Before we dive in, download our free real estate business plan template to follow along.

Step 1: Identify who you are as a real estate agent

Let’s start with your “why.” Understanding the purpose behind choosing real estate is crucial, as it forms the foundation for your business plan and guides your decision-making process. Defining your mission, vision, and values will help you stay focused and motivated as you navigate your real estate career.

Mission: Your mission statement defines your purpose for pursuing a career in real estate. It clearly states what you’re trying to do, the problem you want to solve, and the difference you want to make.

Vision: Your vision statement focuses on the outcome you want for your clients and community.

Values: Your core values are the guiding principles that shape your behavior, decisions, and interactions with clients and colleagues.

Clearly defining your mission, vision, and values lays the foundation for a strong and purposeful real estate business that enables you to positively impact your clients’ lives and your community.

Step 2: Analyze your real estate market

As a real estate professional, you must deeply understand your local market. This knowledge encompasses key metrics, including average days on market, average price points, common home styles and sizes, and demographic trends. When someone asks about the market, you should be able to recite those numbers confidently without hesitation.

To quickly become the local expert, choosing specific farm areas to focus on is crucial. Concentrate your marketing efforts and build your local knowledge in a handful of communities and neighborhoods. Some places to do research include:

• Your local MLS: Check your hot sheet daily.
• Zillow: Scan through the Premier Agents who show up in your neighborhood.
• Social media: Review who targets their posts in your area.
• Direct mail: Check your mailbox for flyers and postcards.
• Drive by: Drive through your farm areas to see who has signs in their yards.

Once you’ve identified your target areas, start conducting comparative market analyses (CMAs) to familiarize yourself with the properties and trends in those neighborhoods. That way, you’ll provide accurate insights to your clients and make informed decisions in your business.

Remember to research your competition. Understand what other agents working in the same area are doing and who they’re targeting, and identify any gaps in their services. This understanding will help you differentiate yourself from your competition and better serve your clients’ needs. In our real estate business planning template, I ask you to examine and record:

• Trends: Track key metrics, such as days on market and average sold prices, to stay informed about your specific market.
• Market opportunities: Identify situations where there are more buyers and sellers (or vice versa) in the marketplace so you can better advise your clients and find opportunities for them and your business.
• Market saturation: Identify areas where there may be an oversupply of specific property types or price points, enabling you to adjust your strategy accordingly.
• Local competition: Analyze your competitors’ strengths, weaknesses, and gaps in their services to identify opportunities for differentiation and possibilities to create a more meaningful impact.

Remember, real estate is hyper-local. While national and state news can provide some context, your primary focus should be on specific needs and trends within your target areas and the clients you want to serve. By thoroughly analyzing your local real estate market, you’ll be well-equipped to make informed decisions, provide valuable insights to your clients, and ultimately build a thriving business.

Step 3: Identify your ideal clients

When creating your real estate business plan, it’s crucial to identify your ideal client. You can’t be everything to everyone, no matter how much you think you should. And trust me, you certainly don’t want to work with every single person who needs real estate advice.

By focusing on your ideal client, you’ll create a targeted marketing message that effectively attracts the right people to your business — those you want to work with.

Think of your target market as a broad group of people who might be interested in your services, while your ideal client is a specific person you are best suited to work with within that group. To create a detailed profile of your ideal client, ask yourself questions like:

• What age range do they fall into?
• What’s their family situation?
• What’s their income level and profession?
• What are their hobbies and interests?
• What motivates them to buy or sell a home?
• What are their biggest fears or concerns about the real estate process?

Answering these questions will help you create a clear picture of your ideal client, making it easier to tailor your marketing messages and services to meet their needs. Consider using this ideal client worksheet, which guides you through creating a detailed client avatar. This will ensure you don’t miss any critical aspects of their profile, and you can refer back to it as you develop your marketing plan.

By incorporating your ideal client into your overall business plan, you’ll be better equipped to make informed decisions about your marketing efforts, service offerings, and growth strategies. This clarity will help you build stronger relationships with your clients, stand out from the competition, and ultimately achieve your real estate business goals.

Step 4: Conduct a SWOT analysis

If you want to crush it in this business, you’ve got to think like an entrepreneur. One of the best tools in your arsenal is a SWOT analysis. It sounds ominous, but don’t worry — it’s pretty simple. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It’s all about taking a good, hard look at yourself and your business.

By conducting a SWOT analysis as part of your real estate business plan, you’ll have a clear picture of your current situation and future goals. And don’t just do it once and forget about it — review and update it regularly to stay on top of your game.

Step 5: Establish your SMART goals and sustainability targets

In real estate, you can’t just set vague targets. You need SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound) that act as the building blocks of your realtor business plan. Your SMART real estate goals should drive everything from growing your client base to reducing your carbon footprint.

The table below shows how to establish strong SMART goals, along with examples that cover both revenue targets and sustainability efforts:

Specific	Focus on a particular niche, outcome, or behavior.	10 closings by September 30, 2025 Cut office electricity use by 5% in Q3.
Measurable	Attach metrics or benchmarks that you can track weekly or monthly.	10 closings by September 30, 2025 5% year-over-year energy reduction
Achievable	Assess past performance and available tools. Set a challenging yet reachable bar.	Ten closed deals are doable in your real estate market. A 5% energy savings is realistic.
Relevant	Ensure that your goal aligns with your core business and has a long-term impact.	Drives commission revenue and grows your business Lowers overhead costs and appeals to eco-conscious clients
Time-bound	Set a clear deadline.	By December 31, 2025. By December 31, 2025, our office should have energy-efficient lighting, windows, and doors.

6. Create your financial plan

Financial planning might not be your idea of a good time, but this is where your real estate business plan comes together. Most of the heavy lifting is already complete, thanks to all the research and strategizing done earlier. Now, it’s just a matter of plugging in the numbers and ensuring everything adds up.

Once you’ve figured out your expenses, it’s time to reverse-engineer the numbers and determine how many deals you need to close each month to cover your costs. If you’re just starting out and don’t have a track record to go off of, no worries! This planning period allows you to set a budget and create a roadmap for success.

If you’re evaluating your starting assets and realizing they don’t quite match your startup costs, don’t panic. This new insight suggests that you must revisit and refine your strategy until the numbers align with your goals. It might take some trial and error, but getting your financial plan right from the start is worth it.

Pro tip: Keep your personal and business finances separate. Never dip into your personal cash for business expenses. Not only will it make tax time a nightmare, but it’s way too easy to blow your budget without even realizing it.

Step 7: Track your progress and adjust as needed

You’ve worked hard and created a killer real estate business plan and are ready to take on the world. However, remember that your business plan isn’t a one-time deal. It’s a living, breathing document that needs to evolve as your business grows and changes. That’s why tracking your progress and making adjustments along the way is so important. 

Here are a few key things to keep in mind:

• Set regular check-ins: Schedule dedicated time to review your progress and see how you’re doing against your goals, whether weekly, monthly, or quarterly.
• Keep an eye on your KPIs: Your key performance indicators (KPIs) are the metrics that matter most to your business. Metrics such as lead generation, conversion rates, and average sales price can clearly show your performance.
• Celebrate your wins: When you hit a milestone or crush a goal, take a moment to celebrate. Acknowledging your successes will keep you motivated and energized.
• Don’t be afraid to pivot: Change course if something isn’t working. Your real estate business plan should be flexible enough to accommodate new opportunities and shifting market conditions.
• Stay accountable: Find an accountability partner, join a mastermind group, or work with a coach to help you stay on track and overcome obstacles.

Remember, your real estate business plan is your roadmap to success. But even the best-laid plans need to be adjusted from time to time. By tracking your progress, staying flexible, and keeping your eye on the prize, you’ll be well on your way to building the real estate business of your dreams.

Why agents need a real estate business plan

Your real estate agent business plan is your roadmap to success. Think of it as your GPS: it maps out where you are today, where you want to go, and the steps to get there. When the market shifts or challenges arise, your business plan is the guiding star that keeps you focused.

A well-crafted business plan helps you:

• Understand your current position in the market
• Set clear and achievable goals
• Create a roadmap for success
• Track your progress and performance
• Make informed decisions and adjustments

Pro tip: Invest the time to create a solid real estate business plan to stay on track, hit your goals, and thank yourself later for avoiding aimless detours in your career. Without it, you risk losing direction and focus in your career.

FAQs

How much would it cost to start a real estate business?

How do I start a small real estate business?

Which real estate business is most profitable?

Your take

Now you’ve got the steps — no more guesswork. A solid real estate business plan isn’t extra work; it’s your edge. Take the time to map it out and make it happen. Have you created your real estate business plan? Share your experience in the comments!

The post 7 Steps to Writing a Real Estate Business Plan (+ Template) appeared first on The Close.

General real estate words to use when selling a house

Mastering the art of using home description words in your property listings can make a huge difference. The right language helps showcase a home’s layout, features, and amenities in a way that captures buyers’ interests.

A well-crafted description can make a listing more persuasive and engaging, drawing in more leads. However, while it’s essential to be descriptive, remember to avoid exaggeration to manage client expectations. Here’s a collection of some general but catchy real estate advertising words.

Descriptive terms for neighborhoods and locations

When describing a neighborhood, consider its unique appeal to different types of buyers. Is it a prestigious gated community? Is it a trendy place bustling with energy? Is it nestled in nature? Your listing should paint a picture of what life would be like in this neighborhood. Highlight amenities such as nearby parks, schools, healthcare facilities, and shopping and dining centers.

Luxury real estate descriptions

When you’re selling a luxury property, your website must have amazing photos and impactful real estate graphic design. In addition to stunning visuals, you need a refined, detail-rich listing that evokes exclusivity. What type of marble graces the kitchen countertops? Does the home feature bespoke furnishings? Who designed the interiors? 

When communicating with affluent clients, it’s essential to be very specific in highlighting the properties’ distinctive features. Many luxury buyers value bespoke details and exceptional craftsmanship, expressing their desire for out-of-the-ordinary homes.

Historic real estate descriptive words

Coming up with property listing descriptions for a historic home can be an opportunity to tell a story. Highlight the property’s architectural heritage, historical significance, and timeless charm. Emphasize how much was done to preserve the home’s authenticity while blending in modern comforts. Make your listing stand out by using words that capture the essence of the home’s past and enduring beauty.

Real estate words to describe bedrooms

When writing about your listing’s bedrooms, don’t just list the important details like size and layout — talk about the standout features. Is there a walk-in closet, a rain shower in the bathroom, or a picturesque bay window? Highlight architectural features, too! Buyers want to hear about cozy alcoves and features that will make their bedroom a private oasis.

Don’t forget to mention the views from the bedroom! Help potential buyers picture themselves waking up to something special.

Real estate terms for kitchens

There are many studies that show that kitchens have a major influence on buyers’ decisions about a house. When showcasing kitchens in your listings, emphasize their functionality and features. Are there any chef-grade appliances? Which amenities are included in the purchase? Describe the kitchen’s layout, quality of appliances and cabinetry, or the type of sink. With a strong kitchen description, it’s easier for potential buyers to envision themselves in the home.

Real estate agent words for living rooms

In addition to the kitchen, the living room is the heart of the home. It’s where household members gather, host friends, entertain guests, or relax after a long day. Therefore, when describing the living room in your listing, focus on its ambiance, whether it has an open floor plan, natural lighting, or a moody design. Mention important details of the living room, such as the brick fireplace, designer lamps, and built-in shelving units.

Don’t forget to create a narrative that will resonate with your audience! Tell them about the future gatherings they will host in the living room or the cozy evenings they’ll spend on the huge sectional couch.

Real estate buzzwords for bathrooms

Bathrooms are among the most important rooms in a home. So, when describing bathrooms in your property listings, ensure you highlight both functionality and style. Emphasize key features such as the number of bathrooms inside the property, standout amenities (e.g., energy-efficient fixtures, heated floors, and double vanities), and any recent upgrades.

Tips for writing property listings with real estate descriptive words

Writing property listings doesn’t have to be complicated, and you can check out our guide on how to write creative listing descriptions!

• Know your audience. Research and understand the preferences and lifestyles of your target audience. For example, if you’re marketing a home for young professionals, mention the home’s proximity to the business district, nightlife, and airport. Align your language with the demographic you’re targeting. Check out our real estate listing marketing plan for strategies to market your listing more effectively.
• Highlight unique features. Indicate what sets your property apart from others. Be specific about what sets it apart, whether it’s distinctive architectural details, historical significance, recent renovations, or energy-efficient upgrades. Every detail counts — even simple curb appeal ideas like fresh landscaping, stylish house numbers, or a well-maintained walkway can enhance a home’s first impression. Emphasize distinctive aspects of the property by using specific and evocative terms.
• Be specific. Provide detailed and concrete information about the property. For example, instead of using “sleek” to define a kitchen, mention the brands of appliances, the type of flooring, and who designed the bar stools. If you’re enhancing listing photos digitally, consider using one of the best virtual staging software to create realistic and appealing interiors. Also, ensure your descriptions reflect changes to the property. Being specific demonstrates your attention to detail as an agent.
• Appeal to the buyer’s senses. Use words that evoke emotions and help buyers imagine the lifestyle the property offers. Tell them about enjoying coffee on the wraparound porch, cozying up by the fireplace, or hosting gatherings in the backyard. But even the most vivid descriptions need strong visuals to back them up. Check out our real estate photography tips to ensure your listing captures the home’s best features.
• Use action-oriented language. Encourage potential buyers to take the next step! Adding in a short line like “Schedule a private tour now” or “Don’t miss the opportunity to experience this stunning home firsthand” can prompt potential buyers to further engage with your listings.

Frequently asked questions (FAQs)

What examples of overused or cliché real estate words should agents avoid?

Are there any best practices for using real estate adjectives in listings?

Do listing words vary depending on the property type or target demographic?

The final walkthrough

The right words can make all the difference in attracting buyers. Always tailor your language to fit your audience and highlight what makes each property unique. While these words help craft compelling descriptions, you can take your marketing even further by using the best real estate keywords to improve SEO, attract more leads, and maximize your reach.

The post 250+ Real Estate Words to Market Your Next Listing appeared first on The Close.

1. Tom Ferry’s ‘appointment setter’ FSBO script

Top agents will tell you that simply getting in the door is the hardest part of landing a real estate seller lead. Of course, that’s no easy task, so we love this FSBO script from Tom Ferry, who’s helped countless agents master the art of converting FSBOs into clients.

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Agent: Hi, I’m looking for the owner of the home for sale. This is {your name} with {your brokerage}. As an area specialist, I aim to know about all the homes for sale in the marketplace for the buyers I’m working with. Do you mind if I ask you a few questions about your property?

Wait for a positive response.

Agent: Excellent! I know the ad in the paper said it had (#) bedrooms and (#) baths. Are the rooms a good size?

Listen to the homeowner’s answers to all of these questions. Be interested.

Agent: How is the kitchen?

Listen for their answer. 

Agent: Have the bathrooms been remodeled? Would you tell me about the yard? Tell me about your neighborhood — has it been a nice place for you and your family?

Let them tell you as much about the home as they want.

Agent: Is there anything else that’s important to know?

Agent: Sounds like you have a great home. Why are you selling?

Listen to their reason. You may learn something you want to know. 

Agent: Where are you moving?

Agent: How did you decide on that area?

Agent: How much is the new house you’re buying?

Listen to their answers. It may give you clues to help you find their pain point.

