speech on real estate

How To Perfect Your Real Estate Elevator Pitch (+ Examples!)

Elevator pitches are a vital part of your real estate business - Here are some scripts you can modify for your next conversation!

Elevator pitches are a vital part of nearly every business. Getting your mission, experience, skills, and services out in a quick pitch is a valuable asset to have. It helps to quickly connect with clients and give them the information they need to know if you are a good fit for them.

Knowing how to carry a conversation and motivate your leads to ask questions is an important skill for a real estate agent.   

A well-developed elevator pitch can set the stage for these kinds of connections with clients. Part of having the perfect “elevator pitch” is being able to adapt based on who you’re talking to and what you’re trying to achieve. Let’s dive into how to perfect your real estate elevator pitch to start attracting more leads.   

Table of Contents

What Makes A Good Real Estate Elevator Pitch?  

A concise and well-scripted elevator pitch can make all the difference. Ideally, your elevator pitch for your real estate business should be 20-30 seconds long. This ensures you keep your lead’s attention while skipping any fluff or unnecessary details.

The verbiage of your pitch should set the tone for the rest of this conversation. If your tone focuses on getting things done, it can help set the tone to take action and continue the conversation toward conversion.   

Your real estate elevator pitch should cover your bases to showcase how you are a local expert in the industry. Wording your pitch well will help the leads see that you are the agent they’ve been looking for to buy or sell a property.

If your services as a real estate agent are the “home” in this analogy, your elevator pitch is your “curb appeal”. This is incredibly important, especially for getting would-be clients through the door. Perfecting your real estate elevator pitch in this way will help make your leads want to continue the conversation and follow up with you about your services.   

Where Should You Use Your Elevator Pitch?  

There’s a time and place for everything. Perfecting your real estate elevator pitch helps you to be ready whenever an opportunity presents itself. There’s nothing more debasing than being caught off guard and stumbling over your words when it comes time to pitch your real estate services.

In the past, elevator pitches were primarily used in person when you encountered someone who could potentially be a lead. Now, however, the internet has opened up many opportunities to use your elevator pitch.   

Having a well-worded and concise elevator pitch for your real estate services means you can use this in many places on the internet including:  

• Social media posts  
• Comments and replies on blogs and posts  
• In email conversations  
• The about section on your real estate website  

The same concise quickness of a 20-30 second elevator pitch for in-person interactions is equally beneficial online. It’s a few quick sentences for leads to read instead of having to digest a lengthy text that will likely lose interest.

Use your real estate pitch wherever you interact with leads to help encourage them to continue the conversation and follow up with you about your services.   

The Typical Real Estate Elevator Pitch  

One way to perfect your real estate elevator pitch is by looking at some examples and picking out the things you like and things you don’t. Let’s take a look at a fairly typical elevator pitch that many real estate agents use on platforms like Facebook or NextDoor to connect with leads who are looking to purchase a home:  

“Hi! I’m [name], a local realtor, born and raised in [city]. I would love to answer any questions you have and I am available to help with any real estate needs! I have a 5-star rating and am experienced with 1st-time buyers up to million-dollar listings! I go the extra mile for my clients and I think that’s why my clients are good friends beyond just work. Here’s my number, I look forward to hearing from you! Have a fabulous day!” 

It’s not a terrible pitch. It covers some information about the agent’s experience and area of expertise as well as their accomplishments. The biggest problem with this pitch is that it is not unique. This means it won’t stand out or encourage leads to continue the conversation and follow up. If another agent can copy/paste your message, change out the name and post it as their own message, it’s not highlighting your unique talents.

“If you want more success, you need to start paying attention to and expand the things that give you the most leverage.” That’s from Allan Dib, author of the 1-Page Marketing Plan . He’s absolutely right. In your marketing, you want to draw out the things that make you the obvious choice.

Whether you focus on your close rate, your years of experience in your local area, your skills with open houses, or whatever else, focus on what makes you the local expert in your area.  

The “Hero’s” Journey  

Allan Dib wrote the book 1-Page Marketing Plan and it’s a valuable source of information for real estate agents to craft their marketing and business to increase conversion rates and make profitable sales. In his book, Dib references the “hero’s journey”.

This is a popular marketing technique where you take your leads through a problem and eventually arrive at a solution. The key is to make the solution involve using your services: “Good marketing takes the prospect through a journey that covers the problem, the solution, and, finally, the proof,” Dib writes.   

We refer to it as the “Hero’s Journey” because it’s your leads, not you, who will be the hero of this process. Generally speaking, when you’re marketing to people, you want to keep the focus on them, not yourself. With that in mind, let’s take another crack at writing that real estate elevator pitch:  

Hero’s Journey Elevator Pitch:  

“You know how there are so few homes for sale right now? Homebuyers are having a real problem finding a home. What we do is actively promote our buyers’ needs to homeowners in our database who’ve expressed an interest in selling. This works so well, in fact, that we’ve found homes for 25 buyers just this month.” 

See how that’s a more personal and interesting pitch that engages your leads? It addresses a common problem, in this case, a lack of inventory. The pitch goes on to explain how your team can solve it, while also displaying local authority with impressive sales numbers. With the pitch falling within the 30-second window, it hits all the marks for a great real estate elevation pitch.  

Another Great Hero’s Journey Elevator Pitch:  

Let’s take a look at another real estate elevator pitch that uses the Hero’s journey technique for some more inspiration for perfecting your pitch:  

“A lot of homeowners are afraid they’ll end up homeless when they have to sell their home before buying another. We specialize in working with these homeowners and use strategies that have proven quite successful. In fact, we’ve never had a client end up homeless or stuck in a temporary rental.” 

Let’s dissect this and see why it perfectly utilizes the Hero’s Journey marketing technique. It highlights a problem. In this example, the problem is not wanting to sell out of fear of not having a home to move to.

The pitch then proposes a solution: working with a team that understands that fear and has the talent to help you find your next home while you’re in the process of selling.  

How To Use The Hero’s Journey Marketing Technique  

From these examples, we can see that using this marketing technique makes your elevator pitch much more engaging and unique. These are exactly the characteristics you want to incorporate to help motivate leads to continue the conversation and follow up with you about your real estate services.

So how do you use the Hero’s Journey technique for your elevator pitch?  

• Consider the prospect’s pain point.  
• Craft your pitches to prove you can solve their dilemma.   
• Play around with that formula to find the most well-rounded and captivating pitch.   
• Keep the pitch consumer-focused and not self-focused to help you end up with a winning elevator pitch.

How To Get Your Real Estate Elevator Pitch Out There  

Once you have a real estate elevator pitch that you are proud of it’s time to use it! Let’s look at some great ways to get your elevator pitch out there to start attracting leads and increasing those conversion rates!  

Use It For Quick, Timely Responses To Leads  

How quickly do you reply to all your inbound leads? Do you respond to them in under five minutes? If not, you really should consider doing it.

This can make all the difference in lead staying hot. Prompt communication shows you value the time and energy of your leads which will help encourage them to see that you are a great fit for their real estate needs. Here are some ways to ensure you consistently have quick, timely responses that make the most out of your elevator pitch:  

• Consider having an administrative assistant promptly reply to email inquiries with your elevator pitch.   
• Set up an automated system that utilizes your elevator pitch to make sure your information is getting to the leads as quickly as possible.   
• Make a habit of adding the contact information for leads as quickly as possible to your CRM so they don’t miss out on any correspondence.   

Stay On Top Of Collecting and Using Contact Information For Leads  

What good is the perfect real estate elevator pitch if you have no one to send it to? This is why it’s so important to stay on top of collecting and using the contact information for your leads. You can do this by researching clients.

Often people will have their emails or contact information on their social media which you can then in turn add to your CRM. Phone numbers are particularly successful in engaging leads but the truth is that different methods of communication work for different people.

Here’s a list of some communication methods to work on collecting for your leads so you can pitch them your real estate services:  

Stay Consistent With Communication  

Whichever communication method engages your leads, be sure to continue to nurture the connection to grow the relationship. I recommend setting up an auto-responder that every incoming email address you get falls into. An auto-responder is a string of messages that every incoming lead gets. You should use yours to educate your clients as much as possible. Education helps your clients feel empowered in their decision-making while also building trust that you are the local expert they can turn to should they need real estate services.   

It’s important to remember that not every lead you get today will be in the market to buy or sell soon. Building a connection and relationship with them will ensure that when the time comes for them to buy or sell, they’ll know who to turn to. The auto-responder lets you send educational information to them in the meantime and keeps you front of mind in the process.  

To Sum It Up  

Lead generation and client conversion are huge factors in the success of a real estate agent. Perfecting your real estate elevator pitch will help attract and foster relationships with leads.

Your pitch should be unique and engaging while highlighting the customer’s perspective and instilling trust in your expertise and abilities in the market. You want to establish yourself as the local expert through your elevator pitch.   

To get from attracting leads with your elevator pitch to closing deals, you need to foster the relationships through whichever communication method your lead prefers. Continue to provide educational resources and information to your CRM to keep you as their top choice when it comes time to buy or sell their property.   

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Real Estate | How To

How to Create a Real Estate Elevator Pitch (+ Examples)

Published December 6, 2023

Published Dec 6, 2023

REVIEWED BY: Gina Baker

WRITTEN BY: Kaylee Strozyk

This article is part of a larger series on Real Estate Lead Generation and Marketing .

Real Estate Elevator Pitch Training Deck

1. gather the right information to share.

• 2. Identify Your Target Audience & Speak to That Audience

3. Organize Your Real Estate Elevator Pitch

4. practice, practice, practice, 5. collect contact information, real estate sales pitch examples, what to avoid in your real estate elevator pitch, frequently asked questions (faqs), bottom line.

As a real estate agent, you should be prepared to meet new leads or business connections at any time. An elevator pitch is a short but clear description of your business, including your unique offerings, ideal audience, and the next steps for the listener. Having an elevator pitch makes it easy for you to establish your brand and expertise with new connections and bring them into your marketing funnel. We’ve gathered five steps to create a strong real estate elevator pitch and examples for inspiration.

Crafting a successful real estate agent elevator pitch is crucial to building a strong business, so you shouldn’t have to do it alone. Your brokerage may offer specific training on how to create one and provide opportunities to practice your pitch in front of other agents before using it to generate leads. If not, watch our video and download our free PowerPoint training. You’ll learn how to organize a successful elevator pitch that showcases your professionalism and generates real estate leads for your business.

FILE TO DOWNLOAD OR INTEGRATE

Free Real Estate Elevator Pitch Training Deck

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💡 Quick tip:

To convert prospects into clients and generate referrals, real estate agents require CRM software that automates drip lead nurturing and email marketing campaigns with listing advertisements. For robust email tracking, notifications, and marketing automation, check out HubSpot.

The first step to creating the best sales pitch for real estate is to carefully select what information to include. A strong realtor elevator pitch should highlight your expertise, demonstrate your value, and leverage the power of your brokerage. Although not every detail will make it into your final pitch, write it all down during the brainstorming phase. This will help you narrow down the best options and create variations for different scenarios.

To gather all the information you may want to include in your real estate agent elevator pitch, consider four primary categories:

To help you gather all the right information, download our free list of real estate elevator pitch questions. Print this list and write out your answers to help organize your thoughts.

Real Estate Elevator Pitch Questions

Pro tip: While answering any of these questions, write down any client success stories that come to mind. Having examples will help you demonstrate how your unique skills have assisted other clients with their real estate transactions. Anecdotes and stories can be added to your pitch or used when potential clients ask further questions based on your elevator pitch.

2. Identify Your Target Audience & Speak to That Audience

A strong real estate agent elevator pitch will clearly appeal to your target audience and will define your ideal clients for others. As you write your pitch, consider the audience you want to reach. Consider what your audience wants to know, and include real estate terms and action items your niche client should know. With the core elements in mind, make sure you can adjust your elevator pitch for different people or events.

For example, if you are attending a networking event with experienced real estate investors, your language will be different than at a seminar for first-time homebuyers. A real estate investment pitch should include terms like net operating income, cash flow, equity, and debt-to-income ratio. Alternatively, first-time home buyers would need basic information in plain language about pre-approvals, appraisals, mortgage contingencies, and how you will support them and help them reach their goals.

Next, based on your answers to the questions above, organize your elevator pitch to create engagement and curiosity and leave room to continue the conversation. You are free to structure your sales pitch however best suits you, and adjust it over time as you learn more about what people respond well to. However, many agents find it easier to create their pitch by following a template or viewing real estate pitch examples. A common real estate elevator pitch formula is from Allan Dib of Successwise :

“You know how [pain point]? Well, I [your solution]. In fact, [proof].”

Example: “You know how many young professionals think they need to save thousands of dollars before they can buy a house? Well, I help young professionals and families buy their first home without large upfront costs. In fact, last month, I helped a family of five close on a home with a large backyard for the kids with no down payment at all.”

An alternative formula could look like this:

• Present the problem: Your opening line should address a specific real estate problem you can solve for the potential client in front of you. The opening line can be formed as a question or statement but should address the issue head-on.
• Introduce your solution: Clearly describe your solution to the problem and what it looks like for your clients.
• How you solve the problem: Describe how you solve the problem for your clients, like technology, client education, or marketing.
• Why you want to solve the problem: Add information about what drives you and why you’re interested in solving the posed problem for your clients. Expressing your personal experiences can build a connection between you and your leads.
• Call to action: Bring the conversation back to the prospect by using a call to action (CTA) so they can voice their concerns, add to the conversation, or ask questions. The goal of the CTA in your elevator pitch is to finalize the connection, capture their contact information, and ultimately get a new lead.

According to the National Association of Realtors (NAR), 67% of buyers and 80% of sellers contacted only one real estate agent before beginning their transaction. When you have the opportunity to give your realtor pitch, you have an incredible opportunity to form connections and generate real estate leads .

With your 30-second real estate pitch constructed, it’s time to practice it until it comes naturally. While it’s important to have the pitch memorized, you also need to remain flexible enough to adapt it on the fly for different audiences. To maximize your confidence, here are a few different methods to practice your pitch:

• Practice saying your real estate elevator pitch in the mirror
• Print it out and keep it with you to re-read and practice it frequently
• Record a video of yourself giving your pitch and watch it back
• Ask friends and family for feedback

Although these actions will feel uncomfortable, being successful in real estate requires you to overcome your weaknesses and push yourself out of your comfort zone. Without practicing and getting feedback, you are more likely to forget or stumble over your pitch during a meeting with a potential client or new network connection.

The purpose of having a real estate agent elevator pitch is to grow your business by generating leads, building your network, and ultimately strengthening your real estate brand recognition. However, the pitch alone won’t automatically increase your income or make you an authority in your community. You must use your elevator pitch as a gateway to gathering contact information and building authentic connections.

Agent dashboard with reminders (Source: Market Leader )

There are many different ways to easily capture someone’s contact information, both online and in person. Make sure that their information goes directly into your real estate customer relationship manager (CRM) so you can prevent them from falling through the cracks. For example, Market Leader’s CRM allows you to automatically send texts and emails to your leads with personalized messages or listing updates. It also provides a customizable real estate website and a complete marketing suite to create and send direct mail to your leads.

Visit Market Leader

Pro tip: Having real estate marketing materials prepared will make it easy to build connections in any scenario, whether you’re hosting an event as a real estate professional or just running into someone at the grocery store. Make sure you’re prepared by having:

• Real estate business cards
• Real estate website
• Active profiles on the top real estate social networking sites

With an understanding of the elements that make a successful elevator pitch, it’s wise to view other examples. Check out the following real estate sales pitch examples as you create your own. You can also copy and paste these into a document and reword them to fit your style.

• Buyer Example 1
• Buyer Example 2
• Seller Example 1
• Seller Example 2

“It’s difficult for first-time homebuyers to navigate and purchase in a seller’s market because of bidding wars, the low number of days on the market, and higher-than-normal market prices.”

“We specialize in working with first-time homebuyers in this situation by educating them on the sales process, having responsive communication, and using database tools to get access to off-market listings. Homebuying details cannot be overlooked, so I meet with my clients to review each step of the sales process and answer questions. I will also demonstrate our off-market database to show my clients how we find quality listings that meet their search criteria.”

“As a former teacher, I choose to work with first-time homebuyers to educate them on the homebuying process. It’s important to me to give my clients confidence in their decision-making throughout the transaction.”

“Tell me about your homebuying journey.”

Copy to Clipboard

“Are you finding it a challenge to see a home you like in person before it goes off the market?”

“We have worked with over 400 first-time homebuyers to overcome obstacles seen in a seller’s market by following a strategic plan of client education, consistent communication, and technological database tools. Our brokerage works as a team to create custom searches through our database to guarantee you are viewing the most up-to-date market information. You will receive consistent email updates with new listings, price changes, and recently sold homes so you can understand the current market trends.”

“My brokerage has a collaborative environment that inspires me to work with my clients as a real estate team. I also love learning about the current market trends and imparting that knowledge to my clients so they feel confident when buying a home.”

“What are your thoughts about the current market?”

“When selling your property in a seller’s market, you must be competitive to attract multiple offers.”

“We specialize in working with sellers to advertise their listing on multiple platforms, design creative and engaging marketing materials, and bring in qualified buyers. Before listing a property for sale, I like to provide an extensive listing presentation to outline the process, address your questions and concerns, and explain my role throughout the transaction.”

“As a resident of the area, I am very familiar with the market trends and the community highlights that can draw in potential buyers, like restaurants, landmarks, and events. I like to use this local knowledge to guarantee that my client’s home is priced properly for a quick and seamless sale.”

“How long have you been living in the area?”

“How long has your home been on the market?”

“In a seller’s market, it’s best to minimize the number of days on the market to bring in the highest offers. Our company has worked with over 500 homeowners to sell their homes in an average of 10 days and 8% over ask. We use predictive technology to advertise to clients interested in buying sooner than later.”

“As an avid tech nerd, I have found that predictive technology in conjunction with social media is an effective way to attract clients and entice multiple offers. I love to create and review reports with my clients to demonstrate our technological abilities and determine our best avenue of success for a quick sales transaction.”

“Have you tried social media marketing and advertising to sell your home?”

There are several elements to avoid in your real estate elevator pitch, like making it too long or wordy. By following our steps and tips and thoroughly practicing your pitch, many of these will naturally be eliminated, but take a moment to review them before moving forward with your pitch:

• Do not start with “I’m a real estate agent”: This may be your first instinct at a networking event, but most people have preconceived notions of agents that will prevent them from hearing the most important pieces of your pitch.
• Don’t talk too fast: When you are nervous or uncomfortable, it is natural to speed through a conversation or speech, but this can deter potential clients from having an understandable discussion. Practicing your elevator pitch on your own and with friends and family will prevent this obstacle.
• Don’t use “um” or “like”: Speak confidently and practice your elevator pitch to avoid any unnecessary mumbling or stumbling.
• Eliminate repetitive or unnecessary information: Although you want to connect your thoughts, review the wording of your pitch so as not to repeat yourself. Don’t waste valuable time by including self-explanatory or irrelevant information.
• Don’t exceed 60 seconds: It’s called an “elevator pitch” because it should be deliverable in about the same time as you’d be on an elevator with the other party, so keep it short and memorable. Say your elevator pitch, have an informative conversation, exchange contact information, and then continue circulating to maximize lead generation opportunities at networking events.
• Don’t use monotone language and movement: People will not only choose you as their agent for your skill but also your personality. Move naturally and show off who you are.

How do you write an elevator pitch for real estate?

To write a compelling real estate elevator pitch, start by gathering the right information about yourself, your business, and your target audience. Build a structure that clearly communicates your brand and expertise. Make sure to conclude your elevator pitch with a question or call to action, and be prepared with easy ways to capture the new lead’s contact information.

What is an example of a hook in an elevator pitch?

A hook in an elevator pitch captures attention by highlighting a pain point of your target audience. It could be, “Are you tired of missing out on ideal houses because of bidding wars?” or “Imagine being able to purchase and move into a new home without depending on contingencies!”

What is the elevator pitch formula?

There are multiple versions of elevator pitch formulas from professionals in real estate or sales industries. The bottom line of every formula is that your pitch must include a problem your audience has, your solution, how you help clients solve the problem, and the next steps.

