Exactly What to Say: For Real Estate Agents

by Phil M. Jones, Chris Smith, Jimmy Mackin

The real estate industry desperately needs new tools and ideas to stay relevant to the modern consumer. The modern consumer is more educated and has more choices than ever before. Counterintuitively, this has led to more confusion, doubt, and frustration in their real estate journey.

Therein the opportunity lies.

In Exactly What To Say for Real Estate Agents , Phil M. Jones, Chris Smith, and Jimmy Mackin provide 30 Magic Words to help with the most common, critical, and difficult conversations real estate agents have today. If you are open-minded to a better way of selling, this book is for you.

Imagine what it is going to feel like knowing exactly what to say when it matters the most...

Genres: Business, Nonfiction, Self Help, Communication

242 pages, paperback

First published September 30, 2019

About the author

Best-selling author and multiple award-winner Phil M. Jones is highly regarded as one of the world's leading sales trainers. He has trained more than two million people across five continents and fifty-six countries and coached some of the biggest global brands in the lost art of spoken communication. In 2013 he won the British Excellence in Sales and Marketing Award for Sales Trainer of the Year, the youngest-ever recipient of that honor. He has also written a series of best-selling books and developed a number of online training courses that have enrolled tens of thousands of members around the world. Phil divides his time between London and New York.

Reviews

[Adam · Rating 4 out of 5]

This is a book to be used in battle since business is war without bullets. The more you practice the more you'll know exactly what to say.

Things my 👂picked up ok and 🧠 collected:

Instead of asking are you working with an agent ask who is your realtor?

What is the best email address to reach you?

How important is it that the next time you list your property it actually sells for a price you're happy with?

The good news is I have a simple cancellation policy with my agreement if you're not happy with my services you can cancel the agreement

What's your experience working with a full service agent?

just out of curiosity do you know why the average consumer sells theirown home for significantly less and when the represented by a professional real estate agent

Instead of saying do you have any questions for the two what questions do you have for me?

Just out of curiosity what is stopping you from moving forward with this right now?

Just out of curiosity what is it specifically you need some time to think about?

just out of curiosity what needs to happen for you to make a decision about this?

Just out of curiosity do you know where the average for sale by owner cells for significantly less then a home listed by a realtor?

Afterwards remain quiet after this questions silence becomes your friend

Can u do me a small favor ?

What happens next close them

What makes you say that?

Way to handle objections?

When an objection sounds like a stall or an excuse

Respond really ??

Offer rejected

Look the good news is we have learned that there is no deal to be done on this property and that you have not paid more than you needed to

Resisting changing from last agent.

You already know what working with them is like so what is the harm in trying this?

When someone complains to u

that's great we are learning more about the market and where you may need to compromise

The good news is that we now know what the key reasons why buyers aren't making an offer and we can address them head-on

Those people who lives with me sell over their asking price

Most people find that the first offer they receive is typically the best one
What most people would do with an inspection concern is make a contingency for the buyer

most people want to make a bunch of last-minute repairs to the home but that's not always necessary

Don't worry you're bound to be nervous right now this is your home and you want to do the right thing

Don't worry I know you don't know what to do right now that's what I'm here for I'm here to help you through this process and overcome all the hurdles as they crop up on the way

Don't worry this happen sometimes and it's one of the many reasons why you work with an experienced realtor let me make some calls and we can work out a plan for what to do next

Would it help if you knew the only way I get paid is when we close on a sale at an amount you are happy with ?

Would it help if I could pick you up and drive you between the properties?

Would it help if you only pay a commission if we secure a buyer at or above the asking price?

Would it help if I introduced you to a local trusted lender who is familiar with the area?


Would it help if you could speak with some past clients and learn about their experience of working with us?

If you decide to work with me then I promise you won't be disappointed

If you put your home on the market now then you could be closed before the end of the year

If you decide to list with them then you won't have access to our marketing services

If you follow through with the staging and were likely to sell for more money and sell more quickly

if I can show you the top three reasons why your home didn't sell then would you be willing to meet to discuss me representing you?

