Setter Script — Disco Call — The Listings Lab

00 / READ FIRST

How to read this

2 minutes · read once before your next disco call

This is the discovery call — a tight 10-minute conversation whose only job is to confirm this agent is sales-ready, grab the numbers the lead advisor needs, and book the strategy call. You are not selling the program — the lead advisor does that. No pitch, no pricing, no features. You're a filter and a booker, not a closer. Italic gold lines are what you say — warm and human, a real estate person talking to a real estate person. The notes on the right tell you what to listen for and when to branch.

Sales-ready = three yeses: (1) a problem we solve, (2) they want it solved now, (3) they can act — time + willing to invest. Three yeses → book. Any hard no → kind no.
MUST HIT beats win or lose the booking — and the show. Never skip them.
10-minute call. Past minute 12 you're digging too deep — that's the lead advisor's job. Get to the booking.
Anything they want to know about how it works, what it costs, or what they'd buy → that's the lead advisor's call. Point them there.

Want the reasoning behind any beat? Hit the Why this works button (bottom-right) to reveal the logic notes inline — toggle it back off when you just want the script. Print to PDF (Cmd-P) for a paper version.

Open — frame the fit, "what's going on?"90 sec
Numbers — tenure, market, transactions, GCI, lead source, goal2 min
Gate 1 — volume / quality / conversion → is it ours?2 min
Gate 2 — why now?60 sec
Gate 3 — time + money soft check + decision-maker90 sec
Book it — lock time, accept live, commit to video + show2 min

Why this works · the big picture

The whole game on this call is show rate. A booking isn't the win — a booking that shows up, on time, with the decision-maker present and genuinely sales-ready, is the win. That's built two ways: you qualify honestly so you only book people who should be there, and you surface the pain without spending it — confirm there's a real problem, then leave the deep dig, the vision, the numbers, and the offer to the lead advisor. Take too much of their story apart yourself and the next call feels like a repeat; leave it teed up and the next call feels like the payoff. You're a filter and a booker — protect the lead advisor's calendar like it's yours.

1 · OPEN

Open

60–90 seconds · warm, human, frame the fit

Why this works · the open

Two jobs in the first minute: make them comfortable, and take the pressure off. The moment you say "this isn't a sales call, there's no pitch coming," their guard drops and they tell you the truth — which is the only thing that lets you qualify honestly. Warmth isn't a nicety here, it's the mechanism. People tell warm, low-pressure people the real story; they perform for salespeople.

1.1Frame the fit MUST HIT

"Hey [NAME], [YOUR NAME] here — thanks for grabbing time. Real quick so there's no weirdness: this isn't a sales call, there's no pitch coming. My job in the next ten minutes is to understand your real estate business and see if we're even a fit to help. If we are, I'll get you to the right next step. If not, I'll point you somewhere useful. Fair?"

Wait for the yes — that little agreement drops their guard.

INTERNAL

Say it warm and relaxed — this is the line that sets the tone. Don't rush it.

setter rubric S-01 (Rapport & Frame) — the strongest variants are warm_brief / warm_extended; flat and cold opens are the weak end.

1.2The opening question MUST HIT

"So tell me — what made you book this call? What's going on in the business right now?"

Let them run. First read on what they actually care about — and listen for the pain signals (cheat sheet, §9).

Why this works

An open question with no agenda gets them talking about themselves in the first 30 seconds — exactly where you want them. You learn more from how they answer "what's going on" than from any question you could script.

1.3Calibrate what they know

"Before I dig in — how much do you actually know about what we do?"

Their answer tells you how much to frame versus skip. If they're fuzzy, give the 20-second version — then move on.

THE 20-SECOND OVERVIEW — IF THEY'RE FUZZY ON WHAT WE DO

"Totally fair — quick version: agents come to us when they want to become the go-to agent everyone in their market sees everywhere online — we call it being 'omnipresent.' From there we help them build a real business, not just a side hustle, and then scale toward seven figures — eventually working themselves out of the day-to-day agent grind. That's the gist; the lead advisor gets into exactly how on the next call."

KEEP IT HIGH LEVEL

This is framing, not a pitch. Paint the destination — omnipresent → real business → seven figures → out of the grind — and stop. No features, no how-it-works, no numbers. The lead advisor does the detail.