When real estate agents are asked the question, “What do you do?” having an elevator pitch prepared will help them communicate their business clearly and accurately to build new connections. A well-executed real estate elevator pitch encourages continued conversation and generates leads for your real estate business. Showcasing your skills, interests, and value as a real estate agent will come in handy during casual discussions and networking events.

About the Author

Find Kaylee On LinkedIn

Kaylee Strozyk

Kaylee Strozyk is a regular contributor for Fit Small Business, specializing in real estate. She's a freelance SEO copywriter for real estate, B2B, and SaaS companies

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REAL ESTATE

• 15 Super-effective Real Estate Cold Calling Scripts [Download PDF]

Download the highly effective real estate cold calling scripts for different situations.

• Real Estate

Cold calling, when done right, can help you set up those appointments you need.

But you must remember the following ground rules for effective phone calls. 

• Research about your prospects, their needs, and preferences. Your prospects must feel that you understand their requirements. 
• Practice cold calling scripts beforehand. It will give you the confidence to talk effectively with the prospects.
• Show enthusiasm to sell the property. Buying a home is a lifetime event for many. Also, selling a property is a one-time deal for some. They must feel that you’re as enthusiastic as they are to make their dream come true. 

To help you get started, here are highly effective real estate cold calling scripts for different situations that will help you engage with your prospects.

You can also  download the pdf  to share with your friends or refer to it later. 

15 Cold calling scripts for realtors

1. calling script to introduce yourself as a realtor.

Here’s a script for interacting with someone with whom you have never talked before. It will help you understand the level of interest by getting your foot in the door. If the prospect does not respond, you can move on to the next one or engage further to understand their interests.

You:  Hi, I am [Name] working with [Organization] . It’s really good to finally reach you. Is this a good time to talk? At this point, you need to wait for a response. They may be driving or maybe having a few busy days. Regardless of what their answer is, empathize with the situation. You can use one of the following scripts to reply. You:  I completely understand that you are busy. It’s [Prospect’s Name] , right? or You:  Sure [Prospect’s Name] , I understand your frustration. Do you mind if we talk later? or You:  Yes [Prospect’s Name] , I understand you’re short on time, so I’ll get to the point.

With this cold calling script, you can understand the prospect’s interest in buying/selling a property. And this information will help you in follow-up phone calls.

2. Pitching your services as a realtor

You need to understand why someone would sell their property.

For instance, homeowners usually sell their homes because of financial reasons. Therefore, they try to get the most they can out of their property. Often, they avoid real-estate agents as they may have prior negative experiences or assumptions that contacting a real estate agent would cost them money.

As a real estate agent, your task here is to convince them that you can save them more money or help them get a better deal. Here is a script that can help you engage with a prospect by empathizing with them.

You:  Hi, I just came across your listing on [Website] , and I have a few questions regarding the home you have for sale. Are you the homeowner? Prospect:  Yes You:  I am [Name] , and I am working with [Organization] . I called you because I know a few clients looking for properties like the one you’re selling. Would you mind sharing your ask price? Prospect: [Shares their price] You:  That’s great. Are you working with any real estate agent right now? Prospect:   [Answers yes or no] If the answer is yes, you can ask them to call you back if required. Otherwise, if the answer is no, that is, they have not connected with any realtor, you can continue with the following script. You : Okay. May I ask you why? Prospect : I don’t feel like they can help me. I have had a few negative experiences in the past. So I have not contacted any real-estate agent for selling this house.  You : Okay. I would not want you to go through the same experiences you went through before. I am not asking you to hire me, but I would like to give you some information that will help you get a better deal. It is something you want, right? Prospect : Yes. You : Alright. Let’s connect over a coffee. Does [Proposed Date] work for you?

The idea here is to understand why the prospect is not interested in a real estate agent. So, you will have to convince them that working with you will surely benefit them. They will not lose out on any money. After they are convinced to talk to you, you can tackle other issues in follow-up meetings.

3. The circle prospecting call script

Circle prospecting works based on your area of influence. You make a sale, and then you reach out to others who live in the vicinity. Since you have location-specific information, you now have a formal excuse to call people. Circle prospecting can help you with referrals and lead generation. However, it is a challenge to know what your prospect is up to – are they buying, selling, or moving out. This issue makes circle prospecting scripts variable.

Donna Stott  at Your Coaching Matters puts it this way:

“ Scripts should be nothing but conversation starters and enders. The juice is in the middle, which cannot be scripted. That’s where you build rapport and connect.”

So, here is a script that can help you with circle prospecting.

You : Hi, I am [Name] , working with [Organization] . I recently sold a house in your area, and we still have a few interested buyers left. We are looking for new listings in your area right now. Are you aware of anyone who may be interested in selling? If you are interested in selling, what would be the best price for your property?

4. Leveraging a recent sale you made

If you made an exceptional sale, you could call up others in the area to know if they are interested in selling their property. It is similar to circle prospecting. But here, you are advertising the sale you made instead of looking for references. This way, anyone wants to sell their property will know that you are the right person to get in touch with.

The script for such a cold call is quite simple.

You : Hi, I am [Name] from [Organization] . Am I talking to the homeowner? Prospect : Yes You : Just contacting you to let you know that I sold a property at [Address] for [Amount] . Presently, there is a lot of interest in properties like yours. Are you interested in selling your property?

The above statement should trigger their thinking. You already know from your research that this person was thinking about selling their property. Now they know that a property like theirs sold for a handsome amount. So, the right move from them would be to reach out to you. If the prospect shows interest, then you can provide them with more information regarding the sale that would paint you in a good light.

This script serves two functions: It makes the prospect think and positions yourself as a viable option.

5. Becoming a community champion

If you have worked in an area for a long time, you can leverage that expertise. By positioning yourself as an expert in property sales in that region, you can win the trust of locals. Use the following script to show that you’re the go-to option for sellers in that locality. 

You : Hi, I am [Name] from [Organization] , and I have been a resident of [Location] for over twenty years. As a real estate agent, I have helped numerous homeowners find buyers in this area. If you are looking forward to selling your home in the next thirty days, would you be open to a discussion?

The above call script directly gets to the point. The prospect may say yes or no. But even if the seller says no, they will know that you live in the area and will contact you if they need anything in the future. They may even refer you to friends and family members who are looking forward to selling their property.

6. Using the FOMO technique

FOMO or Fear-Of-Missing-Out creates a sense of urgency amongst people. Salespeople often resort to guilt manipulation, pushing, or making empty promises, and often, these malpractices make customers avoid real-estate agents. So, avoid those tactics. However, if you are making an aggressive sales pitch , you can use FOMO. Here’s the script to get started.

You : Hi, I’m [Name] , and I work at [Organization] . I wanted to share a quick update regarding the real estate market in [Location] . Almost [Number] homes have been sold in the last [Number] days, and I have recently sold a house owned by [Customer’s Name] for [Amount] near your location. Do you know them? Prospect : Yes You : So, where were you before you moved here? Prospect : [Response] You : And if you are planning to move again, where would you want to go? Prospect : [Response] You : Great! And when are you planning to move?

Now, depending on their response, you can propose a follow-up meeting if they are interested. You can let them know that you have helped many people in that area sell their properties, and you can help them if they are willing to make the sale in a month or so. The idea is to create a sense of urgency. Your prospect will feel that without you, they may lose an attractive deal.

7. Real estate cold calling script for expired listings

The expired listing shows that there has been some issue with the sales process. However, as a real estate agent, you should not try to find faults of the owner or the previous agent. At this point, the clients are generally emotional because the sale did not happen. Plus, a lot of real estates agents are already contacting them. So, talk to the client, give them free information and build trust before you schedule a meet. You can have short exchanges and get some information.

You : Hi, I am looking for [Prospect’s Name] . I am [Name] , working with [Organization] . You know that your home came up as an expired listing. I was wondering if you’d like to interview the right agent for selling your home. Prospect : No, I don’t have any plans. / Yes, maybe I’ll start after a little.  You : If you sold this home, where would you move? Prospect : [Place] You : Oh, that’s great. How soon do you have to be there? Prospect : [Response] You : So, what stopped you from selling the house?  Prospect : [Response] You : How did you get in touch with the previous agent?  Prospect : [Response] You : What do you like the best about your earlier agent? Prospect : [Response] You : What do you feel they could have done better to sell the house? Prospect : [Response] You : What do you expect from the next agent you will be working with? Prospect : [Response] You : Have you already chosen someone to sell your home? Prospect : No You : I would like to apply for the job of selling the home. I use [Technique] to sell homes. What would be the best time to give you a demo?  Prospect : [Possible Meeting Time]

According to Dale Archedkin, the founder of  Smart Inside Sales , 

“ The best scripts are mostly composed of questions, with very little telling on the agent’s part. Agents should understand WHY they are asking questions and which questions are the best to ask.

My favorite technique is asking really great questions and keeping the prospect doing the talking. The more the prospect talks, the more they like you, and the more likely it is they will do business with you. The more the agent does the talking, the less a prospect likes you and the less likely they are to do business with you.” 

8. Script for engaging internet leads

With internet leads, you generally have more information about the prospect. It is because you know what listings attracted their attention and how long they spend on each website. You can call them and converse according to the following script.

You : Hi, I am [Name] , working with [Organization] . I was going through my notes, and I do not see that you purchased a home you were looking for. Did you make a purchase recently? I wanted to update my notes. 

At this point, you can go quiet and let the prospect do the talking. Interested clients will talk about what they were looking for and why they did not get the property. You can even use the following three open-ended questions to turn a prospect into a customer.

1. When would you like to see the property? 2. What else would you like to see? 3. What do you find interesting about this property?

You can also use Real Estate CRM software to track the lead activities, and call them when they’re still on your website.

9. Scripts for generating leads from open house events

Hosting open house events may not lead to sales directly, but they are great for numerous other tasks. They can help uncover potential listings in the area. They can help you find potential buyers, get new referrals, and more. Also, they can be a great way to know more about the area and the people who live there.

There are numerous ways to get contacts. You can host contests or visit homes in the neighborhood. Here are a few scripts to capture leads during the event.

You : Hi, I would like to keep you updated if any properties you may be interested in comes up on the market. It’s hard to stay updated on the market right now since it’s so hot. But if you share your contact, I’ll let you know if I come across anything relevant. or You : I am going to select a lucky winner for a contest. And I will contact them over email. Make sure you sign up so that you don’t miss out! or You : Thank you for coming over to this event. I met a couple of homeowners today who I’ll be visiting to know the neighborhood better. Those who are interested in listing their homes on the market can leave their contact with me. I’ll make sure that you’re the first to know as soon as I get any updates on the market.

10. Voice mail script for property sales

Often, your calls will go to voice mail. It may feel like a missed opportunity. However, since this is your first contact with the homeowner, you can leave an engaging message. The message should sound as if it is from someone familiar. You can even tailor your pitch according to the prospect or area. Here is an example.

You : Hi, I am [Name] working with [Organization] . We have just listed a home in your area, and if you know anyone looking to move, just let me know. Thanks!

11. The elevator pitch

Every realtor must have a script that introduces themselves without appearing robotic. They must sound natural and convincing. Here is an example.

You : Hi, I am [Name] . Last week I sold a property in this area for a price significantly higher than the asking price. I understand you have a tight deadline for selling your property. I do have some plans to get your property moving on the market. Let me know when we can set up a meet.

Objections are common in an elevator pitch. You should always show empathy but also ask for details.

12. Phone call script for someone you already know

When you already know someone, you can get a head start on other agents. Since you already know the prospect, you can build up a conversation and then make the pitch. An example script would look like this:

You : Hi [Prospect’s Name] , this is [Name] ! We met at [Event] , remember? How have you been? You can keep this conversation going without mentioning that you are a real estate agent. However, be honest and let them know why you got in touch with them. You : As [Reference] might have told you, I am a real estate agent working for [Organization] . I am getting in touch with friends and family to know where they are with their properties and if they are planning to move. Have you considered anything regarding your property?

If you are having this conversation with someone you know, it will be easy to build trust and keep the conversation real. Even if they say no, you can still have a productive yet casual conversation and gather information.

13. To-the-point cold calling script

Cold calling can consume your entire schedule. So, for some prospects, you should keep a short pitch. Here is an example.

You : Hi, I am [Name] , working with [Organization] . My agency has some buyers who are interested in properties in your area. Are you looking forward to selling a home now or shortly?

Here, you will get a yes or no answer. If it’s a no, you can update the record in your  CRM  as “not interested” and move on. Otherwise, you can use your next pitching technique.

14. A script for the property owner who is already selling

People with prior negative experiences with realtors often try to sell their homes privately. These people often struggle and feel defeated. Here is how you can help them out.

Note that if the seller is already in touch with another agent, do not use this script.

You : Hi, is this [Prospect’s Name] ? I am [Name] from [Organization] . I suddenly came across your house listed privately. Have you had any success? Prospect : No You : Yes, the market is a little slow right now. How long have you been on the market? Prospect : [Response] You : Have buyers approached you yet? What sort of response did you get? Prospect : [Response] You : Where are most of your buyers coming from? Are you solely relying on the Facebook post you made? Prospect : [Response] You : Thanks a lot for sharing this information. I just wanted to know where you are with the sale. If there is anything I could do to help you, then let me know. We have a few buyers who may be interested in the property.

This script may lead to a few objections, but you need to assure the prospect that they are in control of the sale. However, if they want to change their mind, you can ask them about the property price.

15. A script to stop talking about commissions

When talking about selling a property, a lot of clients are stubborn about the commission rates . Getting locked into a conversation about commissions can get ugly. The best way to manage this situation is to suppress it early on in the conversation.

Prospect : I do not want to pay more than a [X%] commission for this sale. You : I understand. I am making a note that you do not want to pay more than [X%] . Let me know when you are free to meet. Is tomorrow a good day, or should we meet on the weekend?

Acknowledge the terms that the prospect is putting. However, you do not need to agree immediately. It will give you some room to negotiate later. If you disagree and the prospect does not provide any room for negotiation, there is no point in going ahead with that call.

Real estate cold calling best practices and tips to get over your fears

Some sales reps like talking to people, and therefore they like the cold calling activity as well. But many salespeople, especially when they’re new to the business, find cold calling challenging. Nonetheless, just a cold call cannot guarantee a sale. It also matters how effective your pitch is and if you were able to impress them. 

Cold calling requires practice and patience. Here are the tips to improve the success rates of your cold calls.

1. Role-play

Real estate agents have to deliver impeccable speeches in a noticeably brief time. You cannot fumble even once. You need to start a conversation and get relevant information over a phone call. It is a skill that needs practice. You can practice role-play and rehearse with friends to see noticeable improvements in your pitch.

2. Stand up

The next time you get into a complex conversation, stand up. You will notice how the energy shifts at once. You will feel more authoritative and energetic when compared to slouching on the chair. Have a look at the increasing popularity of standing desks, and you will understand.

3. Use scripts

Real estate cold calling scripts are a terrific way to get started with calling prospects. You will know exactly what to say when you pick up the phone. Navigating conversations becomes much easier with scripts. However, having scripts ready is not enough. When you’re a newbie, you’ll need a lot of practice. Hence, once again, role-playing is important.

4. Lead with questions

It is always good to let the prospect do the talking. Their way of talking will allow you to gauge their interest. The more the prospect talks to you, the more likely they are to trust you.

5. Approve. Confirm

When someone makes a statement, repeat it to show that you heard them. Then approve it to show that you acknowledge it completely. Next, by confirming, you condition them to say a yes. Here is an example.

Client : I am not really interested in selling my home right now. You : I get it. You don’t want to sell your home right now.  Client : Yes, that’s correct. You : Alright. That’s great. I see that your listing is 3 months old. If it sold during that time, where would you move? Client : California.  You : California? That’s great! So, why would you be moving there? Client : To be closer to my family. You : Oh, that’s fantastic. So, you want to live close to your family? Client : Yes

It will not be this perfect during a real conversation, but this script should give you some idea.

6. Use CRM software to recall context during follow-ups

While it’s easy to miss follow-ups, keeping track of the buyers/sellers’ responses, making notes, and revisiting them from time to time can also be a daunting task. Therefore, you must consider a solution that automates these tasks. Take, for instance,  LeadSquared Real Estate CRM  software. Using this, you can automate task reminders, schedule follow-up emails, and more. It also integrates with  RingCentral ,  CallTrackingMetrics , and other telephony/cloud calling solutions to enable one-touch calls from the CRM portal itself.

Book a quick demo to see how it makes your real estate sales process more efficient. 

More in the series:

Email templates for real estate businesses

To adapt the cold calling scripts for your market or region, consider researching local market trends, demographics, and common needs or pain points of potential clients. Tailor the scripts to address these specific factors, ensuring they resonate with your target audience.

While the article provides strategies for handling objections, additional tips for overcoming objections include active listening, empathizing with the prospect’s concerns, providing relevant examples or case studies, and offering alternative solutions or compromises to address objections effectively.

To measure the effectiveness of your cold calling efforts, track key performance indicators (KPIs) such as the number of calls made, conversion rates, appointment bookings, and ultimately, closed deals. Analyze these metrics regularly to identify areas for improvement and refine your cold-calling approach over time. Additionally, consider implementing call-tracking software or CRM systems to streamline data collection and analysis.

Nidhi is a content writer/editor at LeadSquared. She works closely with sales professionals and senior management to bring their outlook into her write-ups. Connect with her on LinkedIn or write to her at [email protected].

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15 Advanced Real Estate Listing Presentation Insights for Agents

Creating stellar real estate listing presentations is how most seller’s agents convert more leads and, in turn, build their business.

The best real estate listing presentations offer:

• Data regarding the local market and comparable sales
• Insights into how you plan to market a prospect’s home
• Social proof that proves you’re a top-notch seller’s agent.

And that’s just to start with. There are several other elements you need to make your pitch truly effective.

Use the 15 sales tips below to boost your lead-to-client conversion numbers and convince leads you’re the premier agent for the job. Plus as a bonus we provide answers to listing presentation questions.

Focus on your lead’s situation and needs first.

After adding in the core info associated with your business, turn your attention to your seller lead.

You need to know all about their situation, including their selling timeline, in order to create a real estate listing presentation that truly resonates. In our Marketing Genius podcast episode “The Road To $20 Million,” Seattle agent Melissa Boucher says that these insights can even come down to how the seller is feeling; are they sad to see the property go? Are they making a tough decision?

Before your in-person pitch, research their residence:

• Square footage
• Room totals
• Total acreage

And discover its history:

• When it was built
• How many times it’s changed owners
• Renovations and updates that have occurred

Then, consider all the notes you have on your seller’s preferences and needs.

For instance, a lead could note they’re only willing to sell the home as-is and not make any repairs a potential buyer may request.

In this situation, you can make a note in your listing presentation that you will incorporate this information into your real estate marketing plan for the home.

Analyze all info leads provide you before your pitch.

If you’re like most modern agents, you capture real estate leads in a variety of ways, both online and offline. Not all leads are created equal, but there’s an easy way to spot a good one.

The key trait that signifies a high-quality lead is how much info they provide you.

Those who solely offer first, last name and email address can be good leads, but it’s the prospects who offer more details regarding their unique housing situations who are a cut above the rest.

Most often, home seller leads will share extra information when they are submitting a lead capture form on your site (e.g. through a home valuation page or custom lead capture page ).

For example, some leads may detail when they intend to list their home, their preferred price point, and an overview of what their home’s star attributes.

All of this info needs to end up in the lead profile section of your contacts database so you can comb over it whenever you need — like, for instance, right before pitching them in person.

Incorporate data from the local housing market.

Whether it’s from your area’s REALTORS® Association, local government, or a housing-related organization nearby, you should include important figures in your listing presentation. This can include home sales, price, and value figures for your market – basically, any information that a seller could use to make more informed decisions.

For example, knowing the sales totals for homes in the same development or neighborhood as a seller lead’s property can help them settle on an initial list price.

You can never get too granular with data for your deck. Just remember not to bore your prospects to death with math.

Share data that directly applies to their home selling situation so they understand what to expect prior to listing.

Detail comparable home sales from the past year.

