Cold calling is one of the most polarizing lead generation strategies in the real estate industry. Experienced agents will tell you it’s an essential part of lead generation, while others argue it isn’t worth the anxiety or frustration. But we believe that, with the right preparation, cold calling can transform your real estate business.
Because we know firsthand that cold calling can lead to success, we put together this step-by-step guide of tried-and-tested scripts, tips for leveling up, plus videos from real estate experts with industry insider secrets. Remember, cold calling works in real estate because consumers need your help. You’re serving your community by offering your experience, education, and knowledge.
Download the Best Cold Calling Scripts
Cold Calling Strategies
Real estate cold calling requires so much more than picking up the phone and dialing a random number. If you want to really excel at cold calling as a lead generation strategy, here are the skills you need to have dialed in:
- Set goals: Begin with bite-sized, complementary objectives that create opportunities. One example of this is introducing yourself in person to one new prospect each week and spending one hour per day cold calling.
- Follow up with face time: A handshake can turn into a closed sale, so try to turn each call into a face-to-face meeting, even if it’s just for a minute or two.
- Spend more time listening: The more attention you pay to your prospects’ needs, the better you can address their pain points.
- Prepare: Get comfortable with your scripts by practicing them out loud with a friend or colleague. That way, you’re focusing on what they’re saying, not your script.
- Let go of your fears: If you’re afraid of the word “no,” you aren’t going to get very far. Stay on message and be ready to handle typical objections.
- Get in the zone: Make sure you are focused, have space to walk around, and maybe do some stretches to be limber and keep that mind sharp.
- Consider your toolbox: It’s helpful to have an auto-dialer to keep you efficient. You might consider a company like REDX, which also provides up-to-date FSBO and expired listing contact lists.
- Capitalize on your successes: Be ready to keep the conversation going with our tried-and-true follow-up scripts.
- Know the rules: Respect regulations such as the Telephone Consumer Protection Act. Read up on your responsibilities as a cold caller with this guide from the National Association of Realtors.
7 Proven Cold Calling Scripts for Lead Generation
1. Expired Real Estate Listing Cold Calling Script
Cold calling expired listings can be tricky because you know that the homeowner is going to get hit with calls from multiple real estate agents, maybe even that same day. Stand out from the competition with this script from REDX called The Neighborhood Expert:
Hi, is this the homeowner? I’m [your name] with [your company].
You know, I work in [neighborhood], and I noticed that your home was no longer for sale. Are you planning to put it back on the market?
Listen—they will sometimes say “maybe later” or “not for a while.”
I can understand why you might feel pretty discouraged—it’s a great house. Any idea why it didn’t sell? Did you get any offers?
Listen to what they have to say.
I was just surprised to see it on the market for [how many] days. I assumed it would be gone in a few weeks. What made you all decide to sell? Where are you moving to?
I know you’ve likely had quite a few agents calling you, but as I said, I’ve worked in the neighborhood for [#] years, I know this neighborhood, I’ve sold homes in this neighborhood, and I’d love a chance to sell your home or at least take a tour and see what might be holding it back.
Would you mind if I came by this Saturday at [specific time]? I’m happy to give you some feedback.
Why It Works
In this script, the agent isn’t pretending that they’re the only game in town. They openly acknowledge their competition, which provides a fantastic opportunity to then say, “but I know the neighborhood, and here’s why I’m uniquely qualified to represent you.”
Love to Hear It
Extra points for using a specific day and time to set up an in-person meeting.
2. Basic FSBO Cold Calling Script
Many real estate agents consider the FSBO prospect to be a perfect lead for cold calling. The owners have already announced to the world that they want to sell—all you have to do is convince them they need your help. David Hill’s excellent script helps you navigate a seller’s concern about saving money.
(We’ve added some mock responses to this script so you can practice hearing “no” and learn how to overcome those initial rejections to get a listing appointment.)
AGENT: Hello, this is [your name] calling from [brokerage]. I noticed you have a house for sale in my coverage area. Is it still available?
LEAD: Yes.
AGENT: Great, are you working with real estate agents?
LEAD: No.
AGENT: OK, I know the area well, and I’m wondering how much you’re asking for the house?
LEAD: $264,900.
AGENT: If I had a buyer who would be a fit, would that be helpful for you?
