Real estate agent calls potential new client

Cold Calling in Real Estate: Benefits & Scripts for Cold Calling That Work

Let’s face it. Making cold calls by phone can be intimidating. Some new real estate agents are shy about calling strangers on the phone. Others may be worried about receiving negative reactions. Whatever your doubts, know that cold calling is a good source for picking up new listings. It can be especially valuable when you are new to real estate and trying to get your career off the ground.

Keep reading for a simple cold-calling script for real estate agents. This cold-calling script focuses on unlisted homeowners thinking of selling soon. And it works. It is effective because it is quick and direct.

What is a Real Estate Cold Calling Script?

A real estate cold calling script is a structured outline or set of phrases used by real estate agents when making unsolicited calls to potential clients or leads. A cold calling script aims to build rapport and generate interest in your real estate services.

Benefits of Cold Calling in Real Estate

Even though you may not look forward to cold calling, this type of marketing has many benefits.

1. Allows you to directly communicate with potential clients.

Speaking with a potential client allows you to understand their needs, timeline, preferences, and level of interest in real estate services. It will enable you to build relationships. Even if the prospect is not immediately interested, maintaining regular contact and providing valuable information can nurture the relationship over time.

2. Cold calling is economical.

Compared with some marketing strategies that require significant financial investment, cold calling is relatively cost-effective. It only requires time and effort, making it an accessible strategy for agents with limited marketing budgets.

3. Cold calling allows you to target specific demographics or geographic areas.

With cold calling, agents can focus their efforts on individuals who are more likely to be interested in buying or selling real estate, increasing the chances of converting leads into sales.

4. Cold calling gives you an immediate response.

Unlike some forms of marketing that may take time to yield results, cold calling can elicit immediate responses. Agents can gauge the prospect’s interest during the call and adjust their approach appropriately.

Example of Real Estate Prospecting Script

Cold-calling experts throughout the sales industry have shared their secrets in books, videos, sales training courses, forums, and blogs for years. Nearly all of them agree that the script is the most crucial thing about cold calling. Without a script, you may fumble words or forget important suggestions.

This is a proven real estate cold-calling script that many successful agents use:

“Hi, this is Sally Jones from Bonanza Real Estate…. I am calling because my company has buyers looking for a home in your neighborhood. Are you thinking of selling in the near future?”

Why Is This Script for Real Estate Cold Calling So Effective?

Here are the reasons this simple script is so effective for real estate agents.

1. It’s quick.

The difference between being able to make 50 or 200 calls per day depends on the length of your script. Your real estate cold-calling script needs to be fast! Asking too many questions or wanting to know what each caller thinks takes too much time.

2. It doesn’t waste the lead’s time.

This script is concise to save time. Longer real estate cold-calling scripts that take more time will only annoy those with no interest in selling. Because this script is short, most people would reply, “Oh, no, we don’t want to move now.” You can reply, “Fine, have a good day!”

3. It’s easy to understand.

This real estate cold-calling script was written to be easily understood. The message implies “real estate” and “sell” with “soon” and “yes or no” very quickly. This is an uncomplicated message.

Cold calling to confused homeowners results in more time explaining who you are and why you are calling, which wastes your time. You want the homeowner to understand immediately and clearly why you are calling.

4. It flows.

When using this script, always pause after the words “real estate.”

“Hi, this is Sally Jones from Bonanza Real Estate. (PAUSE) I am calling because…”

There is a reason for the pause.

When answering the phone, the average mind needs a few seconds to absorb the spoken words to know who the caller is. Give them a second to realize the call is about real estate.

Also, always emphasize the word “buyers.”

Never lie to a prospective listing. Calling “hot” neighborhoods always means prospective buyers want to live there. One advantage of being a member of Multiple Listing Services (MLS) is that you can access listings in every “hot” neighborhood where buyers want to live.

5. It forces a fast response.

The end of the script forces a fast response by asking, “Are you thinking of selling in the near future?”
The “near future” means 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.”

Starting a career in real estate? Browse our blog for tips and tools to help launch your real estate career. Topics include How to Write Inspiring Real Estate Listing Descriptions, How to Get to Know Your Local Real Estate Market, and much more.