What's in a Script?
The word script is something that pops up in just about every area of sales, coaching, and training in the real estate industry. Top producers and trainers swear by using scripts for success. Low producing agents are terrified of scripts. What I've found, more than anything else, is that the term "script" is confusing for most people.
When a lot of people hear or see the term "Script", their brains move to place where someone else is taking away their personality and pushing a regurgitated message, verbatim.
The reality, though, is a script is just a part of any successful system. It's what we say - not necessarily verbatim - to streamline our efforts, answer FAQ, or get through a portion of our day without recreating the wheel.
I often explain to our clients that our loan process is generally a series of 2 "needs lists". The 1st, put together by myself and my processor, details what we think we'll need for underwriting. The 2nd, is what an underwriter tells us beyond our original submission, to move things to closing.
This is a script. It a) outlines our process, settting proper expectations, and b) gives a client some insight into what we're doing to get their loan done. When we come back for the "more stuff" that drives so many people crazy, they anticipate it, because we told them in advance, via the script.
I don't use the same word for word text each time - I just have a mental note that for every client I speak with, they're made aware in writing, to expect 2-3 "needs lists" and that's basically the loan process (at least the part they're concerned with).
This script has completely resolved one of the biggest customer service issues in the mortgage industry: The "My LO keeps asking for more stuff after I already sent stuff" issue.
Using and mastering scripts for each part of our business is a great step in ensuring the highest possible level of customer service. It's also a tremendous time saver.
So how do you implement scripting?
One easy step is to think about some FAQ that you receive, and be proactive in addressing them up front through scripted explanations or emails.
Another way is to analyze steps in the process where things sometimes slip through the cracks, and write a script with a reminder to always implement the script when you are in that situation.
Example: For a while, I was getting frequent calls after closing when a client was getting close to their first payment date but hadn't yet received their new loan package/payment instructions. A script was needed so I could be proactive.
Along with thanking clients for their business, I began incorporating a quick note about their 1st payment and letting them know if they closed late in a month, they may not receive their payment instructions until shortly before their due date...of course, inviting them to call with any additional questions or needs.
Magically, those calls stopped. People knew to be patient, because the "script" set the expectation.
There are scripts for just about any and every situation in a real estate transaction, and implementing them is a great way to boost production, and more importantly, not skip a beat on customer service when production does increase.
So what part of your business are you scripting?