Guide: Sales scripts
Real estate sales scripts that pull, not push
The short version
Stop pitching and start asking. These scripts use one simple idea: ask permission before you pitch, and use questions so the lead talks themselves into meeting you. Below are word-for-word scripts for expireds, FSBOs, circle prospecting, buyer leads, objections, voicemails, texts and emails.
Most scripts fail because they sound like scripts. The agent talks, the homeowner braces, and the call ends. The approach here flips that. You never chase. You ask permission before you pitch anything, and you let the lead sell themselves on the meeting.
The phrase that unlocks it all is "Would you be opposed to..." It is easy to say yes to, because saying no feels unreasonable. Listen for it in every script below.
Swap in your details wherever you see brackets, then practice out loud until it sounds like you.
Expired listing script
The bread and butter. Interrupt the pattern of every other agent calling, ask permission, then use questions so the seller convinces themselves they need a new plan.
Opening
"Hi, is this [Name]? My name is [Your Name] with [Company]. I noticed your home on [Street] is no longer showing as active in the MLS. I'm sure you've been getting a ton of calls from agents, and I'm not looking to be another one of those people. I was actually calling to see if you've already hired someone or if the property is still available?"
Permission and reverse questions
If it is still available:
"Got it. Well look, I don't want to waste your time. Can I ask you a quick question? What do you think went wrong the first time? Why do you think it didn't sell?"
Let them talk. Listen. Then:
"That makes total sense. Would you be opposed to me putting together a game plan that shows exactly what I'd do differently? No commitment at all. If it doesn't make sense, just tell me to get lost."
Booking the appointment
"I can swing by tomorrow or Thursday. Which works better for your schedule? I just need about 15 minutes to walk you through the numbers. Sound fair?"
For sale by owner script
FSBO sellers are usually protecting their equity. Do not fight it. Respect the decision, then plant a little doubt about doing it alone.
Opening
"Hi [Name], this is [Your Name]. I saw your home listed for sale on [Source]. I'm a local agent but I'm not calling to try and list your home. I actually just had a quick question. Are you looking to sell within the next 30 days, or is there some flexibility on your timeline?"
Reverse questions
"Just out of curiosity, have you already been approached by agents about listing it?"
They will likely say yes, and that they want to save the commission.
"Makes total sense. I respect that. Let me ask you this though. If you could net the same amount of money or more after paying a commission, would you still want to do it on your own? Or would it be worth having someone handle the showings, negotiations, and paperwork for you?"
The close
"Here's what I'd suggest. Would you be opposed to me running some numbers on what your home could realistically sell for with professional marketing? If the numbers don't work, no hard feelings. I'll even share my research with you either way. Can I stop by tomorrow to walk through it?"
Circle prospecting script
A home just sold in the neighborhood, which means the neighbors are curious about their own value. Use that curiosity.
Opening
"Hi [Name], this is [Your Name] with [Company]. The reason for my call is a home just sold near you on [Street] for [Price]. I've been reaching out to a few neighbors because when a home sells in an area, it directly impacts the value of every other home nearby. I'm not calling to sell you anything. I was just wondering, have you given any thought to what your home might be worth in today's market?"
Building interest
If they are curious:
"Great question. Honestly, the answer might surprise you. Values in your area have shifted quite a bit recently. Would you be opposed to me sending you a quick market report? It shows exactly what homes like yours have sold for in the last 90 days. No strings attached."
Planting the seed
"By the way, I don't know if it applies to you, but if you ever get to the point where you're even slightly considering a move, would you want me to keep you in the loop on what's happening in your neighborhood? I send updates every few weeks and most people find them pretty helpful."
Inbound buyer lead script
Leads from Zillow, Realtor.com and similar sites already raised their hand. Speed matters most here. Call fast, be direct, and qualify so you spend your time on serious buyers.
Speed to lead opening
"Hi [Name], this is [Your Name]. I'm the agent connected to the property you were looking at on [Source] over on [Street]. I just wanted to reach out real quick because homes in that area are moving fast. Are you still interested in that one, or are you open to seeing some others in the neighborhood?"
Qualifying
"Awesome. Let me ask you a couple quick questions so I don't waste your time. Are you pre-approved with a lender yet, or is that still on the to-do list?"
Then:
"And what's your timeline looking like? Are you needing to move in the next 30 to 60 days, or is this more of a longer term search?"
Booking the showing
"Here's what I'd recommend. Rather than just sending you listings online, would you be opposed to us setting up a quick tour? I can line up two or three homes that match what you're looking for and we can knock it out in about an hour. Does this weekend work, or would a weekday evening be better?"
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Objection handlers
Every agent hears these. Never get defensive. Agree first, then redirect with a question that makes them rethink.
Objection
"I'm already working with an agent"
"Totally understand. Out of curiosity, are you locked into an agreement with them or is that more of a casual relationship? The reason I ask is most people I talk to say they have an agent but haven't actually signed anything. If that's the case, it might be worth seeing what else is out there. Would you be opposed to a second opinion?"
Objection
"I'm not interested"
"No problem at all. Just so I understand, when you say not interested, do you mean you're not interested in selling right now? Or not interested in talking to agents? Because if it's the first one, I'd love to just stay in touch and keep you updated on what's happening in your market. No pressure whatsoever."
