Real Estate Cold Calling Techniques that REALLY Work

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If you're going to make prospecting phone calls, which I am a huge advocate for it, because it puts you in control. You're not sitting waiting back for business to find you, you have to keep in mind the purpose of the phone call. So when people make a prospecting phone call or a cold call, their emotions are super high. They're all over the place they lose. Okay. What is the purpose of the call? For me in real estate sales, Jordan. The purpose of the call is to get a face-to-face appointment, period. So I'm not talking about my commissions and "What are you going to do to sell my house?" You put it on Zillow and who's your photographer? And all this crap. We're not going to go down that path. I'm going to design the call for a specific purpose. It's like dating. It's like relationship. Never in the history of the world... and we'll have a little fun. You guys will like this out there. There's never in the history of the world where two people meet for the very first time. Then one person gets on their knee, brings out a ring and says, "Jordan, will you marry me?" It'd be so weird. But that's what people are trying to do. That's what sales gurus are teaching people to do. Is like "Call a complete stranger, propose on the first phone call or try to sell them." We don't even know if we're a good fit, which leads us right into the three rules that I have for cold calling.

So why don't we jump into that? Then we'll break down the how, and then we'll answer some questions. So my first rule for cold calling is nothing is as it seems. So, what that means what rule number one means is as you're calling prospects, they're naturally going to be in reflex resistance. The same way Jordan, when we walk into a department store and the person says, "Can I help you find anything?" What do you say every time? "No, I'm just looking." Every time. Then three minutes later, you're at the checkout buying this new product. It's like, wait a minute. I thought you were just looking that's total crap. That was just our reflex. So the prospects, when we call them are in that same type of position. So nothing is as it seems, means Jordan, that of course they're going to give you some pushback. Of course, they're in resistance. That's normal. What we can't do is take that literally. So we can't jump all over that and start responding to objections and all of that stuff, which leads me into a rule number two. Then I want your take on these rules too, which is never taking the bait. Okay. So as an example, you call a prospect who has a life insurance policy with another company. They say, we're really, really happy with our current carrier right now. The untrained sales person, Jordan takes the bait, jumps all over that and starts trying to sell and overcome objections. We're not there yet. Right?

Which brings us into point number three, which is telling, is not selling. We have to ask questions. So before we break down the phone call, those are the three rules that everyone on call today with us, needs to understand deeply. Just like last week when we talked about responding to objections, having a five-part process, right? I have a five-part process to nail your cold call every single time. Number one, remember when we call a targeted list, you are going to have the name of the person that you're calling. So if I'm calling somebody in the prospect's name, I see as Jordan Kales, as soon as a man answers the phone and Jordan says, "Hello", I'm going to say "Jordan?" That's how I'm going to start the call. Here's why. Think about Jordan, when you were back at school and you were down doodling, right? You are not paying attention. The teachers like "Jordan" and you're like, "Oh shoot!" Because the first name, your first name is the most beautiful word in the English language. Every time I say Jordan, I capture your attention. So it brings a familiarity to the conversation because that word to you, to everybody else is so potent it automatically peaks your curiosity. So when I call a prospect, I'm always going to use their first name with a question mark, using it as an upswing. So I say, "Jordan?" Then naturally you are curious. No, "How are you?" That's a natural sales thing to do. As soon as you say, "How are you?" They automatically know you're a salesperson trying to sell them something. So without a relationship, how are you does not work? That's part one. Okay. So if you guys have questions about part one, or why we do that, let us know.

Part two is when you're going to obviously introduce yourself using your first name only. You're not going to say, "This is Jordan Kales" because only salespeople do that. So I'm going to say first name only, and what I do. I'm not going to use my company name. So I don't say this is Jordan Kales with a Gold's Gym. I say, "This is Jordan. And I help people get in shape." As an example, I'm in real estate sales. So I would say, "Hey, this is Brandon. I'm a local realtor." That's it? That's the intro. That's part two. You're first name only. What you do sets you up for part three. Which is ask a question, Jordan, that we know the is. "Yes, too." So watch how this comes off. We'll do a whole role-play with all five parts. Ring, ring.

Jordan Kales:


Brandon Mulrenin:


Jordan Kales:

Yeah it's me.

Brandon Mulrenin:

Jordan. Yeah, this is Brandon. I'm a local realtor. I understand you're selling your house for sale by owner. Is that right?

