In the ever-evolving world of real estate, mastering the art of conversation can significantly impact your success.
Say the right thing and you win the business. Say the wrong thing and, well, you don’t.
It’s that simple.
But while scripts have the power to make all the difference, the secret is for the them to sound genuine, have meaning and engage the client or prospect in a way that is meaningful to them, not to you.
Here, Berkshire Hathaway HomeServices Beach Properties of Florida Chief Executive Officer, Jimmy Burgess, shares six must-know scripts you need to know to build traction this year.
- Re-engaging past prospects (even ones that ghosted you)
When you reconnect with potential buyers who have gone silent, it’s important to approach the conversation with humility and understanding.
Even it was them that ghosted you, Jimmy says it can help to fall on your sword just a little bit.
“When you first reach out and say, ‘I am so sorry, I kind of dropped the ball on staying in touch with you. Last time we spoke you mentioned that you were planning to buy a home in the near future, were you able to find the ideal home for you or is that still in the plans for this coming year,” Jimmy advises.
Then just stay quiet and let them lead the conversation.
This script is designed to reopen lines of communication and demonstrate your continued interest in their needs.
It’s not necessarily about securing a listing then and there, it’s about turning a cold lead warm again.
2. Engaging homeowners in social settings
In informal environments, engaging homeowners about the possibility of selling can be delicate.
Jimmy suggests a straightforward, yet thoughtful, approach. You could say something like:
“You know we continue to see a lot of people that are looking for homes like you guys own. Is there a scenario where you guys might consider selling this year?” Jimmy says.
This script is effective in planting the seed of selling in a non-invasive way and fostering a natural conversation about potential market opportunities.
3. Ending conversations with homeowners on a high note
For interactions that don’t immediately lead to business opportunities, it’s vital to leave a lasting, positive impression.
Jimmy recommends a closing question that opens the door for future engagement:
“I’d be the worst realtor in the world if I didn’t at least ask, is there a price where you guys might consider selling this year?”
This approach ensures you respectfully express your interest in helping them, should they decide to sell.
4. Voicemail strategy for prospects
Leaving a voicemail that prompts a prospect to call back requires offering something of value.
Jimmy says it’s about sparking interest and inviting their input on something that’s interesting to them.
He suggests saying something like:
“Hey, this is Jimmy Burgess with Berkshire Hathaway HomeServices. The house four doors down from you just recently sold. I’m not sure if you got the details on that sale, but feel free to give me a call back. This will absolutely affect the values in your neighbourhood. I’ve got my opinions on how, but I’d love to get your insight as someone that owns in the neighbourhood
Jimmy says this script is designed to make the prospect feel valued and curious enough to return your call.
5. Utilising buyer needs to uncover listings
When representing buyers in a tight market, reaching out to potential sellers directly can be a game-changer.
But Jimmy says it’s important to be tactful.
“Hey this is Jimmy Burgess with Berkshire Hathaway HomeServices. I’m working with a buyer that we haven’t been able to find the ideal place for, but they love your neighbourhood. As a matter of fact they’d probably be willing to pay a premium if they found the right house. Have you heard of any of your neighbours, or maybe even you’ve considered selling your home in the near future?
Then stay quiet and let them answer.
The important part in this script is that because you’ve spoken about the neighbours, it means they don’t have to automatically say ‘no’.
The prospect can enter a discussion feeling more comfortable, less under pressure and they can also see how hard you work for your clients to source the ideal property.
6. Building bridges with recent buyers
For those who have recently bought a home, whether through another agent or on their own, maintaining a positive relationship is key.
Jimmy emphasises the importance of building future connections.
He says most buyers can’t remember the agent they worked with just a few years later, so there’s an opportunity to build a bridge to them.
“Ask, ‘Is there a price where you guys might consider selling this year?'”
This allows you to gain the information you need in a non-confrontational way and to start building a plan around that lead.
This advice underscores the value of nurturing relationships with recent buyers to ensure they remember and choose you in the future.