LEAD: Yes.
AGENT: Great. What I’d like to do is schedule a time to come by and look at the house to see if it would work for any of my clients. I’d also like to share some of the things we do to help people who are selling their own homes, like yourself. Do you have time this afternoon, or would tomorrow work better for you?
LEAD: You know, I really don’t want to work with an agent. If you have someone who’s serious, you can send them by, but I’m not looking to sit down for a sales pitch with an agent.
AGENT: Sure, I can appreciate that. Let me ask you this: Why did you decide to sell your house without hiring a professional agent?
LEAD: Well, I wanted to save money. A 5 or 6% commission would be a lot.
AGENT: Yeah, I can understand that completely. Interestingly enough, 90% of the owners I speak with who are selling themselves tell me the exact same thing. If I could show you a way that I could net you that 6% back, or possibly even more money by using our services, would that be something you’d be open to?
LEAD: Well, basically what we’re trying to do is break even. We bought the house two years ago, and the value hasn’t really gone up.
AGENT: So, what is the main reason for your sale?
LEAD: No, I’ve been transferred. We’re moving to Arkansas.
AGENT: Oh, congratulations. And when will you need to be in Arkansas?
LEAD: We need to be in Little Rock in 90 days.
AGENT: Gotcha. So the clock’s ticking for you. And if the house doesn’t sell in 90 days, what’s your plan B?
LEAD: Well, we’re going to have to go — the house will just be empty.
AGENT: Oh, yeah, I’d hate to have that happen to you. If I could sell the house, have you break even, and get it done before you get to Arkansas, would that be a win for you?
LEAD: Yeah.
AGENT: OK, perfect. Why don’t we meet? I’d love to see if I can do that for you. I’ll be 100% honest with you. If I can do it, I’ll let you know. If I can’t, I’ll let you know that as well. How does that sound?
LEAD: Yeah, that’s fine. If you want to give it a shot, you can come on over.
AGENT: Awesome, thank you. I’ll see you this afternoon at four. Will that work?
LEAD: Sure, see you then.
Why It Works
This is a great script for an FSBO because it’s direct. The agent isn’t afraid to ask why they aren’t using a professional. And for every reason, this agent has an answer. The object here is to get in front of the seller, and this agent does that by thoughtfully addressing each of their concerns.
Love to Hear It
Note that there’s no haggling over the commission. Try to refrain from making any commitments regarding numbers. Instead, be sure that you hear and understand the prospect’s wishes and concerns. You can always say, “I’m making a note of that…,” which shows that you’re listening but you’re not making any promises.
Ready to start reaching homeowners who are ready to list right now? Vulcan7 is the industry leader in data mining FSBOs and expired listings and giving you all the tools you need to convert these leads into new listings. Vulcan7 includes an auto dialer and its own CRM to help you capture leads and manage your touch points. One of the best things you’ll get with Vulcan7 is a set of scripts to use no matter who you’re contacting.
3. Advanced FSBO Script: The Diagnostic
We really like this thorough script from AgentFire, which keeps the conversation going with plenty of questions. You’ll be able to identify the seller’s pain points by listening to their answers, and then address how you will solve them.
Hi, this is [name] from [brokerage]. I noticed you have a home for sale at [address]. Is it still available? May I speak with the owner of the house?
I understand you’re selling the home by yourself, and I respect that. I was just wondering if you are cooperating with buyer’s agents? And by cooperating I mean, if one of my clients were to make an offer, are you willing to pay me the standard [insert your percentage here] commission in our area for a buyer side only?
If yes:
OK, that’s great! Could you tell me a little more about your home?
Ask about details such as room size, age of home, what the neighborhood is like, etc.
I have a few buyers right now, and I think that they could be interested in your home. Is there a time I could come by and take a look at the property before bringing my clients?
If no:
I understand. By the way, I was wondering how much you’re asking for the house?
($xxx,xxx)
Let me ask you something. What made you decide to sell your home without hiring a professional agent, and without cooperating with buyer’s agents?
(I don’t want to pay that much for a real estate agent, I had a bad experience with an agent, my son is a computer wiz who can list the home online, etc.)
I see. In fact, you’re not the only one that feels that way. Lots of folks who are selling their own homes have told me the exact same thing. Again, I respect your decision to sell on your own. But assuming that I could show you a way that I could net the [$xxx,xxx] you want for the house, possibly even more, by using our marketing plan, would you be open to it?
