Real Estate Marketing Scripts That Turn Conversations Into Clients

Conversation frameworks for FSBOs, expired listings, buyers, sellers, and investors—designed to help you sound natural, stay in control, and move prospects forward.

Overview | 1. FSBO | 2. Homeowners | 3. Expired Listings | 4. Buyers | 5. Investors | More Scripts
real estate marketing script

Real estate marketing scripts aren’t about sounding clever. They’re about knowing exactly what to say when the moment matters—on the phone, at the door, or during that first awkward pause when a prospect is deciding whether to keep listening or hang up.

The right script gives you confidence, structure, and control. It helps you guide conversations naturally, ask better questions, and position yourself as a professional—without sounding scripted or pushy.

Below are five field-tested real estate marketing scripts for the most common (and profitable) scenarios agents face: FSBOs, homeowners, buyers, investors, and expired listings. These are conversation frameworks—not rigid word-for-word speeches—so you can adapt them to your personality and your market.

Use them as written, customize them, or treat them as a starting point. The goal is simple: fewer stalled conversations, more appointments, and better outcomes on the other side of “Hello.”

1. FSBO Real Estate Marketing Script (Conversation-Based)

for sale by owner property marketed without an agent

Use this script when calling a For Sale By Owner seller. The goal is not to pitch yourself—it’s to earn permission to continue the conversation.

Opening (Respect + Permission):
Hi, this is [Your Name]. I saw your home is for sale by owner and wanted to reach out real quick. I know you’re probably getting a lot of calls—would you be open to a brief conversation, or is this a bad time?

(If yes, continue. If hesitant, say: “No worries—I’ll keep it quick.”)

Connection Questions (Not Interrogation):
• What motivated you to sell on your own?
• How has the experience been so far?
• What’s been the biggest challenge up to this point?

Reframe Without Pressure:
A lot of owners I speak with start this way to stay in control—which makes complete sense. Some end up selling on their own, and others decide they want a little help once they see how the market responds.

Soft Value Positioning:
If you ever reach the point where you want feedback, exposure beyond the public sites, or help negotiating offers, that’s where I tend to add the most value.

Close With Choice:
Would it make sense to stay in touch and compare notes as things unfold—or would you rather I check back later?

Note: This close works because it preserves control. You’re not asking for a listing—you’re offering a resource.

Next step: If you’re working FSBOs consistently, these FSBO follow-up letters help continue the conversation after the first call.

2. Homeowner Script — When You Have Buyers Interested in the Area

real estate agent speaking with a home seller by phone

Use this script when calling homeowners who are not actively selling. The objective is not to “list the house,” but to surface quiet interest and open a low-pressure conversation.

Opening (Context + Relevance):
Hi, this is [Your Name]. I’m a local real estate agent, and I’ll be brief. I’m reaching out because I’m working with buyers who are specifically interested in your neighborhood.

(Pause. Let that land.)

Permission-Based Pivot:
I’m not calling to pressure you into anything—I just wanted to ask a quick question. Is this something you’d be open to chatting about, or would you prefer I follow up another time?

Exploration Questions (No Assumptions):
• Have you ever thought about selling if the timing or price made sense?
• What do you enjoy most about living there right now?
• If you ever did move, where would you go next?

Normalize Without Triggering:
A lot of homeowners I speak with aren’t actively planning to sell—they’re just open to options if the right opportunity shows up. That’s really who this call is for.

Value Positioning (Demand, Not Pitch):
My role is simply to connect motivated buyers with homeowners who might be open to a conversation. If it turns out the timing isn’t right, that’s completely fine.

Soft Close (Choice-Based):
Would it make sense to stay in touch and see if something lines up—or would you rather I circle back down the road?

Why this works: You’re leading with relevance and demand, not a listing presentation. The homeowner keeps control, which lowers resistance.

Next step: After an initial homeowner conversation, this introduction letter gives you a simple, professional follow-up touchpoint.

3. Expired Listing Script (Empathy + Repositioning)

Use this script when calling homeowners whose listing has recently expired. The objective is not to criticize the past, but to acknowledge frustration, reset expectations, and open a fresh conversation.

Opening (Awareness + Respect):
Hi, this is [Your Name]. I’m a local real estate agent, and I’ll be brief. I noticed your home was recently listed but didn’t sell, and I wanted to reach out to see how you’re feeling about things now.

(Pause. Let them respond.)

Permission-Based Transition:
I’m not calling to relist your home today. I just wanted to ask a couple of questions to understand what you were hoping would happen—and what didn’t.

Exploration Questions (No Blame):
• What do you think held the home back from selling?
• How did the last few weeks on the market feel for you?
• If you still plan to move, what would need to change this time?

Normalize the Experience:
A lot of good homes don’t sell—not because something is “wrong,” but because the strategy didn’t fully line up with buyer behavior at the time.

