Scripts and Objection Handling
If you get the feeling that a broker is reading from a script, they probably are. But most likely they are not actually reading. Oh no, they have memorized their scripts. Just ponder on this for a minute. And then go find someone genuine.
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So what are these scripts we’ve mentioned? Well brokers have written responses to a whole host of issues. Some they write themselves. But most come from services they subscribe to. Yes, subscribe to our coaching service and we’ll send you the top ten scripts for handling soon-to-expire listings. Then, we’ll send you our top ten most productive scripts every month.
Brokers take these, perhaps customize them a bit to suit their taste, memorize them, practice them with each other, and whip them out whenever they talk to people. Anyone. Because the scripts are endless.
A couple of notes on these things. First, most of these scripts are about convincing people to hire them (Client Acquisition) or convincing people to do something that they really don’t want to do. Brokers refer to the latter as objections, and the scripts are designed to handle or overcome objections.
And second, while the scripts usually have elements of the truth, they are designed to control the conversation. The broker knows your, say, three most likely responses, and has a canned response for each, leading the conversation in a way that benefits the broker.
If you are thinking that normal people are not so manipulative, I could not agree more. Normal people do not behave this way. But the real estate business is filled with this stuff.
Let’s take some examples:
Seller: We can always come down in price later.Broker: The higher a price is on a property, the less a seller needs to sell it…at least that is what brokers believe.Seller: Will you cut your commission?Broker: If a broker is so desperate that they don’t value their own worth…is that the type of person you want sitting at the negotiating table trying to negotiate a better price for you?Or,Broker: Well, I have mentioned all the things I am going to do to market and sell your home…which of them should we forego in order to lower my fee?
I love this one:
Seller: We want to think it over.Broker: I can appreciate that, making a logical decision is important…so tell me, what is it specifically that you’re going to have to think over?
At that point, dear reader, I assure you, it is time to ask the broker to leave. Firmly.
If you get the feeling that I don’t approve of the whole concept of scripts, you are right. Take the last one, above. Brokers are concerned that you may not call them back or may hire someone else, so they want to press you for an answer and a signature, right then and there. But surely a high integrity person would want you to think it over. Yes, even at the risk that you might not hire them. Using scripts demonstrates a lack of respect for clients and potential clients.
My examples above are simple. But these things can be quite elaborate: If this, then that, if not, skip to step three. If you are truly curious, just Google: “Real Estate Scripts.” You’ll find gobs of material on how to sound like a sleazy real estate broker. Yes, these things are sleazy.
And just think of the time involved to learn, memorize, and practice this nonsense. Time that could be put to more productive use. Maybe learning a new contract addendum or technology, familiarizing oneself with a new neighborhood, or reading a book on negotiation. Anything that might prove useful to the broker and her clients.
I also think there is a lack of self-confidence involved. I mean really, do these brokers not have enough confidence in themselves to hold up their end of a genuine conversation? I don’t think they do. Is there any other class of professional who behaves this way? It is just not normal.
If you are in the business long enough, you will hear all sorts of often contradictory and sometimes weirdly perverse rationale for these things. Examples: Scripts are completely customer-oriented and solely benefit the customer; and scripts should be a continuous recitation from memory, so don’t allow yourself to be thrown off by questions or other interruptions. And my personal favorite: Use scripts because you don’t want to allow the customer to control the conversation.
Just imagine the mindset involved here: Don’t allow the customer to control the conversation. The customer: You remember, that guy paying the broker a four or five figure commission. I can assure you these things are solely broker-oriented and solely benefit the broker. Yet the script-readers delude themselves that these things somehow benefit the customer, while at the same time minimizing any customer input or questions. And yet these brokers fail to see any contradiction here. Or maybe they do and they just don’t care. If the word steamroll comes to mind you would not be far off.
Brokers would rather be good with scripts than actually competent, or even simply forthright. And they can be very good indeed. Very slick. Have you ever thought to yourself, this person has an answer for everything? But in fact, the best script-readers are so good, they are difficult to detect. Oh sure, if you’ve read the script, you’ll know it when you hear it. But I don’t keep up with these things and I certainly doubt that you do either.
But there is a tell. It is not foolproof, but it seems to work most of the time. When chatting with a broker, do you ask yourself: Is it just me, or is this person difficult to talk with? You might think that he is not listening to you. Or, you’re not sure why, but it seems like the conversation is just a bit off-kilter. Maybe a little awkward or forced or tense, but for no obvious reason.
Well I am here to tell you, it is because you are not having a real conversation. Rather you are having a scripted exchange.
My advice: Kill it.
You don’t have to be rude about it, but end the er…conversation as swiftly as you can. Well, yeah, unfortunately with brokers, you might have to be a little rude. Of course, it is more difficult on the phone or in person, but you don’t have to respond to their emails or texts.
Like I said at the beginning of this chapter: Go find someone genuine.
If you cannot trust someone to have a sincere and genuine conversation with you, how on earth can you trust them with something as important as a real estate transaction?