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

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In this video Kevin talks about real estate scripts that work to help you get more appointments by using positive frames which is an NLP technique that is very important to understand.

Have you ever heard someone one say (or thought to yourself), real estate scripts all sound pretty much the same?” It’s true. And it’s also true that most cars really look pretty much the same too! Right?

It’s the differences that matter. It’s the differences that make one new car worth $30,000 and another new car the exact same size worth $300,000. (Almost sounds like the difference in some real agents’ incomes. Both may work hard, but somehow one gets dramatically different results.

THE GOAL

Obviously the primary goal of using scripts is to get, “Yes.” It’s to inspire (or convince) a prospect to say “yes”…to set an appointment with you, or to list their house with you, or to sign a contract to buy or sell a piece of real estate. Scrips are simply strategic conversation maps designed to lead to the “yes.”

So…if you want to become more effective at getting appointments, and listings and sales, become better at know what to say and how to say it to inspire more “yes’s.” That’s where the power of verbal frames can help…if you understand how to use them. Frames is a term often used in NLP (Neuro-Linguistic Program), that basically refers to how words and language “frames” a thought, feeling, or any communication.

In the video blog, I explain in detail the right way and the wrong way to use frames and give more examples. Here is a basic overview:

WRONG: Using negative frames.

Never create a negative frame in your conversation. A negative frame is basically assuming or speaking an outcome that you don’t want. It is casting your question or statement as if you are expecting or preparing for a negative response (in other words, a response that you don’t want).

Here are some examples of some common negative frames in real estate conversations or scripts:

“You’re probably not looking to move right now….but when do you think…”

“I’m sure you’re already getting swarmed by agents calling you…so I just wanted…”

I know you’re sick and tired of hearing from agents…so I’ll make this brief…”

“Would you be terribly offended…if I asked for your phone number?”

“I know you’re not going to like hearing this…but…”

“Sorry to bug you….”

Here is the universal law that is at work here: You tend to get what you expect. And it’s true in business and in life and in relationships and in everything…you tend to get what you expect. So why would you speak as if you are expecting an undesired outcome?

RIGHT:

1. Repeat and affirm their statement.

Now, If they say a negative statement first…then it’s perfectly appropriate to acknowledge their statement by repeating and affirming their thoughts or feelings. When you reflect back their statement and acknowledge it, you are bringing yourself in alignment with them. In other words, you are getting on their side! And that is very powerful. They created the negative frame, you you are simply connecting with them through their statement.

2. Reframe to a desired outcome.

Now that you’ve connected with them, you can now begin to influence or lead them by reframing the conversation to a desired outcome. In other words by bringing up an outcome that they do want and that you can help them achieve.

Watch the video for some great examples of how to put this into action in your business.

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Closed Caption:

hi there it's kevyn orr 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
challenges 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 the wrong
things to say
because they get you what you don't want
rather than what you do it so let's talk
today about scripts that actually work
and you gotta understand first off and I
think we're all on a we would all agree
with this that the goal basically you
rotate 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 when 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
it affectionately referred to them as
stupid realtor scripts which means they
just don't work we say om and we see
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 is a 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 and
real estate so there was one of the
wrong uses that I want to talk about
today is don't you
use what we call negative frames don't
use a negative frame and that is where
we take a conversation 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 results
you don't want and so actually I happen
to have right here are 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 agent I've heard every single one
of these multiple times and a lot of
these are actually in real estate
training programs 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 that examples is that
people say we're 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 think they all
have more in common than they have
differences and yet they're brand new
cars out there right now that you can
buy there were thirty thousand dollars
or a car that's 300,000 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 thirty thousand dollar car and the
other a $300,000 car kind of sounds like
real estate agent in comes right
I mean to get two agents both them can
be working hard and one makes 30,000 a
year and another makes three hundred
thousand 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 sort enough
so here are some that I hear a lot
my favorite I don't know what my
favorite I'll do this is my last of my
favorite
so here's a great one how about this one
listen I'm so sorry to bug you but would
you blah blah blah
ok why would I see this why would I
start out apologizing when I'm about to
ask for business or I'm about to ask
prefer to be able to add value to them
or somebody they know why don't you
whatever start out with an apology
here's the Assumption here is 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 about you so in the old
world of David Letterman
I think it sound effect i don't know
what's up ok so number number two
second- frame a second thing you don't
want to use this
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 your door
knocking and say hey look I'm you know
I'm Kevin ward of a local real estate
agent
I know you're probably not planning to
move okay no 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 it
now here's the law that comes into
effect this the universal verte 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
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 head 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 a 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 will
know you're actually the only this first
agent you're the first or second agent
is calling 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
I love this one I know you're not gonna
like to hear this
I know you're not gonna 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 ok where
this is going to upset you
ok don't expect people to get upset ok
then they're not going to like it
why would I didn't emphasize the fact
that they're not going to like it so
don't ever lead with a negative frame of
your not going to like this so this is
probably 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 slap save the
best for last
I at this one I just this is when you're
meeting people and when you want to get
their contact information because look
getting those contact information is how
you really establish a relationship and
this is one of the absolute was it
drives me crazy
would you be offended if I asked for
your phone number
I've even seen one this would you be
terribly offended if I asked for your
phone number
well I would 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 gonna
be offended by this why would you speak
into the universe into their
subconscious mind that old the even be
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 soon
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
what 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 what
a lot of times you're going to get
negative me so well you know i have
heard statements like that I've heard
people say I'm sick and tired of hearing
from real estate agents haha that's
different you talk to a seller let's say
you're prospecting expired you knock on
the door and they go like are you call
them and they say i'm so sick and tired
of all your Realtors 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 at 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 a firm
so if they say I'm so sick and tired of
hearing me 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
sit and acknowledge that
oh so you're going to hammer pages i
know it can be just frustrating
oh so you're excited it's obviously I
know you're getting annoyed or sickness
so it's not 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 and here's the difference
when I lead with it i'm creating
something
ok i'm speaking into existence something
I don't want right
I'm creating the negative thing when
they say it
and I could repeat it and a firm it
something totally different is happening
and that is
I'm connecting with their in their
feelings i'm connecting with their
thoughts I'm connecting with their
emotions and saying I hear you I feel
you
I know exactly I understand what you're
saying I understand your emotions
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 it's supposed to leading people in
the direction you don't want to go
so when they go negative now it's
perfectly appropriate that I get it
oh so you're feeling this way also this
is happening ok 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
aight i didn't create the negative frame
of them not wanting to move i simply
repeated and affirmed
what do they want what they're thinking
and so I'm just I'm acknowledging with
it and I'm literally stepping along side
what they're feeling so I'm talking to
them they say well we have no plans to
move out good so you have no plan is
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
ok so i'm getting on people side and
that's very powerful and connecting with
people
so the first thing you can 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 NLP 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 of
persuasion of learning how to lead
people and influence people in your
conversations
so I'm going to repeat in a firm what
they're feeling what they're thinking
and simply and in doing so simply bring
myself
alongside them and then the second thing
is as I do that
as you repeat in a firm especially if
it's somebody that's gone negative
once you repeat and a firm then you can
reframe the conversation to lead toward
a yes
so let's go back to the expired you call
him you're not going to i'm sick and
tired of hearing from your elders up
oh so I hear your time in your hair 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 the DA got it but
we're just getting bombarded with agents
were 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 you 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
ok I'm not going to refrain i'm not
going to say oh so you're sick and tired
of here from Realtors great so i would
like to apply and what we 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 don't want to have an
appointment
they wanted to move so if you could
still make this move happen if you can
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 oh 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 where mad
and sick and tired of agents to but we
want to go to San Diego and now I've got
some influence and I can lead the
conversation toward the yes
now here's the magic learn the skills of
what to say how to say it
and then as you talk to people engage
those opportunities and always expect
yes