Agent: You know, with the current market, what are you doing differently to market your house to stand out? This is where you’re indirectly pointing out that they don’t understand exactly what real estate agents do and how you can help. They will tell you what they’re doing, which probably isn’t much. Don’t tell them what they should be doing instead. Just listen.

Agent: What else?

Agent: So, do you have to sell this home to close on the new one? This is important. If they do need to sell, they will feel more pressure as time passes.

Agent: If you don’t mind me asking, how did you determine your sales price?

Agent: OK, so I have to ask. If there were an advantage to using me as an agent to market your home, and it got you a higher sales price, would you consider it? Let them think on that for a minute. Don’t talk in the silence.

Agent: I know you chose to sell your home on your own for a reason, and I respect that. It also sounds like you’ve got a lot going on and a lot you’re trying to accomplish, and I think I can help.

Agent: How about we get together for 20 minutes or so? We can discuss your goals and whether or not I could help you achieve them. I have some time on {day of the week} or {different day}, which would be better for you?

Set a day and time that works for both of you.

Agent: I look forward to meeting with you on {day and time}. Thanks again, and have a great day!

• Why Tom Ferry’s script works: Every question in this script is seller-focused. Focusing on the seller’s property, needs, and goals keeps them engaged. Plus, the conversation naturally leads to highly valuable information about the market you could leverage with a buyer, even if this listing doesn’t work out.

2. David Hill’s ‘We’re trying to save some money’ FSBO script

Most FSBO sellers use the DIY approach for one reason: saving money. Check out what David Hill does to help negate this concern.

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Agent: Hello, this is {your name} calling from {your brokerage}. I noticed you have a house for sale in my coverage area. Is it still available?

Wait for a response.

Agent: Great, are you cooperating with real estate agents? Most homeowners will have a negative response to this question.

Agent: OK, I know the area well and wonder how much you’re asking for the house.

Wait for their answer.

Agent: Great! If I had a buyer who would be a fit, would that be helpful for you?

Wait for a positive response.

Agent: Great. I’d like to schedule a time to come by and look at the house to see if it would work for any of our clients. I’d also like to share what we do to help for-sale-by-owners like yourself. Do you have time this afternoon, or would tomorrow work better?

Homeowner: Negative pushback. Ex: You know, I don’t want to work with an agent. If you have someone serious, you can send them by, but I’m not looking to sit down for a sales pitch with an agent.

Agent: Sure, I can appreciate that. Let me ask you: Why did you decide to sell your house without hiring a professional agent?

Wait for their response.

Agent: Yeah, I can understand that completely. Interestingly, 90% of the for-sale-by-owners I speak with tell me the same thing. But if I could show you how I could net you the same or possibly even more money by using our services, would that be something you’d be open to?

Listen to their response. Don’t talk in the silence. 

Agent: So, what is the main reason for your sale?

Listen to their response and reply accordingly.

Agent: And, when will you need to be in {new location}?

Listen to their response. That’s their timeline.

Agent: Gotcha, so the clock’s ticking for you. And if the house doesn’t sell in {#} days, what’s your plan B?

Listen to their answer. They may not be prepared for their home not to sell. 

Agent: Oh, yeah, I’d hate to have that happen to you. If I could sell the house, have you break even, and get it done before you have to move, would that be a win for you?

Wait for their affirmative response. 

Agent: OK, perfect. Why don’t we meet? I’d love to see if I can do that for you. I’ll be 100 percent honest with you. If I can do it, I’ll let you know. If I can’t, I’ll tell you that as well. How does that sound?

Listen for a positive response.

Agent: Awesome, I appreciate that. Does {day and time} or {day and time} work better for you? Perfect! I’ll see you then!

• Why David Hill’s script works: Hill’s script is effective because it creates camaraderie with the seller, identifies their needs, and commiserates with their pain points. Hill seals the deal by admitting he may be unable to help them. This openness is based on human psychology and creates a desire to have what’s been “taken away.”

3. Kyle Handy’s ‘Reverse selling’ FSBO script

Kyle Handy takes a no-nonsense approach to steering the conversation with FSBO sellers to productive and thoughtful places. This script is especially great if you’re in a competitive market where many agents are pursuing FSBOs.

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Agent: Hi, this is {your name}. I’m a Realtor here in {your community/city}. How are you?

Wait for a response.

Agent: I saw that your house just went up for sale. I know you’re selling it on your own, but I wanted to see if you’d be open to working with a buyer’s agent if they can bring you a fully qualified buyer.

Wait for a response.

Agent: OK, great! Have you already moved, or are you still living in the home?

Wait for a response.

Agent: OK, got it. So, where are you off to when the home sells?

Wait for a response. 

Agent: How cool! And with the current market, you’ll probably have no issues selling on your own. But if you’re unable to sell for some reason, you’ll probably not be looking at other options for at least a few weeks. Is that right?

Listen to their response. They may need a backup plan to move forward. Respond accordingly.

Agent: Well, I’d like to stop by one day this week to take a quick look—either before or after I head to work. What usually works better for you—mornings or evenings?

Agent: OK, I’ll tentatively put you on my calendar for {day and time}. If I need to change that, I’ll give you a call. Fair enough?

Wait for them to respond affirmatively.

Agent: Perfect! I’ll send you a quick email with my resume and contact information. What’s a good email address for you?

Be ready to write down their contact information.

Agent: Got it! I’ll send that email and plan to see the home quickly {day and time}. Thanks so much!

• Why Kyle Handy’s script works: Kyle’s script uses a bit of reverse psychology to let your FSBO seller know that you’re not on the phone with them to change their minds but to understand what’s motivating them. This FSBO script works because you introduce yourself to them as an ally — and that relationship is far more likely to turn you into their agent down the road.

4. Mike Ferry’s ‘Describe your perfect agent’ FSBO script

We all know that Tom Ferry is a powerhouse, but did you know his father, Mike Ferry, has been a successful real estate coach for over 40 years? This Mike Ferry FSBO script gets your prospect to describe exactly what they’re looking for in an agent, even if they didn’t know it themselves.

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Agent: Hi, I’m looking for the owner of {address}. Am I speaking to them?

Wait for a response.

Agent: My name is {your name} with {your brokerage}. Do you have just a second to answer a couple of questions about the sale of your home?

Wait for an affirmative response.

Agent: First, I’m curious: if you sold this home, where would you go next?

Wait for the homeowner to respond to each question before asking the next one.

Agent: That’s exciting! How soon do you have to be there?

Agent: Fantastic! How would you rate your motivation to move on a scale of 1 to 10?

Agent: Good for you! What methods are you currently using to market your home?

Agent: That’s great! How did you determine your sales price?

Agent: Fantastic! Are you prepared to adjust your price downward when working with a buyer?

Agent: Why did you decide to sell it yourself rather than list with a real estate agent?

Agent: Makes perfect sense. If you were to list with an agent, who would you list with?

Agent: Fantastic! How did you pick that agent?

Agent: Good for you! If you were to list with an agent, what would you expect the agent to do to get your home sold?

Agent: How long will you take to consider interviewing the right agent for selling your home?

Agent: Excellent! What must happen before you consider hiring a powerful agent like myself for the job?

Agent: Tell you what: How about we schedule a date for me to chat with you about your home after {future date}? If you sell it before then, great! If not, let’s talk about what I can do for you. How does that sound?

• Why Mike Ferry’s script works: Instead of asking if they want an agent (and getting a quick no), this script gets FSBO sellers to describe their ideal realtor — which gives you a roadmap to win them over. This shift puts them in control, making them more open to the idea of working with an agent. Even if it doesn’t immediately lead to a listing appointment, it gets a date on the calendar.

5. Breakthrough Broker’s transparent FSBO script

In my experience, FSBOs typically have a nose for BS, so if you’re not being honest about why you’re contacting them, they can probably sniff it out. To quickly build trust with FSBO sellers, try this authentic approach from Breakthrough Broker. It’s simple, straightforward, and effective.

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Agent: Hello {seller’s name}. My name is {your name}, I’m a local realtor, and I absolutely love selling homes. I am calling to introduce myself and, in full transparency, say that I want to sell your home. Obviously, if you can sell it yourself, it would be great — you would save money on commissions and possibly bring home more of your equity.

Agent: But if you run into any obstacles, questions, or problems dealing with a buyer who may have a lot of experience in real estate, you may want the expert advice of a Realtor. And I would love to be that person. Here is my information. Give the home seller your contact information.

Agent: Is now a bad time to ask you a few questions about your home?

Agent: Have you made any awesome upgrades throughout the years?

Agent: What do you love most about living in the home?

Agent: What is the best thing you can say about the neighborhood? Get your homeowner talking about the home to build rapport and establish trust.

Agent: Do you mind if I keep in touch with you? I have learned many lessons over the years in selling homes. If you want, I can send you emails over the next few weeks to share some of them. I think some could help you. No catch, just some good strategies.

Agent: If you need anything or have any questions, you can always reach out to me.

• Why Breakthrough Broker’s script works: It builds trust from the start by being completely transparent, putting FSBO sellers at ease. Unlike pushy agents who use aggressive tactics, this approach keeps the conversation open and honest. When sellers don’t feel pressured, they’re far more willing to listen and reach back out to you if their home doesn’t sell.

6. Fit Small Business’ ‘Older FSBO’ script

Sometimes, an FSBO listing will sit and become stale on the market, which presents a unique set of challenges for the seller and opportunities for the agent. Check out this Fit Small Business FSBO script explicitly designed for properties that have languished on the market for a while:

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Agent: Hi there, I’m {your name} from {your brokerage}, and I noticed your home for sale in the neighborhood. Are you the homeowner?

Agent: I know you’ve likely had agents calling, so I want to take up only a little of your time, but I noticed it’s been on the market for {approximate time on the market}.

Agent: When are you planning on moving?

Agent: Where are you heading?

Respond nicely or ask a few more questions about their plans.

Agent: I was calling to ask if you were open to working with buyer’s agents. Wait for a positive response.

If they are uninterested or have decided not to sell, thank them for their time and move on to the next prospect.

Agent: Can I come by to take a look at your property to see if it is right for some buyers I have in the area?

Agent: Is there a time you’d be open to showing me around your home and me sharing some information in case you can’t get it sold on your own?

• Why Fit Small Business’ FSBO script works: Many FSBO sellers aren’t sure how long their home should take to sell or when to adjust their price. This script works because it lets the seller know there is help available. It also shows your professionalism and knowledge without being pushy, allowing the seller to see your value.

7. Agent Mastermind’s ‘I’ve got a buyer’ FSBO script

If you’re an agent with a network of buyers, you need a few for sale by owner scripts on hand. This will help get you in the door with FSBO home sellers, otherwise known as near-exclusive listings unknown to the rest of the market. This short-and-sweet buyer’s agent script from Agent Mastermind should always be in your back pocket.

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Agent: Hello, may I please speak to the owner of the home for sale at {address}?

Agent: I understand you’re selling your home on your own, and I’m not trying to interfere with that. I was just wondering, are you cooperating with buyer’s agents?

Agent: Let me clarify that. When I say “cooperating,” I mean that if I am working with a buyer who makes an offer, are you willing to pay the buyer’s agent commission?

Listen for them to make an affirmative response.

Agent: OK, that sounds great! Can you tell me a little bit about your home?

Agent: That sounds really nice.

Agent: I’ve got a couple of buyers right now that I think would be interested. Is there a time I could come by and take a look at the property before bringing my clients through?

• Why Agent Mastermind’s script works:: This FSBO script works because it communicates non-threateningly while sounding serious and professional. Remember, your FSBO prospects may not know real estate agent lingo, so when you use a term like “cooperating,” make sure you can explain it in layperson’s terms.

• Why Agent Mastermind’s script works:: This FSBO script works because it communicates non-threateningly while sounding serious and professional. Remember, your FSBO prospects may not know real estate agent lingo, so when you use a term like “cooperating,” make sure you can explain it in layperson’s terms.

8. Breakthrough Broker’s ‘Choose your own adventure’ FSBO script

The Breakthrough Broker takes for sale by owner scripts to the next level, using a flowchart so you can alter your approach midstream if necessary. This script gives you the confidence to pivot if the conversation doesn’t go as planned.

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Agent: Hello, I’m calling about the home for sale at {property address}. Is it still available?

NO 

If the house is under contract, you can end the call or ask them if they accept backup offers. If they are accepting backup offers and your clients are interested in a backup position, you can follow the script.

YES

Agent: OK, my name is {your name} with {your brokerage}, and my prequalified clients, {client names}, asked if I would mind calling you because they think they might be interested in your home. Is it available for viewing?

NO 

If they tell you they do not want to work with any agents, you can ask them why or say, “I assume you don’t want to work with an agent so you can avoid paying a commission?” If they answer yes, reply, “If I could structure the deal so your proceeds after closing were not affected by my commission, is that something you would consider?” If they answer yes or maybe, then continue with the script.

YES with Conditions 

If they have conditions, such as the buyer will have to pay your commission, let the seller know that you will inform your clients. Stay away from negotiating anything before your clients have seen the home. Those things can be addressed if they are interested.

YES 

Agent: Fantastic! After {client names} have seen the home, would you be comfortable having me be involved in the transaction if they are interested?

YES

Set a time and date to view the property.

ANYTHING OTHER THAN YES

Return to the second “no” response.

• Why this FSBO script works: You can practice your script all you want, but what happens when a seller says something you’re not expecting? This script helps agents pivot smoothly when faced with objections. It works because the flowchart gives you a ready answer to get past that first (and often the toughest) no.

9. The Close’s ‘Meeting a Seller In-person’ FSBO script

Many FSBO scripts are about securing an in-person meeting. If you’re already face-to-face, you’ve won half the battle. This script, created by The Close experts, asks the right questions to learn why they’ve listed FSBO and their pain points. Once you understand their motivation, you can tailor your pitch to their needs.

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Assume a conversation with a friend, acquaintance, or someone next to you in line naturally comes to real estate:

Seller: You’re a real estate agent? We just listed our home for sale.

Agent: Really? Tell me about your property! I might have a buyer.

Seller: We listed ourselves for {list price}. Let them tell you about the features and amenities of their home.

Agent: That sounds lovely! How’s it been going, listing it yourself?

Listen to their answers. You’ll hear cues that their expectations and reality aren’t meeting.

Agent: Tell me more about that.

Let them talk about their disappointments.

Agent: What made you want to list it yourself?

They will eventually mention saving money on commission for an agent. Wait for it.

Agent: That makes sense. Let me ask you this: If saving money is your main motivation for selling by owner, what if we could work out a deal where you’re netting the same as if you didn’t have to pay commission? Would you be interested in someone taking all that work off your hands?

Wait for a positive response.

Agent: Great! Can I come by {day and time} to see the place and talk numbers?

Seller:  That works for me!

• Why our script works: This FSBO script works because you keep the conversation casual and ask questions to focus on them, which builds rapport. You become more of a friend and ally than a salesperson hawking a service. The discussion sets you up to make a pitch to solve their problems and get your foot in the door.

10. Jodie Cordell’s FSBO script for a flyer or postcard

Jodie Cordell penned a script to use on a flyer or postcard that will advertise your services and reveal the risks involved in selling on one’s own.

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What would it be like to sell your home and lose $55,000 in the process?

Believe it or not, many homeowners lose thousands of dollars when they sell independently. The truth is, selling your home without a Realtor could cause huge losses, like in the scenario I just described.

I recently helped some homeowners, just like you, sell their homes for over the asking price in your neighborhood. My clients ended up with multiple offers and got to choose which offer they liked best.

