The holiday season is upon us! For many real estate agents, this time of year brings a unique challenge: having meaningful conversations without coming across as salesy.
Fortunately, we have the F.O.R.D. script.
F.O.R.D. is an acronym for—
- Family
- Occupation
- Recreation
- Dreams
It might not seem obvious how these four words can transform your conversations, but stick with me. I’ll break down what F.O.R.D. is, when to use it, and how it works—with examples to make it effortless.
I didn’t invent the F.O.R.D. method, but it’s hands down one of the most effective conversation frameworks I’ve encountered. Why? Because it’s not about selling. It’s about connecting. And during the holiday season, when you’re navigating family gatherings, networking events, or even casual encounters, this approach can help you break the ice and foster authentic relationships.
Let’s dive into each part of the acronym and explore how you can use it to spark engaging, natural conversations before the year wraps up.
Looking for more ideas? Get my complete breakdown of the F.O.R.D. method here.
F—Family
Asking people about their family is arguably one of the easiest ways to get them talking.
An easy opener is, “Hey, Nancy, how are your kids, Will and Donna?”
Don’t know their kids’ names? That’s okay: “Hey, Nancy, how are the kids?”
With the holiday season in full swing, you can also use recent or upcoming celebrations to spark a conversation: “Hey, Nancy, how was your Thanksgiving? Did you do anything fun with the family?”
The key here is to lead with genuine curiosity. Questions about family create a safe and familiar space, making it easy to break the ice and start a meaningful exchange.
O—Occupation
Work is a huge part of people’s lives, making it a natural and engaging topic of conversation. A few simple prompts can get things rolling:
- “Hey, Nancy, how is work?”
- “Hey, Nancy, is work giving you any time off for the holidays?”
- “Hey, Nancy, are you still working at Safeway?”
People’s job encompasses what feels like 90% of their lives. And if you’re a real estate agent, it encompasses 110% of your life. So, leaning into what they do is a surefire way to get them talking.
Because, remember, the person who controls the conversation is the one who’s asking the right questions. If you find yourself in any of these dialogs, and you’re talking more than asking questions, you’re probably missing the mark.
R—Recreation
Here are some straightforward recreation questions to spark a conversation:
- “Hey, Nancy, what do you do for fun?”
- Hey, Nancy, it’s the holiday season; what are you doing to stay active these months?”
- “Hey, Nancy, are you planning to start any new hobbies in the new year?”
- “Hey, Nancy, any vacations planned next year?”
These questions tap into topics people love to talk about—whether it’s their hobbies, fitness routines, or upcoming travel plans. They’re light, open-ended, and perfect for keeping the conversation flowing.
In December, the F.O.R.D. script is a perfect template to apply to these casual conversations that you’re having with people in passing.
D—Dreams
Dreams are all about what excites people, their aspirations, or even fun “what-if” scenarios. These types of questions tap into their imagination and allow for a more personal, lighthearted conversation. Try something like:
- “Hey, Nancy, if you won the lottery, what would you do with all the money?”
- “Hey, Nancy, if you could live anywhere in the world, where would it be?”
These conversations don’t have to be real estate-centric. The truth is, the less real estate-centric, the better. Because what you are looking to do is build some common ground by asking questions that get them to open up.
Bonus Tips
Here are some bonus tips to help you succeed:
- Always ask open-ended questions. Avoid questions that can be answered with a simple “yes” or “no.” Instead, ask open-ended questions that encourage the other person to share more about themselves. This keeps the conversation flowing naturally and takes the pressure off you to keep asking follow-ups.
- Practice this type of networking. Practice asking F.O.R.D. questions at your next networking event, your office holiday party, or your partner’s office holiday party. These casual settings are great for practicing how comfortable you can get with these questions. Once you’ve nailed it in person, you’ll feel confident applying it in phone conversations or with anyone you’re looking to build stronger relationships with.
I hope this script and these examples make your holiday season conversations more meaningful and enjoyable! If you found this helpful, share it with an agent you know who could use a fresh approach this season.
Ready for more examples? Download them here!
P.S. Want something extra this holiday season? DM me on Instagram @krysbenyamein—I’ve got a special Christmas gift just for you! 🎁
