Selling Soulfully with Jennifer Allan


Professionals Don't Need Scripts

Seen recently on a Facebook post of a SWS-minded real estate agent (an agent who follows Sell with Soul philosophies):Script

"WHY THE SCRIPTS!? Are we not past this yet as business owners and marketing professionals? As humans? Really!?"

Hold that thought.

I went to the chiropractor yesterday - my hands have been aching lately and I was hoping to find some relief. When I checked in, the receptionist asked me a series of questions related to the Reason for my Visit - "What would you rate the pain on a scale of 1-10?" "Is the pain constant or intermittent?" "How long ago did this begin?" etc. etc. etc. She recorded my responses in my file and then asked me to take-my-seat, the-doctor-would-be-with-me-soon.

Fine. I'm sure she asks these questions a dozen or two times a day. 

So, the doctor-met-with-me-soon and asked me a similar set of questions as she was poking, prodding and twisting me around. "Does this hurt?" "Do you feel any tingling or numbness when I do this?" "Would you describe the pain as shooting or stiffness?"

Fine. I'm sure she asks these questions a dozen or two times a day.

In the hands of the receptionist, the questions are a script since she (probably) doesn't know much about what my responses to her questions actually mean. Not a problem; it's not the receptionist's job to cure what ails me; simply to gather information for the file. 

But when the chiropractor asks these questions, she's not doing it as part of a memorized spiel she learned in her chiropractor training - her questions are intentional and my responses are meaningful. Because... she's a professional. She understands the Big Picture. She knows what she NEEDS to know and how my responses fit into that Big Picture. 

With me? 

Okay, so back to the Facebook comment referenced above.

The comment was inspired by a training program the SWS-minded agent was participating in ("was" being the operative word here; she demanded her money back) that pushes memorized scripts for every conceivable prospect-or-client encounter. Her reaction was exactly the same as mine when I hear of this nonsense - "Seriously?? We need a SCRIPT to guide us through a CONVERSATION with someone we're hoping to inspire to trust us with a significant financial transaction? WHY? Do we not know what we need to know... and what we need to share...? Are we, as licensed real estate agents incapable of having an intelligent, meaningful conversation with a potential client? Are we, as adult human beings incapable of having an intelligent, meaningful conversation with another adult human being?" 

If you know what you're doing, you don't need a script to do it. Period. 




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Comment balloon 88 commentsJennifer Allan-Hagedorn • July 29 2013 05:38AM


I absolutely agree with this! If we are the professionals we claim to be then we should be capable of carrying on an intelligent conversation with another human being without resort to memorized scripts. If we know our business and our markets, then we should be able to speak intelligbly with a client -- just as does every other professional. How is it "professional" to rely on memorized scripts? Most certainly we should have an understanding of the needs, wants, and concerns of our clients when it comes to the real estate buying and selling process. However, we should be able to do this without resport to bringing the conversation down to the level of "if the customer says X, then I need to use resposne Y." We should know our business to the point of not having to be robotic when it comes to speaking with our clients.

Posted by Steve Schultz (Prudential Florida Realty) about 7 years ago
Besides scripts sounding so darn SCRIPTED, it seems like they detract from the ability to really listen to what the other person is saying. Any time I get a call and the caller starts rattling off an obvious script, I pretty much tune out immediately.
Posted by Nancy Conner, Olympia/Thurston County WA about 7 years ago

We need to get away from the notion of "scripts" and move toward guided conversations. I used this approach with my copywriting clients back in the day. After careful consultation to uncover what their "thing" was - their unique value promise - then I could provide them a framework in which to put their own message, their own content, their own thoughtful, considered VALUE.

But if I'm going to spew out scripts to people as my way of "keeping in touch" or following up or getting a new client ... I might have to turn in my license. Just can't do it.


ps: I will confess to being the aforementioned commenter ;)

Posted by Karri Flatla, Karri Flatla (RE/MAX Real Estate - Lethbridge) about 7 years ago

Exactly.  If you know what you are doing you don't need a script.  

Posted by Chris Ann Cleland, Associate Broker, Bristow, VA (Long and Foster REALTORS®, Gainesville, VA) about 7 years ago
Our business is based on personal relationships, listening and responding to our clients questions, if you are using a script it tells me you aren't really listening and don't know how to honestly answer objectives. How do you feel when a sales person calls you and just starts rattling off a scrpt...makes me want to hang up.
Posted by Patti Irwin, No Pressure, No Sales Pitch, Just Expert Advice! (HomeSmart Lifestyles-Fountain Hills AZ Real Estate) about 7 years ago
If you know what you are doing you are scripted. Even the questions are scripted because you know that most have the same questions from experience. I agree you tailor to each situation.
Posted by Ron Buck, Associate RE Broker at Keller Williams Realty (The Ron Buck Group) about 7 years ago

in my personal opinion you can not be more wrong......


Top agent across the country use scripts every day!!!  that is what has gotten them tot he top of the business, they are prepared, they know what people might ask and what people will say (or at least have a plan).

In this day and age if you do not use scripts you are usually floundering.... We all use scripts daily, when we get the same question we answer it the same way that is a script.  Scripts are to help you, when scripts are done correctly they help build faster relationships. 

When a person does scripts and have not practiced them then you will know they are reading a script, however if you have practiced them and know then you will just think it is a conversation that is moving in the direction you want it to....


