Mike Browning

Tag: Real Estate Scripts

  • I Don’t Use Scripts, But Couldn’t Resist Getting These

    I Don’t Use Scripts, But Couldn’t Resist Getting These

    As usual, when it comes to unsolicited free stuff, you get what you pay for.

    A while back, I talked about how some agents sound so smooth it feels like they’re reading from a script.

    There’s a reason for that.

    Real estate agents aren’t the only ones. Scripts are everywhere in almost every sales field. And in some roles, they make sense.

    Take receptionists, customer service reps, or “student advisors” at a school. Their job isn’t just answering phones or questions.

    If the business is set up properly, these people are also responsible for some sales functions.

    Inbound calls, upsells, getting your contact info. You want a script for that. Having certain lines ready makes sense, especially if these employees aren’t trained salespeople. You want them to stick to the script to avoid problems, and hand things off if it gets outside their lane.

    For sales presentations like pitching a listing, showing a property, or giving a school tour, a script can turn into a liability fast.

    I took my daughter on a school tour yesterday. It went fine overall. We learned some things and figured out a little more about what we’re looking for. But walking out, the first thing she said was, “That was totally a canned presentation.”

    She’d never been through one before, but spotted it instantly. Now she knows. Especially since she also learned that “Career Services Advisor” is just another way of saying “Salesperson.” Nothing wrong with that — I’m a salesperson too — but it helps to see things clearly.

    It wasn’t that the presentation was polished. It was too polished. Like it wasn’t real.

    I get why scripts exist. They’re safe. They make sure you hit the bullet points.

    And if you’re listing tract houses in a subdivision, maybe they even work.

    But land sales are different. There’s too much variation. Too many what-ifs. Every property’s got its quirks, and if you’re leaning on a script, buyers pick up on it immediately.

    Want to test it? Next time you’re talking to an agent, ask a question they’re not expecting.

    If they lock up or repeat the same line three different ways, you’ve found the edges of the script.

    Right as I sat down to write this, I got an email from realtor.com offering a free download of “18 Proven Scripts to Win the Listing.”

    You know I had to grab it.

    They were fine. Vanilla, predictable, and generic. Nothing you couldn’t make up on the fly when you’re saying, “Thanks, let me know if you have any questions.”

    Honestly, ChatGPT could’ve done better.

    But what do you expect from something offered for free in a blast email?

    When it’s time to start thinking about selling or buying land, do you really want someone treating you like they’re working off a script?

    When you’re ready for real talk from someone who actually listens — and accepts “no” for an answer — you know what to do.

    Got a lot you might want to sell?
    Get a FREE, no obligation report on what it could sell for today.
    Get Your Lot Valuation

    Own land instead?
    Get a report for that here:
    Get Your Land Value

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  • Talk So Smooth It Seems Scripted (Hint: It Is)

    Talk So Smooth It Seems Scripted (Hint: It Is)

    You’d be that smooth too, if you said the same thing repeatedly

    You may or may not be aware of this, but whenever you’re talking to an agent or broker who does a lot of business, a big chunk of what they say (especially at first) is scripted.

    That is, if it’s not a flat-out AI bot.

    Yep—scripted.

    I wouldn’t say they’re reading, because they’ve done it so much it’s memorized. But if you were sitting in a room with them while they reach out to new clients, you’d hear the exact same things over and over.

    Same with questions and objections. They’ve got canned responses for just about everything. It can actually be kind of funny if you throw out something they haven’t rehearsed.

    They instantly go from polished pro to blithering idiot.

    And just like that, you realize they might not be as sharp as they seemed.

    The thing is, with houses, that kind of scripting can actually work okay. Sure, every house is different—but not that different. People’s reasons for moving usually fall into a few buckets, as do the features they want and the hot buttons they react to.

    Put a few well-timed words in the wife’s ear, and before you know it the husband’s being swept along like a leaf in a flash flood. He may not like it, but it’s too late.

    He’ll act like he likes it, if he knows what’s good for him.

    But with land, it just doesn’t work the same. There’s way too much variation—different tracts, different goals, different sellers. And the urgency?

    Totally different. If you’re moving, you needed your house sold yesterday. But land you don’t live on?

    Timing often doesn’t matter nearly as much.

    You can’t use canned scripts and responses.

    Doesn’t stop them from trying, though.

    That’s part of what’s aggravating about dealing with agents. They’ll smile real big and tell you what they think you want to hear—which just so happens to be what they think will make them money.

    You need someone a little more specialized.

    I’ve been at it over 25 years. Pressure’s not part of my game—probably not part of yours either. I’m not interested in sounding good. I’m interested in being effective.

    If you’re buying or selling houses, I’ll tell you up front: use an expert in that.

    They don’t return the favor—and that’s fine. I’m not here to whine, just to win.

    But if you’re selling land, you need a different kind of expert.

    I know a guy.

    Got a lot you might want to sell?
    Get a FREE, no obligation report on what it could sell for today.
    Get Your Lot Valuation

    Own land instead?
    Get a report for that here:
    Get Your Land Value

    Just a glutton for punishment?
    Sign up now to get more articles like this in your email.
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