Why this works

Asking what they already know lets you calibrate — you don't bore the informed or lose the fuzzy. A crisp one-breath overview gives them just enough of the vision to want the strat call, without spending the detail that makes that call land.

2 · THE NUMBERS

The Numbers

2 minutes · you already know they're a realtor — skip the generic, get the data

Why this works · grab the data, read the lead source

You need two things out of this block: the production numbers the lead advisor needs in hand, and the goal in their own words — the [GOAL] you'll point at when you book. The single most diagnostic answer is lead source. It tells you almost everything about whether this is a fit. Keep it light — you're grabbing data, not diagnosing. The lead advisor does the deep version.

2.1Tenure + market

"How long have you been licensed, and what's your market — what area do you farm?"

2.2The production numbers MUST HIT

"How many transactions did you close in the last 12 months, and roughly what did that come out to in GCI?"

CAPTURE

Transactions + GCI, last 12 months. The lead advisor needs these — don't skip. Write them down exactly.

setter rubric S-03 (Business Profile Capture) — aim for full / partial, not surface_only.

2.3Lead source — the qualifier that matters most MUST HIT

"And where are those deals actually coming from — repeat and referral, your sphere, portal leads like Zillow, or are you generating your own?"

READ THIS ANSWER

This tells you almost everything. Living on referrals/sphere with no system they control, or burning cash on portal leads they hate → that's the core problem TLL solves. Happy with a paid-lead machine that works → probably not a fit.

2.4The goal

"And where do you want to take it over the next 12 months — what's your transaction or GCI target?"

CAPTURE

The goal in their words. This is the [GOAL] you point at when you book — and the one the lead advisor builds on.

3 · GATE 1

Gate 1 — Is There a Problem We Solve?

2 minutes · surface the problem · don't spend it

Why this works · gate 1, surfaced not spent

The first gate: is there a real problem, and is it one we actually solve — marketing, lead-gen, visibility? Giving them three buckets — volume, quality, conversion — gets a sharper answer than "what's not working," and pre-sorts the problem for the lead advisor. Surface it and name it. Do not widen it, twist the knife, or paint the full cost — that pain-widening is the lead advisor's whole job. Spend it here and the next call has nothing left to build.

3.1The challenge question MUST HIT

"What's the biggest bottleneck right now — is it not enough leads, the leads aren't quality, or you've got leads but they're not converting?"

IF "EVERYTHING'S FINE, JUST CURIOUS"

"Fair — so what are you trying to hit this year, and what's the biggest reason you're not already there?"

INTERNAL

The three buckets (volume / quality / conversion) get a sharper answer and pre-sort the problem for the lead advisor. Get one clear pain in their words and write it down.

setter rubric S-04 (Primary Frustration Surface) — identified is enough here; the lead advisor does probed_deeply.

3.2Is it ours? MUST HIT

"And is a big part of that just not having a consistent, predictable way to get in front of the right people in your market — or is it something else?"

GATE 1

Marketing, lead-gen, visibility, or over-reliance on referrals/portals → we help, keep going. Something we genuinely don't touch (a brokerage-split or transaction-coordination problem) → kind no, §7.

3.3One-line play-back — then move

"So if I'm hearing you right — [PAIN] is the main thing between you and [GOAL]. Fair?"

INTERNAL

Get the nod, move on. Do not widen the pain or paint the vision — that's the lead advisor's whole job. You're teeing up, not closing.

Why this works

Playing it back in one line gets them to own the diagnosis — "yes, that's it" — without you spending the emotional ammunition. The strat call's whole power comes from going deep on this. Resolve it here and you've defused the next call.

4 · GATE 2

Gate 2 — Do They Want It Now?

60 seconds · the show-rate predictor

Why this works · gate 2, the show-rate predictor

A real problem with no urgency is a no-show waiting to happen. "Why now" is the single best predictor of whether someone actually shows up to the next call. You're not manufacturing urgency — that's not your job and it doesn't hold. You're checking whether it's real. If it's a "someday," booking them just burns the lead advisor's calendar.

4.1Why now MUST HIT

"Why now? What made today the day you booked — versus three months ago, or three months from now?"

IF THERE'S NO REAL URGENCY

"Be honest — is this more of a 'someday' thing, or a 'I need to fix this' thing? No wrong answer."