To any real estate agent I HIGHLY recommend scripts, they have gotten me and my partners (10 all together) from under $4 million in production last year to over $30 million this year.  YES, that's 4 to $30m in 12 months and YES it was scripts that help us get here....

Posted by Ken's Home Team LLC. | 360.609.0226 | Portland, OR & Vancouver, WA Real Estate Team, - SOLD IS OUR FAVORITE 4 LETTER WORD - (Ken's Home Team LLC.) about 7 years ago

I happen to agree with Ken.  You may not READ from a script, but you have practiced it enough that it becomes very natural.  They help you get over the bumps in the road. 

If you take a look at all professional speakers, from Heads of State to the Royal families...all have a script.  It's just how well you know that script.

BUT, be prepared for questions that may not be covered each and every time!

Betty Bart

Fine Homes in 905

Posted by Betty Bartusevicius, Fine Homes In 905 (Re/Max Realty Specialists Inc., Brokerage) about 7 years ago

I don't use written scripts but I find myself saying the same thing to many clients.  Over time I have improved and/or continue to tweak my responses.  I think it is important to know what you are saying and the more experience you get to respond you will find yourself using genuine scripts that run in your head while you mouth is moving.  Always listen to what people have to say as your responses will always need to be custom or they are not genuine.  You must really know your market or your particular niche in order to respond intelligently.  If you don't know your stuff, scripts will never get you very far.



Posted by Bruce & Sandy Soli, Tahoe Lifestyle Experts (Sierra Sotheby's International Realty) about 7 years ago

Scripts are scary and insincere.  Each person is worthy of an honest conversation and those of us who are able to offer our services tailored to the person we are speaking with are the true professionals. 

Posted by Marnie Matarese, Showing you the best of Sarasota! (DWELL REAL ESTATE) about 7 years ago

Bruce & Sandy Soli I am afraid to tell you, you ARE using scripts, you have improved them over the years and its the same thing you say every time your asked XYZ...........

its OK....

Posted by Ken's Home Team LLC. | 360.609.0226 | Portland, OR & Vancouver, WA Real Estate Team, - SOLD IS OUR FAVORITE 4 LETTER WORD - (Ken's Home Team LLC.) about 7 years ago

Scripts are an aid and should not be memorized.  they are thought starters and check sheets that get the information you need and nothing more. Make them your "own" and then they are still sripts, but you can actually think and change on the fly.  Be a professional and learn the right questions and responses and then keep those to train other agents.

Posted by Ric Mills, Integrity, Honesty, and Vast Real Estate Knowledge (Keller Williams Southern Az) about 7 years ago

Winging is a-lot better???

Ken #12 nailed it!

Posted by Ben Yost - 303-587-4297, FHA, VA, Conventional - Mortgage Loans in De (First Time Home Buyer, Mortgage Rates, Pre-Approval) about 7 years ago

I can always tell when a salesperson uses a script on me and I am OUTTA THERE!

Scripts can be useful in training and in role playing for newer agent because we need to be prepared for prospects' questions and how to address them. I do not use scripts because I do not cold call on the phone. If it's a cold call at a seller's door, I simply OPEN THE CONVERSATION with a question or comment. Then I go from there.

On the other hand, I know a really successful young agent who took the Mike Ferry coaching and still uses its methods. She lists them and sells them. Good for her!

Posted by Sylvia Jonathan, Broker Associate, SFR (Coldwell Banker Platinum Properties) about 7 years ago

You all use a script, even if you think you are not. You might not have planned out the script upfront, maybe you took the long route and did it by trial and error. Which is better....?  Why do you think so many agents don't make it in real estate? They have no idea what to say or when to say it. Anyone can ask what people are looking for but most agents cant do the "sales" part of the job simply because they don't know it.  There is NO industry, purely sales driven that does not teach scripted sales except real estate.  You MUST guide the call.  

Anyway, modern scripts are bullet points. Not specifically telling you what to say but instead informing you of the points you need to get across. These will come with examples of how the broker and or trainer go through the process but it will still need to be tailored to each particular agent.



Posted by Shane Rollins, Shane Rollins about 7 years ago

you never want to sound scripted but a script can keep you on track.

never think that scripts can work for a Realtor only call centers selling 

products you don't need

Posted by Ron Aguilar, Mortgage & Real Estate Advisor since 1995 (Continental Mortgage) about 7 years ago

Jennifer - I so agree with you!  I've never spoken from a script in my life except when I was in school plays!

I speak from experience, with sincerity, and from knowledge about the topic, not from a memorized script.

Posted by Norma Toering Broker for Palos Verdes and Beach Cities, Palos Verdes Luxury Homes in L.A. (Charlemagne International Properties) about 7 years ago

Jennifer, this is very thought provoking and has stimulated great discussion.  For many years I was with a Fortune 500 company that was considered a benchmark for sales training.  What is called "scripts" in real estate is "overcoming objections" in corporate sales.  Although I had a strong business and sales background when I came into real estate, I hadn't heard every objection. I found the scripts very helpful. Some people had ways to overcome objections I wouldn't have thought of. I no longer consider them scripts, because I've adapted them to my own style and by now I think I've heard all the real estate objections. I agree you have to sell or make presentations in a way that's comfortable for you, but I think being familiar with scripts is very helpful, especially for new agents who don't have a background in sales.

Posted by Debra Hight, Debra Hight (Coldwell Banker United, Realtors) about 7 years ago

The only time for scripts is when a new agent is starting out and the real estate firm is not doing a good job of training.

