Mastering The 4 Mindsets in Your Opening Statement
When it comes to prospecting in CRE brokerage, your opening statement is everything. It’s your first impression, your foot in the door.
And if it doesn’t land right, sometimes there’s no second chance.
So, let’s make it count.
The Biggest Mistake Brokers Make With Opening Statements
Here’s the thing: most opening statements fail before they even begin.
Why? Because they’re packed with jargon.
Words like “leverage,” “better conditions,” or “greater results” sound fancy, but what do they actually mean to your prospect?
I’ll tell you: not much. They’re vague, they’re generic, and they’re meaningless without context.
Instead, your opening statement should be:
- Clear: Use straightforward language your prospect understands.
- Specific: Tell them exactly what you’re going to accomplish in the call.
- Compelling: Trigger their interest with something that speaks to their needs.
Remember: it’s not about sounding smart. It’s about being understood.
Opening Statement Structure
And you become understood by your prospects by structuring your opening statement in three parts:
- Name and company
- Reason for reaching out
- A trigger
What’s a trigger?
The Four Triggers of a Winning Opening Statement
Every great opening statement taps into one or more of these mental triggers.
I originally drew these from Robert Cialdini’s book Persuasion, which describes the principles of persuasion. These principles go beyond CRE brokers and are persuasion tools that anyone can use.
#1: Community
People want to belong. They want to know they’re not alone and that others like them are taking similar actions.Example: “Hi, my name is Joe Dough with the Reduce Rent CRE [name and company]. The reason I’m calling is to set up a meeting [reason for calling] because you can gain from what others are doing in this market to minimize the cost of your space. [community trigger]”
Quick tip: Using words like “share” and “because” are proven to increase believability and acceptance.
#2: Social Proof
If others are achieving success, your prospect will want to follow.Example: “Hi, my name is Jane Scale with the Scale CRE. [name and company] The reason I’m calling is to set up a meeting [reason for calling] because our other attorney clients [social proof trigger] have consistently found the ideal space for below-market rates—and I know your lease at 123 Hanover is coming due in 15 months.”
#3: Scarcity
People hate missing out on opportunities. Create urgency.Example: “Hi, my name is Tony Domus with the Landlord Rep CRE. [name and company] The reason I’m calling is to set up a meeting [reason for calling] because my landlord clients are capturing more than their share of available tenants, and you could too. [scarcity trigger]”
#4: Data
I’m a big data guy, so this one hits home for me. And it will for your prospects, too. Hard facts cut through skepticism and grab attention.In this example, I will use three mindsets.
Here’s an example:Example: “Hi, my name is Cindy Pulse with the Pulse Investment Group. [name and company] The reason I’m calling is to set up a meeting [reason for calling] because three of my property owner clients [social trigger] recently sold their properties at 9.7%[data trigger]higher than the market average, using our Pulst Property Enhancement Program. Would you be interested in maximizing the value of your property? [scarcity trigger]”
Your Task
Pick one of these triggers – community, social proof, scarcity, or data, and test it in your opening statement when you start picking up the phone for 2025. Write it down, practice it, and use it.
Remember that these newsletters are only valuable if you apply what you learn. (Knowing Isn’t Doing)
So, what’s your opening statement? Write it down. Use it. And let me know how it works.
Here’s to a year of action, growth, and results.
