11 Scripts for Real Estate Internet Leads
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.
Scripts for real estate internet leads are prewritten phone conversations designed to collect information from online leads and build connections. Effective real estate scripts establish rapport and stay customer-focused, showing the lead that you are the answer to their problem. We’ve created a number of scripts for new and experienced real estate agents that can be used to prevent miscommunication and help you stay focused during phone conversations.
1. Buyer Advertising Lead Script
Hi [buyer’s name]! This is [your name] from [your real estate agency name]. How are you doing today?
I see that you’re interested in seeing [address of property]! It’s a great property. I have just a few questions for you to make sure I can help you, then we can go check out the house! Do you have about five minutes available right now?
- How long have you been looking to buy a house?
- What made you click on the [Facebook/Google] ad for more information?
- What is your time frame to buy a home?
- What is the description of your ideal property? Bedrooms, baths, ranch/split level/condo?
- What is your budget?
- Do you already have an agent?
- Do you have a lender lined up?
- Is [insert email] still a good way to reach you?
- Can I email you some additional properties that match your criteria?
Great, those are all the questions I have! I’m going to make an appointment for the first property right now, and I’ll send over some other properties by [date or time]. Do you have any questions or thoughts for me?
You can reach me with questions at this number any time, and I’ll [text/email/call] you in just a little bit with details about your house showing. I’m excited to see what we find for you!
Takeaway: This script is speaking directly to homebuyers who already took action online to contact you, so they will be more likely to respond positively to your call. Show them that you actually care about helping them by asking specific questions and listening to their needs. At the end, give them a clear next step to continue working with you and make yourself accessible.
See an example of real estate agents practicing a similar script:
2. Landing Page Lead Script
Hi [lead’s name]! I’m [insert your name] from [real estate agency name]. How are you doing today?
I see that you’re looking to buy a home soon! I’d love to hear a little more about your needs. Do you have a few minutes right now?
- Have you had an opportunity to read [insert property report name]?
- Are you seeking a property to buy in the next six months?
- Where are you moving from?
- Is this home for you and your family?
- How many people are in your family?
- What is the description of your ideal property? Bedrooms, baths, ranch/split level/condo?
- What is your budget?
- Do you already have an agent?
- Do you have a lender ready?
- Can I email you some additional properties that match your criteria?
- Is [insert email] still a good way to reach you?
Thank you so much for taking the time out of your day to talk to me! I’m going to send a few properties to you by [insert date/time]. Do you have any questions for me about buying a home?
I’d like to get your thoughts on the first few properties I send you. What’s a good time to call you tomorrow?
[Date/time] works for me. Thank you! I look forward to talking with you soon.
Takeaway: Using a landing page is one of the most effective ways to generate quality leads because it’s typically targeted for specific types of buyers. Plus, you can also customize it to capture helpful information about your leads.
3. Buyer Voicemail Lead Script
Hi [buyer’s name]! This is [your name] with [insert your real estate agent agency name]. I looked over your information and I found some properties for sale right now that I think you might like! I’d love to send them over and set up some showings.
You can call or text me at [insert phone number] any time and we can start looking for your new home! I look forward to hearing back from you. Have a great day!
Takeaway: Leaving a voicemail gives you less time to build the know, like, and trust factor with a lead. You want to communicate your enthusiasm, expertise, and your honest desire to help the buyer find the right home. Make sure you stay on topic, and specify how it would benefit the buyer to contact you.
4. FSBO Lead Script
Hi [lead’s name]! I’m [your name] with [real estate agent agency name]. How is your home sale going?
From what I can see of your home, I’m confident we could find a buyer quickly and sell the home for top dollar. Do you have about five minutes available for me to ask you just a couple of quick questions?
- What is your asking price?
- What is the lowest price you would accept for your home?
- Have you made any recent improvements to the home that should be noted?
- How long was your home on the market?
- Do you currently have an agent in our area?
- Has an agent tried to sell your property in the past?
- Are you open to relisting your property with an agent?
Well, I know you’re busy, so I appreciate you taking the time to give me some more information. I have some ideas about how we could market your home effectively. Would you be open to talking in more detail about how we could sell your home as quickly as possible and get you the most profit?
What’s the best time for you?
[Date/time] would be great. I’m looking forward to talking with you then!
Takeaway: FSBO sellers are typically motivated by higher profits, but may realize over time that using a real estate agent is more effective. In order to successfully prospect an FSBO lead and convert them into a client, they need to believe that you truly have their best interests in mind.
5. High-sales Area Lead Script
Hello [lead’s name], I’m [your name] with [real estate agent agency name]. How are you doing today?
I’m calling because the houses in your neighborhood are extremely marketable right now. In fact, I just sold the property at [insert address here] for [insert amount] above the asking price! And I think your home could sell for even more. Have you been noticing a lot of sold signs popping up?