Part of your local housing market data research should focus on comparable home sales from the past.

Find a half-dozen or so homes that sold in your potential client’s town (or region, if it’s a small town with few sales). Try your best to find comparable sales that occurred in the past year, because housing market conditions change often.

Make sure these properties are as similar to your lead’s listing as possible to provide a solid comparison.

Characteristics to take into account include:

• Size (total number of rooms and square footage),
• Notable features (in-ground pool, gazebo, high ceilings)
• Price point (both initial asking and eventual final sales price)

Lastly, tell your seller a story. How long did it take for them to sell? Did they receive above or below asking price?

Add quotes from satisfied clients to your deck.

Customer satisfaction should be the focal point of any real estate listing presentation deck.

Social proof helps agents generate leads , for sure. But it’s also a premier lead nurturing tool.

If you already took photos and footage of your past customers right after closing so you could share their praise on your website, you can simply repurpose that content for your listing presentation.

Select the best quotes from your most satisfied clientele, and sellers who share the most similarities with the lead you’re pitching.

Once a seller sees that you’ve successfully represented someone just like them, they’ll feel much more at ease in agreeing to let you represent their listing.

Paint a picture regarding your marketing approach.

The primary focus for your real estate listing presentation needs to be how you’ll market a lead’s home.

Sure, you want to prove you’re a stellar agent who has a history of closing amazing deals for clients.

But that sales-oriented angle needs to be secondary to making your potential client feel special. Fortunately, you can achieve this by presenting a marketing strategy that is unique to their property.

You no doubt have a real estate listing marketing playbook . However, that doesn’t mean you can’t or shouldn’t modify that approach slightly for each new client you earn.

Every home seller wants to feel as if you’ll do anything and everything to get them a fantastic deal that puts lots of money in their pockets.

So, use the first half of your listing presentation to tell them how you plan to deliver on that promise.

Figure out how you’ll relay your value proposition.

According to the National Association of REALTORS®, most sellers hire real estate agents referred to them (two-thirds, to be precise).

While you could get good word-of-mouth to entice seller leads to select your firm, you still need to show why their friends, family, and coworkers chose to work with you in the first place.

Some of the best ways you can differentiate yourself from the competition are to:

• Build a strong web presence, starting with a responsive website
• Be detailed regarding your marketing process, from start to finish
• Share photos and videos of your most satisfied clients with leads

A real estate listing presentation is a great opportunity to communicate what makes your business unique and distinct from other agencies.

Are you particularly good at negotiation? Communication? Staying organized? Knowing a neighborhood inside and out? Providing white glove service?

Whatever your specialty is, make sure it shines through in your deck.

Prepare for some objections and lots of questions.

It’s inevitable: Your seller leads are going to have a fair number of questions during your real estate listing presentations .

It’s only natural: They’re still getting to know you and can’t leave any stone unturned when vetting your business.

The good news? Every question is a chance for you to prove your expertise and build trust. You just need to have great answers prepared ahead of time.

Some of the most common seller lead questions pertain to:

• How you view your agency in comparison with others
• Your qualifications, certifications, and designations
• Providing proof you’re trustworthy and easy to work with
• Sharing specific details about your past transactions

Of course, there are also going to be questions you can’t anticipate.

While you want to be as forthcoming and honest as possible, don’t feel obligated to provide in-depth answers on the spot if you’re not sure.

If you think you’d be better served writing a comprehensive email to leads post-presentation to answer their questions, let them know you’ll get back to them with a reply later that day.

Practice your sales pitch over and over again.

We’re not going to tell you “practice makes perfect” (although, I suppose we just kind of did).

But it really is best to nail down every aspect of your listing presentation speech so it’s well-timed, compelling, and inspiring.

Here’s a great checklist California-based REALTOR Kathy Smiley posted on ActiveRain that can help you practice your pitch.

This list covers all of the essential listing presentation tasks you need to carry out in order to get your points across in a timely and efficient manner.

If you feel more comfortable “winging it” than preparing for hours beforehand, just be sure you have at least a handful of talking points memorized so you don’t forget to mention important items to your prospects.

Dress like you’ve already made the sale.

As a general rule, dressing for real estate success means wearing something that makes you feel comfortable, confident, and professional.

But there are some guidelines to keep in mind:

• Business casual will never go out of style, meaning suits and pantsuits are always going to help you put your best foot forward during listing presentations and other on-the-job situations.
• Your style will likely be influenced by your particular market. Agents in cold- and hot-weather markets, for instance, will certainly want to dress accordingly based on their area climates.
• You can also take style cues from the home seller you’re doing business with. Melissa Boucher’s advice? “You can’t come in dressed to the nines if you know that person’s understated. Know your audience, know yourself, and find that happy medium.”

When selecting an outfit for your real estate listing presentation, just be sure that the answer to “Will my lead consider me a serious, dedicated, and successful real estate agent ?” is yes.

Allow time for questions during your presentation.

Everyone has one of those friends who loves to dominate the conversation. But you can’t afford to be that person during your listing presentation.

Real estate, after all, is a people business. This means you have to be a first-rate listener to comprehend your prospective client’s wants and needs. From there, you can develop a plan of action to win them over.

This is just one of several listing presentation mistakes you could make. Be sure to comb over our list of other errors to avoid as well.

Have good posture and body language throughout.

As real estate trainer Dirk Zeller notes in a piece for Chicago Agent Magazine, confident body language is an essential piece of your listing presentations .

• “Where have you experienced victories? Tap into those past experiences as you pump up your confidence in preparation for prospect presentations. If you lack confidence, determine what you need to do to increase the level of belief in yourself and your ability to achieve success.”

You’re not always going to feel confident and assertive and on top of the world. No one does.

But if you recall how you’ve converted leads into clients in the past and what you felt during those sales pitches, you can use that memory to keep winning over new business.

Think about the ways you can physically communicate self-assurance, poise, and certainty (e.g. use of hand movement, or maintaining eye contact with the seller), and use that body language to your advantage.

It’s also helpful to think about what poor body language can do to your pitch (hint: derail it entirely).

Finish your pitch, even if you think it’s not working.

You may be able to tell from a prospect’s body language or verbal cues that they aren’t responding to your presentation the way you’d hoped.

Regardless, conclude your presentation as if you were pitching a “hot” lead you can tell is going to sign on with you.

You never know: Someone who seemingly isn’t intrigued by what you’re throwing out there may actually just be quiet and unresponsive in general and actually interested.

Don’t be a “yes” agent just to win new business.

Every business has a “yes” person. They want to work their way up the ladder and/or close more deals by being as agreeable as possible.

This tact may work for some professionals in some organizations … but chances are, this is not going to lead to a converted seller client.

Just because you really want someone’s business doesn’t mean it’s worth nodding in approval to every request they make or mandate they lay out.

Doing so could lead to some (or many) unfulfilled promises during the sales process and, in turn, cause your clients to question your methods or even fire you.

Be open and upfront with your clients regarding what they can expect from you throughout the entire home selling process.

[Bonus] How to Ace Real Estate Listing Presentation Questions

Prepare thoroughly for your real estate listing presentations and you’ll set yourself up for success.

No matter how much you script the conversation for your listing presentations, though, they won’t always go exactly to plan. Sellers will have questions for you regarding everything from your experience as a real estate agent to what sets you apart from the competition.

The following questions are the most common ones to expect during and after your sales pitch, along with the optimal answer for each. Check them out so you’ll be ready to ace your listing presentations and win customers.

Q) “What are your credentials? What makes you the right person to sell my home?”

Off the bat, sellers will want to know if your qualifications meet their standards for representation. So, present all certifications and designations you have as a real estate agent. Realtors who’ve earned accreditations through the National Association of REALTORS ® should make that known. Sellers may not be familiar with each official title, but your position establishes you as dedicated and knowledgeable.

Regarding your sales history, reveal how many homes you’ve sold in previous months and years, the average sales price of each property type, and other statistical data that sellers will find impressive. Though past sales aren’t always necessarily indicative of future sales, a thorough explanation of your sales history and big “wins” as an agent can help your standing with leads.

Additionally, let sellers know during your listing presentation if you work part-time or full-time as a real estate agent. Being a full-time agent often carries more weight with prospective clients, as you show complete dedication to the job and don’t have any other responsibilities that can take away from helping sellers market their properties.

If you work part-time, spin the positives of your situation. For instance, share tidbits about your work ethic. Even get former employers to provide testimonials regarding your work to show prospective clients you’re serious about meeting your commitments.

Moreover, if real estate isn’t the only job you have, then explain that even though you’re only working part-time, you can still focus all of your attention on client needs. In either case, explain how you stay in touch with clients and your standards for timely responses to communications.

Q) “How are you better than other local agents? What makes you different?”

First off, don’t use the word “better” during real estate listing presentations. In fact, don’t compare yourself to other agents at all. Saying you’re a step above the competition can come off as arrogant. While you should be confident in your own work as an agent, it’s not worth positioning yourself as above other real estate pros by disparaging them to prop yourself up.

The best way to highlight your abilities as an agent is simply explaining why you’re passionate about real estate. Listing presentations that show your enthusiasm for the day-to-day work that comes along with being an agent instill faith in sellers. Share some background info on how you got started in the industry, how you delight your clients , and items on your track record that reflect your go-getter attitude.

Some characteristics of your work and personality to share with leads should include your:

• Ability to build relationships and relate to others: Knowing you can make good impressions on buyers will impress sellers, so be as amiable and engaging during your listing presentation as possible to show your personality.
• Savviness with the latest real estate technology: It’s the 21st century. Knowing what apps, tools, gadgets, and tech resources to use in your real estate marketing gives you a leg up on agents stuck in the 20th century.
• Enjoyment in helping people sell and find homes: You got into real estate to help people, right? Then share the satisfaction you get in helping buyers and sellers close deals and achieve their goals.

Q) “What experience do you have with my local market? Have you sold homes here before?”

When mentioning past clientele, segue into your history of selling in your local real estate market. The more established you are as an agent in your community, the more trust you earn from leads. Outline specific, memorable deals you closed — perhaps a home that’s similar in style, age, or price as the residence of those you’re pitching to.

Then, demonstrate the knowledge you have about the local market, like its history, the quality of its school system and economy, and any favorite spots you have nearby (restaurants, retail, movie theaters, parks, etc.). This shows you are an expert about the area and, in turn, know how to pitch local properties to buyers.

The best listing presentation is the one where you show you know the most about a specific real estate market, so no fact or note is too small to share with leads. A great way to ensure you convey your knowledge about the market is to create listing presentations using graphic creation tools . With these resources, you can visually represent local market data, like average closing prices of homes for sale, to persuade sellers about your abilities.

Q) “What do you think of my home? How would you change it to help sell it better?”

This question requires arguably the most spontaneous answer, given that up until your listing presentation, you likely haven’t had the chance to examine the property thoroughly. So, use this as an opportunity to get the grand tour of their residence and property. Take note of specific features you want to highlight and how the seller can make their home more desirable to buyers.

There’s a flipside to that coin, though: Be careful not to insult sellers when pointing out areas of their home that need cleaning, adjusting, or improving. Providing constructive criticism is one thing — telling sellers they need to change most things in their home to help it sell better can lead to a quick exit from your listing presentation.

You won’t be able to provide all of your detailed thoughts on sellers’ homes on the spot, so let them know you’d love to give them a more thorough analysis via email after the presentation is over. This allows you to nurture the lead after pitching them and stay top-of-mind with them during their agent selection process.

Q) “What do you think is an ideal list price for my home? I think it’s $_____.”

Before jumping in with your recommendation, let sellers know what comparable homes in their area have sold for in the past year, along with where the local real estate market is headed in terms of demand and supply. Sellers aren’t always cognizant of the factors that go into crafting the right list price, so explaining these to your leads can help them better understand your suggested price.

Some sellers have unrealistic prices in mind and they’re unwilling to budge. This could be a sign the leads aren’t worth representing, so watch out for any red-flag statements, like “I’m not willing to go under $_____” or “My home is definitely worth $_____.” Conversely, those who are willing to adjust their price if needed and negotiate with buyers will be more rewarding as customers. Representing flexible sellers instead of inflexible ones means a better chance of a quick and fair commission (as well as fewer headaches).

Q) “What sales and marketing strategies do you employ for clients’ homes?”

Now it’s time to really get down to business and put your agent hat on. Getting into the nitty-gritty of your business methods — like where you promote listings and how you attract potential buyers — is what really displays your prowess as an agent. Specifically, explain the core real estate marketing and sales tactics you use, including how you:

• Conduct showings and open houses: We don’t just mean when you schedule showings and open houses, but how you work with walk-ins and buyer leads. Share how you sell specific features of a home (the lifestyle, the comfort, the utility, etc.) to show you’re an adept salesperson.
• Market clients’ homes for sale online:  Divulge how you make clients’ listings appear attractive online, like taking aesthetically appealing photos, creating cutting-edge tour videos, and developing rich, detailed copy about listings .
• Leverage connections for buyer leads: Regarding offline marketing strategies, also relay how you use other agents, friends, family members, previous clients, and other connections to seek out potential buyers.

All of this information should be shared in a timeline format to give sellers a sense of how the process will go — from the moment you sign your agreement to closing.

Q) “How do you communicate with clients regarding offers, showings, and other key info?”

Constant communication with sellers (without annoying or overwhelming them) is essential — as is explaining to seller leads how you will keep them in the loop during the sales process. During a listing presentation, real estate agents can sometimes gloss over this important aspect, so be sure to detail a clear-cut communication plan with prospective clients. Ask how they prefer to be contacted to discuss sales progress and how to relay bids on their property.

Some sellers will be very particular about what times work for them. Given that last-minute showing requests tend to pop up, also ask sellers when it would be okay to enter to give tours. Remember their personal space is important, so be respectful, but be sure you’ll have the access you need.

Q) “What’s your workload like? Would I be your only client or are you working with other clients?”

Having said that, many people are understanding of a real estate agent’s need to take on multiple sellers. In fact, many probably prefer to see their agent busy, since it’s indicative of a quality business. So, the more clients you take on, the better it can look in the eyes of prospects.

Q) “What are the typical terms of your listing agreements with other clients?”

If you start talking contracts, then you’re doing well in your listing presentation. However, you can ruin the mood quickly by providing a laundry list of contract terms you request of sellers. Instead, tell sellers you simply want to make them comfortable with any listing agreement they sign with you. Explain to them the core items generally included in statements, like duties you’ll perform as their agent, and ask them for their thoughts on terms they’d like to include.

From there, create an agreement based on both your preferences and those of sellers, send it to them after the listing presentation, and let them know you’ll be waiting to hear from them regarding a final answer (hopefully with good news).

Q) “If I hire you to sell my home, will you represent just my interests or the buyer’s too?”

Dual agency is something countless home sellers are fuzzy on, but many are wising up to the practice. If you can and do practice dual agency, be 110% upfront with your leads about it. Gauge their comfort level with knowing you may end up representing both them and buyer to see if they’re okay with it. As pointed out by recent Redfin research, sellers tend to lose financially in dual agency deals , so tread carefully. The last thing you want to do is favor one party at the expense of the other.

Of course, if you solely represent the sellers, you’ve got nothing to explain — except that you’re devoted to helping them sell their home for the best price and fast. You could even point out why this may be more favorable than representation by those who act as dual agents, given you have only their interests at heart.

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Casanova Brooks

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• August 28, 2021

25 Real Estate Presentation Ideas and Tips: How to Make it Work

Table of contents.

Presentations are a big deal in the entire business realm. It is even more important for a real estate agent to get more listings and, consequently, sales.

The goal of a real estate agent’s presentation should be to educate clients on what they need to do to buy or sell their property as quickly and for as much money as possible.

This blog post will discuss 25 real estate presentation ideas and tips that can help you create an effective presentation, from layout ideas to social media tactics and everything in between.

Tip #1: Build a strong online presence and keep it active

A real estate listing presentation will be more accessible and more convincing with a strong online presence . Build and keep your LinkedIn, Facebook, Twitter, and other social media accounts in order. These sites serve as an excellent way for potential buyers to find out about you.

Building an online presence will also make it easier to find prospective clients through sites like Zillow. It also helps a lot when you constantly follow conversations about real estate in your area. 

Social media channels let you engage with people talking about topics related to the industry, helping you establish yourself as an expert online.

One of the most successful real estate agents once wrote on their Facebook page, saying, “It is important for agents to have a strong presence online because buyers will often search for properties by going directly onto websites such as Trulia or Zillow instead of asking their agent first.

Therefore, if they don’t see listings from local agents, then there’s no chance for them to buy them.” Truer words were never spoken.

The more time you spend building up relationships and making connections on these platforms, the better off you’ll be when it comes down to getting your listing and making a sale.

Keeping active means posting useful information constantly and engaging your audience. When writing social media content:

• Use the three primary colors (red, blue, and yellow) for headings.
• Bullet points may be appropriate when describing features such as “This property has five bedrooms” but not necessary otherwise.
• Provide information about where people would find specific keywords – with bullet points for features such as “This property has five bedrooms”

Tip#2: Prepare well before a presentation

A strong online presence is not enough. When the time comes for successful sales presentations , you want to build trust with your audience personally. And that means practicing well before the real thing.

Go through your real estate listing presentation template with your friends or just real people. Practicing the presentation will help you identify any issues or problems that may need some retouch. It will also give you a chance to see what people don’t understand so that you can provide more clarification in your presentation.

If possible, practice the real estate listing presentation with family members and friends before an important meeting, like attending open houses. The more comfortable they are with it, the better for both of your success. 

You should always do this even if there’s nothing wrong with the content. It is all about building your confidence. You never know how much time practicing could save you during a live event.

Here are a few suggestions you should consider:

Bring notes (written on paper) along as you practice so that you don’t have to memorize everything. And take note of what may need some fixing.

How to practice

Practice in front of a mirror. This way, if there are any issues with your body language or facial expressions, it will be easier to highlight and correct.

Put on the background music (if applicable) before practicing. This may sound unnecessary, but having the right mood set can make a big difference when presenting.

Be open to suggestions

If possible, get feedback from people who were not at your presentation about what they thought would help improve it. It’s always helpful to gain input from others. It enables you to know what is most important and how long your presentation should last.

Tip #3: Offer tours for the listings

Touring the listing is one marketing strategy that will get you on the best terms with your lead as a real estate agent. It allows you to show them what their future home will look like, improving your chances of getting a sale.

Before the tour starts, make sure you know your way around and how long your audience has to view the property. You’ll also want to pull up any listings in the area so that if they see something on the website or bulletin board they’re interested in, you can tell them more about it right away.

Tip #4. Your dressing code should sell your pitch

Dress for the occasion. Listing presentations are often an opportunity for leads that want to buy or sell their home to judge your capability. The way you dress tells them whether you are capable and professional.

Dress in a way that makes you feel comfortable, confident, and relaxed. They are part of your body language, which is one of the most important things to consider when pitching someone on buying or selling their home.

Don’t forget about accessories too – it’s not just what we wear but also how we wear it.

Here are some tips:

• Wear clothes that have colors corresponding with your company’s logo colors whenever possible.
• Think like an actor preparing for the stage: “dress rehearsal” before a live performance.
• Keep makeup simple to focus attention on what you’re saying; don’t let appearance detract them from the content.
• Presentation attire shouldn’t be overdone (too much jewelry, too much hair, etc.). Makeup, for example, can create a huge distraction. Fashion is about dressing to impress, but your presentation attire should make you feel more comfortable and confident.
• Presentations are all about what you say, so make sure your outfit won’t take that away.
• Be professional by wearing a dress or suit with simple colors and minimal accessories. Ladies: avoid tight clothing like tights.

Tip #5: Share your success stories, but be quick

You want to share your story quickly and with precision. Take less than 2 minutes to do so.

Consider this:

• First, introduce yourself and the topic.
• Express how you can help them solve their problem – this is also known as your value proposition.
• Include a list of benefits to both parties, so they know what’s in it for them.
• Make sure any marketing materials are up to date with current prices.

Use a memorable opening statement or quote that will grab attention right away. People have short attention spans these days. They need something interesting enough to keep listening.

Include testimonials from satisfied customers at the beginning or end of your presentation.

