Practice Makes Perfect Business: The Importance of Scripts

Services for Real Estate Pros with Brivity



Have you ever had this experience?

You get on the phone with a client or prospective client and all of a sudden words fail you?

Yeah. It happens to everybody.

But it doesn’t have to.

That’s where scripts come in.


Scripts can be for any kind of contact: on the phone or leaving a voicemail, in person, via email – even knocking on a door. Having scripts is a way to ensure you get your message across succinctly, professionally and personably.


When you are well-practiced with scripts you’ll be prepared for cold calls, elevator speeches and client objections. No more will words fail you.


A little apprehensive of being scripted? Let’s look at a case study of success. Ben Kinney has build his real estate team and empire on the practice of scripts. Every morning at 8:30 AM his team gathers to practice, working through possible objections and developing strong language to drive a clear and direct conversation.


Why does he have his team practice scripts? “It’s important that we practice on our peers, not our customers” Ben advises, “scripts are just proven words that help agents help customers make a decision that is best for them”. Their outcome? They are in the top 25 teams in the nation, selling over 1000 homes a year. Practice pays off.


When to use scripts

  • For your listing presentation. Why would a client want to put their home in your hands? You better know, and be prepared to blow them away with the why and the how.

    How to make your listing presentation a knock-out 

  • Prospecting. This is your first interaction with this lead, how will it go?

  • Working with clients on: price reductions, contract extensions and negotiations, and marketing efforts. We know these conversations can be difficult, wouldn’t it be nice to be prepared to navigate them with ease?

  • Emails. And by that we mean templates. Scripts and templates are near synonyms, both helping you keep consistent and clear. Develop email scripts for time-saving communications.

  • Open houses, aka prospecting in-person. Get yourself ready with: a greeting, a qualifying question, and a follow-up.


Once you have developed your own scripts, it’s time to get prepped. Here are three tips for practicing with and using your scripts.

  1. Practice. Practice with team members, colleagues, friends and family. Then practice some more. Keep at it until your scripts become automatic – and don’t sound like scripts anymore. Know your main points out of order in the event of an interruption or a turn in the conversation.

  2. Assess objections. You know you’ll run across objections, so be prepared for them ahead of time. Practice answering these objections, re-routing them and preparing alternate value propositions ahead of time.

  3. Adapt. Scripts help you stay on course with a conversation, but no two conversations will be alike. This is way it’s important to know you’re scripts so well – so that you can flex and deviate, but always bring it back to your core message. When you’re practiced in multiple scripts you can piece together elements from several to fit your needs in the moment.


Before long, your scripts will become a natural part of the language of doing business, and will feel as comfortable as your favorite pair of slippers. Until then, keep practicing!


Want to see an example? We love to share. This video will get you ready for your next open house. Follow us, because there are more to come!

Do you use scripts? What is one that has worked for you?


Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Carol Williams 10/05/2016 04:00 AM
  2. Winston Heverly 10/11/2016 03:08 PM
Real Estate Best Practices
lead generation
best practices
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Lisa Friedman
Great American Dream Realty - Essex, VT
29 Years of Real Estate Experience!

Like Diana Dahlberg , I am just not a script person. While I don't lke to use the phrase 'winging it', I feel that if you really know your stuff that you can adapt to any situation. That being said, I do have a general 'guideline' that I follow such as handling topics in a certain order.

Sep 15, 2016 11:22 PM #6
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

I know this wont be popular with the powers that be here.... but I am not a scripted person. Scripts are for actors, politicians and telemarketers.  I suppose some people may need more help than others but I think you need to know your inventory, believe in your product and communicate your knowledge.

Sep 16, 2016 03:43 AM #7
Kat Palmiotti
Grand Lux Realty, Monroe NY, 914-419-0270, - Monroe, NY
The House Kat

I'm not a script person. Knowing the material and being able to be flexible depending on who I am talking to is the way I like to work. That usually requires a lot of focus to be placed on listening and watching.

Sep 21, 2016 09:36 PM #8
Stephen Arnold
HomeSmart Elite Group - Scottsdale, AZ

I think that having good questions is the key!  The more the client shares with me...the better off I am!