I’d love to talk to you and learn how I can help you get the same results.

Coffee on me.

{your name and contact info}

• Why Jodie Cordell’s script works: It taps into a common FSBO concern — getting the short end of the deal — while offering a solution. The “coffee on me” is a nice touch, making it easy to set up that first face-to-face meeting. After all, who doesn’t love a free cup of coffee?

Tips and tools for using your FSBO scripts effectively

Now that you’ve got your for sale by owner scripts, here are some helpful hints for using them effectively.

• Rehearse your FSBO scripts: Find another agent with whom you can role-play. You want to practice with someone familiar with the sorts of objections you’ll encounter to get comfortable moving the conversation forward, even in the face of “no.”
• Choose the best time to call: A study by Lead Response Management suggests that the best time to reach people is between 4 and 6 p.m. However, FSBOs expect frequent calls about their homes. The best time to prospect FSBO homes is when you feel prepared and confident and can regularly set aside time.
• Double your efforts with text messaging: Sure, getting a seller on the phone is always better. But if they don’t answer when you call, try texting them immediately. Don’t even bother with a voicemail — just text them instead. And if you think scripts are great in person or over the phone, they’re just as effective in text messaging.
• Send an FSBO prospecting letter: A real estate prospecting letter increases your exposure to FSBOs you want to convert. Many successful agents use this strategy alongside calls and texts to build familiarity and trust. When FSBOs repeatedly see your name, face, and message, they become more likely to engage.
• Use an auto-dialer: When you have a list of 50 phone numbers you are working with, it’s incredible how much time you spend physically dialing and waiting. An auto-dialer streamlines your calling process by dialing multiple numbers simultaneously and only connecting you to those who pick up.
• Get a dedicated business phone number: Carrying multiple phones is unrealistic and a recipe for mix-ups. Instead, consider a simple virtual phone system, which provides you with a second phone number to keep business and personal calls separate. You can make calls, send texts, record custom greetings, set up extensions, and even receive inbound faxes.

Frequently Asked Questions (FAQs)

Is FSBO considered off-market?

Are FSBO leads harder to convert during a seller’s market?

Where can I get free FSBO leads?

Your take

Cold calling can be intimidating and frustrating. Without a strong FSBO script, you could be setting yourself up for failure. Take these for sale by owner scripts, tweak them to make them your own, and start practicing them. 

But more importantly, remember that FSBOs are simply people who don’t know they need your help yet. So always listen with empathy and offer value. Pretty soon, you’ll be converting FSBOs into listings.

Have any tips or questions about these FSBO scripts for realtors? Let me know in the comments!

The post 10 Best FSBO Scripts To Get More Listings in 2025 appeared first on The Close.

Even if you know every one of the 141 real estate terms on this list and how to use them, your clients expect you to be their interpreter. This comprehensive list of real estate definitions will help you ensure you’re communicating with clients effectively. After all, great communication leads to closed deals.

4 Key Interest Rate Questions That Could Save Your Clients Money

Table of Contents | Glossary

# | A I B I C I D I E I F I G I H I I I J I K I L I M I N I O I P I Q I R I S I T I U I V I W I X I Y I Z

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1031 Exchange

This tool, also known as a like-kind exchange, allows investors to defer paying capital gains taxes on the sale of a property. The catch is that they must sell one property and buy a similar one within a set time frame. If you want to work with real estate investor clients and understand this more in-depth, read our simple yet thorough rundown on 1031 Exchange Rules.

A

Acceleration clause

Does your client have a mortgage contract with an acceleration clause? Make sure they understand that this clause allows their lender to demand immediate repayment of the loan in full if specific requirements are not met.

Active contingent

If a property has an active contingent status, it means that a buyer has submitted an offer to purchase a property, but the sale won’t be finalized until certain conditions, or contingencies, are met. A contingency might be the buyer selling their current house, requiring certain repairs to be made, or obtaining a clean termite inspection.

Active with contract

A property that’s active with contract — also known as active under contract  — is a property that has an offer with contingencies that have yet to be met. There is always a chance a sale might not go through, especially in today’s wild interest rate market.

Addendum

An addendum is simply an addition or supplement to a contract. They modify or clarify parts of an existing contract and must be agreed upon and signed by all involved parties. One of the most common addenda, and an easy example for clients to understand, is the lead paint disclosure for homes built before 1978, which alerts buyers to potential hazards.

Adjustable-rate mortgage (ARM)

An ARM is a home loan that does not have a fixed interest rate. Since an ARM’s interest rate fluctuates over time depending on various market factors, some experts believe they save borrowers money in the long run, as reported by the Business Insider. The disadvantage, of course, is that ARMs make it hard to budget since there is always the possibility (and current reality) of rates increasing.

Clients should always consult with their mortgage professional when it comes to specific questions about their mortgage, but it’s helpful to be able to explain the basics.

What About ARMs? 4 Loan Questions Worth Asking

Adjustment date

Clients with ARMs need to know their adjustment date because that’s when they may see a change to the interest rate in an adjustable-rate mortgage. The time between a change in rates is called an adjustment period, and the length of this period depends on the loan. For most ARMs, the adjustment date occurs annually.

Amenity

An amenity is a feature that enhances the overall attractiveness or functionality of a property. Some examples include swimming pools, fitness centers, covered parking, and laundry facilities. 

Amortization

Amortization is the preset schedule of mortgage loan payments — including interest — over time. Generally, the payments are scheduled monthly over a period of 15 or 30 years. 

Annual percentage rate (APR)

Clients may be confused about the difference between an interest rate on their mortgage loan and an APR. Simply put, the APR is the total amount, including interest and fees, that it costs to borrow money, all expressed as a percentage.

Appraisal

An appraisal is an estimate of how much a home is worth. If an appraiser assigns the property a lower value than the buyer has offered, the lender might not fund the entire loan amount. This can be a stressful point in the homebuying process for clients.

Fear not, there are options! Negotiation is on

e of the best tools in the arsenal of a successful real estate agent. You could work something out with the seller, ask them to bring down the price to the appraised value, or convince the buyer to put more money down to reduce the loan amount. And if the appraisal is really off the mark, you can always challenge it.

Appreciation

An appreciation is an increase in the value of a property over time. This happens because of a variety of factors, like inflation, property improvements, or local developments that make the neighborhood the new “it” spot. 

To calculate a property’s projected increase in value over time, divide the change in value by the initial cost of the property and multiply it by 100. Appreciation may not be a homebuyer’s main motivator when buying a house, but it should always be a consideration. After all, (shout it from the rooftops!) real estate is one of the safest and most profitable investments one can make.

As-is

A property being sold as-is simply means that the property is being sold in its current condition without any improvements, repairs, guarantees, or warranties before the sale. Do you have a client who binge-watches HGTV, dreaming about flipping a house? Well, a home being sold as-is may just be the fixer-upper of their dreams.

Assessed value

This is the dollar value the local government assigns to a home based on square footage, condition, and relative comps. It helps determine how much owners will pay in property taxes. It’s often presented as a percentage of the fair market value.

Assignment

This is when the seller signs over all rights and obligations related to a property to the buyer before the actual closing. This is a bit of legalese and probably not a term you’d use in casual conversations with clients.

Assumable mortgage

You don’t hear much about assumable mortgages or the assumption of mortgages anymore. If a client asks, it means the buyer will take over the seller’s existing mortgage and house-related debt instead of creating a new mortgage loan with current interest rates.

While this type of arrangement may be attractive in today’s environment of rising interest rates, you’ll want to explain to your clients that it’s very difficult to take over a mortgage. This is thanks to the Garn-St. Germain Depository Institutions Act of 1982. Basically, the law protects lenders from assumable mortgages with below-market interest rates. Most mortgages now have a “due-on-sale” clause, which requires the borrower to repay the loan in full if they sell the property.

B

Balloon mortgage

Clients who opt for a balloon mortgage will pay smaller monthly payments at first, followed by one larger-than-typical payment (the balloon) at the end of the loan. They generally come with lower interest rates and the ability to get a higher loan amount. Common in the 2000s, they aren’t as popular now. The final balloon payment can be massive; one misstep could leave the borrower upside down. 

Biweekly mortgage

Borrowers with a biweekly mortgage will submit their mortgage payments twice a month instead of once. This results in 26 payments annually, which means paying one extra month per year. This means a borrower could pay their loan off sooner than those with traditional payment schedules.

Bridge loan

A bridge loan is a short-term loan that helps a buyer cover costs in the interim between buying a new house and selling one. Got clients who found their dream home before selling their current one? A bridge loan can be a real lifesaver in this situation. 

Broker

Clients may want to know the difference between an agent and a broker. After all, part of the commission they’re paying may go to a broker. You can explain that a broker is equivalent to a manager in the real estate world: an agent with a certain level of experience who has taken the state-mandated education and examinations to meet the requirements to become a licensed real estate broker. (Of course, some states refer to a real estate agent as a “broker.”)

Buydown

A buydown is a financing technique that allows borrowers to secure a lower interest rate on their mortgage. This can involve buying discount points as a one-time fee paid at closing. A buydown can also exist when a seller makes initial payments toward the mortgage to reduce the interest rate, usually in exchange for a higher purchase price.

C

Call option

This gives a buyer an exclusive right, or option, to purchase a certain property at a set time for a specified price.

Cash-out refinance

When homeowners have equity in their homes, they can refinance their property and take the equity out as cash. It generally results in a higher interest rate or additional points, but it’s a way for homeowners to leverage their equity in a property. 

Certificate of eligibility

When working with veterans, you’ll want to prepare them for a fair amount of paperwork. The certificate of eligibility is an official form certifying that a veteran has met the terms that qualify someone for a VA loan. VA loans might have a lot of red tape, but they can be excellent, affordable options for service members and their spouses.

Certificate of reasonable value

This is a form from the Department of Veterans Affairs outlining the maximum amount that can be issued to a borrower of a VA loan. Like we said, lots of paperwork.

Chain of title

As clients get ready for closing, they’ll hear a lot about the title. The chain of title is a historical record of previous owners of a property that’s essential in establishing the legal ownership of the property. An established chain of title helps protect the buyer from future challenges to ownership. A title search helps create that chain and is usually conducted by a lawyer or title company prior to closing.

Clear title

A clear title indicates that there are no liens or encumbrances on the property (yay!). It’s also known as a just title or free-and-clear title. A title with liens or encumbrances has a cloudy title. Properties can have their titles cleared, but it can take a long time and may even require legal action.

Closing

This is a realtor’s payday! The closing date is the agreed-upon date when a property changes ownership from the seller to the buyer. Definitely worthy of a happy dance!

Closing costs

Closing costs are all of the additional fees related to the purchasing or selling of a property. They are generally between 3% and 5% of the purchase price and account for appraisals, taxes, attorney fees, and title insurance. 

Clients will need an exact accounting of the total amount owed in closing costs. They’ll also need to ensure that those funds are properly wired or deposited on the closing date.  

Remember that time when a wire transfer didn’t go through from a third party who was hiking on top of a mountain and couldn’t be reached? Prepare your clients to double, triple, quadruple-check everything related to these costs and their transfer.

Co-borrower

A co-borrower is someone who shares the responsibility of paying back a loan. Don’t you love it when the co-borrower is the client’s dad who comes along on the inspection and is suddenly an expert on chimney engineering? 

Commission

My guess is that you know exactly what a commission is and how it works — but your clients might have some questions.

A commission is the amount charged by the real estate agents who lead the transaction. It is almost always paid by the seller. Commissions are generally 6% of the purchase price of the property, and are usually split between the buyer and seller agents, and then between the agents and their brokers.

Community property

In a community property state — namely Arizona, California, Idaho, Louisiana, Nevada, New Mexico, Texas, Washington, and Wisconsin — any real estate purchased during a marriage belongs equally to each spouse, 50-50.

Comparable sales

Comparable sales (also known as “comps”) are used to establish a reasonable price for a property. Comps are recently sold properties in the area that have similar features to the one being evaluated.

Of course, the ultimate pricing decision lies with the seller, but we hope they listen to you because you’ll come up with a price based on the science and art of comparative market analysis (CMA).

Comparative market analysis (CMA)

When you sit down for your listing appointment, one of the most important things you’ll have with you is your comparative market analysis. This is an estimate of a property’s worth, determined by local comparable sales, market data, sale history, and location. CMAs are a place where an agent can really show off their knowledge and professional value.

Compound interest

The concept of compound interest can perhaps best be described by Benjamin Franklin, who allegedly said, “Money makes money. And the money that money makes, makes money.” Albert Einstein supposedly called compound interest mankind’s greatest invention. 

It’s essentially the idea that if you invest your returns into more investment, that money multiplies. This works in your client’s favor if they are collecting on investments but against them when applied to debt.

Construction loan

A construction loan is a short-term loan that covers the cost of building a property until the owner can secure long-term financing.

Contingency

A property is considered contingent when the buyer has made an offer to purchase it — as long as certain conditions are met. A home inspection is the most common and well-known contingency. Contingencies can also mean repairs that need to be made or the buyer’s home selling. Whatever these contingencies are, they have to be resolved before the property can close.

Conventional mortgage

Conventional mortgages are the ones that aren’t part of a specific government program, such as Fannie Mae, Freddie Mac, USDA, or the VA. Generally, borrowers who go the conventional route are lower risk, offer a larger down payment, and don’t require mortgage insurance.

Help Clients Navigate a Volatile Mortgage Environment

Convertible adjustable-rate mortgage

It’s kind of like if a fixed-rate mortgage and an ARM had a baby. A convertible adjustable-rate mortgage is a mortgage with a much lower interest rate at the start of the loan, where the interest rate fluctuates during the life of the loan, usually every six months. 

But, unlike a traditional ARM, a borrower can switch to a fixed-rate mortgage. These mortgages were developed in the 1980s in an era of double-digit interest rates when borrowers were hopeful that the rates wouldn’t rise much more.

Cost of Funds Index (COFI)

Used to calculate variable interest in adjustable-rate mortgages, COFI is a benchmark determined by average regional interest rates incurred by financial institutions.

Customer relationship manager (CRM)

A CRM helps agents track leads in their sales funnel. Robust CRMs have email and text drip campaigns, and many even let you call prospects and track responses directly through the system. The best CRM is one you’ll use, so make sure it’s user-friendly, has all the bells and whistles you need, and helps you reach out to prospects and leads quickly and consistently.

D

Days on market (DOM)

Simply put, this measures the number of days a property is for sale, from the day it is listed on the multiple listing service (MLS) to the day a buyer and seller are under contract.

As a seller’s agent, you’re counting the days a listing is on the market. Chances are your client is, too, which is why she’s calling you before breakfast.  

Deed

The deed is a legal document recording the transaction of title (or official ownership transfer) from the seller to the buyer. It is recorded at the local county clerk’s office. It’s really just a combo of legalese and paperwork, but everyone feels better having a tangible representation of ownership.

Deed in lieu of foreclosure

This is when a homeowner turns a deed over to the mortgaging bank to avoid going into foreclosure. This allows the borrower to avoid personal liability for the remaining unpaid debt. In some cases, they may be able to continue living on the property.

Default

To default on a mortgage loan means the borrower has stopped submitting monthly payments.

Delinquency

Borrowers can go into delinquency if they have stopped paying their monthly mortgage loan payments for a certain time period. At this point, the lender has the option to start foreclosure proceedings.

Debt-to-income ratio (DTI)

As the name suggests, this is the ratio of a homebuyer’s debt to their income. This is an important calculation for lenders when considering mortgage applications and whether borrowers can afford to make payments. You can help your clients calculate their DTI by adding together all of their monthly payments and dividing the total by their gross monthly income.

