One thing virtually all top producers have in common is mastery of their scripts and dialogues. 掌握在顶级制作人手中, 一个好的剧本听起来完全自然, 轻松克服客户的反对意见, 让客户提前结束交易. If you’re ready to convert more leads into appointments and closed transactions, mastering the right scripts is the place to begin.

Did you know that most successful cold callers have their scripts in front of them even if they have been making cold calls for years?

While there are hundreds of real estate scripts to choose from, the real issue is identifying which scripts will work best for you and your business. 最好的剧本都很短, 问一个问题, 很容易记住, and strengthen the connection between you and the client. 他们还必须听起来没有剧本.

为什么有效使用脚本的代理如此之少

Agents struggle with scripts for a wide variety of reasons. 下面是一些最常见的:

  1. 他们不听

    代理第一次开始使用脚本时, they’re so focused on what to say that they often fail to hear what the client actually says. Here’s one of my favorite examples from the Mike Ferry Organization.

    代理: 你打算什么时候搬家?

    前景: 当我死去.

    代理: 什么时候呢?

    Although this script meets two important criteria of a successful script (i.e., 它很短，而且问了一个问题), the challenge in this case is that the agent failed to hear what the client is saying.

  2. 剧本太长了

    The longer a script is, the more difficult it will be to remember. 越短越好.

  3. The script is focused on telling rather than questioning

    The person asking the questions controls the conversation. Rather than focusing on why the prospect should hire the agent, the most effective scripts ask a series of questions instead.

  4. 听起来他们在用脚本!

    5. For a script to work for you, it must mirror how you normally speak. 如果它不符合你的语言模式, it comes off as sounding artificial and breaks the connection with the prospect.

    Consequently, begin by reading the script out loud and recording it on your mobile device. 如果听起来不对，那就重写剧本. Repeat the recording and replay process until it sounds natural. Continue to replay the recording until you can repeat the script from memory and it sounds natural.

    The main elements of a script are a greeting (avoid Hello because it starts with an upstroke that makes you sound weak), 你的名字和公司, 你打电话的原因, 最后一个问题. Here’s an example of this basic format for prospecting for first-time buyers:

    代理: 早上好. I’m Sally Agent with ABC Realty, and I specialize in helping renters become homeowners. Is help with becoming a homeowner a service you want?

    前景: I’d like to become a homeowner now but don’t have the down payment.

    代理: Let’s set a time to meet where I can go over the different down payment assistance programs in our area that can help you to buy now. 明天上午10点怎么样.m. 为你工作，我愿意为你工作.m. 是更好的?

永远记住, your primary goal when you use a script is to set a face-to-face appointment where you can get a contract signed!