Posted by J. Dennis Norman, Dennis Norman (Florence Referral Co.) about 7 years ago

I recently heard on of the top agents at KW say that he uses scripts on a daily basis, when calling prospects.  It keeps him on track, so that he can better listen to what the prospect is saying, his tone , and even his breathing.  He does not have to concentrate on what the next thing he wants to know or find out is, so he can focus on the prospect.  I thought this was very provacative.

Also, when I started out, I was grateful to have scripts, as I did not know a lot about selling, and they helped train me to know what I should be focusing on, and made me feel like I had direction.  I worried about sounding "scripted", but as long as I didn't try to memorize them, and say them word for word, people did not seem to notice.  Now they have just become what I know about real estate, and are no longer scripts.  I say anything that gives you confidence, and helps you fake it till you make it can't be all bad:)


Posted by Terry Dollins-Zimlich, Terry Dollins-Zimlich about 7 years ago

Hi Jennifer, we all use scripts whether it is with our significant other, our kids, or the telemarketer calling.

Posted by Bob Miller, The Ocala Dream Team (Keller Williams Cornerstone Realty) about 7 years ago

Dennis Norman,

I disagree with you, I have been in real estate for the last 7 years, and it was only when I really focused on scripts and helped my team with scripts is when we really started with the production lift off.

I think scripts are for everyone, EVERYONE. I know this because EVERYONE uses scripts all day every day, when you answer any question the same way that's a script....


as far as offices not training, you are so right but using scripts as a default is not correct...

Posted by Ken's Home Team LLC. | 360.609.0226 | Portland, OR & Vancouver, WA Real Estate Team, - SOLD IS OUR FAVORITE 4 LETTER WORD - (Ken's Home Team LLC.) about 7 years ago

Thank you for all the comments! I figured there would be a lot of dissention- more fun that way.

Here's where I disagree with those who are disagreeing with me :-)

There's a big difference (IMO) between using essentially the same words over and over again when having similar conversations (e.g. "Hi, how are you today? I'm fine, thanks!" or more specifically in our world, explaining a purchase contract or a CMA... and RELYING on a script because you aren't capable of having a conversation with someone without a guide to go by. I can say with 100% certainty that I have NEVER in my life relied on a script because I wasn't sure of how to have a conversation otherwise and I've done just fine, thank you very much! 

And I certainly wouldn't dream of using a script to try to convince someone to hire me - Objection Busters - UGH. Just HAVE A CONVERSATION!!! 

Posted by Jennifer Allan-Hagedorn, Author of Sell with Soul (Sell with Soul) about 7 years ago

I agree with Ron (#7), Ken (#8 & more) and others who understand scripts need to be internalized so they don't sound scripted any more than a great actor or actress sounds scripted when they say their lines.  People rebel against scripts because they think it makes them sound like mindless automatons.  That's because they don't understand what a script is.  Scripts must be firmly committed  to memory and internalized.   Every "please" and "thank you"  you say is scripted, it has just become part of you; it's internalized from years of practice and use.  Real estate scripts need to be the same as saying "please" and "thank you".  I take exception to this post because I want new agents, which I was in 1976,  to understand the value of scripts--they're totally professional when they're understood and used correctly--just like "please" and "thank you".

Posted by Lloyd Binen, Silicon Valley Realtor since 1976; 408-373-4411 (Certified Realty Services) about 7 years ago

Many years ago I attended a Tommy Hopkins seminar. A week or two later a gentleman came to the office hoping to sell me cancer insurance. When he got to the part of the script that said "I know you're excited about..." I almost laughed out loud. 

He was following a whole set of scripts - the ones I'd just heard at the seminar. Poor guy. 

Posted by Marte Cliff, Your real estate writer (Marte Cliff Copywriting) about 7 years ago

Scripts are good as a Baseline for new or un-comfortable Agents. Even more experienced Agents can use refreshers. I had a Tanning Salon for about 15 years and a Music Store for over 30 years, and even tho drastically different businesses, I still used "scripts" to see what the customer needed (qualified them). Over the years, it evolved, but basically the same "questions".

Posted by Travis "the SOLD man" Parker; Broker/Owner, email: / cell: 334-494-7846 (Travis Realty) about 7 years ago

I love it when my competitors don't use scripts :)

Posted by Doug Rogers, Your Alexandria Louisiana Agent (Bayou Properties) about 7 years ago

I cannot stand a 'canned' script. Studying the scripts to know what to say at appropriate times can be helpful but there is nothing so obvious to a client as listening to someone who has rehearsed and is reciting a script. Easy, conversational, information sharing is much more effective for me.

Posted by Keith Whited (RE/MAX Gateway) about 7 years ago

As a consumer, I am not fond of scripts and prefer candid conversation with open ended questions.

Posted by Sharon Parisi, Dallas Homes (United Real Estate Dallas ) about 7 years ago

I agree that I am not a fan of scripts and don't like to be "Sold".

The minute I start hearing...And "Wouldn't you agree..........."  I shut down any interest.

However, on the flip side.  I have phrases that I commonly use in some fashion or another to explain various documents, procedures, etc.  It has become a habit, but is never, ever the same way 2x.  I prefer to have a conversation and explain processes with my clients.

Posted by Michele Peterson, Sellstate Realty First (Sellstate Realty First) about 7 years ago

Perhaps it's a semantics issue, perhaps not. 

