11 Scripts for Real Estate Internet Leads (+ Tips)
Gina is a licensed real estate salesperson, experienced trainer, and former high school educator of 1,000+ learners. She writes for Fit Small Business with a focus on real estate content.
Jealie is a staff writer at Fit Small Business, specializing in real estate education.
This article is part of a larger series on Real Estate Lead Generation and Marketing.
Scripts for real estate internet leads are designed to collect information from online leads and build connections. Effective real estate internet lead scripts establish rapport and stay customer-focused, convincing the lead you’re the best person to help them with their real estate needs. We’ve created several scripts, like real estate lead follow-up scripts and real estate seller lead scripts, for new and experienced real estate agents you can download and use to prevent miscommunication and help stay focused during phone conversations.
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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 you’re interested in seeing [address of property]! It’s a great property. I have 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!
Watch Chastin J. Miles, an entrepreneur, author, and real estate agent, and his team perform a live role-play on how to use the buyer advertising lead script. Chastin also offers advice on how to get more appointments with buyers and sellers, including the need to convey urgency and make sure you offer value to potential clients, such as a comparative market analysis (CMA), during the call.
Our Expert Advice
This realtor script speaks directly to homebuyers who have already taken action online to contact you, so they will be more likely to respond positively to your call. Show them you care about helping them by asking specific questions like “What are the must-haves in your future property?” and “Any favorite neighborhoods?” and listening to their needs. In the end, give them a clear next step to continue working with you and make yourself accessible for further communication.
To learn more about how real estate advertising can make your business stand out from the competition, capture leads, and convert clients, check out our 35 Examples of Effective & Creative Real Estate Ads article.
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 sent 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.
Our Expert Advice
Because landing pages are frequently tailored to particular clients, using them is one of the most efficient ways to produce quality leads. Additionally, you can customize it to record valuable data about your real estate leads. To increase the conversion rate of your landing page, speak to visitors’ specific pain points, arouse their emotions, and establish trust. In addition, a landing page’s design, messaging, mobile optimization, and compelling calls to action (CTAs) are crucial to be successful in real estate and generating leads.
Placester’s customizable landing page
If you’re struggling to create your real estate landing page, Placester can help you design your website for optimal traffic and conversion. It is a real estate-specific website creation system with integrated real estate lead generation tools, including advanced internet data exchange (IDX) listing integration tools, a simple client relationship manager (CRM), unlimited pages, custom real estate landing pages, and online customer support.
Read our 15 Real Estate Landing Page Examples & How They Convert Leads article to find out how to create effective landing pages that capture visitor information and generate leads for your real estate business.
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 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!
Our Expert Advice
Leaving a voicemail gives you less time to build a lead’s knowledge, preferences, and trust factor. When using this real estate lead conversion script, you must communicate with enthusiasm, expertise, and an 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, like using this line: “I looked over your information, and I found some properties for sale right now that I think you might like!”
Zillow Premier Agent’s advertising feature
To drive a more proactive real estate lead generation strategy, sign up for Zillow advertising as part of their Zillow Premier Agent (ZPA) service. Your listings will appear on non-ZPA listings in your real estate farm area, giving you exclusive exposure as the sole agent on them. Aside from these, you could set homebuyers up on your ZPA account and send them listings on a platform they use.
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!
Our Expert Advice
FSBO sellers are typically motivated by higher profits but may realize over time that using a real estate agent is more effective. To successfully prospect an FSBO lead and convert them into a client, they need to believe that you genuinely have their best interests in mind. Utilize this FSBO lead script for real estate agents and tweak it a little to make it your own, and get out there and start converting FSBOs into genuine listings.
Vortex screenshot from REDX
REDX is known as a reliable source of fresh FSBO leads. REDX delivers your leads through Vortex, allowing you to organize, track, and tag leads. In addition, REDX provides live training, free role-playing and FSBO script practice, and a podcast to improve your skills and help you convert FSBO leads successfully.
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!