The aim is to grab their attention and make sure they stay tight. Ladies should avoid destructive products, like styling hair or accessories, too much jewelry, and the like. This brings us back to the point of dressing. 

Tip #6: Check posture and body language

Remember when we talked about practice? Well, one of the main aims of this step is to catch your confidence. 

Your posture and body language are essential but often overlooked aspects of a listing presentation. When actively presenting your marketing strategy and talking to the client, ensure you have an open posture.

This means slightly leaning forward with your hands in front of you. It may help encourage them to lean into the conversation as well. 

Standing too rigidly or sitting down can be perceived by buyers as being closed off from ideas outside their comfort zone; they’ll feel less inclined to share information about themselves.

Eye contact

If appropriate for the location where either you or a prospective buyer is seated, place one foot on top of the other leg while making eye contact when speaking. This is useful, especially with someone who might not be paying full attention due to distractions such as children crying or phones ringing. It will show confidence and give the impression that you are in charge.

Phone calls

If it’s a phone call, make sure to have good posture and keep your head up with your chin parallel to the floor. They may not see you, but this shows confidence on the end of the line as well.

Tip #7: Use social proof

One way to make your presentation more compelling is by using social proof. This data shows the benefits of the product.

A study from Stanford University showed that listing presentations with statistical evidence about how property will appreciate outperformed those without. Another online survey found listings with “better” comps sold for an average of $4500-6000 more than less effective ones.

Therefore, market data can be helpful as supporting evidence to back up any claims you might have about improving your client’s ROI on their home sale or purchase decision.

Merely showing them graphs that say things like “the local market has increased” is not enough. Instead, carefully select the information that supports what you’re saying so they believe you. What’s more, it makes your presentation worth listening to.

The most important thing you want prospective buyers to take away from a real estate listing presentation is that they should be excited about the property. And if it’s not exciting, why would they buy it?

An excellent way to do this might be by using social proof as evidence of a property’s value proposition or persuading them with a price strategy. 

One way to encourage people on the fence about something is by presenting an open-ended question at the end of your slideshow, which allows one to think out loud for a few seconds: “What does all this mean?” 

Sometimes just asking someone how much money we spent on our car can help them decide whether they will buy one. You can do the same with a property by asking, “What does this mean?” And then showing your facts about the market or any relevant aspect.

Tip #8: Leverage your brand's strength

If your real estate agent has a strong brand, this is an opportunity to use it. You can do so by mentioning it early on in the presentation and throughout. You might want to have it displayed as part of the slides or logo on them.

If you are not using your branding assets for presentations, there’s no need to mention anything about them. And if they are too flashy, people may be distracted from what you’re saying.

A good example of leveraging a brand well would be listing agents who sell homes with low maintenance requirements, such as those requiring little landscaping work before the sale (and thus lower expenses). This way, potential buyers know upfront how much time and money their purchase will save them.

Tip #9: Use slides to keep a good flow

Most agents use slides to keep a good flow. They can be suitable for an introduction, listing presentation tips, and more. 

There are many templates available from various sources that will give you an idea of what should go in your slide deck. For example, using colors and graphics to make it catchy or putting together short videos with captions describing why people might consider buying property in this area.

Videos may need editing skills, but most online video editors have free options that allow even a novice to quickly produce quality work.

You want your listing appointment to stand out and give you real value. And organizing your work into a slide deck may be the best way to do it.

Staying organized

The key is finding the right mix of slides for your presentation. For example, some agents use slides highlighting their knowledge and experience with other properties they’ve sold in the local market. This can give clients an idea of what you will have to offer them on this sale too.

You want potential buyers or sellers who attend your appointment to walk out satisfied, knowledgeable about pricing strategy, marketing strategies, and how social media can help sell their homes faster. You need more than just bullet points if you want these ideas to stick.

Tip #10: Share what happens when the listing goes live

What will listing with you look like? After going through your pre-listing strategy, explain how the listing will be announced and what to expect during the first weeks of running live.

This could be the best time to highlight your pro services. Tell them how often you will be in contact and how you will work together to sell their home quickly.

This is also when they start getting feedback on what’s going on in the market and how that impacts pricing decisions.

The first few weeks are crucial for establishing a rapport, so losing momentum is important.

Tip #11: Give it a personal touch

It’s good to be personal and let buyers know who you are. The best part about the internet is that not only can they see what you’re selling – but also who you are. Be sure to use personal pictures or videos in all of your listings; this will go a long way when making connections with clients.

Talk about how you like the neighborhood and how many sold listings are there. This builds confidence in the clients that this is a good area to buy.

Tip #12: Ask questions, build trust, and identify motivation

Often, real estate professionals are told to ask questions, build trust and identify motivation during the pre-listing presentation. Now is your chance to get into the habit of doing this with every client. So, set a goal for yourself.

The aim here is to get the seller or the buyer on the same page and help them identify the goals for their home. What are they looking to get out of this process?

It’s also crucial to ask questions about their expectations to better tailor your marketing strategy. Asking questions is not only engaging, but it also allows you to get to know your clients better. This can also help you determine how to communicate with them.

Use the chance to build a rapport with them. The person on the other side of your listing presentation needs to feel like they know you. With social media being such an integral part of our lives today, it’s easy to find out more about someone in just seconds.

Give Facebook or LinkedIn a try if you haven’t already. It’s a good way to tell them how you are willing to share what goes into each aspect of your workday. It will also show that there is no mystery between agents in your company. Then, potential buyers don’t have any questions left unanswered before making their decision.

Tip #13: Make a virtual tour of the home

If they haven’t seen the home in person yet, it’s important to offer a tour. This will allow them to see what you’re selling and may get excited about coming back for another visit. It will determine how much they like the property and think it is worth their time to come back.

Even if the client cannot make it to the face-to-face meeting due to the strict Covid-19 regulations, you can still give them a virtual tour. Technology has made the world a much smaller place, and we want to make it as easy for clients to see our listings as possible.

Tip #14: Focus your presentation on the lead's needs

Most real estate agents focus more on their business and forget about the client’s needs, which is a big mistake. Well, you need to change this and focus your presentation on what the lead needs. Try finding out as much information as possible about them and their interests before presenting a property for sale or rent.

Remember, it’s not what you want, but what they want. So make sure you find out what they are looking for before you show the property.

Also, this lets you give a more personalized presentation since it’s easy for them to provide you with all the information you need about their preferences. This can also mean you are selling to potential buyers and not just scouts.

Tip #15: Do your due diligence - Research properly on real estate listing presentation

Some agents don’t research anything, and this can hurt the client. You need to research properly before you show a property. 

If, for example, they’re interested in something that doesn’t fit what you are offering, or their budget, then it will be short-lived. Consider what’s best for both parties.

Doing your homework is very vital to provide accurate information and offer great service. Remember: “research makes right.”

This is a good way to know your client and their needs too. You want to find out as much about them and their interests before presenting a property for sale or rent. So, make sure you take some time to research upfront. The more time spent preparing for meetings with leads, the better chances you have of closing many deals.

Read about the current market conditions, what many buyers are looking for, and what sellers are willing to take. This will help you tailor your presentation and make the best recommendation possible for your lead.

Also, do not forget about new listings. You never know when a great property listing may come up on the market. Remember that this is an essential step in any real estate meeting because it sets up expectations from the beginning and builds trust with your client.

Before they see anything else, show them something they’ll want to view again. It’s always better if you can wow them early, which is why you may want to give yourself some extra time before their appointment starts.

If there isn’t enough time, then at least have one or two properties ready to go, but don’t spend too much time preparing just yet.

Tip #16: Make use of automated tools

One way to stay top of mind is with automated tools such as emails or text messages. These provide a constant reminder that you’re the agent they want on their side for this move.

Even if your client cannot be at the appointment due to factors Covid-19 regulations or any other reason, you can still show them our listings via technology. 

Again, a little preparation beforehand will ensure the meeting goes smoothly. It’s more personal than just sending out an email blast. In the end, this heightened level of service guarantees results.

To make sure everyone feels valued and important, use automation techniques , so potential clients know who you are. It puts them in control while making them feel appreciated because they don’t have to do anything other than clicking a link.

For instance, use a CMA tool when you want to show them a property. It will make the process even smoother and more personalized, so they feel like you’re on their side.

Automated tools let you build a listing presentation in minutes. Be careful though, they often are not optimized for your specific market and can be very expensive.

Tip #17: Draw statistics from the local market

Use a whiteboard or an overhead projector to show the market data and how you are positioned explicitly in that space.

A good real estate agent should quickly share statistics on the local market, their listing presentation and marketing strategy, and social proof (i.e., testimonials) of why buyers will want to work with them. This also includes what they offer, which sets them apart from other agents in the area,

You can then move onto pricing strategies for sellers based on comparable properties sold nearby over recent months.

Local market research aims to offer clients solutions and demonstrate a knowledge of the market. It helps you find something suitable for their needs.

Tip #18: Review the info your leads gives before the presentation

One of the most crucial tasks before you start your presentation is going through the information given by the potential buyer. This ensures that you are meeting all their needs and answering all questions on time. 

Be sure not to give away anything more than what they have told you, but if there’s a chance it could be good for them, then say so. It helps build trust when buyers know you care about what they want in a property without overselling or making promises which can’t be delivered.

This information will give you everything you want to know about the client and their home idea.

Tip #19: Share your honest opinion about the listing

This is the time to give your clients your personal opinion about the house. Do you think it’s worth the value, or should it be changed? What are some of the things you like about the property?

If it’s a seller, you can recommend listing their home for Y amount and give reasons why you think that will work. You want to be on the seller’s side, but that does not mean you agree with everything they say. You can download a CMA tool and use it to value the house.

Tip #20: Clearly share your pricing methods

Explain the pricing strategy you are using for this property. You can say that your value proposition is X amount, and if it sells for higher than Z% of homes in their area with similar features, they will make more money because there’s a good chance another buyer will come around again soon.

Make sure the sales price is well-defined and that your social proof is convincing. You need to give them a reason for investing in this particular property because it has some good attributes going for it.

Consider past real estate listing presentation references

You can use past experience and show photos of similar projects you have worked on. This is one of the best times to give your clients an inside look into your work.

The property listing presentation is a crucial aspect of the overall marketing strategy for an agent. It’s part of their job to get people interested in making an offer on that home. Showing they are invested in it keeps them motivated through outreach efforts like open houses and social media campaigns.

Tip #21: Clearly describe your sales process

After explaining the pricing strategy, you need to share your sales process in general. Your real estate listing presentation will make more sense if you show them your sales process.

You should tell them how you schedule a listing appointment, that they will be introduced to their agent during the first meeting and get some paperwork done, then go through an open house. 

The next step is showing your marketing strategy for this property so you can sell it quickly. You want to make sure they understand what’s coming up next in the process by providing these details before anything else happens.

Real estate agents have to give listing presentations that offer value to the clients. Remember, it’s not about you but about how your marketing approach will benefit them.

Tip #22: Brag a little with extra services

One of the biggest challenges you can face during a real estate listing presentation is convincing clients to invest in the property. You want them to come around quickly because you’re dealing with a time-sensitive market. And it’s your job to get people interested by giving them more details about what they can expect from this investment.

You can do this by talking about all of the extra services offered as part of the listing appointment process or other open houses you have hosted in the past. If there is an upcoming open house for this property, tell them about it before moving on, so they know what else is waiting for them if they decide to work with you.

You can take this time to make sure their expectations match reality. It’ll make much more sense to show someone your real estate presentation ideas if everything matches up logically.

You want to convince them that this is a good investment opportunity. Hence, you should talk about how similar properties in their area are selling for more than what they can expect from your price point. 

Apart from that, tell them why it’s worth investing right now because property prices are rising quickly, and waiting too long could impact their ability to make money off of this deal.

Tip #23: Show confidence in your presentation

If you want to explain why your pricing strategy will work to the seller, you must have convincing facts. That is one way real estate agents stay confident in their presentations.

Confidence is an important part of doing so. This is because you want to trust and believe in what you’re telling your audience so that they will believe it too. It’s crucial for the seller, too, who needs someone with experience and knowledge about how things work so they can make a good decision about their property listing presentation.

As stated above, always have factual information available when it comes time for giving presentations or marketing campaigns. All those numbers will add up in the end if sellers invest more into this property than necessary – which is one way agents stay confident in their approach during these sessions – they are sure.

Tip #24: Prepare to face tough questions

Create your pitch in a manner that addresses the questions that people are most likely to have so you can be ready for them. Try keeping your presentation or marketing strategy to be as small and concise as possible. This makes it easier to remember what you need when meeting with a seller about their property listing presentation.

The best way to make sure your clients understand everything on offer is by coming out well prepared. This will show an understanding of how things work in the real estate industry. 

It also keeps you calm during these sessions, which means more confidence in you from potential clients who may not know much about what all goes into buying a home.

Tip #25: Follow up - Send a Thank You note

Every real estate agent needs to follow up with their clients to show appreciation and make sure they’re still on board. You’ll get more referrals from grateful clients who realize how much time and effort goes into doing this job well, especially during these sessions where people look at your hourly rate as part of the overall transaction value.

Send an email or handwritten letter expressing gratitude. It will make them happy when they think back about meeting you while searching for property listing presentations online or elsewhere.

It also shows professionalism which is another reason sellers should want to work with someone like you, rather than someone who doesn’t care.

Real Estate Listing Presentation - Conclusion

With these 25 real estate presentation ideas and tips, you should have a lot of inspiration to help you come up with your successful strategy. The key is targeting the right audience and presenting them with something that meets their needs.

If this sounds like it’s worth exploring further, or if you want more information on how we can partner together to create a great marketing plan that drives sales by considering how your customers think, let us know.

Want To Partner with me to scale your Real Estate business?

I’ve helped hundreds of real estate agents, team leaders, & brokers all over the country increase their business by building additional revenue streams. together we can make your brand and your business stand out.

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Become Unforgettable with the RIGHT Elevator Pitch. Here’s How

What do you tell people when they ask what you do for a living?

“I’m in real estate” is a common answer to the question. So is “I’m a real estate agent (or REALTOR®). Sure, those are answers to the question, but they aren’t exactly memorable.

Here’s how to craft a real estate agent elevator pitch that will make you unforgettable.

20 to 30 seconds

According to a Princeton University study , people form an opinion based on facial appearance within one-tenth of one second. Pass that test and then you’ll have a mere 20 to 30 seconds to wow them with your real estate elevator pitch.

Yup, it’s not much time, but if you can squeeze vital home information into the puny word count the MLS allows, you can certainly sell yourself in half of a minute.

It’s a tool you’ll use a lot

From responding to online leads to introducing yourself at cocktail parties and in marketing materials, a real estate elevator pitch is something you’ll find quite useful.

I love NextDoor.com, especially when a neighbor posts that he or she is looking for a real estate agent. Unfortunately, I’ve yet to see a really compelling response from agents. And, even sadder is that the agent responses are so similar they could be mistaken to have come from the same person.

“I go the extra mile” and “I go above and beyond” are common refrains. If that is your USP as well, please, do the industry a favor and dump it.

Agents can buy a NextDoor Neighborhood Sponsorship and, in my neighborhood at least, only three have done so. What they pay for, is an ad that looks like this (image left):

I haven’t come across an agent-sponsored ad yet that answers the questions suggested by the platform. Yet, they pay for the space.

Here’s a Sponsorship ad from another business (image right):

This phone and computer repair person understands the value of what he’s paying for and uses the space for all it’s worth with his or her elevator pitch.

Create your own real estate agent elevator pitch

“You know [the real estate pain point]? Well, I [solution]. In fact, [proof].”

That’s the formula for the ideal elevator pitch, according to author Allan Dib. “Good marketing takes the prospect through a journey that covers the problem, the solution and, finally, the proof,” according to Dibs.

Keep it quick. Keep it simple. Ensure it’s not too promotional.

Put in real estate terms, Dibs’ formula may look like this:

“You know how people who want to buy a home are having a hard time finding one? What we do is reach out to the homeowners in our database with a list of our buyers’ needs. This has been so successful that we have found homes for 25 of these clients just in the past 30 days.”

Go ahead and plug your elevator pitch into the formula or feel free to steal ours, if it fits.

Another way to grab your audience’s attention and keep it is with a Real Estate Times Series Campaign. The Real Estate Times Series has timely real estate news and statistics that is of value to homeowners.

Did you know, the Real Estate Times Scheduled Campaign is currently on sale for 10% OFF the first month?

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Launch a Real Estate Times Scheduled Campaign now, CLICK HERE !

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

PLUS: When you have time…below are some helpful tools to support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. – Click Here

2. The Free Interactive Real Estate Business Plan

The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  –  Click Here

3. The Automated Way to Become a Neighborhood Brand

Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or  Click Here.

4. The Free Real Estate Mailing List Guide

The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. – Click Here

5. The Become a Listing Legend Free eBook 

Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. –  Click Here

6. The Free Online ROI Calculator

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

7. The Free Real Estate Marketing Guide “CRUSH IT” 

The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. – Click Here

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3. Amaze Sellers with a Great Pre-listing Package

With the current state of the market, it’s not a question of whether you should send a pre-listing package but how to make one that completely amazes the seller. Remember that first impressions are everything, and apart from the initial call with the seller, the pre-listing package is what sets you apart from competitors. You should definitely send it before listing appointment.

Make sure to include a short introduction, and let the seller get to know you on a personal level. Don’t just talk numbers and business, but show the human side of yourself. Humans connect with humans, and emotional connections will build trust with the seller. Apart from that, your pre-listing package should showcase your expertise, the aces you’ve got up your sleeve, technology and marketing strategies you use, as well as your track record.

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4. Use Personal Results to Your Advantage

Once again, it’s not just stats and numbers, but what they represent for the seller. Here are some real estate presentation ideas how you can use your results to “wow” the seller:

• Showcase recent sales in the area to demonstrate success in the market. This could include properties you’ve sold that are similar to the one the potential client is looking to sell, or sales you’ve made in the same neighborhood or price range.
• Share the results of marketing campaigns you’ve run for previous listings, such as how many views the listing received online, how many inquiries were made, and how quickly the property sold. This will demonstrate your ability to market and sell properties effectively.
• Use data to support your claims about the local market and the potential sale price of the property. This could include recent sales data, market trends, and insights from industry reports.
• Share testimonials from previous clients to demonstrate your professionalism and quality of service. This can be especially effective if the testimonials are from clients who had a similar type of property or faced similar challenges in the selling process.
• Emphasize what sets you apart from other agents in the area, such as your level of experience, your unique marketing strategies, or your reputation in the community.

5. Remember, It’s About the Seller, Not You

As a real estate agent, it’s important to always keep in mind that the focus of your work is on the seller and their needs, not on yourself. This means removing phrases like “I, I, I” and “me, me, me” from your vocabulary when speaking with clients.

Instead of talking about yourself and your accomplishments, focus on understanding the seller’s goals and needs. Ask questions and actively listen to their responses to gain a better understanding of what they’re looking for in the selling process. Use this information to tailor your approach and provide personalized service that meets their needs.

Remember, the seller is entrusting you with one of the biggest financial transactions of their life. It’s your job to help them navigate the process with professionalism, empathy, and expertise. By keeping the seller at the center of your work and putting their needs first, you can build trust, establish a strong reputation, and ultimately grow your business over time.

6. Ask Thoughtful Questions to Build Authority

Asking thoughtful questions is an important part of building authority as a real estate agent. It shows expertise, builds trust, identifies sellers needs, and demonstrates value. By mastering the art of asking thoughtful questions, you’ll establish yourself as trusted expert in the industry and build a successful career over time. We’ve developed in-depth blog post Questions to Ask Sellers At Listing Appointment , and you can also download the questionnaire to have them at your disposal always.

7. Identify Seller’s Needs and Pain Points

One of the best real estate presentation ideas we can give you is to tailor your listing presentation to seller’s needs and pain points. How can you do this?

• Ask questions about the seller’s motivations for selling, their timeline for the sale, their desired sale price, and any concerns they may have about the process.
• When the seller is speaking, it’s important to listen carefully to what they’re saying. You’ll pick up subtle cues about their needs and pain points, such as concerns about the condition of the property or the stress of managing the sale while also moving to a new home.
• Provide solutions to address these concerns. This could include recommendations for repairs or upgrades to the property, pricing strategies, or marketing tactics to attract potential buyers.

