Why each one works, when to use it, and real estate scripts you can say word for word.
Openers & Perspective Changers
Start a conversation with zero pressure, or get someone to see things a new way.
I'm not sure if it's for you, but…
Starting a conversationReferrals
Why it works
Because you've already said they might not want it, there's nothing for them to push back on, and they get curious about what "it" is. The word "but" makes them remember the part that comes after it.
Use it when
Bringing up something new: a coming-soon listing, an open house, a home value update, a lender program.
Say it like this
- I'm not sure if it's for you, but we just got a listing two streets over that won't hit Zillow until Thursday. Want me to send it?
- I'm not sure if it's for you, but I'm doing free home value updates for past clients this month. Want me to run yours?
- I'm not sure if it's for you, but I know a lender with a low-down-payment program. Would it hurt to see the numbers?
Tip: Worst case, they say they'll think about it. Nobody gets offended by this line.
How open-minded would you be…?
Starting a conversationObjections
Why it works
Almost everyone thinks of themselves as open-minded, and nobody wants to be the closed-minded one. Asking it this way makes yes the natural answer, even to an idea they brushed off before.
Use it when
Pitching a new idea, or something they already said no to once.
Say it like this
- How open-minded would you be to looking at a couple of homes just outside your area? You get a lot more house for the money.
- Would you be open-minded about talking to a lender now, even if you're not buying until spring?
- How open-minded are you about listing before the holidays instead of waiting for spring?
Tip: Follow it with the one specific thing you want them to try. Keep it small.
What do you know about…?
Objections
Why it works
When someone is certain and ready to argue, don't argue. Ask what their opinion is based on. Most of the time they realize they don't know as much as they thought and soften up without losing face. Worst case, you learn exactly what you're up against.
Use it when
"Zillow says my house is worth more." "The market's about to crash." "All agents are the same."
Say it like this
- What do you know about how the Zestimate is actually figured out?
- What do you know about what homes in your tract have closed for in the last 90 days?
- What do you know about how we market homes differently from other brokerages?
Tip: Ask it with real curiosity, not a gotcha tone. Nobody wins an argument, so don't start one.
Who do you know…?
ReferralsStarting a conversation
Why it works
"Do you know anyone…?" gets an automatic "no" before they even think. "Who do you know…?" assumes there's someone, so their brain actually goes looking.
Use it when
Any happy moment: a closing, a great showing, when they say thanks.
Say it like this
- Who do you know that's been talking about moving this year?
- Who do you know at work who's renting and tired of it?
- Who do you know in the neighborhood who'd want to know what their home is worth?
Tip: After you ask, stop talking and let them think.
OFQ: Opening, Fact, Question
Starting a conversationFollowing up
Why it works
Three short parts. Opening: a friendly, low-pressure first line. Fact: one true, interesting thing about their home, their street or the market. Question: an easy question that gets them talking.
Use it when
Cold calls, door knocking, circle prospecting, waking up old leads.
Say it like this
- Opening: "Hi, it's [name] with Provident Real Estate, I'll be quick." Fact: "The house on the corner of your street just sold in 9 days with 4 offers." Question: "Have you ever wondered what yours would go for?"
- Opening: "Hey Sarah, it's [name], we talked back in March." Fact: "Rates are down about half a point since then." Question: "Does that change anything for you?"
Tip: Keep the fact short and true, and make the question easy to answer.
Assumptive Frames
Talk as if the yes is already on its way. Makes the next step feel normal.
When would be a good time…?
Next step / decisionFollowing upObjections
Why it works
It takes for granted that there will be a good time, so the only question left is when. It gets you past "I don't have time" before they can say it.
Use it when
Setting appointments, showings, callbacks, listing appointments.
Say it like this
- When would be a good time to sit down and go over your numbers?
- When would be a good time to see the house, Saturday morning or Tuesday after work?
- When would be a good time for me to call you back?
Tip: Lock in a real day and time before you hang up. And when you follow up, don't ask "What did you think?" Ask "So, what did you like about it?" That gets them listing the good stuff instead of the worries.
I'm guessing you haven't gotten around to…
Following up
Why it works
You say their excuse for them, so they can't use it. They either proudly tell you they did it, or they feel a little embarrassed and make you a new promise. Either way the conversation moves forward.
Use it when
Following up after "I need to talk to my spouse," "I'll send the docs," or "I'll look at the listings."
Say it like this
- I'm guessing you haven't gotten around to talking with your husband about the offer yet?
- I'm guessing you haven't gotten around to sending the lender your pay stubs yet?
- I'm guessing you haven't gotten around to looking at the homes I sent over?
