Top 5 real estate cold calling scripts to boost your conversions

Introduction

There are 1.5 million realtors in the US. That’s a lot of competition. Today, real estate agents need to build relationships with home buyers and sellers and build trust—houses are, after all, an emotional transaction.

But navigating those early conversations can be complicated—you want to start things on the right foot and immediately elevate yourself above the competition—which is why having handy real estate cold-calling scripts for different scenarios can help. 

Cold calling is a great way to identify opportunities, forge connections with prospects, and build rapport with existing clients—if done correctly. Filling your prospecting funnel with high-quality new leads requires a ton of preparation, robust targeting measures, and a certain amount of persistence. 

Up for the challenge? We’ve compiled a list of real estate cold-calling scripts that will reduce the time and costs required to build a healthy funnel and also up your success rate. 

Why use cold calling scripts in real estate?

Every conversation matters in real estate. You need to make a good impression in the first few minutes; otherwise, real estate leads will find plenty of other options elsewhere. Cold calling scripts can help you stay on track, establish an early connection with clients, and get the information you need in as little time as possible, thereby increasing lead generation.

Here are some key benefits of real estate scripts:

• Build a conversation roadmap: create a repeatable journey for prospects that’s predictable and leads to the desired outcome. 

• Provide an effective framework: lean on tried-and-tested methods to get the customer and the sale. 

• Boost confidence: arm yourself with the right questions to deliver value and build an instant rapport with prospects.

• Navigate objections: create an easily replicable question-and-answer script that pre-empts and tackles potential objections and hesitations.

Top five lead generation scripts for real estate success

The real estate process tends to follow a similar path with each client. For home buyers, you aim to steer them toward the right property, manage bidding and negotiations, and ensure the purchasing process goes as smoothly as possible. For homeowners, you need to convince them to list their property with you, manage expectations and offers, and help them find the right buyer as quickly as possible.

Because the process is relatively predictable, five types of real estate scripts are particularly useful: 

1. Cold calling scripts

Cold calls are often the first point of contact you’ll have with a potential client. This is your chance to understand their needs, hear their pain points, and share your elevator pitch.  

You usually only have a couple of seconds to make an impression, so use this time to schedule a longer, more in-depth chat if the prospect seems up for it.

Here’s an example,

"Hello there! I'm [your name], a real estate expert from [your company name]. I was calling to confirm if now is a convenient time for a quick chat.

If the prospect doesn’t have time at the moment, use one of the below options:

“I totally understand. When is a good time to call again?”

“I get you’re busy, so I will make it quick. I only need a minute, or I can call back at a better time.”

Cold calling tip: Don’t try to be too imposing in your call; be empathetic.

2. Open house scripts

Open houses are a great opportunity to show interested buyers you understand their needs and are proactive with finding the right properties. 

You can use the hook of a great property to spark an initial connection, but make sure you use the phone call to better understand a client’s preferences and get their contact information for a potential follow-up once the open house is over. 

Here’s an example of an open-house script:

Hi, it’s [your name] from [your company]. I’m hosting an open house on a great property that I think you’ll love this weekend. What’s your email address so I can send the full details? Just to give you a bit more context, [share some key features here.

and insightful information about the neighborhood]. What time shall I expect to see you there? 

If the client says they’re not sure, take the opportunity to ask them what it is they’re looking for, any particular specifications that are a must-have, and what their thoughts are on the information you’ve shared about the open house property. 

Cold calling tip: Mention that you have exclusive opportunities or special promotions available for attendees of the open house, encouraging them to engage in a conversation to learn more.

3. Listing presentation scripts

Getting the listing right is crucial for getting sales, but it’s also a pivotal point in your client relationships. Your presentation script should:

• Explain your marketing plan and pricing strategy in detail

• Offer help and guidance

• Outline the next steps in the listing process and set expectations

• Close by reiterating your commitment to achieving your client’s selling goals 

Here’s an example of a listing presentation script:

Hello, it’s [your name] from [your company]. I’ve got your listing ready, and I’d love to walk you through it — is now a good time? 

If they say yes, you can continue with your presentation. Take the time to listen to their questions, acknowledge any hesitations, and clearly lay out what will happen next. 

[Talk through the listing]. I plan on marketing the property via [methods you plan to use for marketing]. Before I carry on, do you have any questions or concerns? The next steps are [state the next steps and if you need the client to do anything from their side]. I’ve already got several potential interested parties lined up, so I’m confident we’ll be able to get [expected price] in [expected timeframe]. 

Cold calling tip: This will work best if the homeowner is looking for a new agent or hasn’t had success selling on their own.

4. Negotiation scripts

Negotiating is common in the real estate world, but many buyers and sellers won’t be as familiar with the process. Use this time to:

• Listen actively to the buyer’s offer and acknowledge their perspective

• Present counteroffers logically, backed by market data and property comparisons

• Focus on common ground and solutions that benefit both parties

Maintain a professional and respectful tone throughout the negotiation and aim for a win-win outcome that satisfies both buyer and seller. Trying to shoehorn all of this into one call is hard, but that’s what makes a script so handy.

Here’s an example of a negotiation script:

Hello, it’s [your name] from [your company name]. Thank you for your offer. I’ve put that forward to the seller. I’d love to hear the reasoning behind it and if you have any questions for the seller at this stage. 

If the seller wants to put forward a counteroffer, present it logically and empathically. 

It’s a great offer, but the seller is looking for something closer to the listing price. Based on [a similar property that has recently sold/defining feature of the property that makes it stand out], would you be open to coming up to [counteroffer]? The seller will happily take it off the market and stop all scheduled viewings if you can meet them at this price. 

