Commercial Real Estate Cold Calling Script
The exact commercial real estate cold calling script that converts 6% of owner conversations to meetings. Includes discovery questions, objection handlers, and CRE-specific talking points.
1The Opener
Hi, is this {{decision_maker_name}}?
{{decision_maker_name}}, my name is {{your_name}} with {{your_company}}. I'm a commercial real estate specialist in the {{market_area}} market.
I'm reaching out because I'm doing research on {{property_type}} properties in {{area}}, and I had a quick question about your property at {{property_address}}. Do you have 60 seconds?2Discovery & Pitch
Thanks. So I'm curious—is the property at {{property_address}} something you're planning to hold long-term, or would you consider selling if the right opportunity came along?
[LISTEN - Categorize response: Definitely holding, Might sell, or Actively selling]
[If MIGHT SELL or interested:]
Got it. What would make it the 'right opportunity' for you? Is it a price number, a timeline, or something else?
[LISTEN]
That's helpful. Let me share what I'm seeing in the market right now: {{market_conditions}}. Cap rates in {{area}} are {{cap_rate_trend}}, and I'm working with several buyers looking for {{property_type}} properties like yours.
Based on what you've told me, your property might be worth {{estimated_range}}. Of course, I'd need to take a closer look to give you a more accurate number.
Here's what I'd suggest: let's schedule a quick 20-minute meeting—either in person or over Zoom—where I can learn more about the property and give you a realistic market analysis. If we're not aligned on price or timing, no hard feelings. But if there's a deal to be done, I'd like to be the one to help you. How does {{day}} at {{time}} look?
[If HOLDING long-term:]
Makes sense—{{area}} is a solid market for {{property_type}}. I'm curious though—if you were ever to sell, what would trigger that decision?
[Listen and make notes for future follow-up]
Got it. Well, let me add you to my market update list. I send out a quarterly report on {{property_type}} transactions in {{area}}—no spam, just market intelligence. Would that be useful? What's the best email?3Objection Handlers
Click an objection to see the response. Practice these until they're automatic.
Your Response
I hear that a lot—and I respect it. Most of the owners I call aren't actively selling. But here's the thing: sometimes the market presents opportunities that make selling worth considering. Can I ask—what would make you consider selling? Is there a price, a timeline, or a situation that would get you to the table?
4Closing Options
How does {{day}} at {{time}} look for a quick 20-minute call to discuss the opportunity?
Let me put together a market analysis for you. What's the best email to send it to?
I'd love to take a look at the property. Can we schedule a quick site visit? I'll bring comp data and give you my honest assessment.
Let me add you to my investor list. I send out off-market opportunities quarterly—would that be valuable? What's your email?
Voicemail Script
Hi {{decision_maker_name}}, this is {{your_name}} with {{your_company}}, a commercial real estate specialist in {{market_area}}.
I'm reaching out about your property at {{property_address}}. I'm working with several buyers looking for {{property_type}} properties in {{area}}, and I wanted to see if you'd consider a conversation.
Give me a call at {{your_phone}}. Again, that's {{your_phone}}. I'd love to share what I'm seeing in the market.Variables to Customize
{{decision_maker_name}}The property owner or decision maker's name{{your_name}}Your first name{{your_company}}Your brokerage or company name{{market_area}}Your market or metro area{{property_address}}The property address{{property_type}}Property type (office, retail, industrial, multifamily, etc.){{area}}The submarket or neighborhood{{market_conditions}}Current market conditions summary{{cap_rate_trend}}Current cap rate trends{{estimated_range}}Your estimated value range for the property{{current_market_opportunity}}A specific market opportunity or trend{{day}}Your first meeting suggestion{{time}}Specific time for meeting{{your_phone}}Your callback phone numberPerfect For
- Commercial real estate brokers prospecting property owners
- CRE agents looking to build listing inventory
- Investment sales professionals
- Agents specializing in specific property types (office, retail, industrial, multifamily)
- Brokers targeting 1031 exchange buyers and sellers
- CRE teams with dedicated business development callers
Not Ideal For
- Agents without commercial real estate experience
- Those unfamiliar with cap rates, NOI, and commercial valuations
- Agents who can't speak intelligently about market conditions
- Brokers without a buyer network to reference
- Those expecting quick conversions (commercial deals take time)
Pro Tips
Research the property and owner before calling—CoStar, public records, LinkedIn
Know the property's key metrics: approximate size, tenant mix, estimated rent roll
Speak in commercial terms: cap rate, NOI, price per square foot, tenant credit
Reference specific recent sales and market data to establish credibility
Build relationships with 1031 exchange facilitators—they know who's selling
Follow up quarterly—commercial owners think in longer time horizons
Create a property-specific marketing piece for serious prospects
Understand the owner's investment thesis: cash flow, appreciation, tax benefits
Common Mistakes
Calling without researching the property and owner first
Not speaking the language of commercial real estate
Failing to establish credibility early in the call
Giving unrealistic valuations to win the listing
Not having specific buyer demand to reference
Being too pushy—commercial owners want consultants, not salespeople
Forgetting to follow up (commercial deals often take 6-18 months)
Not understanding the owner's hold strategy and investment goals
Practice Exercises
Research 10 properties in your target market and prepare talking points for each
Practice explaining cap rates and valuation methodology simply
Role-play the 'What's the property worth?' objection
Build a 30-second credibility statement referencing your experience and buyer network
Practice transitioning from 'not interested' to 'what would change that?'
Create a template market analysis you can quickly customize per property
Tone & Delivery
Professional, knowledgeable, and consultative. Commercial owners expect you to understand their business and speak their language. Be direct and respect their time—these are busy people. Lead with value: market intelligence, buyer demand, recent transactions. Don't be pushy—you're planting seeds for a relationship that may take months or years to bear fruit. Credibility is everything.
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