I bet you're a bit like me when I'm selling something I want to get the best possible price with the least amount of effort

I bet you're a bit like me you know the difference between price and value and make decisions looking at the bigger picture

I bet you're a bit like me you're always struggling to get things done and love it when you have someone who just takes care of things for you

I bet you're a bit like me when I'm selling something I want to get the best possible price with the least amount of headaches and stress

I'm a professional my maker upper

I'm guessing you haven't gotten around to looking over the documents yet?

I'm guessing you haven't gotten around to making your decision yet?

I'm guessing you haven't gotten around to making those repairs you wanted to do before listing your home?

Great when are we ready to get started?

Want to be a good time to get your home photographed?

When would be a good time for your home to be sold by?

When would be a good time to speak next?

We just sold a property down the street from your home when would be a good time to review your home's new value?

Help me understand why you're thinking of listing with the other agent?

Help me understand why you don't want to make any of the upgrades before selling?

Help me understand what you've read that makes you think that?

Help me understand your thoughts about the current market conditions?

Help me understand the benefits of selling without an agent

help me understand what would cause you to want to sell your home within the next 90 days

Could it be possible that working with an experienced agent would be a more appropriate solution for your current circumstances?

Could it be possible that that's spending a little time and money on the staging could save you thousands on the sale price?

Could it be possible that choosing us could be a better option for you?

Could it be possible that the other agent is suggesting that your home is worth more purely to seek your listing ?

Could it be possible that I could get you more money for your home with fewer headaches and less stress then if you were to do everything yourself?

Just imagine the memories will make in your new home

Just imagine how good your car will look in the driveway

How certain are you that they have the experience to get the best outcome for you?

How certain are you that this isn't the best offer that you'll receive in this market?

How certain are you that the effort in staging won't be worth it?

How certain are you that you will get a high quantity of interest without progressive online marketing?

How certain are you that our lower cost option believe you with more money in your pocket overall?

How certain are you that selling your home without a realtor will save your money?

Just imagine how life will be when you've moved into your new place

just imagine losing out on this property to a higher bidder

just imagine the look on your kids faces when they see this backyard

just imagine this remaining on the market for another 6 months

Just imagine the girls having their own rooms

Just imagine what it's going to feel like when a buyer walk walks in here and the house is impeccably staged

How would you feel if someone else be true to your dream?

How would you feel if your home didn't sell quickly?

How would you feel if we created a bidding war?

how would you feel if we can make that happen for you?

How would you feel if you lost your buyer?

How would you feel 6 months from now your home is still on the market?


What do you understand about us
Our business and the way we do things differently?

What do you understand about the pitfalls of working with a part-time or inexperienced agent?

What you understand about the home buying and selling process?

What you understand about the ways we determine the price at which to market your home?

Either everybody wins or everybody loses

You soon learn what the essentials are and what they're nice that haves are?

How important is it that you sell your home quickly?

How important is it that you have the extra bedroom?

How important is it that you achieve that price?

How important is it that you move before the holidays?

How important is it that we secure the specific property?

How important is it for you to find the perfect home for sale before you list your current?

What is your experience with buying a new home?

What is your experience with applying for a mortgage?

What is your experience with working with a professional realtor?

What is your experience with timing the market?

Hi this is Adam I'm calling from real estate is us you may not know me but I've sold a lot of properties in your area and I noticed you're looking to sell is this property still available?

Hi its Adam calling from real estate is us I understand that you are thinking of selling your home and are interested in how we may be able to help. What is it that promoted you to contact us specifically.

Hi it's Adam calling from real estate is us now that you have successfully moved into your new home I was hoping you may be in a position to help me out would you be open-minded to leaving a review online about your experience of working with me?

Would you be open-minded to reducing your asking price?

