Script That Turned 300 Inexperienced Undergrads Into Top Realtor ISAs

Josh Cunningham founded rokrbox to solve the #1 complaint he heard from real estate agents - the struggle to effectively follow up with online leads.

Since then, his team has worked over 2 million internet leads.

As the ultimate craftsman, Josh has turned the lead follow up process into a science.

In fact, he's gotten so good that he's been able to train over 300+ inexperienced Texas A&M undergrads into top-performing real estate ISAs.

Many of whom serve real estate teams that use CINC.

Josh has crafted a recipe for success under his belief that the human element is irreplaceable and that the majority of conversions still come from real, live phone calls.  He is also a big believer that there are exponentially more leads than transactions, and that the agents who pick up the phone are the ones who get the commission check.  He joined us for CINC Rev 2022 (access the full vault here) to share the 4 step "C.A.R.E Script for Navigating Any Sales Conversation" that he uses to train his team (watch video below).

C - Contact

Say you're reaching out to a new lead named Mark. Here’s how the contact portion of the conversation would go: 

“Hello? Is this Mark? This is Josh with ABC Realty. How's it going today? Great. Well, I notice you registered on our website, and I wanted to call to welcome you and see how we could help out with your home search.”

Take note of a couple of things here. The first is what Josh calls a micro agreement. It’s a tonality tool or an upswing in dialogue that can be used to trigger someone’s subconscious mind that they should be agreeing with you. What you’re doing is getting the prospect to make micro-commitments in their subconscious mind that this is a conversation they need to be a part of. This isn’t some cold call from a complete stranger they have no idea what they’re calling for. You want to give them the feeling that they should expect and know who you are and the company you’re calling from. 

A - Asking all the questions

"Mark, I notice you registered on our website, and I wanted to call to welcome you and see how we can help out with your home search."

You're asking an open-ended question– “How can I help you with your home search?” Versus a closed-ended question – “Can I help you with your home search?” which can be answered with either a yes or a no. That’s not the situation you want to find yourself in. These first two tips alone are going to get you so much further into the conversation than if you weren’t using the right tonality and if you were only asking yes/no questions. Now that you’re in the conversation, think about the most important questions you need to be asking to determine how you can help someone purchase a home.

• What location are you looking to purchase in and what's your maximum price?
• Are you thinking of buying in the next couple of months or within the next year?
• What's your motivation for looking at homes at this time?
• Are you renting right now, or do you have a home you would want to sell first?
• Have you already met with a lender to determine what you qualify for?
• Have you been out looking with any realtors or agents, or are you just searching online?

There are a couple of things you’re trying to determine with this set of questions. The first is the timeframe. Then the more difficult, but arguably more important answer to glean is the motivation for that timeframe. If you can get an answer to that question, it can open so many doors for the remainder of the conversation. Another question that so many people forget to ask is “Do you have a home to sell first?” You ask that here by saying, are you renting right now or do you have a home you would want to sell first? If someone has a home to sell and they're also looking to buy, that could be a two-sided deal for you right there. It's such an easy way to increase your production by just simply adding one more question to your script.

R - Recommend

Now that you have all your questions answered and you’ve determined where the lead is in their home buying process, it’s up to you as the expert to guide them and make a recommendation.

Here’s a simple, key phrase to remember as one of the easiest ways to lead into a recommendation so that you sound like a trusted expert and advisor, rather than a pushy salesman. The phrase is, “Based on what you’ve told me, I would recommend… “

This essentially says that you’ve taken their needs, motivations, wants, and desires into account, and you're now prescribing them the exact solution to meet their goals. Here are a few different scenarios with different steps that you might recommend.

1. Let's say they're a long-term buyer. They're not going to buy for a year. Here's a simple recommendation - "Well, based on what you've told me, I recommend we keep in touch. I'll go ahead and set myself a reminder to reach back out to you in the future and check in again and see how we can help you then."
2. Let's say that you've determined that someone is in a position where they might need to meet with a lender to get a financial plan in place and figure out how or when they might be able to buy a home. You might say, "based on what you've told me, I recommend that you have a conversation with your preferred lender to get a better idea of what you may qualify for financially."
3. Let's say they're motivated to buy. They're in that 90-day window, and they want to move forward and buy a home. At that point, you would say, "based on what you've told me, I would recommend you meet with one of our home buying experts to put a plan in place to get you closer to your dream home." If that expert is you, make that recommendation instead.

When you make a recommendation, use that phrase coupled with strong and assertive language. Remember, you're supposed to be an expert. When people have problems, they want them solved by an expert professional who has their best interest in mind, who’s willing and able to serve them and help them achieve what they want to achieve. You should know what's in your prospect's best interest. So prescribe it.

E - Encouragement

Now it’s time to wrap up the call. You've made your recommendation. You've been assertive. You've been authoritative. It's time to set the expectations for the next steps in the process, whether that's meeting with you, or meeting with another agent, or simply keeping an eye out for the emails. You need to wrap up the call, set the right expectations, and end it cordially. 

Bonus tips to make this script work for you

• Add value throughout the entire call. Give approval and repeat the most important things they say. Match their pace and tonality. Use the same words and phrases. Make them aware of the resources available to the. Listen to understand.
• Don't accept generic or vague answers. 
• Be at ease with one another. Demonstrate comfortable professionalism. 
• It's not your responsibility to be the resource, but it is your responsibility to be resourceful. You might not always have the answers, but you can find them.
• Take the authority position and lead the conversation by asking questions. If for some reason, the prospect starts asking questions to you, always answer each question of theirs with a question of your own. The person asking questions is in control of the conversation.