The three-ask script is how I teach agents to call the people in their database who aren't thinking about real estate, which is about 85% of them at any given moment. The goal isn't to find the one who's ready. It's to earn the right to stay in touch with everyone else. Three questions, then a permission line. Most people say no to the first two. The third one is the opening.
The short answer
Ask about their own plans, ask who they know, ask who they trust. Then ask permission to stay in touch with useful information. That yes is the whole point of the call.
Step by step
Ask one: their plans. "Are you looking to buy, sell or invest in real estate in the next twelve months?" Most will say no. Good.
Ask two: who they know. "Understood. It's a good thing not everyone is ready at the same time. We'd have a problem on our hands if they were. While I have you, I wouldn't be doing my job if I didn't ask: who do you know we should be talking to about real estate?" Most will still say no. Keep going.
Ask three: who they trust. "I appreciate you thinking about it. One last question. If and when the time comes for you to make a move, or if someone asked you for a referral, who do you trust in the industry?" Most will say nobody. That's the opening.
The permission. "When the time comes that you need a trusted local expert, we want to make sure you're taken care of. Would it be alright if we stayed in touch now and then, with market trends and what your home might be worth? I promise we won't blow up your phone or your inbox. We just want the chance to earn your trust before you need us. Sound good?"
That yes is the whole point of the call.
After the call
- Note their answers, especially anything personal they shared.
- Set them to your nurture stage with a quarterly touch.
- Start a home value update if they own.
- If they named someone, ask permission to reach out, and log the referral source.
- Set the next touch date.
A worked example (illustration only)
Agent: "Are you looking to buy, sell or invest in the next twelve months?" Contact: "No, we're staying put." Agent: "Understood. While I have you, who do you know we should be talking to about real estate?" Contact: "Nobody comes to mind." Agent: "I appreciate you thinking about it. If someone asked you for a referral, who do you trust in the industry?" Contact: "Honestly, I don't really know anyone." Agent: "Would it be alright if I stayed in touch now and then, with what's happening in the market and what your home's worth? I won't blow up your phone." Contact: "Sure, that's fine."
Stage: nurture. Home value update: on. Next touch: 90 days.
Illustration only.
How to explain it to your client
If a contact asks why you're calling when they're not moving:
"Most people aren't, and that's fine. I'd just rather be someone you already know and trust when the time comes, for you or someone you care about, than a stranger you have to find."
Watch-outs
- Don't skip ask three. It's the one that creates the opening.
- Don't oversell the permission. "We won't blow up your phone" is a promise. Keep it.
- Respect a no on staying in touch. Mark it and move on.
- Calling rules apply to your sphere too if you're using lists or dialers. Follow federal and state rules and your brokerage policy.
- Never ask about protected characteristics when someone mentions a referral. Ask about the person's housing plans only.
This is training for real estate agents. Follow federal and state calling laws and your brokerage policy.
Questions
Who should I use the three-ask on?
Past clients, sphere, old leads, anyone in your database who isn't in a transaction.
How often can I call the same person?
Quarterly is plenty for most. Bring something useful each time.
What if they say they have an agent they trust?
"That's great. I'm glad you've got someone." Then ask permission to send market updates anyway, or move on.
What if they give me a referral?
Thank them, ask permission to reach out, and follow up within a day. Then tell them how it went.
Is this the same as cold calling?
No. These are people who already know you or asked you for something.
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.