(I just want to get rid of my home, I don’t want to complicate things, a lot of Realtors have told me the same thing, etc.)
I hear you. If I may ask, what’s the main reason for your sale?
(We’re moving to a home closer to my workplace, we’re downsizing, we don’t like this neighborhood, the monthly payment is too high, etc.)
OK, that makes sense. [Congratulate the buyer if the move is a positive one]. And when do you need to be in your new home?
(In 2-3 months.)
Gotcha. So you have at most [number of days] to sell your home, do all the paperwork, and deal with the move. So what happens if your home doesn’t sell by then? Do you have a backup plan?
(I don’t know, I’d rather not think about it, we’ll deal with it as we go along, stay with my parents, rent an apartment, etc.)
Sounds like you’re not too happy about any of those options. Hypothetically, let’s say that I was able to sell your home, get you the highest amount the market is willing to pay for it, and help you avoid [unpleasant backup option]. Would that be a win for you?
(If you could do all of that, yeah, I guess it would.)
Tell you what: Why don’t we meet for a short 20-minute chat? We’ll take a look at your situation, do a property analysis, and I’ll let you know if I can make it happen. If I can’t, I won’t waste your time. I’ll tell you immediately.
(OK, why not? Let’s see what you have.)
Great! I’m available this afternoon at 5 p.m. Would that work for you?
Why It Works
As with the Basic FSBO script, the agent’s goal is an in-person appointment. In this script, the seller feels heard because the agent asks thoughtful questions and validates their concerns, while still offering a solution. This script is sure to set the tone for a great in-person conversation.
Love to Hear It
“I have a few buyers who might be interested in your property” is genius because it gets your foot in the door. Anyone who’s ever sold a house knows that this is music to a seller’s ears!
Related Article The 10 Best FSBO Scripts (+ Why They Work)4. Circle Prospecting Cold Calling Script
Circle prospecting is a great way to increase your exposure in neighborhoods where you’re already active. Deploy this circle prospecting script from the indelible Ricky Carruth to go after homes in neighborhoods where you’re the listing agent.
Hello, is this [Mr./Mrs. Name]? Hey, [Mr./Mrs. Name], this is [your name] with [your company].
How are you today? That’s good. Me too. Just enjoying this good weather outside. Isn’t it gorgeous today?
Pause and let them talk. Listen to what they say. Chances are high that you get into a conversation about the weather, back and forth. This will set the comfort level of the call. If it’s raining, talk about how nasty it is today. Adjust your opening to what the current weather is doing. When this part of the conversation is over, transition into the reason for your call.
Well look, I don’t want to take up too much of your time today, but I wanted to let you know [market information, like “a house/condo was just listed in your neighborhood/complex” or “a house/condo just sold in your neighborhood/complex”]. I didn’t know if there was anything I could do for you regarding buying or selling real estate at this time.
Pause and listen. If they say yes, follow up and make a deal happen. If they say no, continue below.
I gotcha. Well, is there an agent in the area that you would work with if you did buy or sell in the area?
If the answer is no: OK, well one day you will want to buy or sell, and I would like the opportunity to work with you when that day comes. Would it be OK if we stayed in touch?
If they say yes: Great! What is your email address?
Awesome. Thanks so much. I look forward to speaking again soon!
Why It Works
The great Ricky Carruth knows that not every cold call is going to end in a listing or even an in-person meeting. But this cold call is successful if he can get an email address. Put that email into an email marketing drip campaign, and with some top-notch lead nurturing, you might just be their new agent.
Love to Hear It
Ricky’s script is really a lesson in low-key, easy-flowing chatter. Be sure to check out his video below—he’s one of the best at light, easy conversations that feel non-salesy and non-threatening. He’s a cold caller who starts out as a stranger and ends up a friend (and probably even an agent!).
Related Article How Circle Prospecting Got One Tampa Realtor 200 Leads in ONE DAY5. Open House Invitation Cold Calling Script
Here Kevin Ward leverages all of the work that goes into hosting an open house by using it as a reason to cold call and extend personal invitations. It becomes extra effective when you customize it to your unique situation.
Hi, my name is [name] with [brokerage].
