Seller Lead Call Script: 20 Questions to Ask Before You Talk Price

Scripts
Written By Shawn Cunningham

Twenty questions, with follow-ups, for the first call with a homeowner who is thinking about selling. The goal is to learn why they are selling, when, and what they need to net before anyone mentions a price.

Before you dial

  • Pull the county record and your MLS data: owner or entity, last sale, estimated value, comps. Do not ask what you can look up.

  • Look up the HOA and any recorded liens if you can. Ask the owner to confirm, not to research it for you.

Goal of the call: find out why now, when, and what they need to net. Do not quote a price, a commission or a net amount until Questions 2, 4, 13 and 14 are answered and we have comps.

A. Open and frame

1. Tell me about the property and what is happening that has you thinking about selling.

  • Do you live there, rent it out, or is it vacant? Since when?

  • Is anything driving the timing, like a move, a purchase, or a deadline?

2. What made you reach out now?

  • What changed recently?

  • Have you talked with other agents? What did they say, and what was missing?

3. What does a great outcome look like for you?

  • Top price, fastest sale, least hassle, or a certain net amount? If you could only pick one, which?

  • What would make you say this went badly?

B. Timeline and next move

4. When do you want to be done, and is any date firm?

  • Move-out date, closing date, lease end, a purchase that depends on this sale?

  • What happens if it takes longer than planned?

5. Where are you going next, and does it depend on this sale?

  • Buying, renting, relocating? Sell first or buy first?

  • If buying, are you pre-approved? Offer to connect them with a buyer-side partner. Do not give lending advice.

6. How flexible are you on timing and access for showings?

  • Occupied? Tenant, lease end date, notice needed? Lockbox, gate or HOA access?

  • Does anyone else need to approve showings?

C. Property and condition

7. Walk me through the home: age, updates, and what you love about it.

  • Roof, HVAC, water heater, pool, windows: age and recent work?

  • What would a buyer love? What should we highlight?

8. What needs repair, and what are you willing to fix before listing?

  • Known leaks, permits, unpermitted work, inspection or insurance claims?

  • Fix first, credit at closing, or sell as-is?

9. How does the home show right now?

  • Clutter, furniture, pets, landscaping, photos?

  • Open to cleaning, paint or staging with our help?

10. Is there anything a buyer or inspector will find that we should know now?

  • HOA violations or assessments, solar lease or loan, easements, pending claims?

  • Have you filled out a seller disclosure before? Do not advise on what to disclose. Refer them to the seller disclosure form and your broker.

D. Ownership and approvals

11. Who owns it, and who has to sign off?

  • Entity, trust, co-owner, estate, power of attorney? (Check the county record.)

  • Is everyone on title aligned on selling and on the price?

12. What are the HOA dues and rules, and do they affect a sale?

  • Dues, transfer fees, rental or sale restrictions, resale package timing?

  • Any open violations or special assessments?

E. Numbers

13. What do you owe, and what do you need to net to make your next move work?

  • Loan balance, second loan or HELOC, liens, unpaid taxes, solar payoff?

  • What is the lowest net you could accept? Do not quote a price yet.

14. What do you think it is worth, and how did you get there?

  • Online estimate, a neighbor, an old appraisal, recent sales? Do you know the days on market?

  • What price would make you say yes today? What would make you wait?

15. What did you pay and when, and is it an investment property?

  • Rental or second home? Large gain? Any 1031 interest? Do you work with a CPA?

  • Do not advise on tax. If it is an investment sale, bring in an investment specialist and note any 1031 interest.

16. How do you feel about the cost of selling, and about seller concessions?

  • Closing costs, repairs credits, home warranty, buyer closing help?

  • Would a net sheet at a few price points help you decide?

F. Decision and next step

17. What other options are you weighing besides selling now?

  • Keep and rent it (LTR, MTR or STR management), wait, refinance, or a cash or investor buyer?

  • If renting, would you like a rental comparison? Check HOA rules first.

18. What matters most in choosing an agent or team?

  • Marketing, communication, track record, price opinion, flexibility?

  • What did you like and not like about past agents?

19. What is your timeline for deciding, and who else is involved in the decision?

  • Walkthrough, price opinion with comps, net sheet, listing appointment?

  • Confirm best phone, email and time. OK to text?

20. What have I not asked that I should have?

  • Anything you are worried about?

  • Anything you want us to know about the home or the neighborhood?

Which way does this lead go?

  • List now. Clear reason, firm timeline, price in line with comps, everyone on title agrees, home ready or close. Book the listing appointment, send comps and a net sheet.

  • Prep first. Needs repairs, a tenant cleared, paint or staging. Agree a prep plan and date, then list.

  • Wait or hold. No firm date, or the price is well above comps. Log it, set a follow-up date, and keep in touch.

  • Rent instead. Cannot net enough, or prefers to keep. Send a rental comparison (check HOA rules first).

  • Sell + buy. Needs to buy next. Confirm pre-approval and whether the purchase depends on this sale.

  • Investor sale. Rental or second home with a large gain. An investment specialist leads. Note 1031 interest and the CPA.

  • Not a fit. Price far above the market, or already signed with another agent. Log the reason and close out.

Red flags: price chosen before comps. Not everyone on title agrees. Payoff or liens unclear. Tenant in place with no lease details. Fixed deadline with no flexibility. Wants a number from us before a walkthrough.

After the call (within the hour)

  • Log a note in your CRM: why they are selling in their words, timeline, what they owe and need to net, condition, who signs, next step. Save your call notes or recording with it.

  • Update the lead status in your CRM. Do not leave it at consultation complete: set a clear next step or a follow-up date.

  • Send comps and a net sheet, and book the walkthrough or listing appointment. If it is an investment property, bring in an investment specialist.

Sending a client to Las Vegas? Refer them at cgvegas.com/refer.

Shawn Cunningham
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