Your script just flopped. Here’s what you probably did wrong


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This post comes primarily from the earlier work of Bernice Ross.

When Overcoming objectionsScripting can save a lot of money as long as you know how to use it. Do you know what it takes to make your scripts work like a charm?

I’ve been collecting scripts for overcoming objections since I started training agents in 1989.

Here I go over some common objection treatments for “I just want to work with the listing agent“Dissect which scripts are pure gold and which will be epic fails, and indicate best practices for using them any Script.

Best Practices for Each Script

  • Practice like it’s your job (because it is): When you’re working on mastering a new script, it never feels natural. But if you practice it repeatedly, it becomes second nature.
  • Use “charge neutral”: One surefire way to flop a script is to be snappy, have an advantage, or make customers feel like you are talking them down. Charge Neutral is the calm, quiet voice you would use when trying to comfort a child or friend who is upset. This is the tone that you should be using when practicing your script.
  • Remember it is not your decision: Your script is much more likely to flop if you try to manipulate the customer instead of respecting the fact that it is their home, mortgage, and decision – not yours!

Can you tell which script is the best?

Here are five scripts from the 35 im original article mentioned at the beginning. Can you determine which script is the best, and most importantly, why?

Script 1

why Would you work with the listing agent? He or she works to the the seller, not to you.

Script 2

The broker’s fiduciary responsibility rests solely with the seller. He or she is hired to get the seller the highest price in the shortest possible time. The agency information ensures this. As a buyer, I am tasked with offering you undivided loyalty in order to offer you the best price and terms.

Script 3

Let me ask you, if you get divorced, do you want the same divorce attorney to represent both of you? Do you think it might be difficult to represent the two of you impartially? It is like using the broker for both the seller and the buyer – the broker cannot represent you impartially and in trust. Wouldn’t it be better to have someone on your team to fight for your interests – and the broker pays them for it? Would it be crazy to think that you don’t want free representation from an experienced broker like me? Great, let’s sign this agency agreement so I can start working for you today.

Script 4

If you were to work with the listing agent, he or she will be a dual agent, which means that he or she has “tape” over his or her mouth. The broker cannot stand up for you as they cannot get you the lowest price while trying to get the seller the highest price.

Script 5

The choice is yours. Before signing a single page, ask the listing agent who they are representing on the transaction. How do you react when the agent says “both the seller and the buyer” or “the seller” or “none”? Request it in writing.

Of the 35 scripts, the clear winner is number 5. My pick for first, second place for best script is number 4.

Why scripts flop

Below is a list of reasons many scripts flop.

1. The longer the script, the more likely it is to flop

Long scripts are hard to remember, and the more you speak, the more likely you are to say something that will put off the buyer. Script 3 above is way too long, as are many of the other scripts in the article.

2. You didn’t ask a question

Instead of trying to explain or justify your position, ask a question instead. When the answer comes from the buyer’s mouth, it is much stronger.

Scripts. Numbers 1, 3 and 5 ask a question; Script # 2 and # 4 don’t.

always Wait for the buyer to respond when you ask a question, no matter how uncomfortable it is. The old sales adage is: “Whoever speaks first loses. ”

3. You put the buyer on the defensive

The word “why” puts the buyer on the defensive. Although script # 1 asks a question, the wording used by the buyer sounds stupid because they don’t know that the agent is working on behalf of the seller. To avoid this problem, ask “how” and “what” questions instead of “why”.

4. You used the “I” language instead of the “You” language

For the buyer, everything revolves around the “WIFFM” – or “What’s in it for me” principle.

When you use the word “I”, the script is about you. Instead of using “me” and “me”, use the language “you” to focus on your buyers and their needs. Script # 4 and # 5 are great examples of this concept.

5. You used a bad metaphor

When you use a metaphor, make it specific to real estate and how it directly applies to the buyer’s situation. Avoid using lawyer analogy or letting the buyer imagine something that doesn’t apply to them.

For example, “If you get divorced.” When the buyer is happily married, the first thing their brain screams is “I’m not getting a divorce!”

Unlike the legal and divorce scripts mentioned in the article, Script # 4 painted a beautiful picture that immediately helped the buyer understand the nature of. to understand Double agency.

If the listing agent is a double agent, the agent has “tape over their mouth” and cannot intervene on your behalf.

To improve this script, ask a question like the following example:

If you choose to work with the listing agent, he or she is a dual agent. Dual agency laws prohibit listing agents from standing up for you – it’s like having duct tape over their mouths. How can the broker help you get the lowest price when they can’t say anything on your behalf?

Remember, the first to speak loses.

6. You graduated from a tough or manipulative degree

Script # 3 has several problems, including the “I” language; it’s too long and spends too much time explaining.

Worst problem is the hard close, which suggests the buyer is insane not to cooperate with the broker and then demands that the buyer take action now.

Would it be crazy to think that you don’t want free representation from an experienced broker like me? Great, let’s sign this Representation agreementso that I can work for you today.

7. You did not use the most important sentence in negotiations: It’s your choice. What would you like to do

The broker’s role is to be an information channel that helps buyers make the best possible decision. Emphasizing that “it is your choice” will make buyers feel like they are in charge and prevent them from thinking you are manipulating them.

What Makes Script # 5 the True Guardian?

Here’s a refresher on the winner:

The choice is yours. Before signing a single page, ask the listing agent who they are representing on the transaction. How do you react when the agent says “both the seller and the buyer” or “the seller” or “none”? Request it in writing.

This script follows a tried and true formula for overcoming objections called “Agree, Counter, Close”.

  • The choice is yours. (Agree – it’s your choice.)
  • Before signing a single page, ask the listing agent who they are representing on the transaction. (Counter)
  • How do you react when the agent says “both the seller and the buyer” or “the seller” or “none”? (Final question)
  • Request it in writing.

The agent who wrote this script noted that “I’m being asked to represent you almost immediately.”

If you want to better overcome objections and close more deals, follow the best principles above to avoid your scripts flopping.

Bernice Ross, President and CEO of BrokerageUP and RealEstateCoach.com, is a national speaker, author and trainer with over 1,000 articles published. Find out more about their women-for-women broker / manager training programs at BrokerageUp.com and their new agent sales training at RealEstateCoach.com/newagent.





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