Creating leverage using systems shouldn’t be complicated. Quite often, simple is better. One area you need to systematize in your business is in the interactions between your team members and potential clients. We accomplish this systemization by using scripts.
I can already hear the pushback from some readers. While many people don’t want to use scripts, or sound “canned” when communicating with prospects, I believe anyone who feels this way misunderstands the principles behind using scripts. Scripts allow you and your team members to focus more on the prospect and their needs, and less on what you’re supposed to say next. Yes, a script might sound canned when used initially, but after some practice the words will roll off your tongue as if the current prospect is the only person you’ve ever spoken them to.
In addition to following simple scripts, you should also keep a list of commonly-heard objections and the scripts for overcoming each. It’s simple, just create a spreadsheet in Google Drive and record the objections as they arise. Then, write out what you think is the ideal response and give it a try the next time you hear the same objection. If it works, then keep it on your list. If not, then change it up a bit for the next time.
Here are four basic scripts I think everyone should master:
- Incoming Buyer Inquiry Script. Whether the inquiry comes in from your own website, from a sign call, or through Zillow you need to have a standard script for handling. We use LPMAMA, which is an acronym for Location, Price, Motivation, Agency, Mortgage, and Appointment: the six important discussion points for this type of call.
- Past Client and Sphere of Influence Follow-Up Script. We use the FORD script when making follow up calls to people in our database, which stands for Family, Occupation, Recreation, and Dreams and reminds us to talk about what’s most important to those we call.
- FSBO and Expired Scripts. We all should have good scripts for calling For Sale by Owners and Expired Listings. These scripts don’t have to be complicated, but should include words that address what these prospects want to hear most. A FSBO seller wants to keep all money that would normally be spent on real estate fees and an Expired Listing seller wants to sell their home without having to drastically reduce the price.
- Apology Script. All agents who have been in the business for more than a couple of years need a good apology script. You’ll use it when finally following up with those you planned to keep in touch with after you helped them buy or sell a home, but never did. It’s a simple concept. “I really enjoyed working with you and I planned to keep in touch, but I dropped the ball and I’m sorry.” That’s it.
The script needs of every agent and team are unique. If the four scripts outlined above don’t work for your business, then take a few minutes and think through the types of prospecting calls you make most and either write out a short script for that purpose, reach out to a friend in real estate or to your real estate coach for some ideas (if you’d like, you can even shoot me a quick email at the address below and I’ll send you the script we use for whatever needs you have). Once you’ve put together your script book, then practice them, use them, revise them, and add the common objections and objections handlers to your objection spreadsheet. You’ll be surprised how much more easily you’ll be able to understand the needs of your prospect when you don’t have to spend any mental energy thinking about what to say next. Let scripts provide you with confidence, consistency…and most important, the FREEDOM to listen well and convert more prospects into clients.
By Cleve Gaddis
Cleve Gaddis is a master coach with Workman Success Systems and team leader with Gaddis Partners, RE/MAX Center in Atlanta. He learned sales the hard way, selling vacuum cleaners door-to-door, and now puts those skills to use in helping his team close $60 million annually. He loves to share his systems and strategies to help others succeed. He hosts the Call Cleve Atlanta Real Estate Show heard weekly on NewsTalk 1160 WCFO.
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