Tip: If they say "You're right, not yet," talk about what's holding them up. If they say "Actually, we did," answer "Great, so when do we get started?"
If… then…
Next step / decision
Why it works
We grew up hearing "If you do this, then that happens," so our brains tend to believe it. Put what you're promising in that shape and it sounds like a sure thing. Only promise what's true.
Use it when
Explaining what happens when they take your advice.
Say it like this
- If we price it right for the first weekend, then you'll have the best shot at multiple offers.
- If you get pre-approved this week, then we can write an offer the minute we find the right one.
- If you list with me, then you'll hear from me every single week with an update.
Tip: Never use it to promise something you can't control, like a sale price.
You have three options
Next step / decisionObjections
Why it works
When someone is stuck, lay out three choices so they feel like they made the call. Put the one you'd recommend last and make it the easiest. Then finish with "Which of those is going to be easiest for you?"
Use it when
Stuck sellers, on-the-fence buyers, anyone who keeps saying "I don't know."
Say it like this
- Expired listing: "As I see it, you have three options. One, take it off the market and wait, but you keep paying the mortgage the whole time. Two, leave it at the same price and hope something changes. Or three, adjust the price a little now and get it sold before the holidays. Which of those is going to be easiest for you?"
- Renter: "You've got three options. Renew your lease and take another rent increase. Keep saving and try next year, when prices may be higher. Or look at a few homes this month with a low-down-payment loan. Which one's easiest for you?"
Tip: "Which is easiest" takes the hard options off the table, so the one you saved for last is the one left standing.
There are two types of people…
Next step / decisionObjections
Why it works
The second people hear "there are two types of people," they want to know which one they are. Give them two choices and make one clearly the better one to be.
Use it when
Helping someone make up their mind.
Say it like this
- There are two types of buyers: the ones who wait for the perfect time, and the ones who buy when the right house shows up.
- There are two types of sellers: the ones who price to the market and sell, and the ones who chase the market down.
- There are two types of people: those who talk to a lender before they fall in love with a house, and those who find out too late.
Tip: Keep both sides fair and true. It should feel like an honest observation, not a trap.
I bet you're a bit like me…
Starting a conversationObjections
Why it works
Said early in a conversation, it gets them nodding along to something reasonable. Once they've agreed to it, it's much harder to use it as an excuse later.
Use it when
Early in a first meeting or call, before the objections start.
Say it like this
- I bet you're a bit like me: you'd rather know your real budget now than fall for a house you can't get.
- I bet you're a bit like me: you hate wasting a Saturday on houses that don't fit.
- I bet you're a bit like me: you want top dollar for your house, but you don't want it sitting for months.
Tip: Only say things that are true for most people. Say it with a smile and watch them nod.
Simple swaps
Next step / decisionStarting a conversationFollowing up
Why it works
A couple of small word changes turn a question that's easy to say no to into one that almost answers itself.
Use it when
Everywhere. Calls, texts, emails, showings, listing appointments.
Say it like this
- Instead of "Do you have any questions?" say "What questions do you have for me?" If they say "none," they've basically decided. Ask for the next step.
- Instead of "Can I have your phone number?" say "What's the best number to reach you?"
- Instead of "What did you think?" say "What did you like about it?"
- Instead of "Do you know anyone?" say "Who do you know?"
- Instead of "Do you want to see it?" say "When would you like to see it?"
Tip: Pick one swap a week and use it until it's automatic.
Staying in the Game
When they push back, ask instead of argue. Keeps the conversation alive.
What makes you say that?
Objections
Why it works
When someone throws an objection, they take control of the conversation. The person asking the questions is the one steering, so answer with a question. They have to explain what they really mean, and the real reason usually comes out.
Use it when
Any objection: "We want to wait," "We'll sell it ourselves," "I need to talk to someone first."
Say it like this
- Client: "We want to wait until rates come down." You: "What makes you say that?"
- Seller: "I think we'll try selling it ourselves." You: "What makes you say that?"
- Buyer: "I'm not sure this is the right area." You: "What makes you say that?"
Tip: Tone is everything: curious, not challenging. Then be quiet and listen.
Help me understand…
Objections
Why it works
It asks them to explain, which people like doing, and it sounds humble instead of pushy. You get the real story.
Use it when
When an answer doesn't add up or you need more detail.
Say it like this
- Help me understand what would need to happen for you to feel good about moving this year.
- Help me understand why that price feels right to you.
- Help me understand what didn't work with your last agent.
Before you make up your mind…
ObjectionsNext step / decision
Why it works
Getting someone from no straight to yes almost never works. First get them to maybe. This line keeps the door open long enough to show them something new.
