Real Estate Cold Calling Scripts for Capturing Leads

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Real Estate : 10 min read

Real Estate Cold Calling Scripts for Capturing Leads

How does the idea of real estate cold calling make you feel?

If you’re new to it, anxiety may be your gut response. If you’re a more seasoned veteran, you might feel ambivalent—or maybe even energized—at the thought of getting on the phone to sell.

No matter what your feelings are, do you ever wish you had a more effective way of handling those calls?

The first thing to do is build a solid prospecting list. This means researching and pre-qualifying your real estate leads to decrease the chances you’ll contact someone who’s a bad fit. This saves you time and lets you focus on the people who are actually ready to buy (or sell). Check out this article to make sure you’re getting the right leads.

You should also have cold calling scripts to help you nail that first impression and get more prospects into your sales pipeline.

But why are scripts even needed? Can’t you just say the same thing every time?

“Hi, my name is so-and-so. I’d like to help you buy/sell property.”

Well... not exactly. If you’ve spent time building a list of prospects, don’t just throw it all away with an empty introduction during the cold call. By using the following list of real estate cold calling scripts, you’ll:

  • Reduce your stress over picking up the phone.
  • Capture more leads.
  • Make the whole process smoother (and more repeatable), which lightens the mental load of cold calling.

Real estate cold calling scripts that’ll hook your prospects

It’s tough out there. People are short on time, short on patience, and short on manners.

That’s why the way you approach real estate cold calling has to be done with confidence. And you have to be willing to walk away from a negative response without taking it personally.

Cold calling scripts aren’t just good for convincing prospects to give you the time of day either. They also help you remember to touch on all the key points needed to sell your pitch.

Here are some scripts you can add to your real estate CRM to amplify your cold calling strategy:

Pro-tip: If you don't have one yet, here's what real estate agents tend to look for in a CRM.

Script #1: "Welcome to the neighborhood!"

Use this when someone is new in town and recently moved into a rental.

“Hi there, my name is [Name] and I’m a real estate agent with [Company]. Am I speaking to [Prospect’s Name]?”

Assuming they say “yes”:

“Great! And what brought you to [city/town]?”

Their response will dictate how you move forward, but it should go something like this:

“[City/town] is a great place to live! I’ve been here [with my family/for my job/for another reason] for [number of years] and can’t imagine settling down anywhere else.”

Hopefully, they agree.

“I saw that you recently moved into [apartment complex name]. I’m assuming that’s a temporary situation while you get settled in?”

Wait for an answer.

“If you [and your family] are interested, I’d be happy to schedule some time to take a look at properties around here. [List some stats about the cost of homes and monthly mortgages and how it’s more affordable over time than renting.]”

If they go for it, schedule the call. If not, ask if you can put them on your email list. Then, follow up in six months and see if they’re feeling more settled and still happy with their temporary residence.

Script #2: "I’m new to the area."

Use this when you’re new to an area and trying to make a name for yourself in real estate. You can use a public records database to locate long-time homeowners in popular or up-and-coming neighborhoods.

“Hi there, my name is [Name] and I’m a real estate agent with [Company]. Am I speaking to [Prospect’s Name]?”

Assuming they say “yes”:

“I just moved to the area [for work/my partner/to try somewhere new] and am amazed at all of the beautiful homes here! It looks as though you’ve lived in your home for [number of years]. What are your thoughts on [neighborhood]?”

If they’ve lived there for decades without trying to sell, it should be resoundingly positive.

“According to my research on the area, homes are in high demand, so that’s not surprising at all. I’m really hoping I can help [families/young couples/retirees] find their forever home there just as you have."

“Let me ask: do you happen to know of anyone in the neighborhood that’s talking about moving?”

If they’re long-time residents, they probably won’t volunteer their own name, but they may know of others in that position.

“That’s fantastic news! Let me give you my contact information. I’d really appreciate it if you’d let them know that I’m a new real estate agent in town, but that I’ve been doing this for [number of years] and would be very interested in helping them sell their property. [Provide your details.]”

Even if they don’t pass along that information, you still have the other prospect’s name and address to work with. Hold onto it if you don’t hear anything in the next week or two.

Pro-tip

Sell more 🏘️

Learn more about how the best brokerages and real estate agents use CRM to communicate better with clients.

Script #3: "Do you have FOMO?"

Use this when you want to capitalize on FOMO (Fear of missing out). In other words, you’re seeing (or, better yet, handling) a lot of departures from an area and want to talk to other residents about making the leap.

“Hi there, my name is [Name] and I’m a real estate agent with [Company]. Am I speaking to [Prospect’s Name]?”

Assuming they say “yes”:

“I don’t know if you’ve noticed this, but [quantity] of your neighbors have put their homes up for sale.”

Pause and then tell them about someone who recently sold (hopefully, with your help) their home for more than the asking price.

