How a Way with Words can Win a Listing

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If you use scripts in your real estate business, you may already be familiar with assumptive language. In a nutshell, using assumptive langauge means giving your prospective seller easy ways to say "yes" to you!

For example, when you call your prospective seller, he or she may already be a bit on the defensive; potentially interested in selling, but not ready to commit to a particular agent or timeline. Pushing this type of lead into an appointment-or-else choice can result in a fast "no."

But if you ask that same prospect an open-ended question, it allows conversation to develop. Something like, "When's the last time you spoke with a real estate consultant?" Followed up by, "Would you like to see what's going on with the home sales in your neighborhood?"

The first question opens the conversation; the second question invites a "yes" response.

Let's take the idea a step further. During pre-listing appointments, real estate agents can be quick to promote themselves, and deliver pitches that only push the prospective client away. But an open-ended question like, "What do you want in your next home?" invites the prospect to talk about selling. It also helps you discover your prospect's needs and motives.

If your prospect seems evasive about when they'd like to move, don't push. Pull instead, and fish out those objections! Try questions like, "What are your biggest concerns about selling your home?"  Find out if the barriers are financial, emotional or logistical. Can you solve the seller's issues? Tell them how.

If your prospect simply needs more time to think, use the opportunity to build rapport and trust, and try to get a "yes" to a follow-up appointment. For example, you could say, "I’m going to put together market comparisons for you this week, and then I'll swing back with your home value report. What works best for you, next Tuesday or Thursday?"

Sounds friendly, doesn't it? Of course, the seller can still decline, but you've made it very easy to say "yes" to one of the appointments.

Here are some more phrases to keep your prospective seller engaged:

"What questions do you have for me right now?"

"What's holding you back from listing your home?"

"Why don’t we go ahead and get things started today?"

It's important to remember that assumptive language and open-ended questions are not meant to be overly pushy. They're meant to open the door to "yes." Your tone of voice and sense of empathy will help convey your sincerity!

Looking for ways to freshen up your email campaigns, listing presentations or marketing materials? Contact RealSupport today!

Bonita Breit

Copywriting & Marketing Specialist

RealSupport, Inc.



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William Feela
Realtor, Whispering Pines Realty 651-674-5999 No.

If you are patient, Sellers will talk themselves into listing with you.

Jul 25, 2017 06:03 AM #1
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