8. Communicate Your Expectations for the Seller & Property

Effective communication is a key part of a successful real estate transaction, and as real estate agent, you should communicate clear expectations to your clients, both in terms of what is expected of them and what is expected of the property. Here are some tips for communicating expectations to the seller:

• Tell them your expectations around home preparation, pricing, marketing, and communication.
• Set a realistic timeline for sale and set a fair price based on the current market conditions. You should tell the seller if their “dream price” is impossible to achieve or if they can’t expect to sell as soon as they’d like.
• If the seller doesn’t hire you for staging, provide guidance on how to prepare the property for sale. This can include advice on decluttering, cleaning, staging, and making any necessary repairs or upgrades.
• Decide on a regular communication schedule with the seller to keep them informed about the progress of the sale and any updates or changes that may arise.
• Be transparent with the seller about any challenges or issues that arise during the sale. This can help manage expectations and build trust between the agent and the seller.

9. Thoughtfully Analyze Every Piece of Information

Thoughtfully analyzing every piece of information is a critical skill for real estate agents who want to win listings. We’ve prepared real estate listing presentation ideas to incorporate this analysis directly into it:

• By thoughtfully analyzing every piece of information, you should provide tailored recommendations to the seller. This can include recommendations for pricing, staging, marketing, and other aspects of the sales process. These recommendations can be customized to the seller’s unique situation, preferences, and goals.
• Identify opportunities to maximize the value of the property and the sale. This could include identifying potential upgrades or renovations, highlighting unique features of the property, or identifying strategies to market the property to specific buyer segments.

10. Follow Up After a Listing Presentation

Following up effectively after a listing presentation is the critical step in the winning listings process. It helps real estate agents build trust and credibility with potential clients, as well as stay top-of-mind throughout the decision-making process.

Following up quickly and thoroughly demonstrates a commitment to the seller, a level of professionalism and respect that can help build trust and rapport over time. It also gives you an opportunity to address any questions or concerns that the client may have and to provide additional information or insights that may be relevant to the decision-making process

It also keeps you top-of-mind throughout the decision-making process. Even if the seller does not immediately decide to work with the agent, the follow-up will keep you on their radar and increase the likelihood seller will consider you in the future. It also provides an opportunity for you to continue to provide value to the seller by sharing market insights, relevant news, or other resources that may be of interest. This will help to build a relationship over time and increase the likelihood of future business opportunities.

Free Listing Presentation Template

Are you eager to secure more listings and dazzle your prospective clients? We’ve bestowed upon you the gift of a free listing presentation template, a potent instrument in your arsenal of real estate presentation ideas.

This template is the key to fashioning a polished and professional presentation, a canvas upon which your expertise shines, the property’s unique attributes sparkle, and your sales strategy is vividly outlined. With this high-quality listing presentation template, you can rise above the crowd, instill trust in potential clients, and capture more business. The best part? Numerous free listing presentation templates await your exploration on Highnote, designed to be effortlessly customizable to suit your specific needs and style. Whether you’re a seasoned real estate agent or a newcomer, these templates empower you to take your business to new heights.

Why wait? Delve into the realm of free listing presentation templates today. With just a few clicks, you can craft a presentation that radiates your skills, expertise, and commitment, positioning you as the preeminent choice for sellers. Don’t let this potent tool slip through your fingers; begin your journey with Highnote’s free trial !

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How to Write an Open House Script that Sells – Templates & Examples

It’s Saturday morning, and you’ve just pulled into your seller’s driveway. You’ve put up signs around the neighborhood to notify anyone walking or driving by that there’s an open house today. The seller’s purged and decluttered, you’ve advertised on Facebook and in the local paper, and you’ve done one last walk-through. You’re ready.

The planning and preparation to organize your open house serves two purposes:

• Your seller wants you to get lots of traffic to speed up the sale
• You want to use this opportunity to meet potential clients.

Once guests start to arrive, the first objective is simple: Share a few facts about the house and neighborhood. The second objective needs a little more finesse and depth. You have to market yourself and skills, not just the property. An open house script — the chat you have with guests when they arrive — will help you meet both of these objectives.

Whether this is your first open house or you’re a seasoned pro, use the quiet time before your first guest arrives to think about what to include in your script.

[Free download] Open house script template

Here’s a look at why preparing a script is important and how to create one, along with some examples to get you started.

How your open house script works for you

Open houses give you a unique opportunity to grow your business. Unlike online lead-generation tactics — like display ads, social media posts, and email campaigns — where you reach out to your audience, open houses bring your audience to you. This is a golden opportunity to not just sell your listing but also showcase your skills and knowledge. A well-thought-out open house script is the key to meeting your goals.

An open house script also helps you organize your thoughts beforehand. It’s OK to have a general conversation with guests, but a script has the added benefit of keeping the conversation on track with speaking points. That way, you don’t forget important details — like the types of questions you want to ask or the unique features in the house. Having talking points in mind also helps you look more professional and organized. Remember, you’re not just selling a property, you’re selling yourself as well. Guests want to know you’re reliable, and having a prepared script helps reinforce this.

For example, your script helps you:

• Share the home’s benefits. There’s a growing trend that has people using online resources to find a home, but there’s nothing better than opening the doors of a property to let buyers experience it for themselves. A creative listing description on the MLS or social media will attract attention, but your ability to use your script to sell the features in the house goes further. For example, for listings that have been recently renovated, listing the features online is great, but during the open house, point out the new features and explain why they’re valuable.
• Systematically qualify leads. Not every person that comes through the door is an ideal potential client. Questions help you uncover the type of home guest are looking for, the neighborhoods they’re interested in, their approximate budget, and more. Use your script to ask the same list of questions of every guest. That way, you can compare all guests against the same criteria to figure out which ones are the best leads.
• Capture accurate guest information. If you have a paper sign-in sheet you might encounter instances where people leave a fake number or email address. Consider using a digital sign-in solution like Spacio to protect user privacy and to verify leads and use casual conversation to put guests at ease.  People don’t want to feel as though they’re being sold to — they want to browse freely. Your script lets you rehearse what to say so you come across as informed and knowledgeable. It helps you think about what guests need in advance and helps you prepare.
• Increase referrals. If you visit neighbors before your open house to invite them to stop by, use the opportunity to determine whether they’re a potential lead — do they want to sell their home? — or whether they know someone who wants to buy a new house. In addition to attracting local traffic to your open house, you also attract traffic from a wider boundary with referrals. Use your script to help you remember which value points to highlight. This will help neighbors feel comfortable sharing referrals with you.
• Show potential leads how hard you work for your clients . As people walk through the open house, they’ll take note of the subtle touches throughout. For example, do you have professionally printed information sheets? Do you have refreshments? Do you know a lot about the property? This helps guests paint a picture of the type of agent you are and goes further than you simply saying you’re the best. Your script acts as reinforcement for your actions.

Prepare your script in advance, and keep it simple by listing the talking points you want to cover. That way, your script sounds natural and less like a memorized speech. Also think about the types of comments and concerns guests might have, and come up with responses in advance. For example, if they’re worried about prices in their desired neighborhood, talk about how you’ve helped past clients work through their budgets to get their dream homes.

Now that we’ve established how scripts help you sell properties and your services, let’s look at what to include in your open house scripts.

4 components of a successful open house script

Only 7% of buyers say they discovered their new homes by encountering an open house sign. Often, open house guests are curious neighbors who want to see how the house compares to theirs, people who drive by and happen to see your signs, or buyers who are researching the neighborhood.

In order to weed through this group and find serious buyers and potential leads, your script needs to include four essential parts. Combined, these parts help guests open up and share the information you need to segment them.

Introduction

Keep this brief. The main goal with this is to welcome your guests and introduce yourself. Also use the introduction to guide guests on what to do next. For example, offer them a refreshment, or ask them to sign in, or offer an information sheet to help guide their walk-through:

• Hi, it’s nice to meet you. What brings you to this open house today?
• Good afternoon, and thanks for stopping by. Here’s an information sheet. As you can see, this is a five-bedroom home with a new kitchen. What are you looking for in your next home?

This is the main message you’re sharing. If you’re talking to serious buyers, use this part of your script to highlight special features in the house — like hardwood floors throughout, an upgraded kitchen, or a finished basement.

If you’re talking to guests who might be potential leads, use this part of the script to ask questions to gauge where they are in their home buying journey, what they’re looking for, what their interests are, and whether they’re working with an agent. For example, ask questions like, “How long have you been looking? What do you think about this area? What’s your purchase time frame?”

Examples of what you can say:

• The roof was replaced a year ago, and the master bathroom was remodeled to look more modern.
• Tell me what you’re looking for in your next home?
• How soon are you hoping to buy something?

Value proposition

Just like any other sales pitch, before you close you need to offer something relevant to encourage guests to consider working with you. For example, for buyers who need to sell their current home, offer a free home evaluation or access to a home inspector to point out anything that will affect the sale of their home. Have multiple value propositions that cater to various guest needs — and that you can easily deliver on.

• I’m running a gift giveaway and would like to enter you into the drawing.
• Thanks for sharing your email address with me. Here’s a $5 coffee gift card.

Call to action

This is the close and acts as a way to get guests to do something other than listen to you talk. Use your closing to ask guests if it’s OK to send them new listings, or schedule a time to show them another property that might be a fit. If they haven’t done so already, this is a good time to ask guests to leave their contact information.

• Can I follow up with you in a few days?
• I’d like to send you a few listings that might interest you. What’s your email address?

These four parts are the same for every pitch, but since each guest is different, there’s room to be flexible. You can add or remove information based on the feedback you get as you speak with guests. For example, if you discover that some buyers have been looking for the right home for a long time, the body of your script should focus on making sure those buyers are clear on what they’re looking for. Ask questions and point out elements of your listing that match their needs. If another buyer is concerned about the price, use your value proposition to offer freebies, like a gift card to a popular home-decor or furniture store, to help them save money.

Now let’s look at a few examples of this framework in action.

Examples of open house script templates

We’ve covered a lot, so now you’re ready to create your own open house script templates. To help you get started, here are three types of scripts you can use, and examples of what to say:

Script #1: Ask to stay in touch with guests

Agent: Hi, it’s nice to meet you. What brings you to this open house today?

Guest: I saw your open house sign while I was driving, so I figured I’d stop by.

Agent: That’s great! I’m glad you stopped by. Here’s an information sheet with more details about the property. So far, what stands out to you about the house or neighborhood?

Guest: I like the general layout on the first floor, but I’m looking for something with more of an open floor plan

Agent: OK, got it. The high ceilings help the space feel more open. Plus, the living room was recently remodeled to include larger windows. If you’re interested, I’ve also got a few other properties in this neighborhood that might interest you. Can I send you an email with more information?

Guest: Sure.

Why this works: The body of this script focuses on trying to understand what the buyer is looking for. By asking questions, the guest’s “must haves” become clear. Guests who are interested in what you have to offer will leave their contact information. This example template also gives you a chance to discuss alternative properties in more detail and showcase how well you know the area.

Script #2: Offer an incentive

Offer an incentive to leave contact information (e.g., gift cards, free tickets, etc.).

Agent: Hi, I’m glad you stopped by. As one of the first 20 guests today, I’m going to enter you into a drawing for free movie tickets.

Guest: Wow, that’s great! Thanks!

Agent: Sure! I just need your email address so I can let you know if you win.

Guest: OK, sure.

Why this works: This approach gets the interaction between you and the guest started on a positive note. Before they’ve had a chance to look around, guests get something. Another option is to hand out an incentive — like gift cards or vouchers — when guests give you their email address and phone number vs. adding them to a drawing. For buyers interested in the property, you can follow up and nurture the relationship. Even if they don’t buy the open house property, at least they have a good impression of you and might be interested in working with you in the future.

Script #3: Get to know buyers

Agent: Hi, good afternoon, and thanks for stopping by. Here’s an information sheet. As you can see, this is a five-bedroom home with a new kitchen. What are you looking for in your next home?

Guest: Definitely looking for more space.

Agent: OK, that’s great to hear! There’s also a large family room, a playroom for the kids, and a finished basement. When would you like to buy something?

Guest: Sometime in the next three to six months.

Agent: Are you working with an agent?

Guest: Not yet. I’ve only just started my search.

Agent: OK, I see. Would you mind if I send you some information about this neighborhood and other properties that are priced to sell quickly?

Guest: Sure. Thanks!

Why this works: This approach of asking a series of questions gives you a clear picture of what your guests are looking for. If you’re looking for new clients, this helps you position yourself as a knowledgeable source. If your listing has been on the market for a while and you want a quick sale, use your script to highlight the features that match the guests’ needs.

Free open house script template

Make your script your own

You’ve got everything you need to make sure your open house scripts have a big impact. Flash back to that open house you’ve prepared for. Instead of entertaining a house full of people you may never see again, you now have a way to grab their attention and turn them into clients or prospects.

Use the contact information you collected to nurture the new relationship so that your properties — and you — stay top of mind. Send regular property updates, market information, or helpful hints about the selling or buying process. Keep providing value long after the open house to improve your chances of meeting your goals.

About Aaron Kardell

Founder and CEO of HomeSpotter

View all posts

One thought on “ How to Write an Open House Script that Sells – Templates & Examples ”

Writing an open house script that sells is something that I’ve been meaning to learn for quite some time now. I am glad that you’ve shared all the details with me here. I appreciate this massively.

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15 Best Real Estate Calling Scripts to Instantly Boost Results

Hardik Masani · September 20, 2022 ·

Imagine if salespeople from your company ever find themselves in such a situation:

You don’t remember the right project details and sound confused and underconfident.

As a result, the prospect doubts your credibility and hangs up on the call

Now imagine the next situation

Can you see the difference?

In scene 1, your salesperson is not sure what to tell the customer.

In scene 2, your salesperson sounds confident and there are higher chances that he/she has won the customer’s trust. 

Which one would you prefer?

Obviously, Scene 2, right?

With the right plan, your salespeople can sound confident, win the trust of your prospects, and close more deals as a result.

Table of Contents

Here are 15 awesome real estate cold-calling scripts to help you achieve this:

Let us take a look at each one of them in more detail.

Image Source: Brian Tracy

1. Detailed call script for explaining the highlights of a real estate project:

Key strengths of this script.

This real estate cold calling script will give a detailed idea of your property to the customer. It will be easy for customers to grab all the key points in the property.  

What other situations can the script be useful for?

The real estate cold-calling script can be used for all types of property sales. Specifically, ‘Residential’, because residential properties have many key points that the prospect needs to be aware of before making a decision.

Pro Tip: Take advantage of Real Estate CRM to track each contact with every single lead in one place.

Track entire interaction history from one place

Track call logs and recordings, WhatsApp conversations, current lead status, and make informed decisions.

Next, focus more on your property’s key points or the unique selling proposition of your property in the script.

2. Detailed script for promoting the different offerings of your organization

Always offer all your details!

This cold calling script is for grabbing customers’ attention because they will get an exact idea of offers and savings you as a real estate agent are providing over the phone.  

This real estate cold-calling script can be used for all property sales. precisely in the sale of property like land, plots, or commercial properties. 

Pro Tip –  Focus more on Customer savings and what more benefits you can offer to customers.

3. Script for understanding the prospect’s requirements

Script- 

This cold-calling script will help you to understand customer requirements better and tailor your pitch according to the requirements. You can also as a real estate agent gather data about prospects or customers.

What other situations can the script be useful for?  

The cold calling scripts for real estate can be used while selling any property. This helps a lot as the real estate business is totally dependent on selling.

Pro Tip –  Carefully listen to the customer & do a need analysis by understanding his exact requirements. Get clarity on the points if not needed. And only after that, proceed with your pitch. Tip: Get yourself a call management software to analyse, record, track and manage all the calls of your team mebers and make calculative decision.

4. Script when you already know the customer’s requirement

This cold-calling script will create enthusiasm in customers to visit the property as soon as possible. After listing the specification of the property for which he was looking. 

This cold-calling script can be used for commercial sales as well as property [land or plot] sales. 

Pro Tip –  The caller should properly know the customer’s requirements before the call and focus more on specifications and the requirement of the property which the customer was looking for. Otherwise the script fails completely!

5. Reminder call to a customer who already visited once

The calling scripts for real estate are important because the customer who visited your property is definitely more interested than someone who is just receiving a cold call. You should be convincing him to come to visit the property again, especially if you feel that he is still unsure. 

The cold calling script for real estate will be used for all properties. Because a reminder call for a visiting customer is very important.  

Pro Tip –  Call the customer 2 days before their visiting date to remind him about the visit or use a WhatsApp chatbot for real estate to keep them engaged. This ensures that he does not forget about the scheduled visit.

Missed follow-ups = lost deals

Always follow up on time with all your leads and close more deals than ever before!

6. Script for a customer who has been on the hunt for a long time

Become their problem solver!

The calling scripts for real estate show the customer that you care and are ready to solve their problem.

You can also use it for any type of objection handling while selling any property.

Pro Tip – If you feel that you are not aware of any solution that best matches this customer’s problems, then inform them about the next best alternative while telling them that you have forwarded their details to the concerned team for a more feasible solution.

7. Sales pitch for real estate: Creating FOMO

FOMO creates good chances

This sales pitch for real estate creates urgency, so as a customer, you need to know that a quick decision is required. Otherwise, the offer will expire. 

This is especially useful when you have to sell many flats before a deadline in the real estate business.

Pro Tip- When you say offer valid only for the first 25 customers, keep it only for the first 25 customers to protect your brand image and your own credibility.

8. Real Estate Calling Script for Selling Commercial Properties (shops/showrooms/offices, etc.)

This cold-calling script for sounding professional. Which is very important while selling commercial properties.

What other situations can it be useful for?

This script can be slightly modified and used as a short pitch in big real estate trade shows.

Pro Tip – Do your research on the different commercial properties you have available before calling a customer. Because get one chance and you need to give him the best option according to his needs.

9. Real Estate Cold Calling Script for Selling an Under Construction Building

Key Strengths

This cold-calling real estate script shows the customer that you have done your research about their needs.

With some small modifications, this cold calling script is for selling under-construction commercial places.

Pro Tip – Emphasize how the value of the project will increase, till the time it gets completed and the possible gains for the customer.

10. Selling Land (plots, agricultural land)

This script is useful in making the customer confident about their decision whether in real estate or any other business.

What other situations can it be useful for real estate agents

This script can be useful while selling flats and other real estate investments.

Pro Tip – The customer generally has done prior research before deciding the area of buying land for investment or a holiday home. So when you praise the location, make sure the praise is genuine.

11. Selling High-Value Properties

This script is going to sound professional. This is very important for high-value properties as they are mostly bought by high-net-worth Individuals.

As a real estate business. It can be useful while selling commercial properties.

Pro Tip – As the buyers of such properties are high net worth individuals, you must be prepared with their requirements. Also, directly get to the point and first tell them the reason for calling them. If you tell them the company name first, they might disconnect the call immediately as they are very busy.

12. Positioning yourself as an expert in the locality

Scripts for real estate increase the credibility of your organization and makes the customer more confident.

This script for real estate calling can be used to help you in situations where you are explaining your organization’s offerings and services. You can also use it for or it can help you for other calling purposes.

Pro Tip – Use real-life examples of projects you have sold in the area.

13. Using an Exceptional Sale you already made

This script can help you to create a FOMO amongst the customers. 

A similar script can help you while selling commercial properties as well.

Pro Tip – You can focus on how the customer has an opportunity to get high returns in a short amount of time. Make sure you do not make the deal sound too good to be true.

14. Referral Call 

Script 

Impress to create interest

This Script can help you create interest in the customer’s mind, as you have proposed the property which he was looking for and will have trust because you came from a referral. It can be a great way to help you close the deal faster.

This Script is one of the most used for all Property Sales. Specifically residential. This is where cold calling is necessary.

Pro Tip –  Before explaining the property, you should talk to the customer about the referral person. This is a great way to create a bond between you and the customer for further conversation.

