies and close more deals. Mike Ferry and his Coaches are all about producing tangible results, and our training systems equip agents with the skills and tools they need to succeed in the highly competitive Real Estate market.

Here are some following examples of our Coaching at The Mike Ferry Organization : 

• One on One Coaching: This Coaching System offers one-on-one Coaching Calls with a Mike Ferry-trained Coach as well as access to Mike Ferry’s Referral Network. Your Coach will teach you techniques using the Mike Ferry Sales System to help you increase your productivity and build your income
• Premier Coaching: This elite Coaching System offers unlimited training resources and access to exclusive Mike Ferry Organization tools. Also, you will get complimentary admittance to all three and four-day MFO Events and Virtual Events (Prospecting Clinics not included)

By honing their Real Estate script skills through our training and coaching services. Real Estate Agents can enhance their confidence, boost their productivity  and achieve unparalleled financial success. 

Mike Ferry Real Estate Sample Script

Below is an example of 1 of our 10+ available Real Estate scripts: 

BUYER SCRIPT – PREQUALIFYING (Real Estate Script Example) 

1.      “Mr. and Mrs. _______________, may I take you through the buying process I use when assisting a buyer in purchasing a home?”

If “Yes”, continue. If “No”, the interview is over.

2.      “I’m going to ask my lender … ( lender’s name ) to call you as soon as possible and discuss with you all the financing options available. This should answer all of your questions, as well as give you the confidence you’ll want in purchasing a home today. Can I have them call you in the next several hours?”

If “Yes”, continue. If “No”, move on.

3.      “Once you and the lender have designed a financing agreement for yourself, I’m going to ask you a lot of questions regarding the type of home you want to buy … have you outlined, in detail, the type of home you want to purchase?”

4.      “Once we’ve determined the type of home you want to purchase, I will select the three to four absolutely best homes in that range for you to look at … I don’t want to confuse you by showing you a lot of homes … do you understand?”

If “Yes”, continue.

5.      “Once we have looked at these properties, I will ask you to select one and write an offer to purchase that property. Are you prepared to write an offer if we find the right property?”

6.      “Once we’ve written an offer to the seller, I will negotiate that contract for you. If accepted, we’ll work together each day toward the closing.”

7.      “Based on the process that I use in helping folks like you find a home, do you still want me to proceed by having a lender call you or would you prefer to work with another agent?

February 14, 2023 | Buyer Script – Prequalifying © 2023 The Mike Ferry Organization. All Rights Reserved.

All About Real Estate Prospecting Scripts

Your Guide to Real Estate Prospecting Scripts

As a real estate agent, you’re going to have hundreds of interactions with clients and leads trying to sell them a home. During these conversations, you’ll hear their pain points, their goals, and more, allowing you to use this information to help them find the home of their dreams. However, finding new clients is often easier said than done. This is where real estate scripts come in.

Real estate prospecting scripts are a great way to boost your confidence, gain leads, and close deals. Whether you’re cold calling or working with a previous client , a real estate script can help you connect with a potential client and sell a home.

We’ve gathered examples of some of the best prospecting scripts for real estate agents , so you can be prepared for any situation you may find yourself in.

Want more real estate scripts? Download your FREE Agent Tools for listing scripts , open house scripts , and so much more!

What is a Real Estate Script?

A real estate prospecting script is a pre-planned set of dialogues used by professionals to engage potential clients. It includes key agent information, market trends, and prompts to gather prospect preferences. The goals of scripts in real estate are to establish rapport, gather information, and guide toward a successful transaction. Agents customize their real estate scripts for different situations while maintaining a consistent and professional approach to client acquisition.

Types of Real Estate Scripts:

• A real estate prospecting script to leverage your existing lead database is a strategic set of dialogues designed to initiate conversations with potential clients within your current contact list. It aims to engage leads, gather relevant information, and guide them towards successful real estate transactions, utilizing a pre-planned script tailored for effective communication and lead conversion.
• A real estate script for referrals is a set of predefined dialogues and prompts used by professionals to request and generate referrals from existing clients or contacts . 
• A For Sale By Owner (FSBO) script is a set of talking points used by agents when dealing with properties that are listed for sale by the owner. This real estate script is strategically crafted to engage with FSBO sellers, highlight the value of working with a real estate professional, and ultimately guide the owner toward considering agent representation.
• Door-knocking scripts aim to create a personal connection with potential clients and generate leads through face-to-face interactions. They often include key questions, responses to common objections, and a clear call-to-action to encourage further engagement or consideration to work with you.
• This script is crafted to facilitate virtual conversations, often through emails, messages, or social media , with the goal of turning potential leads into clients. This real estate script is adapted for the online environment to effectively communicate and convert leads in the digital space.
• These scripts are used when contacting property owners whose listings have expired without being sold. The script is strategically crafted to re-engage with these homeowners, highlight the agent’s services, and address potential reasons for the listing not being successful previously. 
• Open House Scripts aim to create a positive and informative experience for open house visitors, answer questions, and generate leads or interest in the property.
• The goal of a Buyer Script is to establish rapport, address questions or concerns, and ultimately assist the buyer in finding a suitable property. It may include questions about desired features, budget considerations, and the home-buying process, aiming to facilitate a successful and satisfying real estate transaction for the buyer.
• The goal of a Pre-Listing Appointment Script is used before your listing appointment to create a positive first impression, address any concerns, and set the stage for a successful collaboration between you and the property owner.

Prospecting Scripts for Leveraging the Database

As a realtor, one of the easiest ways to boost sales is by leveraging your existing lead database . 

Whether you maintain a Rolodex of client contacts or utilize CRM software for client management, having real estate prospecting scripts is crucial. Ensure you’re equipped with this script to effectively guide potential leads through the sales funnel, especially when seeking new customers within your database.

If you find yourself looking for new customers, leverage your database first and follow this real estate prospecting script:

• You: Hello, my name is (insert name), and I work for (insert company). I hope you are doing well. Do you have a quick minute to talk? 
• Client: Hi, yes, I’m free to talk.
• You: Great! I was wondering if you need help answering any real estate questions. Do you want to know the price of your home or anything about the current market conditions? 
• Client: Yes, I’d love to hear more!

Real Estate Scripts for Referrals

Another similar scenario where a script may come in handy is asking for referrals from existing clients . This real estate script for referrals goes as follows and can be used toward the end of a conversation:

• You: My business is based on referrals from clients like you. Before you go, do you know of anyone who’s looking to buy or sell a home now or in the future? 
• Client: Sorry, I don’t know of anyone at the moment.
• You: That’s okay. I appreciate your time and help, and if you know of anyone in the future, please don’t hesitate to reach out.

When reading through these prospecting scripts for real estate agents, it’s important to remember to use them loosely. You never know how a conversation will pan out, so adapt it as needed. 

For Sale by Owner and Cold Call Scripts

Mastering a fofor-sale-by-owner script might be one of the most challenging tasks on your plate, as most FSBO property owners are selling their homes by themselves for a reason. During the listing appointment, it’s important to build trust, which can be done by thanking them for inviting you over, requesting a tour of the home, and asking them qualifying questions, such as:

• “How long will you try to sell this home before you make the decision to list?”
• “My original intention was just to preview the home. However, after touring, I am 100% confident I can sell it. By taking all of the work off of your shoulders, would you consider listing your home with me this week?”

Another strategy to secure FSBO listings is to drive through your area, identify FSBOs, and make cold calls . Below is a real estate cold call script for FSBO listings:

• You: Hi, I’m (insert name) working for (insert company), I’m looking for the owner of the home for sale.
• Owner: Hello
• You: I noticed you listed your property with X bedrooms and X bathrooms. Are the rooms in good condition? How is the kitchen? Can you tell me more about the neighborhood?
• Owner: Provides answer
• You: Can you tell me why you’re selling?
• Owner: I’m relocating for a job
• You: Where are you moving to, and how did you decide on the area?
• Owner: I’m moving to (name of area) because it’s close to work and has great schools
• You: Great! Are you looking to sell to a friend, family member, or someone you know?
• Owner: No one in particular
• You: Great, what is your time frame and selling price? Also, what is your marketing strategy? If there was an advantage of using me to market your property, would you consider it?
• You: Awesome, let’s get together for 20 minutes to discuss ways to achieve your goals. I look forward to working with you.

Scripts for Door-Knocking

Door-knocking in real estate is another great strategy for finding leads and homeowners looking to sell. 

While door-knocking may seem intimidating at first, having a door-knocking script memorized can help you gain their confidence and work with you to sell their property. Follow this script when door-knocking:

• You: Hi, my name is (name) with (company), how are you today?
• Owner: I’m doing well, how are you?
• You: Great! I wanted to give you a quick update on the real estate market. Last month, we sold (X) homes, with (X) selling above the asking price. Were you aware of this?
• Owner: No, I wasn’t aware.
• You: Right now, we have more buyers than properties for sale. Are you interested in selling?

