Cold calling can be a highly effective and rewarding strategy for agents to generate new leads and build their client base. Experienced agents will tell you it’s an essential part of lead gen, while others claim it isn’t worthy of the anxiety and frustration. But at The Close, we believe that success in cold calling comes from preparation and persistence. To help get you started, I put together these tried-and-tested real estate cold calling scripts, why they work for prospective clients, and some tips for improving your cold calling skills.
Download the Best Real Estate Cold Calling Scripts
Before Cold Calling
Before you begin cold calling, you need to be aware of the regulations such as the Telephone Consumer Protection Act. The National Association of Realtors established guidelines to know your responsibilities as a cold-calling agent. Here are the main points:
- Obtaining consent is essential when cold-calling potential clients.
- Agents must ensure they do not reach out to the numbers listed on the Do Not Call (DNC) registry. Always check your call list against the DNC registry to avoid violations.
- As agents, you are responsible for complying with other state-specific regulations. These include registration, call time restrictions, and penalties for telemarketing violations.
1. Expired Real Estate Listing Cold Calling Script
Expired listing cold calling scripts for realtors can be tricky, especially when homeowners are inundated with calls from numerous agents, often on the same day. Stand out from the competition with this script from REDX.
Hi, is this the homeowner? I’m [your name] with [your company].
You know, I work in [neighborhood], and I noticed that your home was no longer for sale. Are you planning to put it back on the market?
Listen—they will sometimes say “maybe later” or “not for a while.”
I can understand why you might feel pretty discouraged—it’s a great house. Any idea why it didn’t sell? Did you get any offers?
Listen to what they have to say.
I was just surprised to see it on the market for [how many] days. I assumed it would be gone in a few weeks. What made you all decide to sell? Where are you moving to?
I know you’ve likely had quite a few agents calling you, but as I said, I’ve worked in the neighborhood for [#] years, I know this neighborhood, I’ve sold homes in this neighborhood, and I’d love a chance to sell your home or at least take a tour and see what might be holding it back.
Would you mind if I came by this Saturday at [specific time]? I’m happy to give you some feedback.
Why it works: In this expired listing script, the agent isn’t pretending they’re the only game in town. Instead, they openly acknowledge their competition, which provides a fantastic opportunity to say, “While I recognize you’ll hear from many agents, I bring a deeper understanding of the neighborhood. Here’s why I’m uniquely qualified to represent you.” Also, extra points for this script for cold calling real estate for using a specific day and time to set up an in-person meeting.
2. Basic FSBO Cold Calling Script
Many real estate agents consider the FSBO prospect a perfect lead for cold calling. The owners have already announced to the world that they want to sell—all you have to do is convince them they need your help. David Hill’s excellent real estate cold-calling scripts help you navigate a seller’s concern about saving money.
I’ve added some mock responses to this script so you can practice hearing “no” and learn how to overcome those initial rejections to get a listing appointment.
AGENT: Hello. This is [your name] calling from [brokerage]. I noticed you have a house for sale in my coverage area. Is it still available?
LEAD: Yes.
AGENT: Great, are you working with real estate agents?
LEAD: No.
AGENT: OK, I know the area well, and I’m wondering how much you’re asking for the house.
LEAD: $264,900.
AGENT: If I had a buyer who would be a fit, would that be helpful for you?
LEAD: Yes.
AGENT: Great. I’d like to schedule a time to come by and look at the house to see if it would work for any of my clients. I’d also like to share some of the things we do to help people like yourself sell their homes. Do you have time this afternoon, or would tomorrow work better?
LEAD: I really don’t want to work with an agent. If you have someone serious, you can send them by, but I’m not looking to sit down for a sales pitch with an agent.
AGENT: Sure, I can appreciate that. Let me ask you this: Why did you decide to sell your house without hiring a professional agent?
LEAD: Well, I wanted to save money, and a 5% or 6% commission would be a lot.