15 – Covid Special – Closure of Cold Call (Request for a visit)

This is one of the most important scripts for closing every situation, especially in the real estate industry. Getting customer visits is an important step in the real estate industry. For real estate agents to explain all safety measures will increase customers’ confidence for the visit.   

It can be a great way to sell in all situations and all types of real estate sales . 

Pro Tip – A customer visit is an important step. So, the closing call becomes very important. Winning customer confidence is very important. Use key terms while interacting with customers to increase their chances of visiting.

So, these were our 15 excellent real estate cold-calling scripts that will help you in hyping up your sales.

Starting a sales process for your team and for you is hard.

But you don’t have to do it from scratch, you can use these scripts as your starting point and as you get better you can modify them to build your own killer script.

Do what you need to.

And never be the order-taking guy (are you interested in buying real estate? No? Ok, Thank you!) 

If you have amazing sales tips, we have a platform with thousands of keen users!

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NLP in Real Estate: The Art of Persuasion Through Better Communication

• Agent Resources
• Client Communications
• Selling and Transactions
• Published on February 22nd, 2021
• 33 min listen

Matt McGee is HomeLight's Agent Resource Center managing editor. He hosts HomeLight's weekly podcast, The Walkthrough, which delivers actionable, no-hype advice from the best real estate agents and top industry experts in the country. He previously served as Editor-In-Chief for three Third Door Media digital publications: Search Engine Land, Marketing Land, and MarTech Today. Matt's a Pepperdine University grad who's been surrounded by real estate his entire life: his wife and sister are active agents, as was his dad for almost 50 years.

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At HomeLight, our vision is a world where every real estate transaction is simple, certain, and satisfying. Therefore, we promote strict  editorial integrity in each of our posts.

Communication is at the heart of real estate success. Marketing, sales, negotiation — it all relies on great communication skills.

Neuro-linguistic programming (NLP) offers real estate agents a way to communicate more effectively by building rapport, being a better listener, and using non-verbal cues.

This week on The Walkthrough, Jesse Zagorsky shares a handful of specific NLP sales techniques that you can use to be a better communicator and make deeper connections with your clients.

If you enjoy this episode, please subscribe to get future episodes delivered automatically: Apple Podcasts/iTunes | Spotify | Stitcher | YouTube

Join our Walkthrough Listener Community

We’ve launched a Facebook community just for listeners of The Walkthrough. If you’re not a listener, please listen to a couple episodes and then join. You won’t get much value out of the group if you’re not a podcast listener. If you are already a listener, come join us to connect with other listeners, connect with the guests that you hear on the show, learn from other agents and share your knowledge, get exclusive content, influence future episodes, and more. You can find the group here: HomeLight Agent Community – The Walkthrough .

Links and Show Notes

• Jesse Zagorsky  – agent profile on HomeLight
• Live. Love. San Diego Homes  – Jesse’s team’s website
• AgentPowerHuddle.com  – Jesse’s live stream podcast, weekdays at 8:00 AM PT (this link will open up the Zoom meeting space where you can listen)
• Join our Facebook community for The Walkthrough listeners
• HomeLight’s Agent Resource Center
• Subscribe and listen to The Walkthrough:  Apple Podcasts/iTunes | Spotify | Google Podcasts | YouTube

Full Transcript

(SPEAKER: Matt McGee, Host)

We talk a lot on “The Walkthrough” about what you say when you’re communicating with leads and clients. We talk about scripts, and role play, and making sure you know what to say in any situation — because that’s important.

You know what else matters? How you say things. Because you might have the right words, but if you’re not saying them in a way that connects with your client, well, you might end up sounding like the grownups in “Charlie Brown.”

[sound effect: inaudible voice]

Telemarketers, car dealers, I mean, a lot of salespeople sound like that, don’t they? In real estate, we all want to avoid sounding like that.

Great communication is about building rapport, about developing a real connection with the person you’re talking to. It’s about what you say and how you say it.

All of that comes together in what’s called neuro-linguistic programming, NLP for short. It’s about the language of the brain. It’s something that you can use every day in real estate to better connect with your clients. My guest today is gonna teach us how.

This is “The Walkthrough.”

(INTRO MUSIC)

Hey everybody. How are you doing? My name’s Matt McGee. I’m the editor of HomeLight’s Agent Resource Center. Welcome to “The Walkthrough.” This is a weekly podcast. We have new episodes coming out every Monday. This is the show where you’ll learn what’s working right now from the best real estate agents and industry experts in the country.

At HomeLight, we believe in real estate agents. We’re on a journey to find out how great agents grow their business, stand out from the crowd, and become irreplaceable. Do you wanna get involved in the show? There are a few different ways you can do that. First, find me in our Facebook listener community. Just go to Facebook, do a search for Homelite Walkthrough and the group should come right up. You can also leave a voicemail or send me a text. The number is 415-322-3328. If you prefer email, just get in touch by sending it to walkthrough [at] homelight.com.

Speaking of our Facebook listener community, about a month ago, I ran a simple poll with this question: What’s the number one most important skill to be a successful real estate agent? Let me say that again: What’s the number one most important skill to be a successful real estate agent?

I put about, I don’t know, 5 or 6 or 7 options out there, got almost 50 replies and more than 75% of the votes said communication skills are the most important. It makes sense if you think about it. Communication is the bedrock of marketing, negotiation, sales, and so much of what you do.

My guest today knows this all too well. Jesse Zagorsky is a master communicator. I first encountered him several years ago at one of Tom Ferry’s big conferences. Jesse is a podcaster, he makes videos, he really gets content and communication. Jesse is also a successful real estate agent. He’s been in the business for 16 years. He’s the team leader at Live Love San Diego Homes. They have 7 agents and 2 admins, and they do about $50 million in volume every year.

On today’s show, Jesse is gonna talk about neuro-linguistic programming, NLP. So, listen for him to talk about what NLP is, the importance of building rapport and being an active listener, and specific, NLP techniques that you can start practicing today to improve your communication skills.

You may wanna grab a pen or maybe have your laptop handy, something where you can take notes because we’re gonna get into techniques and some specific phrases that you can use in different real estate situations.

Let’s get started by making sure we’re all on the same page. The first thing I asked Jesse was to explain what NLP is and what role it plays in real estate.

(BEGIN CONVERSATION)

Jesse: So, NLP is learning the language of the brain, right? And I had a friend who described it that way to me recently and I just love that description. It’s the language of the brain. So, NLP is a technique, neuro-linguistic programming, that came from therapy, right, people who are doing psychotherapy and we’ve borrowed pieces of it to use in a sales context that real estate agents and other salespeople have been using for years. And it really helps people get out of their own way either oftentimes for yourself, the things you wanna do, or with your clients and language patterns and the ways you can connect to really communicate more effectively and it gives you, kind of, some control over the process.

Matt: Is it a matter of the words that you say or is it how you say it?

Jesse: That’s a really good question. It is far beyond the words you say and a lot more into how you say it. They’ve done studies that say about 80% of all communication is non-verbal, right? So, people who are just listening to this podcast are missing some of the wonder of my hands flying around in circles, but [inaudible 00:05:23]. But this is part of what to know as a salesperson intuitively is the way you communicate. So, not only the words, but the rate of speech, the tone of voice, the body language. There’s so many parts of communication that’s nonverbal that all ties into NLP.

Matt: Is this something that I, as a general consumer, a shopper, or somebody who has, you know, purchased cars in the past, encountered salespeople outside of real estate, is this something that I’ve probably come across before, but maybe didn’t know that there was a term for it?

Jesse: Absolutely. I’m sure you’ve had salespeople who were “doing it to you,” but the idea is you’re not doing it to manipulate someone, right? That’s the whole idea of sales. It’s about persuasion, not manipulation. If your goals and their goals are in line and it’s persuasion, right, they’re helping you achieve your goals, but yes, you probably have encountered people doing this. And there are so many techniques that have come out of NLP that are taught by sales trainers that aren’t even labeled as NLP, but that’s where a lot of this stuff comes from, from straight-up brain psychology and how to basically tap into that part of the brain.

Matt: If I’ve been to the car dealer…and they have a bad reputation, so I don’t mean to keep using that as an example. But I’ve been to the car dealer and they come out and they say, “How can we get you in this car today? What’s it gonna take to get you in this car today?” Is that the sort of thing, or is that just being a pushy salesperson?

Jesse: It’s just being a pushy salesperson. However, you can technically say the way you are saying the word today could fall into this world of NLP because the word today is one of those trigger words that attaches to a certain portion, but the problem is when it’s done really badly out of rapport, none of this stuff works. It just feels the energy is wrong. It just feels bad. And so, you’re probably more aware of it in the context of a car dealer, however, when it’s done well, if someone were to drop in the word today into a conversation, it would trigger that part of your brain and not trigger such red alerts going off in your head. Does that make sense, Matt?

Matt: Yeah, yeah. That does. I think you make the point there that rapport is the important part, and hopefully, you as an agent have that rapport with the clients that you’re working with and can help them as they’re going through the buying process, going through the selling process. You already have that established. So, what you’re doing doesn’t sound like pushy salesperson. It sounds like you’re helping them reach their goals.

Jesse: You have to have rapport or else don’t even bother trying any of this. Like, that rapport is the foundation of NLP and any sales technique for that matter, but that’s part of what you learn when studying NLP is how to create that rapport quickly, whether it’s just, you know, face to face, whether it’s over digital conversations, but through, you know, effective listening techniques and through specific ways you can create rapport, that is at the heart of everything we’ll go over today for NLP.

Matt: Gotcha. Does NLP come into play through all parts of the real estate process, like beginning all the way back at lead generation, then lead conversion, all the way through negotiation and closing or is it something you just do more frequently maybe at the beginning?

Jesse: I mean, once…if it’s something that people get really deep into doing practice because it has to do with a lot of language patterns and ways you communicate, it’s gonna come up over and over again throughout the process because it’s a way that you learn to communicate. So, whether it’s in written word, you know, removing pressure to allow people to create rapport. There’s phrases you are gonna say, even when it comes to the end of the transaction, generating referrals, I think NLP plays into all of this. I mean, I learned it early on in my career and I think I apply it everywhere without really thinking about it much, without thinking, “Okay, I’m gonna do some NLP now. Okay. I’m gonna do some of this now,” versus early on, you know what I was learning it, I did just really awkward, clunky things that were pretty…looking back to make me laugh at myself, to try to learn it, but it’s like learning a new language in a way.

Matt: Well, when you started out learning this, what was the hardest part about learning NLP?

Jesse: Not sounding like a dork. [laughs] Which I still sound like a dork all the time, but it’s like, no, but when you’re really aware of something…It was like when you said a few minutes ago you were walking into a car dealership and someone says to you, you know, “Hey, what can we do to get you in the car today?” That pause before the word today, it’s so clearly obvious as salespeople, you and I talking, we can hear it and you talk about it. The average consumer probably wouldn’t pick up on it, but you’re so self-aware that it’s practicing it over and over that you are no longer self-aware because if you’re thinking about your own words, you’re no longer in the moment and actually paying attention and present to your client. And that really kills the magic of it.

Matt: Jesse just made a key point right there. You have to work on this. Practice it over and over until it’s just a natural way that you talk to your clients. Jesse says NLP is something that you will mainly use when you’re speaking with a client, but it could also be used in your written communication like emails, texts, maybe even in the headlines of your blog posts.

NLP has been around for decades. If you go to Amazon and just search the letters NLP, you’ll find more books than any one person can read. And some of them seem, like, really thick. There’s one that promises to teach 350 NLP techniques.

Now, we don’t have time on “The Walkthrough” to cover 350 techniques, but I did ask Jesse to share a handful with us, some of the NLP techniques that he uses most often as a real estate agent. So, let’s get back to the conversation. Jesse is talking about one of those techniques called active listening.

Jesse: There a few different names for active listening, authentic listening, effective listening. They all have little different nuances. For the sake of this discussion, let’s just all say that if you don’t develop your skills as a listener, it’s very difficult to do anything else in the sales process. And most salespeople will say, “I’m a really good listener. I’m good at it.” When it comes down to it, some of them might be, and a lot of people still have some work to do. And it’s something that after 16 years in real estate, I’m still working on my listening skills on a daily basis. I’m always going back to this, it’s something that is the basic building blocks that I go back to time and time again.

And I was taught six elements for active listening that come from NLP. These six elements, I go back to over and over because you forget over time, you deviate. They’re not natural for the way most of us listen. So, the first one is honesty. Very straightforward, super easy. If you’re gonna be in a listening state, you’re coming from a, really, place of honesty and integrity. That one doesn’t need much explanation, right?

Matt: Right.

Jesse: Okay. Next one. Second one is remaining neutral. So, listening in a way where you are not listening as the judge, you are truly neutral. And the way this comes up in a real estate context are…I love to give the example of someone who’s, for example, getting divorced. It’s a really polarizing thing when a client tells you, “Yeah, I’m making a move because I’m looking at getting divorced.” The natural response when someone tells you they’re gonna get divorced would be…what would your response be? Someone says, “I’m moving because I think I’m getting divorced,” you would say what?

Matt: Oh, that’s so sad.

Jesse: That’s so sad. And you can take it either way or another. It just depends on your own personal associations with it. But immediately when say “that’s so sad,” you’ve left the world of neutrality and you’re gonna see how that could shut down where they’re going. What if this particular person was thrilled about getting divorced?

Matt: Right. No, you’re right. You don’t think about it that way, but you’re right.

Jesse: And I’m not saying it’s a good thing or a bad thing. I’m saying we have no idea in the world because for some people, divorce is the best thing that happened to them. They were truly unhappy. This is about opening them up to the next stage. For some people, it’s devastating and it’s terrible. And you don’t know. So, this is part of this effective listening, remaining neutral is a really difficult thing for some people because our natural response is to step out of that neutrality immediately, but you’ll never find out the details. If you say, “I’m so sorry you’re getting divorced,” and they actually think it’s fantastic, they ain’t never gonna tell you that now.

Matt: Right. And I say that…I would say, “That’s so sad,” because I feel like that’s a way for me to make a connection with the other person, right, but what I might be doing is making the wrong kind of connection.

Jesse: Correct. And I’m not saying to never share your opinion. I’m not saying to never share about yourself. And you’ll see one more here, the last one, that’ll tie into this when we get to the last of the six steps.

The third one is having no agenda. This is a really interesting one for salespeople because typically when we’re on a phone call with a new lead or sitting face to face, we do have an agenda, we wanna set an appointment, we wanna get hired. But if you’re truly listening to them, you gotta park the agenda to the side for a minute and this is a good reminder because you’re not gonna forget where you’re going in the conversation. I promise you. If you’re listening to this as an agent, you will not forget to book an appointment, but it’s really easy to get focused on, “Okay, book an appointment, book an appointment,” and not actually listen to the client, which is where the magic happens is in that building rapport. That make sense?

Matt: That makes total sense. Yeah.

Jesse: Okay. Next one is to stay in context. This is the secret to being conversational and something you are really, really good at because I’ve listened to other podcasts episodes and you’re a great interviewer. But that’s what makes an interviewer versus an interrogator. If you rapid-fire questions at someone and you’re bouncing around from subject to subject, it comes off like an interrogation. If you listen to what they say and you ask your next question based in context, that’s what makes someone a good interviewer is also what makes people a good buyer’s agent because they’re staying in context and it helps get all those details from the client. Make sense?

Matt: Yeah. That does make sense and I’d never thought the way that I might conduct an interview might help in the way you or some other agent conducts an interview or a conversation with a potential client, but it is so important to pay attention to what the person is saying and not start thinking about the next thing you wanna ask.

Jesse: It’s so important. And that’s why when I’m trying to teach salespeople how to do this, I tell them to go listen to their favorite interviewers, right? Whether it be a podcast, whether it be a TV show, whatever, go listen to people that you think do a good job of interviewing and see how they weave the conversation, right? In a 5 to 10-minute conversation, you can learn an awful lot about someone just asking questions based in context. And these are all part of the basic building blocks of NLP.

So, the two more, we’ve got ask questions as opposed to making comments. Making comments stops the flow, asking questions continues it going. Makes sense, right, a period versus a question mark.

And this is the last one that I always put a little star by. If someone’s taking notes, write this down. This is the big one for most real estate agents, for most human beings: Listen, don’t relate. Listen, don’t relate. So, when you said earlier that divorce example, “Oh, that’s so sad,” you said that was your way of, kind of, building a connection. Picture the same thing, if you’re walking through a house with a client and you see on the wall…like, I think I did this the first time I talked to you. People can’t see your wall right now, but I’m gonna describe to them what I’m seeing, right, because we’re on Zoom. I can see you. You’ve got on your wall behind you an amazing picture of the band U2.

Jesse: And you and I talked about this offline. I happen to also like U2, but when I first started talking to you, I didn’t tell you that I liked U2. I didn’t make any comments about myself because my whole idea was I wanted to learn about you. And so, I didn’t make any comments. I didn’t relate my own actions. I’m asking about you. It’s the shared energy that I’m excited about something that you’re excited about. That’s what builds connection. Not the fact that we both like the same band.

Matt: That’s such a thing that I notice when I’m involved in my own conversations or I’m listening in other conversations. At some point, you know, person A will ask the question, person B will start to answer it, and then person A is like, “Oh, yes. I’m the same way too,” and they make it all about themselves, right? That’s what you’re saying. Like, avoid that.

Jesse: Avoid it. And I’m not saying you can’t ever, ever, ever tell them that yourself. You can. They just don’t care. I’m serious. Like, when you go to sit down, it’s like…they will care at some point because you’ll become friends throughout the transaction. They might care, but really at first, they really don’t care about your life. They’re all wrapped up in their own head. And so, if you focus on listening to them, they could literally know nothing about you. You just keep asking them questions and they’re gonna think you’re the most professional real estate agent on the planet. That’s really part of the secret is you just want to keep your clients talking and learn about them. That’s the basic building block to building rapport.

(Announcer: You’re listening to the walkthrough, but have you subscribed yet? When you do, you’ll get to every new episode delivered to you automatically. No need to search for new episodes. Every “Walkthrough” will be available on your phone whenever you want it right in your podcast app. In Apple Podcasts or Google Podcasts, find “The Walkthrough” and click subscribe. In Spotify, the button says follow. Subscribe today and don’t miss an episode of “The Walkthrough.”)

Matt: Okay. Jesse just went six levels deep on the idea of active listening. Another foundational element of NLP is building rapport. As we get back to the conversation, Jesse is explaining that this is about mirroring and matching, about behaving the way that the other person behaves.

Jesse: The idea that mirroring and matching everything is not unique to NLP. However, it’s part of those building blocks where you’re gonna match someone’s rate of speech. You’re gonna match their tone of voice. You’re gonna match their inflection, their choice of words, their diction. There’s so many things you can match. And I could spend time breaking down each one of those, but just at a high level, that’s the things you wanna do. So, when I talked to you, Matt, I’m gonna have a conversation in a different way than I would talking to someone who speaks really quietly and slowly and like this, or somebody talks super fast like this, I’m gonna start talking this way too. I can talk really fast all the time because that’s how we talk, right? That’s the basic idea behind a lot of rapport.

Matt: But how do you do that without…I mean, I understand the idea of mirroring body language, mirroring tone of voice or whatever, but how do you do that without making it look like you’re, like, mocking the other person or, you know, copycat, that kinda thing?

Jesse: Because they won’t even notice that you’re copycatting them. You only notice when you’re out of rapport. You don’t notice when you’re in rapport. It just works, right? I sat in a listing appointment today and I’m naturally a fairly quick talker and I was watching this gentleman’s face as I was talking and I was seeing, and it was hard because we had masks on and I’m sitting there with him and I’m like, something’s not feeling right. And I realized I was talking too fast. I was excited and I started listening and he was talking a lot more slowly than I was. And as I slowed down and I started to breathe when he breathed, I was getting our breath in sync, that’s another one of NLP, right? You’re gonna breathe and get in sync with the other person. I watched his body visibly relaxed. His shoulders came down. I watched him start to come there just by changing my rate I was speaking. I don’t think he thought I was making fun of him or copying. I think it was helping to actually put him at ease.

