3 Scripts Top Agents Are Using to Close More Online Leads

Agents and brokers have a multitude of methods for generating leads online, but there's still only one reliable way for converting those leads into clients--timely communication that's tailored to the prospect's needs.

Today, we're going to look at scripts that you can use to close more internet leads. Before we get started, let's go over the do's and don'ts for communicating effectively with prospects.

• DO respond quickly. Timing is critical in converting leads. MIT research shows that you're 21 less times likely to convert a lead when you respond in 30 minutes versus five minutes.
• DO reply to a lead in the same way that they contact you. Did the prospect email, call, or text you for more information? Respond to them in the same manner. However, if a lead has offered you, say, their phone number in an email, it's safe to assume that it's okay to call them.
• DON'T make it all about you. The initial contact with a prospect is not the time to talk about yourself and your accomplishments. At this stage, leads only want to know about the property or other reason they contacted you about. Keep the focus on their needs!
• DON'T be too aggressive in trying to make an appointment. There's nothing more off-putting than a pushy salesperson when one's not ready to buy. Rather than concentrating on scoring an appointment, feel your leads out and try to determine how close they are to buying or selling. If they're still a ways from being ready, act more as a wise advisor that's ready to help when needed.
• DO offer to set up email listing alerts for them. If a lead isn't ready to buy yet, offer to email them alerts about properties they may be interested in. That way, you'll stay top-of-mind without being too pushy.
• DO pay attention to the property they contacted you about. How many beds/baths does the home that the lead contacted you about have? The lead is likely looking for similar homes. Keep attributes like this, as well as price and location, in mind when you contact them in order to suggest other homes they may be interested in.
• DON'T forget to identify yourself and that you received their request. You may not be the only agent that a lead has contacted, so be sure to say who you are and where you got their inquiry (your website, realtor.com®, etc.).
• DO keep talking--but only if they seem open. Try to gauge your lead's willingness to keep talking. If their interest level is holding steady, ask them questions--like when they plan on moving, if they've spoken to a lender, or if they need to sell their home first--to qualify them as a lead.

1. Phone Script for Talking to "Not Yet" Buyers

Some of the leads you receive online may be a "not yet" lead. They're just starting to dip their toes into the home-buying waters, but aren't quite ready to commit just yet. Use a gentle hand with these prospects and make sure they know you're a resource they can lean on.

Hi, Joe Buyer. This is Mary Sue with XYZ Real Estate. I received your request for information on 123 Maple Street from realtor.com® and wanted to follow up to see how I can help. I'm happy to set up an appointment for you to take a look at the property. What is it about this home that interests you?

[I'm just looking right now.]

I totally understand. I see you're looking in the Pismo Heights neighborhood, is that right? Would you be interested in receiving email alerts about new properties in that area that fit your needs? I promise it won't be overwhelming, but it will keep you on top of new listings that match your criteria.

[Sure, that sounds good.]

Great. I'll get you set up. In the meantime, please let me know if you see a home you'd like to walk through, and I'd be happy to set up an appointment.

2. Email Script for Active Buyers on Your Website

When a lead registers on your website, that's often a signal that they're interested in actively searching for homes. Once registered, most IDX websites will give you insight into the criteria they're using to search. Here's how to use that information to break the ice with new leads.

Subject: 3-Bedroom Homes

Hi Joe Buyer,

Thanks for signing up on my website! I noticed you were looking at 3 bedroom homes in Pismo Heights. I have set you up with email alerts that will show you similar homes in Pismo Heights under $400,000 [or whatever the top price they're searching for is].

Is there something specific that you're looking for in a home? If so, let me know and I can create an alert that's more tailored to what you need.

In the meantime, please feel free to use my site as long as you want! It's a handy search tool that will let you save search criteria and your favorite properties all in one place. When you're ready to see a property in person, or if you have any questions about the buying process, please don't hesitate to contact me. I am always happy to help!

3. Text Message Script for Sellers

As we've talked about in previous articles, one of the best ways to capture seller leads online is to offer them a free "What's My Home Worth?" report. Once you've sent them the report, you can use the script below to follow up with them via text.

Hi Joe! Thanks for requesting a free home valuation. I've just sent over the report to the email address you provided. Based on the numbers, this home is priced $4K above one that was sold three weeks ago. I'll follow up with you tomorrow to answer any questions you may have. Best regards, Mary Sue Realtor

The script above is a modified version of a dialogue from The Text on TXTs: Scripts power agents use for on-the-go conversion. It's a helpful ebook that offers dozens of text scripts that real agents use to convert their online leads.

The brevity required of text messaging makes it a more challenging method of communication, but these proven scripts can help. Download your free copy today to get started!