This is just one of the many real estate prospecting scripts you can use when door-knocking . Just make sure to modify it to your needs to appeal to your potential client.

Real Estate Agent Scripts for Online Lead Conversion

Another real estate script that will come in handy is one for online lead conversions. When it comes to online follow-ups, it’s important to remember that setting an appointment should always be your first goal. 

Below is a prospecting script for real estate agents who use online lead conversion:

• You: Hi (user’s name), my name is (name) with (company). After receiving your request for a deal on a property in the area, is that where you’re looking to buy in?
• User: Hello, thanks for reaching out. Yes, that’s the area I’m looking to buy in.
• You: Do you have a price range? 
• User: Around $400,000.
• You: Is your house on the market?
• User: Yes, it’s on the market.
• You: Do you not have an agent since you’re looking online?
• User: Correct, I’m not working with an agent at the moment.
• You: Would you be interested in working with a realtor?
• User: Yes, I’d be interested in discussing my options!
• You: Perfect! Let’s meet for 15-20 minutes, so I can show you what it takes to buy a home.

Expired Listing Prospecting Scripts

Expired real estate listings pose great opportunities for other agents to swoop in and help a homeowner sell their home. If you come across an expired listing, follow this real estate script:

• You: Hi, I’m looking for (name). This is (name) with (company). I noticed your home was no longer listed online. Is it on or off the market?
• Homeowner: Hello, yes, my home is no longer on the market.
• You: What reasons are you taking your home off the market? 
• Homeowner: I haven’t had any offers.
• You: Okay. If you did sell this home, where would you move?
• Homeowner: I would have moved to (location).
• You: When did you plan on selling and moving?
• Homeowner: In three months
• You: Why do you think your home didn’t sell?
• Homeowner: I don’t think we marketed very well.
• You: Knowing what you know now, what will you expect from your next agent?
• Homeowner: Someone who’s reliable, knowledgeable, and knows how to market properties.

With this script, you’ll be able to build a rapport with a homeowner who wasn’t able to sell their home, gaining their confidence and trust that you have what it takes to help them reach their goals.

Open House Scripts and Talking Points

Hosting open houses is an excellent way to meet people in the area in which you work, along with finding leads and more potential buyers for your client. Open houses also serve as a great way to network, allowing you to spread brand awareness and the services you offer to those who visit the open house.

When you host an open house and a potential buyer walks through your door, follow this real estate script below:

• You: Hi, I’m (name) working with (company name). How are you doing today?
• Potential buyer: Great! How are you?
• You: Fantastic! What is your name?
• Potential buyer: Provides name.
• You: (Potential buyer’s name), what brought you to my open house?
• Potential buyer: I saw a listing in the local newspaper
• You: Do you have a type of home you’re looking for?
• Potential buyer: A raised ranch with three bedrooms.
• You: Has anyone been helping you with your home search?
• Potential buyer: I’ve been looking by myself.
• You: What areas have you been looking at?
• Potential buyer: I’m interested in this neighborhood and surrounding neighborhoods.  
• You: Have you seen any homes that you’ve liked?
• Potential buyer: I liked a few raised ranches and a couple of colonials I toured.
• You: Wonderful! What held you back from making an offer?
• Potential buyer: I wasn’t sure if it was right for me.
• You: Do you have a price range?
• Potential buyer: $250,000
• You: Excellent! What’s your lender’s name and how much did they approve you for?

Through a conversation with a potential buyer at an open house, it’s important to understand their wants and needs. 

If they tour the home and decide it’s not right for them, make sure to let them know you have multiple other listings that might be a perfect match and that you’d be interested in showing them.

The Buyer Consultation

While real estate agents work with homeowners trying to sell their homes, they also spend much of their time working with buyers searching for a home. If you have a potential buyer, follow this real estate prospecting script and ask these important questions:

• What are some of the reasons for making the move? 
• What websites do you use to find property? How’s it going so far?
• Tell me more about what hasn’t worked for you throughout the home buying process?
• Have you seen anything you really like?
• What’s important to you about the location you live in?
• What are the five things you can’t live without?
• How soon would you like to be in the new home? 
• What price range are you looking in?
• Have you met with a lender? 
• Is there anyone else involved in the home buying process? 
• Do you have any questions for me?