AGENT: Yeah, I can understand that completely. Interestingly enough, 90% of the owners I speak with who are selling themselves tell me the same thing. If I could show you how I could net you that 6% back, or possibly even more money, by using our services, would that be something you’d be open to?
LEAD: Well, basically, what we’re trying to do is break even. We bought the house two years ago, and the value hasn’t really gone up.
AGENT: So, what is the main reason for your sale?
LEAD: No, I’ve been transferred. We’re moving to Arkansas.
AGENT: Oh, congratulations. And when will you need to be in Arkansas?
LEAD: We need to be in Little Rock in 90 days.
AGENT: Gotcha. So the clock’s ticking for you. And if the house doesn’t sell in 90 days, what’s your plan B?
LEAD: Well, we’ll have to go — the house will just be empty.
AGENT: Oh, yeah, I’d hate to have that happen to you. Would that be a win for you if I could sell the house, have you break even, and get it done before you get to Arkansas?
LEAD: Yeah.
AGENT: OK, perfect. Why don’t we meet? I’d love to see if I can do that for you. I’ll be 100% honest with you. If I can do it, I’ll let you know. If I can’t, I’ll let you know that as well. How does that sound?
LEAD: Yeah, that’s fine. If you want to give it a shot, you can come on over.
AGENT: Awesome, thank you. I’ll see you this afternoon at four. Will that work?
LEAD: Sure, see you then.
Why it works: This is a great script for an FSBO because it’s direct. The agent isn’t afraid to ask why they aren’t using a professional. And for every reason, this agent has an answer. The object here is to get in front of the seller, and this agent does that by thoughtfully addressing each of their concerns.
Note that there’s no haggling over the commission. Try to refrain from making any commitments regarding numbers. Instead, ensure you hear and understand the prospect’s wishes and concerns. You can always say, “I’m making a note of that…,” which shows that you’re listening but not making any promises.
3. Advanced FSBO Script: The Diagnostic
I like this thorough script from AgentFire, which keeps the conversation going with thoughtful questions. By actively listening to the seller’s responses, you’ll be able to identify their pain points and effectively demonstrate how you will resolve them.
Hi, this is [name] from [brokerage]. I noticed you have a home for sale at [address]. Is it still available? May I speak with the owner of the house?
I understand you’re selling the home yourself, and I respect that. I was just wondering if you are cooperating with buyer’s agents. And by cooperating, I mean, if one of my clients were to make an offer, are you willing to pay me the standard [insert your percentage here] commission in our area for the buyer side only?
If yes:
OK, that’s great! Could you tell me a little more about your home?
Ask about details such as room size, age of home, what the neighborhood is like, etc.
I have a few buyers right now, and they could be interested in your home. Can I come by and look at the property before bringing my clients?
If no:
I understand. By the way, I was wondering how much you’re asking for the house.
($xxx,xxx)
Let me ask you something. What made you decide to sell your home without hiring a professional agent and without cooperating with buyer’s agents?
(I don’t want to pay that much for a real estate agent, I had a bad experience with an agent, my son is a computer wiz who can list the home online, etc.)
I see. In fact, you’re not the only one that feels that way. Lots of folks who are selling their own homes have told me the exact same thing. Again, I respect your decision to sell on your own. But assuming that I could show you a way that I could net the [$xxx,xxx] you want for the house, possibly even more, by using our marketing plan, would you be open to it?
(I just want to get rid of my home, I don’t want to complicate things, a lot of Realtors have told me the same thing, etc.)
I hear you. If I may ask, what’s the main reason for your sale?
(We’re moving to a home closer to my workplace, we’re downsizing, we don’t like this neighborhood, the monthly payment is too high, etc.)
OK, that makes sense. [Congratulate the buyer if the move is a positive one]. And when do you need to be in your new home?
(In 2-3 months.)
Gotcha. So you have at most [number of days] to sell your home, do all the paperwork, and deal with the move. So what happens if your home doesn’t sell by then? Do you have a backup plan?
(I don’t know, I’d rather not think about it, we’ll deal with it as we go along, stay with my parents, rent an apartment, etc.)
