The Best Real Estate Scripts that Get Appointments: The Power of Frames - Kevin Ward

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 there 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 they're 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 got to 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 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

uh scripts in real estate script books and real estate real estate real estate training materials with the scripts 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 make 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 I here's 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 uh programs or real estate training materials and I'm just like ah 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 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 $30,000 or a car that's $300,000 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 $30,000 car and the other a 00,000 car kind of sounds like real estate agent incomes right I mean two got 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 ah 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 leads toward a no so here's some that I hear a lot my favorite oh no wait my favorite I I'll do this is 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 add 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 upfront now if you are not if 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 Bugg you so in the old world of David lman 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 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 univer 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 expect ation 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 cuz they're

going like well no you're actually the only this first agent you're the first or second agent that's 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 going to 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 relationship it may be used in negotiating why would I start out by saying okay we're this is going to upset you okay don't expect people to get upset okay they 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 last 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 mentioned it yeah it's kind of offensive again why are we expecting why are we putting it out there that that that they're going to be offended by this why would you speak into the universe into their subconscious mind the 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 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 and you say well you know I've heard statements like that I've heard uh 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 you 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 on the computer repeat and affirm so if they say it I'm so sick and tired of hearing I'm sick and tired of hearing from all your reals 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 they say it and I 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 Nail's perfectly appropriate is like 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 to 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 uh often associated with neural 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 now well we were moving D 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 you're 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 an expired 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 refra I'm not going to say oh so you're sick and tired of hear from realtor is 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 a 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