Discount points

Borrowers may pay these fees at closing to secure a lower interest rate.

Down payment

A down payment is the amount of money a buyer pays for a property up front, usually a percentage of the total purchase price. A crucial question for your clients: How much can you put down? After a good look at their finances, a nice long chat with their financial advisers, and an extensive application with a mortgage lender, they might finally have an answer. 

Conventional loans often require 20% of the purchase price, while government-backed mortgages could require much less (sometimes nothing!). Loans with less than 20% down often require buyers to pay private mortgage insurance (PMI) until they reach a certain equity ratio.

Due diligence period

This period is a specified amount of time after an offer is made during which the buyer can inspect the property and review relevant documents. It’s a chance for the buyer to be sure in their decision to move forward with the purchase. It’s also a period when seller’s agents tend to bite their nails, breathe rapidly into paper bags, and — oh, yes, they will have that third margarita, thank you!

Due-on-sale clause

Also called an acceleration clause, this requires the borrower to repay the loan in full when a property (or collateral) is sold. It all goes back to that riveting Garn-St. Germain Depository Institutions Act, which was put into place to protect lenders from assumable mortgages.

E

Earnest money deposit

First-time buyers may be new to this concept, so it is worth bringing it up at the beginning of the home search process. Also known as a good faith deposit, it’s the amount of money a buyer puts in escrow to show their commitment to purchase a property. Usually, a small percentage (from less than 1% to 3%) of the purchase price, it goes toward the purchase at closing. If the sale falls through, the seller could keep some or all of the earnest money, depending on the situation.

Easement

When examining a property — to buy or sell — it’s crucial first to understand if there are any easements on the property. An easement is a legal right for a non-owner to use or cross a property for a specific purpose while the title remains with the owner. 

One example is someone using a private road to access their own land. Another one that is popular down here in Charleston is a conservation easement. This means the owner has donated a portion of the property to be protected because it has historical, cultural, or environmental significance. The owner can receive tax credits in exchange.

Eminent domain

This is the government’s right to use private land for a specific, public purpose after compensating the owner.

Encroachment

An encroachment is a violation of an owner’s property rights by building or extending onto their land without permission. For example, if you build a fence and part of it is in your neighbor’s yard, that’s encroachment.

Encumbrance

You just never want to hear that a property has an encumbrance. Never. Want to. Hear it. And if you do hear it, you need to explain it to your client. 

An encumbrance is a claim against a property, such as a mortgage, lien, or easement. These can affect the transferability of ownership.

Equal Credit Opportunity Act

This was groundbreaking legislation when it was passed in 1974. Today, it offers agents the opportunity to further the cause of equality and justice in our professional transactions. The act protects potential borrowers against creditors who would discriminate against their mortgage application based on race, color, religion, national origin, sex, marital status, age, or acceptance of public assistance.

Equity

This is the amount of property that a person (not the bank) actually owns. For example, if you put a down payment of 20% on a $200,000 home ($40,000) and get a loan for the rest, your home equity is $40,000. Your equity will increase as you pay down the loan and as your property value increases. However, it could decrease if you take out more loans against the property or if the home rapidly declines in value.

Escrow

A third party holds funds in escrow during the real estate transaction, releasing them at closing. Generally, this refers to earnest money funds. Some states have laws on the books requiring escrow account holders to pay interest on these funds, though banks are often exempt.

Examination of title

Before closing, everyone will want to make sure that the title is clear. Title companies research a property’s transfer of ownership through public records to trace its history and ensure there are no encumbrances that could affect the purchase.

Exclusive listing

When walking through a new listing agreement, it’s important to explain all of the different representation options. An exclusive listing gives one real estate agent a property listing and a certain amount of time to get the property sold. That agent is expected to find buyers and oversee the transaction during this period. This is a good topic to cover when you’re explaining commissions, percentages, and how they are split.

F

Fair Credit Reporting Act

This one doesn’t get as much attention as the Fair Housing Act, but it was a game changer for the industry. Before the Fair Credit Reporting Act, consumers were not nearly as protected, and abuse of personal data ran rampant.

Enacted in 1970, the Fair Credit Reporting Act ensures that files containing personal information gathered and held by consumer credit reporting agencies are handled fairly, accurately, and privately. It also gives consumers access to their own information.

Fair market value

The fair market value is essentially the price that the market can bear, borne out by the fact that both the buyer and seller agree upon it. Make sure your clients don’t confuse it with the appraised or assessed value!

Fannie Mae

The Federal National Mortgage Association, colloquially known as Fannie Mae, is one of the most active sources of mortgage financing in the country. It is a government-sponsored enterprise that allows medium- to low-income families and individuals to obtain affordable mortgages.

Fee simple

This is a type of common property ownership in which there are no conditions or restrictions, and the property is owned absolutely.

FHA mortgage

FHA mortgages are government-backed property loans insured by the Federal Housing Administration. They differ from conventional loans in that the down payment and credit score requirements are lower. That’s why they’re especially popular with first-time homebuyers.

Fixed-rate mortgage

With a fixed-rate mortgage, the interest rate is set and does not fluctuate during the life of the loan. This gives the borrower the stability of knowing the rate will stay the same over the course of the 15 or 30 years of the loan. If interest rates dip significantly, borrowers can refinance their loans but will have to pay closing costs.

For sale by owner (FSBO)

This is when the owner of a property publicly lists it for sale without the assistance of a licensed real estate agent. Agent slowly raises palm to forehead. Many FSBOs are hoping to save money by not paying a seller agent’s commission fee. But given the cost savings that agents typically bring to a transaction, thanks to their marketing and pricing expertise, they probably won’t. 

Foreclosure

If a property owner stops paying their mortgage payments, usually for at least 90 days, the lender can start foreclosure proceedings. This can lead to a short sale, foreclosure auction, and/or the lender taking possession of the property.

Freddie Mac

Freddie Mac is the common name for the Federal Home Loan Mortgage Corporation or FHLMC. It’s a privately traded, government-backed company that offers greater accessibility to mortgage loans and provides stability in the market.

H

Home equity conversion mortgage

A home equity conversion mortgage is a type of reverse mortgage offered by the FHA that allows the borrower to withdraw a portion of their equity in a property.

Home equity line of credit (HELOC)

This is a line of credit based on the equity one has in their property.

Home inspection

Generally, a buyer will enlist the services of a licensed home inspector after the initial offer phase. The inspector will look for major (and sometimes minor) defects in a home that could impact the value. Inspectors usually look at the foundation, roof, plumbing, electrical systems, and HVAC.

Whether it’s bats, creaky foundations, creative duct-taping, or prominently displayed naked photos of the homeowners, most agents have encountered something unexpected in this phase.

Homeowner’s association (HOA)

Buyers looking at a home in a planned community need to know what an HOA is and why it’s important. An HOA is an entity that oversees the rules and regulations related to a planned neighborhood or multifamily building. They can also offer services to homeowners, manage shared property and common areas, ensure appearances are kept up, plan activities, and protect property values. 

Homeowners generally pay HOA fees each month. If they neglect to do so, the HOA can put a lien on the property. 

Homeowners insurance

Homeowners are required by their lenders to obtain homeowners insurance, which protects both the owner and mortgage provider against calamities, natural disasters, and accidents occurring on the property. Insurance is generally folded into monthly mortgage payments. Be aware that certain areas may have special requirements, like properties in flood zones needing flood insurance.

I

IDX website

A real estate agent’s website is one of the most important marketing and lead generation tools in their arsenal, especially when they have IDX functionality. IDX, or internet data exchange, allows your website to connect to the MLS and keep up-to-date real estate listings right on your site. We have done extensive research and selected our top real estate website builders that include IDX to help agents select the best provider. Check out our roundup of the best real estate website builders.

J

Judicial foreclosure

In many states, lenders must obtain a foreclosure ruling through the courts before commencing foreclosure proceedings.

Jumbo loan

A jumbo loan is one that goes over the “conforming loan limit.” That makes it ineligible to be backed by government-sponsored programs administered by Fannie Mae, the FHA, and Freddie Mac. The limit is based on local median home values. Jumbo loans generally require stricter qualifications, higher credit scores, and higher income or cash reserves.

L

Lead generation

Agents generate leads to keep their sales funnels full and ensure a steady pipeline of prospects and leads. Lead generation activities can range from cold calling to buying leads and everything in between.

Lease option

As the market cools and rates rise, this could be an attractive option for buyers who have found their dream home but are hoping rates will come down in the near future. A lease option is also known as a rent-to-buy. A property is leased for a determined monthly amount and can be purchased at any time during the lease for a specified amount of money.

Lender

In real estate, a lender is any individual or institution that provides financing to purchase a property, with the expectation that the amount will be repaid with interest.

Lien

We bet you have a lot of clients who think they understand this concept but could maybe use a refresher. A lien against a property means there is some unpaid debt where the property was used as collateral. This could tangle up the closing process if not properly handled. Liens can come from unpaid mortgages, construction bills, and even HOA fees. A mortgage is also considered a lien.

Life cap

On an adjustable-rate mortgage, this is the maximum rate of interest that can be charged above or below the initial interest rate. Generally, the life cap of an adjustable-rate mortgage is 5% or 6%, although it could be higher. This means that even if interest rates rise more than that life cap, the borrower will not have to pay those rates.

Loan officer

A loan officer is a licensed official with a financial institution responsible for helping borrowers understand the mortgage process, choose a loan, apply for and receive it, and communicate with other transaction stakeholders. These are the people who should be answering all of your client’s mortgage-related questions.

Loan origination

This is the time period during which a financial institution reviews a borrower’s loan application. There is sometimes a loan origination fee, as the institution gathers information and data to assess the borrower’s risk.

Loan servicing

Servicing is everything involved in the administration and maintenance of a loan. It includes sending out statements, collecting, recording, and tracking payments, managing escrow funds, and following up on unpaid debts. This is important for clients to understand because the company that they ultimately pay might be different from the institution from which they originally took out the loan (the originator).

Loan-to-value (LTV)

This is the ratio between the loan amount and the property value. To find the LTV, divide the loan amount by the value. A higher LTV denotes greater risk to the lender.

Lock-in period

A borrower must wait a certain amount of time before being able to pay off a loan in full. If a borrower does pay off a loan during the lock-in period, fees are usually involved. Make sure your clients don’t confuse this with a rate lock.

M

Mortgage

A buyer who can’t pay cash for a home will take out a loan or mortgage from a financial institution, using the property itself as collateral. In exchange, the borrower will pay back the loan regularly over a scheduled period of time and with interest.

Remember, the mortgage guys are where you should be referring your clients with their specific mortgage questions.

Mortgage banker

A mortgage banker represents the financial institution issuing the loan and oversees each step of the process. Make sure your clients understand the difference between a mortgage banker and a mortgage broker.

Got Clients With Interest Rate Questions? Share This!

Mortgage broker

A mortgage broker has access to multiple financial institutions. This way, they can shop around for a mortgage with the best interest rates or deal for the borrower. 

Mortgage insurance, aka private mortgage insurance (PMI)

Mortgage insurance protects banks against payment default. Lenders often require it if the borrower is putting down less than 20% of the purchase price.

Multiple listing service (MLS)

Like Zillow, but for real estate professionals, the MLS is a network of local lists that create a database of properties for sale.

N

Negative amortization

Negative amortization can happen when a borrower doesn’t put enough in their monthly repayments to cover the interest. In this situation, the total amount owed on the loan continues to increase.

No cash-out refinance

A borrower might use a no cash-out refinance to take advantage of a lower interest rate or to shorten the term of their mortgage. The borrower isn’t taking money out based on the equity of the property as they would in a cash-out refinance. 

No-cost mortgage

In a no-cost mortgage, the lending institution pays all closing costs in exchange for the borrower paying a higher interest rate. This benefits the lender in that they can then sell the mortgage on a secondary market for more because of the higher rate. It benefits a borrower who plans on staying in a property for less than five years. They save the closing costs and aren’t saddled with a higher interest rate for 15 or 30 years.

Note rate

Also called nominal rate, this is the amount of interest set for a loan used to calculate the monthly payment on a mortgage. Clients often confuse the note rate with the annual percentage rate. However, the APR is used to compare what it would cost for a specific loan with a certain lender, adding all their particular fees in.

O

Open listing

A seller who uses an open listing doesn’t have an exclusive agreement with an agent. This means that any agent can compete to find a buyer and receive the commission. Similar to an FSBO, an open listing might save the seller some money, but we all know it comes with a lot of headaches. 

Without a real estate professional, the seller doesn’t have someone who can provide advice and help move the transaction along. Agents might also be less motivated to market the property since they are not guaranteed a commission.

Original principal balance

The original principal balance is the total amount owed on a loan before any repayment begins. This is the number clients will see before paying their first monthly payment, though it generally does not have the escrow balance applied. 

Origination fee

A borrower will pay an origination fee to the lending institution to cover the cost of processing a mortgage loan. Clients might be surprised to learn that an origination fee is typically between 0.5% and 1.5% of the total loan amount. This means an origination fee on a $250,000 loan could be as high as $3,750.

Owner financing

If a buyer secures a mortgage directly from the seller, it’s considered owner (or seller) financing. The borrower generally avoids the fees, requirements, and rates associated with conventional loans and works out a legal and binding contract with the seller. 

There are also several advantages to the seller. They can typically set their own loan terms and sell the property as-is. Also, it all usually happens much more quickly than waiting on slow-moving financial institutions. 

Of course, there is risk involved, but sellers can often retain the deed until the debt is paid off. For buyers who struggle with good credit or putting together a 20% down payment, seller financing can open a lot of doors.

P

Pay-at-closing leads

Maybe you want leads, but you don’t have the budget to splash out on buying them before closing a deal. With a pay-at-closing lead gen model, you can obtain and work leads and only pay when they close on a property. Just note that the cost is usually pretty substantial, even as much as 35% of the commission.

Pending

This definitely gets confusing for clients poking around on Zillow, Redfin, and even the MLS. What’s the difference between active, active-contingent, pending, and all the other terminology? If a sale is labeled pending, all of the contingencies on the sale have been met and it is moving toward closing. Chances are very good that this sale will close. If not, the buyer may be at risk of losing their earnest money. 

Per diem fees

The borrower pays per diem fees for every day a loan is scheduled to close but does not. To calculate the per diem, multiply the loan amount by the interest rate (as a decimal) and divide that total by 365. The fees are generally paid to the lender at closing. 

A seller could also add a per diem clause in the contract. For example, if a buyer doesn’t close on a specified date, they might be required to pay a certain amount per day to cover utilities, insurance, HOA fees, or taxes.

Principal, interest, taxes & insurance (PITI)

This figure calculates monthly housing costs by adding up principal, interest, taxes, and insurance. PITI represents the total amount owed by a borrower every month. Many recommend borrowers keep PITI to less than (or equal to) 28% of their total monthly income. This is helpful for clients to know when they are considering how much house they can afford. 

Planned unit development (PUD)

A PUD is a grouping of residential buildings. It could be made up of townhouses, condos, or single-family homes and generally includes common areas such as pools, tennis courts, playgrounds, and parking. PUDs almost always have HOAs and associated fees. 

Clients looking at PUDs must understand the covenants, rules, regulations, and costs involved. For example, a client looking for a home that could also host exercise classes for paying customers might run into trouble with a PUD’s HOA rules about running a business out of a home. And make sure they’re aware of any required dress code when holding a garage sale.

