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2010-08-12 18:32:55

Prospecting Scripts and Dialogues

As a Realtor you’ve got a lot to say. Perhaps you’ve never thought of your job quite that way, but it’s a true as true can be. And let me add this to your job description: You have a lot to say to a lot of different people. Again, true.
To sell real estate you have to talk. But not just talk, you have to talk in the right way by saying the right things at the right time to certain people in the right way.
Now you might feel things are getting complicated. They can if you’re not prepared. Any time you deal with other human beings, one thing you can count on for sure is surprise.
The answer to this? Scripts and Dialogues. In other words, not flying by the seat of your pants. Knowing – inside and out – what you’re going to say to any number of potential prospects: past clients, expireds, FSBOs, phone calls, door knocking, apartment renters and referrals. Each is different in their own way and each requires different information and approaches. But if you have Scripts and Dialogues for each, then you’re on the right track to making the best use of your prospecting time and to becoming a top producer.
Here are a few tips to developing scripts and dialogues that can make a real difference in your real estate practice.
1. Keep it real. Avoid the temptation to have a basic script you use for all prospects. Sure, it’s easier and faster, but in the long run, you’ll only hurt yourself. Keep each script real for each type of prospect. There are key hot points for each and you have to hammer those home to get results. Otherwise your script will be watered down and dull. 
2. Ask and receive. Be careful not to develop a script that commandeers the conversation. A good sales scenario is a two-way street. Don’t make your side an eight-lane interstate and your prospect’s a one lane gravel road. Be sure you’re offering up strong, open-ended questions that yield useful information that can lead to a sale.
3. Keep it prospect-centered. As a segue from “ask and receive,” work hard to make your script as much about the prospects’ needs and wants as you can. Anything that veers away from what they want is something you need to delete. So go through your script very carefully and ask this question about every word: Is this script serving the best interest of this particular prospect? And if not, why not?   
4. Practice makes profit. Now that you have your scripts in shape, the next step is simple: practice. And the best way to do that is to role play. No one, and I mean no one, gets better at anything without practice. More often than not, right after a game, you’ll find many professional athletes back on the practice field. They know the secret to success: practice and then more practice. My suggestions for practicing your scripts are these: 1. Schedule a daily 30-minute role play session. Be on time, prepared and focused on becoming more confident with your scripts. 2. Get rid of distractions. Turn off your computer, cell phone, pager and anything else that might interrupt you. 3. Evaluate your own voice, tone and speed of dialogue. Work hard to match your prospect’s pace and tone to connect better.
Let me hear from you. Have you worked on your scripts lately? If so, what did you do that seemed to help? Are you practicing your scripts with role playing? How’s that going? Any questions you have about scripts, dialogues or role playing? Please share any comments or questions you have about this article. Send me an e-mail at

Bob Corcoran is a nationally recognized speaker and author who is founder and president of Corcoran Consulting Inc. (, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into the residential or commercial broker or agent’s existing practice.
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