Phone Etiquette Every Realtor Needs to Know

Mari Colgan got one of the best reviews of her career last November. “He stated that my communication kept him from going off the ledge,” says Colgan, a Tampa-based Realtor® with LPT Realty.

Colgan recalls that throughout the long contract closing timeline, anything that could go wrong did. Through it all, she called frequently, stayed calm on the phone and explained what was happening as best as she could. After about 60 days, and lots of phone calls and in-person meetings, the transaction closed.

Good phone manners are not an old-fashioned concept. Your etiquette or lack of it when talking with someone on the phone can leave a lasting impression.

Phone etiquette that projects your brand

Jacqueline Whitmore teaches her students that everybody has a personal brand, and you have an opportunity to project that brand in many ways from in-person, digitally and on the phone.

“Everyone wants to do business with people they like and trust. Your etiquette can help you communicate your confidence to your [customers],” says Whitmore, founder of The Protocol School of Palm Beach.

Mark Downey began his real estate career in 1996, and at that time, cell phones were in use but not ubiquitous like now. “Office phone lines were still the ultimate weapon, and it was imperative that you possess the ability to connect with a potential buyer or seller immediately,” says Downey, a broker and developer at Mark Downey & Associates, Inc. in Pensacola. “You couldn’t build rapport via text or email prior to speaking to someone.” He learned quickly to determine what type of personality they possessed, so he could speak with them in such a way that they would be more likely to find commonality with him.

“For example, if the person were more of a Type A personality, I knew that I had to exude confidence and energy, all while speaking eloquently and professional,” he says. “If it was a mother who was home with the kids, I would convey more compassion and an understanding that she was likely being pulled in 20 directions at one time.”

Here are some tips for phone conversations that instill confidence in the value you offer:

1. Answer with your name. Whitmore says that [you should] identify yourself with at least your first name. “Hi. This is Jacqueline at The Protocol School of Palm Beach.” If you don’t, the person may say, “Can I speak with so and so?”

2. Use their name immediately. “Creating a connection by using their name will ensure that the person feels comfortable with you, plus engaging them as someone you already know will tear down walls that commonly exist when you first speak to someone,” Downey says.

3. Smile as you talk. “I was trained to smile while on the phone as it would make my voice sound more cheerful and ready to listen and help,” Colgan says. “I also try to be clear and answer with confidence.”

4. Customize a decline text. If you can’t get to a call, make that person feel respected and valued by sending out a text, such as Colgan’s text, “Hi. My apologies. I am unable to take your call right now. I can text if that works for you. If not, I will give you a call back as soon as I am available in about 30 minutes. Thanks so much.”

5. Be responsive. Downey believes that a missed call is a kiss of death in the sales industry. “Returning calls should be done as quickly as possible. But if it’s a first-time caller, there’s a good chance that they will move on to the next Realtor® who will pick up the phone. Having an assistant who can answer calls all day is very important.”

6. Keep calls private. Conversations with buyers and sellers can reveal confidential information. Step away from a busy restaurant or a group of friends and take the conversation to a quiet place.

7. Understand your clients’ communication preferences. Ask buyers and sellers how they want to communicate. But remember, says Whitmore, even if they like to text, if a conversation takes more than three texts, pick up the phone or move to voice texting. “It’s still a text, but they can listen at their leisure and still hear your voice,” she says.

8. Express your energy. “If you come across as tired, impatient or otherwise agitated, prospects will pick up on that quickly,” Downey adds. “Be positive and energetic. Smile and aim to please so you will be received effectively.”

9. Read between the lines. “Ask questions. Then, let them answer,” he says. Downey knows many agents who try to sell themselves and brag about their experience. “A prospect doesn’t care about that. They want to know how you can solve their problems and how much you care about them before they will care about anything you have to say,” he adds. Ask qualifying questions about what the prospect’s needs are, then listen intently and take notes.

Excel at active listening

“It is so important to listen to our customers,” Colgan says. “They must feel during our conversations that we care.” They know you are listening if you do not interrupt them, and you stay calm and patient, she adds.

“Let them speak before you jump into the conversation. One of the things that sticks out with me from my Brian Buffini training is to tell the customer, ‘I understand,’” says Colgan. That way you encourage them to keep talking. “Always remember in bad times of a deal, the customer never forgets how you made them feel,” Colgan says.

A phone call might seem old school—but when done right, it’s a powerful way to build rapport, project professionalism and show clients you care. Strong phone skills aren’t just about talking—they’re about connecting. Whether it’s calming nerves, tailoring your tone or simply listening with intention, mastering the art of the call can mean the difference between a lost lead and a lifelong client. #

Lee Nelson is an Illinois-based freelance writer.