Reposition Your Value (Insight Over Opinion):
When I work with expired listings, my focus is on identifying what buyers reacted to—and what they didn’t—then adjusting positioning, presentation, and timing so the home has a stronger second launch.

Soft Close (Low Pressure, High Clarity):
Would it be helpful to compare notes and see if a different approach might make sense for you—or would you rather take a little time before revisiting it?

Why this works: You acknowledge emotion, remove defensiveness, and offer clarity—without asking for a commitment.

Next step: Pair this script with expired listing letters designed to reinforce your message and relaunch stalled listings.

4. Buyer Real Estate Marketing Script (Clarity Without Pressure)

Use this script when speaking with potential buyers—online leads, referrals, sign calls, or casual inquiries. The goal is to create clarity, set expectations, and position yourself as a guide, not a salesperson.

Opening (Helpful, Not Salesy):
Hi, this is [Your Name]. Thanks for reaching out. I wanted to connect briefly to learn a little more about what you’re looking for and see if I can be a helpful resource.

Discovery Questions (Direction Before Details):
• What prompted you to start looking right now?
• Are you focused on a specific area, or still exploring options?
• Have you already seen a few homes, or are you just getting started?

Normalize the Process:
Most buyers I work with start out with a lot of questions—and sometimes a bit of uncertainty. That’s completely normal, especially in today’s market.

Value Positioning (Protection + Insight):
My role is to help you avoid common pitfalls, understand pricing and timing, and make sure you’re protected throughout the process—from the first showing to the final negotiation.

Expectation Setting (Without Overwhelm):
Once I understand your priorities, I can narrow things down, point out opportunities you might miss on your own, and let you know what’s realistic based on current conditions.

Soft Close (Next Logical Step):
Would it make sense to schedule a quick conversation to map out your options and decide the best way to move forward?

Why this works: Buyers want confidence and guidance, not pressure. This script reassures them while subtly establishing your expertise.

Next step: For buyer conversations, these buyer-focused resources help educate and build trust between conversations.

5. Investor Real Estate Marketing Script (Strategy + Opportunity)

Use this script when speaking with real estate investors—whether they’re actively investing, casually exploring, or responding to a lead. The goal is to establish credibility, uncover strategy, and position yourself as a long-term resource.

Opening (Professional + Direct):
Hi, this is [Your Name]. I work with investors in the area, and I wanted to reach out briefly to understand what types of opportunities you’re focused on right now.

Orientation Questions (Strategy First):
• Are you currently buying, or just keeping an eye on the market?
• Do you prefer long-term holds, short-term projects, or something in between?
• What usually determines whether a deal is worth pursuing for you?

Normalize the Range of Investor Styles:
Every investor approaches the market differently. Some move quickly when the numbers line up, others wait patiently for the right opportunity. Both approaches work when the strategy is clear.

Value Positioning (Access + Filtering):
My role is to help investors avoid wasted time by filtering opportunities based on their criteria—pricing, condition, location, and exit potential—so only the deals that actually fit your strategy rise to the top.

Opportunity Framing (Without Hype):
Depending on timing, that can include standard listings, overlooked properties, or situations where flexibility creates value. The key is knowing which opportunities to ignore just as much as which ones to explore.

Soft Close (Collaboration-Based):
Would it make sense to stay connected and compare notes as opportunities come up—or would you rather I reach out only when something clearly matches what you’re looking for?

Why this works: Investors respect clarity and efficiency. This script leads with strategy, not sales pressure, and positions you as a filter—not a promoter.

Next step: For investor conversations, these real estate investing resources help support longer-term opportunity discussions.

Related Real Estate Scripts, Letters & Follow-Up Tools

expired listing follow up letters for real estate agents
Expired Listing Letters

Pair your expired listing scripts with proven follow-up letters that restart conversations and relaunch listings.

sample real estate introduction letter for follow up
Sample Real Estate Introduction Letter

A simple, professional follow-up letter to send after calls, conversations, or first contact.

real estate lead generation strategies for agents
Real Estate Lead Generation

Create more opportunities to use these scripts with proven lead generation strategies that fuel conversations.

Final Thought: Scripts Don’t Close Deals—Conversations Do

Real estate marketing scripts aren’t about memorizing lines or sounding rehearsed. They’re about creating clarity in moments that usually feel uncertain—when a seller hesitates, a buyer stalls, or an opportunity quietly slips away.

Used well, scripts give you structure without rigidity. They help you ask better questions, listen more carefully, and guide conversations toward decisions—without pressure or persuasion.

Treat these scripts as living frameworks. Adjust the language. Match your tone. Pay attention to what prospects respond to. Over time, you’ll stop “using scripts” and start having better conversations by instinct.

And when you’re ready to reinforce those conversations with follow-up, education, or outreach, the related resources above are designed to work together—one step at a time.

That's it for now. Here's to your Real Estate Marketing Success!

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