Top 10 Real Estate Cold Calling Scripts
Kaylee specializes in real estate, B2B, and SaaS companies. You can find her expertise in sales and real estate content on Fit Small Business.
This article is part of a larger series on Real Estate Lead Generation and Marketing.
Real estate cold calling scripts are preplanned phone conversations that help you communicate clearly with potential buyer and seller leads. These scripts are intended to help you make a connection. However, to be effective, you’ll always want to make them personal and modify language to address the needs of the individual potential client.
While the real estate scripts we feature in this article can help you establish an effective method of talking to new potential leads, you can also use real estate software that connects you with homeowner data, like REDX. This service is worth mentioning because it provides free script practice in addition to lists of vetted leads for expired listings, FSBOs, and preforeclosures. Start today and waive the $149 setup fee.
Responding to an Online Form Script
Hi, I’m (name) with (real estate company).
I received your information from the form you filled out online requesting a (marketing report/property information). Do you remember filling out this form? Is now a good time to talk? (wait and listen)
The reason for my call is that I wanted to confirm that you received the information I sent you, introduce myself, and answer any questions you might have. I have been an agent in (area) for (X) years. Last year was a record for me, actually — I sold (X) homes and helped (X) people find new homes, many in the area you’re interested in. That community is truly unique; it offers (list features of the neighborhood/community).
I know for a fact that some new homes are coming on the market soon in (community of interest to the lead). Would you be interested in seeing some of them, or perhaps meeting to discuss your home buying needs? (wait and listen)
Download this script in Google Docs
Why this script works: The goal of this script is to move an online lead into a face-to-face meeting. Since the lead already reached out, briefly remind them that you are following up on their inquiry for information or details about a listing. This gives you a connection point and relieves the tension of a cold call.
Keep in mind that buyers often submit several requests while browsing, so they might not remember the information they asked for immediately. Be upfront about who you are and where you got their contact information. If they have not yet reviewed that information, offer to call back at a set time or schedule an appointment in the future to discuss the information you shared.
Mutual Interest Cold Calling Script
Hi (contact name), this is (name).
We know each other from (child’s party, neighborhood events, religious organizations, and so on). How have you been? (Engage with questions and information about what you’ve been doing.)
I was calling because, as you might know, I’m a real estate agent for (brokerage), and I’m just touching base with friends and family to see if they’ve thought about upgrading, downsizing, or selling their home. Have you considered it, given the market right now? Buyers are really hungry for places like yours! (wait and listen)
Download this script in Google Docs
Why this script works: This script gives you a way of connecting with someone you know through association and offering them a service. Statistics show that if an individual is going to sell their home, they are more likely to list it with an agent they know personally or are referred to by friends or family. By calling this contact, you are ensuring you are top-of-mind if they need a trusted agent to handle the sale of their home.
The mutual interest script provides a great opportunity to keep the mood casual but still remain productive. Also, connecting with this contact, even if they are just on the periphery of your network, gives you access to their network as well.
Recent Nearby Sale Cold Calling Script
Hi, I’m (name) with (real estate company). Is this the homeowner?
I recently sold a property down the street from you (details about the sales price) at (address). That’s (dollar amount) more than the average sales price in your area, which means buyers are really wanting to buy in (contact’s development/community).
I was wondering: Have thought about selling your home and if you knew you could get a fantastic price for it? (wait and listen)
Download this script in Google Docs
Why this script works: When you sell a home for a great price, you can call other homeowners in the neighborhood with this script to potentially get a slew of new leads. This works as a prospecting tip because sometimes people don’t sell their homes because they don’t know how much they could sell it for. By leveraging a recent sale, you show homeowners two things: the potential of listing their home, and your ability to put money in their pocket.
You can expect a response to this script to be muted. Most homeowners will likely not have considered selling. Still, make sure you talk about the sale you just completed — how quickly it was done, how high the price was, and how many offers the homeowner was able to review before agreeing to a final sale. Close the call with an offer to do a complete home valuation free of charge, no strings attached.
Home Valuation Cold Calling Script
Hi, I’m (name) with (real estate company). Is this the homeowner?
As you know, our neighborhood market has gotten really hot. For example, one house sold for (insert details). The house at (property address) sold for (insert details).
I was wondering if you have considered listing your home now that the values are higher than they’ve ever been. There is a lot of demand for homes like yours and there aren’t many for sale right now. (wait and listen)
Download this script in Google Docs
Why this script works: People live busy lives and often don’t stop to consider when their home could sell for significantly more than its value. This real estate cold calling script is a prompt for them to consider selling their home to take advantage of the market in their area, and show them what that could mean for them in real dollar amounts.
