hi there it's kevin ward with yes
masters real estate success training
helping you get more yeses and more
successes in your business and in your
life and today i want to talk to you
about real estate scripts that work
because one of the things that number
one i know we're real estate agents we
all hate scripts i mean for the most
part it's natural to not like scripts
just like the first time i played golf
it was natural the way i swung it was
not natural to like the way that the
coach wanted me to swing because it
didn't feel right it didn't feel like me
it just didn't fit
however the real challenge is not
whether you like them or not the real
challenge is whether they work or not
and learning how to make them work well
the reality is there are some scripts
that you just can't make work and get
the results that you want for a very
simple reason and that is the wrong
things to say because they get you what
you don't want rather than what you do
want so let's talk today about scripts
that actually
work and you gotta understand first off
and i think we're all on we we would all
agree with this that the goal of
basically your real estate conversations
your scripts the goal is to get yes
right the goal is to get them to say yes
to you to say yes to an appointment to
say yes to a listing to say yes to
working with you to help them buy a
house whatever the conversation is the
goal is always to get them to say yes
giving you a referral whatever it is
so that's the goal so if that's the goal
then we've got to make sure that we're
using conversations that lead them
toward a yes rather than conversations
words and phrases that lead people to
say no or that lead people to resist
saying yes to you
so that's what
i want to talk about today i want to
talk about what i call
i affectionately refer to them as stupid
realtor scripts which means they just
don't work we say them and we say them
because sometimes they sound natural and
what's ironic is i've even seen a lot of
these
scripts in
real estate script books and real estate
real estate real estate training
materials with the script so let's talk
about what you should not use so there's
a right way and a wrong way to use
scripts in real estate so the one of the
wrong uses that i want to talk about
today is don't use what we call negative
frames don't use a negative frame and
that is where we take a conversation or
we take a statement we're going to make
and we frame it
in a negative way which basically means
a negative frame is making is assuming
or stating something as if it's going to
get you the result you don't want
and so actually i happen to have right
here some examples of negative frames
here are some examples of some wrong
ways to communicate with buyers and
sellers and again some of these i've
heard all of these with real estate
agents i've heard every single one of
these multiple times and a lot of these
are actually in real estate training
programs or real estate training
materials and i'm just like
i can't believe this and i want to just
say this before i tell you the examples
is that people say well all real estate
scripts pretty much sound the same
well and when you drive on the street
pretty much all cars look
fairly the same right they would they
all have more in common than they have
differences and yet there are brand new
cars out there right now that you can
buy that are thirty thousand dollars or
a car that's three hundred thousand
dollars and if you just look at them at
a distance they could look pretty much
the same however it's the differences
that make one a thirty thousand dollar
car and the other a three hundred
thousand dollar car kind of sounds like
real estate agent incomes right i mean
to get two agents both of them can be
working hard and one makes 30 000 a year
and another makes 300 000 a year or even
more
what's the difference well
the differences are what you got to pay
attention to so find out what is it that
doesn't work
and what does work and understand that
those shifts are a lot of times very
subtle however as i use these i'm sure
that you'll kind of immediately go like
i can totally see that when you
understand framing a statement in a
negative way that leads you toward a
result that you don't want which is to
lead sword and note so here's some that
i hear a lot my favorite
oh no wait my favorite i'll do this my
last one's my favorite so here's a great
one how about this one
oh listen i'm so sorry to bug you but
would you blah blah blah
okay why would i say this
why would i start out apologizing when
i'm about to ask for business or i'm
about to ask for to be able to add value
to them or somebody they know why in the
world would i ever start out with an
apology here's the assumption here's the
negative frame the negative frame is i
am assuming that what i'm doing is going
to upset you and therefore i need to
apologize up front now if you are not if
you are there to add value to people if
you as a real estate professional your
goal is to help people get results that
they want when it comes to real estate
why would you ever apologize for a
conversation like that
so never start out with never lead with
i am so sorry to bug you so in the old
world of david leverman
i didn't get the sound effect i don't
know what's up okay so number number two
second
negative frame a second thing you don't
want to use is well i know you're
probably not wanting to sell or move
anytime soon
and this is a script i've seen in
training materials on when you're door
knocking and say hey look i'm you know
i'm kevin ward i'm a local real estate
agent i know you're probably not
planning to move
okay now why would i do that why would i
start out expecting a result i don't
want i'm starting out by leading the
conversation toward them not wanting to
move
now here's the law that comes into
effect in this the universe the
universal law of you tend to get in life
and in relationships and in business and
anything you tend to get in life what
you expect and what's happening with
negative frames is i'm going in with an
expectation that they're probably not
interested in moving so i'm speaking
that into the universe i'm speaking that
to them that i'm not expecting you to
give me a yes
why would i focus on getting what i
don't want when it's so much more
powerful to focus on getting what i do
want so you're probably not wanting to
move forget that one here's here's
another one i love this one i know
you're probably sick and tired of
hearing from agents right now but blah
blah blah
why would i assume and speak to them
that they're sick and tired because
they're going like well no you're
actually the only this first agent
you're the first or second agent has
called me i really wasn't sick and tired
yet but now that you mention it i'm kind
of getting sick and tired of you right
now
why again why would i go in expecting
that they're gonna be sick and tired of
hearing from me so let's get rid of that
one
all right i love this one
i know you're not going to like to hear
this
i know you're not going to like to hear
this now this would be a lot of times
this would be one that's used like in a
listing presentation or once you've
already established a relationship it
may be used in negotiating
why would i start out by saying okay
word this is going to upset you okay
don't expect people to get upset okay
they're not going to like it why would i
then emphasize the fact that they're not
going to like it
so don't ever lead with a negative frame