I have just a few questions about your property if you’re at all curious about selling sometime soon. Do you have a few minutes available right now?
- Does your property have any standout features that your neighbors do not?
- Are you happy with your home?
- What price would you be willing to sell your house for?
- Have you thought about making improvements to any areas of your home?
- Have you thought of putting your house on the market lately?
Would you be open to receiving a free competitive market analysis that shows how home sales are doing in your neighborhood and how your home might be a great catch?
Great! Is your email address [insert email]? Wonderful. I’ll send over that analysis by [date/time]. Do you have any questions for me?
If you think of any other questions, feel free to reach me at this number or by email. I’ll talk to you soon!
Takeaway: This script focuses on making a connection with the homeowner by referencing their neighborhood and noting which houses you’ve sold. These leads may not have considered selling their home yet, so you’re presenting them with an opportunity. Sending a comparative market analysis (CMA) is a great way to stay top of mind, build your authority, and give them time to consider this opportunity.
If you aren’t sure how to create a competitive market analysis, you can check out our article on the subject for tips to help you get started.
6. Follow-up Lead Script
Hi [lead’s name], this is [your name] with [real estate agent agency name]. How are you doing today?
I’m curious about what you’ve been thinking about our last conversation! What did you think of the new list of properties I sent over?
- Would you like to set up a showing?
- Do you need any help getting the right mortgage or loan information?
- What information do you still need to help you pick your ideal property?
It seems like our next step is to [decide on your wish list/meet with a lender/set up a showing]. What times are you available between [date range]?
Great! [Date/time] works for me too. I’ll email you some details later today, but I’m really looking forward to seeing you then!
Takeaway: No matter what type of lead you’re following up with, this is when you’ll get the most conversions. Just by following up in a timely manner, you show your potential clients that you are trustworthy and genuinely wanting to help them out. Make sure you’re not letting any leads fall through the cracks by tracking your lead communications with a real estate customer relationship manager (CRM).
During the follow-up call, you can continue to build a natural rapport and conversions will happen more naturally. As an example, watch how this agent converts a lead on a live follow-up call.
7. Listing View Lead Script
Hello [lead’s name], I’m [your name] with [real estate agent agency name]. How are you today?
I see that you were looking at one of the properties on our website! Do you have a few minutes available for me to hear more details about what you’re looking for?
- What did you think of the property?
- What features were the most compelling?
- Are you looking at homes in a certain price range?
- What are your nonnegotiable features in a home?
- What kind of financing are you considering for a home purchase?
- Do you have any current doubts or concerns about the homebuying process?
Great! Well, it sounds like the next step for you is to [schedule a showing/meet with a lender]. Would you like me to [connect you with a trustworthy lender/make an appointment]?
In the meantime, I’d also like to send over some other properties you might like to get your wheels turning. Is [insert email] the best email for you?
Wonderful. Thanks for taking the time to answer some of my questions! I’m excited about finding you a new home.
Takeaway: If website visitors don’t take action while they’re on your website, it’s likely that they won’t remember or return on their own. That’s why personally calling a lead after they’ve viewed one of your properties is a great way to stand out. Your goal is not to sign them on as one of your clients immediately, but help them to trust you and feel heard.
8. Referral Buyer Lead Script
Hello [lead’s name]! How are you doing today! I’m [your name] with [real estate agent agency name], and I got your name from [referring agent/friend]. How did you meet [referring agent/friend]?
He/she mentioned that you are looking for [insert details provider by referring individual]. Do you have about five minutes right now to give me some more info on what you’re looking for?
- Are you thinking about buying a home in our area?
- What type of property are you interested in purchasing?
- Do you need lots of room or a smaller property that’s easy to maintain?
- Can you describe your perfect property for me?
- Do you have a budget in mind?
- Do you need to sell a home before you move here?
OK, great! I actually have a few listings in mind that might be perfect for you. Is [email address] the best email for you?
I’m going to send those over later today. Do you have any other questions for me?
Great. Well, it seems like your next step is [insert details], so I will [connect them with a trusted lender/start making appointments/other].
I’m really looking forward to seeing what we can find you!
Takeaway: According to the National Association of Realtors (NAR), referrals make up an average of 20% of all Realtors’ clientele. The more you can grow your referral network, the more you’ll be able to grow your income. Start your call off on the right foot by establishing your connection with this lead and asking questions about the friend that recommended you.
9. Referral Seller Lead Script
Hello [lead’s name]! How are you doing today! I’m [your name] with [real estate agent agency name], and I got your name from [referring agent/friend]. How did you meet [referring agent/friend]?
He/she mentioned that you are thinking about selling your home. Do you have a few minutes right now so I can hear more about what you need?
- How many beds/baths does the house have?
