Exactly What to Say
For Real Estate Agents
What's it about
Struggling to find the right words to turn a hesitant lead into a signed client? Imagine having a proven script for every conversation, from handling price objections to securing exclusive listings. This guide gives you the magic words that build trust and close deals. You'll learn the precise, field-tested phrases that top agents use to overcome indecision and inspire action. Discover how to effortlessly navigate tough negotiations, turn a "maybe" into a "yes," and consistently convert more prospects into lifelong clients, transforming your communication and your career.
Meet the author
Phil M. Jones and Chris Smith are the masterminds behind the revolutionary "Exactly What to Say" framework, trusted by thousands of top-performing real estate professionals worldwide. Their collaboration combines Jones's expertise in the psychology of persuasion with Smith's proven real estate success and tech-forward marketing strategies. This unique partnership was born from a shared mission to equip agents with the precise language needed to navigate any client conversation, turning difficult situations into successful transactions and lasting relationships.
Opens the App Store to download Voxbrief
The Script
The most ineffective communicators in the world share a dangerous belief: that the right words are a silver bullet. They think a clever phrase or a persuasive argument is a key that can unlock any mind. They rehearse their pitch, polish their logic, and then stand baffled when the other person doesn't change their mind, buy the product, or agree to the proposal. The real problem is the timing. Giving a brilliant answer to a question no one has asked is like offering a gourmet meal to someone who isn't hungry. It's a waste of a perfect solution. The most influential people understand this. They know influence is about creating the conditions where the other person is ready to hear them. It's a shift from being a 'great talker' to becoming a 'master inviter'—someone who can gently open a door in someone's mind before they even know it's there.
This subtle shift from broadcasting to inviting obsessed a man who spent his life studying conversations. Phil M. Jones built a career standing in front of tens of thousands of people, trying to understand what makes a message land. He noticed the same patterns again and again: tiny shifts in phrasing could completely change an outcome, but only if they were used at the right moment. He realized that most people are armed with answers but are completely unprepared to create the curiosity that makes those answers valuable. After seeing countless professionals struggle with this exact problem, he decided to reverse-engineer the most effective conversational moments he'd ever witnessed. He set out to isolate the specific, repeatable phrases that act as invitations—words that create the perfect moment for your idea to be welcomed, not resisted.
Module 1: The Foundation of Influence
The core idea of the book is that you can steer conversations without being manipulative. It’s about understanding human psychology and using language that works with our natural decision-making processes, not against them.
The first principle is that the person asking questions controls the conversation. Think about it. When you're answering, you're reacting. When you're asking, you're guiding. The book lays out a clear sequence: Better questions lead to better conversations. Better conversations build better relationships. And better relationships create opportunities. To get better outcomes, you have to start by asking better questions. This is about genuine curiosity that directs the flow of dialogue.
From this foundation, we learn that small word changes create massive shifts in outcome. Jones isn't proposing you learn entirely new languages or complex scripts. Instead, he focuses on simple "swaps." For example, instead of asking, "Do you have any questions?" after a presentation, you should ask, "What questions do you have for me?" The first question is a closed door. It invites a "no," which shuts down dialogue. The second is an open door. It assumes there are questions and makes the other person feel comfortable asking them. This subtle shift transforms the dynamic from a potential dead end into an invitation for deeper engagement.
Another key insight is that you must frame your ideas to spark curiosity, not trigger resistance. A brilliant way to do this is with the phrase "I'm not sure if it's for you, but..." This opener is incredibly powerful because it does two things. First, it removes all sales pressure. You're suggesting it might not be a fit, which makes the listener relax. Second, it creates an information gap. Their brain immediately wants to know what "it" is and decide for themselves if it's for them. For instance, a real estate agent could say, "I'm not sure if it's for you, but we have an off-market property that matches the description you gave me." The listener is now in control, intrigued, and far more receptive.
So here's what that means for you. Before your next important conversation, don't just think about the facts you need to present. Think about the questions you will ask. And think about the small framing phrases that can make your ideas more inviting.