GATE 2

A real catalyst — a slow season, a deal that fell through, a referral pipeline drying up, a new-year reset — or a clear cost to waiting → keep going. "No rush, just looking" with no pain behind it → kind no, §7.

setter rubric S-06 (Why-Now Light Touch) — surfaced beats mentioned; skipped correlates with the soft no-show.

5 · GATE 3

Gate 3 — Can They Act?

60–90 seconds · time + money soft check · no pitch, no numbers

Why this works · gate 3, without pitching

The last gate is means — can they actually act, in both time and money? You are not pricing or pitching anything. This is a soft check: you're screening out the genuinely broke, not pre-deciding affordability — the lead advisor does the real money conversation. Done honestly and lightly, this protects everyone's time and actually builds trust: you're clearly not trying to trap them.

5.1Time

"This takes a few hours a week to actually implement — not huge, but not zero. You got room for that?"

GATE 3 · TIME

"No time at all, ever" is a real flag. Some room, or willing to make room → fine.

5.2Money — soft check, no number MUST HIT

"And the honest one — working with us is a real investment in the business, not a casual purchase. The lead advisor walks you through exactly what fits you, so I won't put numbers on it today. Just so we're not wasting each other's time — if it turns out to be the right move, are you in a position to invest in your growth right now?"

GATE 3 · MONEY

"Yes, if it's right" → means is there. "Depends what it costs" → totally fine, that's the lead advisor's call. A hard "no budget at all, period" → kind no, §7.

DO NOT PITCH

No prices, no programs, no tiers. If they push for a number → Objections, §8, "How much is it?"

5.3Map the decision RUN EVERY CALL

"Last thing on my end — is this a call you make on your own, or do you and a spouse or partner make these decisions together?"

INTERNAL

Just note it — don't make a thing of it. If there's a partner, they get on the strat call too (§6).

setter rubric S-05 (Decision-Maker / Spouse Probe) — explicit_probe here is what lets you put the decision-maker on the next call.

6 · BOOK IT

Book It

2 minutes · confirm readiness, lock the time, protect the show

Why this works · a booking is a time plus a commitment

The strongest discovery calls don't just grab a slot — they lock the time and set expectations in the same breath. If they're sales-ready, the booking is factual, not a hard sell. You suggest the next step, lock a time, get the invite accepted live, and set the room, the decision-maker, and the video commitment all in one breath. Skip any one and your show rate leaks.

6.1The suggestion + lock the time MUST HIT

"Based on what you told me, the next step is a call with our lead advisor — they'll go deeper on exactly this and walk you through what it'd actually look like for you. I've got [DAY] at [TIME] or [DAY] at [TIME] — which works better?"

KEEP IT HIGH LEVEL

Factual, not a sales pitch for the call. No features, no pillars, no numbers. Two options, not "when are you free?" — assume the booking.

setter rubric S-07 (Next-Step Pitch / Zoom Invitation) — aim for the structured variant, not rushed.

6.2Accept the invite — live MUST HIT

"Perfect — sending the invite now. Can you pull up your calendar and accept it while we're on, so it's locked on both ends?"

DO IT LIVE

Don't accept "I'll grab it later." Wait and watch them accept. An unaccepted invite is the #1 source of no-shows.

setter rubric S-08 (Booking Locked + Expectations Set) — the top variant is time_locked_with_expectations: a slot AND expectations set together, not just a time on a calendar.

6.3Set the room, decision-maker, video + show — one breath MUST HIT

"You're set. Few quick things so you get the most out of it. The call's on Zoom, so hop on with your camera on — it's a real working session, not a webinar. Be somewhere quiet you can focus, not driving or between showings, and have something to take notes with. If there's anyone else part of these decisions, have them on too. And before the call, watch [THE VIDEO] — it makes everything click way faster. Can I count on you to do those and be there [DAY] at [TIME]?"

Get the explicit "yes, I'll be there." That verbal commitment is the difference between a booking and a show — and it sets up the lead advisor's opener ("you watched the video — what stood out?").

Why this works

A specific, deliberate ask — "will you commit to doing these and being there?" — gets a verbal yes they feel accountable to. Bundling the video and the show-up into one commitment turns homework into part of the deal, not an extra chore.

LOCK THESE BEFORE YOU HANG UP

Miss any one and your show rate (or close rate) leaks.