Potential responses to this script will vary. Some will be aware of how “crazy” their neighborhood prices have gotten and others will not realize the value of their own home. Your goal is to emphasize that the current conditions don’t last forever and to schedule an appointment to give them a quick pricing assessment.
Ready Buyer Cold Calling Script
Hi, I’m (name) with (real estate company). Is this the homeowner?
The reason for my call is that we have buyers currently looking for homes in your neighborhood. In fact, some have indicated they would gladly pay as much as 20% above asking prices so they could move in quickly. Would you consider selling your home if you had someone lined up to buy it? (wait and listen)
I know choosing to sell your home is a big decision, so I understand if you need to take some time to think about it. At the very least, can we schedule a meeting to talk about your thoughts and concerns? When would be good for you? (wait and listen)
Download this script in Google Docs
Why this script works: In this script, you are suggesting a sales opportunity to a homeowner who hasn’t considered it yet. The demand for properties in their neighborhood — and, therefore, the high sales price — will spark interest. If they do show interest, offer to do a quick pricing assessment and book an appointment.
These homeowners will likely say they are not interested on the call, because the idea seems like a shock. Be understanding, but leave them with a stat about their neighborhood prices and make it easy to contact you. They may reach out to you after considering this new idea. Either way, be sure to follow up in 30 days to gauge interest.
Neighborhood Expert Cold Calling Script
Hi, I’m (name) with (real estate company). Is this the homeowner?
I know it might be odd getting a call out of the blue, but I’ve been selling a lot of properties in the neighborhood and was wondering if you knew when you might be putting your home on the market. (wait and listen)
What would you be looking for when you hire your next agent? (Listen, and start a conversation about buyers you have, how many listings you’ve sold in the area quickly, and what makes you different.)
Download this script in Google Docs
Why this script works: The goal of this script is to connect with the homeowner and offer your service as their agent in the future. Most homeowners will, at some point, be interested in selling their home, so take advantage of this eventuality in advance. Listen to their responses and showcase your skills.
Treat your phone conversation as you would a job interview. You need to be able to quickly and succinctly explain why the prospect should trust you to be their agent. The ultimate goal is to schedule a meeting so you can assess the value of their home or discuss a strategy for selling it. Show off your expertise and how you will put it to work for them before you get the listing.
For Sale by Owner (FSBO) Cold Calling Script
Hi, I am calling about your home. Are you the primary homeowner?
I’m (name) with (real estate company). I see that your house is for sale, and I’m wondering if your asking price matches my research about the possible sale price of your house. How much are you asking? (wait and listen)
Ah, I think you can actually get more for your home. I’ve compiled marketing data that shows houses in your area with the same features are selling at (insert price) and take an average of (insert days) to sell. A good real estate marketing plan can increase the possibility of sale and decrease the number of days on the market — both while ensuring a higher sales price.
Would you be interested in discussing how I can help you make this happen? (wait and listen)
Download this script in Google Docs
Why this script works: This script shows homeowners your unique value and offers them a solution to their problem — selling their home without wasting time or leaving money on the table.
Most FSBO homeowners don’t use a real estate agent because they don’t believe it will save them time, effort, and/or money. You can address this early in the conversation with some research about their property. Keep in mind that the ultimate goal of this call is to get an initial appointment to build on your connection and close the sale.
Expired Listing Cold Calling Script
Hi, I’m (name) with (real estate company). Is this the homeowner?
The reason for my call is that I noticed that your home listing expired on (insert date). Have you decided to relist your property with the same agent? (wait and listen)
(If no or undecided) When I reviewed your property listing, I noticed one thing that we can do to improve your sales approach. Would you be interested in finding out how we can correct that one thing? I’d love to discuss the possibility of listing your property with me and how I can help attract more interested buyers. (wait and listen)
(if yes) Well, I’m glad you’ve decided to relist. If you find that your agent isn’t getting you the offers you want or need, I’d be happy to step in and offer a different approach. Feel free to call me anytime to discuss a different marketing strategy that can help increase buyer offers.
Download this script in Google Docs
Why this script works: The ultimate goal of this script is to become the homeowner’s new agent and relist the property. You can use this expired listing script to show the seller the solution you have for their expired home and how you’d approach the sale of their home differently and successfully.
The seller might be distrustful of agents, as their previous agent failed to sell their property. Focusing on just one improvement you can make can help the homeowner feel encouraged and hopeful. Then you can suggest having a meeting to review the efforts of the last agent and highlight how you would promote their listing.
Probate Lead Cold Calling Script
Hi, I’m (name) with (real estate company). Is this the homeowner?
I understand from (name) at (company) that you have experienced a loss in your family. I am sorry for your loss. I know the last thing you need to deal with right now are the logistics of managing that family member’s home. I am contacting you to see if you have considered selling the property and if there is anything I can do to help.