of you're not going to like this or this
is probably going to make you mad or
whatever never lead with a negative
frame it simply does not help you get
toward a yes
all right and then i'll i'll save the
best for last i this one i just this is
when you're meeting people
and when you want to get their contact
information because look getting
people's contact information is how you
really establish your relationship and
this is one of the absolute ones that
drives me crazy
would you be offended if i asked for
your phone number
i've even seen one that says would you
be terribly offended if i asked for your
phone number well i wouldn't have been
but now that you mention it yeah it's
kind of offensive
again why are we expecting why are we
putting it out there
that they're going to be offended by
this why would you speak
into the universe into their
subconscious mind
even the idea that they're going to be
offended by what you're about to ask
them assume people want to work with you
assume people want to connect with you
assume people want to give you
information that will let you add value
to them and people they know why would i
instead assume a negative frame and
create into existence something that i
don't want i hope that makes sense so
the wrong thing to do in conversations
is never use a negative frame now real
quickly i want to just talk about what's
the right way to do it when you're
having these conversations what are some
right things to do whenever you're
talking to somebody well a lot of times
you're going to get negative you say
well you know
i've heard statements like that i've
heard
people say i'm sick and tired of hearing
from real estate agents aha
that's different you talk to a seller
let's say you're prospecting expired you
knock on the door and they go like or
you call them and they say i'm so sick
and tired of all your realtors blah blah
blah well now remember i told you a
negative frame is don't say i know
you're probably sick and tired of
hearing from agents however here's
something that can change it and that is
if they say it first
now watch this if they say it first the
right thing to do in a conversation is
to repeat
i know i couldn't do the delete because
it's not a computer repeat and affirm
so if they say i'm so sick and tired of
hearing you i'm sick and tired of
hearing from all your realtors now it's
perfectly appropriate for you to repeat
or reflect back to them what they just
said and acknowledge that oh so you're
getting hammered by agents i know it can
be just frustrating oh so you're
it's obviously i know you're getting
annoyed or sick so it sounds like you're
sick and tired of hearing from agents oh
i get it
i'm repeating what they're saying and
i'm affirming it now here's the
difference when i lead with it i'm
creating something
okay i'm speaking into existence
something i don't want right i'm
creating the negative thing when they
say it and i can repeat it and affirm it
something totally different is happening
and that is i'm connecting with their
their feelings i'm connecting with their
thoughts i'm connecting with their
emotions and saying i hear you i feel
you i know exact i understand what
you're saying i understand your emotion
whatever that emotion is whether it's
anger annoyance frustration irritation
whatever it is i get it i hear you and
so repeating and affirming is a way of
connecting with people
as opposed to leading with people now as
opposed to leading people in a direction
you don't want to go so when they go
negative now it's perfectly appropriate
to say oh i get it
oh so you're feeling this way oh so this
is happening
okay so when you ask them so i was
curious when do you think you might be
looking to make a move and they say oh
we have no plans to moving
got it so right now you really have no
plans to move good for you
now i i didn't create the negative frame
of them not wanting to move i simply
repeated and affirmed what they want
what they're thinking and so i'm just
i'm acknowledging with it and i'm
literally stepping alongside what
they're feeling so i'm talking to them
they say well we have no plans to move
oh good so you have no plans to move
good for you i'm literally coming
alongside them and acknowledging i hear
you and i'm excited for you that you
feel that way okay so i'm getting on
people's side and that's very powerful
in connecting with people so the first
thing you got to do is connect with
people and repeating and affirming is
one of the most powerful ways to do this
now a lot of this is what is using
strategies that is often associated with
neuro-linguistic programming in lp okay
if you're familiar with that a lot of
this comes from that however this is a
very powerful just a simple strategies
of influence a persuasion of learning
how to lead people and influence people
in your conversations so i'm going to
repeat and affirm what they're feeling
what they're thinking and simply in
doing so simply bring myself alongside
them and then the second thing is as i
do that as you repeat and affirm
especially if it's somebody that's gone
negative
once you repeat and affirm them then you
can reframe the conversation to lead
toward a yes
so let's go back to the expired you call
them you knock on their door i'm sick
and tired of hearing from your realtors
oh so i hear you you're i mean you're
hearing from realtors all day long i
know you're sick and tired of it i get
it so
if you had sold the home where were you
thinking of going next well we were
moving to da da da got it but we're just
getting bombarded with agents we're
tired of it i hear you so it sounds like
making this move is something you would
still like to do correct
now i did something just very simple
with them and that is your all you're
doing is very simply acknowledging i'm
repeating and affirming their
frustration and then i'm simply
reframing the conversation back
to what they want
and that is they when they if they're
unexpired they had the house on the
market they wanted to sell the house and
move they wanted to go somewhere they
wanted to do something different right
this was not the plan so i'm
acknowledging they're upset about the
plan failing however now i'm going to
reframe the conversation to focus on
what they did want okay i'm not going to
refrain i'm not going to say oh so
you're sick and tired of hearing
realtors great so i would like to apply
and
would you set up an appointment to come
let me list your house
all i'm doing is now talking about
things that they don't want to hear
about that i want to talk about so don't
talk about what you want to talk about
talk about what they want to talk about
which is what they wanted was not an
agent they didn't want to list they
didn't want all that stuff they didn't
want to have an appointment they wanted
to move
so if you could still make this move
happen if you could get your property
sold
and
make the move to san diego before the
end of summer is that something you
would still be excited about
well yeah i mean that's what we wanted
we really wanted to be there before the
way before the end of summer
so you wanted to be there before the end
of summer got it now what i just did was
completely reframe the conversation from
we're mad and sick and tired of agents
to but we want to go to san diego
and now i've got some influence and now
i can lead the conversation toward
the yes now here's the magic learn the
skills of what to say and how to say it
and then as you talk to people engage
those opportunities
and always expect
yes