Jordan Kales:

That's correct.

Boom. Okay. So that's part three. That's the first three steps. So easy. So simple. So clean. Part four, Jordan is the pattern interrupt. Okay. So this is a neuro linguistic programming skill you guys, we use it in reverse selling all the time. In my world of real estate sales I say, "Jordan, I understand you're selling your house for sale by owner. Is that right?" Jordan says, "Yes, that's right." They're used to realtors calling them, trying to sell them on listing their house. I say, "Jordan, I completely respect that. I mean, in this market right now, chances are you won't need a real estate agent." Now everybody's like, "Wow, you're going to say that to the prospect. I thought you wanted them to use you?" Well, the prospect isn't used to that, the prospect's very used to hearing something like this, "Well, Jordan I'm just curious why did you decide"... "Why", accusatory? "Why did you decide to go for sale by owner versus hiring a realtor?" Putting the prospect on the defensive. Now you're asking for an argument. We use a pattern interrupt in step four.

Let me give you another example. If I was a wealth planner or a financial planner, or I sold life insurance and I call you and I say, "Jordan, I understand that you currently have a life insurance policy with John Hancock. Is that right?" You say, "Yes." My pattern interrupt as an example might be, "You know what? That's a phenomenal company. I could see why you chose to do business with them." So once we use a pattern interrupt, then we go into part five, which I call speaking in hypotheticals. Speaking in hypotheticals means you are going to put out to your point, a ridiculous situation or question to identify if the prospect has any pain or any problems that your product or your service can solve. Okay? When we speak in hypotheticals, Jordan, this is our way to get a good answer from the prospect because they don't feel threatened. So that's why it has to be a hypothetical question because we don't want to put them on the defensive. So let's give everybody an example. So if I was real estate agent, what you don't want to do is in part five to say, "Well, I know you're selling by owner. Would you consider meeting with me and listing your home with me right now?" That's a very matter of fact, putting you in a position-

Jordan Kales:

You don't want to do that.

Brandon Mulrenin:


Jordan Kales:

You don't?

Brandon Mulrenin:


Jordan Kales:

Okay. Just clarifying.

What you want to do is speak in hypotheticals. So that might sound like this, "Jordan, listen, chances are, you're going to sell this house on your own with how hot the market is. I'm curious if in 30, 60, 90 days from now you can't, at that point, would you consider maybe talking with a realtor and looking at some other options?" So I'm putting this way out into the future. Something that your mindset right now is like, "Dude, that's never going to happen." Which is what I want so that I can get you to give me a good answer. Right?

Jordan Kales:


So that's what speaking hypothetical means is pushing something out into the future, make it appear, Jordan, that this thing is never going to happen to the prospect. So the prospect doesn't feel threatened to give you the right answer. Because all I'm looking for is to entice them to give me a good answer. Let me give you an another example. So let's use the financial planner example again. Okay?

Jordan Kales:


Brandon Mulrenin:

So speaking in hypotheticals to lower the threat might sound something like this, "Jordan, listen, John Hancock's a great company. I mean, chances are, you'll probably be with them for a long, long period of time. I'm just curious if there was a life insurance policy out there that gave you better coverage, that was lower cost, that's not something you would even consider. Am I right?"

Jordan Kales:

I love it.

Brandon Mulrenin:

There you go.

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Brandon Mulrenin
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Brandon Mulrenin

Brandon Mulrenin, founder and CEO of has dedicated his life’s work to the study of human behavior and communication.

He began his sales career in the mortgage industry as a mortgage loan officer with Quicken Loans in Detroit. He worked his way up the corporate ladder to become the AVP of Quicken Loans’ preferred real estate partner, Rocket Homes, formerly, In-House Realty.

Brandon then decided to go out on his own and built his real estate sales business to the point where he was listing and selling over 100 homes a year with one assistant and one buyers agent. Brandon’s success was quickly recognized as he awarded the #1 listing agent for Keller Williams Premier in 2014. It was during this time that Brandon began to train other real estate agents all over the world with his reverse selling system.

Then in 2018, Brandon launched his own independent real estate brokerage firm in Metro Detroit, Michigan which has quickly become one of the fastest growing real estate companies in the entire state.

Brandon is now the managing CEO of four entities: Brookstone Realtors, National Mortgage Funding, Maximus Title Agency, and


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