A COLD CALL SCRIPT FOR REAL ESTATE AGENTS WHO HATE COLD CALLING
Cold calls. Dreaded words that evoke negative connotations in just about every agent. Well, shudder no more. We’re gonna share with you a cold call script that is going to turn your cold calling into an effective lead generation strategy.
Let’s get started!
There’s no special ingredient or talent needed to get good at cold calls. Really. The key to successful cold calling isn’t what you say but HOW. And how you express yourself on a cold call is a direct reflection of your:
With the right preparation and a handful of qualified leads, you can actually make your cold calling a fun daily exercise.
Reach out to your prospects with enthusiasm and unwavering faith in the value of what you offer. Armed with the right attitude, you’ll have the confidence to initiate more conversations and handle objections.
5 REASONS WHY YOUR COLD CALLING ISN’T WORKING
You sound nervous when you should be enthusiastic. Or, you overdo it on the phone and speak in an animated manner that puts prospects off. A strong, confident elevator pitch will cure that problem.
LACK OF CONSISTENCY
Practice makes perfect. Yes, your first few conversations will be awkward, but you won’t develop a rhythm without daily practice. Set a schedule for cold calling with a target for the number of daily phone calls. Aim for at least 25 – 30 calls a day when you first start. You won’t reach everyone so make every connect count!
LACK OF REHEARSAL
Fumbling on the phone with the wrong information about your prospect, mispronunciations, and awkward pauses project a lack of confidence. Would you feel confident trusting someone with a property transaction who can’t get your name right? Not a good look. That’s why you should rehearse!
Reading your cold call script verbatim is a sure way to kill any interest in a conversation. Do you enjoy listening to someone read to you over the phone? Personalize your cold call script and use it as a roadmap for guiding your conversation, rather than a crutch.
YOU’RE NOT USING A COLD CALL SCRIPT
Your conversation needs to be developed in logical stages that lead the prospect to a decision. Without a script, your conversations will lack direction and focused results. You’ll also be less confident handling objections.
6 COLD CALL SCRIPT TIPS TO REMEMBER:
- Define the specific outcome you would like (appointment, listing, interview)
- Set a daily target that is ambitious but realistic. Establish a threshold for daily call volume as well, to ensure you connect with enough prospects each week.
- Be positive and enthusiastic regardless of your prospect’s mood.
- Show empathy for your prospects and their pain points.
- Ask questions to understand your prospect’s objections and goals.
- Provide solutions rather than solicitation.
Use these tips as a guideline to creating a cold call script that is purposeful and effective.
The following script is intended for buyer agents seeking to win listings. It can easily be personalized and tweaked for just about any agent, buyer or seller.
AN AWESOME COLD CALL SCRIPT FOR AGENTS
STEP #1) GREETING.
Hello, Good morning/afternoon, is this X? (state the prospect’s first name)
Keep your greeting short and to the point. Do not use your prospect’s full name. That’s what every other CSR and cold caller is doing. Use your prospect’s first name.
STEP #2) INTRODUCTION.
Hi! My name is X and it’s so good to finally reach you! I’m a real estate expert for X community. Is this a good time to talk?
Let the client respond. They may be driving, in the middle of a task, or managing a crisis. Showing this courtesy will set a good tone for the conversation.
At this point, your prospect will either raise an objection or give their permission. Regardless of their answer (even a rude one), your answer should always be the same.
In the case of an objection lead with EMPATHY:
- “I totally get it, you’re busy and, can’t talk right now, Diane, right?”
- “Sure, I can feel your frustration, and I’d feel the same, Angela!”
- “Yeah, I had the same problem myself, so I can absolutely relate, John.”
- “Yes, I completely understand so I’ll get to the point, Jim”
If your prospect has no objection, proceed to your elevator pitch!
STEP #3) ELEVATOR PITCH.
More than any other part of your cold call script, your elevator pitch needs to sound convincing, not rehearsed. It should reveal your motive for the call and a solution you are offering.
- “I’m on a mission to help 100 people move into their dream home by x date and I’d like to help you find yours in the shortest time frame possible. Would you be open to meeting with me in person tomorrow?”
- “I just sold a home in this neighborhood for considerably more than asking price. If I could show you a plan for selling your home above asking price within your deadline, would you be open to a meeting?”
- “I’m a new agent with a specialization in the local market. If I could find suitable buyers for your home in the next 30 days, would you be open to meeting with me?”
If your elevator pitch doesn’t generate curiosity about what you’re offering, you should consider tweaking it until it does.
STEP #4) OBJECTIONS.
After your elevator pitch, objections are common but don’t be alarmed by this response. Someone who starts making excuses is looking for an exit because you haven’t struck a chord with their needs. A prospect who asks a lot of questions, on the other hand, is INTERESTED!
Your goal should be to win the appointment, NOT to sell your expertise. Be assumptive and your prospect will assume you are an expert.
The best way to respond to an objection is:
- Demonstrate empathy
- Probe for details
- Provide a solution
- “Awesome, Maria! I can pencil you in at 2pm tomorrow afternoon and send you a confirmation by email in the next 30 mn. The meeting will last no more than 1hr. Does that work for you?”
- “That’s great to hear, Tom! If you’re available tomorrow morning we can meet at 10am. I’ll send you an email confirmation in the next 10 mn if that works for you?”
- “Congratulations, John, you’ve just taken your first step to finding your dream. You’ve picked the right time to sell and I can’t wait to show you my plan for success! Talk soon and look out for my email confirmation!”
Ask questions to understand your prospect’s pain points. Show empathy for their experience and appeal to your prospect’s goals. Focus your conversation on how you can help them reach their goals, instead of persuading them that you are an expert.
Bryan Casella is a noted sales expert whose Youtube coaching videos have helped thousands of agents improve their cold calling. You’ll learn a lot from his cold call and objection handling, even though he’s not using a cold call script:
STEP #5) CLOSE THE CALL.
Your closing is the seal of confirmation. Provide your prospect with clear instructions and a timeline of next steps.
Keep your close short and to the point. Be decisive and have an appointment date in mind BEFORE you call. Once you get the confirmation, give them your positive reaffirmation!
STEP #6) REAFFIRMATION.
REASSURING YOUR PROSPECT THAT THEY’VE MADE A GOOD DECISION IS KEY. MAKE THEM FEEL REWARDED. ENCOURAGE YOUR PROSPECT BY POINTING OUT SOMETHING POSITIVE ABOUT THEIR DECISION TO MEET WITH YOU.
Admittedly, cold calling isn’t an ideal form of lead generation. For agents with a specialized focus or niche, however, a good cold call script can bring you appointments you would never have uncovered elsewhere.
Personalize your cold call script and use it as a roadmap to guide your conversations. Set a specific goal for your call, as well as daily targets for call volume, contacts reached, and appointments booked.
Feel free to implement the examples above in our own script and practice your elevator pitch. Aim for no more than 3 sentences in your pitch. 1 is ideal. The shorter, the better.
Over time, and with practice, your cold call script will sound more natural, more compelling, and yield better results!