I wanted to let you know about an open house event we are going to be holding for the [owner name] family over on [address] this [day] from [start time] to [end time]. You know where that is? I wanted to invite you to come by and take a look. [Mention any special treats or refreshments, etc.] And also I wanted to find out a few things from you:
Choose one question from the list to focus on:
- Do you know anyone who would like to move into our area? What are they looking for in a new home?
- Just out of curiosity, when do you think you might be ready to make a move of your own?
- If their time frame is 60 days or less: It sounds like our next step would be to set up a time to get together and take a look at the best way to make all this happen for you. Which would be the best time for us to get together, Monday at 4:15 p.m. or Tuesday at 4:15 p.m.?
- How long have you lived here? Where did you move from? What brought you to this area?
- If you were to move again, where do you think you would go next?
- And how soon would you like to do that?
- If their time frame is 60 days or less: It sounds like our next step would be to set up a time to get together and take a look at the best way to make all this happen for you. Which would be the best time for us to get together, Monday at 4:15 p.m. or Tuesday at 4:15 p.m.?
- If their time frame is 60 days or more: Fantastic! I’m looking forward to hearing more about that at the open house on [date and time]!
Why It Works
This is another opportunity to get in front of people. If you personally invite someone to come to an open house, not only are you meeting them in person, but they are getting to see you in your element, doing what you do best—selling real estate!
Love to Hear It
We appreciate the enthusiasm that Kevin sprinkles in throughout—this script serves as a good reminder to be upbeat, friendly, and positive! Of course, people on the other end of the phone can pick up on fake, salesy telemarketer friendliness instantly, so make sure you’re being your authentic self.
Related Article The 13 Best Open House Follow-up Email Templates (+ Writing Tips)6. Script Responding to an Online Buyer Query
If your marketing, website, and landing pages are doing their job, you should have leads filling in their information to get home valuations, property listings, and valuable free content. Now that you have this contact information, what do you do with it? This script from Fit Small Business is the perfect way to introduce yourself to buyer prospects and start what is sure to be a profitable conversation.
Hi, I’m [name] with [brokerage]. I received your information from the form you filled out online requesting [a neighborhood report/property information]. Do you remember filling out this form? Is now a good time to talk?
The reason for my call is that I wanted to confirm that you received the information I sent you, introduce myself, and answer any questions you might have. I have been an agent in [area] for [x] years. Last year was a record for me, actually—I sold [x] homes and helped [x] people find new homes, many in the area you’re interested in. That community is truly unique; it offers [list features of the neighborhood/community].
I know for a fact that some new homes are coming on the market soon in [community of interest to the lead]. Would you be interested in seeing some of them, or perhaps meeting to discuss your home-buying needs?
Why It Works
This script is professional, helpful, and concise. If someone is starting their homebuying journey, they are going to appreciate this agent’s communication style. While it’s not a true cold call, since the lead has already made the first move, treating it like any other cold call will set you up for success for cold and warm leads.
Love to Hear It
We love that the agent has confirmed that the potential homebuyer did fill out the online form. This further qualifies a lead and is a way to show that the agent respects a lead’s time and wishes. It’s basically getting permission from the lead to make a pitch.
Related Article 7 Stunning Real Estate Landing Pages + 6 Hacks to Make Yours Better7. Real Estate Cold Calling Voicemail Script
According to Pipedrive, 80% of calls go to voicemail, which means leaving the right message needs to be an important part of your real estate cold calling strategy.
Hi [first name], this is [name] with [ brokerage].
I’m calling because [reason for calling] and I would love to hear your thoughts. I will follow up with you [how and when] or you can give me a call back at [number]. I look forward to connecting with you soon!
Or, if it’s a second call:
Hi [first name], this is [name]. When we spoke last week, you mentioned [fill in the blank]. I just wanted to follow up with you and see how things went. Let’s talk again soon!
Why It Works
This is a great option for real estate agents who are new to cold calling. Some strategists argue that a voicemail is a great way to turn a completely cold call into a lukewarm call.
Love to Hear It
These are both short and sweet. The perfect voicemail is between eight and 14 seconds long, but definitely less than 30 seconds. It establishes who you are and why you’re calling in a warm and friendly tone. But it doesn’t include your pitch—the goal is to secure that next conversation when they call back or you make a follow-up call.