“Just last month, I helped [name of neighbor] sell their property at [address] for $[price]. As you probably know, that’s way above the asking price in this part of town.”

If they respond with excitement or interest, move in with:

“What are your plans for your home? Are you a lifer or are you thinking of selling in the near future?”

Wait for their response. If they say they’re a lifer, revert to the latter half of Script #2. If they’re planning to sell, continue on.

“I’d love to help you sell your home when the time comes. My number is: [phone number of email]. Call me next week and we’ll review your options and go over a price evaluation for your property.”

If you don’t hear from them by the end of the following week, follow up by email to gauge their level of interest and help them with next steps.

Script #4: "It’s a tough market, but not impossible to crack."

Use this one when your prospect has had a “For Sale” sign up for too long or their listing expired.

“Hi there, my name is [Name] and I’m a real estate agent with [Company]. Am I speaking to [Prospect’s Name]?”

Assuming they say “yes”...

“I’m glad we were able to connect today. I was [driving through your neighborhood/reviewing local listings] and noticed that [your “For Sale” sign’s been up for x length of time / your listing just expired]. Can I ask what’s going on?”

Whether their current agent isn’t being much help, their efforts to sell on their own are failing, or the listing just isn’t getting traction, respond with:

“I’m really sorry to hear that. I know it can be a tough market to crack, but I’ve been able to help a number of clients in your area sell their homes at or above their asking prices.”

If they say something like “I don’t need help,” ask how long they can afford to keep their property on the market? Then, provide stats on what that does to depreciate the value of the sale.

If they show interest, provide details on which homes you sold and for what prices.

“It only took [time length] to get [neighbor’s name or address] off the market. Why don’t we set up a time this week to review your listing and formulate a plan for getting your property sold?”

Book the appointment if they’re ready. If not, follow up by email in a month — just long enough for them to think about what you said and realize they do need your help.

Script #5: We’ll get through this together.

Use this script for anyone going through a big life change (e.g. foreclosure, death in the family, divorce).

Sidenote: this can be a risky one as it’s a delicate time in someone’s life and you don’t want to be insensitive or predatory. Make sure they’ve signaled some interest in selling their home before approaching this type of prospect (e.g. there’s a For Sale sign, they’ve listed it online, or they’ve submitted an inquiry on the site).

“Hi there, my name is [Name] and I’m a real estate agent with [Company]. Am I speaking to [Prospect’s Name]?”

Assuming they say “yes”...

“I’m very sorry to hear about [your father’s passing/foreclosure/divorce/job loss/etc.] I don’t want to take up much of your time as I know you have a lot to attend to now, but I just wanted to introduce myself and let you know that I’m here if you need help."

“There are a lot of decisions you have to make right now and I’d like to take some of that off of your plate by helping to manage the sale of your home.”

If they say “now is not a good time,” give them your number or email and ask that they call if anything changes.

If they say “that would be great,” proceed with:

“I’d like to relieve you of this burden as soon as possible, so why don’t we schedule a time to meet that’s most convenient for you? It won’t take more than [time length]. I just need to go over some details and provide you with a few options so we can move forward.”

Make the appointment now if they’re ready to do so. If not, give them your number and ask them to call.

Script #6: "Congrats on getting hitched / expanding your family!"

Use this script for newly married couples currently renting or for expanding families that own a home that’s too small for them.

“Hi there, my name is [Name] and I’m a real estate agent with [Company]. Am I speaking to [Prospect’s Name]?”

Assuming they say “yes”...

“First of all, I just wanted to say congratulations! [Getting married/expanding your family] is always an exciting time!”

Wait for them to respond (probably with either pure elation or a mix of excitement/exhaustion.)

“I don’t want to take up too much of your time since I’m sure you’re busy adjusting to this big change. But that’s why I wanted to speak to you.”

Pause.

“After you [get married/have kids], the question of space — if what you have right now is enough — may come up. In fact, it’s a common reason many [newlyweds/new parents] give me as we begin looking for their new home."

“If you’re thinking about buying a home this year, I’d love to be the one to help you do it. I’ve helped other [couples/families] find their dream homes, and now would be the perfect time to find yours as the market is ripe.”

If they say “now is not a good time,” give them your number or email and ask that they call if anything changes.

If they say “that would be great,” proceed with:

“Great! Let’s schedule a time to meet and we can go over your requirements, budget, and explore some options. When would you like to get this started?”

Let them pick a date and time to chat, and pencil it into your calendar.

One final note on real estate cold calling

Since you’ve done the work to predict how the discussion will go by writing and memorizing these cold calling scripts, you should find it easier to drive the conversation and affect the outcomes of your calls.

One thing to keep in mind, though, is this:

If you rely only on a cold call, you’ll probably find it’s not enough to get the right person on the phone or to have a productive conversation with them. That’s why you should use the cold call to make a good first impression—and then use a killer prospecting letter or email strategy to really wow them.