Whether you’re just starting your career in real estate or have been in the business for decades, scripts matter. Top producers at Keller Williams share why scripts are so important and how to make them work for you.


They make interactions smoother.

When Nick Waldner of Columbia, Maryland, began his real estate career, he didn’t think he needed scripts. “I can handle my business without them. I’ll make things up as I go,” he thought. He quickly realized he was wrong. Sellers and buyers were asking the same questions over and over again, and instead of thinking on the fly, he needed scripts to save time and to make interactions go more smoothly.

They give you confidence.

Jeff Glover, a top agent from Detroit, Michigan, knew he didn’t have a choice. He started real estate at 19, and without a database and a sphere of influence that was buying houses. If he didn’t sound confident and knowledgeable, he wouldn’t get any listings. By embracing scripts, he knew he could master his craft with confidence; he calls agents today to do the same.

“Your product is you, and your value is what you present and what you say. Nothing matters until you master what comes out of your mouth.”

They lead to more conversions.

“When you know what to say, how to say it, and when to say it, conversion rates will automatically go up,” reminds Waldner. “When a new agent starts with our team, they are an inside sales associate for the first 45-90 days. They’re on the phone dialing day after day, because I want them to have 1,000 real estate conversations. When you do that, you hear the same questions, complaints, and know what to say next.”

With the right words, agents are able to convert leads at a higher level.

“By the time people start mastering scripts, we start giving them leads. We have to know and trust they are internalizing their scripts.”


Internalize, memorize, customize

Becoming a script master begins with internalizing the words on the page (word for word) and then committing them to memory. From there, agents can customize.

“When I was first handed the script book, I was the one in my cube chanting each one out loud,” shares Glover. “They become internalized when you understand the logic behind each question and why each is asked. Once you internalize and memorize the script, the words will come out naturally and you can adapt based on the rapport level and personality style of who you’re speaking to.”

Before delivering a script, Glover identifies the personality of who he’s talking to through the DISC theory and tailors his tone and rate of speech accordingly.

When communicating with a …

  • High-D for Dominant (self-starter, outgoing, direct, decisive) – Don’t ramble, be prepared and organized, present facts logically.

  • High-I for Influence (outgoing, enthusiastic, emotional, and trusting) – Allow time for relating, speak to support their goals and ideas, provide clear ideas and examples.

  • High-S for Steadiness (team player, steady, predictable) – Don’t rush into your business agenda; focus on their goals, be logical and nonthreatening, and do not interrupt as they speak.

  • High-C for Compliant (accurate, analytical, precise, systematic) – Be straightforward, do not be informal or casual, present facts and figures.


Waldner advises every agent to begin their mornings with script practice.

“Our team begins each morning at 8:30 running scripts, and at 9:00 we hit lead gen. I’ve found that it really sets the stage for the day. You have to set something in your schedule to kick-start your day.  What better way to learn than making it a part of your everyday routine?”

On many teams, new agents are often introduced to the importance of script practice through phone prospecting. By practicing scripts, they are improving their skills to make more money and work the same or less amount of time. It’s all about working smarter.


When a seller has unrealistic expectations about the value of their home.

Seller: We just don’t think that the market is nearly as bad as everyone thinks, and our house is a lot nicer than the others in the neighborhood.

Agent: [Insert Seller’s Name], I can appreciate where you are coming from, and let’s take a quick look at the market statistics for your area. Today there are [Insert Number] times thenumber of houses on the market than there were just a year ago, and as you can see sales are down approximately [Insert Data] percent. From a marketing standpoint, this theory is called supply and demand. Therefore, when the supply goes up and the demand goes down, what has to happen to pricing? Does it go up or down?

Seller: Down.

Agent: Let’s do the right thing and do it based on the shifting market and price the home where it will sell, not a price that will cause it to expire.

Seller: Well, our house is better than the others.

Agent: I completely respect your belief in the value of your home. And I’m curious, has there ever been a time in your life when you were surprised when you saw the asking price of something?

Seller: Yes.

Agent: Then let’s make the wise decision to price it right so that you can move forward with your plans.


Seller: OK.