Prequalify Potential Sellers YOU CAN SAY MOTIVATION Why are you selling? Where are you moving? How soon do you need to move/be there? What’s most important to you—price, timing, easy transaction? Something else? ABILITY How much do you owe on the property? How much of the proceeds from this home do you plan to use in the purchase of your next home? EXPERIENCE Have you ever sold a home before? (if yes) In this area? What did you like least and most about that experience and about the other real estate agents you have worked with? PROPERTY CONDITION I’m really looking forward to seeing your home—can you tell be a little about it? Have you made any upgrades or improvements? A remodeled kitchen, for example? What’s your favorite feature? PRICE How much are you hoping to get for the property? How did you come up with that number? Your listing presentation starts with your first conversation with the seller—asking questions to understand their motivation, ability, experience, property condition, and price expectation in order to create solutions to help them get what their emotional draw is to sell their home. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Educate Your Buyers YOU CAN SAY Committing to me as your partner in this home-buying experience is not you committing to purchasing a home. By signing a Buyer Representation Agreement, I am committed to professionally representing you and providing the service, time, and attention it takes to find and close on the home of your dreams. I am committed to protecting your best interests while minimizing conflicts, negotiating favorable terms, and ultimately providing the superior service that will make you a client for life. What I’m asking for is that same commitment for you to work with me. WWB Depending on your relationship with the buyer, there will be opportunities throughout the process for a substantive conversation about Buyer Representation. Refer to your state rules for specific timelines. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Better Homes and Gardens Agent Script Library Home / SOI / Open Houses / Circle Prospecting / Objection Handling / Sellers / Buyers / Referrals While your goal in any conversation is to sound like you, your goal in using scripts is to sound like you while getting powerful results. These scripts are suggestions, to get you started. IMPORTANT REMINDERS All Learning is Optional – As an independent contractor sales associate or independently owned and operated franchisee, you have a variety of resources and tools available to you. The educational materials, programs, or meetings are optional. This document may contain suggestions and best practices regarding specific issues you may encounter for you to use at your discretion. Affiliation/Recruiting – Nothing in this document is intended to create an employment relationship with you and Better Homes and Gardens® Real Estate. Any affiliation by you with a Better Homes and Gardens Real Estate franchisee is intended to be that of an independent contractor sales associate. Third–Party Materials or Video – Use of materials drafted by a third party and any related program or meeting are optional and  completely voluntary for you to use at your discretion. Furthermore, any statements in third–party educational material or made during any related program or meeting are not those of Better Homes and Gardens Real Estate. Any videos contain suggestions and best practices about specific issues you may encounter for you to use at your discretion to assist you in your business as a real estate sales associate. The views expressed in any program videos produced by independent third parties are not necessarily the views of Better Homes and Gardens Real Estate. Please note that any opinions, comments, or advice expressed by speakers or bloggers are their own and do not necessarily reflect the positions of Anywhere Real Estate Services Group LLC or its affiliates. If you are attending a live program, the facilitator or presenter of the program is not an employee of Better Homes and Gardens Real Estate. Better Homes and Gardens Real Estate provides materials to the facilitator or presenter as a guide for addressing the particular subject matter. Better Homes and Gardens Real Estate does not require the facilitator or presenter to follow the materials verbatim. Any presentation attended by you may contain information, anecdotes, or other material that has not been preapproved and is not endorsed by Better Homes and Gardens Real Estate. Copyright – © 2025 Anywhere Real Estate Services Group LLC. All rights reserved. Better Homes and Gardens® and the Better Homes and Gardens Real Estate Logo are registered service marks owned by Meredith Operations Corporation and licensed to Better Homes and Gardens Real Estate LLC. License – Subject to the Terms of Use, Anywhere Real Estate Services Group LLC hereby grants the user of these materials a non–exclusive, non–sublicenseable, non–transferable