Consistent Listings writes ad scripts for condo specialists that open with the building trigger, a fee increase, an assessment letter, a neighbour's sale, rather than with the agent, so owners recognise the situation before they recognise your face. You record the script once, in about an hour, and ads go live about a week, sometimes inside 72 hours later.
- A condo script opens with the association trigger, not the agent, because that is what the owner is already thinking about.
- Scripts describe the building situation and never label owners as distressed, worried or vulnerable.
- Every script is fitted to the buildings and price points the agent already works, not written from a blank page.
- The ISA team's calls feed back into the hooks, so wording is tuned on real condo owner conversations.
Why a generic script fails with condo owners
A script written for a single-family seller talks about the house. A condo owner is thinking about the building first: what the association just sent, what the unit downstairs sold for, or whether the fee increase changes the math on staying. A script that opens with "thinking of selling your home" sounds like every other agent's ad, because it does not know the owner has a budget letter sitting on the counter.
The fix is not a longer script. It is naming the trigger in the first sentence: the assessment letter, the fee notice, the neighbour's sale, or the rental cap that just changed. An owner who hears their own situation named in the first few seconds keeps watching past the point most seller ads lose them.
Three script skeletons for condo owners
Skeleton 1: the assessment letter
Hook (7 seconds): "A special assessment does not mean you sell at a discount. Here is how I handle it in [area]." Proof: name the last unit in the building you helped price around a pending assessment. Offer: a no-obligation valuation that accounts for the assessment. Call to action: click to get your unit priced against the last five sales in your line.
Skeleton 2: the fee increase
Hook (8 seconds): "If you own a unit in [building] and just got the budget letter, watch this before you decide anything." Proof: explain in plain terms how a fee increase does or does not change resale value. Offer: a breakdown of what the fee actually buys, so buyers are not scared off by the number alone. Call to action: request the fee breakdown for your building.
Skeleton 3: the neighbour's sale
Hook (6 seconds): "Your neighbour's unit sold last month. Here is what it means for yours." Proof: reference the trend of units in the building selling for less than owners expect, or moving slower than houses in the metro. Offer: a comparison against the recent sale, adjusted for line and floor. Call to action: see how your line compares.
The hooks table
One sentence names the trigger the hook speaks to and how long it runs before the body of the ad begins.
| Hook | Trigger it speaks to | Seconds |
|---|---|---|
| If you own a unit in [building] and just got the budget letter, watch this before you decide anything. | fee increase or budget notice | 8 |
| A special assessment does not mean you sell at a discount. Here is how I handle it in [area]. | special assessment | 7 |
| Condos in [city] are sitting longer than houses right now. Here is what that means for your price. | market worry | 7 |
| Your neighbour's unit sold last month. Here is what it means for yours. | sale in the building | 6 |
| Thinking of renting your condo instead of selling? Check your building's rental cap first. | sell or rent decision | 7 |
| Before you hire an agent for your condo, ask how many units they have sold in your building. | agent search | 7 |
The triggers come directly from what pushes a condo owner to consider selling: a special assessment letter or vote, an annual budget notice with a fee increase, a reserve study result being circulated, the building losing project approval, a master insurance renewal that spikes fees, or a rental cap change that ends a plan to keep the unit as a rental.
What to avoid in condo ads
A script never names a specific building as non-warrantable, under assessment or in litigation, and never labels owners or buildings as distressed, failing or toxic. Fair Housing rules apply the same way here as anywhere else: the script describes the property situation and the association's finances, never the people, and never age, familial status or national origin, even where a building is age-qualified.
Most US states require a resale certificate or estoppel package and give the buyer a rescission window after receipt; the exact number of days varies by state, so a script never states a day count unless it is written for one specific state. In Florida, buildings three habitable stories or higher must complete a structural integrity reserve study, with a statutory deadline falling at the end of 2025 for most buildings and no later than the end of 2026, so a Florida script can name the SIRS and milestone inspection by name. A script also never suggests door-knocking or lobby canvassing, since solicitation rules in a building are set by the association.
How the script connects to the ISA call
Whatever the hook promises, the phone call has to deliver on it. If the ad names an assessment letter, the ISA opens the call the same way, asking what the association sent and when. If the hook is the neighbour's sale, the call asks which unit and how the owner heard about it.
Our US-based ISA team hears these conversations every day and feeds what works back into the script: which hook gets watched to the end, which trigger produces the most qualified calls, and which line an owner repeats back on the phone. The YouTube ads for condo specialists campaign carries the finished script; appointment setting for condo specialists is where it gets tested against real conversations. The full Scripting service for real estate agents works the same way for every niche.
Questions, answered
What should my ad say to condo owners worried the building is not warrantable?
The script can describe what non-warrantable financing means for a buyer pool in general terms, without naming your specific building as non-warrantable, since that label affects every owner's resale value if it becomes public in an ad. The safer hook names the fee or assessment trigger, and the ISA call is where financing specifics for a particular unit get discussed.
Do I have to write my own script for condo listings?
Writing your own script is not part of the job here. Consistent Listings writes the script from the framework already producing listings across every market we run in, fitted to the buildings and price points you already work, and delivers it with a filming guide before your recording session.
How long should a condo ad script be?
A condo script runs the same length as any Consistent Listings seller ad, built around a 6 to 9 second hook that names the building trigger, followed by roughly a minute of body and offer. The hook length matters most, since that is the window before a viewer can skip the ad.
Can the same script work for a co-op building?
A co-op script changes the vocabulary, since the owner holds shares in a corporation and a proprietary lease rather than a deeded unit, and the board approval process for buyers is usually stricter. The trigger-first structure, fee increase, assessment, neighbour's sale, still applies; only the ownership language and the closing steps change.
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