Matt: That’s fascinating. So, just trying to be deliberate about matching your body language, your tone of voice, your speed to what the other person is doing.

Jesse: A hundred percent. And practice it because if you are self-conscious about doing it, that’s probably when it does come off as weird, awkward, and creepy. You got to do it without feeling self-conscious. I think that’s the key.

Matt: All right. That makes sense. Let’s move on to the next one. For listeners who don’t know, Jesse and I have a list of things that we’re gonna pick from. Why don’t we cover future pacing? This sounds very interesting to me.

Jesse: Future pacing. Yes. Future pacing is where you tell someone what is going to happen before it actually happens. So, let’s take, for example…it helps them not only feel more comfortable, but it also sets up a scenario of what they can expect and also how they’re gonna navigate that. It helps you avoid future objections before they even come up, right? So, let’s take, for example, one of the HomeLight programs, which I love. I’m in love with the HomeLight Trade-In program. Okay. I’m sure guests have talked about that on the show. This is not like an advertisement. I think it’s a really cool program. And so, I know though, because it’s a little different than what most sellers are used to, with the HomeLight Trade-In program, I’m gonna set up this future pace scenario, right?

If they’re gonna go forward, and they’re gonna either do the program or they’re gonna have a conversation about it, I’m gonna let them know, “Hey, so, you know, once we go forward and once we, you know, get started in the HomeLight Trade-In program, you may wake up tomorrow and start thinking like, “Is this really the best fit for me? That’s totally normal. Most of my clients have a thought like that. I just wanted to remind you, here’s the reasons why we’re doing it because you want X, Y, and Z, right?” Whatever it was for them. Whatever their values were. And I’m gonna tell them in advance. So, before they even ever have that thought.

Same thing goes with writing an offer for a client, right? Client’s gonna write an offer, especially in this market right now, super low inventory, super low inventory. People are writing offers well above list price in most markets in the country. Okay. When you have a buyer who writes an offer well above list, even if they know it’s competitive, do you think the next day they often wake up or sometimes an hour later and think, “Did I make a bad decision?”

Matt: What did I just do?

Jesse: “What did I just do? This is scary.” And if you don’t future pace it, you’re setting up a scenario where you could still talk them off the ledge because they’ll talk to it, but it’s so much more powerful if you future pace it and you tell them what’s gonna happen, right? “Hey, I’m gonna send the offer now. Just so you know, you may wake up tomorrow morning, even a couple hours from now and you may think, ‘Oh, my goodness. What have I done?’ Okay? Totally normal when you write an offer well above list price. The reason we’re writing above list price, remember, is because you lost the last six offers because we kept coming in under list, you kept getting outbid. And that feeling of like, ‘Uh, I really just don’t wanna be outbid anymore,’ it was starting to get really, kinda, frustrating and a bit sad. That’s why we wrote the offer so high over list price. So, I just wanna remind you and you can call me, I’ll remind you again, but when you have that feeling, that’s why we’re writing this offer for this price.”

Matt: So far, we’ve talked about three aspects, three ways that you can use NLP to improve your communication with clients. We have a couple more to share before we wrap things up.

You heard Jesse say earlier that NLP is not just about what you say, but it’s also about how you say things. This next technique is a great example of that. It’s all about the tone and inflection of your voice. When you make a statement, your voice usually goes down at the end. You might say something like, “I loved that movie.” You hear how my voice dropped at the end. But when you ask a question, your voice usually goes up at the end. You might say, “Did I love that movie?” That’s how we normally talk. But this next NLP technique flips that upside down.

Jesse: That’s your baseline. You go down for statements, up for questions. You can start to say things that are questions with the inflection or the ending of a statement. So, when you’re gonna ask someone a question, what’s one of the most common questions Realtors ask on the phone? Like, give me a question a Realtor would ask someone when trying to book an appointment.

Matt: When you’re trying to book appointment, you would say, “Are you free on Thursday at 2:00 p.m.?”

Jesse: Right. “Are you free on Thursday at 2:00 p.m.?” And most people if you ask the question would say, “Are you free Thursday at 2:00 p.m.?” [voice goes up] They kinda toss it out there. And it has that feeling of like, free on Thursday, 2:00 p.m., yeah,” whereas if you say, “Are you free Thursday, 2:00 p.m.? Are you free Thursday, 2:00 p.m.?” [voice goes down] Now I’m going down at the end. I’m saying it like a statement, which has a lot more power and authority behind what I’m saying, and the way to learn this is to take your fist and put it up by your head, right? No one can see you right now. It’s a podcast. Don’t worry. Take your fist, put it up by your head, and as you say that whatever question you wanna say, right, I like to use something called an alternative choice question where you give two answers that are equally accessible, right? Do you wanna talk at 2:00 or 3:00? You’re gonna take your fist that’s up by your head and you’re gonna lower it down towards your waist as you say your question. Do you wanna meet at 2:00 or 3:00? Are evenings or weekends better for you?

Matt: That’s fascinating to me. The mental calisthenics that are going on here when you don’t go up at the end with the question, it sounds like it’s a done deal.

Jesse: Once you do it, it becomes ingrained in you and it’s just such a really easy way to throw out your questions like statements.

Matt: Let’s go on to storytelling techniques.

Jesse: Here, I use the phrase “has there ever been a time?” So, let’s say you’re sitting with someone and they are looking to do something totally illogical, crazy. Like, let’s say they wanna list with an agent that’s gonna charge almost nothing, right? And all of us as agents, that’s one of our least favorite things, right? You’re handling that commission objection which comes up over and over and more often, or it’s gonna happen. So, we wanna leverage their own past experience. When it’s talking about storytelling, you’re almost having them tell their own story. You’re gonna leverage their own experience to help them avoid making the same mistake twice because no one likes to make the same mistake.

And again, all these things, I’m not saying these are magic bullets, you use them when you list every house, but knowing where to use them and what makes it a lot of fun. So, if someone says they’re gonna list with this kinda agent, I’m gonna say, “Totally respect that. First of all, I want you to work with whoever you feel comfortable with. Let me ask you that. Has there ever been a time when you purchased something solely based on price and it didn’t work out the way you were hoping?”

Matt: Everyone will answer yes to that question.

Jesse: Correct. And that’s part of the key is you have to ask this question. “Has there ever been a time when” — something so generic that they can see themselves in it and they can relate? Don’t say, “Has there ever been a time when you bought a really crappy piece of junk from some foreign country over eBay and it showed up and it broke within minutes of arriving at your house?” Don’t say that, right, because that’s too hard to relate to, but if you say, “Has there been a time when you bought some just based on price, it didn’t work out the way you’re hoping?” And when they say, “Yeah,” then go deeper and ask them, “What was it? Tell me about it.” Make sure they get really present to that memory or else this won’t work. They have to really feel that pain of what happened when they made the mistake the first time. From there on you’re gonna handle the objection the way you would normally illustrate your own value, remove the threat, illustrate value, remove threat. It’s just the way to frame up the context of that discussion.

Matt: What you’re doing is you’re showing them, “Hey, you’ve made a decision like this in the past, totally unrelated to real estate. It didn’t work out then for you. Don’t make the same mistake this time.”

Jesse: Correct. And that is straight-up an NLP technique, one of these 367 in those really thick books. I don’t know what technique number that is, but that’s…but you have to practice these things so they get comfortable. If you feel really awkward, it’s not gonna go well. So, practice this. Use it, joke around with it. You have to have fun with these things. You absolutely have to have fun with them.

Matt: Jesse, this has been fantastic. I think when I think about successful real estate agents, I think of, right, you need good sales skills, you need good marketing skills, you have to be a good negotiator, but I think communication skills might be at about the top of the list. And that’s what this is really about, how you communicate with your leads and with your clients.

Jesse: A hundred percent, communication. And National Association of Realtors, the number one complaint that people have about their agents over and over is communication. And typically, I always read that as not communicating enough or not the right stuff, but it’s the way you communicate. It’s the way you make people feel in that communication. That’s the reason why they’re either gonna do business with you or not. It’s the reason why they’re gonna refer clients to you or not. And all these things we talked about, it allows you to build that sense of comfort with your client and allows you to take that relationship that much deeper. It absolutely is all about communication.

(Speaker: Matt McGee, Host)

As we were saying goodbye, Jesse pointed out that it’s possible to take NLP a bit too far. He asked me to emphasize to you that this is not about manipulation. It’s about communicating better so that you can serve your clients’ interests, not yours. This can be, like, really powerful stuff and with great power — I mean, you’ve heard the phrase before — comes great responsibility. Thank you, Peter Parker.

Hey, if you wanna connect with Jesse, he said, there’s a couple of things to do. Look him up by name on Facebook or Instagram. It’s Jesse Zagorsky. You can also catch him every weekday at 8:00 a.m. Pacific Time for his live podcast. It streams on Zoom. Just go to agentpowerhuddle.com. I’ll have that and some more links in today’s show notes.

Let’s do our takeaways segment. I’m always fascinated by things that involve psychology and the brain. Here’s what stood out to me from today’s conversation.

Takeaway number one. Jesse and I talked about five NLP techniques. You heard him explain active listening. He went deep into the six steps of that. Things like staying neutral, staying in context, keeping your clients talking about themselves.

Rapport building. Another foundational piece of NLP. That’s using things like mirroring and matching.

We talked about future pacing. That’s where you tell the client what’s gonna happen in advance. It puts them at ease. It helps you handle objections before they happen.

We talked about tone of voice and inflection. That was the part about how our voice goes up or down. So, you ask your questions like statements. Do you wanna meet at 2:00 p.m. or 3:00 p.m.?

And we also talked about storytelling techniques. Jesse mentioned the phrase, “Has there ever been a time…?” where you use their own experiences as an objection handler. So, that’s all takeaway number one.

Takeaway number two, when it’s done badly, when it’s done out of rapport, NLP does not work. Don’t even bother trying NLP, Jesse said, if you don’t already have a good rapport with your client.

Takeaway number three. The hardest part about this is not being self-aware. You don’t wanna approach it as, “I’m gonna go do some NLP now.” Now instead, you have to practice this over and over so that it comes naturally at any stage of the transaction. It’s all about good communication. And remember, you don’t wanna sound like the adults in Charlie Brown.

Okay. If you have questions or feedback for myself or Jesse, you can leave a voicemail or send a text. The number is 415-322-3328. You can send an email to walkthrough [at] homelight.com, or find me in our Facebook listener community. You just go to Facebook, do a search for HomeLight Walkthrough and the group should come right up. Love to see you join us in there.

That’s all for this week. Thanks so much to Jesse Zagorsky for joining me. Thank you for listening. If you like what you hear, please rate and review us on Apple Podcasts or wherever you listen. That would mean a lot to me. Be sure to hit that subscribe button too so that you get all of our future shows automatically.

My name is Matt McGee. You’ve been listening to “The Walkthrough.” At HomeLight, we believe in real estate agents. We’re on a journey to find out how great agents grow their business, stand out from the crowd, and become irreplaceable.

Go out and safely sell some homes. I’ll talk to you again next week, everyone. Bye-bye.

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Text to Speech’s Impact on Real Estate Agents

Compelling figures support the escalating trend of video usage in the real estate sector. Research reveals that property listings featuring videos receive 403% more inquiries than those without videos, underscoring the profound influence of engaging multimedia content in capturing potential buyers’ interest. However, the quest to make these videos more captivating and compelling remains.

One innovative solution that is paving the way forward is text to speech . TTS technology can significantly enhance the video creation process for estate agents, adding a layer of engagement and information delivery that can set listings apart in a competitive market.

In this blog, we will explore the crucial role this innovative tool plays for real estate professionals across the globe. From streamlining communication with clients to enhancing property listings, TTS technology is poised to redefine industry standards for efficiency and customer engagement. Discover how to leverage the immense potential of TTS technology in the ever-competitive real estate landscape.

Table of Contents

Time-savings, accessibility, multilingual advantage, natural voices, extensive collection of voices in different languages and accents, customization options for personalized audio, voice over video integration, voice changer, benefits of text to speech for real estate agents.

Text to speech automates the generation of realistic voiceovers for property tour videos, reviews, and promotional ads, significantly reducing the time and effort invested in creating these resources. TTS software can swiftly turn written content into compelling audio, freeing agents to focus on their primary duties, such as client consultations, market analysis, buyer and seller representation, and document preparation. 

By transforming written content about properties into spoken format, TTS makes information accessible to a diverse audience, including auditory learners, individuals who struggle with reading , and those with visual impairments. Such an extensive reach can lead to increased engagement, fueling higher conversion rates.

One of the most compelling benefits of TTS technology is its ability to amplify viewer engagement. Whether it’s a property tour video on YouTube, an ad promoting a new property, or a review of a residential complex, a well-crafted voiceover can hold a potential buyer’s attention, making them more likely to process and respond to the information. By infusing life into static text and transforming it into vibrant narratives, TTS software enhances the overall effectiveness of a real estate agent’s communication strategy.

Also read : Text to Speech for Audio Guides: Enhancing Tourist Accessibility  

Real estate agents often interact with clients from diverse linguistic backgrounds. Leveraging the multilingual capabilities of TTS technology , agents can seamlessly convert property details and promotional content into various languages. This ensures clear communication with non-native speakers and international buyers, fostering trust and inclusivity. By addressing clients in their native language, realtors can establish a deeper connection, broadening their market reach and increasing potential sales.

Why Should Murf Be Your Text to Speech for Real Estate Content?

In the competitive world of real estate, agents need every tool at their disposal to stand out and engage potential clients. One such tool that has proven incredibly effective is Murf, a leading text to speech software designed to create high-quality voiceover content for any type of video, be it explainer video, training video , or promotional videos.

Murf is not just a voiceover generation software; it’s a comprehensive solution allowing real estate agents to create engaging, professional, personalized voiceovers for their visual content. Its library of 120+ male and female voices in 20+ languages and various accents, such as Australian, American, and Spanish, enables realtors to create content catering to a global audience. With its user-friendly interface, extensive features, and customization options, Murf is ideal for real estate agents looking to enhance their marketing efforts.

A standout feature of Murf is its natural-sounding AI voices. Unlike other text to speech software that often provides robotic or monotonous voices, Murf’s TTS voices are incredibly realistic and can mimic human intonations and prosody. They add an authentic and relatable element to a real estate video, building trust and credibility with viewers.

A well-spoken and natural-sounding voiceover also lends professionalism to real estate videos, making them more appealing to potential clients and stakeholders.

For example, for property walkthrough videos, Theo’s bold voice can confidently highlight key features of the house. Miles’ commentator voice, on the other hand, is more suitable for a video on a neighborhood tour, while Wayne’s deep voice best fits a video on market updates. Client testimonials can feel more personal with a ‘conversational voice’ like ‘Charles’ or a low-pitched voice like ‘Julia.’

Murf’s extensive multilingual voices are a huge plus for real estate agents catering to diverse regional and international audiences. They can choose from voices in over 20 languages and multiple accents, such as Australian, British, and American English, Brazilian Portuguese, and more, ensuring that the content resonates with your target audience, regardless of their linguistic background.

Murf provides voice customization options, enabling real estate agents to fine-tune their audio content. Among these, the pitch and pause controls stand out. For instance, imagine a real estate video showcasing a historic mansion steeped in history and mystery. A lower-pitched voice can evoke a sense of depth and gravitas. Combined with deliberate pauses, it can create an atmosphere of reverence and awe.

With Murf’s intuitive interface, adjusting the pitch is as simple as dragging the slider to the desired value, ranging from -50% to +50%. Similarly, pauses can be incorporated to let the information sink in and accentuate the mansion’s grandeur. This level of customization ensures that the voiceover complements the video content and elevates the overall viewer experience.

With Murf, real estate agents can effortlessly upload an existing property tour or a promotional video and overlay it with a voiceover. By simply inputting a new script into Murf, they can generate a professional-sounding narration, eliminating the need for external recording setups or hiring voice artists . This feature is invaluable for agents aiming to quickly update their content or adapt to a multilingual audience.

Real estate agents who have previously recorded voiceovers but seek a more polished sound can utilize Murf’s AI voice changer . This tool allows them to replace their original narration with one of Murf’s 120+ natural-sounding AI voices, spanning 20 different languages. This ensures that even home-recorded content can be elevated to a professional standard, resonating more effectively with potential buyers.

Also read : Enhance Motivational Speeches with Text to Speech Software

In the ever-evolving world of property marketing, adaptability and innovation are the keys to success. And, no doubt, TTS technology is leading this transformative journey. By harnessing the potential of TTS tools like Murf, real estate agents can generate engaging, accessible, and time and cost-efficient property videos with realistic voiceovers that set them apart in a competitive market.

But the proof, as they say, is in the pudding. And what better way for a real estate agent to taste the pudding than to try it for free? Murf offers a free trial, allowing real estate agents to explore its myriad features without any immediate commitment. This way, you can personally experience the transformative potential of this TTS software before integrating it into your marketing strategy.

To sign up for your free trial, visit Murf. Make the leap today and watch your business reach new heights.

Can TTS software help me create engaging property descriptions?

Absolutely! Text to speech software transforms ordinary property descriptions into engaging narrative voices that hold viewers’ interest. Using different inflections and tones for voices, for example, can highlight important features and evoke emotions that could influence buying decisions.

How does using TTS save time for real estate agents in creating videos?

TTS software streamlines the voiceover process by converting written descriptions into voice. This eliminates the need for scheduling and recording voices, significantly reducing the time spent on audio and video production, including promotional videos, property tours, and more.

Can I try Murf for free before making a purchase? How can I access the free trial?

Yes, you can! Murf offers a free trial for users. Simply visit the Murf website and click the ‘Free Trial’ button. You can then sign up and start exploring the features and benefits Murf offers without spending a penny.

You should also read:

8 Essential Features Every Good Text to Speech Software Must Have

The Art of Text to Speech Emphasis

How to create engaging videos using TikTok text to speech

A homebuyer's guide to the real-estate revolution

The rules for real estate are changing. Here's how you can profit from the upheaval.

Austin Whitt has seen a lot in his six years as a real-estate agent. He weathered the pandemic in Tennessee, slinging homes in the Nashville area and training new Realtors as they piled into the industry. But twice in the past month, Whitt has encountered a rare sight: a buyer without an agent. In his years of listing homes for sale, Whitt had come across this kind of rugged individualist only once before. Sure, the recent run-ins may have been a coincidence, a blip. But given the seismic changes underway in real estate , Whitt can't be certain.

Thanks to a series of multibillion-dollar class-action lawsuits, the real-estate industry is in the throes of its biggest upheaval in half a century. The National Association of Realtors, the powerful industry group that sets the ground rules for buying and selling homes in America, recently negotiated a $418 million settlement with aggrieved home sellers who sued the organization over the commissions they'd paid to real-estate agents. The deal could open the door for more consumers to bargain down those fees or nudge some people looking for a new home to forgo an agent . Given their revolutionary nature, the proposed rule changes — which still need approval from a federal judge — have also prompted a flood of questions about the future of homebuying.

"It's a very fluid situation," Whitt told me.

Buying a home has never come with a handy road map. But one thing is clear: It's about to get a lot murkier. With that in mind, I've been asking experts how buyers can prepare for whatever world comes next. Their answers illuminated the potential pitfalls, of which there are many. They also highlighted new ways to come out ahead — and maybe save thousands of dollars along the way.

So, you're ready to turn your late-night Zillow scrolling into a proper home search. Before you begin the journey in earnest, you should ask yourself: Do I want to hire an agent? There's a good chance the answer is yes — buying a home is a complicated, emotional transaction that usually benefits from an experienced set of eyes. Last year, 89% of buyers enlisted the help of a licensed agent, according to the NAR. Even Steve Brobeck, a senior fellow at the Consumer Federation of America and an outspoken critic of the real-estate industry, told me he wouldn't buy a home without one.

But the conventional wisdom — that it doesn't cost a buyer anything to hire an agent and that you need one to secure your dream home — is crumbling. Sites such as Zillow and Redfin have democratized the home search, while the recent lawsuits have exposed the billions of dollars that US consumers pay their agents every year. Some critics argue that buyers could be better served (and save a lot of cash) by instead hiring a lawyer for a few hours to look over contracts and make sure everything is in order.