When I say "Professionals don't need scripts" I'm NOT referring to people whose job is to go for the "signature on the line that is dotted" but rather people who consider themselves to be professional advisors who are looking out for the best interests of their clients. And again, I do not need a script of any sort to use my expertise to professionally serve a client or even to help a potential client decide whether or not I'm the right woman for the job (and vice versa). 

Professionals do not need scripts. Perhaps salespeople do, although I maintain that the best "sales" technique is simply knowing your stuff and sincerely wanting to help your clients achieve their goals... no script required.



Posted by Jennifer Allan-Hagedorn, Author of Sell with Soul (Sell with Soul) about 7 years ago

As I read through all of these I was gearing up to write a comment saying just what you said, Jennifer....

It sounds like semantics.

I get what many are saying about everything being a "script"...even if it was not someone else's that an agent has practiced and is simply one we have mentally written and execute regularly.

But your point got lost --- agents need to know their stuff...and a whole lot of stuff in general.  It's not about the words one spits out, so much as it is the quality and understanding of the words, and the ability to apply them in such a way that brings clients the best results.



Posted by Joe Kerouac, Real estate agent and writer about 7 years ago

If you're saying a "script" is just saying the same thing over and over, I agree with you. But we all learn the questions we need to ask and the things we need to say, and while they're not always exactly the same, they basically are scripts.

Posted by Eric Michael, Metro Detroit Real Estate Professional 734.564.1519 (Remerica Integrity, Realtors®, Northville, MI) about 7 years ago

I couldn't agree more with Jennifer.  I do say similar things to similar clients but it is not a script.  It is my own dialogue.  And it varies depending on who I am talking to.  I do not ever want someone to think I am nothing more than a robot spitting out the same junky cliches and catchphrases other "salespeople" are spewing. 

Posted by Karen Rice, Northeast PA & Lake Wallenpaupack Home Sales (Davis R. Chant, REALTORS) about 7 years ago

Agreed that we use the same words over and over again. That's not a script. What I refer to as a Professional (who doesn't need a script) is someone who is willing and able to expertly consult with their clients (and potential clients) depending on their unique circumstances which is explored via a conversation. 

My husband pointed out that we all get frustrated with those Level 1 customer service techs at the cable company who clearly have no clue how the system works, but are relying on scripts to solve our problem. However, if that doesn't work, we are actually referred to a Level 2 or 3 technical support person who actually understands the system and how to diagnose it using a CONVERSATION. 

The original point of the blog was that there are gobs of "training" products out there that are nothing but memorized script after script for every conceivable situation an agent would find themself in... but what's the fun in that? I like having unique, interesting conversations with people who might have a problem I can solve! What's the fun in simply memorizing dialogues??? LOL

Posted by Jennifer Allan-Hagedorn, Author of Sell with Soul (Sell with Soul) about 7 years ago

Perhaps newbies may like to review scripts to test out their Q&A skills, but I agree with you; our clients hire real estate agents for their expertise, therefore, we should be able to communicate the answers to any of the questions asked with confidence.

Posted by Ralph Gorgoglione, Hawaii and California Real Estate (310) 497-9407 (Maui Life Homes / Metro Life Homes) about 7 years ago

I absolutely agree with you Jennifer, and this coming from a not-so-new-newbie. I tried the scripts thing and it was a miserable experience. I felt cheesy and the responses I got were less than enthusiastic. I don't like when people script me, so why in the world would I script them?

Here's the thing. If you know your market, and you know your product (your services), there is NO reason to script unsuspecting people. I have learned more about people, their housing wants and needs, from a natural (unscripted) conversation than from spitting out a list of "qualifying questions". Yes, I use similar questions, but they are worded to the context of the conversation at that moment with that particular person. There is no list, there is no order, there is no saying the same thing over and over ad naseum. The kicker, the responses from people were relaxed, interested and enthusiastic.

But, that's just my results.

Posted by Chiara Petro, Your KEY to Home Sweet Home - Knoxville TN (eXp Realty - Angie Cody Team) about 7 years ago
I think scripts are good for those starting in the business, I call them the Prefessionals and once you become a professionals, then those scripts now become your own words and every client is different and every deal is different, but those starting in this business need guidelines and the right tools to help them with growing their business.
Posted by Graziella Bruner, Associate Broker - Serving Wayne & Oakland County (NCS Premier Real Estate) about 7 years ago

Just got criticized today by another pro (?really?) for not using scripts or canned listing presentations. Glad to know there are agents out there who don't need them. If I'm the only one (ha ha right) that's just sad. YOU GO GIRL!

Posted by Kristen Correa, Broker, I love coffee & real estate. I am out of coffee! (Kristen Correa Real Estate & Reedy Creek Realty Services) about 7 years ago

Jennifer, I'd like to add the following for the benefit of any new licensees reading these comments.  No one is saying to parrot someone else's words unless those words feel and sound natural and are appropriate to the situation.  If the listener recognizes what's said as a script the speaker quickly loses rapport, but that's not a condemnation of using scripts, that's a User Error.  "Did you find everything you were looking for today?"  I agree when Joe (#34) writes: "It's not about the words one spits out, so much as it is the quality and understanding of the words, and the ability to apply them in such a way that brings clients the best results."  Scripting enables me to give better quality and understanding to my words.  Just like editing does, plus adding new and engaging information in a very logical order for the listener to understand and consider.  With practice, repetition (there's a finite number of real estate topics that are discussed and repeated often) and refinement those words become a script.  Sometimes I've written my own--although not recently--and sometimes I learn other's.    