Related Article 37 Underrated Real Estate Lead Generation IdeasIf you want to skip the (sometimes chilly) cold call altogether and dial straight into a warm voicemail, there are companies that help you do that. The absolute leader in the field is Slydial, which allows you to dial directly into a phone number’s voicemail. These ringless voicemails are becoming more common and socially acceptable, so don’t shy away from using them. You can even acknowledge it by saying something like, “I know you’re busy, so I wanted to be respectful of your time and just drop a quick voicemail.”
Tips for Leveling Up Your Cold Calling
Now that you’re armed with these pro-level scripts, let’s dive into some more specific advice to master the art of cold calling for lead generation.
Let the Math Motivate You
Baylor University’s study about real estate cold calling showed that for every 209 calls made, an average of one listing appointment or referral was made. While this might sound daunting, take heart.
A real estate professional committed to making 100 calls per day, five days a week will yield two listing appointments or referrals a week. If you can maintain this clip for, say, 50 weeks a year, you’ll be going on 100 prospecting appointments every year.
Instead of zeroing in on rejections, wrong numbers, and hang-ups, focus instead on the fact that the math is on your side. If you keep working hard, you will get listings.
Use an Auto-dialer
Using an auto-dialer keeps you in the zone and gets you through your call list faster. It can cut your time on the phone by more than half. In fact, REDX claims its Power Dialer can increase your call volume by more than 400%.
If you aren’t familiar with REDX, it’s a cold caller’s best friend. The platform gathers all your expired, FSBO, FRBO (for rent by owner), and preforeclosure leads in one place. It uses data aggregation techniques to gather contact info from across the web, compiling it all in a single dashboard. Then, you can use the built-in auto-dialer to knock down the list quickly and efficiently every day.
Right now, REDX is offering readers of The Close $150 off the setup price, automatically deducted when you click over to their site from this article.
Call at Strategic Times of Day
One of the most common questions new agents ask about cold calling is what time of day will yield the best results. While there’s some debate, data from that study by Baylor University shows that the most productive time to make cold calls is between 10 a.m. and 2 p.m. The worst time of the day to make calls is in the evening, after 5 p.m.
Start with these best practices and adjust based on your own experience. Regardless of when you’re calling, pick an hour and stick to it.
Track Your Results
Cold calling is a marathon, not a sprint. This fatigue factor is real, and the best way to combat it is to track your results and look at your long-term gains.
We suggest a good customer relationship management (CRM) tool where you can record the days you called, the time of day, the number of calls you’ve made, the number of conversations, the number of rejections, and, of course, the number of appointments set. When you’re halfway through a calling session and have had no appointments set, look at your data and remind yourself that success is inevitable—and that you’re due for a win any time.
If you’re looking for an affordable, fully featured CRM, consider our top pick, LionDesk.
The Experts Reveal Their Cold Calling Secrets
YouTube is chock-full of videos from real estate agents who are crushing the cold calling game. Whether you’re hoping to learn how to interact with prospects or just need to get hyped up for your next session, these videos are a great source of inspiration. Here are five of our favorites:
Chastin J. Miles shows us how it’s done with an FSBO prospect. We love how
Our own real estate coach, Beverly Ruffner, put together several live examples of cold calls and offers her best cold calling tip: Treat everyone you’re calling like they’re your best friend.
Here’s one where Ricky Carruth coaches agent Emily Wood as she attempts cold calling for the first time. This one is a 50-minute time commitment, but it’s valuable to watch someone starting out and see how she improves and gains confidence.
Loida Velasquez speaks honestly about how nerve-wracking it is to get started and offers her tips for first-time real estate cold calling. She has several additional videos on calling expired listings and FSBOs, including one where she critiques her first FSBO cold call.
Bryan Casella uses proven scripts and handles objections deftly and confidently.
Want to get all the scripts listed above in one handy package? Click the button below for the PDF version.
Download Your Cold Calling Scripts
Bringing It All Together
If you’ve questioned if cold calling is right for you or you’re looking for the tools you need to get started, try out these seven proven real estate cold calling scripts. With our scripts and some consistency and determination, you have the power to make cold calling a crucial part of your lead generation strategy.
Have any real estate cold calling questions or tips you’d like to share? Anything we missed? Leave us a comment below!
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