Simple Systems for More Effectively Communicating With Prospects

Creating leverage using systems shouldn’t be complicated. Quite often, simple is better. One area you need to systematize in your business is the interactions between your team members and potential clients. We accomplish this systemization by using scripts.

I can already hear the pushback from some readers. While many people don’t want to use scripts, or sound “canned” when communicating with prospects, I believe that anyone who feels this way misunderstands the principles behind using scripts. Scripts allow you and your team members to focus more on the prospect and their needs, and less on what you’re supposed to say next. Yes, a script might sound canned when used initially, but after some practice, the words will roll off your tongue as if the current prospect is the only person you’ve ever spoken to.

In addition to following simple scripts, you should also keep a list of commonly heard objections and the scripts for overcoming each. Simply create a spreadsheet in Google Drive and record the objections as they arise. Then, write out what you think the ideal response is, and give it a try the next time you hear the same objection. If it works, keep it on your list. If not, change it up a bit for the next time.

Here are four basic scripts everyone should master:

Incoming Buyer Inquiry Script – Whether the inquiry comes in from your own website, a sign call, or even through Zillow, you need to have a standard script for handling it. We use LPMAMA, which is an acronym that stands for Location, Price, Motivation, Agency, Mortgage and Appointment—the six important discussion points for this type of call.

Past Client and Sphere of Influence Follow-Up Script – We use the FORD (Family, Occupation, Recreation, Dreams) script when making follow-up calls to people in our database, which reminds us to talk about what’s most important to those we call.

FSBO and Expired Scripts – We should all have good scripts for calling For Sale by Owner (FSBO) and expired listings. These scripts don’t have to be complicated, but they must include words that address what these prospects want to hear most. For example, a FSBO seller wants to keep all the money that would normally be spent on real estate fees, while an expired-listing seller wants to sell their home without having to drastically reduce the price.

Apology Script – All agents who have been in the business for more than a couple of years need a good apology script. You will use this script when finally following up with those you planned to keep in touch with after you helped them buy or sell a home, but never did. It’s a simple concept: “I really enjoyed working with you and I planned to keep in touch, but I dropped the ball and I’m sorry.” That’s it.

The script needs of every agent and team are unique. If the four scripts outlined above don’t work for your business, take a few minutes and think through the types of prospecting calls you make most and either write out a short script for that purpose, reach out to a friend in real estate, or get in touch with your coach for some ideas. If you’d like, you can shoot me an email (Cleve@GoGaddis.com) and I’ll send you the script we use for whatever needs you have.

Once you’ve put together your script book, be sure to practice them, use them and revise them. And add the common objections and objection-handlers to your objection spreadsheet. You will be surprised at how much easier it is to understand the needs of your prospect when you don’t have to spend any mental energy thinking about what to say next. Let scripts provide you with confidence, consistency, and, most importantly, the freedom to listen well and convert more prospects into clients.

Cleve Gaddis is a master coach with Workman Success Systems and team leader with Gaddis Partners, RE/MAX Center in Atlanta. He learned sales the hard way, selling vacuum cleaners door-to-door, and now puts those skills to use in helping his team close $60 million annually. He loves to share his systems and strategies to help others succeed. He hosts the Call Cleve Atlanta Real Estate Show heard weekly on NewsTalk 1160 WCFO. Contact him at Cleve@GoGaddis.com. For more information, please visit www.workmansuccesssystems.com.