I understand this might not be a good time to talk, but could we set up a time to discuss your needs and how I can help you? (wait and listen)
Why this script works: Probate leads are in the middle of emotional, legal, and logistical difficulties, so keep that in the front of your mind when you call. It will be easier if you are able to use a connection they already know — such as a lawyer or a friend — as a reference to build trust.
Be gentle in your approach and understanding of their grief. If the seller sounds upset or disconnected, then call back another time. You can gently offer yourself as a resource without trying to push a sale.
Download this script in Google Docs
Reconnection Script
Hi, (insert buyer name). It’s (name) from (real estate company). I helped you buy your home in (neighborhood/community) in (date/season). I recently sold a home in your area and thought about you. How are things going? (wait and listen) (After chatting for a few minutes) It is so good to hear that you are happy with your home purchase. I thoroughly enjoyed working with you, and would love to help you if you need any real estate guidance in the future.
Also, would you mind if I send you a review link so you can share your experience? I know other homebuyers want to know how I work as an agent and prefer to hear from clients. (wait and listen)
Download this script in Google Docs
Why this script works: This script is used to ask your previous buyers or sellers for a review or referrals. Since these leads already know your work, it will probably be easier to communicate with them, however, they may not have thought of you in a while. However, this unsolicited call can be a perfect opportunity to build on your relationship and remind them of your expertise.
Calling your past customers every six months or checking in regularly via email maintains a mutually beneficial relationship; they share leads with you and you offer ongoing real estate advice and guidance. If asking for a review, be sure you follow up after the review is completed to thank them.
Tips for Using Real Estate Scripts for Cold Calling
Cold calling can be one of the hardest real estate lead generation strategies for agents to execute successfully. Even with a good real estate script, it’s a challenge to learn how to personalize the message, communicate effectively, and move the sellers toward a decision. With this in mind, here are nine pieces of advice from real estate experts on cold calling.
- Practice your script: It’s impossible to sound natural or make a genuine connection if you are reading words off of a page for the first time. Spend 30 minutes each day practicing your script or role playing, and your confidence will drastically increase.
- Personalize the script: Even the best script will fall flat if the delivery is not personalized, believable, and engaging. Keep the tried-and-true bones of the script, but make sure the wording and feel are true to you.
- Make adjustments in the conversation: You can’t predict how each homeowner will respond to your call. Be willing to go off-script and make adjustments in the conversion when necessary.
- Believe what you are saying: If you aren’t genuinely wanting to help the homeowner, it will be extremely obvious during a cold call. View cold calling as making a new friend and offering a service they truly need.
- Define the outcome you want: Having a goal makes your calls more productive. Set a simple goal like setting up a virtual meeting or getting the name of a neighborhood lead.
- Stay consistent: By consistently making cold calls, you’ll gain more confidence and be more comfortable on calls.
- Use your sphere of influence: It’s much easier to make a cold call feel natural when you have a mutual connection with your lead. Check in with your friends, family, and previous leads to drive your future pipeline.
- Call during slow real estate seasons: Continue making cold calls during traditionally slow real estate months so you can have a constant flow of leads in your funnel.
- Find a point of connection: Find a way for your script to open the door to finding a commonality with the lead. People will be uncomfortable until there is a point of contact or familiarity.
Frequently Asked Questions (FAQs)
Where do I get leads for real estate cold calling?
You can get cold calling contact information for FSBO and expired leads through a service like REDX for $39.99 to $59.99 per month. You can also get leads for cold calling through lead generation tools like BoldLeads.
What is the best time & day to make cold calls?
According to recent statistics, 10 to 11 a.m. is the best window of time to cold call a prospect, and Wednesday is the best day of the week to do so. While most people give up after calling a prospect only twice, research also shows that it takes the average person almost eight attempts to reach someone by phone.
Is cold calling the only way to connect to new leads?
No. If you are not interested in cold calling, then you might want to test prospecting letters to see if you get better results. While you do have to print and mail these real estate prospecting letters, they stand out from more commonplace calls and email, increasing the likelihood of a response. Check out some of our great free real estate prospecting letter templates.
Bottom Line
Many real estate agents spend hours trying to create the ideal cold calling script to reach out to leads. Even then, even the most experienced agents can still stubble over their words, or sound robotic when using them to reach out to an unknown contact for the first time. This is why you should practice reading from your script several times before picking up the phone.
It is best to practice in front of colleagues or friends. However, if nothing else, practice in front of a mirror, or take advantage of a service like REDX, which can help you with role playing until your message sounds natural and genuine. To learn more about this service, and how they can help you overcome the challenges of cold calling, visit their website.