- What is the square footage?
- How old is the house?
- What neighborhood do you live in?
- What is your ideal sales price?
- Are you moving to another area?
- Do you have an agent to handle the sale?
- Have you tried selling your house in the past?
- If so, what complications did you encounter?
I have some ideas on how we can sell your property to get you the most money. The next step for me is to come and tour your house. And then, we can talk about the timing and marketing. When would be a good time to meet?
Great, [date/time] works for me, too! I look forward to seeing you―and your home―then!
Takeaway: Just like with any referral call, the best way to build rapport is to establish your common connection with the lead and make them feel valued right off the bat. After you hear their perspective and thoughts about selling their home, give them a clear next step. This could be a meeting, a house tour, or a CMA, but make it clear, easy, and appealing.
10. Expired Listings Lead Script
Hello [lead’s name], I’m [your name] with [real estate agent agency name]. How are you doing today?
I saw that your property was listed for sale but went off the market. How was that experience for you?
I looked at some of the details about your property, and I believe we can sell it successfully. I don’t want to take up too much of your time, but I would like to give you some hope and show you how I’ve sold expired properties in the past.
Can I send you an email at [email address]?
You live in a unique area, and there are lots of people interested in a property in your neighborhood―we just have to target them. I’ll send you this email and call you in a few days to plan the next steps. Do you have any questions for me?
If you do think of any questions at all, feel free to reach out at [insert your phone number] or email at [insert your email address].
Takeaway: Approaching owners of expired listings is a little different than other types of cold calls, because there are more emotions involved and more competition. Keep in mind that these owners are probably frustrated with their previous real estate agent and worried about their future. Plus, you might not be the only real estate agent or broker calling them. You can stand out by listening to them and giving them proof that you know how to sell expired or hard-to-sell listings.
For more ideas, use our top five expired listing scripts.
11. Probate Referral Lead Script
Hello [lead’s name], I’m [your name] with [real estate agent agency name]. How are you doing today?
I’m calling because [insert partner name, and professional title, if useful] suggested that I connect with you about selling a family home. I know this is a difficult and chaotic time, and I’d love to alleviate some of your stress. Do you have a few minutes right now for me to hear more about what you need?
- How quickly are you looking to sell the property?
- How much do you want to sell the property for?
- How many beds/baths does the property have?
- What is the square footage?
- Are there any outstanding features like a pool or large lot size?
- Do you already have an agent?
That’s all my questions. Thank you for answering those during this time. Is [email address] the best place to some more details on what selling your home would look like?
Do you have any questions or concerns for me now?
I’ll email you later today, and I’ll call you back in a few days to discuss the next steps. Feel free to reach out if you think of any questions!
Takeaway: When you call a probate listing lead, there’s a good chance that they are in the middle of grief and feeling overwhelmed by the task of selling a family home. It’s even more important to be sensitive to how they are feeling about the situation and make them feel heard. If they don’t already have a real estate agent, they might be thankful to hear from someone who understands them and knows exactly how to help
Tips for Collecting Internet Real Estate Leads
Even the best real estate scripts will go to waste if you don’t have high-quality leads. That means that you need to utilize multiple real estate lead generation strategies to find accurate contact information for people who are actively looking for real estate help.
A few of the top ways to generate real estate leads are:
- Advertising: By using Facebook or Google advertising, you can get your name in front of specific audiences, allowing leads to request information from you. They’ll be waiting for your call instead of being surprised to hear from you. In addition, you can use a tool like Offrs to predict when homeowners are getting ready to sell a home and reach out to them before other real estate professionals.
- Networking: Some of your most loyal connections and leads will come from networking. Attend in-person or online events like open houses, National Association of Realtors (NAR) meetings, or Chamber of Commerce groups to build your network and grow your sphere of influence.
- Real estate agent referrals: Real estate agents often refer leads to other agents if those leads are outside their farm area or niche. To get the most real estate agent referrals, make sure you have a strong professional network and gain the trust of other credible agents.
- Friends and family referrals: Many real estate agents build their business on personal referrals since clients often find it easier to trust referred agents. Keep referral leads coming to your pipeline by consistently checking in with your previous clients.
- Partnerships: Partnerships are similar to referral leads, but they come from other local businesses like mortgage brokers, lawyers, and plumbers. Look for businesses that serve people with the same needs as your audience to get the most benefit from partnership leads.
- FSBO and expired listings: FSBO and expired listing leads are unique because they are actively trying to sell their home. With the right strategy and a lead generation tool like REDX, this can become a profitable niche for any agent.
Bottom Line
Using a script for your online real estate leads helps to build a connection while staying on topic. You can gather valuable information about the needs of your leads and build their trust. Keep your scripts polite, respectful, and stay focused on how you can solve the problems of your potential clients.