Once you go through this buyer questionnaire, talk through the home buying process with the potential buyer. This includes information such as how to choose an agent, how to get approved by a lender, ways to negotiate , and so forth. 

After that, gain their trust by explaining what sets you apart from the rest, such as how you go above and beyond for your clients, and the tools and resources you have to help them find their dream home in their price range.

Pre-Listing Appointment Script

It’s also important to have a real estate prospecting script before a scheduled listing presentation where you receive the signed contract to sell someone’s home. 

Having a listing presentation script for this scenario can help ensure this step of the process goes smoothly. Here’s how it goes:

• You: Hi (name), it’s (your name) with (company). I’m calling to confirm our appointment for (day/time). Does that time still work for you?
• Homeowner: Hello! Yes, it does.
• You: Great! Let’s review a few things. You’re moving to (city) when you move, is that right?
• Homeowner: Correct.
• You: And you want to be there by (date), right?
• Homeowner: Yes . 
• You: Fantastic! Tell me again, what are your main reasons for selling this property? And what price do you want to sell your home for?
• Homeowner: I’m relocating for a job, and I want to sell my home for $350,000.
• You: How did you come up with that price?
• Homeowner: I looked at homes selling nearby.
• You: How much do you owe on the property?
• Homeowner: $50,000.
• You: Great. Are there any special features that you feel could impact the value?  
• Homeowner: Yes, I recently installed a new roof and driveway.
• You: Perfect, and is there anything that could negatively impact the property value?
• Homeowner: The windows will need to be replaced soon.
• You: This sounds great. I’ll be sending over my marketing proposal via email. Can you review it before I arrive?
• Homeowner: Yes, I can do that.
• You: I’m really excited about the opportunity to sell your home. I want to be 100% prepared before I come out, so I have some additional questions for you. Do you have a few minutes?
• Homeowner: Thank you, and yes, I have some time.
• You: Fantastic! Will all the decision makers be there when I arrive?
• Homeowner: Yes, they will.
• You: Do you have any questions for me before I arrive to prepare for our meeting?
• Homeowner: Not at the moment.
• You: Perfect. Will you be ready to list with me at the appointment? 
• You: (If homeowner says no) Tell me about that? (discover and resolve)
• You: (If homeowner says yes) Wonderful. Please have a copy of your key and your mortgage information handy for me.
• Homeowner: Will do.
• You: Great. I have everything I need to get started. Again, I’ll be sending over my marketing plan and more. Will you take a few moments and review it?
• Homeowner: Yes, I will.
• You: Wonderful. I look forward to seeing you (day/time). Have a great day.

Depending on how the conversation goes, you will be able to go over your marketing plan to explain to your client how you plan to sell their home. You can also go over a pricing presentation and other pertinent information the client might need to know.

In the dynamic world of real estate, where effective communication is paramount, having well-prepared real estate scripts ensures that agents can navigate conversations with confidence and professionalism. Want to take it further? Take a look at our free Agent Tools for all sorts of case studies, scripts, and proven tips to accelerate agent growth.

If you’re looking to take your real estate skills to the next level, then be sure to schedule a free coaching consultation today to see how we can help!

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The Best Listing Presentation Script About Price

Learn the best listing presentation script for real estate agents to use with home sellers to overcome objections about listing homes for sale at current market value.

Today we are talking about a listing presentation script that will help you overcome your sellers’ price objections. We have all worked with clients that feel their house is worth more than the price you suggest to list at. More than ever, our coaching clients here at ICC are coming to us asking how to deal with their clients that want to overprice their homes.

VIDEO: The Best Listing Presentation Script About Price

“Agents do nothing to sell houses.”

This is a controversial thing to say, but I’m going to say it. Real estate agents do nothing to sell houses. I get this question all the time from coaching clients. “What can I do to sell my client’s home?” Nothing . You can do nothing because agents do nothing to sell houses. All you really do as a real estate agent to sell houses is put the houses on the MLS.

Do you realize that 99% of home buyers use a real estate agent to buy a home? It’s been that way for about 25 years, according to the National Association of Realtors. The only reasons it’s not 100% is because of some builders and developers that sell directly to the consumer. FSBOs are too tiny of a fraction of a percent to even mention. So, if almost all home buyers use a Realtor, who are we really marketing these homes to? We are marketing to other Realtors! This is a revelation to many people reading this, I’m sure. You must convey this to your clients and develop a listing presentation script for this scenario. Explain the importance of marketing to Realtors.