Posted by Lloyd Binen, Silicon Valley Realtor since 1976; 408-373-4411 (Certified Realty Services) about 7 years ago

Jennifer 'scripts' are still around hmmm. I've taken many of the big guru's stuff over the years but none of it worked for me very well at all. It was so canned spam to me. I learned that I do have a so called script but it's much like what you're talking about.  It's very clear and lays out the program whether it's for buyers or sellers but it's also personalised and certainly not 'scripted'.  If I talked in 'script' my clients would wonder what happened to me and where did Anna go!

Posted by Anna Banana Kruchten Arizona's Top Banana!, 602-380-4886 (HomeSmart Real Estate BR030809000) about 7 years ago

Excellent have touched on some great points.  The problem that most people who use scripts have is that they do not understand the purpose of scripts.  Scripts should serve to achieve mastery of a particular skillset.  Once you have learned the mechanics, you can then interact with prospective clients. The scripts can then be used as triggers for you.  Reciting script to prospects is recipe for disaster

Posted by C. Lloyd McKenzie, Living Albuquerque about 7 years ago

I agree with Ken (comment #8).

It goes like this - people tend to assume star athletes just have natural talent and don't need a lot of training & coaching. These athletes start off with an advantage, yes.  That advantage is wasted if they do not train and get coaching on how to improve! 

In real estate, each of us may have some kind of natural advantage - being friendly/talkative/charismatic/single-minded or career experience in sales/technology/financing that gives us the edge in a particular area.  These advantages again are wasted if we don't get training and coaching on how to apply our edge to achieve success.

Why re-invent the wheel, when our colleague are willing to hand us a set of new chrome rims and tires to get us rolling?

The purpose of scripts is NOT to turn everyone into an automaton or sound like a robo-call.  The purpose of a script is to tune your mind to focus on important matters so that you don't spend 20 minutes chatting about baseball when a buyer is on the phone - you spend 1 minute on baseball and 19 minutes gaining trust by focusing on essential market factors and steps in completing your business. 

Posted by Richard Arnold, Realtor - Tempe, Chandler, Mesa, Gilbert, Phoenix (Keller Williams Realty East Valley) about 7 years ago

Salesperson and con-artists use the same tools BUT with very different intentions.  The agent/broker that doesn't practice effective communication could be subdued by a greenhorn con-artist (or newbie in your neighborhood).  

Script, roll play what every you want to call it!  If you don't practice effective communication skills you know during that same "monotonous" conversations (about pricing the house) or (why I'm the better Lister the he is) with drama and passion and professionalism (don't say something to offend or even illegal) you could be out of this business.  Like a star actor or actress search for the most effective way to deliver the line, you should present yourself and/or (in our case) the property with talent.  

You will find Jennifer's so called excuse "being professional" might really be an unconsciously incompetent communicator.  Please don't take offense Jennifer I've been selling since I was 16 years old and practice everyday some times with real customers. LOL

Let me give you three reasons to practice saying what you say to customers.

1. Improve communication - you want to be understood

2. Time managment - allows you to cover all the information in the time permitted.

3. Rests your mind during the conversation giving you the time to focus on the needs or concerns of your customer.

Let me give you one of my best scripts I say it every day when I walk down my hall to go to work.  " I would!"  How many times do you recall giving some long BS answer when all you had to say was " I WOULD"?  Come on tell us!  I would!


Posted by Brian Sharkey, SharkeyRE - #SouthFloridaBroker (SharkeyRE LLC) about 7 years ago

I think you are absolutely correct, so long as the person is not trying to manipulate another. especially when it comes to the commission.  If one needs treatment by a chiropractor, the don't start finding way to "treat themselves" or try to lower the fee.  In addition, the chiropractor expects to get paid for the time they spend with the patient.  Just my .02. 

Posted by Joan Whitebook, Consumer Focused Real Estate Services (BHG The Masiello Group) about 7 years ago

I quess geting off the script requires some time and expertise in the real estate business and a feeling of comfort. Some people never bother with a script in the beginning and they are usually not teachable. The circle of life.

Posted by Jimmy Faulkner, The Best Of St. Augustine (Florida. Homes Realty & Mortgage) about 7 years ago

I took my first Sales Job at 25 years old.  Scripts were used for training - but once you got the feel for the Sales Pitch, the Scripts were not needed!

Posted by Fred Griffin Tallahassee Real Estate, Licensed Florida Real Estate Broker (Fred Griffin Real Estate) about 7 years ago

Lots of provocative comments, yet Brian, # 47 seems to explain it perfectly. For me, it depends on how you define professional?

Posted by Kimo Jarrett, Pro Lifestyle Solutions (WikiWiki Realty) about 7 years ago

Wouldnt you agree that you dont want to pay too much?

Wouldnt you agree you want to make a well informed decision?

Wouldnt you agree you want the best interest rate?

Wouldnt you agree you want the best home for the money?

Wouldnt you agree that a awrranty will save you heartache when lightning strikes and all your appliances are fried?

Wouldnt you agree an attached garage is what you said your wife wanted?

Wouldnt you agree that canned conversations make you want to choke the salesperson and wish you had never met them?

I hate being sold. I do NOT want to be a salesperson.

I am a trusted advisor and skilled negotiator. I need no script.


