I received this question from a listener recently. I pointed him to a great article written by Josh Phegan and, with his permission, I will re-produce it here:
Real Estate Scripts and Dialogues – by Josh Phegan
I don’t like real estate scripts and dialogues, but in today’s Coaching Tip I’m going to tell you how and why you should be using them. The bad thing about reading from a scripted dialogue in your prospecting calls is that you will sound like you’re reading from a script. However, if you use these tools properly your calls will be bright, informative and winning.
The first thing I want you to do is forget about following real estate scripts and dialogues by rote, because at their best they define a logical system. Having a script to structure your dialogue with each client will keep your calls brief, effective and productive.
A good script is a series of questions that logically lead to a result. Having a script for each type of prospecting call will keep you on track, and you will know from the start exactly what you need to communicate and what kind of information you need to gather. It will also keep you from falling into sales mode during the call.
Basically, you don’t want your calls to last more than 2 or 3 minutes. Beyond that, any further discussion you have needs to be face-to-face with the customer. Rather than telling the customer why they should sell or buy with you, ask them about what you need to know to progress them. Keep your dialogue down to 3 to 5 targeted questions, and allow just 15 seconds for each. Then, book an appointment.
Once you become proficient with your prospecting calls you will feel less hesitant and more confident about making those vital calls every day. You will also sound real in your delivery, as your dialogue will be yours and not some static text you’re reading from. You will also make fewer calls with greater results – more bookings, more listings and more sales.
Your clients will pay for your services only when they are ready and willing to do business with you. The point of your phone work is to progress them, not harass them. Build your confidence through following a scripted system of logical, natural dialogue and your clients will gain confidence in you.
Learn more about what Josh offers here.