If you are working overtime to see what you can do personally to sell a home, you are wasting your energy. There are many reasons to put out effort to market your listings, but they aren’t to sell the home. Benefits to marketing include getting more listings, attracting new buyer clients, growing your team, etc. Don’t get me wrong, you should put out a lot of effort to market your listings! Just don’t get it twisted — you aren’t marketing the home to help it sell faster.

Price & patience: your listing presentation script

“Why is my home not selling?” Our sellers come to us wondering why their friend’s house already sold and why they aren’t getting any offers on their home. This is why having a listing presentation script to practice can be helpful. It always boils down to two reasons: price and patience . Condition of the home is always cured by price. If it’s a luxury home, you may need patience, for example. But otherwise, most of the time, the reason a home isn’t selling is due to price.

If you cannot get your seller down to market price to get the listing sold, that’s not their fault, that’s your fault. You don’t have the tools in your toolkit to get them to understand and show them that they need to get past their denial to get what they want. Beyond your listing presentation script, which is very important, you will need tools to help you explain and demonstrate your reasoning.

Listing Inventory Calculator

This tool allows you to show your seller how many listings are on the market in each price range, how many have gone pending in the last month, and how long (on average) the listings are on the market before they sell. This is a powerful tool that will help you in your listing presentation script. When your client wants a higher price, you can show them how long they can possibly expect to wait to sell in that price range. Sometimes, seeing this can help motivate a seller to lower their price to market value.

In the video within this post, I show you how our ICC Listing Inventory Calculator works. It’s a great tool and easy to customize, and all of our coaching clients have access to it. You can make your own version easily, and below you will see an image of what it looks like.

Market updates for active listings

This is just as key as having a solid listing presentation script : you must send your active listings weekly market updates! You must keep your clients up to date on what’s going on in the market. It provides the added benefit of helping your conversation of “ price reduction” when the time comes and your client is wondering why they are getting no offers. In this price reduction conversation, you can use a listing inventory calculator, like the one above, to provide a visual explanation of why their home is not selling. It could be the price, or that you need more patience, depending on the situation.

The best listing presentation scripts about price are going to be conversations built around the current market data. You won’t win over your client with the best salesman pitch, or by somehow convincing them that they need more marketing. It isn’t the marketing. It isn’t the number of open houses. And, it isn’t anything you as the agent are doing or aren’t doing. Show your clients what they need to see: the data . Show them you did your homework and use the data to support your script.

Check out our latest posts:

• How to Coach Realtors – The 4 Key Principles
• How to Retain Real Estate Agents – The 3 Keys to Retention
• How to Coach Real Estate Agents – The 4-Step Process
• Real Estate Recruiting Coach – The RIGHT Way to Recruit!
• 2024 Real Estate Market Update For Q2

Top Realtor Time Management.

Realtor leadership training.

Brian Icenhower

Brian Icenhower is the CEO and Founder of Icenhower Coaching & Consulting (ICC), which provides customized coaching and training programs to many of the highest producing real estate agents, teams, and brokerage owners in North America. This progressive company also produces online courses, podcasts, training materials, white label training portals, speaking events, video modules, and real estate training books. ICC is one of the largest real estate coaching companies in the world with thousands of clients and a large team of the most accomplished coaches in the industry.

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Business AND Media for Agents of Change

The Key to Thriving in Real Estate

5 Scripts from #1 RE/MAX Agent Jordan Cohen for Your Next Listing Presentation

Posted by Sarah Lentz | Apr 29, 2024 | Agent Tactics

Did you miss it? Jordan Cohen —the number one RE/MAX agent worldwide for six years running—joined us on BAMfest for a fireside chat with Byron Lazine . 

As is our custom, we packed BAMfest with conversations and curated extras you’ll want to listen to again and again, notebook at the ready. 

In this particular conversation, Cohen dove into his listing presentation, sharing scripts and strategies behind his $300 million annual sales volume—with only two assistants. 

If you’ve been with us long enough, you know we can’t say enough good things about Cohen’s book , The Agent’s Edge . We even gave out more than 20 copies of the book during BAMfest. 

If you don’t have your own copy yet, and if you need that extra push to invest your coins in what could be your best real estate book purchase of the year—or decade—keep reading for some highlights from a conversation you’ll want to hear in its entirety . (Trust us, this is just a small sampling of all the wisdom Cohen dropped.)