Sounds like you’re not too happy about any of those options. Hypothetically, let’s say that I was able to sell your home, get you the highest amount the market is willing to pay for it, and help you avoid [unpleasant backup option]. Would that be a win for you?
(If you could do all of that, yeah, I guess it would.)
Tell you what: Why don’t we meet for a short 20-minute chat? We’ll take a look at your situation, do a property analysis, and I’ll let you know if I can make it happen. If I can’t, I won’t waste your time. I’ll tell you immediately.
(OK, why not? Let’s see what you have.)
Great! I’m available this afternoon at 5 p.m. Would that work for you?
Why it works: As with the Basic FSBO script, the agent’s goal is an in-person appointment. In this cold calling script for real estate, the seller feels heard because the agent asks thoughtful questions and validates their concerns while still offering a solution. This script is sure to set the tone for a great in-person conversation. Additionally, “I have a few buyers who might be interested in your property” is genius because it gets your foot in the door. Anyone who’s ever sold a house knows this is music to a seller’s ears!
4. Circle Prospecting Cold Calling Script
Circle prospecting is a great way to increase your exposure in neighborhoods where you’re already active. Deploy this circle prospecting script from the indelible Ricky Carruth to go after homes in neighborhoods where you’re the listing agent.
Hello, is this [Mr./Mrs. Name]? Hey, [Mr./Mrs. Name], this is [your name] with [your company].
How are you today? That’s good. Me too. Just enjoying this good weather outside. Isn’t it gorgeous today?
Pause and let them talk. Listen to what they say. Chances are high that you get into a conversation about the weather, back and forth. This will set the comfort level of the call. If it’s raining, talk about how nasty it is today. Adjust your opening to what the current weather is doing. When this part of the conversation is over, transition into the reason for your call.
Well, look, I don’t want to take up too much of your time today, but I wanted to let you know [market information, like “a house/condo was just listed in your neighborhood/complex” or “a house/condo just sold in your neighborhood/complex”]. I didn’t know if there was anything I could do for you regarding buying or selling real estate at this time.
Pause and listen. If they say yes, follow up and make a deal happen. If they say no, continue below.
I gotcha. Well, is there an agent in the area that you would work with if you did buy or sell in the area?
If the answer is no: OK, well one day you will want to buy or sell, and I would like the opportunity to work with you when that day comes. Would it be OK if we stayed in touch?
If they say yes: Great! What is your email address?
Awesome. Thanks so much. I look forward to speaking again soon!
Why it works: The great Ricky Carruth understands that not every cold call leads to a listing or in-person meeting. However, he considers a cold call successful if he can secure an email address. Put that email into an email marketing drip campaign, and with some top-notch lead nurturing, you might just be their new agent.
5. Open House Invitation Cold Calling Script
Here, Kevin Ward leverages all of the work that goes into hosting an open house by using it as a reason to cold call and extend personal invitations. This strategy becomes extra effective when you customize it to your unique situation.
Hi, my name is [name] with [brokerage].
I wanted to let you know about an open house event we are going to be holding for the [owner name] family over on [address] this [day] from [start time] to [end time]. You know where that is? I wanted to invite you to come by and take a look. [Mention any special treats or refreshments, etc.] And also I wanted to find out a few things from you:
Choose one question from the list to focus on:
- Do you know anyone who would like to move into our area? What are they looking for in a new home?
- Just out of curiosity, when do you think you might be ready to make a move of your own?
- If their time frame is 60 days or less: It sounds like our next step would be to schedule a time to get together and discuss the best way to make all this happen for you. Which would be the best time for us to get together, Monday at 4:15 p.m. or Tuesday at 4:15 p.m.?)
- How long have you lived here? Where did you move from? What brought you to this area?
- If you were to move again, where do you think you would go next?
- And how soon would you like to do that?
- If their time frame is 60 days or less: It sounds like our next step would be to set up a time to get together and discuss the best way to make all this happen for you. Which would be the best time for us to get together, Monday at 4:15 p.m. or Tuesday at 4:15 p.m.?
