Scripts are the most fascinating thing about lead generation. It seems every agent wants them and fights them as the same time. This is how it usually goes:
- “I don’t know what to say!”
- “Here’s a script.”
- “But it doesn’t sound like me.”
- “Well, that’s kind of the point, since you don’t know what to say.”
- “I’m going to make some changes.”
- “But you said you didn’t know what to say.”
I want you to think of the last movie that made you cry or touched you on an emotional level. That was done through a script. A recent movie with some very raw emotion was Marriage Story on Netflix. In multiple interviews the actors were asked how much improvisation there was. The answer was zero. Those emotional battles were completely scripted and delivered so well that everyone thought it had to be off the cuff.
What do you say when you walk into a store and someone asks for help? What do you say when someone offers you a credit card signup? What do you say when someone tells you have won a free trip somewhere in the US, but you just have to promise to attend a little 1 hour timeshare presentation?
I was in a playful mood, and here’s what I said, “What state is that in?”
They said “California.”
I replied, “I”m not legally allowed to go there. Sorry.” They were completely stymied and awkwardly said, “Oh, okay. Have a nice day sir.”
I almost felt bad. Everyone has a script whether it is trained or developed. My script beat their script, and this is always how it will go. Someone’s script wins. Will it be yours.
So the next day I got a call from the same company but a different person. I thought crap, they must have have come up with a script response. But it played out the same and they didn’t know how to respond.
There are two kinds of scripts. One is the scripted question that is just for the moment or circumstance and the other is a complete script which keeps you and them on a path. The first is for changing focus, bringing them back to their goals or handling objections. The second is for mainly first time meetings or where you want them to get to a certain spot like internal motivation of the Mighty Script or picking you as their agent.
Let’s take a moment to talk about handling objections. What I have seen in newer agents is this eagerness to get into a battle of objections. They learn ways to respond to them and keep asking for more. 10 minutes later, this tennis match is over and the prospect is getting off the phone. The agent might be fulfilled in “handling” those objections but they didn’t get the appointment.
Many objections are knee-jerk scripts in the beginning. Once I walked into a store and a friendly associate ask, “Is there anything I can help you find?’ It’s a wonderful, thoughtful script that they all have which triggered by script without even thinking about it. “No.” Five paces later I realized I didn’t know where the belts were in this store and I was too embarrassed to go back to the associate to ask.
One of our agents had someone in their Open House and after he walked through, the agent asked, “What did you think of the house?”
He instantly replied, “The backyard was too small.”
The agent was puzzled but said, “This is one of the biggest backyards in the neighborhood.”
They guy paused and said, “Yeah…I just say that to all of the agents.”
No one wants to be sold.
We’ll get into specific scripts further on but for those that want to create their own, here are the elements of a script.
Questions
Questions are powerful. I learned from a mentor long ago that questions will get you further than telling. Questions get people thinking. In a debate or verbal exchange, while you are telling, the other person is formulating their response. The right questions cause the right thinking.
Just last night I was talking to someone and I fell into coaching mode and asked a simple question. He got stuck and said, “I hadn’t thought that far out.” Everything makes sense in our own head. Much like it’s difficult to edit our own work because our head fills in the gaps. So when someone has to explain something back to you they can often see the holes so much better.
The person asking the most questions is winning the conversation. If they are asking about your commission, your experience, your marketing, etc. you might be losing.
Doubt
There’s a lot of bad information out there. It comes from family, friends, the internet and elsewhere. Doubt usually has to be asked gently so as not to raise their defenses or have them feel like you are insulting their intelligence. Some people just have these very limited ideas of how real estate works. By questioning them, you cause the to go deeper to see if they really understand the situation or concept.
- “I hadn’t heard that before. Where did you hear that?”
- “What makes you think that?”
- “Is that really the best path?”
- “How many people have you heard to that?”
Having a client pick you over another agent. (Be honest when creating your doubts.)
- “How many deals have they done?”
- “Do they work this area a lot?”
- “That is a big team, do you worry about being bounced around?”
- “Do you think a solo agent has enough time to help you?”
We hate to lose something. Doubt brings up that their way of thinking might lead to loss.
Curiosity
Curiosity draws their attention and links you to the holder of special information which raises your value.
- “Have you seen HOW I market homes differently than other agents?“
- “Have you seen the recent changes in interest rates? It’s quite surprising.”
- “Did you see the new listing over on Maple? I think it might be perfect for you.”
- “Did you hear about the new program?”
- “Have you heard about the new home coming up for sale on Cedar Dr?”
Urgency
Urgency is usually the most abused element and it’s likely to be sniffed out quickly when abused. I also think this one plays better to certain personalities than others. The High C personality (We’ll get into the DISC fully later) wants stats, proof and time to make decisions. They usually will not go along with urgency.
Don’t try to cause fake urgency because if later it shows urgency wasn’t needed, you lose value in their mind. There was a radio commercial that went on for more than a decade where they guy was saying, “Interest rates have never been lower and are going up soon!” No, that’s not what happened and I don’t think he is business anymore.
The best urgency script is, “Let’s write this up, right now.” Sometimes people just need a nudging or permission. You might be surprised to hear that some clients are waiting for you to tell them what to do. You are the professional!
Here are some other questions. Remember, non-judgmental delivery of these questions is imperative.
- “How much longer do you want to rent?”
- “How long have you been away from your family?”
- “Based on this data, these are the best time to do_____”
- “In my experience, this is the right time to ______”
Their motivation
This is about them and their motivation. If you push them to the start line you will be dragging them across the finish line. I remember the first time I heard an agent say, “If their motivation isn’t at least a 7 out of 10 to sell, I’m not going to a listing appointment.” I didn’t know we couldn’t do that early on. I felt that I had to take every opportunity. This was the permission I needed to not work with the unmotivated. It will save you a lot of time once you understand who is actually motivated and put your effort into them.
The Mighty Script was built for this. You will know their actual level of motivation, as well as foster it.
I cannot say this often enough. Be honest. You are not the only person they are talking to in this journey and there are thousands of agents to choose from. There are more lessons with scripts about specific situations as we continue.
Exercise: Write three questions using some or all of the elements that pertain to situations you have had or fearful that you will get.
Do the work, get the results.
Next Lesson >> Accountability