Now, on to those scripts. 

#1—Script for talking about photography with sellers

During the conversation, Lazine brought up Cohen’s book, The Agent’s Edge , and spoke of how Cohen takes simple things that he does for his clients—like photography, print ads, and social media—and turns them into “wow” factors. 

As Cohen put it, “ You never know what’s that one thing that’s going to resonate with a seller or blow them away. ” 

Here’s how Cohen speaks to prospective sellers about listing photography:

“ Mr. Seller, let’s talk a little bit about photography. I’m going to shoot the home at dusk. I know most Realtors shoot it (during the) day, but I’m going to shoot it at dusk. We’re going to get photos before the sun goes down, as the sun’s going down, and then after the sun goes down. The reason for that, even the interior shots will look better, less glare coming in from the outside …’ 

“ Mr. Seller, let me explain something to you. I’m not going to sell your home based on photos. That’s not my goal. My goal is to create enough excitement to get a buyer interested and fired up to come see your home in person. So then I could do what you’re paying me to do, which is sell your home .

“ My goal with epic photography is to create enough excitement to have your home stand out from the rest. So I’m going to shoot your home at dusk…Then I’m personally going to curate the right shots. Certain photos work better vertically for social media. Certain photos work better horizontally for print and for the internet. So I’m going to create the very best ones, Mr. Seller. I’d rather have 20 photos than 70 photos. People get bored when they’re looking at photos. On any of my houses, you’re never going to see a toilet. You’re never going to see things like that or a crowded closet. Photography is critical… .’” 

Not only does he sound like he knows more than the average agent when it comes to photography, but he also makes the point that “most agents” do (essentially) the bare minimum when it comes to photographing their clients’ properties. 

He sets himself apart from most agents—which enhances his value. Clients who want the best possible outcome for their home sale are more likely to hear this pitch and think, “ Wow, he really knows his stuff. And he’s willing to do more than most agents out there to make sure I get the best price .” 

Cohen also knows the value of the work he does on behalf of his clients. So, he’s not afraid to ask for it. And he makes sure they know they’re getting the best value for their money when they work with him. 

#2—Script for summing up the listing presentation

When you really enjoy real estate, you get good at it. And the better you get at it, the more fired up you get at every opportunity to practice. 

With growing skill and confidence, you create more opportunities. But none of that matters if you go into your listing presentation with the wrong idea of who is working for (or with) whom. 

Cohen wraps up his listing presentations by telling prospects what to expect when he is working for them:

“Mr. Seller, understand one thing…I am the CEO of the business of selling your home. It is my business to sell your home. I’m the one that’s going to curate the photos. I’m the one that’s going to market it. I’m the one that’s going to show it. I’m the one that’s going to get buyers to become excited and other brokers to be excited. That is a business. I’m the CEO of that business. 

“But make no mistake, you are the chairman of the board. I work for you. I understand the dynamic. You’re still my boss . I’m looking forward to working for you with this transaction . Thanks again for the opportunity to work for you .”

In full agreement, Lazine added that this approach to the agent-client relationship works at every price point. 

Everybody wants to be a boss and call the shots, especially when it’s their dirt, their wood, their investment, they got the mortgage, they took the risk. You’re damn right we’re working for them, and more agents should be saying it. I’m glad you’re screaming it. You’re putting it into books….

#3—Script for closing

Read on for Cohen’s answer when Lazine asked him, “ What’s your best close? ” 

“ …My goal is to have you be as confident in me as I am in myself, that I am the best real estate agent for you . 

“ Mr. Seller, I gave you everything. I know none of the agents you’re going to talk to are going to market the same level as I do. Nobody else is going to do a full page in [this publication]. Nobody else is going to explain social media the way I have explained. Nobody else is going to [fill in the blank]. 

“I hope you’re as confident in me as I am in myself, that I’m the right agent .”  

And I usually mic drop it at that and shake my head yes. I know the answer’s going to be yes, because I do have that confidence.

#4—Script for when you’re new

Obviously, not all agents have the accolades Cohen can share at his listing presentations. So, how do you give yourself a competitive edge when you’re too new to have gained even local recognition for your skills as an agent?

When Cohen was new, he used to say the following:

“Mr. Seller, I’ve been doing this for a year, and let me tell you why that’s advantageous to you. I don’t have any old habits to break. I’m trained to sell real estate in today’s market. I’m trained with current trends, and current social media. I’m trained in today’s market, so I’m going to use today’s tactics that work to sell your home. I don’t have 25-year-old habits to break. I’m current, I’m now, I’m today. That’s why you want an agent like me.”

