How to Connect with Anyone: The FORD Script for Real Estate Agents
As a real estate agent, you're always meeting new people and trying to connect with them. Whether you're at a networking event or talking to someone in your sphere of influence, it's important to make a meaningful connection with them. That's where the FORD Script comes in. It's a simple tool that can help you create conversations that matter.
What is the FORD Script?
FORD stands for FAMILY - OCCUPATION - RECREATION - DREAMS. It's a memory jogger that reminds you to ask questions in those four categories in order to create conversation. This way, you can connect in a meaningful way with the person you're speaking with.
When to Use the FORD Script
You can use the FORD Script in many different situations. It's great for when you're meeting new people at a center of influence meeting or event, when you're meeting someone one-on-one, or when you're reaching out to someone in your past client/sphere of influence database.
How the FORD Script Works
Using the FORD Script instantly removes your ego by making the conversation about the other person. It lends versatility to all of the four personality styles. Using the FORD Script requires that you ask questions. Questions allow you to control the conversation. This is the same reason that all scripts that are written in question format are your friend!
Creating conversation in which the other party is speaking about themselves automatically makes them feel special, important, and that attention is being paid to them, just as the Maya Angelou quote states. Making them feel good will make them remember you. They must remember you as a good person first and as a trusted real estate advisor second.
Why the FORD Script Works
Here are four reasons why the FORD Script works:
1. It makes the conversation about the other person. This instantly removes your ego and creates a connection.
2. It requires that you ask questions. Questions allow you to control the conversation and keep it flowing.
3. It makes the other person feel special and important. By asking questions and showing interest in their life, you're making them feel valued.
4. It can help you generate referrals. By asking questions about the other person's occupation and dreams, you can identify potential clients who may need your services.
How to Use the FORD Script
Here are some examples of how to use the FORD Script in conversation:
Family Questions (The Ice-Breaker):
How are [insert kids’ names]?
How are [insert pets’ names]?
Have you always lived here or did you move from somewhere else?
How were your holidays? What was the best thing your family did this year?
Occupation Questions:
How are things over at ABC Corporation?
Is your company still loving their relocation to [insert city]?
What’s new at ABC Corporation?
Are you still working at ABC Corporation? How do you like it there
Recreation Questions:
What was the best thing you did last year?
How is your snowboarding/skiing/playing soccer/ theatre acting/volunteering at your kid’s school/hiking/crafting/etc. going?
What are you looking forward to the most this year?
Do you have any great vacations planned or imagined?
Dream Questions:
What is your new year’s resolution?
What would happen if I found you a great rental, flip, move up, etc., property?
If you didn’t have to work at all anymore, how would you fill your days?
When asked about their occupation, expect a reciprocal question when you ask about their job. This is what you're looking for! Ultimately, THIS is the gold hidden in the FORD Script. When they ask, "How's real estate?" always be positive! They may also ask, "What is it you do for a living?" This will depend on if they know you well or not.
You should respond by saying, "Real estate is great! I've been very blessed to be able to help so many people. In fact, I've set a goal of helping at least three more families to buy or sell real estate in the next month. Who do you know that could really use my help?" It's essential to be positive and confident when speaking about your profession. This way, the person you're speaking with is more likely to refer you to someone who may need your services.
Final Thoughts
The FORD Script is a great tool that real estate agents can use to connect with anyone. By asking questions about family, occupation, recreation, and dreams, you can create meaningful conversations that will help you build relationships with potential clients. When using the FORD Script, it's essential to listen actively and be genuine in your interactions. Remember, people will forget what you said, people will forget what you did, but people will never forget how you made them feel. So, make them feel valued and important by using the FORD Script.
