The BEST 5 Scripts Every Agent Needs in Today’s Market

I’m a big fan of Tom Ferry’s approach to real estate and real estate marketing. I am sharing this summary of his video on scripting because it has helped me be more confident in conversations with clients.

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Hey there, for over 20 years, Tom Ferry has obsessed with bringing you the best sales, marketing, and business-building strategies to keep your real estate game thriving. Having the right scripts is critical to finding out the “why”. Here are five scripts that will boost your confidence, win you more business, and ultimately put more money in your pocket.

You’ve heard Tom say it before: knowledge equals confidence, and ignorance equals fear. When you know what to say in the moment of truth, you’re ready to take action—ask for the appointment, secure the listing, close the deal. But when you don’t? Suddenly, paperwork or a snack break sounds way more appealing. So, let’s fill your sales toolbox with five powerful scripts you can start using today. No particular order here—just pure gold to help you get to that “yes” faster.

Script #1: Uncover Their Values

“What’s important to you in the agent you choose to represent you?”

This is a game-changer, folks. Why? Because it’s a value elicitation question. You’re not just asking what they want—you’re digging into what matters to them. Are they looking for killer marketing? Constant communication? The highest net proceeds in the shortest time? Once they spill the beans, you can customize your presentation to fit their criteria like a glove. Imagine this: they say, “We want someone who’ll get us top dollar with minimal hassle.” Boom—you’ve got your roadmap to a “yes.” Add this one to your arsenal pronto.

Script #2: Secure the Meeting

“If there was an advantage in time, money, and marketing exposure, would it be worth just 15 minutes of your time for us to get together?”

Simple. Effective. Brilliant. This script is all about showing value without pressure. If you’ve already uncovered their priorities from Script #1, tweak it: “If I could save you time and maximize your marketing, would 15 minutes be worth it?” Or maybe they’re meeting another agent—hit them with, “If a second opinion could save you money and get you more exposure, would it be worth a quick chat?” Most people can’t say no to that. It’s a door-opener, plain and simple.

Script #3: Explain a Stagnant Listing

“If the home’s not selling, it means it’s not compelling to buyers in today’s market.”

This one’s clutch when a seller’s frustrated. Instead of jumping straight to “lower the price,” break down what makes a property compelling in your market. Maybe it’s an opportunity property—like an R2-zoned lot with an old house a builder would drool over. Or a prime location near schools and freeways. Wrap it up with price as the bow, not the whole gift. This script shows you’re a pro who gets it, not just someone pushing a discount. Use it, master it, win with it.

Script #4: Find Listings Anywhere

“Have you had any thoughts of selling? Do you know anyone who’s had any thoughts of selling?”

Shoutout to my client Tim Smith and thousands of agents worldwide who’ve made this a daily habit. This script is so easy, you can use it anywhere—Starbucks, the grocery store, the dry cleaner. “Hey, just curious—have you guys had any thoughts of selling?” If they say no, follow up: “Do you know anyone who has?” You’d be amazed how often this turns into, “Well, my brother-in-law’s thinking about it…” It’s low-key, listing-focused, and keeps you top of mind. Confidence booster? You bet.

Script #5: Nail the Pricing Conversation

“We have three pricing strategies—above comps, at fair market value, or below to create a bidding war. Which is better for you?”

This is your moment of truth on a listing appointment. Most agents have one pricing trick up their sleeve. I say you need three:

Above comps—the “needle in the haystack” approach, fishing for that one buyer willing to pay big.
At fair market value—the standard play most folks expect.
Below market—for savvy sellers, price it just under to spark a bidding war with killer marketing.Lay these out, explain the pros and cons, and let them choose. It’s not just a pitch—it’s a strategy session that screams expertise. Watch their trust in you skyrocket.

Put It Into Action

Here’s the deal: these scripts aren’t just words—they’re tools to build your confidence and close more deals. Practice them. Role-play with your team, your spouse, even your dog if they’ll listen! Back in the day, my crew—Rachael, Matthew, Richard, and I—would practice these lines over beers, just for fun. Why? Because repetition breeds readiness. When you’re comfortable with what to say, you’re unstoppable in the moment of truth.

So, what’s next? If you’re loving this, head over to my YouTube channel and subscribe—I’d appreciate the support! Drop a comment below: Have you used these scripts? Are they boosting your sales confidence? And if this resonates, share it with your office mates. There’s nothing better than a team leveling up together.

Your strategy matters, and now more than ever, your ability to ask the right questions rules the game. Want to connect in person? Check out our upcoming events at tomferry.com/events and reserve your spot. Let’s keep the momentum going—see you at the top!

Keep rocking it,

Tom Ferry

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