#5—Script for raising the price point of your listings

If you’re looking to raise the price point of the homes you’re selling, Cohen gets right to the foundation you need to have in place, plus the readiness to put in the work and hone your skills as a sales professional. 

So once you’re a good Realtor, you’re a good Realtor. Once you read my book and study it and you have a good listing presentation, you’re going to be great at selling real estate, whether it’s $300,000 homes or $3 million homes. You’ve got to have the guts to move, like I did, but none of that comes into play if you’re not really good at it. So having a great presentation, being a great Realtor, will give you the guts to move in. Then, when you move into a luxury market, you better up your marketing.

Here’s a script you can use when talking about that marketing:

“Mr. Seller, I’m not here to sell myself. You’re not going to see anything I mail out with a photo of me….It’s all about the house. I only get paid when I sell your house, not when I list it. I’m going to work 24-7 to sell your house. You’re not going to see a photo of me pretending to be on the phone or holding a dog. I try to represent your home in a professional way the way it’s going to do .”  

If you take nothing else from this conversation…

At the end of the day, if everybody does exactly what I do, and I know they don’t, it comes down to who you have the most confidence in. Who’s the best salesperson? Who’s the best salesperson to get that buyer to make the commitment to buy your house? That’s the difference. So again, I say it just like that. We’re salespeople. I’m not the CEO, I’m not the founder and chairman and CEO of Jordan Cohen Real Estate. I’m a sales guy. I’m a real estate guy. And that’s what you want. You want somebody to sell your property.

And if you want to know exactly what Cohen does that has made him the number one RE/MAX agent six years running, get yourself a copy of The Agent’s Edge and read it—at least once. 

For more scripts and to enjoy the whole conversation, check out the full BAMfest replay on BAMx. 

And if you’re not yet a member, sign up to join the best online platform for real estate agents. 

For industry news, edutainment, and humor, sign up for the best newsletter on the planet for real estate agents.

About The Author

Sarah Lentz

Sarah Lentz started writing for BAM in late May of 2022 and quickly realized she was exactly where she wanted to be (and still is). Before BAM, she worked as a freelance writer. She lives in Minnesota with her four kids and, in her free time, is writing her next book.

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Home & House Stagers in Elektrostal'

Location (1).

• Use My Current Location

Popular Locations

• Albuquerque
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• Elektrostal', Moscow Oblast, Russia

Professional Category (1)

• Accessory Dwelling Units (ADU)

Featured Reviews for Home & House Stagers in Elektrostal'

• Reach out to the pro(s) you want, then share your vision to get the ball rolling.
• Request and compare quotes, then hire the Home Stager that perfectly fits your project and budget limits.

A home stager is a professional who prepares a house for sale, aiming to attract more buyers and potentially secure a higher selling price. They achieve this through the following techniques:

• Rearranging furniture to optimize space and functionality.
• Decluttering to create a clean and spacious look.
• Making repairs to address visible issues.
• Enhancing aesthetics with artwork, accessories, and lighting.
• Introducing new furnishings to update the style.

Their goal is to present the house in the best light. Home stagers in Elektrostal' help buyers envision themselves living there, increasing the chances of a successful sale.

• Decluttering
• Furniture Selection
• Space Planning
• Art Selection
• Accessory Selection

Benefits of the home staging in Elektrostal':

• Attractive and inviting: Staging creates a welcoming atmosphere for potential buyers.
• Faster sale: Homes sell more quickly, reducing time on the market.
• Higher sale price: Staging can lead to higher offers and appeal to a wider range of buyers.
• Showcasing best features: Strategic arrangement highlights positives and minimizes flaws.
• Stand out online: Staged homes capture attention in online listings.
• Emotional connection: Staging creates a positive impression that resonates with buyers.
• Easy visualization: Buyers can easily picture themselves living in a staged home.
• Competitive advantage: Staging sets your home apart from others on the market.
• Affordable investment: Cost-effective way to maximize selling potential and ROI.
• Professional expertise: Experienced stagers ensure optimal presentation for attracting buyers.

What does an Elektrostal' home stager do?

What should i consider before hiring an interior staging company, questions to ask potential real estate staging companies in elektrostal', moscow oblast, russia:, business services, connect with us.