Most people would agree: Making cold calls can be intimidating. It can be nerve-wracking to pick up the phone and call strangers. You also might be worried about getting an adverse reaction.
But the truth is that, for new brokers in particular, cold calling can provide an excellent source of new listings. This is invaluable for brokers who are trying to get their career off the ground when they are new to real estate.
This real estate cold calling script focuses on unlisted homeowners thinking of selling soon. It’s a proven script because it is effective. It is also efficient, so you can make a large number of cold calls in one day. With this type of real estate marketing, it is a numbers game. The more calls you make, the more likely you are to pick up a listing.
There is no shortage of information throughout the sales industry on making good cold calls. You can find books, videos, training courses, blogs, and forums on cold calling methods. One common belief that runs through almost all of them is that having a script is essential.
A well-written script to follow when making real estate cold calls can give you confidence and help ensure the call goes smoothly. If you don’t have a script, it’s easy to forget things or fumble to find the right words, and you can end up sounding foolish.
The following cold calling script has worked for many successful real estate brokers:
“Hi, this is Susan Anderson from Home Front Real Estate…. I am calling because my company has buyers looking for homes in your neighborhood. Are you thinking of selling in the near future?”
What makes this script such a good one? There are a number of reasons.
#1: It’s efficient
You can make 50 calls per day, or you can make 200 calls per day. The more calls you can make, the better your chances of success. As mentioned previously, it’s a numbers game so your real estate cold calling script needs to be quick! You want to straddle the fine line between asking too many questions and not enough questions.
#2: It’s not offensive
Granted, some people take offense pretty easily. Others simply despise any solicitation phone calls. Then there are those who will be jerks because that’s just the way they are. Don’t worry about these people. Hang up and move on. You will never convince them to do anything anyway.
This short script is less likely to annoy those who have no interest in selling. With such a short script, you give people to answer with something like, “No, thanks; we are not interested in moving right now.” Your response is equally short: “Fine; you have a good day!” Because you haven’t annoyed people with a long, drawn-out call, they are also likely to respond with another “thank you.”
#3: It’s easy to understand
Did you ever get a solicitation phone call from someone who was so chatty, you couldn’t even tell what he or she was trying to sell? You won’t run into confusion with this cold calling script. There is a definite implication of “real estate” and “sell” and “soon” and “yes or no” that comes across very quickly. It’s uncomplicated and easy to understand instantly.
Confusing people is a waste of time, both yours and the callers. This cold calling script makes it clear exactly why you are calling.
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#4: It uses pauses effectively
When using this script always pause after the words “real estate.”
“Hi, this is Susan Anderson from Home Front Real Estate. (PAUSE) I am calling because…”
The pause is just as important as the words you are using.
When you make cold calls, you are catching recipients off guard. They are doing or thinking about something else, so when they first answer your call, they might be a bit confused. When you pause, you are giving them a moment to understand that you are a real estate agent.
The pause helps clear up any confusion.
The pause helps the person at the other end of the line understand that the call is about real estate. Suddenly, their mindset has shifted and they are prepared for a conversation about real estate.
Be sure to emphasize the word “buyers.”
One advantage you have as a member of a Multiple Listing Service (MLS) is that you have access to listings in every “hot” neighborhood where buyers want to live.
Therefore, when you say, “I am calling because my company has buyers looking for a home in your neighborhood,” and you emphasize the word “buyers,” the homeowner understands you have buyers who are looking for homes in his or her neighborhood. The homeowner will make a natural assumption that you are calling to see if he or she wants to sell.
#5: It forces a fast response
When you ask, “Are you thinking of selling in the near future”? the homeowner at the other end of the call if forced into a quick response. It’s an easy, yes-or-no question.
The “near future” implies a time that is soon and not a year from now. Therefore, the response will be quick because if they have been thinking of selling soon, they will say so. If not, they will quickly say, “No.”
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