Most buyers probably don't have that kind of confidence, especially first-timers . If you fall into that camp, the next step is to figure out exactly which kinds of services you'll need. Maybe you feel certain that you can find and tour homes on your own but want someone to manage the transaction and make sure you don't skip over any crucial to-dos. Or maybe you want a more involved agent who can send you listings, guide you through homes, help you line up inspections and a mortgage, and haggle with the seller over every last detail — someone whose "whole job is to be nosy," as Sabrina Brown, a broker in North Carolina, told me. Those are two very different job descriptions, but they've traditionally commanded pretty much the same fee.

Discerning buyers could upend that status quo. Once you figure out what you want out of an agent, you'll have to figure out how much you're willing to pay for them. Prepare to have a frank conversation with prospective agents. For decades, homebuyers have coasted on the blissful assumption that using an agent is free. This illusion was maintained by the roundabout way in which money trades hands: The typical buyer never pays their agent directly; instead, the seller pays their own agent, who then uses part of that commission check to pay out the buyer's agent. Ultimately, the commission comes out of the money the buyer sent to the seller, but the transaction is hidden.

Sellers agreed to this method because they didn't want to risk having their homes passed over by buyers' agents who might "steer" their clients away from properties that didn't offer compensation to the other side or offered sums lower than standard commission rates , usually 5% to 6% of the total home price. And because buyers weren't paying their agents directly, they usually didn't see much reason to bargain down the fee. In fact, they might not even know their agent's rate until they're at the closing table, if they ever found out at all. This model has proved lucrative for agents. Buyers and sellers typically pay more than $100 billion a year to the real-estate industry, a massive wealth transfer that Brobeck estimated could be cut down by about $30 billion annually if commissions were in line with America's peers like the United Kingdom or Australia.

The recent lawsuits, which accused the NAR and some of the country's largest brokerages of conspiring to keep agents' commissions unfairly high , could signal the start of a new era. As part of its deal to settle the cases, the NAR agreed to prohibit sellers' agents from making offers of commission to buyers' agents on the multiple-listings services, the local databases where agents can browse homes and see how much they stand to collect on a deal. The organization also agreed to require its members to negotiate commissions with their buyer clients in writing before so much as showing them a home.

But even with these changes, the settlement, which is set to go into effect in July if approved, doesn't contain a single rule that would kill off the 6% commission on its own. A deal like this simply can't solve all the industry's problems in one fell swoop, Prentiss Cox, a law professor at the University of Minnesota, said recently in a public forum he convened to discuss the coming changes. In many instances, agents might proceed with business as usual, and consumers could still end up paying today's standard commission rates. In other words, it'll be up to savvy buyers to find ways to make this deal work in their favor.

The NAR has always argued that commissions are negotiable. That may be true in theory, but buyers rarely take advantage of that right. It's worth a shot, though — even if the seller is the one who pays out both agents after the deal closes, the money you bring to the table is ultimately footing the bill. If you negotiate a lower fee, you could get some money back from your agent in the form of a rebate after the sale closes. Alternatively, you might be able to bargain down the home price by tens of thousands of dollars if the seller knows they'll have to set aside less money for agent commissions.

Maybe you're the kind of buyer who wants someone to hold your hand through every step of the process, in which case the traditional 2.5% to 3% for your agent might be a good deal. But if you've found a home and just need help making sure the deal doesn't go off the rails, you stand a greater chance of scoring a lower fee from your agent. There are also various discount brokerages that charge lower commission rates, even flat fees, in exchange for a more bare-bones approach.

The Realtors keep saying, 'Oh, we deserve our 3% fee.' Well, maybe you do. Convince the buyer that you do.

Bear in mind that an agent isn't obligated to lower their commission in the same way that a lawyer doesn't have to cut down their hourly fee — even if you ask nicely. But they may be inclined to do so if they really want your business. And if not, well, there are many other agents out there who would probably love the chance to help you with your home purchase. Interview agents as if you were a boss hiring them for a job, which is exactly what you're doing. Don't shy away from the tough questions. Jack Ryan, a cofounder and the CEO of the discount brokerage Rex Real Estate, suggested one query: Ask your agent why they're worth 3% of the home's sale price — after all, that's equal to $15,000 on a $500,000 home. Some will have a great answer, others, not so much.

"The Realtors keep saying, 'Oh, we deserve our 3% fee,'" Ryan, whose company shuttered in the midst of a legal battle with the NAR and Zillow , told me. "Well, maybe you do. Convince the buyer that you do. And if you can add 3% of value, great. But why are you claiming you know what you're worth relative to what the market says you're worth?"

This brave new world of homebuying won't guarantee easy wins for consumers. The path to homeownership is still lined with plenty of hazards.

For instance, while listing agents — those who represent the seller — are set to be prohibited from offering commissions to buyers' agents via the MLS databases, they can still disclose commissions pretty much anywhere else: on their websites, on a phone call, or even in person at an open house. A seller just wants to get the best price for their home as quickly as possible, Rob Hahn, a longtime industry consultant, said during the University of Minnesota forum. To make sure their house is seen, the standard commission might be a necessary pill to swallow. On the other hand, sellers in hot markets might feel like they could save a lot of money by offering less to a buyer's agent — maybe 1% instead of the typical 2% or 3% — or even nothing at all. If people are falling over themselves to get into your home, why dangle money in front of buyers' agents just to get them through the door?

This is why buyers can no longer afford to remain in the dark about how their agents get paid and how much. If sellers aren't paying out commissions to buyers' agents, buyers themselves could end up on the hook. To avoid this kind of surprise and lay out the terms of their representation, buyers' agents will have to get their clients to sign what's known as a buyer-agency contract. Some states already require these contracts, but a lot of agents in other places never use them: Only 41% of buyers last year said they signed a buyer-agency agreement, according to the NAR. This might be a more prudent move than buyers even realize — most of the agreements floating around today were created by state Realtor associations and are therefore designed to protect the interests of the agent, Wendy Gilch, a consumer advocate, told me.

"Even if someone presents you with some printed form, that doesn't mean it's set in stone," Gilch, who focuses on transparency in real estate through her company, Selling Later, told me. "You can decline it and be like, 'No, I'm not going to sign that. Change this; change this."

Buyer-agency contracts don't have to be tilted in favor of Realtors. In fact, if used fairly, they can provide transparency and clarity for both buyers and their agents. Under the terms of the recent NAR settlement, these contracts would have to include a few things. First, a buyer and their agent would need to agree to the maximum amount of compensation that the buyer's agent can receive — this could be something like a certain percentage of the sale price, an hourly rate, or a flat fee if the agent is willing to accept that. If the buyer and their agent agree to, say, 2% of the sale price, the agent can't accept any more than that. The buyer's agent would also have to update the client, in writing, on how much commission they stand to receive from the house their client is pursuing. On the whole, these look like positive steps for consumers.

It's not the solution. It's the first step in attacking this problem. And it's been spectacularly successful in being the first step.

As always, though, the devil is in the details. For example, what happens if the seller isn't willing to pay the buyer's agent's commission? In many cases, the template forms provided by the state Realtor associations say the buyer is responsible for covering the difference between what the buyer's agent expects to receive and what the seller is offering to pay. This could leave buyers on the hook to pay thousands of dollars out of their own pockets. A report from the Consumer Federation of America pointed out other risks: Buyers might not have a good way to get out of the contract if they're unsatisfied with their agent, or they might unwittingly agree to pay "junk fees," such as an administrative fee , which can cost anywhere between several hundred dollars and nearly $1,000.

One more scenario to consider: What happens if a seller is offering 3% of the price to a buyer's agent, but you and your agent agreed to a max of 2%? In most states, the buyer's agent can technically just rebate that extra money to their client. These kinds of rebates may be rare these days, but they could become more common after this settlement. On the other hand, in a mind-boggling twist, nine states prohibit rebates entirely. That needs to change.

The most important thing for buyers entering this new market, experts told me, is to read the buyer-agency contract carefully or consider hiring a lawyer if you have concerns. Realtors may rely on templates handed down from their state associations, but the terms aren't ironclad.

If all this sounds intimidating, rest assured: Even the people who live and breathe this stuff are struggling to make sense of it. David Dworkin, the president and CEO of the National Housing Conference, called the settlement "the most opaque and complicated agreement I have ever encountered." Dworkin told me he feared the deal would favor higher-income buyers and sellers who might be able to claim larger discounts from agents who stand to make a bunch of money off them regardless. But the bigger issue is that nobody has any idea how buyers and sellers would react to these proposed changes.

Depending on how you look at it, that's either aggravating or exciting. Regardless, the lawsuits have undoubtedly exposed market corruption, said Cox, the University of Minnesota law professor. All this focus on commissions could hasten a new era of experimentation in real estate, in which buyers' agents offer varying levels of service or commission rates in a bid to win clients. The revolution is only beginning; recently, the Justice Department got clearance to reopen its investigation into the NAR's practices, meaning more changes could be on the horizon. In this sense, the mere fact that more people are talking about commissions is a win.

The advice I got from experts can be boiled down to a simple mantra: Get in on that conversation. Talk to your agent early on in the process about the services you want, and make sure you're on the same page about their commissions.

"It's not the solution. It's the first step in attacking this problem," Cox said of the recent settlement. "And it's been spectacularly successful in being the first step."

James Rodriguez is a senior reporter on Business Insider's Discourse team.

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Through our Discourse journalism, Business Insider seeks to explore and illuminate the day’s most fascinating issues and ideas. Our writers provide thought-provoking perspectives, informed by analysis, reporting, and expertise. Read more Discourse stories here .

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Op-Ed: Taxpayers will win if Congress helps us right-size government office space

By Robin Carnahan, Opinion Contributor -  Originally published on The Hill

Good landlords want their buildings to function well and their tenants to have the right space to meet their needs. It’s that simple. Right now, the federal government’s landlord — the General Services Administration, which I lead — faces a unique moment related to both of those roles. 

Meeting this moment requires transforming many federal facilities into modern and flexible workplaces. The potential payoff is big: more productive and empowered federal employees, more long-term savings for taxpayers, and more economic growth in communities.

Today, with half of the leases GSA manages set to expire over the next five years, there has never been a better time to invest in and consolidate agencies into facilities the government owns, saving taxpayers billions of dollars.

It will take smart decisions, strategic alignment and collaboration between Congress and the administration to seize this opportunity.  President Biden’s  budget provides a sensible roadmap to move forward.

As a first step, the budget calls on Congress to let GSA use all of the rent that agencies pay to GSA’s Federal Buildings Fund for building maintenance, repair, and construction. The fund was established by Congress in 1972 to do just that, and it worked that way for almost 40 years. But over the last 13 years, Congress has prevented those funds from being spent on their intended use, instead taking about $1 billion each year to offset non-building-related programs. 

This untenable situation has led to deferred maintenance on hundreds of properties, delaying smart, proactive measures that could have prevented major breakdowns and hundreds of millions of dollars in cost escalations. Congress can fix this, ensuring that collections from agencies only support their intended use while preserving their own discretion on what projects to fund. 

The fiscal 2025 budget proposes that fix and also includes a $425 million optimization fund that will provide the upfront investments GSA needs to help relocate agencies and optimize the federal footprint. This proactive approach to modernization is the key to consolidating agency spaces and selling off or repurposing facilities that the government no longer needs, but which could be put to good use by state or local governments or the private sector. 

Those buildings must also be transformed into modern, flexible workspaces that integrate technology and reflect how agency missions are executed today.

That’s why GSA partnered with industry to set up a  workplace innovation lab  that shows what’s possible. Thousands of federal employees have already tested the lab’s spaces and provided valuable feedback. 

That’s also why our in-house experts now offer technology tools to help agencies easily explore different workspace options and configurations that adapt to their evolving telework scenarios and specific mission needs. 

Together, these actions and resources will help federal employees deliver services to the American people more effectively and efficiently than ever.

Finally, we are committed to working closely with communities to transfer properties to local stewards in ways that support revitalization and economic development. 

Here in Washington, we know that repurposing underused property has an outsize impact. This has included the redevelopment of the former  Cotton Annex  on the Southeast Waterfront, the  West Heating Plant  in Georgetown, and the  National Park Seminary  in Silver Spring. More opportunities lie ahead to put underused federal buildings to new uses — everything from condos to housing for people experiencing homelessness, to technical centers to municipal buildings, and more.

It’s never been a more exciting or challenging time to be one of the country’s largest stewards of government space. Meeting this moment can be a win for communities, taxpayers, and federal workers, but it will take serious collaboration, commitment, and upfront investment to make it happen. We’re ready to get to work. 

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Protestors storm within inches of Mayor Adams…

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Protestors storm within inches of mayor adams during speech boosting nyc.

Several protestors stormed within inches of Mayor Adams as he delivered a speech Tuesday to a roomful of community activists on the Upper East Side.

The incident occurred in the middle of Adams’ remarks at a breakfast hosted by the Association for a Better New York and ended with a security detail pushing protestors off the stage and escorting them from the venue.

The protestors strode to the stage, walked up the steps to the left of the mayor and, once on stage, began railing about Adams’ treatment of tenants in the city.

“When are you going to stand up for working New Yorkers?” one of them shouted as security pushed him out the door.

.⁦ @NYCMayor ⁩ ⁦ @ABetterNY ⁩ speech is interrupted by protesters saying he failed working class New Yorkers: “We need a new mayor!” pic.twitter.com/RAT3lf18wS — Jeff Mays (@JeffCMays) April 16, 2024

It’s not rare that demonstrators protest the mayor at events listed on his public schedule. What set Tuesday morning’s incident apart was how easily they got close to Adams.

The protestors did not have tickets to the event, according to representatives with the Association for a Better New York. A spokesman for Adams said they used counterfeit badges to gain entrance to the Park Avenue venue and that the incident is being looked into.

The venue had no metal detectors at the doors.

After the protestors rushed toward the mayor, a security team swooped into action, pushing the protestors down the steps and removing them from the venue.

NYPD sources said four people involved in the disruption have been taken into custody and will be charged with forgery, trespass and disorderly conduct.

Security on site was being provided by both NYPD and the association. Two members of the administration privately expressed concern over what they viewed as a lapse in security.

During a press conference held later in the day, the mayor said there was no security breach.

“It was not a security breach,” he said, referring to his security team. “They know that there’s one thing the mayor can do, the mayor can handle himself.”

He added that he’s instructed his security team to not guard him too closely.

“I tell my detail members: ‘Do not crowd me, I don’t want you in the room, I want to walk by myself, stay on the peripheral, do not keep New Yorkers from coming near me,'” he said. “It is challenging for them. I am a security person’s nightmare.”

Adams’ half hour-long speech was geared at boosting the city’s post-COVID recovery. During it, Adams touted real estate development , his response to the migrant crisis and his administration’s approach to addressing crime . Immediately after his speech, he sat for a Q-and-A where he played down the disruption.

Adams recalled how, years ago, he overheard a classmate he disliked saying he hated the sound of people popping gum.

“So I waited until the finals, and I sat down behind him and I started popping gum,” he said, laughing. “I felt so bad that I confessed to him.

“You’d be surprised how many people wake up every day just to disrupt you,” he continued. “They don’t like their own lives so they want to disrupt your life. And you have to realize to yourself: Pray for them. All those folks were doing, they were popping gum. I gotta stay focused on the final so I can get that A.”

With Chris Sommerfeldt and Thomas Tracy

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Renting in moscow: which district to choose.

In 2024 apartments for rent in Moscow, Russia, cost around 1 500 USD per month on average in the central areas of the city (ignoring the elite options). The most affordable rentals are located in districts close to the MKAD (a.k.a. Moscow Ring Road) – these are thrice as cheap, at around 500 USD per month. The New Moscow area has abundant accommodation priced in the range of 600-750 USD per month. These estimates were calculated by our experts upon scrutinizing the long-term rent prices listed in our own real estate database.

The capital city’s most expensive areas are the Khamovniki and Arbat Districts. These two districts are permanently at the very top of various rankings. Today the price of renting in these prestigious neighborhoods is 2 000 USD per month.

Other prestigious districts in central Moscow that have a somewhat lower rental property price tag are the Tverskoy, Yakimanka, Tagansky and Zamoskvorechye Districts. The cost of furnished accommodation in these neighborhoods is around 1 500 USD per month.

Renting a luxury apartment in the famous Moscow International Business Center (a.k.a. Moscow-City) compound currently costs at least 6 000 USD per month for a 130 sqft (40 m²) condo. Moscow-City has a good infrastructure and this option is great for the employees of large international corporations operating from the Business Center itself.

Cheap Flats for Students

The Nekrasovka, Perovo, Biryulyovo and Kapotnya Districts contain many cheap options that can be rented for a short term. In these residential areas of Moscow one can rent a flat in a Soviet era apartment block for 550-700 USD. For this price you will get a two-room flat with a floor area of 147 sqft (45 m²).

When you rent an apartment in Moscow as a foreigner, take care to ensure you are engaging in a safe deal when signing a lease with your future landlord. The real estate market in Moscow is huge and in it one may often come across fraud and the forgery of real estate documents. Another thing to consider is that some landlords may feel entitled to come into your rented home at any time in the day or even night without prior notice. Our company exists with the specific purpose of helping you avoid such problems. We guarantee that all of the real estate deals we facilitate are legally safe. We filter out problematic apartments in advance and it is our job to protect you from unscrupulous property owners. Send us a request and we will discuss your accommodation needs!

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Sophia Umansky "Finally" Reveals What Job She Currently Has Working for The Agency

The Real Housewives of Beverly Hills  daughter details what job she has at her dad's real estate firm these days.

Kyle Richards and Mauricio Umansky 's  daughters — Farrah Brittany , Alexia , and  Sophia  — have always had some pretty big career ambitions, as seen over the years on The Real Housewives of Beverly Hills  and they've followed through on their real estate dreams by working at The Agency.

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Watch The Real Housewives of Beverly Hills  on  Peacock  and the Bravo App .

It's hard for them not to want to shoot for the stars, especially since their mom,  Kyle is a famous actress  and their father, Mauricio, owns a billion dollar grossing real estate brokerage, The Agency . Although the girls  have  been on camera for the past 14 years, they are following in their dad's footsteps by pursuing careers in real estate — including their second youngest daughter, Sophia.

Both Farrah and Alexia are both real estate agents at The Agency and Sophia, who graduated from George Washington University in 2022, is an employee there as well. In a new Instagram Story, Sophia revealed what her current role at The Agency is and her plans for the firm in the future.

Sophia Umansky reveals what she does working for The Agency

Sophia took to the Umansky Team's Instagram Story, where she opened up about her  very  important job. "I run the team Instagram alongside [real estate agent] Maddie Buffardi ," she wrote on top of a photo of herself.

Sophia Umansky posts a photo of herself in a car.

But, Sophia isn't stopping at   running the Umansky Team's social media accounts. "Working on some marketing stuff for the team while I continue to study for my [real estate] license!"

What everyone’s talking about on Bravo:

Kyle and Dorit May Be Estranged, But Here's Proof Mauricio and PK Are BFFs

Kyle Richards Breaks Her Silence on Rumors Mauricio Cheated: "I Hit A Breaking Point"

How Farrah Brittany and Alex Manos' Engagement Fell Apart

Kyle Richards on her daughters working together at The Agency

Although three of her girls are working in  such  close proximity (give Portia a few more years to graduate from school), Kyle told  The Daily Dish  in February that she is not worried about this having an impact on their relationship .

Kyle, Mauricio, and Sophia visit Watch What Happens Live with Andy Cohen on May 11, 2022 in New York City.

Kyle and Dorit May Be Estranged, But Here's Proof Mauricio and PK Are Still BFFs

"I'm always so fascinated by my daughters' relationships, because they are truly each other's best, best friends," Kyle said. "They never argue, and they're all so different, and they just love working together, and I was so worried."

Kyle made note that their passion for real estate and working with their dad will carry them to new places in their lives, especially as they appear on Buying Beverly Hills . "But they're just so incredible, and they love working in real estate," she said. "Obviously, reality television, they've grown up in it, but it's very different when they're the focus."

Watch  The Real Housewives of Beverly Hills  on Peacock .

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