Posted by Brian DeYoung, The Realtor with personal investment background (also affiliated with Howard Hanna) about 7 years ago

I couldn't agree more with what you have written here.  I remember back in 1981, when I first became licensed, I had a few things in my head that were part of a script.  But, I no sooner got in the door of my first listing appointment, when the barrage of questions presented me, had just about every scenario that wasn't part of my script.  I aboslutely adore Brian's #52 comment loaded with all those "porcupine" questions. . .LOL

Posted by Myrl Jeffcoat, Greater Sacramento Real Estate Agent (GreatWest Realty) about 7 years ago

I cannot speak for others but agree with you many cant seem to function or communicate without guidance/script.

I like to answer a question with an accurate answer and if I don't know something whats wrong with admitting it??

Posted by David Shamansky, Creative, Aggressive & 560 FICO - OK, Colorado Mtg (US Mortgages - David Shamansky) about 7 years ago

I agree 100%.  I don't like sounding canned, but I do like giving good advice.  I think we should be able to:

Listen well, offer advice based on their answers, and work like we don't need the commission

Posted by Jan Green, HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN (Value Added Service, 602-620-2699) about 7 years ago

I've never been a script gal, but would join a Toastmasters Club if I had one in my area in a heartbeat. 

Posted by Joni Bailey, Your Huntsville / Lake Livingston Area REALTOR® (101 Main St. Realty) about 7 years ago


Posted by Suzie DeYoung (Fridrich & Clark Realty, LLC) about 7 years ago

You make a good point. For you. but for me I love SCRIPTS :)

Posted by William May, Your Family Realtor For Life (Century 21 / Union Realty) about 7 years ago

Jennifer, scripts - as it is defined - is for those who cannot think beyond the 'box' - the idea is to 'internalize' your profession to an extent that it's an inherent part of anything you do!

For me, advantage is - I do not need to communicate with my clients in English only - so, here goes script out of window!

Posted by Praful Thakkar, Andover, MA: Andover Luxury Homes For Sale (LAER Realty Partners) about 7 years ago

Scripts give you guidance to get started and help with preparing for a call while you must be prepared the other person doesn't have the script to follow!

Posted by Gerard Gilbers, Your Marketing Master (Higher Authority Markeing) about 7 years ago

Love this! Going to send to my husband. He's gone through years of sales training with scripts. So NOT my style!

Posted by Yvonne Jaramillo Ahearn, Esq. (B), REALTOR-Broker, CRS, GRI, ABR CLHMS (Hawaii Life Real Estate Brokers) about 7 years ago

I think with time, those scripts stop being scripts and we find the way to adjust our questions to every particular clients needs. Yet, everyone needs a blueprint and for a new licensee learning scripts is 'the must'~ it will make life and sales much easier:)

Posted by Inna Ivchenko, Realtor® • Green • GRI • HAFA • PSC Calabasas CA (Barcode Properties) about 7 years ago

People who go to plays or movies for that matter are being entertained by people using scripts !

Posted by Michael J. Perry, Lancaster, PA Relo Specialist (KW Elite ) about 7 years ago

Scripts might work as a training or exercise how to react but as soon as you are talking to real persons you have to do it on your own.

That scripts does not work you see every time when you talk to telemarketer or online sales persons. They start their phone talk with the same phrases and if you respond to them in a different way they have learnt they hung up.

Posted by Andrea HoffDomin, - in Real Estate always on your side! (Florida Dream Homes Realty) about 7 years ago

What we do in the sport of real estate is not an act. How can we help you is different every set of circumstances, with the people we link up with, partner and help guide the process. Scripts are like read copy.. buyers and sellers deserve natural, helpful conversational back and forth. Not to be fed one way. The discussion unfolds with input from the other side.

Posted by Andrew Mooers | 207.532.6573, Northern Maine Real Estate-Aroostook County Broker (MOOERS REALTY) about 7 years ago

Well, this sure sparked an interesting conversation!

And I see we all have different ideas of what a "script" is...

For example, I think we all develop our own way of explaining to a buyer or seller what happens during a property inspection, or how the loan processing thing works, or what some particular paragraph in the purchase contract means that a "script"?

And apart from "scripts", there is a whole catagory of words and phrases that I really do try to remember in the interest of maintaining polite social discourse  ......

For instance, calling someone's home "quirky" instead of "hideous"....


Posted by Cheryl Johnson about 7 years ago

Perhaps the distinction is in whether or not you view conversations with clients and potential clients (PC) as opportunities to sell yourself versus to consult or advise. I personally don't consider real estate to be a sales career, so the notion of having a "pitch" never really factored in to my planning process for an upcoming appointment with a buyer or seller. My goal during any conversation with a client (or PC) was to 1) figure out if we're a good fit for each other in the early stages; 2) determine if the client's or PC's "problem" was one I could solve and 3) on an ongoing basis, keep the moving pieces and parts of the real estate transaction together. 

These all entail (and require) intelligent CONVERSATIONS, not practiced dialogues. 

I did have to smile at one comment early on from Doug I believe, where he said he loves it when his competition doesn't use scripts. I feel exactly the same way - but the opposite - I can't tell you how many times I'd meet with a PC and they'd roll their eyes at the obviously scripted conversation another agent had with them and told me how refreshing it was to have a normal conversation with a real estate agent! 

Here's a blog I wrote several years back after being scripted to by someone who definitely had his pitch down... but when I realized it was a script was insulted that he thought I was so naive as to not notice...

Posted by Jennifer Allan-Hagedorn, Author of Sell with Soul (Sell with Soul) about 7 years ago

I think scripts often sound canned and unnatural.  I've tried to use them before, but I sound like a robot!  I've been doing this long enough that I know how to have a conversation.  Very good blog!