Pocket listing

A pocket listing is a property being marketed quietly, in back channels. It can benefit sellers who value privacy or want to test the waters before listing publicly. 

What should you do when a client asks for a pocket listing? Pocket listings are risky because there is a lack of transparency and visibility that limits the number of potential buyers. This also makes pocket listings controversial, to the point where the National Association of Realtors (NAR) enacted the MLS Clear Cooperation Policy. This states that agents must put a pocket listing on the MLS within one day of any kind of marketing.

Pre-approval

Again, this is all really in the purview of the mortgage experts. However, your clients need to know the difference between pre-approval and prequalification (see below). After all, having a pre-approval letter from a lender can go a long way in giving a seller confidence when looking over an offer. 

After a borrower applies for a loan, a lender will grant them pre-approval for a certain amount based on verifying all of the information gathered. However, it’s important for your clients to understand that pre-approval does not guarantee a mortgage loan.

Predictive analytics

A predictive analytics company pulls together millions (if not billions) of data points from multiple sources in order to forecast the future. In real estate, common data sources include demographics, property, event data, and behavioral trends. This forecasting can influence — and even direct — strategic decisions, but it can also help agents hyper-target their marketing and lead generation activities on the prospects most likely to buy or sell in the next year.

Prequalification

Prequalification is the very first step in the mortgage loan process. A financial institution will prequalify a borrower for an estimated amount. It’s not as thorough a process as pre-approval, so it’s important to remember that this is even less of a guarantee of a loan.

Prime interest rate

A prime interest rate is what financial institutions use as a basis to determine rates for mortgages, credit lines, and even credit cards. 

Each bank has its own prime interest rate based on the Federal Reserve’s federal funds rate. While the prime interest rate is not the best or most competitive rate, it’s the one published publicly that can be adjusted based on individual loans. This is where clients with good credit, high down payments, and low debt-to-income ratios can negotiate for better rates.

Principal

Principal is one of those words that can mean different things to different people, depending on the context. 

• In lending, principal is the total amount of money borrowed that must be paid back with interest. 
• In real estate, the principal could also refer to a party (the buyer or seller) who has authorized an agent to act on his or her behalf. 
• It could also refer to the managing broker in a brokerage or the individual who’s ultimately legally responsible for overseeing transactions.

Probate

This is the process of reviewing a deceased person’s estate and will and administering the transfer of property. Probate can take place whether or not the deceased had a will in place.

Proof of funds

Clients should be aware that proof of funds is different from pre-approval from a lending institution. Buyers with all-cash offers still need a proof of funds letter, but for the entire amount.

A proof of funds letter lays out the financial situation of the buyer, demonstrating their capacity to buy a property. It should show that the buyer has enough cash on hand to cover the down payment and closing costs. These funds must be liquid, not stocks or bonds. 

A proof of funds form can be furnished by a bank, or you can use this simple proof of funds template from realtor.com.

Purchase agreement

Once an offer is accepted and all of the parties have signed, it becomes a contract or a purchase agreement. It’s important for buyer clients to understand that if they submit an offer, it becomes a binding contract once the seller agrees and signs. 

A purchase agreement outlines the terms and conditions of a sales contract. It affirms the buyer’s intent to purchase the property and the seller’s intent to convey it to the buyer. It also outlines the general agreed-upon terms, such as the purchase price, contingencies, closing date, and earnest money details.

R

Rate lock

Imagine a client submits an offer, and then rates increase exponentially in the period between the contract being signed and the closing date. It could throw off the entire deal.

Luckily, borrowers can lock in an interest rate for a certain amount of time. This protects that rate against fluctuations in the market in the time between making an offer and the closing date. Clients should check with their mortgage specialist to see what time frames are available and the fees associated with them.

This Free Download Helps Your Clients Understand Rate Lock

Real estate agent

You know who you are! Clients might be interested to know that you have specific education requirements, are licensed by the state, and must follow certain laws. And if you’re a member of NAR, you’re bound by a very stringent code of ethics.

Real-estate owned (REO)

Properties that have been possessed by a lender after the borrower has defaulted on a loan and a short sale or auction was unsuccessful are called real estate (or bank) owned.

Real Estate Settlement Procedures Act (RESPA)

The Real Estate Settlement Procedures Act of 1974, or RESPA, is a piece of legislation that protects consumers. It requires lenders to be transparent by providing timely disclosures of the scheduling and costs of a real estate transaction. It also prohibits kickbacks and inflated fees and places some limitations on the uses of funds in escrow. 

Before RESPA, mortgage lending felt like the Wild West. Consumers could easily find themselves at the mercy of bad actors who charged exorbitant fees, required referrals, and promised one thing but delivered something very different. 

Realtor

A realtor is a real estate agent who is a dues-paying member of the National Association of Realtors. NAR members are held to a high standard of professionalism and adhere to a strict code of ethics.

Many think this term is synonymous with agent, but it’s not! All realtors are agents, but not all agents are realtors. The word “realtor” is one of the hottest real estate keywords, so if you’re looking for a topic for your next blog article, why not explore the differences between the two?

Refinance

If a borrower takes out a new loan on the same property, it’s called a refinance. The debt owed remains the same but generally under better terms, such as a lower interest rate, smaller payments, or a shorter loan term. 

Right of first refusal (ROFR)

Giving someone the right of first refusal means that they have the opportunity to submit an offer on a property before anyone else. The seller can charge whatever price they want, and the potential buyer can offer whatever they think is fair. It doesn’t mean the offer will be accepted, but it does give the potential buyer an advantage. 

Right of ingress or egress

The right of ingress is one’s right to enter their property, and egress is to exit their property. You’re likely to hear these terms mentioned when there is an easement on a property. 

S

Sale-leaseback

This occurs when a seller and a buyer close on a property, but the seller needs more time to vacate the property. The seller can then lease back their former home from the buyer and pay rent for a specified period. If time is an issue, this can be a great negotiation point between buyers and sellers.

Second mortgage

Borrowers can take out a second mortgage on a property using the property as collateral. The first mortgage remains in effect and would be the first loan to be paid off if there is any default. Generally, second mortgages have high interest rates for less money than the first mortgage.

Secured loan

A mortgage is a type of secured loan where one uses collateral — in this case, a property — to secure funds. Loans can also be secured by cars and other high-value items. 

Short sale

If a borrower is behind on payments and in a dire financial situation, a lender might allow a short sale of the property. In such a case, they generally accept less than is actually owed on the mortgage. 

Buyers are often interested in short sales because they can mean a good deal on a property. But short sales are incredibly complicated, and the process is anything but short.

Staging 

Staging is the process of furnishing a house to maximize its appeal. Seasoned agents know that staging can really help a home shine, especially if the property is vacant. Applying a neutral, trendy look can help prospective buyers visualize themselves living in the house and can even increase the sales price. 

Bringing in new design elements and storing owners’ current furniture can be pricey. However, many staging companies assure sellers that they will recoup those costs in the sale of the home. If staging is not an option, consider tactful ways of suggesting that the owners declutter. Or just follow this list of clever staging tips!

T

Termite report/inspection/letter/bond

Imagine your clients purchase a home and, as they walk through the kitchen, their feet go through the floorboards because termites have been snacking on the wood. Termites can cause catastrophic damage. That’s why many lenders require proof that a property has been inspected for termites and termite damage. 

Banks may also require that the home be under a continuous termite bond. This shows that the home is regularly inspected and treated for termites by a professional pest control company. If termites are found, there are plenty of options for remediation.

Title

A title is one’s legal right to a property, to use it however one wants, and to transfer it how and when, and to whomever one wants. It is different from a deed, which legally shows who is the property owner.

Title insurance

Suppose you’re a buyer who purchases a property after conducting a title search, believing the title to be clean. Two weeks later, a fourth cousin, twice removed, of a little old lady who owned the house 74 years ago shows up on the porch saying you’re living in his inheritance. Title insurance has got you covered — it protects a property owner and a lender against claims on a property title.

Title search

When purchasing a property, most buyers will hire a lawyer or title company to comb through public records to follow the transfer of the title across the decades. This ensures the title is clean and free of liens or encumbrances. Individuals can conduct their own searches, but that’s not usually recommended. Generally, title insurance companies accept 30 years of record, which is good news for owners of historic homes. 

Transfer of ownership

This is a fancy way of explaining the conveyance of the deed and title from the seller to the buyer at closing.

Transfer tax

A transfer tax is essentially a fee charged by the state, county, or municipality to handle transferring the title. Clients will expect you to know the rates and if there are any applicable exceptions, as will the writers of your state’s real estate licensing exam. 

Almost everywhere, the seller pays the transfer tax. The fee is based on the value of the home and can be calculated in increments or as a percentage. For example, in South Carolina, the combined state and local fee is $1.85 per every $500 increment of the total sale price.

U

Under contract

If a buyer and seller have agreed on a price and terms and signed a contract, then the property is under contract. However, all contingencies have not yet been met, and the closing has not taken place. Once the contingencies are met, the property is considered pending, and the sale will most likely go through.

Again, this is a time of great uncertainty, and while an agent can control a lot, you can’t control everything. Stay diligent, stay vigilant, stay calm. And make sure you take your phone off silent.

Upside-down mortgage

Also known as an underwater mortgage, this occurs when a homeowner’s outstanding loan balance is greater than the current value of their home.

USDA loan

USDA loans are backed by the Department of Agriculture and tend to have lower mortgage insurance requirements than other government-backed loans. They also don’t require a down payment. The catch is that the property must be in suburban or rural areas to qualify.

Free Download: Loan Questions That Could Save Your Clients Money

V

VA mortgage

A VA mortgage is managed by the Veteran Benefits Administration and offers a guarantee for some or all of a mortgage issued by a private financial lender. This guarantee allows servicemen and women, veterans, and surviving spouses access to better loan terms. Those who qualify can learn more and apply for a VA mortgage loan here.

Variance

Think of a variance as a friendly exception granted by the local authorities. It’s a special permission to use or modify a property in a way that doesn’t align with current zoning laws, allowing a homeowner to make unique changes to a property.

Z 

Zero lot line

A zero-lot-line home is one that is built right up to the edge of its property line. 

Zoning ordinance

This is a local law that outlines how a property should be used in a specific area. There are zones designated for residential communities, commercial properties, and industrial purposes — you get it!

Bringing It All Together

You made it through all 141 real estate terms! Ensuring that you know and can explain these definitions will go a long way in helping your clients and becoming a successful real estate agent. No matter where you are in your real estate career, we hope this list of crucial real estate terms and definitions was helpful, a good refresher, and maybe even enlightening. How about that Garn-St. Germain Depository Institutions Act? Great anecdote for cocktail parties!

Did we miss any of your favorite terms? Have any definitions to add? Be sure to leave a comment below!

The post 141 Real Estate Terms and Definitions to Know in 2025 appeared first on The Close.

In this article, I tackle the five elements of great listing descriptions, six tips for writing better property descriptions, and creative real estate listing examples for inspiration. Let’s get started!

5 elements of great listing descriptions

Crafting real estate listing descriptions isn’t rocket science, but it takes more than just listing the property’s key features. So, what comprises a description that captures the reader’s attention? Let’s break it down.

1. A catchy opening line

The most creative real estate listing description examples kick off with a one-sentence-or-less, punchy title. Writing a catchy “brand” for your listing will draw people in and help them see it as a home and not just another set of pictures on the internet.

2. The property’s selling points

After your title, the next section of your listing description should be a two- or three-sentence pitch of the home’s best features. This should be a narrative description, not just a list of features or, God forbid — a bulleted list! Homebuyers aren’t shopping for groceries; they don’t need a checklist of your listing’s features.

3. Location and neighborhood appeal

Pitch the benefits of the home’s location and neighborhood. If these elements aren’t outstanding, try to find a silver lining. For example, if the house is on a noisy street with many bars open late, talk about the nightlife access. If it’s in a not-so-great neighborhood, but on a pretty block or near a new development area, mention those perks instead.

4. All caveats worth mentioning

While I never suggest agents write a “warts and all” listing description, you should still alert potential buyers to any vital information. A house hunter might forgive you for not mentioning the noisy street or less-than-perfect driveway. Still, they likely won’t forgive you if you leave out a dealbreaker — like the property’s leaky roof. Being upfront about these key details helps you avoid surprises later.

5. A compelling Call to Action (CTA)

The best home listing description examples have CTAs.  These CTA’s encourage buyers to contact you, schedule a showing, or attend your soon-to-be-announced open house. For instance, something as simple as “This rare gem won’t last long—call now for a private tour!” can entice buyers and encourage them to take that next step.

Writing the best listing description: Tips from a professional writer

Besides your cleverly placed real estate ads and high-quality listing photos, your listing description is key to attracting buyers. Consider these tips, along with some creative real estate listing description examples to inspire you:

Step 1: Write for the buyers you want to attract

Begin with a headline that’ll hook buyers. To sell a luxury home, you must speak directly to high-end buyers using real estate words that evoke exclusivity. If you’re targeting first-time homebuyers, focus on the neighborhood and lifestyle benefits that owning the property would offer.

Here are two creative real estate listing descriptions examples that target the right audience:

“Conveniently located minutes from the prestigious Beverly Hills Hotel and just 20 minutes from Van Nuys private airport, this estate is accessible only through private, gated streets. Discover a life of unparalleled luxury and serenity at the Crestview Manor, where timeless elegance and modern convenience blend seamlessly in the heart of Beverly Hills.” (Source: 2571 Wallingford Dr, Beverly Hills, CA 90210 on Zillow)

“Located in a gated community with 24/7 security, you’ll enjoy peace of mind while living in this well-maintained environment. The monthly HOA fee of 1,690 covers property taxes, security, and maintenance of the common areas, making for worry-free living. The owner is responsible for gas, electric, and water.” (Source: 361-K Skyline Dr, Staten Island, NY 10304 on Zillow)

Step 2: Showcase how it feels to live in that property

One of the first rules of copywriting? Sell the benefits and experience. Every famous copywriter, from David Ogilvy to Joseph Sugarman, agrees. Instead of telling your audience the listing has a big backyard, tell them how much fun they could have playing touch football with their family in the yard or the privacy it offers. Remember, your goal is to create a hook that makes potential buyers feel like they’re already stepping inside the property.

Check out this example of an inviting property listing description:

“Spend your days in one of the three living rooms, playing games, or watching films in the theater room. The 2.5-acre saltwater lagoon is an inviting escape, complete with paddle boards and kayaks for added fun. Located near stunning national parks, Paradise Shores allows you to explore and unwind in beautiful St. George while creating lasting memories with family and friends.” (Source: 5367 S Cyan Ln, Saint George, UT 84790 on Realtor.com)

Step 3: Keep it concise

Despite our hard work and clever content flourishes, the sad reality is that most people skim content online these days. Very few will take the time to read every word you write, even for a relatively short property description. So make sure to hit the key selling points of your listing early on and avoid overly lengthy, wordy descriptions.

Here’s an excellent home description example:

“Step into an open space defined by redwood, concrete, glass, and a sculptural butterfly roof framing sweeping mountain views. A brick fireplace acts as the focal point in the living, while a minimalist Poliform kitchen furnished with Gaggenau appliances and updated details throughout further enhances the experience.” (Source: 7316 Caverna Dr, Los Angeles, CA 90068 on Zillow)

Step 4: Use storytelling that’s honest and relatable

Never oversell or exaggerate. Trust me; buyers hate it when they show up to your house tour expecting a dream home only to find something completely different. 