Sep 21, 2016 10:42 PM #9
Denise Hamlin, Broker/Owner
Cardinal Realty ~ 319-400-0268 - Iowa City, IA
Helping Happy Clients Make Smart Choices

I'm not a fan of scripts. I know my market and I know how to communicate my knowledge to buyers no sellers. I can see how scripts could be of value to new agents who don't have the necessary market knowledge yet to pull off a conversation off the top of their head. 

Sep 22, 2016 01:27 AM #10
Doyle Lee Austin Davison Iv
Surf City Realty 714-968-6767 - Huntington Beach, CA
28+ years serving Investors Banks Buyers-sellers

scripts usually create an unnatural flow... In college communications they taught to memorize your speech/script. We were not able to use any notes..

get in the Lions den and fight... creates character.

Sep 22, 2016 02:12 AM #11
Jeanne Gregory
RE/MAX Southwest - Sugar Land, TX
The most important home I sell is YOURS!

Nope.  No script. 

Sep 22, 2016 05:26 AM #12
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

I don't use scripts per se, but I do recognize that there may be certain "tested" words or phrases that might have worked over time and had "proven" effect, like in advertizing, for example. Good to have scripts as a back-up, or as outlines of what areas to cover, especially when there is no time to think.

Oct 01, 2016 10:43 PM #13
L. Scott Ferguson
Ask4Ferguson - Your House-SOLD Name in Real Estate - West Palm Beach, FL
Sunny Florida Real Estate Professional

P.O.P! Great acronym and great post!



Your Vibe Attracts Your Tribe!

Oct 01, 2016 11:03 PM #14
Barbara Calwhite
Keller Williams Realty of Southwest Missouri - Joplin, MO
417-438-7387 Specializing in Relocation

I was not a fan of scripts until it was pointed out to me that we all use a script.  But our own script may be a bad one.  Why not learn an effective script instead of the one we always use that may not get the job done 

Oct 02, 2016 02:37 AM #15
Thomas McGiveron
Long Island Real Estate Market: Douglas Elliman - Medford, NY
Thomas McGiveron Lic. R.E. Broker Associate

I absolutely believe in scripts - especially for teams or a brokerage. You absolutely have to have them. What works for me? Memorized closes and cold-call/door knocking scripts.  Greeting - Big Claim - Inquiry - Close On Appt - Lock Down Appt. 

Oct 02, 2016 10:49 AM #16
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Brivity CRM - I am not as scripted as I should be as a PRO - though learned to respond to almost all kinds of objections. At times, we need to be scripted and at times, we should know our dialogs.

Oct 24, 2016 01:39 PM #17
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

This is a wonderful post and great tips here.  I think scripts are a great way to be prepared to handle buyers and sellers.  Thanks for sharing this information.

Oct 24, 2016 01:55 PM #18
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Even if you don't think that you need it, the practice really helps overall.

Oct 24, 2016 04:43 PM #19
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Joan Whitebook I would say that it loosens you up for different scenarios that might happen.

Oct 24, 2016 04:44 PM #20
Scott Seaton Jr. Bourbonnais Kankakee IL Home Inspector
SLS Home Inspections-Bradley Bourbonnais Kankakee Manteno - Bourbonnais, IL
The Home Inspector With a Heart!

I use scripts all the time and it's what has helped me for years. Everyone saying they don't use scripts may be unaware that most of what they say they have said before, therefore it's a script. 

Oct 28, 2016 10:54 PM #21
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

Scripts are good as outlines or checklists.

Oct 28, 2016 11:06 PM #22
William Feela
Realtor, Whispering Pines Realty 651-674-5999 No.

I used to use scripts.  Most the time the people pulled me off of them before I got done.  I used them for a short time and quit when my percentage of gaining a listing went way way down.

Oct 28, 2016 11:39 PM #23
Michelle Carr Crowe,Altas Just Call...408-252-8900!
Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

Learning what questions to ask and info to share leaves you free to focus on the client. 

Oct 29, 2016 02:24 PM #24
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Script Writing to give you good practice is a good idea in the sense of a proper noun, but over-scripted is not the move

Oct 29, 2016 04:37 PM #25
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