Consistent Listings writes ad scripts for investor-focused agents from the tenant, tax and 1031 questions landlords search before they call anyone, fitted to your zip codes and price points. You record the script once, in about an hour, and the offer behind it is 2 signed listings in your first 100 days, backed by a full refund if you do not sign one.
- A generic just-sold script never mentions a tenant, a 1031 clock or depreciation, so landlords skip straight past it.
- The strongest hooks name the trigger: a tenant giving notice, a tax question, or being done with being a landlord.
- Every script names the property situation, never the tenant or the buyer, to stay inside Fair Housing rules.
- The script feeds the ISA (inside sales agent) call: what the video promises, the phone call confirms.
Why generic scripts fail with landlords and rental owners
A script built for an owner-occupant seller talks about moving, schools and curb appeal. A landlord is not moving out of the property; they are deciding whether to keep collecting rent or take the equity, which is the whole premise behind listing leads for investor-focused agents.
The owner searching how to sell a rental with a tenant, or what depreciation recapture will cost them, has a specific question in mind. A script that opens with "thinking of selling your home" reads as generic and gets skipped. A script that opens with the tenant or the tax question gets watched, because it proves you understand the situation before you ask for the call.
Three script skeletons for investor-focused agents
Each skeleton runs hook, proof, offer, call to action, built around a specific trigger from the brief.
Skeleton one, the tenant-in-place skeleton (about 8 seconds hook, 45 seconds body). Hook: "If you own a rental and the tenant just gave notice, watch this before you relist it." Proof: a short line on how notice, showings and the lease get handled without losing the buyer. Offer: a walkthrough of pricing the vacancy against selling. Call to action: book a call to map the timeline.
Skeleton two, the tax-question skeleton (about 8 seconds hook, 40 seconds body). Hook: "Before you sell a rental, know what depreciation recapture will cost you." Proof: a plain-language line on how the gain reverses depreciation, with a nudge to ask a CPA for the exact number. Offer: how a 1031 exchange can defer it. Call to action: a conversation about the numbers, not a promise about them.
Skeleton three, the tired-landlord skeleton (about 8 seconds hook, 40 seconds body). Hook: "Done being a landlord? Here is how to exit without giving your equity to a cash buyer." Proof: a contrast between a wholesaler's offer and a listed sale. Offer: what the first two weeks of a listing look like. Call to action: a walk-through visit, tenant notice included.
The hooks table
Each hook targets a different trigger the owner is already thinking about, not a generic seller moment.
| Hook | Trigger it speaks to | Seconds |
|---|---|---|
| If you own a rental and the tenant just gave notice, watch this before you relist it. | lease end or vacancy | 8 |
| Selling a rental with a tenant still in it? Here is how I do it without losing the buyer. | tenant in place search | 7 |
| Before you sell a rental, know what depreciation recapture will cost you. Here is the short version. | tax search | 8 |
| Thinking about a 1031 this year? The listing has to be timed right. Here is how. | 1031 search | 7 |
| Done being a landlord? Here is how to exit without giving your equity to a cash buyer. | tired landlord | 8 |
| Most rentals are priced off the rent, not the comps. That costs owners money. Here is why. | valuation search | 8 |
A script can pair two hooks, one for the first 8 seconds and one repeated near the call to action, but only one trigger drives the body.
What to avoid in investor-focused ads
Tax copy stays general in every script: unrecaptured depreciation gain is taxed at a federal rate that can run up to about 25%, a 1031 exchange has an identification window and a closing window, and none of it is tax advice. The script always routes the owner to their own CPA for the number that applies to them.
Scripts never describe a tenant, a buyer or a neighbourhood by any protected characteristic, and they never promise that a tenant can be removed for a sale, since eviction rules vary by state and province. The word distressed never labels an owner, and slumlord or any language that mocks either side of the tenancy has no place in the script. A promise of guaranteed leads, closings or returns does not belong either; the guarantee is a signed listing in 100 days, not a result on the property, exactly as recorded in what other agents got in their first 100 days.
How the script connects to the ISA call
The script sets up what the phone call has to confirm. If the hook names a tenant giving notice, the ISA (inside sales agent) opens by asking about the tenant and the lease end date. If the hook names a 1031 exchange, the ISA listens for the identification and closing windows the owner mentions, as covered in appointment setting for investor-focused agents.
What the ISA team hears on those calls feeds back into the next round of hooks, so a script that gets watched but does not convert on the phone gets rewritten rather than reused. The full YouTube ads for investor-focused agents campaign runs on this same script. The generic Scripting service for real estate agents uses the same feedback loop for every other niche.
Questions, answered
What should a seller ad say to a landlord whose tenant just moved out?
The strongest opening names the situation directly: a vacancy the owner now has to decide about, not a generic home-selling message. The script should walk through pricing the vacant unit against relisting a tenant, since that is the actual decision the owner is weighing. A call to action asking for a conversation, not a commitment, fits that moment best.
How do I write a script that talks about 1031 exchanges without giving tax advice?
A script can name the identification and closing windows a 1031 exchange runs on and explain how the listing timeline has to respect them, without stating a specific tax outcome for the owner. Every mention routes to the owner's CPA or qualified intermediary for the number that applies to their situation, since rates and eligibility depend on individual facts.
Should I advertise for tired landlords or for investors buying? Which converts to listings?
A tired-landlord script speaks to an owner ready to exit, which is the seller side that produces a listing. An investor-buying script speaks to someone hunting for a deal, not someone with a property to sell. The listing pipeline comes from the seller angle; the buy side follows naturally once that owner needs a replacement property.
How does the ISA team qualify a landlord who has a tenant in place?
The ISA asks whether the tenant is month to month or on a lease ending soon, and whether the owner will sell with the tenant in place or wait for vacancy. An owner locked into a long lease who refuses either path stays in nurture instead of being booked, while one with a plan for notice moves to the calendar.
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