Knowing what to say when a lead comes in can make or break your next deal. Whether it’s a cold call to an FSBO, a text to a Zillow lead, or a coffee follow-up with a past client’s referral, having the right real estate script on hand gives you the confidence to convert conversations into clients.

A great script isn’t robotic — it should guide the conversation, help uncover motivation, and set clear next steps. As real estate professionals, we’ve tested what works (and what definitely doesn’t). Here are 15 real estate scripts designed to help you break the ice, build rapport, and drive action — whether you’re prospecting cold leads or nurturing warm ones. Use them as-is or adapt them to your voice and watch your pipeline grow.

For everyday clients

1. Buyers

  • When to use: Contacting an interested homebuyer

Focus on understanding what they need, as they might not fully know it yet, so it’s up to you to help them separate their need-to-haves from their nice-to-haves. We’re talking areas and non-negotiable aspects, like central AC or a primary bedroom on the first floor. Provide value and empathize with their situation. Then, set the stage to grab an appointment for a deeper consultation.

To provide value for leads, you have to present something tangible and understandable — like a comparative market analysis (CMA). It’s easy to present and shows data-backed numbers that leads typically want to know, which is why we recommend providing one in all our scripts. Check our guide on how to do a CMA for insights into the process.

2. Sellers

  • When to use: Contacting a potential seller

The goal here is to connect with the seller personally while positioning yourself as their go-to real estate expert. You’ll demonstrate your marketing and listing knowledge by offering value and having a detailed discussion about your selling strategy. You’re looking to set an appointment and start a successful partnership with the seller.

3. Investors

  • When to use: Contacting absentee owners or landlords

Investors are a great real estate prospecting source to build your network and brand. They’re always on the lookout for a deal, so having a few in your back pocket is key to building your business. Plus, investors tend to be tight-knit; when you’ve done a great deal with one, they will likely talk you up to their network.

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The Close Recommends

We recommend using a platform like REDX to find potential investors. What’s great about it is that you can already find the contact information on its database and then use its built-in dialer to connect with the lead. Just look for absentee homes, click the lead, then strike up a conversation — all without leaving the platform. No worries about Do Not Call (DNC) numbers either, as the platform vets its data daily, ensuring you won’t break any laws.

Check out REDX

4. Renters

  • When to use: Connecting with renters to turn them into first-time homebuyers

Targeting renters is an easy way to fill your future pipeline. Deliver flyers and postcards to the apartment buildings in your farm area to make them aware of your name and brand. You can even offer a first-time homebuyer education seminar to showcase your expertise working with real estate buyers while also cementing your expertise in the field.

When it comes to lead generation and nurturing, it’s best to have comprehensive software that will house all of your collected details and data. We recommend using a customer relationship manager (CRM) software from our best CRM for real estate. These all help organize your data, nurture leads, and automate daily tasks.

For warm & in-person leads

5. Sphere of Influence (SOI) – Touching Base

  • When to use: Staying in touch to spark referrals or repeat business

It’s important to stay in touch with your sphere at least once every few months. After all, referrals are the lifeblood of the real estate industry. Touching base with your sphere is an excellent way to get warm leads. They already know, like, and trust you.

You should periodically check in with clients as you’ve built the rapport. You could even use a few of our real estate pop-by ideas to really make an impact. After a few months, you’re bound to hear the words, “Actually, I think my friend’s looking for a home. Could you help them out?” 

For more tips, check our in-depth guide to building your SOI in real estate.

6. Referrals 

  • When to use: Reaching out to a potential client sent from past clients or your SOI

A real estate referral should be a warm lead who’s already familiar with your name and may even be expecting your call. Your goal here is to continue to build rapport with them, verify their information, and set an appointment. 

This is one of those real estate agent scripts where you should feel free to be flexible and adapt your conversation to suit their needs. The referral you’re calling may either be ready now or not be ready for a year. Your job is to establish rapport and a relationship to build on.

7. Open house attendees

  • When to use: Connecting with open house visitors who signed in

Open houses are a great way to get new clients quickly. Since attendees have already expressed interest in real estate, you need to gather their information quickly to target them effectively while they’re warm. They may not have selected an agent because they haven’t found one they like yet, so let that agent be you!

Using one of our top-recommended open house apps that gather your clients’ contact information will make things easier for you. We’ve also got some fun icebreakers and open house scripts for real estate agents that help you choose the best one for each situation.

8. Networking or event follow-up

  • When to use: Touching base with someone you recently met at an event

The goal here is to focus on mutual benefits and the potential to collaborate. Even if they’re not interested in real estate now, you’ll want to establish a productive personal relationship. That way, if the opportunity does arrive, you’ll be top of mind, be it for their own needs or for their connections.

For cold leads/prospecting

9. Circle prospecting

  • When to use: Reaching out to neighbors near a recent sale or listing

Circle prospecting — a lead generation strategy of approaching leads around the area you just did a deal or open house in — is cold outreach, so you’ll need to be confident and let your experience speak for itself. This script is respectful and informative, offering value through market insights while gently probing for potential interest in selling or referrals.

