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It’s 2017, I’m sitting at my desk, heart racing before each call, trying to memorize complex sales scripts and close deals in 3-minute conversations. I was doing what every other agent told me to do – pitch, persuade, and close.
And friend, I was failing miserably.
Then something clicked that changed everything.
The Real Purpose of Cold Calling (And Why You Are Getting It Wrong)
Cold calling isn’t about selling at all. The only purpose – the ONLY purpose – of a cold call is to set an appointment.
Think about it. Would you marry someone after a 3-minute phone conversation? Of course not! So why are we trying to get people to make one of the biggest financial decisions of their lives in the same timeframe?
When I finally understood this, my cold calling success rate tripled. I stopped sweating through calls, stopped feeling like I was bothering people, and started having genuine conversations that actually led somewhere.
The Three-Step Process That Will Transform Your Business
Let me walk you through exactly how we do this on my team, and how it’s helped us consistently close 10+ deals per month:
1. The Initial Cold Call (Appointment Setting)
– Keep it light and information-focused
– Ask strategic questions
– Set a specific appointment time
2. The 24-Hour Pre-qualification Call
– Dive deeper into their situation
– Gather specific property details
– Identify potential obstacles
3. The Sales Appointment
– Present your customized solution
– Use all gathered information strategically
– Close with confidence
This is exactly what’s working right now for my clients and me. One of my coaching clients, De’Aunna, went from zero transactions to booking four listing appointments in her first month just by following this framework.
What to Actually Say During Your Cold Call (Scripts That Feel Natural)
During that first call, you’re focused on just three golden pieces of information:
1. Motivation: “What made you start thinking about selling?”
2. Ability: “Are you the only owner of the property?”
3. Timeline: “When would you ideally like to be moved?”
Here’s a real example of how this flows:
“Hi [Name], this is Cheesette with [Company]. I noticed your home was previously on the market – I’m curious, are you still interested in selling if you could get the right price?”
Then just listen and ask natural follow-up questions. No pitching. No pressure. Just genuine curiosity.
The Magic of the Pre-Qualification Call (Your Secret Weapon)
This is where the real magic happens. Twenty-four hours before your appointment, you make a call that sets you up for success. Here’s exactly what to ask:
– “Just to confirm, you mentioned needing to move by [date] – is that still your timeline?”
– “Are there any repairs or updates you’ve been thinking about making?”
– “Have you interviewed any other agents yet?”
– “What’s most important to you in choosing an agent to work with?”
One of my clients, Tina, used this pre-qualification strategy to close $100k in commissions two months in a row. Why? Because she walked into every appointment completely prepared.
The Sales Appointment: Where Your Preparation Pays Off
By the time you reach this stage, you should have enough information to present a customized, compelling presentation. Here’s your framework:
1. Start by confirming everything you learned:
“When we spoke, you mentioned wanting to be in California by March for your new job. Is that still the goal?”
2. Present relevant data:
“Based on what you shared about your timeline, I’ve analyzed similar homes that sold within 30 days…”
3. Offer specific solutions:
“Given your need to move quickly, here’s my exact marketing plan to get your home sold in the next 21 days…”
Your Cold Calling Mindset (And Your Results)
Here’s the mindset shift that will change everything: You’re not a salesperson during cold calls – you’re an information gatherer. You’re like a detective trying to solve the case of how you can best help this person achieve their real estate goals.
Think about it – have you ever felt pressured when someone asked you questions about what you want? Probably not. But I bet you’ve felt pressured when someone tried to sell you something right away.
My client Jessica was terrified of cold calling until she made this mindset shift. Now she averages 15 meaningful conversations a day without breaking a sweat. Why? Because she’s not trying to sell – she’s just having conversations and setting appointments.
Success favors the prepared, and now you have the exact framework to be prepared for every call, every appointment, and every opportunity.
Want to learn more about building a real estate business that generates consistent income without the stress? Follow me @CheesetteCowan for daily tips and strategies that actually work.