Objection
"Just send me an email"
"Happy to do that. What's the best email for you? And real quick, so I can send you something that's actually useful and not just generic fluff, what's the one thing you'd most want to know about selling your home right now? That way I can tailor the info to your situation."
Behind every stall there is usually one specific thing holding them back. Your job is to find it.
Objection
"I need to think about it"
"Of course. Take all the time you need. Can I ask what specifically you're weighing? Sometimes when people say they need to think about it, there's usually one thing holding them back. If you share what that is, I might be able to help clear it up right now."
Objection
"Your commission is too high"
"I hear that a lot. And honestly, if all agents were the same, I'd agree with you. But let me ask you this. If I could show you how my marketing strategy gets your home sold for significantly more than a discount agent would, and you'd actually walk away with more money in your pocket even after paying my fee, would that change the conversation?"
Objection
"I want to sell it myself"
"Respect that 100%. A lot of my best clients started out that way. Let me ask though. If after 30 days you're not getting the results you want, would you be open to having a conversation? I won't bug you before then. I'll just check in once. And in the meantime, I can send you a free market report so you know exactly where you stand."
A timing objection is rarely a no. Book the next conversation.
Objection
"Now is not a good time"
"Completely understand. Is there a better time for me to call you back? Or is it more that you're just not ready to make a move right now? Either way is totally fine. I just don't want to miss an opportunity to help you if the timing does line up."
Objection
"I'm not ready yet"
"That's fair. Most people I work with felt the same way at first. Can I ask, when you say not ready, is that because you need to do some work on the house first? Or is it more of a timing thing? Because a lot of sellers don't realize that the prep work alone takes 30 to 60 days. Starting the conversation now could save you a lot of stress later."
Voicemail scripts that get callbacks
Keep every voicemail under 20 seconds. Be curious, not salesy, and leave them wanting to know more. Here is a four-attempt sequence.
Attempt 1: curiosity, no pitch
"Hey [Name], it's [Your Name]. I'm calling about your property on [Street]. I had a quick question for you. Nothing urgent. If you get a chance, give me a call back at [Number]. Thanks."
Attempt 2: reference the first message
"Hey [Name], it's [Your Name] again. I left you a message the other day. I've got some information about your property I think you'll want to see. Call me back when you have a sec. [Number]."
Attempt 3: value drop
"Hey [Name], [Your Name] here. I just finished pulling some numbers for properties in your neighborhood and there were a few surprises. I'd love to share them with you. Give me a ring at [Number] when you get a chance."
Attempt 4: permission to close the file
"Hey [Name], it's [Your Name]. This will be my last message. I didn't want to keep bugging you. If you ever want to chat about the market or your property, my number is [Number]. Either way, I wish you the best."
Follow-up texts
Most deals are won in the follow-up. Texts should be short, human and hard to ignore. The same permission question works here too:
A follow-up text thread
You: Put together a pricing plan for your street. Would you be opposed to me sending it over?
Lead: Sorry, been slammed. Yes, send it over.
You: Sent it over. Are you free Thursday at 5 to walk through it?
Follow-up emails
Email works best after you have already tried calling and texting. Keep it short and make the subject line hard to ignore.
Initial outreach
Subject: Quick question about [Street Address]
Hi [Name],
I noticed your home on [Street] is no longer active in the MLS. I work with homeowners in your area and wanted to reach out with a quick question.
Have you already found another agent, or is the property still available?
If you're open to it, I'd love to share what I think could work differently this time around. No obligation. Just a conversation.
Best,
[Your Name]
[Phone]
Market report
Subject: Your neighborhood just had some big sales
Hi [Name],
I just pulled the latest market data for your area and there are a few numbers I think you'd find interesting.
[Number] homes within a half mile of yours sold in the last 60 days. I put together a quick breakdown showing how your home compares.
Want me to send it over? No strings attached. Just thought it might be useful whether you're thinking about selling or not.
Talk soon,
[Your Name]
[Phone]
When they go quiet, send one email to restart the conversation and, later, one to close the file cleanly.
Follow up
Subject: Still on your radar?
Hi [Name],
I reached out a little while ago about your property and wanted to follow up. I know life gets busy.
If selling is still something you're considering, I'd be happy to put together a quick game plan. If not, no worries at all.
Either way, just wanted to make sure I didn't fall through the cracks.
Best,
[Your Name]
[Phone]
Breakup email
Subject: Closing your file
Hi [Name],
I've reached out a few times and I haven't heard back, so I'm going to close out your file on my end.
If you ever decide to revisit selling your home, my door is always open. You've got my number.
Wishing you the best either way.
[Your Name]
[Phone]
Keep your scripts one keystroke away
A script only pays you back when you can reach it during a live conversation. In Jtek you save each script as a text template, with a placeholder like {first_name} so it personalizes itself. Tag your templates by use, like cold call, follow-up and objection. Then, inside any conversation, type "/" to pull up a saved script instead of retyping it. Every lead gets the same strong opening, follow-up and objection handler.
Then track every deal on your pipeline as the conversation moves: new lead, appointment set, under contract, closed. Move the card as things progress and nothing slips through the cracks.
Where Jtek fits
Jtek is an all-in-one CRM for real estate agents. Your scripts, texting, dialer, email, calendar, pipeline and automations live in one place, on one contact record. It costs $60/month, or $50/month billed $600/year, with a 14-day free trial. Start your free trial and load your first five scripts today.