The 17 Best Real Estate ISA Scripts (Free Library)

Script 1 — Web lead, immediate call (LPMAMA opener):

"Hi {{first_name}}, this is {{agent}} with {{brokerage}}. I just got your note about {{property_address}}. I have it pulled up — quick question: are you looking to see it this week, or doing earlier research? ... Got it. Tell me a little about what you're looking for — are you focused on {{neighborhood}} specifically, or open to nearby areas too?"

Script 2 — Web lead, SMS first-touch:

"Hi {{first_name}} — {{agent}} from {{brokerage}}. Saw your note on {{property_address}}. Are you free for a 5-minute call now, or is later today better?"

Script 3 — Listing inquiry, voicemail:

"Hi {{first_name}}, this is {{agent}} from {{brokerage}} — calling about {{property_address}}. I have answers to the questions you can't see in the listing — recent comparable sales, days on market, seller's timeline. Best number to text or call you back is {{their_number}} — when can you talk?"

Script 4 — Open-house lead follow-up (next morning):

"Hi {{first_name}}, this is {{agent}} — we met yesterday at the open house on {{address}}. Quick question: was {{property_address}} closer to what you're looking for, or were you still in the research phase? ... I have three other listings that match what you said you needed — want me to text them now and you can tell me which ones to schedule?"

Script 5 — FSBO outbound:

"Hi, is this {{owner_name}}? My name is {{agent}} with {{brokerage}}. I see you have your home at {{address}} listed for sale by owner — congratulations on going for it directly. I'm not calling to talk you out of it. I'm calling because I've sold {{n}} homes on your street this year, and I have buyers who might be a fit. Would you be open to me sending those buyer profiles to you?"

Script 6 — Expired listing:

"Hi {{owner_name}}, this is {{agent}} from {{brokerage}}. I noticed your home at {{address}} came off the market last week without selling. Before you re-list, I'd like to share what I'm seeing in your neighborhood that might explain why and what would change the outcome. Can I send you a one-page summary, or would you rather talk for 10 minutes?"

Script 7 — Just sold farm:

"Hi {{neighbor_name}}, this is {{agent}} from {{brokerage}}. I just closed on {{address}} down the street for {{sold_price}}, which is {{X%}} above the asking price. I'm calling neighbors because that sale just changed what your home is likely worth. Want me to send you a quick estimate?"

Script 8 — Past client annual check-in:

"Hi {{first_name}}, it's {{agent}}. Quick check-in — it's been {{years}} since we closed on {{address}}. Anything coming up: family changes, work moves, anyone in your circle thinking about buying or selling?"

When you have the prospect on the line and they have a few minutes, this is the 6-step structure to qualify them properly. Each letter is one question with one or two follow-ups.

L — Location: "Where are you focused? Any neighborhoods on the list, anywhere you're ruling out?" (Look for: specific zips, school districts, commute boundaries.)

P — Price: "What price range are you comfortable with — what does the bottom and top look like?" (Look for: realistic range for the location, awareness of recent comps.)

M — Motivation: "Help me understand the why-now — what's the move tied to?" (Look for: lease ending, school year, job, family change. No motivation = nurture, not appointment.)

A — Agent: "Are you currently working with another agent — signed with someone or just talking?" (If signed BRA elsewhere → end conversation gracefully and respect the agency relationship.)

M — Mortgage: "Have you talked to a lender yet, or do you want to start cash?" (Look for: pre-approved, getting pre-approved, needs a lender referral.)

A — Appointment: "Based on what you told me, I'd like to set you up with {{agent}} for {{type}}. Does {{specific time}} work, or is {{alternate}} better?"

Script 9 — "Just sending me listings":

"Absolutely — I can send listings. To send the right ones I just need 60 seconds: are you focused on a specific area, what price range, and how soon do you want to move? ... Great, let me set up a saved search and text you the top three matches today."

Script 10 — "We're a few months out":

"Totally fair. The reason I'd still want to talk now is that the inventory and the rate environment change fast — if I know what you're looking for now, I can send you a heads-up the moment something fits, instead of waiting until you're ready and racing to catch up. Is 10 minutes Tuesday or Thursday better?"

Script 11 — "We have a friend who's an agent":

"That's great — and if they're the right fit, I want you working with them. The reason I called is just to make sure you've gotten current numbers on {{address}} — that's usually where people lose money even with a friend on the deal. Want me to send you the comps and you can share with your friend if helpful?"

Script 12 — "How much do you charge?":

"On the buy side, our commission is paid by the seller in 95%+ of cases — you don't write a check to me at closing. We do have a Buyer Representation Agreement we sign before we tour, which is a standard requirement in our state. Want me to send you the one-pager so you can read it before we meet?"

When you run an AI conversational agent (SMS or voice), you do not write a script — you write a system prompt. Five rules that take a generic ChatGPT and turn it into a working AI ISA:

Rule 1 — Persona and scope. "You are {{agent_name}}, an inside sales rep for {{brokerage}}, licensed in {{state}}. You only discuss residential real estate in our market. If asked about anything else, politely redirect."

Rule 2 — One question at a time. "Ask one question per message. Never combine questions. Wait for the prospect's answer before asking the next one."

Rule 3 — LPMAMA order. "Run the conversation in this exact order: Location, Price, Motivation, Agent, Mortgage, Appointment. Do not skip steps. Do not loop back unless the prospect introduces new info."

Rule 4 — Compliance hard stops. "Never promise a specific home value, never make a Fair Housing-violating recommendation (no neighborhood ranking by demographic), never give legal or tax advice, never quote interest rates."

Rule 5 — Escalation triggers. "If the prospect asks for a specific property valuation, a contract question, a mortgage pre-approval, or to speak to a human — hand off to a live agent and confirm the handoff in the next message."