Instead of stretching the truth, highlight the property’s best features authentically. If some parts of the house still need rework or an update, position it as an opportunity. You can say, “Bring your vision to life in this space,” or “There’s endless potential to customize this room.”

Take a look at these real estate description examples that are authentic and engaging without exaggeration:

“Whether you want to grow your own vegetables or create a peaceful outdoor retreat, this large lot gives you the flexibility to do it all. With charming curb appeal and an unbeatable location close to everything Tennyson Street has to offer, this bungalow is the perfect place to enjoy the best of Denver living.” (Source: 3930 Sheridan Boulevard, Denver, CO 80212 on Zillow)

“Now is the time to relax and enjoy sun bathing, swimming, and boating at your very own lake house! There is a septic tank on the property and public water is currently used for the home (there’s a well that could be used for gardening). Seller will pay to repair driveway but is selling the home as-is.” (Source: 1010 Flymm Smith Rd, Waterloo, SC 29384 on Zillow)

Step 5: Optimize for mobile without losing personality

Nowadays, most buyers scroll through listings on their phones. Big blocks of text are a big no-no, so listing descriptions must be easy to read. Break paragraphs, keep sentences short, and maintain natural flow throughout so it’s easy to skim.

Ensure your listing descriptions are easy to read on mobile (Source: Zillow)

Step 6: Proofread, proofread, proofread

One of the trickiest parts of writing anything is getting out of your head. It’s too easy to fall in love with your writing or miss your errors. Typos, incorrect grammar, and awkward phrasing can make the most luxurious listing look unprofessional — and you will lose the immediate trust of the buyer. 

Once you’ve written your listing description, read it aloud to identify areas that need improvement. Also, having a second set of eyes go over the listing can help ensure that your final version is polished and error-free.

Why listing descriptions are essential

A compelling real estate listing description is a strategic tool for turning a basic listing into a must-see property. It turns a buyer’s interest into action. Here’s why your property listing descriptions matter:

• Clever listing descriptions add depth to the property’s photos. While professional-looking photos grab attention, strong wording helps buyers visualize themselves living there. Using the right words and phrases offers details to a property that photos can’t fully capture.
• Listing descriptions can drive a sense of urgency. Your description should have a call to action that makes the buyers feel they need to act fast. By including phrases like “highly coveted” or “ultra rare property,” you’re urging buyers to move quickly before someone else snatches it up.
• Creative listing descriptions highlight hidden selling points. Some of the home’s key features — like energy-efficient windows and doors, eco-friendly paints, and green roofs — aren’t obvious in photos. A well-written description brings these details to light.

Frequently asked questions (FAQs)

How do I make my real estate listing stand out?

How do you write a luxury home description?

What is an example of a lot and block description?

Bringing it all together

I hope you’ve picked something up from these real estate description examples. Remember, the best examples of home descriptions are always honest and straightforward and vividly describe a potential homeowner’s lifestyle after purchasing the property.

Got any questions about realtor property descriptions? Do you have any tricks you’d like to share with fellow agents? Let me know in the comments!

The post How to Write Creative Real Estate Listing Descriptions (+ Examples) appeared first on The Close.

Key Takeaways:

1031 exchange requires investors to exchange proceeds from the sale of an investment property into a like-kind property or properties to defer the capital gains tax. 

Relinquished and replacement properties should only be used for business or investment purposes, not personal use like a primary or secondary residence. 

1031 exchange requires two major mandatories: identification of replacement property within 45 days of closing and the new purchase completed within 180 days. 

The final property that is resold will require taxes on any gains.

A qualified intermediary must handle the transaction, and the investor cannot take possession of the sale proceeds directly. 

1031 exchange can be done more than once, which permits continued deferral tax on subsequent transactions. 

What Is a 1031 Exchange?

So, let’s break down the definition of a 1031 exchange. It takes place under Section 1031 of the Internal Revenue Code. It allows investors to postpone or defer the payment of capital gains taxes when one investment property is sold and another property of equal or greater value is purchased. The properties involved must be held for business or investment purposes and be “like-kind.”

The term “like-kind” is one of the rules for the 1031 exchange, which may sound like a restrictive requirement, but it is pretty broad regarding real estate. Almost any real property held for investment purposes will qualify as like-kind. You can exchange commercial property for a residential rental or raw land for a shopping center. The key is that both properties are intended for investment or productive use in a business.

You’ll find this tax strategy is beneficial for real estate investors who want to avoid huge tax liabilities and have more capital to reinvest in new properties. A 1031 exchange has a tight schedule, so you must act precisely according to the rules provided by the IRS to avoid paying the capital gains tax.

How 1031 Exchanges Work + Examples

A 1031 exchange is a multi-step process with strict adherence to numerous IRS guidelines to keep the tax-deferred status. Every step of the process is crucial, and any missed deadline or mismanaged transaction will create grounds for disqualification. Hence, the investor will end up paying capital gains taxes on any realized gain from the sale. Understanding how each phase works is important, from selling the initial property to acquiring the replacement property. 

Below is a breakdown of what is a 1031 exchange in real estate and how it unfolds:

• Step 1: Sell the relinquished property. The 1031 exchange process starts with the sale of the investment property. The proceeds from the sale do not come directly into your hands, as required by law, so they have to be forwarded to a qualified Intermediary. You must refrain from handling the money at any point or risk jeopardizing the exchange.
• Step 2: Identify replacement property. You have 45 days following the sale to identify a replacement property. These 45 days are referred to as the identification period. The IRS allows you to identify up to three properties, regardless of value, or any number of properties whose value does not exceed 200% of the value of the relinquished property.
• Step 3: Reinvestment in replacement property. This is the third vital step. The new property must be purchased within 180 days, starting from the date of sale of the old property. The actual purchase must close, and all proceeds from the sale must be reinvested.

1031 In-depth Timeline

The 1031 exchange is a process wholly governed by an IRS timeline. Failure to meet the deadlines of each step involved in the exchange will void it and immediately create a tax liability. There are significant stages in a 1031 exchange timeline, from the sale of the original property to the replacement property acquisition. A successful exchange can be achieved by adequately comprehending and adhering to each step in the process. A general outlook at the 1031 exchange rule dictating a specific purchase and investment timeline:

• Day 0: The original property sells, and proceeds go to the qualified intermediary.
• Day 1-45: This is the period in which the investor has to identify a replacement property. Identify up to three properties or more than three, with an aggregate value not exceeding 200% of the relinquished property value. This is also known as the identification period.
• Days 1-180: Beginning from the date of sale, the investor has 180 days to close on the new property. The exchange is considered a failure if it does not happen in this window.

Pros & Cons of 1031 Exchange

Like any investment strategy, the 1031 exchange rules have advantages and disadvantages. Though the ability to defer capital gains taxes is highly attractive to real estate investors, it is also a very regulated process that comes with tight guidelines and timelines. Here are some key pros and cons of using a 1031 exchange:

FAQs

How soon can you occupy a 1031 exchange property?

What are the disadvantages of a 1031 exchange?

What is the average return from a 1031 exchange?

Bringing It All Together

Leveraging the 1031 exchange is a great tool real estate investors use to defer taxes and build their portfolios by reinvesting in like-kind properties. The process, however, is quite complicated, with a lot of strict rules and deadlines involved. But, for an investor who can follow the 1031 exchange rule, large tax deferrals are the most substantial advantage and will provide success in the long term.

Have you ever done a 1031 exchange? If so, let us know about your experience!

The post The Complete Guide to 1031 Exchange Rules appeared first on The Close.

Bonus: Download All 16 Open House Scripts

Greeting Visitors

First impressions are vital in setting the mood of the entire open house experience. A warm and inviting open house script makes your guests feel welcome. By establishing rapport right up front, visitors will be much more inclined to interact with you and not feel hesitant to ask questions. This initial greeting doesn’t have to be overly complicated; you could just give some quick hellos and offer them open house food once they arrive. 

1. The Warm Welcome

Non-invasive open house scripts for realtors offer an invitation to converse. You will be approachable and visitors will be free to explore as they want. 

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Agent: “Hello, welcome to [address]! I’m [Agent’s Name]. What brings you in today?”

Visitor: “We’re just checking out the new listing!”

Agent: “That’s great! Take a look around, I’m here if you have any questions! Don’t forget to check out the [add a property highlight]”

2. The Information Station

If you ever need to know what to say at an open house, try providing your guests with information. In this script, visitors are directed to essential informat

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Agent: “Hello! Just for your information, refreshments are available in the kitchen, and here’s an informational brochure on the property.”

Visitor: “Appreciate it! We’ll just take a look around.”

Agent: “Of course! There’s so much this house has to offer, especially the backyard. Make sure to check that out, it’s perfect for entertaining.”

3. The Friendly Initial Meeting

Friendly real estate open house scripts invite the visitor to share their open house experience with you and, at the same time, set you up as a useful guide. Couple this greeting with a sign-in sheet form, and you’re off to the races.

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Agent: “Welcome in! Is this your first open house of the day?

Visitor: “Just a couple so far.”

Agent: “Great! I’m happy to answer any questions about this one. I can also point out some unique features if you’re interested.”

Engaging Potential Buyers

Once prospective visitors view the property, you’ll want to initiate a conversation that stimulates their thoughts and decisions. Engaging potential buyers is about asking the right questions at the appropriate time. Whether you’re asking about their impression of the house or how it stands up against other properties they have viewed, these conversations deliver valuable information. A clear grasp of their highest priorities can help narrow down to specific features or benefits that the home may have to meet those needs. 

4. Digging for Search Criteria

This question encourages the visitor to give an opinion so you can learn something about their real needs.

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Agent: “How does this home compare to others you’ve seen?”

Visitor: “It’s nice, but we’re looking for something a bit bigger.”

Agent: “That makes sense. There are a few larger options on the market in this area. Do you have a specific size you’re looking for? I’d be happy to share some listings that fit your needs.”

5. Envisioning the Future Picture

Whetting visitors’ appetites by having them envision themselves in the space creates an emotional bond with the home, which is a crucial element of their decision-making process.

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Agent: “What do you think about the layout? Can you imagine yourself living here? ”

Visitor: “We like the layout, but we’re not sure about the kitchen size.”

Agent: “I can understand that. One thing I’ve seen buyers do is open up this wall here to create more space. It could transform the kitchen. Are you open to renovations if the rest of the house fits your needs?”

6. Checking Off the Wishlist

This script will expose the buyer’s core needs and position you as a resource, whether it be in this home or others. 

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Agent: “What’s on your wish list for your next home?”

Visitor: “We’re looking for something with a bigger yard and maybe a finished basemen

Agent: “This property might not check all the boxes, but I can help you find something that fits your needs if you’d like.”

Dealing With Casual Lookers

Not every open house attracts immediate buyers only. Casual onlookers could be neighbors, window shoppers, or people simply curious about the market. Even the ones who are “just browsing” might become potential contacts for a later date. By making a good impression and letting the conversation be light with no pressure attached, you are leaving the door open for the future. 

7. The Friendly Neighbor Check-in

This conversation can turn an informal looker into a potential lead for the future while keeping a light, friendly conversation. 

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Agent: “I understand if you’re just browsing. Feel free to ask any questions that come up.”

Visitor: “Thanks, we’re just starting to look.”

Agent: “Totally get it. If you’re curious about anything, even about the neighborhood or the current market, I’d be happy to chat. No pressure at all.”

8. The Curiosity Tap

Casual lookers may not currently be in the market, but perhaps something will spark their curiosity about the local market that could encourage them to buy or sell.

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Agent: “What brought you by today? Are you just curious, or are you looking for something specific?”

Visitor: “We were just driving by and thought we’d check it out.”

Agent: “That’s great! This neighborhood has been pretty popular lately. Are you familiar with the area, or are you exploring for the first time?”

Visitor: “We’ve never been to this neighborhood before.”

Agent: “Just so you know, [insert feature, new addition, or exciting perk of the neighborhood].”

9. The Inspiration Seeker 

Casual browsers attend open houses for inspiration. By connecting them with resources or providing knowledge, you build a rapport that may translate into business when they are ready to purchase or sell.

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Agent: “Sometimes people stop by open houses just to get ideas for their own home. See anything you like?”

Visitor: “Yes, we love the kitchen backsplash. It’s unique!”

Agent: “The sellers created it with an amazing local designer, really talented. He does custom kitchen details like this. If you ever want to do a renovation, I can always pass their contact info along to you.”

Visitor: “That would be great! We have been thinking about updating our kitchen.”

Agent: “I can also send you a few more ideas that might fit with the look you’re going for. If you ever want to know what renovations could increase your home’s value, I’d be happy to help!

Following Up After an Open House 

The work does not stop after the open house is over. Effective follow-up is critical to turning interested visitors into buyers. An open house follow-up call script puts you back into top-of-mind status, answers remaining questions, and allows extra viewings to be scheduled. That will be an excellent opportunity to sense interest and may provide more information for those teetering on the fence. A well-constructed follow-up email might state or reinforce the benefits of the property and keep the conversation alive. 

10. The Open Invitation

In this case, private viewing or further assistance is offered without compulsion to give the visitors space to decide for themselves while keeping the conversation open for further interaction. Here’s an example of an open house follow-up script message that could be an email or phone call:

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Agent: “Hi [Name], thanks again for visiting the open house at [Address]! I wanted to check in and see if you had any questions. If you’re still interested, I’d be happy to arrange a private viewing at your convenience or show you some similar properties in the area.”

Visitor: “We’re still thinking about it.”

Agent: “No problem at all! Take your time. If you’d like to explore any other homes or need more details about this one, feel free to reach out. I’m happy to help whenever you’re ready!”

11. Offering Expertise

This script positions the agent as a knowledgeable resource and adds value beyond just the property to help gain confidence and further the interaction. Similar to above, use it as a phone call, email, or even when people are exiting the open house.

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Agent: “Hi [Name], thanks again for stopping by the open house at [Address]. I wanted to let you know I’m always available if you have any questions, not just about this property but about the market in general. I’m happy to help with anything from financing advice to neighborhood insights.”

Visitor: “Thanks! We’re still figuring out our next steps.”

Agent: “Completely understandable! I’d love to assist if you ever need tips on financing, home values, or even neighborhood trends. Don’t hesitate to reach out. I’m here to help with anything, even if you’re not buying right away.”

Addressing Common Questions or Concerns

Buyers will have questions or concerns about the property, neighborhood, or certain features, and how well you address these may be the most important points to sway their decision-making process. Thoroughly answering questions shows your knowledge of the market and the property and alleviates their doubts. Whether it’s concerns over the age of the roof, the school district, or what kind of growth the neighborhood might see in the future, thoughtful and well-informed responses build trust. 

12. The Neighborhood Expert 

The detailed, relevant information you provide about the neighborhood often proves to be the deciding factor in their choice. This can help gain their trust and respect for your knowledge of the area. Example:

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Visitor: “What is the neighborhood like in this area?”

Agent: “The house is located near a walking path that will take you to a great park nearby. The neighborhood also has some local shops and neighborhood restaurants that are within walking distance.”

Visitor: “That’s good to know. We enjoy taking strolls on the weekend.”

Agent: “That’s great! If you’d like, I can send you some more information about community events and local amenities.”

13. The House Condition Question 

Discussing the condition of the property upfront and providing related documentation, such as inspection reports, allows you to build confidence and demonstrate transparency in your dealings.

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Visitor: “How old is the roof? It looks like it might need repairs.”