How open-minded are you till listing your home while the market is strong?
how open-minded are you to listing your property in the winter while there are fewer homes for sale but still a lot of serious buyers?

How open-minded would you be to working with an experienced local
Agent to help you sell your home?

open minded are you two looking at something that could be perfect but a little over your budget?

Would you be open-minded to consider some alternative neighborhoods?

How open-minded are you two working with the trusted local lender to get this approved?
Who do you know who is considering moving to the area?

Who do you know who may be looking for more or less space?

Who do you know who could be interested in a valuation of the current home?

Who do you know who has talked about potentially investing in real estate?

Who do you know who could be interested in this three-bedroom townhome?
The question is fueled and possibility not certainty

I'm not sure it's for you but when the time is right I'd be delighted to help you get the best price for your home

Not sure if it's for you but there's a new listing coming up next week they could be a good fit

I'm not sure if it's for you but

[Jordan Regan · Rating 5 out of 5]

Great for Realtors who have been in the game for years and for beginners! This book has transitioned me to a new level and if there is any others like this, I want to know

[Ovidiu Lechintan · Rating 4 out of 5]

good material stuff

[Judicael Deguergue · Rating 4 out of 5]

Truly fascinating to better comprehend the impact of words and human psychology when it comes down to such an important life decision in someone's life. Very helpful!


>> Summary of the key points:

1. Magic Words: The book emphasizes the use of specific phrases that can positively influence conversations. These "magic words" are designed to build rapport, reduce resistance, and guide clients towards making decisions that align with their best interests.

2. Techniques for Persuasion: Jones breaks down various techniques for persuasion tailored to the real estate context. This includes methods to handle objections, create urgency, and build trust with clients.

3. Client Relationships: A significant focus is on understanding the psychology of clients and adapting communication styles to meet their needs. This involves active listening, empathy, and tailoring messages to individual clients.

4. Overcoming Objections: The book provides strategies to address common objections in real estate transactions. It offers practical scripts and examples to help agents respond effectively and keep the conversation moving forward.

5. Building Confidence: Jones aims to build the confidence of real estate agents by providing them with a toolkit of phrases and techniques that can be used in various scenarios, from initial meetings to closing deals.

6. Practical Examples: Throughout the book, real-world examples and case studies are provided to illustrate how the techniques can be applied in everyday real estate transactions.

7. Ethical Sales Practices: The book underscores the importance of ethical selling, ensuring that the techniques are used to genuinely help clients rather than manipulate them.

***

Conversation framework for real estate agents to navigate conversations with clients more effectively, addressing their needs, concerns, and motivations in a manner that builds trust and facilitates decision-making:

1. "I'm not sure if it's for you, but..."
- Example: "I'm not sure if it's for you, but there's a property that just came on the market that matches your criteria perfectly."

2. "How would you feel if...?"
- Example: "How would you feel if you could move into a new home by the end of the month?"

3. "Just imagine..."
- Example: "Just imagine hosting your friends and family in this spacious backyard."

4. "When would be a good time?"
- Example: "When would be a good time for us to discuss the offer in more detail?"

5. "If... then"
- Example: "If you decide to list your home now, then we can take advantage of the spring market when demand is high."

6. "How open-minded are you...?"
- Example: "How open-minded are you to looking at properties just outside your preferred area to get more value for your money?"

7. "What do you know?"
- Example: "What do you know about the benefits of getting pre-approved for a mortgage?"

8. "What happens next?"
- Example: "What happens next is we’ll review the inspection report and discuss any necessary repairs."

9. "Before you make up your mind..."
- Example: "Before you make up your mind, let's take a look at one more comparable property that might change your perspective."

10. "You have three options"
- Example: "You have three options: we can wait for more offers, accept the current offer, or counter with a higher price. Which route do you prefer?"

11. "What makes you say that?"
- Example: "What makes you say that this neighbourhood isn’t right for you?"

