Real estate cold calling is one of the most polarizing lead generation strategies in our industry. Experienced agents will tell you it’s an essential part of lead generation, while others argue it isn’t worth the anxiety or frustration. But with the right preparation, cold calling can transform your business. 

We know firsthand how intimidating dialing up strangers can be, so we put together this step-by-step guide using tried-and-tested scripts. We also included videos from the experts with tips and industry secrets that will boost your confidence.

Download the Best Cold Calling Scripts

Cold Calling Strategies You Need to Master

Real estate cold calling is so much more than picking up the phone and dialing a random number. If you want to out-perform your colleagues on the phone, here are the skills you need to have dailed in.

Set goals: Begin with bite-sized goals that create opportunities. Example goals: introduce yourself in-person to one new prospect each week and spend one hour per day cold calling.

Get Facetime: A handshake can turn into a closed sale, so try to turn each call into a face-to-face meeting, even if it’s just for a minute or two.

Spend time listening: The more time you spend listening to your prospects, the better you can address their pain points. 

Prepare: Get comfortable with your scripts by practicing them out loud with a friend or colleague. Be so prepared that you’re focusing on what they’re saying, not your script.

Get past “no”: If you’re afraid of the word “no,” you aren’t going to get very far. Stay on message and be ready to handle typical objections

Start calling: Make sure you are focused, have space to walk around, and maybe do some stretches to be limber and keep that mind sharp. 

It’s helpful to have an auto-dialer to keep you efficient, like REDX, which also provides up-to-date FSBO and Expired Listing contact lists. 

Follow up: Be ready to keep the conversation going with our tried-and-true follow-up scripts.

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📌   Pro Tip

Remember: You’re serving your community with your experience, education, and knowledge. Cold calling works because consumers need your help.

7 Cold Calling Scripts to Transform Your Business

1. Expired Listing Script

Cold calling expired listings can be tricky because you know that the homeowner is going to talk to multiple real estate agents, maybe even that day. Stand out from the competition with a great script from REDX called The Neighborhood Expert:

2. Basic FSBO Script

Many real estate agents consider the FSBO prospect to be a perfect lead for cold calling. The sellers want to sell and they want to sell now—all you have to do is convince them they need your help. David Hill’s excellent script helps you navigate a seller’s concern about saving money.  

We’ve put some mock responses in the script so you can practice hearing “no” and learn how to overcome those initial rejections to get a listing appointment.

📌   Pro Tip

Note that in the above script, there’s no haggling over the commission. Try to refrain from making any commitments regarding numbers, but be sure that the prospect’s wishes and concerns are heard. You can always say, “I’m making a note of that …,” which shows that you’re listening but you’re not making any promises.

3. Advanced FSBO Script — “The Diagnostic”

We really like this thorough script from Agent Fire. FSBOs are some of the best leads to leverage through cold calling, and this script gives you a lot to work with. With these questions, you’ll be able to identify the seller’s pain point and speak directly to how you will solve for it.

Related Article
The 9 Best FSBO Scripts of 2022 (+ Why They Work)

4. Circle Prospecting Script

Circle prospecting is a great way to increase your exposure in neighborhoods where you’re already active. Deploy this circle prospecting script from the indelible Ricky Carruth to go after homes in neighborhoods where you’re the listing agent.

Related Article
Door Knocking for Real Estate in 2022: Will It Still Work? (+ Tips & Scripts)

5. Open House Invitation Cold Call Script

Kevin Ward’s script leverages all of the work you’re already doing to host an open house by using it as a reason to cold call—extend personal invitations! This one is especially effective as you can customize it to your unique situation. We also love the enthusiasm that Kevin sprinkles in throughout—those exclamation points are good reminders to be upbeat and positive!

Related Article
The 9 Best Open House Follow-up Email Templates of 2022 (+ Writing Tips)

6. Responding to an Online Query Script

If your marketing, website, and landing pages are doing their job, you should have leads filling in their information to get home valuations, property listings, and valuable free content. Now that you have this contact information, what do you do with it? 

This script from Fit Small Business is the perfect way to introduce yourself and start what is sure to be a profitable conversation. It’s true, this isn’t a true cold call, since they folks have already reached out and made the first move. But, more than likely, they weren’t expecting a phone call from you, so treating this like any other cold call will get you far.

7. Cold Calling Voicemail Script

According to Pipedrive, 80% of calls go to voicemail, which means leaving the right message needs to be an important part of your real estate cold calling strategy.

The perfect voicemail is between eight and 14 seconds long, but definitely less than 30 seconds. It establishes who you are and why you’re calling in a warm and friendly tone. But it doesn’t include your pitch—the goal is to secure that next conversation when they call back or you make a follow-up call.

Some real estate cold calling strategists argue that a voicemail is a great way to turn a completely cold call into a lukewarm call. If you want to skip the (sometimes chilly) cold call altogether and dial straight into a warm voicemail, there are companies that help you do that.

The absolute leader in the field is Slydial, which allows you to dial directly into a phone number’s voicemail. These ringless voicemails (RVMs) are becoming more common and socially acceptable, so don’t shy away from using them. You can even acknowledge it by saying something like, “I know you’re busy, so I wanted to drop a quick voicemail and be respectful of your time.”

Advanced Tips for Leveling Up Your Cold Calling 

Now that you’re armed with these pro-level scripts and have a step-by-step plan, let’s dive into some more specific advice if you want to go beyond the basics and master the art of cold calling.

Watch the Experts Reveal Their Cold Calling Secrets

YouTube is chock-full of videos from real estate agents who are crushing the cold calling game. Whether you’re hoping to learn how to interact with prospects or just need to get hyped up for your next calling session, these videos are a great source of inspiration.

Here are five of our favorites:

Bryan Casella is an expert at dealing with objections. He is clearly using a script and is crushing it every step of the way.

Chastin J. Miles shows us how it’s done with a FSBO prospect. We love how ​​Chastin takes the act of LISTENING to the next level rather than doing all the talking. You can see how effective his approach is with his soon-to-be client.

Our own real estate coach, Beverly Ruffner, has put together several live examples of cold calls and offers her best cold calling tip: Treat everyone you’re calling like they’re your best friend.

Here’s one where Ricky Carruth coaches agent Emily Wood as she attempts cold calling for the first time. This one is a 50-minute commitment, but it’s super-valuable to watch someone starting out to see how she improves and gains confidence.

Loida Velasquez speaks honestly about how nerve-wracking it is to get started and offers her tips for first-time real estate cold calling. She has several additional videos on calling expired listings and FSBOs, including one where she critiques her first FSBO cold call.

Bringing It All Together

If you’ve questioned if cold calling is right for you, start with the right mindset and tools to conquer your fears. With some proven scripts and determination, you have the power to make cold calling an essential part of your lead generation strategy.

Have any cold calling questions or tips you’d like to share? Anything we missed? Leave us a comment below!

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