Use it when
When they're leaning toward no, or toward another agent.
Say it like this
- Before you make up your mind, let's look at what the last three sales on your street actually closed for.
- Before you make up your mind about that house, want to see it one more time in daylight?
- Before you make up your mind on the other agent, can I show you exactly how we'd market your home?
Would it help if…?
ObjectionsNervous clients
Why it works
It offers to remove whatever is in their way, and it's phrased as a question, so it's easy to say yes to. It also shows you're on their side.
Use it when
When something small is slowing them down.
Say it like this
- Would it help if I sent you a side-by-side of the two homes?
- Would it help if I had the lender call you tonight so you know your real payment?
- Would it help if we did the showing after the kids are in bed?
If I can…, will you…?
ObjectionsNext step / decision
Why it works
When they say something outside their control is stopping them, offer to take that thing away, in exchange for a commitment. You aren't promising to do it. You're finding out whether it's the real reason.
Use it when
"We can't because…" objections, and price or terms requests.
Say it like this
- If I can get the seller to cover some of your closing costs, would you be ready to write an offer today?
- If I can get us in Saturday morning, will you bring your wife so you can decide together?
- If I can find a buyer at that price, are you ready to sign the listing?
Tip: If they still say no, what they told you wasn't the real reason. Now you can find out what is.
What do you understand about…?
Nervous clients
Why it works
It checks what they already know, so you don't talk over their head or talk down to them, and it uncovers wrong ideas early.
Use it when
Before explaining any part of the process.
Say it like this
- What do you understand about how the appraisal works?
- What do you understand about what happens if the inspection finds something?
- What do you understand about contingencies?
What has your experience been…?
Starting a conversation
Why it works
It gets them talking about their past, good or bad. Their answer tells you what they're worried about and what matters most to them.
Use it when
First meetings and listing appointments.
Say it like this
- What has your experience been with buying or selling before?
- What has your experience been with agents so far?
- What has your experience been with the lenders you've talked to?
How certain are you…?
Objections
Why it works
It gently tests a firm opinion or a no. A lot of people realize they're less sure than they sounded.
Use it when
Strong predictions, firm prices, a quick no.
Say it like this
- How certain are you that prices are going to drop next year?
- How certain are you the house will sell for that without any updates?
- On a scale of 1 to 10, how certain are you about this neighborhood?
When was the last time…?
Starting a conversationObjections
Why it works
It gets people to look at their own situation. Great for showing that waiting hasn't worked, or that something is overdue.
Use it when
Renters, long-time owners, anyone "waiting for the right time."
Say it like this
- When was the last time you had your home's value checked?
- When was the last time your rent went down?
- When was the last time you looked at your loan to see if a refinance makes sense?
How important is it…?
Next step / decision
Why it works
It gets them to say out loud what matters most. Once they've said it, they own it, and you can bring it back up later.
Use it when
Setting priorities, and breaking a tie between two homes or two plans.
Say it like this
- How important is it to be moved in before the school year starts?
- How important is getting the highest price, compared to selling quickly?
- How important is the big backyard if it means a longer drive to work?
Could it be possible…?
Objections
Why it works
It's easy to agree that something is "possible," so it slips a new idea in without making them defend their old one.
Use it when
When they're stuck on one way of seeing things.
Say it like this
- Could it be possible the right house is in a neighborhood you haven't looked at yet?
- Could it be possible buyers are passing because of the price, not the house?
- Could it be possible that renting is costing you more than buying would?
How would you feel if…?
Next step / decisionObjections
Why it works
People decide with feelings first and back it up with facts after. This lets them feel the future before it happens. People work harder to avoid a loss than to get a win, so showing both the good and the bad outcome is what gets them moving.
Use it when
When the numbers make sense but they still won't move.
Say it like this
- How would you feel if you waited, and that house sold to someone else this weekend?
- How would you feel if this time next year you were hosting Thanksgiving in your own home?
- How would you feel if your rent went up again at renewal?
Just imagine…
Next step / decision
Why it works
Every decision gets made in our heads before it happens for real. "Just imagine" gets them picturing it, and once they can see it, they're much more likely to do it.
Use it when
Showings, listing appointments, anyone on the fence.
Say it like this
- Just imagine your kids running around this backyard.
- Just imagine handing your landlord your 30-day notice.
- Just imagine the Sold sign going up in the first two weeks.
Labeling
Put a calm, positive label on the moment, then lead the way forward.
Don't worry
Nervous clientsReferrals
Why it works
When someone is nervous or overwhelmed, these two words, said calmly, take the pressure off. They tell the person you've got this handled.
Use it when
First-time buyers, bad news from an inspection or appraisal, anyone stressed.