right to access and use these materials solely for purposes of educational advancement in connection with real estate brokerage and related activities of Better Homes and Gardens Real Estate LLC. The participant is permitted to access and use the learning materials only for so long as the participant is affiliated with Better Homes and Gardens Real Estate LLC. The participant shall not reproduce, alter, adapt, modify, display, perform, distribute or make derivative works of the learning materials, in any medium now known or hereafter developed, without written permission from Anywhere Real Estate Services Group LLC. The participant agrees that Anywhere Real Estate Services Group LLC solely and exclusively owns the learning materials and will continue to own all right, title and interest in and to the learning materials. The participant will not challenge said ownership, and agrees that no title or ownership in the learning materials or any associated intellectual property rights embodied therein is transferred to the participant under the Terms of Use. Scripts – Any sample dialogue or script contains suggestions and is not intended to be used verbatim. The sample dialogue is designed to offer you suggestions for what you might say in some of the most common situations you may encounter as a real estate agent. These words are only a guide, however. The most effective dialogue will be the one that is authentically your own. You are encouraged to review these sample dialogues if you believe they may be helpful and to think about how you would present these resources when the opportunity arises in your real estate business. You should always revise any sample scripts to ensure they are factually accurate. GENERAL GUIDELINES AND REMINDERS Better Homes and Gardens Real Estate fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each affiliated sales representative and broker is responsible for complying with any consumer disclosure laws or regulations. Each franchise is independently owned and operated. Wire Fraud – Wire fraud scams continue to affect the real estate industry. Given the ongoing risks of wire fraud previously shared by the Federal Trade Commission and the National Association of REALTORS®, it is imperative that brokers and agents continue to be vigilant to this very real threat. Advertising Guidelines – Claims in advertisements should be truthful, should not be deceptive or unfair, and should be fact–based. Do Not Call Registry – The FTC’s Telemarketing Sales Rule helps protect US–based consumers from fraudulent telemarketing calls and gives them certain protections under the National Do Not Call Registry. Companies also need to be familiar with rules banning most forms of robocalling. If you or someone working on your behalf is telemarketing, know the dos and don’ts before you plan your strategy. Similar laws may apply outside of the United States, including, but not limited to the CAN–SPAM Act, by way of example. • Before making a sales call, you or a third–party vendor you hire should determine whether the consumer’s phone number has been included on the National Do Not Call Registry and your company–specific Do Not Contact list. We recommend that you speak to your broker about compliance with these rules. • If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any state DNC list and your company DNC list (ii) do NOT use automated platforms and (iii) do NOT use artificial voice or pre–recorded messages. • We recommend that you review your local MLS rules and regulations regarding the proper use of listing data for other commercial purposes such as soliciting new clients or contacting expired listings. Website Considerations – If you have a website, you may consider Privacy Policies about how you intend to use any data you might collect over the Internet and incorporating terms of use. Copyright and Trademark Issues – Be mindful of using materials including but not limited to photos, videos, and music that may be copyrighted or trademarked. You must obtain permission to use any copyrighted or trademarked materials before using them. General Guidance – The information herein is intended for informational purposes only and is not intended, nor shall it be deemed, to provide or offer legal or financial advice or guidance. We recommend you consult with your own advisor when dealing with any of the issues visited herein. Top producers rely on scripts as a powerful way to streamline their conversations with sellers and buyers and overcome objections through proven dialogues. We’ve built this library not as a one-size-fits-all-needs, but in a way that you can take ideas from different sources to craft your own scripts that highlight your Value Proposition. We’ve also thrown in a few objection handling scripts to help guide you through some of those more difficult conversations. Go, explore, and learn. TCPA Certain state laws may be more restrictive. Consult with a local lawyer for more information.

