The short answer
A real estate new lead call script has seven moves: open by naming what they just did, check the time, ask what caught their eye, ask for a short discovery call, ask what to filter out, get permission to send homes, and read their criteria back. Then log the stage, note and next task.
Below: the script word for word, which opener fits which lead, the voicemail and text, and what to say when they push back.
The script isn't there to make you sound smart. It's there so you can listen. A lead who registered five minutes ago is still at the computer. It's the easiest call you'll make all day, and most agents blow it by pitching.
Step by step: the real estate new lead call script
- The open. "Hi (first name), this is (your name) with (brokerage). You were just looking for information on my website. I thought I'd call to say I could be of service." Short, warm, no pitch. You're pointing at something real they did a minute ago.
- Check the time, every single time. "Is this a bad time? If it is, just tell me and I'll get out of your hair." It tells them you're a person, not a robocall, and it gets you a yes before you ask for anything. If it is a bad time: "I understand. Is later today better, or tomorrow morning?" Two options. Put the callback in your CRM before you hang up.
- The question that does all the work. "What was it about that one that got your attention?" Now stop talking. This one question does the work of the next ten minutes.
- Ask for the discovery call, after you've listened. "That helps a lot. I'd like to set up a quick call, fifteen or twenty minutes, to understand what you're really after so I can figure out how to be of service and help you hit your goals. Does Thursday at 5:30 work, or is Saturday morning better?" Don't ask in the first thirty seconds. You haven't earned it. Always give two times, never "when works for you." That discovery call is your buyer consultation.
- Get the search right. "If I set this up so you only get the ones worth looking at, what should I be filtering out?" People tell you their real criteria when you ask what to remove, not what they want.
- Ask permission to go to work. "Here's what I'd like to do, with your permission. I'll start looking today and email you the ones that fit what you just told me. Is that alright?" That yes is permission to be in their inbox, and you're now the agent already working for them.
- Read the criteria back. "Right now I have you at (price range), (beds and baths), in (areas). Want to change any of that before our call, or should I run with it?" This is the highest-value thirty seconds of the call. Either they confirm it, or they correct you and you just saved three weeks of emailing houses they'll never want.
- Log it before you leave the record. Two-line note (what they want, what you agreed to), stage, tags, the saved search checked against what they said, and a dated next task.
Which opener fits which new lead?
| Lead type | Open with | Ask for next |
|---|---|---|
| Viewed or asked about a listing | The street or the home they looked at | A showing or a discovery call |
| Signed up for a saved search | The area and style they searched | Permission to tighten the search |
| Home value request (seller) | "You asked what your place might be worth" | A short visit to give a real number |
| Showing request | The day and time they already picked | Confirm the showing. Never ask "what day works?" |
| Came back to the site after weeks away | "Saw you were back looking at (area)" | What changed, then a showing |
For seller leads, use the seller lead call script. For showing requests, see the showing request SOP.
No answer: the voicemail and the text
Voicemail, under fifteen seconds: "(First name), it's (your name) with (brokerage). You were looking at (street) today. I've got a couple you haven't seen. Call or text me back at (your number), any time." Say the number twice, slowly.
The text, right after: "Hi (first name), (your name) with (brokerage). Just left you a voicemail about (street). Want me to send you the ones like it?"
A question they can answer with one word gets answered. A statement doesn't. Then call again tomorrow, and every day until you reach them. See the nine-day call rule.
What do I say when a new lead says "just looking" or "I have an agent"?
- "Just looking." "Perfect. That's how everybody starts. Want me to send the new ones like that the day they hit, so you're not digging?" More in the just looking objection.
- "Just send me listings." "Done. I'll set that up today. One thing so I don't waste your inbox: what should I leave out?"
- "I already have an agent." "Great, I'm glad you're taken care of. I'll make sure you don't get calls from us." Tag it and stop the alerts. See we already have an agent.
- "How did you get my number?" "You signed up on our site to look at homes. If you'd rather not get calls, I'll take you off right now." See how did you get my number.
A worked example (illustration only)
Agent: "Hi Jordan, this is Pat with Main Street Realty. You were just looking at homes on my website, and I thought I'd call to say I could be of service. Is this a bad time?" Lead: "No, it's fine." Agent: "What was it about the house on Birch that got your attention?" Lead: "The yard, honestly. We've got two dogs, and our lease is up in May." Agent: "That helps. If I set this up so you only get the ones worth looking at, what should I filter out?" Lead: "Nothing with an HOA. No busy streets." Agent: "Got it. Three bedrooms, a real yard, no HOA, that same area. Want to change anything before we talk, say Thursday at 5:30 or Saturday morning?"
Illustration only. Names are made up.
How to explain it to your client
The "client" here is the lead who asks, "Why are you calling me?"
"Honestly, just to help. You were looking at homes, so I want to make sure you only get the right ones and that someone can answer your questions. If you want to see something, I'll set it up. If not, no pressure at all."
Watch-outs
- Call from your CRM number, not your personal cell. The call gets logged, the client's history is in front of you when they call back months later, and your cell stays yours.
- Don't pitch. If you're talking 70% of the time, you're losing.
- Skip "just checking in," "no worries" and "is that okay?" See phrases to never say.
- Ask everyone the same questions. Fair housing: talk about homes, money and timing, never about who belongs where.
- No promises on price, rate or timing.
Keep going
- All script pages: Leads and scripts training
- Next: how to call internet leads, LPMAMA buyer questions, the old lead callback script
- Practice it before you dial: the AI Role-Play Coach plays a buyer or seller on the phone, then scores you on 5 skills and gives one fix.
- Free download: The PadLeaders Playbook, seven systems written as a checklist you can use this week.
This is training for real estate agents. Follow federal and state calling and texting laws and your brokerage policy.
Questions
How fast should I call a new lead?
Inside five minutes. See the 5 minute rule.
Should I ask if it's a good time to talk?
Yes. "Is this a bad time?" gets you a quick yes and tells them you're a person, not a robocall.
Should I mention the exact home they viewed?
Yes. Open the lead's website activity before you dial. A street name turns a cold call into a helpful one.
What questions should I ask a new buyer lead?
Location, price, timing, motivation, and whether they have an agent or a lender. Three of those on call one is a good start. See LPMAMA.
What if they say "just send me listings"?
Agree, then ask what to leave out. You get the search and a criteria answer without a long call.
What's the goal of the first call?
A next step with a day and time: a discovery call, a showing or a lender conversation.
Brian Lee Burke is the founder of PadLeaders, a Colorado real estate broker licensed since 2003, team leader of The Kenna Group at Keller Williams DTC (formerly Kenna Real Estate Group) and the author of Mastering Real Estate and The Real Estate Playbook. More about Brian.