Say it like this
- Don't worry, every first-time buyer feels this way. That's what I'm here for.
- Don't worry, low appraisals happen. Here's what we do next.
- Don't worry, I'll walk you through every step of escrow.
Tip: Say it slowly and calmly. Your tone does half the work.
Most people…
Next step / decisionObjections
Why it works
People feel safe doing what others like them have done. And sometimes you want to say "Here's what you should do," but it would come off bossy. Tell them what most people do instead.
Use it when
Anytime you'd be tempted to say "You should…"
Say it like this
- Most people in your spot get pre-approved before they start looking, so they don't lose the house they love.
- Most people price it right from day one, because the first two weeks get the most attention.
- What most people do is sign the listing paperwork today so we can get photos booked this week.
Tip: Keep it honest. It only works because it's true.
The good news is…
ObjectionsNervous clients
Why it works
It takes something negative and gives it a positive label, and once it's labeled, it's hard to shake. Pair it with "That's great" when someone gives you an excuse. They expect you to argue, so it changes the whole direction of the conversation.
Use it when
Bad inspection, no offers, outbid again, a client who's down on themselves.
Say it like this
- The good news is, the inspection didn't find anything that's a deal-breaker.
- The good news is, you already know renting isn't working, so let's look at what will.
- Client: "We got outbid four times last year." You: "That's great, now we know what doesn't work. Let's do it differently."
What happens next is…
Next step / decision
Why it works
After a great conversation, a lot of agents stop and wait for the client to decide, and often nobody decides anything. Take the lead. Tell them what happens next, then end with a question that's super easy to answer. Once they answer it, they're moving forward.
Use it when
The end of a listing appointment, a buyer consult or a great showing.
Say it like this
- What happens next is I'll send over the listing paperwork, we'll book the photographer, and you'll be live by Thursday. What's the best email for the docs?
- What happens next is we write the offer tonight and I call the listing agent first thing in the morning. What time works to sign, 7 or 8?
Tip: The easier the last question is to answer, the easier the yes.
Conversations Count
Never leave a conversation empty-handed. Bigger yeses, smaller backups, referrals.
Would ___ be enough?
Next step / decision
Why it works
When someone is choosing between a smaller and a bigger option, ask about only the bigger one, using the word "enough." Yes becomes the easy answer.
Use it when
Any "how much" or "how many" decision.
Say it like this
- Would 30 days be enough time for you to pack?
- Would two open houses be enough to get your home in front of the neighborhood?
- Would 10 homes be enough for our first round of showings?
Tip: Always ask about the option that's truly best for your client.
Just one more thing…
Next step / decisionFollowing up
Why it works
If the big yes didn't happen, don't leave empty-handed. On your way out, when their guard is down, turn back and ask for something smaller and easier.
Use it when
End of any appointment that didn't get the big yes.
Say it like this
- Seller didn't sign: "Oh, just one more thing. Would it be okay if I sent you the homes that sell near you each week?"
- Buyer not ready: "Just one more thing. Can I have my lender run your numbers, just so you know where you stand?"
- "Just one more thing. Would you mind if I added you to the invite list for our client appreciation party?"
A favor (the referral ask)
Referrals
Why it works
"Could you do me a small favor?" almost always gets a yes, or at worst "Depends what it is." The best time to ask is right after they say "thank you," because that's when they feel like they owe you one.
Use it when
Right after a client thanks you: at closing, after a great showing, when you solve a problem.
Say it like this
- 1. They say thank you. You: "You couldn't do me a small favor, could you?"
- 2. "You wouldn't happen to know just one person who, like you, would love to [the thing they just thanked you for]?" Then stop talking.
- 3. When they think of someone: "Don't worry, I'm not looking for their info right now. Who were you thinking of?"
- 4. "Could you do me one more favor? Next time you see them, tell them what it was like working with me, and see if they'd be open to a quick call."
- 5. "Mind if I check in next week to see how that went?" When you call: "I'm guessing you haven't gotten around to talking to them yet?"
Tip: It's slower than asking for a name and number, but the person you end up calling is expecting you and already trusts you.
Just out of curiosity…
ObjectionsNext step / decision
Why it works
It lets you ask a direct question without sounding rude. It's the best answer to "We need to think about it," which usually means "Let's push this off."
Use it when
"We need to think about it." "We're not ready yet."
Say it like this
- Just out of curiosity, what is it you want to think over?
- Just out of curiosity, what would need to happen for you to feel ready?
- Just out of curiosity, what's stopping you from writing on it today?
Tip: After you ask, stay quiet, even if the silence feels long. They'll either tell you the real reason or realize there isn't one.