Cold calling tip: Clearly articulate how your solution addresses the specific needs or concerns of the prospect, showcasing the advantages they'll gain by choosing your real estate services

5. Follow-up scripts

Real estate agents do a lot of follow-up — after open houses, after offers (rejected and accepted), and after a new property comes to the market. There are plenty of times it’s helpful to have a follow-up script ready to go: 

• When you need to contact clients after viewings or an open house to gauge their interest

• When you’d like clients to share their feedback or concerns

• When you want to offer additional information or property suggestions based on the client’s needs

• When you want to remind prospects about your value proposition and reiterate your commitment

Here’s an example of a follow-up script:

Hi, it’s [your name] from [your company]. Just checking in to hear about your experience at the [property address] open house this past weekend. Are you happy to share your thoughts? 

If the client says yes, go ahead and ask some leading questions, such as what they liked and disliked, whether it fitted their requirements, and whether they’re interested in placing an offer.

Follow-ups allow you to stay persistent without being intrusive so you can still nurture the relationship for future opportunities. 

• Contact clients after showings or open houses to gauge their interest

• Ask for feedback on their overall experience and address any concerns

• Offer additional information or property suggestions relevant to their needs

• Remind them about your value proposition and reiterate your commitment

• Stay persistent without being intrusive, nurturing the relationship for future opportunities

Cold calling tip: Persistence is key in follow-up, but it should always be coupled with a genuine understanding of the prospect's needs and a commitment to providing value.

We’ll dive into more detail about each type of script, outline why it’s important, and provide some template scripts you can use for yourself. 

Five best practices for effective real estate cold calling scripts

1. Research your prospects

Before you reach out cold, take the time to learn more about the person on the other end. Familiarize yourself with their situation, their location, and any information you already have, like their preferences, needs, and potential pain points. It’ll be easier to handle objections on the spot if you know what you’re going into. 

2. Use a CRM to track your calls 

CRMs arm you with a list of people you need to call along with their information and relevant attributes based on past conversations. You can type in updates from the call directly into the CRM and update the status of each lead right after the call; track expired listings, schedule follow-ups, appointments, emails, and more in one place. Additionally, a CRM also aids in formulating a personalized marketing strategy since you have all the relevant information at your fingertips.

3. Be mindful of when you call

Limit your phone calls to important milestones, like after an open house or if you have a property they might be interested in. Prospects will have different schedules, so it helps to ask them when the best time to call is. 

4. Practice your real estate cold-calling scripts

We’re not saying you should stand in front of the mirror to run through your scripts, but the more you familiarize yourself with them, the easier it’ll be to learn them by heart. The more you do it, the more natural it’ll feel. 

5. Follow up with your prospects

People are busy, and connecting with a prospect often takes a follow-up or two. Schedule follow-ups into your cold calling schedule so you can stay in touch with potential prospects and close more deals.

Ready-to-use real estate cold calling scripts

Reaching out to potential clients 

Hi, my name is [your name]. I’m a real estate expert for [your company], and I’d love to talk about [your property search/situation]. Is now a good time to talk? 

If the customer says yes, you can take the opportunity to learn more about them and their situation. If they say no and don’t write you off, you can schedule a better time to chat. If they’re open to chatting right away, you can continue with:

I wanted to connect because I've been in the real estate industry in [area] for [x] years, and during that time, I've had the pleasure of assisting over [number] people to buy or sell their properties, and your listing caught my eye.

If you’re getting positive vibes at this stage, you could continue with: 

I'd love to learn more about your real estate goals and see how we can assist you. Would you be open to a brief conversation? No strings attached–just a chat to see how we can make it work for you.

You might see a property that’s for sale by the owner (FSBO) on property websites like Zillow, Redfin, or Trulia. Use this opportunity to call up and promote your services — especially if you have potential home buyers lined up ready to view.

Hi, it’s [your name] from [your company]. I saw you recently listed your house—it’s got a great [positive attribute]. I’d love to help you sell it, and I’ve got a few buyers who might be interested in seeing it. Would you be interested in working together?”

An alternative is to check if they’ve had any success with their listing. This can be an exploratory conversation. 

Hi, it’s [your name] from [your company]. I saw you have listed your house for sale–it’s in a great location. How long have you been on the market now?

Based on the responses, you can follow it up with:

“I was just wondering if there’s anything I can do to help you stage the house, set up an open house, or get more potential buyers?”

If the prospect says they’ve got it under control or that they aren’t planning to use a realtor’s services, you can outline the benefits you offer. 

I can manage the entire process end-to-end. Many homeowners find the paperwork and logistics challenging. I can take care of everything, ensuring a stress-free experience for you.

If they're concerned about the agent's commission cost, you can suggest an agent-assisted sale at a potentially higher price, ensuring the commission doesn't impact their sale proceeds as much.

Circle prospecting script for a specific geographic location 

This cold calling script is useful when you want to build trust by leveraging a recent sale made in the prospect’s local area.

Hi, it’s [your name], and I work at [your company]. I’ve just sold a property [in your area/on your road/just around the corner from you] and wanted to see if you’d be interested in knowing how much your home is worth. Is now a good time to talk? 

Succeed with ready-to-use real estate cold calling scripts

Cold calling is so much more than dialing phone numbers. It’s an opportunity to build trust, grow your prospecting funnel, and nurture your relationship with existing clients or referrals. The key to a growing real estate business is to understand each client’s pain points, take an interest in their needs, and create a space where they can share their feedback, questions, and concerns. 

These scripts will help real estate agents be successful at every stage of the buying and selling journey.

Even the best real estate agents need tech to stay on top of their game. Try Freshsales, a real estate CRM that helps manage conversations, automate follow-ups, provides insights for crafting better marketing strategies, and keeps track of internet leads or any leads from other sources such as webform, email, and chat in one place.

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