Another Agent Will Take Lower Commission YOU CAN SAY Thank you for bringing that up. Let me ask you this: Is it more important to you to pay the least amount of money in commission or to net the most money from the sale of your home? (Wait for them to say, “net the most.”) Great! My List-to-Sale ratio is (number), while the average agent List-to-Sale ratio is (number). Did (Agent Name) talk about their List-to-Sale ratio? (Most likely, they will say “no.”) Why do you think that is? (Because it’s lower, or they don’t know their numbers.) I pride myself on my List-to-Sale ratio. My experience and expertise give me an edge, which in turn gives you an edge. Let’s do some quick math, if you don’t mind. (Have the seller net sheet calculations handy and do the math.) If I sell your home for 97 percent of list price, even with my commission, you are going to net (number). If (Agent Name) sells your home at 94 percent of list price with (percent) commission, you are going to net (number). OR Thanks for bringing that up! If (Agent Name) won’t even negotiate for their own commission, how do you expect them to negotiate for the value of your home?” Your job is to show how selecting an agent based on lowest commission isn’t setting them up for a successful selling experience. Explaining the value of your quality of service, your list-to-sale ratio and commitment to netting the greatest profit from the selling of a home provides strong rationale as to why the seller should choose to work with you. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Preferred Vendor YOU CAN SAY Hi, (business owner). I’m (your name) with (brokerage name) and I’m creating a list of preferred business and service providers to give to my clients and include in my real estate marketing. Since my clients often ask me to refer a good (profession), and you do such great work in our community, I was calling to see if you are accepting new clients and if it would be okay if I include you on my preferred vendors list? Great! Thanks! Do you have any clients who are interested in buying or selling a home or perhaps investing in real estate? IF YES Great! What’s their contact information? Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc.? Great. Can I use your name? I promise I’ll let you know if they decide to use me as an agent, and I will take great care of anyone who is a client of yours. IF NO OK, I appreciate you giving it some thought! And if you think of anyone, maybe people who are changing jobs/graduating/getting married, etc., please let me know! I look forward to chatting soon. In the meantime, let’s connect. (Share the online platforms where they can find you.) Connecting with vendors in the community allows you to create a preferred vendor list of trusted professionals that will improve your overall service to your clients. Building a relationship with a vendor allows the opportunity to increase real estate referrals, as you and the vendor can send business each other’s way. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Market Trends YOU CAN SAY If you love this house and you can picture yourselves living here, it might make sense for you to make an offer while interest rates are (check market rates and insert here). They're the (lowest / relatively lowest) rates on record (check updated market statistics and update the potential buyer here). You'll get more house for your money and the data that I follow shows no signs that housing prices will go any lower. In fact, the forecast is that prices may even go up a bit between now and the end of the year. Right now, you may also be competing against fewer buyers because there's still a lot of uncertainty with people's jobs. There are a lot of buyers that are holding off or delaying their home search process right now. Buyers look to you as an expert in understanding market trends. Educate your clients on local market statistics and support them in making informed decisions. Sharing your expertise builds a strong sense of trust with buyers, enabling a successful sale and potential networking opportunities for the future. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Is There Any Way We Can Negotiate This Compensation? YOU CAN SAY If I’m hearing you correctly, you would like to negotiate the compensation I receive for my services in your home buying transaction. I understand that you are concerned about the financial aspect of purchasing a home. This is one of the biggest purchases of your life. And that’s why you need an agent who knows how to negotiate for the best possible price for your home. If an agent is willing to cut their compensation, just like that, how do you think they will perform when it comes to negotiating on your behalf? And because my compensation is directly tied to the services I provide, I could not cut my compensation because I would never offer you less than my best. Don’t you want the best to help you through this transaction? WWB Buyers sometimes will ask to negotiate your compensation before signing a Buyer Agreement. Having a buyer understand the value you bring to the transaction will allow them to see why you are worth your full compensation. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

A Signed Buyer Agreement YOU CAN SAY My business is based on the word-of-mouth of my clients. As you talk about the sale of your home, I’m betting friends, family, and coworkers will share with you that they are considering buying or selling, too. I have been able to find your new home, helped you navigate the process, and have followed through on the things I’ve said I would do. Could I ask that at some point before we leave the closing table, would you share with me the information of at least one person you know who is considering selling or buying? With the close of a home comes an opening for new clients. A buyer has firsthand experience of your dedication and success in finding them their perfect home. After demonstrating your ability to conduct a successful sale, you can ask your buyer for a referral. Your client may be able to connect you with others who are looking to buy or sell a home. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Non-Occupant Homeowners YOU CAN SAY Mr./ Mrs. (owner name), I'm calling about (address). Do you still own that property? Great. I don't know if you've been keeping up with what's happening in the market here. It's an incredible time to sell if you wany to get more than asking or other incredibly favorable terms. Do you have any plans to do something different with the equity you've built over the next three to four years? I wanted to let you know that we've seen three years’ worth of appreciation in one year so it may be to your advantage to make those changes sooner. I'd love to walk you through what the market data says right now and how we can use that in your favor. Do you have some time now or would you like to talk tomorrow at (specific time)? Non- occupant homeowners may not be utilizing their vacation home or retirement investments. You can show homeowners how you can help them utilize current market statistics to maximize profit on the sale of their property. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