- If their time frame is 60 days or more: Fantastic! I look forward to hearing more about that at the open house on [date and time]!
Why it works: This is another opportunity to get in front of people. If you personally invite someone to come to an open house, not only are you meeting them in person, but they are getting to see you in your element! Additionally, I appreciate Kevin’s enthusiasm throughout—this script serves as a good reminder to be upbeat, friendly, and positive! Of course, people on the other end of the phone can pick up on fake sales telemarketer friendliness instantly, so make sure you’re being your authentic self.
6. Script Responding to an Online Buyer Query
If your marketing, website, and landing pages are doing their job, you should have leads filling in their information to get home valuations, property listings, and valuable free content. Now that you have this contact information, what do you do with it? This script is the perfect way to introduce yourself to buyer prospects and start what is sure to be a profitable conversation.
Hi, I’m [name] with [brokerage]. I received your information from the form you filled out online requesting [a neighborhood report/property information]. Do you remember filling out this form? Is now a good time to talk?
I called to confirm that you received the information I sent you, introduce myself, and answer any questions you might have. I have been an agent in [area] for [x] years. Last year was a record for me, actually—I sold [x] homes and helped [x] people find new homes, many in the area you’re interested in. That community is truly unique; it offers [list features of the neighborhood/community].
I know for a fact that some new homes are coming on the market soon in [community of interest to the lead]. Would you be interested in seeing some of them or perhaps meeting to discuss your home-buying needs?
Why it works: This script is professional, helpful, and concise. If someone is starting their homebuying journey, they will appreciate this agent’s communication style. While it’s not a true cold call since the lead has already made the first move, treating it like any other cold call will set you up for success with cold and warm leads.
I also love that the agent has confirmed that the potential homebuyer did fill out the online form. This further qualifies a lead and shows that the agent respects the lead’s time and wishes. It’s basically getting permission from the lead to make a pitch.
7. Real Estate Cold Calling Voicemail Script
According to Pipedrive, 80% of calls go to voicemail, which means leaving the right message needs to be an important part of your real estate cold-calling strategy.
Hi [first name], this is [name] with [ brokerage].
I’m calling because [reason for calling], and I would love to hear your thoughts. I will follow up with you [how and when], or you can call me back at [number]. I look forward to connecting with you soon!
Or, if it’s a second call:
Hi [first name], this is [name]. You mentioned [fill in the blank] when we spoke last week. I just wanted to follow up with you and see how things went. Let’s talk again soon!
Why it works: This option is great for real estate agents new to cold calling. Some strategists argue that leaving a voicemail can turn a cold call into a lukewarm one. It establishes who you are and why you’re calling in a warm and friendly tone, but it doesn’t include your pitch. The goal is to secure that following conversation when they call back or you make a follow-up call.
Tips for Leveling Up Your Cold Calling
Real estate cold calling requires much more than picking up the phone and dialing a random number. If you want to excel at cold calling as a lead generation strategy, here are some tips to follow and remember:
Tip 1: Prepare & Maintain a Positive Attitude
Build a strong opening that you feel comfortable with. Start with a friendly greeting and a clear introduction to why you’re calling. Or, mention something interesting, like a recent market activity or a specific property, to capture interest. Practice your opening real estate script with a friend or a colleague until it feels natural and confident. This sets the tone for the rest of the call, so ensure you’re optimistic about engaging your prospect.
If you get rejected, don’t take it personally. Rejection is a natural part of cold calling. Every agent gets rejected at some point. Instead of feeling discouraged, view each rejection as an opportunity to learn and improve your real estate cold calling script. Remember, persistence and a positive attitude are vital to turning cold calls into successful connections.