12. "Just out of curiosity..."
- Example: "Just out of curiosity, what’s the main reason you’re looking to move right now?"

13. "What's the real challenge here for you?"
- Example: "What’s the real challenge here for you in deciding between these two properties?"

14. "How important is that to you?"
- Example: "How important is that to you to have a home office space?"

15. "When would be a good time?"
- Example: "When would be a good time for us to meet and go over your home buying criteria?"

[Spellbind Consensus]

**Exactly What to Say: For Real Estate Agents** by Phil M. Jones, Chris Smith, and Jimmy Mackin is a tactical guide designed to help real estate professionals use precise, persuasive language to improve conversations, build trust, and close more deals. The book provides word-for-word phrases (or "magic words") that agents can use at key moments in client interactions to guide decisions without sounding pushy.

Key insights and actionable ideas:

* Use “magic words” to guide conversations

* Language shapes perception—strategic phrases help influence decisions ethically.
* Small word choices can make a big difference in how your message is received.
* Focus on phrases that lower resistance, build rapport, and open minds.

* Open conversations with curiosity and control

* “I’m not sure if this is for you, but…” invites consideration without pressure.
* “How open are you to…?” is a non-confrontational way to introduce new ideas.
* Avoid yes/no questions early on—use open-ended prompts that spark dialogue.

* Establish credibility and reduce skepticism

* “Most people…” allows you to introduce common behaviors without sounding authoritative.
* “The reason I’m asking is because…” explains your intent and builds trust.
* Position yourself as a guide, not a salesperson.

* Guide clients through decision-making

* “If I were in your shoes, I would…” offers advice with empathy and professionalism.
* “What happens next is…” gives clients clarity and confidence in the process.
* Break big decisions into simple next steps to avoid overwhelm.

* Overcome objections with confidence

* “Just imagine…” helps clients visualize benefits and positive outcomes.
* “What makes you say that?” encourages reflection and reveals underlying concerns.
* Validate hesitation while reframing the value of taking action.

* Handle pricing and commission conversations tactfully

* “Let’s assume for a second…” can reframe unrealistic expectations constructively.
* “Would it be a bad idea if…?” softens suggestions while encouraging openness.
* Focus on long-term value, not just immediate cost.

* Strengthen follow-up and urgency

* “When would be a good time to…” prompts scheduling without being demanding.
* “Before you make your mind up…” invites reconsideration of new information.
* Use follow-up language that keeps doors open and the conversation moving forward.

* Build relationships through personalization

* Mirror your client’s language and values to build comfort and connection.
* Avoid sounding scripted—practice key phrases until they feel natural.
* Treat each client as unique, even when using proven scripts.

* Focus on being helpful, not pushy

* The goal is to lead clients to make informed decisions that serve their best interests.
* Ethical persuasion is about clarity and confidence, not manipulation.
* Consistent use of powerful phrases can significantly boost trust and conversion rates.

The book serves as a practical language toolkit for real estate professionals looking to elevate their communication skills. It reinforces that the right words at the right moment can help clients feel understood, respected, and empowered to take action.

[Drew Denham · Rating 5 out of 5]

〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️
10/2025

Im not sure if it’s for you, but
“There is no pressure here” you naturally increase their intrigue.

Open minded - using this preface followed up with your suggestion naturally makes your idea more attractive. Everybody wants to be open minded.

What is your experience
What is your experience with selling houses? Buying a new home? Applying for a mortgage?

It’s possible that you uncover a distinct lack of experience that translates to a fear or anxiety in them.

What do you understand? Question the knowledge on which the other persons opinion was founded.

What do you understand about the pitfalls of working with a part time or inexperienced agent? These questions allow the other person to realize their opinion is perhaps incorrect, and they can quickly become far more receptive to change.

How would you feel if?
Gets people to feel their future and gives them a reason to move either toward the good news or away from the bad news.

