5 tips for writing and improving real estate recruiting scripts

July 27, 2021

How to write real estate recruiting scripits the right way

Admittedly, recruiting real estate professionals can be a challenge since the market can be quite volatile. A single unprecedented event can throw the industry into disarray, which can both, directly and indirectly, influence recruitment.

In addition, a good number of the most talented agents, brokers, realtors, and real estate virtual assistants are also those who have been in the industry for a long time. This means that they probably already have a great job and can thus be more difficult to convince to jump ship.

That said, if you’re having problems on how to recruit realtors, scripts are a good way to improve your results. Some recruiters tend to swear off scripts to prevent over-reliance and sounding a little too mechanical and staged. On the other hand, there are those who prefer using scripts because they can make a pitch easier to follow and more convincing.

Game-changing tips for real estate recruiting scripts

The key to increasing the chances of success is to craft well-written real estate recruiting scripts. If you already have some prepared, here are a few ways to make them better.

Compel candidates to listen

One of the most important parts of recruitment is to pique someone’s interest. This is particularly true for passive candidates, who aren’t looking for a new job yet but can be convinced to try a new role. Obviously, generic statements are out. Every job is a “unique and exciting opportunity,” so you’d be better off using other tactics.

Some effective methods include appealing to a candidate’s sense of immediacy. You just have to be careful here not to sound too spammy. Appeal to their wants and needs, customize the job description based on a candidate’s profile. This way, you’re making the job about them rather than about you and your job of filling an open post.

Also, get them to talk

As a real estate recruiter, you might feel the temptation to do most of the talking. After all, you’re basically selling a job, you want to play up all its good points to convince a talented realtor to join your team. The problem with this is that this makes the conversation one-sided and all about you. Again, it’s better to make the real estate recruiting script all about the candidate to establish rapport and thus make it easier to convert them.

One thing you can do is to hone in on a couple of details in their resume. For example, you can ask candidates about their school experience; this is perfect for younger candidates who’ve recently graduated or received their license. Hobbies are also a good topic. For those who are a little more tenured, check their job information. Did they get promoted recently? Use it as an ice breaker.

The bottom line here is that unless the candidate is pressed for time, you can spend a few minutes just lightening the mood to make them more receptive.

Get their name right

It doesn’t matter whether you’re still pitching your proposal or in the last-phase interview. You have to get a candidate’s name right. This shows that you’ve done your research, which leaves a positive impression.
If the candidate’s name is uniquely spelled and you can’t find any guides on how to say it, you can open with a statement regarding the pronunciation. Be honest. Tell them you haven’t heard the name before and you’re unsure how to say it correctly. This conveys your respect for the candidate, which can definitely give you more brownie points.

Align your language with the brokerage

Some brokerages are associated with a certain image. There are those that are seen as formal or even academic. Smaller brokerages often claim that they’re more like a family than a business. Others still capitalize on having a fun and relaxed working environment.

Whatever your brokerage’s image and communication style are, make sure that your recruiting scripts for real estate agents are aligned. This helps shape the company’s identity in the candidate’s mind, making it easier for them to relate to it.


As previously mentioned, some real estate recruiters don’t like using scripts because it makes them sound robotic and, well, scripted. Still, there’s a difference between prepared and rehearsed. One is more natural, while the other is stiff. You want to sound like the former—confident and knowledgeable, without being too rigid. Knowing your script from top to bottom will also make you better at thinking quickly and addressing any unexpected questions.

If you want, you can practice with a fellow recruiter. This way, they can provide helpful input that you can use to refine your messaging. Don’t forget to time yourself—this is crucial for those instances when either or both you and the candidate are pressed for time.


Finally, you may also want to ask for feedback from candidates themselves. They can provide valuable insights about what they really want to hear during screening interviews and calls.

Ultimately, the choice of using real estate recruiting scripts is entirely up to you. If you decide on using them, these tips can hopefully help you on creating something that’s effective and compelling for all kinds of candidates.

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