Cold leads are naturally more challenging to convert. Don’t get frustrated if you get shrugged off — it’s natural. Stay respectful of people’s privacy and boundaries, and double down on your real estate branding and marketing efforts in the area. 

For more tips, check out our guide to circle prospecting strategies, which can help you boost lead generation.

10. For Sale by Owner (FSBO)

  • When to use: Speaking to owners listing without an agent

FSBO listings can be intimidating, but they actually make great leads; after all, they’ve already expressed that they want to sell their home! Many say that FSBOs are tough, but they’re not as obstinate as you might think. You’ll easily find FSBO listings that could use help in pricing and marketing strategies to find leads easily, but these owners will typically deny any help. The truth is, they just need to see the value of where their money might go — and that’s how you should tackle your conversations with them. Pricing is often the key in an FSBO situation. We’ve given you one FSBO script here, but if you want more, see our best FSBO scripts for real estate agents.

11. Expired listings

  • When to use: Speaking to owners of properties that didn’t sell while listed

Expired listings are a goldmine if you approach them the right way. These homeowners were motivated enough to list but ended up disappointed by the process, their agent, or the market, so don’t be turned off if they’re a bit cold to your approach. While skeptical, they’ll be open to solutions, as long as you approach them empathetically. Your job is to acknowledge their frustration, offer real value, and position yourself as the agent who can get the job done right. Sometimes, sellers of expired listings may choose to pull their homes off the market to wait for a better time. It’s a great idea to integrate them into your real estate farming strategy to get them back on track.

For online & digital lead conversion

12. Internet leads

  • When to use: Reaching out to your website, social media, or IDX leads

Internet leads are those who find you on social media or via your website. This script is intended to be engaging and helpful, and your goal is to move this lead further down the funnel by offering personalized assistance and setting up an appointment (or a follow-up conversation).

13. Zillow leads

  • When to use: Responding to Zillow platform inquiries

These leads could be anywhere in the sales funnel — from the very start of the real estate process to buyers ready to make an offer. It’s important to find out their interests, understand their needs, and provide additional value, like a quick CMA for the home and surrounding area. Since you already have their information, your goal is to encourage them to engage with you.

14. Social media leads

  • When to use: Connecting with leads from Facebook, Instagram, etc.

These social media leads usually come through mutual Facebook groups, your connections, or perhaps an advertisement. For these leads, you’ve got to be approachable and engaging. Just remember to respect the casual nature of social media; make your script personalized for your situation.

15. Purchased leads

  • When to use: Contacting leads from Market Leader, Realtor.com, etc.

When you get leads from the best places to buy real estate leads, it’s essential to build rapport quickly. Acknowledge their interest and then offer value. Try to convert them to a deeper conversation by setting up a meeting. This way, you can provide personalized attention and dig into their needs.

Looking for leads? Market Leader’s got leads on-demand, a great client relationship manager (CRM), and an entire suite of tools for your business.

Check out Market Leader

What to keep in mind with real estate scripts

Scripts will always help you prepare, but they’re not perfect. It’s a good starting point to get the conversation rolling, but things will rarely go exactly as you envision. If there’s anything to take away from our scripts, remember these when talking to leads:

  1. Introduce yourself.
  2. Ask for the lead’s name and mention how you got their information (if applicable).
  3. Get an understanding of what they need and are looking for.
  4. Provide value, whether in the form of a CMA, a course, suggestions, or even a referral.
  5. Ask for a follow-up conversation and get their information (if they accept).
  6. Thank them for their time and patience.
  7. Respect the person and their time, and don’t be too pushy.

Keeping those in mind will help you get the basics out of the way. However, while that may be the case, some things can still throw a wrench into your talk. To keep things smooth, here are a few additional points to keep in mind.

Adapt according to the prompts and situation.

Scripts can only take you so far, so adaptability is key. Don’t push the conversation along the rails of what your script dictates. Take it through the path of least resistance while still steering it to your goals: their details and a follow-up meeting. 

Respect the “no” in favor of long-term goals.

Learning when to back off is a good skill, especially when you know how to toe the boundary. Even simply leaving your details can be a win; after all, their “no” might just be because of current time constraints. If they do need real estate services in the future, having left your business card or a door hanger already puts your name in their mind.

Refer to a colleague when warranted.

This might not be the immediate thought, but if something’s out of your wheelhouse, learn when to refer the lead to someone else. It might seem like a loss, especially when the lead is warm, but it’s better to build on relationships rather than to overpromise on something you can’t deliver. 

While you won’t be able to benefit directly in doing so, you’ll be able to make a good mark on the client and your colleague, especially if they close a deal. They’ll certainly remember that and pull through for you in the future.

Frequently asked questions (FAQs)

Bringing it all together

These situations should cover most of your bases for real estate follow-up scripts, but the best conversations are organic. You’re looking to connect with your clients. We say it time and again: real estate is all about the people. Make a genuine connection with your potential clients, anticipate their needs, and provide them with outstanding service. Then, stay in touch for those referrals — that’s how you build a sustainable business. In the meantime, if there are any scripts for real estate agents that we’ve missed, leave them in the comment section or visit our Facebook group to share them with the community!

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