Cold Call Series: Seller Script
Every day, my team and I make thousands of cold calls to homeowners all across North America. We convert at 3.5% consistently - and that conversion rate is raw. I'm not talking about connectivity. If my team calls 100 homeowners, 3-4 of them will book an appointment with our clients.
A lot of brokers I speak to ask how we end up converting at such a high rate, and the answer is pretty simple:
- Consistency of Effort
- Proper Scripting & Process
In many ways, I would argue that the first is more important than the second. However, this article isn't about consistency of effort or math surrounding your call frequency. This article is about how to execute when you get someone on the phone.
So I wanted to share exactly what we say to our homeowners in order convert at 3.5% when gauging their interest (and in many cases, increasing their level of interest) in selling their home.
Of course, these scripts change based on the market, our client, and their preferences, but the structure remains similar:
Introduction/Reason for the Call/Ask
Hi, HOMEOWNER NAME! This is YOUR NAME from BROKERAGE NAME.
How ya doin’ today?
(Wait for reply)
Is now a bad time to talk?
(Wait for reply)
Awesome. Well…the reason for my call today….we're looking for people who are eager to make a profit on their home in this market so real quick, let me ask - if the perfect opportunity presented itself, would you be open to discussing the sale of your home?
(Wait for reply; if yes, move to QUALIFICATION. If they say no, we're going to move in the direction of their answer and loop back around for another ask in a moment...)
Hey no problem! I’m glad to hear you’ve settled into your current home. What would be important to you if you WERE to start thinking about selling?
(Wait for reply; if they talk about A GOOD PRICE, move to QUALIFICATION)
Oh that sounds great. And look, I’m sure you know this but with everything going on in the world, home prices in the area have been climbing even through 2021. (I would mention something here about your market).
When did you purchase the home?
(Wait for reply)
What was your house worth at the time? Just a ballpark.
(Wait for reply)
And look…that means if we were able to just match the market increase, that could mean your house may be worth ($X ballpark figure)! Look...realistically, if I could get you something like that…would you be open to discussing the sale of your home?
(Wait for reply; if they say no to that again, politely exit the conversation. Otherwise, let's get qualifying!)
Qualification (customizable)
Hey that’s great to hear! So look obviously I'd would love to meet with you to discuss and see how I can help you out; I want to quickly make sure I has all the information I need to help you out, okay?
(Wait for reply)
Okay cool - so if you were able to sell the home, where would you want to go next?
(Wait for reply)
Awesome! That’s a good area - and in terms of what you’re looking for…tell me a bit about that.
(Wait for reply)
Cool and in terms of your budget - what range are you hoping to stay within? Just a ballpark.
(Wait for reply, note)
Awesome - when was the last time you had the house valued?
(Wait for reply)
And what was the value at the time? Just a ballpark.
(Wait for reply)
Okay awesome and just before I book you in with Janil, have you done any renovations or major changes to the house at all?
*of course these are just some of the qualifiers you might want to discuss. Each agent has their own information they want to know about their prospective seller*
Conclusion
Get yourself a list from REDX of expired listings. Call past clients. Someone. Get a list together, sit down, and run this process.
I would LOVE your feedback! Let me know how it goes and if I can help in any way.