Just imagine - the subconscious brain kicks a switch and opens up the image viewer, and it cannot help but picture the very scenario you are creating.

Just imagine this remaining on the market for another six months.

How certain are you?
In each of these situations, you hold the ability to question their judgement in their potential decision and open the possibility of an alternative course action.

🫡🫡 how certain are you that they have the experience to get the best outcome for you?

Could it be possible? Could it be poss ups the other agent is suggesting your home is worth more purely to secure the listing?

Help me understand. Make the lake of understanding your own fault. Help me understand why you are thinking of listing with the other agent?

Most people - most people find that the first offer they receive is typically the best one.

🫡🫡 What happens next. It’s my responsibility to lead the conversation. My role is required to move it toward a close.

What makes you say that?

Wait for a “thank you” to ask for a favor. An expression of gratitude comes from a feeling of indebtedness. When they say thank you, it is because they feel like they owe you something. 🫡🫡🫡🫡

“You wouldnt happen to know…. Just one person… someone who, just like you… would benefit from..

What questions do you have for me? vs. do you have any questions? 🫡🫡

What is the best email address to reach you? Vs. can I have your email address?

Field guide

How would you feel if six months from now your home was still on the market?

Help me understand why you think your home didn’t sell the first time you listed it?

What’s your experience working with a full service agent? A discount brokerage?

Just out of curiosity, do you know why the average consumer sells their own home for significantly less than when represented by a professional real estate agent?

Tell me what you know about how Zestimates are calculated.

What do you know about the difference between an estimate and a cma?

Help me understand what you’re looking for in the agent you hire?

🫡🫡🫡 Could it be possible mixing family and business is a bad idea?

[Cameron Campos · Rating 3 out of 5]

It was just ok for me. This was filled mainly with tips for how to have conversations. I’ve been working in customer facing fields for 18 years & have had a lot of training/gained a ton of experience so there wasn’t really anything earth shatteringly new for me in here. I did take away a couple nuggets still though & had some POVs affirmed. My biggest piece of advice for anyone working in sales, customer facing jobs, or anyone just wanting to improve their conversational abilities is to just BE AUTHENTIC. People will know if you’re faking it &/or trying old school sales techniques. I’m not a fan of hard closing sales tactics & I’m pretty sure the mass public isn’t either. They’re dated & don’t really work this day & age. This book didn’t push the old school hard close sales tactics. Just gave some good ways to rephrase your language to improve your conversations. If you struggle with having productive conversations, this could be a good one for you. Not a keeper for me but a quick & easy read. Overall I’d give it 3/5 ⭐️⭐️⭐️

[Kenneth Lund · Rating 4 out of 5]

I generally dislike scripts, but I think the material in the book is generally helpful for setting a mindset. I don't like all of the examples, but I like a lot of the examples. It is a very brief book and it was a very inexpensive book, so I think there is good value in what you get for the price and the time invested. Really helpful guidelines that are generally useful.

When I listened in on a Zoom presentation from the author today, while my general cynicism about sales literature made me want to dislike the book going in, but I couldn't help but like the book and I liked the author's presentation and approach.

[Lori Bautista · Rating 5 out of 5]

Book #29 Exactly What to Say for Real Estate Agents
📚✨ Calling all realtors! You HAVE to check out our latest book club pick! We were blown away by the powerful questions to ask our clients. 🙌 The cherry on top? Meeting @philmjonesuk in person – he’s a wordsmith genius! 🤯 His insights are so valuable, we’ll be re-reading this book for years. Plus, the flash cards for role-playing are going to be a game-changer! 💪🔥
@philmjonesuk forgive me for being the nerd who wanted to keep recording you. I was so excited. 😆
#RealtorLife #BookClub #Empowerment #PhilMJones #MustRead #RealEstateTips #loriloanlady #educatedlender

[Emma (littledollreads) · Rating 4 out of 5]

Nonfiction November 2024 Read #2

You ever see something that is definitely not for you, but you're nosy so you stick around anyway. For me that was this book. I for one am not a real estate agent, I don't own a house, and I'm not looking to buy one anytime soon. BUT I do love a good HGTV show. I was just so curious about what kind of language was going to be brought up in this because I find the ways that people communicate pretty interesting. And it was interesting to see all the different subtle ways that a change of phrase can alter the way you perceive a conversation. I also think it is good to know when someone could be using herding language on you so you don't get tricked.