Agent: “The roof is about 10 years old, so it’s got some years left. The sellers recently had it inspected, and it’s in good condition for now. Would you like to see the inspection report? I can share that with you.”

Visitor: “That would be helpful.”

Agent: “Absolutely, I’ll get that to you right away. If you have any other concerns, feel free to ask.”

Turning Neighbors into Sellers or Referral Sources

When neighbors come to an open house, they are often curious about the property itself, the market, or even how their home compares. While they may not be immediate buyers, they present a unique network growth opportunity. That means talking with neighbors is equally important since they might consider selling their property. Make sure this script is part of your open house checklist so you can speak to them during the open house or with a proper follow-up. 

14. The Market Valuation Offer

The free valuation will help the neighbors assess their homes’ potential value and keep you in mind when they’re ready to sell.

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Agent: “It’s been great meeting so many neighbors today. With the market moving as fast as it is, have you ever thought about what your home might be worth?”

Visitor: “Not really, but we’ve noticed a lot of houses selling around here.”

Agent: “Yes, it’s a very active market right now. I’d be happy to offer a free home valuation if you’re ever curious about what your home could sell for in today’s market. It’s always good to have that information, even if you’re not planning to sell right away.”

Visitor: “That sounds interesting. We might take you up on that.”

Agent: “I’d love to help whenever you’re ready! Here’s my card, feel free to reach out any time.”

15. The Referral Connection

Referral open house scripts open up your network for more business. Even if the visitor isn’t selling, they may know someone who is, and it keeps you top of mind.

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Agent: “I know you’re just looking today, but if you or anyone you know ever has questions about the market, home values, or anything real estate-related, feel free to reach out. I love helping clients, even if they’re not ready to make a move just yet.”

Visitor: “Thanks, I’ll keep that in mind!”

Agent: “No problem at all! I enjoy keeping up with the trends in this area, so if you’re ever curious about how the market’s doing or need advice on renovations, don’t hesitate to contact me. I’m happy to offer any insights that might help down the road.”

Visitor: “That’s good to know—thank you!”

Agent: “Of course! Building relationships is what I enjoy most, so don’t be a stranger. I’m always here if you need anything.”

Open House Visitor Information Collection Tools

Capturing visitor contacts during an open house is critical for follow-up and lead nurturing. Digital sign-in sheets let agents capture visitor information on a tablet or smartphone. These tools automatically sync the data into a CRM to streamline follow-ups and lead tracking. Other popular options include QR code sign-ins so visitors can scan in and input their info directly from their phones for reduced friction and increased participation. Here are three tools to help you collect open house visitor information:

FAQs

How should I behave if the visitor seems unresponsive to my open house greetings?

What do I say to browsers who aren't buyers?

What's the best follow-up after an open house without being overbearing?

Bringing It All Together

Using open house scripts will take the stress out of those first interactions and give you much more confidence no matter what situation arises. Whether you’re greeting visitors, chatting with potential buyers, or handling casual lookers, these scripts offer a refined roadmap. They will offer you creative ways to involve neighbors and then turn them into future clientele or sources of referrals. Mastering these easy techniques will make your open houses much easier and open up business opportunities later.

The post 16 Open House Scripts & Tools That Actually Get Phone Numbers appeared first on The Close.

Download Our Home Staging Tips

What Is Home Staging & Why Clients Need It

Home staging is a real estate marketing strategy in which agents, homeowners, or professional home stagers use design choices, furniture, and decor to sell a home faster. Home staging aims to help potential buyers visualize themselves living happily in the home. 

When you set the home up in a way that showcases the home in the best possible light, your real estate photos will be sure to pop onto sites like Zillow and realtor.com, where you’ll attract future clients. After all, 20% of buyer’s agents said that staging increased the dollar value offered between 1% and 5%. That’s still a lot of difference compared with homes that aren’t staged.

Cost of Home Staging

Home staging costs depend on location, the property’s size, and the transformation you or your clients want. Home staging can cost anywhere from $500 for a quick coat of paint and some sweat equity to well over $50,000 for a months-long staging project in a large luxury home.

According to the National Association of Realtors (NAR) 2023 Profile of Home Staging Report, the median cost of staging a home was $400 if personally staged by the listing agent and $600 if staged professionally. Remember, a staged home tends to sell faster, so it can be a worthwhile investment.

15 Clever Home Staging Tips

If you want to be a master stager, remember these house staging tips whenever you have a new listing due for an upgrade:

1. Start With the Curb Appeal

Here’s one of the home staging tips we’ll mention repeatedly. If your property listing’s exterior isn’t nice enough to engage your buyers, they’ll never see the work you and your sellers put on the interior. So, improve your listing’s curb appeal and entice them to come inside with a groomed landscape that sells. Do the obvious things like mowing the lawn and edging around sidewalks and the driveway. Add some seasonal shrubs or flower beds to give your listing a color. Trim any hedges and trees to make everything look crisp and well-kept.

2. Make Rooms Feel Larger

Add height to any room with window drapes and panels that extend from the ceiling to the floor, not just over the actual windows. Find some decorative curtain rods and hang them high, just below the ceiling, and add sheer or blackout drape panels that extend to the floor. This way, the room will feel more spacious as the eyes are drawn towards the ceiling.

3. Use Mirrors or Reflective Art

Placing a mirror on a mantle or leaning one against a wall instantly adds light and depth to any room. Mirrors can also be affordable statement pieces that transform a blank wall into a stylish one. Of course, choose a mirror that complements the furniture.

4. Eliminate Clutter, Not the Personality

When decluttering before showings, it’s essential to strike a balance. Keep the property’s personality while removing excessive clutter that makes the home feel claustrophobic. Toss that stack of boxes on the dining room table. But don’t go overboard—keep a few personal touches, like a sofa blanket or throws.

5. Invest in High-end Accessories for the Kitchen

Here’s one of the best house staging tips you should consider. A few high-end kitchen decor pieces can go a long way in helping build the fantasy that people with good taste (and lots of disposable income) would love in the home. Remember that they don’t have to be super-high quality and expensive—they only have to look high quality and costly. Grab some beautiful oil and vinegar decanters, a classy utensil holder from Le Creuset, or a Polish pottery dish for fresh fruit.

6. Use Large Potted Plants to Fill in Empty Spaces

Potted plants do more than clean the air. They are also perfect for filling in empty spaces in the home when you don’t have enough furniture. Plants give a room character and warmth. You don’t need a lot of big furniture pieces if you have some well-placed greenery to accent the items you have.

7. Paint the Walls With Muted Colors & Let the Furniture Pop

Paint with softer, muted colors to avoid bad real estate photos and let the furniture pop. Our team of agents loves recommending Sherwin Williams’ Agreeable Gray, a warm, greige color. Think of your listing’s walls as a blank canvas for future homeowners. Treat accent walls the same way—keep the colors neutral and soft.

8. Use Art & Coffee Table Books to Build the Fantasy

There is an excellent reason why almost every high-end home on Zillow is staged with oversized art, fashion books, and incredible art pieces. They help build the fantasy that people looking at the home imagine for themselves. Find coffee table books at used bookstores or even your local thrift store. It doesn’t have to be expensive to look great in your staged home.

9. Repaint Cabinets & Replace Drawer Pulls in the Kitchen

If you’re working with a dated kitchen, a fresh coat of paint can bring it into the 21st century on a budget. Even if the homeowner doesn’t want to tackle the project, hiring a professional to spray them will still be a fraction of the cost of replacing them. While discussing kitchen cabinets, consider replacing the handles and drawer pulls. It may seem simple, but your potential buyers will notice. Replacing old, worn, or dated hardware with new modern pulls will make the kitchen feel fancy.

10. Accessorize the Bathroom

While you might want kitchen counters to be clear, an empty bathroom can look cold and feel more like a hospital room. Accessories like plants, candles, or high-end soap bottles can quickly add warmth and life to a bathroom. Think of it as creating a mini oasis that feels cozy and relaxing.

11. Go Gender-neutral When Staging Children’s Bedrooms

Whenever you stage a child’s bedroom, ensure the furniture and decor you choose are gender-neutral. You cannot know the gender of your buyer’s children, so creating a typical boy’s or girl’s room can kill their fantasy. Instead, they should immediately be able to imagine their child being happy in the room.

12. Refinish Damaged or Heavily Worn Hardwood Floors

Refinishing hardwood flooring or sprucing up luxury vinyl plank is an easy and affordable way to upgrade a home. You’ll be surprised at the instant makeover from a quick refinish of the floors. After all, your client could have the most beautiful furniture in the world, but the entire room will feel cheap if the floors are scuffed up and dirty.

13. Stage the Home’s Front Entrance

Staging the front entrance is crucial since the front door will be buyers’ first impression when they leave the car. You don’t have to go overboard here, either. A sconce lighting, a few potted plants, a chair, or a cafe table can make a front entrance much more inviting.

14. Remove Signs of Pets

While it’s great to paint your property as a pet-friendly space, you should know that not everyone is okay with having pets. Some potential buyers may have allergies or sensitivities to fur and pet odors. So, when home staging, remove any signs of pets—odor, toys, pet beds, and litter boxes. Ensure any lingering pet odors are neutralized with a deep cleaning solution.

15. Use Virtual Staging

Don’t underestimate the power of virtual and augmented reality staging ideas and techniques. It’s a game-changer! With virtual staging, you can showcase multiple ways to use a room, swap out decor styles to reflect the latest trends, and give potential clients a feel of the space without buying furniture.

Many of today’s buyers who work from home are looking for another perk—a home office. This is why virtually staging a bedroom as a home office is a quick and easy way to kill two birds with one stone. Using Apply Design for just $10.50 per image, you can virtually stage a room in minutes.

Things to Avoid When Home Staging

While we’ve enumerated the best steps on how to stage your home for sale, here are some things to avoid if you want your property listing to capture potential buyers’ attention during showings:

• Don’t over-stage: Clear rooms of anything that doesn’t add value and keep the things that add interest without taking away from the house. Honestly, this comes with time and practice. You innately know what feels right. You’re a homebuyer, too, so you will know when the room feels good. And your clients will feel it, too.
• Don’t go overboard with repairs: Let your clients know that big renovation projects should be left for the new homeowner after the sale. Most new homeowners want to tackle those projects to make their homes their own. So, there’s no need to do anything more than spruce up before selling the house. The simple fixes in this article are more than enough to sell the home quickly. 
• Don’t go crazy with themes: Avoid extravagant bedroom themes when getting your listing show-ready. Let potential buyers see themselves in the room, not your seller client. If the wall is painted in multiple colors, it’s best to repaint it with a single solid color instead.

Resources for DIY Home Staging on a Budget

Now that you’ve read our tips for home staging, knowing where to shop is crucial, whether you’re ready to hang your shingle as a stager or want a few decorative pieces to help your homeowner stage on their own. Nice furniture and decor are expensive, but they don’t have to be if you know where to shop. Here are some resources professional stagers and prop masters use to buy high-end (or high-end-looking) furniture and decor on a shoestring budget:

Shop	Best For	Learn More
	Lighting Vases and vessels Bath accessories Bedding	Visit eBay
	Art decor Lighting Collectibles	Visit LiveAuctioneers
	Furniture Home office supplies Lighting Shelves Kitchen decor Bathroom accessories	Visit IKEA
	Kitchen decor Bathroom accessories	Visit West Elm
	Decorative objects: vases and vessels, baskets, planters Rugs Lighting fixtures	Visit Pottery Barn
	Furniture Lighting fixtures	Visit Craigslist
	Seasonal decor Candles and home fragrances Unique wall decor	Visit Etsy

Frequently Asked Questions (FAQs)

What is the 3-foot, 5-foot rule in staging a home?

What are the most important considerations when staging a home?

How do I stage my home for a successful sale?

Bringing It All Together

Like creating great real estate graphics, staging a home is vital for marketing and selling it quickly. Do you have DIY home staging tips for sellers or your fellow agents? Let us know in the comments!

The post 15 Home Staging Tips to Sell a House Fast appeared first on The Close.

Tip 1: Offer to Help

When knocking on doors in the real estate business, avoid coming on too strong with people you don’t know. Most homeowners don’t respond well to a hard sell unless you have an excellent reputation in their neighborhood. Instead, start a friendly conversation by asking if they could use any help or advice with real estate matters. This approach helps you build a good relationship and trust with potential sellers. Listen carefully and offer helpful information without being pushy to form genuine connections within the community.

Tip 2: Don’t Forget to Bring Your Door Hangers

Door hangers are a great way to leave a lasting impression, offering a solid return on investment (ROI) for print marketing. By leaving behind marketing materials with your picture, logo, and contact information on a doorknob, homeowners are more likely to remember you when you return. Follow up in a few days with either a friendly call, postcards, or by sending a neighborhood market analysis through the mail.

Get gorgeous, custom-designed door hangers, social media templates, business card templates, and more from Agent Crate. Agent Crate offers 1000-plus customizable templates to create beautiful leave-behinds in minutes.

Tip 3: Don’t Try to Close the Deal on Their Doorstep

When you’re out knocking on doors to generate real estate leads, focus on building genuine connections. If you hit it off with someone, consider taking the next step by calling them, including them in a direct mail or drip campaign, or asking for their cell phone number to text at a more convenient time. Avoid diving into a hard sales pitch if a homeowner is considering selling. Instead, take it slow by suggesting a phone call, meeting, or inviting them to an open house. But if you meet someone ready to sell, don’t hold back—go ahead and set up that listing presentation appointment without hesitation!

Tip 4: Give a Small Compliment

Remember to turn on your charm! A heartfelt compliment can instantly create a bond and open doors to meaningful connections. When you’re out door knocking for real estate, find something that genuinely impresses you about the homeowner. It could be their meticulously manicured lawn or their inviting front door decor. Make it all about them—engage them in conversation, ask questions, and genuinely listen to what they say. The ultimate aim is to lay the foundation for a solid and lasting rapport.

Tip 5: Offer Value to Homeowners

Another hard-and-fast rule of lead generation is offering something your leads want. This can be as abstract as a conversation or advice or as concrete as a well-researched comparative market analysis (CMA) or market report. You’re doing it wrong if you feel you have nothing to offer. Access to the MLS lets you see if any properties in the neighborhood are expired listings or FSBOs. Packaging that data in creative and valuable ways is just a matter of packaging. 

Tip 6: Dress for Success & Comfort

When it comes to dressing for success, it’s all about professionalism and confidence. Think of your outfits as a way to show off your maturity, creativity, and success. Stick to classic, neutral pieces; remember that you don’t have to spend a fortune to look great. Your outfit should reflect your brand, so consider wearing your logo or brokerage name to make a strong impression. And hey, looking professional doesn’t mean being boring—dress to impress, especially when you’re out door knocking. 

Tip 7: Make Fun Pop-by Gifts

When you visit homeowners, remember to bring a little something like a pop-by gift to make sure they remember you. It could be candy, flower seeds, or any other small gift with your contact info. Feel free to include a card with a cheesy joke to make them smile!

Tip 8: Learn the Best Days & Times to Door Knock in Your Area

If you plan to do door knocking for lead generation, Saturdays between 10 a.m. and 5 p.m. are a great time to catch most people at home. Weekdays between 8 a.m. and 11:30 a.m. are prime times. Just be mindful of people’s time and respect their religious and cultural practices. When planning your door knocking schedule, it’s vital to be flexible and open-minded, considering both weekends and weekdays.

