The great thing about an internet lead is that’s a possible sale from outside your sphere of influence. The challenging part is quickly earning trust so that you can help them with their move. But how do you quickly establish that trust? After all, you’re reaching out to someone who might not be expecting your call. There’s a simple strategy to approach these leads with confidence and start building trust right from the first conversation.

But first, here’s a key mindset to remember: the goal is to quickly establish rapport and trust, NOT to sell someone a house. This isn’t about launching straight into a pitch—this is about asking the right questions, listening actively, and showing genuine interest in the potential client’s needs. It’s only after you’ve done that that you’ll be in the best position to talk about how you can help solve their problems.

Here’s the perfect script to use when calling an internet buyer lead:

When you pick up the phone, skip the small talk and go straight to the point. Something like this:

“Hi [Name], I see you were just on our website and had some questions about [Property Address]. I’d be happy to help you out—what caught your eye about that property?”

Why This Script Works

1. Skip the “How are you?”
   Asking how someone is doing is often a filler question. It doesn’t provide much value in this context and can feel insincere. Instead, you want to engage the lead right away with a direct question that opens up the conversation about their interest.
2. Ask a “What” Question
   You want to avoid yes/no questions because they shut down the conversation. Instead, ask a “what” question. This not only keeps the conversation going but encourages the lead to talk more about their needs. In this case, “What caught your eye about this property?” helps you uncover the “why” behind their interest.
3. Get to the Why
   The “why” is what really matters. By asking what they like about the property, you’re beginning to understand what their underlying needs are. Are they looking for a larger home? Then the ‘why’ is that they need more space. A specific school district? Then the ‘why’ is to set their children up for success in life. The answers to these questions will give you a deeper understanding of what they’re trying to solve, and as Zig Zigler says, no cares how much you know until they know how much you care.

Once you’ve established motivation – and care! – you can move forward with presenting how you can help them solve for their problem. This is the point where you’ll outline the value you bring to the table—whether it’s your expertise in the local market, your access to off-market properties, or your ability to streamline the buying process.

The takeaway:

The core of this script is listening. Once you understand the lead’s pain point—whether it’s finding the right home or navigating the complexities of the market—you’ll be in the best position to show them how you can solve that problem. By practicing this approach, you’ll build stronger relationships with leads and improve your chances of converting them into clients.

The next time you make that call, remember: don’t rush to sell; rush to understand. Once you’ve got the “why,” that’s when you’ll be able to provide real value and make a lasting connection.