Agent Scripting Playbook

Speak Smoothly, Skip the Cheese.

THE SCRIPTING PLAYBOOK For professional use only.

The Art of Asking (Better questions, that is.)

Zoom In on Your Tribe

And know the answers to these questions: 1. Who do you want to assist?

Nail it down—first-time homeowners, families navigating splits, or someone eyeing a second property? Be precise!

2. What challenges are they facing or what problems can you solve for them?

Pinpoint their hurdles.

Your answers unveil a treasure trove of taglines and value propositions. Dive deep, make it about them, and let the emotions flow because let’s face it: feelings drive actions!

IT’S ALL ABOUT THE GET, NOT THE GIVE. 1. Shift the focus from our offerings to what your customer is to gain.

2. Scrap the “Join our brilliant team” talk.

3. Make it all about ‘YOU’ because ‘I’ is the least persuasive word out there.

Conversation Starter

Scripts are your secret weapon.

Sounding confident, guiding conversations, and building trusted relationships.

Tailor them, and you can talk the talk in any setting.

Know Your Audience Clients. Leads. Past Owners.

Scan through your contact list and pick the perfect channel.

1. TEXT Quick, with a touch of video!

2. EMAIL Craft that Subject Line with care!

3. CALL Dive into our “Sorry” and “Gratitude” scripts for a genuine touch.

4. VIDEO/SOCIAL MEDIA Birthday wishes or just a friendly wave work wonders!

Customize Your Charm For Potential Clients Keep the conversation breezy and engaging.

“Hey [name], got any favorite eateries around your block?

Got a client who just settled nearby, and I’d love to send them a thank-you treat on your recommendation!”

For Listings Guide them through an Equity Transition Plan.

“Hi [prospect’s name], I’m [Your Name] from [Real Estate Company], a local area buff for over 20 years. Wondering if I could match your property with a perfect buyer in the next 30 days? Up for a chat?”

Celebrate Teamwork “Have you considered working with [name/company]? They’re all about protecting your values and making things smooth for you. Fancy a chat with [name] to see if it clicks?”

For Lenders Present options, root for your preferred lender with confidence.

“Thinking of getting a loan? You could ask your bank, surf online, or meet my trusted local lender who’s got the know-how and the commitment to guide you every step of the way. What sounds good to you?”

Mid-Transaction Referrals?

In the middle of a deal?

That’s a golden moment to ask for referrals!

“Enjoying your new place?

Know anyone else looking to buy? How awesome would it be to have them as your neighbor? Let’s make it happen! And hey, I’ve got a QR code ready to share my contact info, easy-peasy!”

Navigate Rates & Home Prices Help them visualize home ownership and make smart choices given market conditions.

“How many years do you see yourself living in this home?”

This question helps your customer to envision themselves in the home.

Birthdays, milestones, holiday dinners, cookouts – the things that are important to them that are made more special because they’re happening in their home.

Then ask, “On a scale of 1 to 10, with 1 being This is just a fleeting idea… and 10 being This needs to happen, like yesterday: how important is it for you to become a homeowner?”

If your customer tips the scale towards 10, you’ll want to follow with a conversation about the current market conditions.

Do your homework first so you can have figures to share (i.e. rent vs. buy numbers, average median sales price increases in your market since 2020, etc.)

That could sound like: “Year over year, home prices have increased X%. If this trend continues, this house could cost $X a year from now. If rates were to decrease, this would put more buyers in the market – meaning more competition and fewer seller concessions. You may save money if you decide to proceed with this purchase now, rather than wait and risk fighting for the same home that’s significantly more expensive a year from now. My friend at [Lender Company Name] has worked with a lot of my clients to help them make homebuying fit their budget. Let’s set up a call.”

Gratitude Calls “Hi [name]! Just a quick call to say thanks.

Working with you back in 20XX was fantastic, and I’m incredibly grateful.

Hope you’re still loving the home!”

THE ‘I’VE BEEN MIA’ APOLOGY “Hey [name], it’s been way too long, and I’m sorry for that.

You’ve been on my mind, and I just wanted to catch up.

How have you been?”

Stay Connected

Keep your branded mobile app within reach for clients to download.

Need More Inspiration?

Check out these sites for scripting and cold calling ideas:

www.pipedrive.com/en/blog/real-estate-cold-calling theclose.com exactlywhattosay.com

THE SCRIPTING PLAYBOOK For professional use only.