Our Expert Advice
This real estate script can be used in the homeseller’s market and focuses on connecting 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 they might otherwise not know they have. Sending a CMA is a great way to stay on top of their mind, build your authority, and give them time to consider this opportunity.
If you aren’t sure how to create a competitive market analysis, check out our Comparative Market Analysis (CMA): Definition & How to Create (+ Examples) article for tips and examples 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!
During the follow-up call, continue to build a natural rapport, and conversions will happen more naturally. As an example, watch how Ricky Carruth, a real estate agent, speaker, author, and real estate coach, converts a lead on a live follow-up call by categorizing and scheduling a conversation with his leads and avoiding filler words or phrases like “um,” “well,” and “you know.”
Our Expert Advice
No matter what type of lead you’re following up with, this is when you’ll get the most conversions. Following up on leads promptly shows your potential clients that you are trustworthy and genuinely want to help them. Ensure you’re not letting any leads fall through the cracks by tracking your lead communications with a real estate CRM.
Pipedrive platform interface (Source: Pipedrive)
You can, for example, use Pipedrive’s low-cost CRM and essential real estate agent tools, such as document management tools and email marketing functionality. It also includes a sales pipeline that you can drag and drop to track the progress of your leads and focus on those most likely to convert. You can also set reminders and tasks to help you organize your communication and interactions with current and past clients, so you can prioritize and nurture everyone in your pipeline.
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.
Our Expert Advice
If website visitors don’t take action while they’re on your website, they likely 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 to allow them to trust you and feel heard.
Website and mobile templates by GoDaddy
The best real estate website builders, like GoDaddy, make it easy to create fully functional real estate websites with little to no knowledge of writing code or graphic design. GoDaddy also provides free websites with email, social media marketing tools, secure sockets layer (SSL) certificates for site and data protection, customer support, and appointment setting.
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!
Our Expert Advice
According to the National Association of Realtors (NAR), the typical realtor earned 16% of their business from repeat clients and customers and 20% through referrals from past clients and customers. The more you can grow your referral network, the more you’ll be able to boost your income. Start your call off on the right foot by using the provided real estate scripts for buyers above, establishing your connection with this lead, and asking questions about the friend who 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!
Our Expert Advice
This real estate lead script will help you build rapport, establish your standard connection with the lead, and immediately make them feel valued. 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.
Explore our Real Estate Referral Lead Generation Ideas article to discover how to expand your referral network and what are the most impactful ways to grow your business with these tips.
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].
Our Expert Advice
Approaching owners of expired listings is a little different than other types of cold calls because there are more emotions involved and more competition. Remember that these owners are probably frustrated with their previous real estate agent and worried about their future. You might not be the only real estate agent or broker calling them. Stand out by listening to them and giving them an expired listing letter and proof that you know how to sell expired or hard-to-sell listings.
For more real estate agent script ideas, use our Top 5 Expired Listing Scripts that will aid you in converting leads to active listings and sales.
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 get 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!
Our Expert Advice
When you call a probate listing lead, there’s a good chance 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 feel 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 how to help them.
CatalyzeAI real estate dashboard
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Tips for Collecting Internet Real Estate Leads
Even the best real estate agent introduction scripts and buyer scripts for real estate will go to waste if you don’t have high-quality leads. That means you need to utilize multiple real estate lead generation strategies to find accurate contact information for people actively looking for real estate help, like hosting an open house tour and building your sphere of influence.
A few of the top ways to generate internet real estate leads include:
- Advertising and marketing: By using Facebook or Google Ads, 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 reliable 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, grow your sphere of influence, and generate leads without upfront costs.
- 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 robust 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 previous clients.
- Partnerships: Partnerships are similar to referral leads, but they come from other local businesses like mortgage brokers, lawyers, contractors, and plumbers. Look for companies that serve people with the exact 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 actively try 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 scripts for real estate internet leads enables you 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 real estate internet lead scripts polite and respectful, and stay focused on how you can solve your potential client’s problems.
