How to persuade like a top producer.

By Bernice L. Ross December 01, 2021

One thing virtually all top producers have in common is mastery of their scripts and dialogues. In the hands of a top producer, a great script sounds completely natural, easily overcomes client objections, and moves the client forward to closing. If you’re ready to convert more leads into appointments and closed transactions, mastering the right scripts is the place to begin.

Did you know that most successful cold callers have their scripts in front of them even if they have been making cold calls for years?

While there are hundreds of real estate scripts to choose from, the real issue is identifying which scripts will work best for you and your business. The best scripts are short, ask a question, are easy to remember, and strengthen the connection between you and the client. They must also sound unscripted.

Why so few agents use scripts effectively

Agents struggle with scripts for a wide variety of reasons. Here are some of the most common ones:

1. They don’t listen When agents first start using a script, they’re so focused on what to say that they often fail to hear what the client actually says. Here’s one of my favorite examples from the Mike Ferry Organization. Agent: When do you plan on moving? Prospect: When I die. Agent: And when will that be? Although this script meets two important criteria of a successful script (i.e., it’s short and it asks a question), the challenge in this case is that the agent failed to hear what the client is saying.
2. The script is too long The longer a script is, the more difficult it will be to remember. Shorter is better.
3. The script is focused on telling rather than questioning The person asking the questions controls the conversation. Rather than focusing on why the prospect should hire the agent, the most effective scripts ask a series of questions instead.
4. It sounds like they’re using a script!

Always remember, your primary goal when you use a script is to set a face-to-face appointment where you can get a contract signed!

Bernice L. Ross , the CEO and president of BrokerageUP!, Inc. and realestatecoach.com, is an international author, speaker, and trainer with over 35 years of real estate sales and leadership experience. Based upon over 1,400 published articles, four best-selling real estate books, plus authoring the CAR WomanUP! white papers, Inman News called Bernice “America’s Top Real Estate Coach.”