Posted by Amanda Christiansen, Christiansen Group Realty (Christiansen Group Realty (260)704-0843) about 7 years ago

I have never been a fan of any canned speech or presentation. I will have mental talking points or maybe even jot them down.  No they are not canned but just topics to make sure I cover.

Posted by Gary L. Waters Broker Associate, Bucci Realty, Fifteen Years Experience in Brevard County (Bucci Realty, Inc.) about 7 years ago

Scripts are beneficial for an inexperienced people in most industries, including real estate. But with experience, I think a more natural speaking style should be used. I think checklists can help one make sure the key points are covered without following a rigid script.

Posted by Wayne Johnson, San Antonio REALTOR, San Antonio Homes For Sale (Coldwell Banker D'Ann Harper REALTORS®) about 7 years ago

Here's another example:

You've listed a home nearby a local landmark.  You research the history of the landmark so that as you are showing the listing, and people ask about the big-old-house-across-the-street, you can answer, "Yes, it's called the Smith House, it was built in 1880...blah, blah blah...." 

Is that a script?  You probably repeat the same words every time, and its self-promotion to the extent that you are showing you know your neighborhood ....

It's a fine line......

Posted by Cheryl Johnson about 7 years ago
Jennifer, I am not a fan of scripts. You need to have your thoughts organized before called but you need to be yourself. Your doctor analogy is spot on. In sales, we are uncovering wants and needs.
Posted by Grant Schneider, Your Coach Helping You Create Successful Outcomes (Performance Development Strategies) about 7 years ago

I am reminded every time I watch a good movie that they had to memorize the script. Some do it so well you think it is spontaneous...amazing

Posted by Richie Alan Naggar, agent & author (people first...then business Ran Right Realty ) about 7 years ago

I think there has to be a distinction between a current client or a lead. I believe, agents who are using scripts are doing so for the purpose of converting a lead. Although, I don't use scripts, I can see how they would be beneificial.

Your example of the difference between the receptionist and the chiropractor really drove the point home. They may have asked the questions differently but the information that was conveyed was the same. Scripts are used for the purposes of getting to the information we need to help the prospect further see the need for working with us.

While I am not a fan of people trying to "sell me", there is something to be said for getting all the information and showing we provide value. I view a script like an outline for a paper. There are certain topics that I need to discuss in the course of the conversation. Without the outline, I may forget an important element which may lead the prospect to another agent.

Posted by Tammie White, Broker, Franklin TN Homes for Sale (Franklin Homes Realty LLC) about 7 years ago

I have never been a fan of scripts, although many years ago that is what one wa taught whenever you went to a sales seminar.  It does not work for me and to tell the truth I do not like it when someone uses one with me.

Posted by Mary Stewart, Wilsonville and Surrounding Portland Metro Areas (HomeTrust Real Estate, LLC, Homes for Everyone) about 7 years ago

I like scripts in that they enable me to learn how to effectively transition from one part of a conversation to another ... then all I have to do is say it in my own words.

Posted by Raymond Denton, Veteran Friendly Realtor® (Homesmart / Evergreen Realty) about 7 years ago

I don't have a script but I do have notes for information on hand when speaking with a potential buyer or seller. Such as FSBOs and Expireds, when I call them. If their home has an MLS history, I have that on hand plus their property tax records.

Buyers (I Google or FACEBOOK). You can learn a lot about their work history if they have their employment noted. it will tell you if they like to be in a stable work environment and not move from job to job.

If I can't reach sellers by phone, I leave a message (v-mail) and/or text.  Then try to reach them again by phone by the end of the day. The next day if I still haven't had some kind of reply I send a quick letter already to be printed and mailed via USPS with business cards attached.

If I don't see any sign of the property on the market by the end of a week after having sent the letter, I try again by phone to check on the status of the property. I drive by the property, check the MLS, and the different websites.

I received a phone call from a very belligerent, mean and nasty mouthed seller. My only reply was that it was too bad he had such a bad experience with the last realtor(s).  Would he allow me to view his property so I could at least have current photos of what updates / information for a buyer I may have for him in the future and that being the case would he atleast work with me in that particular transaction? It was a couple years ago but I sold the house. Didn't get to list it, but sold it for him anyway.

If you have the information on hand that you need, you don't need a script. Due diligence is your script1

Posted by Theresa Akin (CORPUS CHRISTI REALTY GROUP) about 7 years ago

The matter of scripts isn't black and white.  Sure, when you are dealing with significant issues such as one's personal finances or major purchases, conversation needs to be personalized and as common sensical as possible.  In certain instances where variables are forseen and superimposed into the scripts that are given to employees to be able to help them with certain transactions and non-sales related instances (census bureau, etc), scripts are almost a necessity.  Movies and television shows are a whole different arena combined with improv. 

Posted by Shannon Milligan, Richmond VA Real Estate Agent/Associate Broker, RVA Home Team - Winning with Integrity. (RVA Home Team) about 7 years ago

I never thought about it in this manner but I agree with you!!   Professionals do not need a script..CLASSIC!!!!

Posted by Paddy Deighan JD PhD, Paddy Deighan J.D. Ph.D ( about 7 years ago

There are two kinds of scripts: knowing what to SAY and knowing what to ASK. I believe that you do need to know the proper questions to ask. Your example even made that point...the professionals were asking important questions.