[Jeffrey Armand · Rating 5 out of 5]

Can't Wait to Start Using These

This is a great read for any real estate agent regardless of experience. I will definitely recommend this book to my colleagues. The authors really get our business and this book provides practical solutions to the many obstacles we face in our business to gain new customers and to keep the customers we have happy.

[Avishay Kadouri · Rating 5 out of 5]

Fantastic book! The author present so much words and the logic behind them. It’s unbelievable how a small change in words can change the picture entirely. I’m exciting to start using the words, tips and advices Phil gave in this book!

[Luis Tenorio · Rating 4 out of 5]

There are moments in the sales process, where the conversation is inevitably emotional, words or phrases can change the buyer's emotion for better or for worse, it's important be aware of that. This book has at the end a very useful guide that is definitely worth reading for any realtor.

[Carmen · Rating 5 out of 5]

An easy to read step guide

I loved it from start to finish. Easy to read and the concept behind the words makes it sound so easy. The only problem is how am I supposed to remember all of this lol definitely going to have to read through this another time.

[Devon Conklin · Rating 3 out of 5]

Some good suggestions. The end where he says this will work most of the time for most people & he’s assuming it will be used by a person of integrity were more interesting to me. The beginning & short chapters were a bit sales-y.

[Dianna Ivanov · Rating 5 out of 5]

Excellent. This simple easy to read book helps dissect the conversation and respond in simple and concise ways . Uncovering and understanding what your client needs by asking questions in a logical and easy way really has helped our team. Love Phil Jones

[Calle Holmgren · Rating 1 out of 5]

A complete joke. I laughed out loud. Who are these people who wrote this book? They feel like the non-genuine, sleazy sales people that give people on sales a bad rep.
Don’t read it. Just don’t.

[Susan Mangigian · Rating 5 out of 5]

Phil Jones is always enlightening and provides very good advice for real estate agents.

[Timothy M · Rating 5 out of 5]

Very thought provoking, words do matter and this helped quite a bit.

[Tina · Rating 3 out of 5]

Decent tips for realtors on how to better close leads. Not detailed enough to help you make significant changes–I'd say this book served as more of a reminder.

[Maj · Rating 5 out of 5]

I’m not sure if it’s for you, but…

Getting this book will definitely give you an edge as a real estate agent no matter what level you are on your career right now.

[Jacob Ruston · Rating 5 out of 5]

Fantastic field guide for new and experienced agents.

[Stephen F · Rating 4 out of 5]

I like the 31 magic phrases, it is worth the time to listen to, nothing earth shattering but a nice couple hours.

[Kaleigh Johnson · Rating 5 out of 5]

Easy quick read, gives a lot of helpful scripts and scenarios to use them

[Michael Pichan · Rating 5 out of 5]

Lots of actionable advice.

[John Landes · Rating 5 out of 5]

REALLY enjoyed! Great business book for communication skills. Real estate focused, but applicable across the board.

[Brittany · Rating 5 out of 5]

I will definitely be using some of these suggestions in the future. Hoping they make some conversations easier!

[Lauren Kerschen · Rating 5 out of 5]

Short and to the point. I listened on audible and I’m going to buy the paperback book to keep as a reference. Every agent who wants to be good at their job should read this.

[Mia · Rating 4 out of 5]

Some really great prompts and ideas for real estate agents. Even useful and other sales types positions.

[Mimi Stein · Rating 3 out of 5]

straightforward clear instruction on what to say to make the sale happen-