A realtor must work to get clients, especially at the beginning of their career. Getting clients revolves around the right pitch. Todd Duncan said, “You must learn that selling is not selling; it is providing and the key to providing is knowing in advance what to provide.” You can identify the client’s needs and how you can provide them with the right solution by using the right pitch. Here are seven cold-calling scripts for real estate agents.
1. Introductory Pitch
Your introductory pitch is the pitch you use on an unfamiliar client the first time you speak with them. Your goal is to introduce yourself and gauge the client’s needs and wants.
Since this person isn’t expecting your call, get to the point in a friendly way and wait for a response. If the customer engages, ask introductory questions to learn more about their needs and how interested they truly are in buying or selling.
Talk for as long as possible but suggest continuing the conversation over a more formal phone conversation or a coffee date.
Take notes on all leads, as those notes will come in handy during your next script.
2. Follow-Up Pitch
When someone shows general interest, you should reach back out to them with a follow-up pitch. The follow-up pitch reintroduces you and your services. It also includes a little more detail on how you can help the client reach their goals.
In your follow-up pitch, use details from your previous conversation to attract the client’s interest by saying, “When we last spoke, you indicated that your dream house involved a ranch-style house with an emphasis on self-sustainability. Well, we have 2 – 3 off-grid ranch-style houses in your preferred zip code. Please let me know how I can send you more information or when you’d like to schedule a showing!”
3. Elevator Pitch
An elevator pitch is a quick pitch that you can use on just about anyone anywhere, such as someone you meet in an elevator. The pitch’s main goal is to generate interest in your real estate agency. Since elevator pitches often include objections and insufficient time for a full pitch, have your contact information ready and suggest a time to talk in more detail. With an elevator pitch, image matters. Use professional language as opposed to the friendly tone in your cold calling introductory pitch, and use a business phone number.
4. Familiar Pitch
Many realtors start by selling to their friends and family members. This gives you an opportunity to get yourself on the map, so offer your services whenever appropriate. You can also use friends, family, and colleagues to learn about potential leads in your social circle.
Your familiar pitch is designed to offer your services to people you have already met before. Start your interaction casually, and feel free to chat about recent events you both attended or shared acquaintances. Continue to explain how you heard about their real estate needs and would be remiss if you didn’t at least offer your services. Suggest a light-hearted meeting that will give you the chance to catch up and also talk about real estate. Develop a bond if possible. Don’t forget that you promise to offer a “friends and family discount.”
5. Community Champion
As a realtor, it’s a great idea to get active in your community. Go to charitable events and networking events in your area. Wear merchandise that promotes your real estate agency and hand out cards while at events.
When you return from events, incorporate them into a pitch aimed at community leaders in your area. Start by reaching out to leads who attended the same events as you or events with similar interests. You will bond over the good you did for a shared cause. The lead will see you in a good light and trust you when it comes to their real estate needs.
6. Recent Sale Momentum
After you or your real estate marketing agency finalize an impressive sale, use it in your pitch! Start your pitch by highlighting your recent accomplishment and how your proven skills can provide similar results for the client.
If you sold a house at 10% higher than the market value in the lead’s zip code, definitely use that information at the beginning of your pitch. Many people worry about losing money on their houses. Your recent accomplishment can give the client hope they may see the same results when they use you as a realtor.
7. Swoop In Pitch
When a seller decides to hire a realtor, they don’t necessarily already have a realtor helping them. Some homeowners attempt to sell on their own and then enlist the help of a realtor when they realize the skill and effort behind the profitable sale of a house. Furthermore, some people don’t connect with their realtor. If you catch these people in the beginning, you may encourage them to switch to you instead of their original realtor.
For a swoop-in pitch, simply offer your services in case the client decides to go in a different direction with the sale and hire a realtor versus doing it themselves. If the client appears willing to communicate, probe about what their goals are for the sale or what they are looking for in a home. Subtly suggest ways that your company stands out above the competition, whether you have more experience as a company or better results when it comes to negotiations. If the client plans to sell by themselves, provide data on how much similar houses in the area sold for when the seller goes through a real estate marketing agency compared to selling it themselves.
Always end the pitch with your contact information – just in case.
Practice all of your cold-calling pitches for real estate agents until you perfect them. The goal is to explain how you can help the customer and end each pitch with a request for a more formal conversation. Hopefully, you’ll hook so many leads that you’ll need to teach the pitches to someone else while you tend to all of your appointments.