Sales scripts: what they are and how to create them in real estate

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Sales scripts are structured scripts that guide brokers through the customer service process, from the first contact to closing the deal.

They provide a logical sequence of questions and information that should be presented throughout the negotiation.

In the real estate sector, the tool helps the broker remember essential points, such as understanding the client's needs, presenting the property's characteristics and dealing with objections.

This way, the professional can maintain focus, personalize service and improve conversion.

These scripts can be used across different communication channels, such as phone, email, WhatsApp or in-person meetings, and can be adjusted to suit each stage of the customer's purchasing journey.

Read also: What is a sales pitch? Learn how to apply it in the real estate industry

Why use a real estate customer service script?
Service scripts ensure an effective approach to the client malta whatsapp data help to better prepare the broker to deal with different situations, such as answering many questions about the property or dealing with indecisive clients.

Furthermore, they help identify the interested party’s needs, allowing the professional to conduct the negotiation in a more organized and personalized way.

Although they do not cover all the nuances of each interaction, the scripts serve as a secure base, ensuring that the broker does not miss essential information during the service.

They are, together with the sales playbook , a tool to make the process more efficient and increase your chances of success.

And how to make a good sales script?

How to create your own sales scripts?

To have the best sales scripts, it is essential to understand the needs of your audience and the internal processes of your real estate agency.

They must be adaptable, allowing brokers to follow a clear structure, but also personalize the service according to each client's profile.

Below, we will detail the main elements for creating customized scripts for your sales team.

Build your real estate sales funnel
A well-defined real estate sales funnel is the foundation for any sales team script. It organizes the steps of the process, from first contact to closing, and helps you understand each client's situation and which approach to use at each stage.

For example, at the top of the funnel, you can focus on presenting general solutions and generating interest.

In the middle of the funnel, it is time to qualify the customer, understand their needs and offer properties that match what they are looking for.

At the bottom of the funnel, the broker must be prepared to negotiate and close the deal, overcoming possible objections.

Pay attention to the stages of the consumer journey
In addition to building the sales funnel, it is important to align the script with the stages of the consumer's purchasing journey .

In real estate, the journey involves several phases, such as:

Discovery and consideration: at this first stage, the client is just researching, making discoveries and still has many questions. Here there is still no direct contact between the broker and the client.
Active search and online research: in this second stage, the consumer already knows which neighborhoods are of most interest and wants to ask a broker questions. The professional must be ready to give the client maximum attention and have all the necessary information about a certain neighborhood or region and also about the property.
Negotiation: At this stage, the customer wants to know more options within their budget and how to shorten the entire bureaucratic purchasing process. At this stage, they are already in a hurry to finalize the negotiation.
Transaction: this part is the most delicate for the client. They are not used to dealing with the volume of documents and procedures to be carried out for a property purchase or rental and will need the help of the broker to move forward.
Keys and after-sales service: this is the opportunity for the consumer to be surprised, as many brokers imagine that the purchasing journey ends with the transaction. Take advantage of the delivery of the keys and after-sales service to offer useful contacts that will make it easier for the customer to adapt to the new property.
For each of these steps, your ready-made sales scripts must be adjusted to deliver the right information at the right time.

As seen, a client in the research phase, for example, needs details about the characteristics of the properties, while a client in the decision phase needs convincing arguments about the value of the investment and the purchase conditions.

Know your customer profile
A good sales team script also depends on a clear understanding of the customer profile.

It is essential to know whether the prospect is an investor, a family looking for their first property or someone looking for a rental opportunity.

By adapting your speech to the specific needs and expectations of your customer, you make your communication more assertive and effective.

Questions like “What is your priority when buying a property?” or “Are you already familiar with this region?” help to adjust the service.