Tip 2: Let the Math Motivate You
A study by Baylor University on real estate cold calling revealed that, on average, it takes 209 calls to secure one listing appointment or referral. While this may seem daunting, here’s a silver lining:
A dedicated real estate professional making 100 calls daily, five days a week, can generate about two weekly listing appointments or referrals. Over a year, assuming you work 50 weeks, this results in around 100 prospecting appointments annually. So, rather than focusing on real estate objections, rejections, wrong numbers, and hang-ups, concentrate on the positive outcome of determination. The numbers work in your favor; consistent effort will lead to more listings.
Tip 3: Use an Auto-dialer
An auto-dialer keeps you focused and gets you through your call list faster. It can decrease your phone time by more than half. REDX’s Power Dialer claims to boost your call volume by over 400%. Wouldn’t that be more productive?
If you aren’t familiar with REDX, it is an essential tool for cold callers. It gathers all your expired, FSBO, FRBO (for rent by owner), and preforeclosure leads in one place. By aggregating data across the web, the platform compiles contact information into a single dashboard. Then, you can use the built-in auto dialer to knock down your call list every day efficiently. Want to start booking more listing appointments? REDX is offering to waive its $150 setup price for The Close readers.
Tip 4: Mind Your Timing
New agents often wonder about the best time of day for cold calling to achieve the best results. While opinions may vary, data from a Baylor University study indicates that the most productive time for cold calls is between 10 a.m. and 2 p.m. On the other hand, the least effective time to make calls is in the evening, after 5 p.m., as people are winding down from their day and may be less inclined to engage.
Start with these recommended times, and adjust based on your experience. Consistently calling during optimal times can increase your chances of securing appointments.
Tip 5: Track Your Results
Tracking your results is essential for improving your cold calling strategy. Record which real estate phone scripts yield the highest success rates and the most effective times to call.
Using the right tools enhances productivity and keeps your effort organized. With that, we suggest a good customer relationship management (CRM) tool where you can track your calls, the days and times you called, the number of conversations, as well as rejections. If you’re looking for an affordable, full-featured CRM, consider one of our top picks, LionDesk.
Tip 6: Always Follow Up
After the initial cold call, send a thank-you text message or email to reinforce your conversation and keep the prospect engaged. And just like your initial cold calls, time your follow-ups to avoid annoying your prospects. Remember, following up regularly and respectfully shows persistence and professionalism.
FAQs: Real Estate Cold Calling Scripts
How to do cold calls in real estate?
Start by researching and listing down potential leads, such as expired listings and FSBOs. Then, prepare your cold calling scripts real estate, and ensure you’re comfortable by reciting them out loud. Determine the best times to call, typically mid-morning to early afternoon, to maximize chances of reaching prospects when they’re available. It might sound complex, but everything will feel natural once you’ve gotten past a dozen calls.
What is the best cold call opening line for real estate agents?
A strong cold call opening line or LPMAMA script should be friendly and direct. You can begin by saying: “Hi, this is (your name) from (your company). I help homeowners in (your area) get top dollar for their properties. I’m calling to offer you a free home valuation and to answer any questions you might have about selling a home. Do you have a few minutes to discuss?” This approach can capture their interest and make them engage.
What are the 4 pillars of real estate cold calling?
The four pillars of real estate cold calling are preparation, rapport building, value proposition, and follow-up. Preparation involves research and writing your real estate prospecting scripts. Rapport-building is about delivering your real estate cold calling scripts clearly and confidently while establishing a connection. The value proposition is letting potential clients know about your services and how your expertise can help them. Lastly, following up means nurturing your relationships over time.
How to introduce yourself as a real estate agent sample script?
Introducing yourself during a cold call is much like presenting yourself when you’re door knocking. Start your cold calling script for real estate with: “Hello, this is (your name) from (your brokerage). I specialize in helping homeowners in (neighborhood) with their real estate needs.” Be polite, straightforward, and professional.
Bringing It All Together
Mastering real estate scripts for cold calling can be daunting. If you’ve wondered whether cold calling is the right strategy for you, try out our seven tested and proven scripts. Have you ever tried cold calling a potential client? How did it go? I want to hear your experience in the comments!
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