I Don’t Want A CMA YOU CAN SAY (Make sure to check the current market watch statistics about sales and inventory) Holding off on learning what your home is worth in today's market may impact you financially. Getting an updated CMA is important because market conditions are shifting rapidly and that could affect the value of your home. Last month’s statistics from the National Association of Realtors showed a decrease in existing sales and a slight increase in listings inventory. This could be an indication that buyers are getting tired of competing in multiple- offer situations and not finding listings that meet their search criteria. My job is to provide you with the most accurate data so you can know exactly how the value of your home has been impacted by the market. I just need a few details about your home, and then I can send you the updated CMA or drop it off to review it together. The benefit to you is having real- time data that will help you make informed decisions. Can we have a quick call tomorrow around (time)? It can feel frustrating when a seller states that they aren’t interested in a CMA, as home listings are historically low across the United States. Using a Benefits statement allows you to educate the seller on the value of a CMA and how it can help them to make an informed decision. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Starting A Conversation YOU CAN SAY Hi, my name is (your name). I’m a real estate agent with (brokerage name.) (Insert name of person that gave you referral) asked me to speak with you about your upcoming real estate needs. (Name of person who gave you referral) told me you are looking to sell/buy/rent/invest—can you tell me a little bit more about that? How can I help you? MAKE AN APPOINTMENT TO MEET Great, I’d love to help you with that. I can see you today at (time) or tomorrow at (time). Which is better for you? IF THEY DO NOT HAVE AN IMMEDIATE NEED Do you know anyone who is interested in selling or buying real estate? IF YES Great! Thanks! Anyone else? Anyone who is changing jobs/graduating/getting married, etc.? Great. Can I use your name? It would be a privilege to take care of anyone who is a friend or acquaintance of yours. I’ll let you know if they decide to use me as an agent. If anyone else comes to mind, please let me know! Thanks! IF NO Thank you for taking a moment to think about that. I’d like to repay the favor. You know, I share updates to our friends, family, and past clients to keep them informed on the market. I would be happy to do the same for you. Can I verify your email address? Once you have established a sphere of influence who gives you referrals, you can begin to reach out to those referrals. The key to turning a referral into a new client is making a connection with them. You may even gain an opportunity to gain more referrals just from establishing that one strong connection. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.

Lead With Buyer Appointments YOU CAN SAY Welcome! My name is (your name). I’m a real estate agent with (brokerage) and work with many buyers and sellers in this area. What is your name? (Introduces self) It’s a pleasure to meet you. For safety and security, the sellers want contact information on every visitor who comes through, so please sign in on the iPad. What brought you to this home today? (we’re looking to buy) I hope this property is perfect for you! Even if it’s not, please check back in with me and let me know what you liked and disliked. Your feedback will be helpful for the sellers. (visitor tours home alone) What do you think... is this a home you can picture yourself living in? (it’s not for us) Tell me about the right home for you—what are your must have features? How many bedrooms/bathrooms? What is your price range? Do you currently own a home? What do you love about it? What do you wish was different? Do you need to sell your current home before you can buy? I would be happy to help you in your search. I often know about new listings before they go online and can show you any property listed. Let’s get together and talk about the specifics of what you need so I can get to work for you!” I’m free as soon as I am done here. Does 4 p.m. today work for you? Or 3 p.m. tomorrow? What’s the best phone number and email for you? You have a captive audience with potential buyers looking at your open house. Strick while the iron is hot! If the prospective buyers are not interested in that property, use your knowledge of the local market homes for sale to discuss other properties and set up an appointment with them. Next Previous You are free to use the recommended best practices in these materials for your consideration. These scripts are not intended to be used verbatim, and they should always be modified for accuracy. If you choose to make contact by phone or text (i) check phone numbers against the federal DNC registry, any applicable state DNC list and your company DNC list (ii) do NOT use autodialers and (iii) do NOT use artificial voice or pre-recorded messages, this includes those you haven't spoken to in a while. Emails must follow the rules. Emails must be clear it is a solicitation and provide the consumer with an opt-out. Also, before calling or texting referrals, those numbers need to be checked against all applicable DNC lists. Get prior, express, written consent before texting or using artificial or prerecorded messages.