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RISMEDIA, April 16, 2011—For years, real estate professionals have been trying to tailor their marketing strategies to an ever-evolving consumer. Some focus on using the latest technology or trends to stand out from the crowd, while others stick to more traditional methods of reaching buyers and sellers. Whatever the method of communication, the use of scripts can not only give an agent a better chance at a great first impression, but can impart the confidence that he or she needs to best represent a client in a dynamic market.

In this month’s column, we feature tips from a recent article published in Today’s Buyer’s Rep newsletter dealing with the power of scripts in today’s market. Today’s Buyer’s Rep is a monthly publication sent to members of REBAC, many of whom have earned or are working toward earning the Accredited Buyer’s Representative (ABR®) Designation. While these tips are designed with buyer’s agents in mind, they can be useful for real estate professionals on either side of the transaction. Take a few moments to review these best practices from top-producing agent and successful real estate educator, Lori Cox, ABR®, SFR. It could make a big impact on your marketing strategy this year.

Be confident. If you’ve given careful consideration to the right words and rehearsed them well, you can relax in the knowledge that you are ready to address all the most important and sensitive topics.

Make a good first impression. While preparing in advance can instill confidence, it’s equally true that failing to do so can cause you to feel nervous and uncomfortable. Clients are quick to pick up on these nonverbal cues.

Watch your body language. Body language and voice inflections are actually more powerful communicators than the words you choose. So even if you haven’t perfected your scripts, practice them anyway. What you say can be less important than how you say it.

Practice often. Practicing and constantly improving your scripts is the only way to achieve these benefits. It’s the act of developing good scripts that causes them to become your own, and helps you project calm confidence and professionalism. These qualities act like magnets, helping clients feel comfortable and attracted to working with you.

Keep it short, effortless and compelling. Less is more, plus it’s easier to remember. Your script should flow with ease, feeling natural and authentic. The message should be spot-on and include a call to action.

Be flexible. Even though good scripts require careful planning and practice, don’t make the mistake of assuming that you’ll always use them or use them in a particular order. Rather, scripts are like the best cards in your deck. You hold them in reserve, ready to play them at the proper moment.

Ask questions. If a client asks about the current market, try replying with a question of your own. This allows you to learn more about the client’s situation and interests before offering your opinion and services.

To learn more about the benefits of earning the ABR® designation or to access additional resources to help you build your business, visit

Marc Gould is the executive director of The Real Estate Buyer’s Agent Council (REBAC). A wholly owned subsidiary of the National Association of REALTORS® (NAR), REBAC is the world’s largest association of real estate professionals, focusing specifically on representing the real estate buyer. With more than 40,000 active members, REBAC awards the Accredited Buyer’s Representative (ABR®) designation to REALTORS® who work directly with buyer-clients. To learn more, please visit