Tip 9: Invite Them to the First Open House at a New Listing

I’m always curious about how my neighbors live, aren’t you? Before the first open house, do some circle prospecting around a new listing. It’s a great way to impress the homeowners and get to know the neighbors. When you have an open house, hand out personal invitations to the neighbors to show them you’re the neighborhood expert. Check out our Open House Ideas guide if you need ideas to generate leads at your next open house.

Tip 10: Don’t Try to Knock Too Many Doors in One Day

Feeling all worn out at noon doesn’t mean you’ve been working hard; it just means you’re stressed, tired, and probably grumpy. And that’s not the vibe you want when knocking on doors. Nobody wants to chat with a stressed-out stranger on their doorstep, right? So, to avoid burning out, knock on about 20 doors before you head to the office or start your open house this weekend.

Tip 11: Track Your Progress

Remember to monitor your outdoor knocking. Keep a tally of the doors you’ve knocked on, the ones where you didn’t have any luck, and the potential candidates for a direct mail campaign. You can use a notepad app to jot down all this info. It’s also important to evaluate your progress and make any necessary changes to improve your approach.

If your customer relationship manager (CRM) has a mobile app, like LionDesk, you can use it to keep track of every conversation while you’re out and about. Add new contacts, take notes, and save data immediately. You can even try LionDesk for 14 days without giving your credit card number.

Tip 12: Ask Open-ended Questions

The key to not being boring is showing potential clients that you care about them and want to work with them. When you knock on doors, asking open-ended questions and listening to what people say is essential. Their input is crucial because it helps you offer the best service for their needs. Sometimes, people are busy, and you might catch them at the wrong time, so it’s crucial to be ready to handle any objections they might have.

Ask LPMAMA open-ended questions like the following:

• “Are you or anyone you know interested in buying a home in your neighborhood?”
• “What do you look for in a potential property?”
• “What’s important to you in a neighborhood?”
• “What would your ideal home look like?”
• “What are your biggest priorities when buying a home?”
• “Tell me about your experience with real estate so far?”

Tip 13: Knock With a Partner

When you’re door knocking, make sure to have a partner with you for safety. This goes for any neighborhood. You never know who will answer the door, so it’s wise to have someone looking out for you from across the street. Plus, it’s nice to have some company, too.

Tip 14: Don’t Be Afraid of Luxury Neighborhoods

In wealthy neighborhoods, people may hesitate to approach potential luxury clients since they assume they have no chance. However, taking a chance might lead to unexpected opportunities. The other good part of knocking on rich people’s doors is that they’re more likely to be entrepreneurs—and maybe also more likely to be self-made entrepreneurs who appreciate a good hustle! Maybe some eccentric billionaire will take a shine to you and give you ten listings to sell this year. Hey, you never know until you try, right?

Tip 15: Participate in Community’s Good Deeds

If you want to connect with the locals, think about doing something cool and helpful for the community. An easy neighborhood cleanup or setting up a clothing drive can get you noticed by everyone and start conversations. This is a great way to overcome any fears of knocking on doors because it removes all the pressure and gives you a reason to be at their door other than to sell something.

The Best Door Knocking Scripts for 2024

Effective door knocking scripts are essential for any successful salesperson. In 2024, the key to mastering door-to-door sales lies in using the best scripts that resonate with potential customers. The right script can make all the difference, from building rapport to effectively communicating your message.

Script 1: If I Brought a Buyer Door Knocking Script

This door knocking script is a classic. The basic idea is to uncover a homeowner’s interest in selling. It’s straightforward and short, so it’s an easy conversation starter.

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Agent: I love your house. It’s beautiful. If there is any possibility of bringing a buyer your way, would you be interested in selling your home?

Script 2: Recent Listing Door Knocking Script 

Trying to create a value proposition to justify knocking on a stranger’s door on a Saturday morning isn’t easy. The best offer you have as an agent is a track record of success selling homes in their neighborhood. So, if you have a recent listing that received multiple offers, print it out, black out the personal information, and put together a minipresentation you can use as a talking point. Now that you have a reason to be there, here is a door knocking real estate script you can use.

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Agent: Hi, I’m {your name} and I am the listing agent for the property down the street. We received multiple offers on that home, and, of course, we can only accept one. The home sold well above asking price, and these oth

Script 3: Your Neighbor Just Sold Door Knocking Script

The most successful agents leverage the sale of a listing to gain more listings immediately after closing. Use this highly effective conversation starter real estate door knocking script to take advantage of your recent success with people who own homes around your listing.

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Agent: Hi, I’m {your name}. Your neighbor just sold their home for {sold price}. What did you think of that price?

Wait for their response. 

Agent: Did you get a chance to see it at the open house?

Wait for their response. 

Agent: Well, there are still buyers interested in your neighborhood. For the right price, would you consider selling your home?

Script 4: Housing Update Report Door Knocking Script 

Believe it or not, many homeowners are interested in the housing market, even if they’re not considering selling their homes. When you arrive on their doorstep with pertinent market information that affects the value of their home, most people will pay attention. Here’s a simple and easy-to-use script alongside the latest market data.

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Agent: Hi, I’m {your name} with {your brokerage}, and I’m stopping by with a housing update on {your farm area} to keep you informed about what’s going on with the current housing market. I was curious to see if you have any questions about the market or if you’re considering moving anytime soon.

Script 5: Home Valuation Door Knocking Script

Like the housing market update, homeowners are always curious about their home’s appreciation. Share a recent sale in the neighborhood to pique their interest in getting a home valuation from you.

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Agent: Hi, my name is {your name} from {your brokerage}. I promise I won’t take much of your time—but did you realize that a home just a few houses down just sold for over asking price? I don’t know if you have any interest, but I‘m an expert in {neighborhood name} if you’d like a free valuation of your home.

Benefits of Door Knocking 

Door knocking for real estate lead generation offers several benefits:

• Personal connection: It allows you to personally connect with potential clients, enabling you to build trust and rapport more effectively than digital communication.
• Targeted approach: Door knocking aids you in targeting specific neighborhoods or areas where you want to focus your real estate business.
• Immediate feedback: It provides a unique opportunity to get immediate feedback from homeowners, allowing you to better understand their needs and preferences.
• Higher response rates: Door knocking can yield a 20% response rate, which is relatively high compared with other lead generation methods. 

Is Door Knocking Still Effective in 2024?

If you ask some agents, they may say technology or social media is a much better way to generate leads. But the truth is, there’s room for both online lead generation and door knocking. According to World Metrics, 82% of real estate agents who door-knock see an increase in their business, and 60% of real estate agents who door-knock see an increase in referrals. Additionally, realtors who regularly door-knock make an average of $50,000 more annually than those who do not.

Nowadays, every agent seems obsessed with perfecting custom audiences for Facebook ads or trying (and failing) to go viral on Instagram or TikTok. Instead, they could hone the one skill they need to last in this industry: the ability to make a personal connection with another human being.

Bringing It All Together

As your colleagues increasingly rely on technology, it’s time to consider a different approach. Step outside, knock on some doors, and establish those personal connections that can truly distinguish you in the real estate industry. Your unique personal connections can set you apart and make you feel valued and important. 

Do you think door knocking will become a thing of the past or experience a resurgence in 2024 and beyond? Let us know in the comment section.

The post Door Knocking for Real Estate: 15 Tips & Scripts appeared first on The Close.

Why Seller Leads Matter for Your Business

Real estate seller leads are an important part of building a strong real estate business. When you secure a seller, you’re not just handling a single transaction—you’re setting yourself up to manage the process, attract potential buyers, and increase your market presence.

 Listings give you visibility—allowing you to showcase your expertise and often lead to more opportunities. Focusing on how to get seller leads in real estate and converting them into listings will help create a more consistent flow of business, making your career more stable and allowing you to grow your reputation as a top agent.

Once you land the listings from executing on these seller lead strategies, you’ll want to check out our article, The Ultimate Real Estate Listing Marketing Plan.

Strategy 1: Find & Target Potential Sellers With Lead Generation Tools

Using advanced lead generation tools to find and target potential sellers can really streamline how you get listing leads. With predictive analytics and AI-driven platforms, you will pinpoint homeowners who might be thinking about selling—even before they make a decision. These tools analyze things like online activity, property history, and market trends, helping you focus on the most promising leads. It’s a smart way to work more efficiently, saving you time and increasing your chances of connecting with motivated sellers and landing those listings.

Strategy 2: Drive Traffic to Home Valuation Landing Pages

Every homeowner wants to know how much their investment is worth, and that’s even more true in a volatile market. Driving traffic to home valuation landing pages is still one of the best ways to generate real estate seller leads online. The only problem is that getting a low price on pay-per-click ads and designing landing pages that actually convert can be very difficult. Most real estate agents don’t have the time or tech skills to do it. 

Luckily, there is a much easier way to get seller leads from home valuation landing pages: You can “rent” your ZIP code on homevalues.com from Market Leader and start getting seller leads right away.

Strategy 3: Learn How to Work Expired Listings

A seasoned agent once told me, “Success often comes to those who are willing to give things another shot.” Sellers whose listings have expired are often frustrated but still really want to sell. They’re looking for a fresh perspective and a proactive agent who can get the job done. By approaching these sellers with a solid plan and a renewed sense of commitment, you can turn expired listings into a rich source of seller leads.

Of course, like all cold outreach, winging it is probably not a good idea. You likely won’t be the only agent trying to contact these owners; they’ll have objections lined up for you. That’s why you’ll need a lead source and auto dialer like REDX’s Power Dialer, and you need to practice tried-and-true expired listing scripts including objection handlers if you want a shot at actually converting them.

Strategy 4: Join a Team With Well-known Listing Agents

When you started out in real estate, you may have thought of yourself as a lone wolf, enjoying working without a boss telling you what to do when. But joining a team led by experienced listing agents will give you insights and the direct experience to start working seller leads faster. Sure, you could figure it out on your own, but if you want a head start and get seller leads for real estate agents, joining a team is one of the best ways to get your foot in the door.

Pro Tip: Make sure you fully vet the team you are looking to join. Ask about the team’s structure and lead distribution, expectations for production, commission splits, and the support they provide. Don’t forget to inquire about the team culture and how conflicts are handled. Understanding these aspects will help you determine if the team is a good fit for your goals and work style.

Strategy 5: Help Distressed Homeowners

Even in a strong market, homeowners always fall behind on payments, and with rate hikes in recent years, this is likely to increase. While some may recover, many will need to sell to avoid foreclosure. Understanding how to assist these homeowners during a difficult time is essential, as market conditions can change rapidly. If anything, knowing how to help distressed homeowners is another great tool to add to your agent toolkit.

Here are a few tips to help you start learning how to handle the challenges of assisting distressed property owners: 

• Educate yourself on the foreclosure process and homeowner options.
• Offer free consultations to distressed homeowners.
• Explore solutions like loan modifications, short sales, or selling to avoid foreclosure.
• Connect homeowners with local resources and legal aid.
• Use Foreclosure.com to identify distressed properties and offer targeted assistance.
• Build trust through genuine support during tough times.

Strategy 6: Find Real Estate Seller Leads in Your CRM

If you’re not working your sphere of influence, you are leaving seller leads on the table. Period. According to the National Association of Realtors, 65% of all sellers find their agent through a referral. Since you’ve already got some sort of relationship with the people in your sphere, skip the cold outreach tactics and start straight in on strengthening your existing relationship and nudging people toward becoming clients.

To really tap into your sphere of influence, keep in touch regularly with personalized messages, share useful content on social media, and engage with your contacts. Hosting events or simply checking in with a call can strengthen relationships. Don’t be shy about asking for referrals either!

Strategy 7: Create an Action Plan for Lead Nurturing & Automate It

Since even the hottest seller leads can take months to convert, successful listing agents create action plans to nurture leads for the long haul. Once they have a plan that works, they automate as much as they can. This makes your leads feel like you are devoting time, energy, and interest to their needs even when you’re busy drumming up new business.

Lead Nurturing Action Plan

• Sort your leads: Break down your leads into groups—those ready to act now, those who need some warming up, and those who might take a while.
• Automate your emails: Set up email sequences that match where each group is in the process, sending them market tips, updates, and personalized notes.
• Check-in regularly: Schedule follow-ups based on their interest level—weekly for the most interested, biweekly for those warming up, and monthly for the cooler ones.
• Be a social butterfly: Stay connected by engaging with your leads on social media—comment, like, and send them direct messages.
• Add a personal touch: Don’t forget to send a quick, personalized message on special occasions like birthdays or anniversaries.
• Review and tweak your plan: Keep an eye on how your plan is working and make adjustments when needed to keep things fresh and effective.

Using an affordable customer relationship management (CRM) system like LionDesk, you can easily automate market analysis drips, birthday and holiday texts, meeting invites, and more. LionDesk also has an AI assistant, auto dialer, and click-to-call features, so you won’t get bogged down with busy work.

Strategy 8: Convert Rental Leads Into Seller Leads

When looking at how to get real estate seller leads, a less obvious approach is turning rental leads into seller leads. This strategy hinges on timing and building solid relationships with renters who may eventually transition to selling. Renters often become buyers and eventually sellers, so staying connected is vital. Start by understanding their long-term goals—are they looking to buy soon or just browsing? 

Keep them engaged with relevant content, like market updates or tips on transitioning from renting to owning. When the time is right, you’ll be their go-to resource, making it easier to guide them from renting to buying and, ultimately, to selling their property through you.

Strategy 9: Cold Call Potential Sellers

Even though many people shy away from cold calls, they’re one of the most effective ways to connect with potential sellers. A quick chat can be more memorable and impactful than a dozen emails or postcards. That’s why it’s essential to include regular phone calls in your real estate seller lead generation and nurturing strategy. Set aside time each day for cold calls and make it a habit to check in with past clients. This simple step can make a big difference in converting seller leads.

Strategy 10: Build & Nurture Local Business Relationships

Building and nurturing relationships with local business owners and service providers is a powerful way to generate more seller leads. Position yourself as the go-to person who knows everyone in town, and you’ll naturally attract more referrals. Local business owners are key because they’re usually well-connected and can introduce you to people who are new to the area as well as those who could become clients in the future. 

Strategy 11: Develop Relationships With Investors

You should try developing relationships with local investors and house flippers. They may need a reliable listing agent, which could secure you a steady stream of listings. Additionally, consider using circle prospecting by reaching out to homeowners in neighborhoods where these investors are active. By leveraging your local expertise and marketing skills, along with strategic circle prospecting, you can become their preferred agent for selling properties and uncover more potential leads in the area.

How Are Seller Leads Different from Buyer Leads?

Seller leads and buyer leads may seem similar, but they require different approaches. With seller leads, you’re dealing with homeowners who are emotionally invested in their property and are often more cautious about the selling process. They want an agent who can maximize their sale price, handle negotiations skillfully, and provide a seamless experience. On the other hand, buyers are usually focused on finding their dream home, often needing more guidance through the process. 

Let’s take a closer look at the key differences between buyer and seller leads so you can adjust your approach for each type of conversation.

Now that you know the differences, make sure you connect with each client in the way that will resonate most with them.

Frequently Asked Questions (FAQs)

How do I find real estate leads that are available to purchase?

Is buying real estate leads worth it?

How can I generate buyer and seller leads myself?

Bringing It All Together

Successfully generating seller leads is about combining smart strategies with genuine relationship-building. By using the right tools, staying engaged with your network, and understanding what sellers need, you can create a steady flow of leads that keeps your business thriving. 

Do you have a great strategy for getting seller leads that we missed? Let us know in the comment section.

The post 11 Proven Strategies to Get More Real Estate Seller Leads appeared first on The Close.