I hear agents ask "Do you know of someone who is moving?" Bad question. Better is "Of all the people you know, who do you think would be the NEXT to move?" Better script.

The scripts of knowing what to SAY can often come off as canned and it's better to know the key points and relate them in language with which you are comfortable.

I've heard agents say the same wrong things over and they're scripted whether they admit it or not, and ineffective. So in that case, as long as they're scripted, might as well create better scripts.

Posted by David Knox (David Knox Productions, Inc.) about 7 years ago

Just passing the real estate exam does not make you a real estate professional; it makes you a real estate amateur.  

When you first start out, scripts can be very helpful.  However, the primary purpose of a script is to provide structure to your conversation.  It serves as a great jumping off point.

If you believe you can move a potential client from not working with you to working with you, you've probably developed a method (or "script") of your own.  It's probably a series of questions or responses that you use routinely.  You may not call it a script, but chances are you do things--effectively or ineffectively--the same just about every time.  Yes, you may vary your responses depending on the person you're talking to, but there are only so many scenarios that you have to learn and you've learned them.

To say that scripts have no value is not recognizing that you, in fact, have learned (through experience or memorization) ways to handle objections.  The ways to handle objections ARE your scripts; you just don't call them that.

A new Realtor can learn a great deal from scripts and accelerate learning by, yes, memorizing them. Once memorized, these scripts or responses are at your fingertips to use as appropriate. 

When I was an Executive Search Consultant, I was required to write out a new phone script for each recruiting assignment.  It was not so that I robotically read through it.  It was so that I would hit all the salient points and stay on track.  If I was interrupted by the person on the other end, I could get right back to my point.

Scripts can be valuable if you know how to use them!



Posted by Tonya Chrislu, Make the smart move! (HomeSmart) about 7 years ago

I don't use scripts and never have. I am comfortable working with buyers and sellers and read people well. Some agents are sold on scripts but I think many can make an agent come across as a telemarketer. Perhaps they are needed by those who are not comfortable communicating with strangers. I think it's better to be genuine when talking with buyers and sellers. I think our clients appreciate it. We will always have differences of opinion on this issue.

Jacqueline Drake CRS

Posted by Jacqueline Drake CRS, Southeast Arizona land, farms & horse properties (Jacqueline Drake Realty) about 7 years ago

I often enjoy trying to bring sales people out of their script, some will eventually have a conversation with me and others get frustrated and just hang up.

Posted by Bob Crane, Forestland Experts! 715-204-9671 (Woodland Management Service / Woodland Real Estate, Keller Williams Fox Cities) about 7 years ago

It's time to just be yourself - but nothing wrong with having an outline of the points needed to cover for the day.

Posted by Dagny Eason, Fairfield County CT, CDPE Homes For Sale and Condo (Dagny's Real Estate) about 7 years ago

When I get up in the morning and ask my boyfriend if he want Coffee, then eggs or oats does that mean I am using a script.

Posted by Charles Stallions Property Manager, Pensacola, Pace & Gulf Breeze Property Management (Charles Stallions Real Estate Services) about 7 years ago

Wow, could I jump in any later? I'm sure this has been said, but I didn't wade through all 83 comments. The pastor who married me is a professional. And he used a script. President Obama (and every other president) is a professional, and he uses scripts. 

Scripts aren't there to build relationships. We can do that in conversations. They are tools that professionals use to make sure they have all the information they need, and they're tools to build confidence in professionals.

People are afraid of using tools because they're afraid of them. I'll get lots of people mad and contend that 90% if not more of the real estate agents producing $15M+ use scripts. Not to be disingenuous, but to make sure they are getting (and giving) all of the information they need. 

Posted by Matt Thomson, Helping you find success through real estate (Fathom Realty Colorado) about 7 years ago

Great post! excellent comments, I use them when I need it! Thank you Jennifer for sharing!

Posted by EMILIA B COOPER, REALTOR® SFR.NCHSE.AHWD, Short Sales, Foreclosure & Bank Owned Real Estate (LAROSA REALTY) about 7 years ago

Exactly.  I think the distinction is important.  We can all use better words sometimes, but in the mouth of a professional, it's not just a script.

Posted by Brad MacKenzie, Turning Houses into Homes on the South Shore (Brad MacKenzie) about 7 years ago

I don't like scripts, either. I feel like I can tell when someone is using one on me. Unless they are awesome and animated at delivery, they sound bored... and like they are regurgitating whatever they are telling me. Major turnoff. I have also noticed that people reciting scripts don't seem to look me in the eye as often when they are simply speaking to me. It seems like, to remember the script, they have to look somewhere slightly above my right shoulder. It's weird. Ick 

Posted by Katherine Flansburg, Real Estate Professional in College Station, Texas (BCR Realtors 979-492-7830) over 6 years ago

Jennifer Allan-Hagedorn you have a point. Script is the term so rigidly used, I felt like never working on scripts. What is important is - dialog with our clients about the process, about their mindset and about THEM!

If we listen, we last.

Posted by Praful Thakkar, Andover, MA: Andover Luxury Homes For Sale (LAER Realty Partners) almost 5 years ago

Well, I'm going to disagree. I believe scripts are needed when I'm doing something outside of my comfort zone. I need something prepared so that I can take the edge off. After a few times I'm sure I'll commit to memory, but for the first time...script please!

Posted by Donna Foerster, Metro Denver Real Estate Assistant (HomeSmart Realty Group) about 4 years ago

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