Real
estate scripts.

Call on the home anniversary, with a reason. A past client closed within 18 months is covered by an existing relationship. Older than that, check the number first.

You: Hi [name], it’s [your name]. It’s been [years] since you got the keys to [street], and I wanted to see how the house is treating you. I pulled what sold near you this year. Would you like the numbers?

You: Anything you’ve been meaning to fix or change? I know a good [plumber or roofer] if you need one.

Ask at the moment they are happiest with you, which is usually the week after closing. Ask for one specific kind of person, so they have someone in mind.

You: You made this easy, and I’d like to work with more people like you. Most of my business comes from people like you introducing me. Who at your work has talked about moving?

If nobody comes to mind. You: No problem. If someone mentions it, would you pass along my number? I’ll take good care of them, and I’ll tell you how it went.

NAR’s consumer guide says a buyer signs a written agreement before touring a home with you, in person or virtually. Say why, plainly, before the first showing. The form comes from your broker.

You: Before we tour, I need a written agreement between us. It says what I’ll do for you and how I’m paid. The amount is negotiable and not set by law, so let’s talk it through now, not at the offer.

If they hesitate. You: What part worries you? We can make the term shorter, or start with just this one home.

Have this talk with numbers, and on a date you agreed on when you listed. Bring the showings, the feedback and the homes that sold instead.

You: We said we’d look at this after [number] showings. Here’s what happened: [showings], [offers], and these two homes sold nearby at [prices]. Buyers are telling us the price with their feet. What would you like to do?

Give them three choices: lower the price to [figure], improve the home with [one change], or stay and wait. Their home, their call.

Them: Will you cut your commission? You: It’s negotiable, and I’ll tell you what you get at my fee. Here’s what I do for it: [your three things]. If you’d rather have less of that for less money, let’s see what that looks like.

Do not answer with a discount. Answer with what your work earns them, then let them choose. Commissions are not set by law, and NAR does not set them.

The client: Jo closed on 3 Sample Terrace last Friday, and sent a thank-you note. Jo works at a school.

You: Jo, you made this easy, and I’d like to work with more people like you. Most of my business comes from clients introducing me. Who at the school has talked about moving?

Them: Actually, Mel in the front office was asking about rates.

You: Would it be all right if you told Mel I’ll call? And I’ll tell you how it goes. Note that Jo now asks Mel first. Mel’s call is covered because Mel agreed to it.

Check every number against the National Do Not Call Registry before you dial, using a copy no more than 31 days old. Check your state list too.

A sales call to a registered number is allowed only with the person’s permission or an existing relationship: a sale or transaction in the last 18 months, or their own inquiry in the last 3 months.

Call between 8 a.m. and 9 p.m. in their time zone. Give your name, your company and a number or address where you can be reached.

When someone says stop calling, add them to your own do not call list within 10 business days and keep them there for 5 years.

FTC, Complying with the Telemarketing Sales Rule · 47 CFR 64.1200, the FCC telemarketing rule · NAR, Telemarketing and Cold-Calling

Marketing calls or texts to a mobile number from an autodialer, or with a prerecorded voice, need prior express written consent: a signed agreement that names the number and says signing is not a condition of buying.

The FCC’s calling rules cover text messages to mobile numbers too. Give an easy way out, such as replying STOP, and honor it within 10 business days.

A person can sue under the TCPA for $500 for each violation, and a court can triple that. The FTC’s civil penalty runs to $53,088 for each violation of its rule.

47 USC 227, the TCPA · 47 CFR 64.1200, the FCC telemarketing rule · FTC, Complying with the Telemarketing Sales Rule