✅Time picked AND calendar invite accepted live — watch them do it.
📹On Zoom, camera on — it's a working session, not a webinar.
🤫Quiet place, focused — not driving, not between showings.
✍️Something to take notes with.
👥Decision-maker / spouse on the call if there is one.
🎥Committed to watching the video beforehand.

7 · NOT A FIT

Not A Fit

a clean no is a win · protect the calendar

Why this works · the honest no protects everything

Booking the lead advisor with someone who fails a gate — no problem we solve, no real urgency, or no means — burns their time and tanks the show-and-close numbers. The integrity move is the honest hand-off elsewhere. People remember being told the truth, and some come back when the timing is actually right. A clean no beats a soft yes that ghosts.

7.1The kind no ONLY IF NEEDED

"I'll be straight with you, because I'd want the same — based on what you've shared, I don't think we're the right fit right now. [REASON: no problem we solve / not the right time / not in a position to invest]. What I'd point you to instead is [FREE RESOURCE]. No pressure — and if things change, the door's wide open."

INTERNAL

Warm, not dismissive. Name the specific gate that failed. Point them somewhere genuinely useful — this is still a brand moment.

Why this works

Disqualifying honestly does two things at once: it protects the lead advisor's calendar, and it builds more trust than a forced booking ever could. The agent who wasn't ready this quarter remembers the person who didn't push them — and refers, or comes back.

8 · OBJECTIONS

Objections

redirect to the call · never start pitching

REDIRECT, DON'T PITCH · EVERY TIME

On any objection, your job is never to sell the program — it's to get them to the strat call, or to a clean no. If they're pushing you to pitch, that's the lead advisor's job. Every handler ends by pointing back at the booking.

Why this works · you're closing a call, not a sale

The setter's objections are different from the closer's — you're not overcoming resistance to buying, you're overcoming resistance to showing up. So you never get pulled into defending price or features (you don't have the full picture anyway, and a half-pitch poisons the real one). Every road leads to the same place: "great question — that's exactly what the call is for. Let's get you on it."

Each objection opens to its handler. Click any card. Every handler ends by pointing back at the booking.

"Can you just tell me what you do?"

CURIOSITY

"I could — but anything I tell you now is the watered-down version. The lead advisor can show you exactly how it'd work for your market specifically. That's the whole reason that call exists. Let's get you on it — [DAY] or [DAY]?"

"How much is it?"

PRICE

"Not dodging you — it depends what actually fits you, and that's exactly what the lead advisor maps out. What I'll say is it's an investment, not a casual purchase. If it's the right fit, are you in a position to invest? Then let's get you on the call where you'll see the real numbers."

"I'm really busy / it's my busy season"

TIMING

"I hear you — I'll keep this short. Quick gut check though: if you're too busy to even look at fixing [PAIN], it tends to get worse, not better, right? The call's about 45 minutes. Let's grab a time that's actually calm for you — [DAY] or [DAY]?"

"Just send me some info"

SEND_INFO

"I could, but info in your inbox doesn't change anything, and it won't be tailored to your market. The call will be. When works — [DAY] or [DAY]?"

"I need to think about it"

THINK_ABOUT_IT

"Totally fair — and you don't decide anything today. The next call IS the thinking step — it's where you get the full picture. Nothing's committed by getting on it. Let's hold a time — [DAY] or [DAY]?"

"I need to talk to my spouse / partner"

DECISION-MAKER

"Smart — they should be part of it. So let's not have you relaying it secondhand. Let's pick a time that works for both of you, and they hear it straight and can ask anything. What's good for the two of you?"

Book it then and there, both on it.

THEY KEEP DODGING THE BOOKING · RESET

If you've redirected a couple of times and they still won't pick a time, stop selling the call harder. Ask straight:

"Let me ask you straight — is this something you actually want to move on, or does it feel more like a someday? Either's fine, I just don't want to put a time on the calendar that isn't real."

Then listen. A real "I want this" → book it. A soft "someday" → take them to a kind no, §7. Don't book a ghost.

9 · PAIN SIGNALS

Pain-signal cheat sheet

recognize a strong fit by their language

When you hear these in the open or Gate 1, you've got a real prospect — book with confidence.

What they say	What it means	Fit
"I'm too dependent on referrals"	No pipeline they control	Core fit
"My pipeline dries up between deals"	Feast-or-famine	Core fit
"I'm paying for Zillow/Realtor.com leads and they're garbage"	Wants to own lead gen	Core fit
"I'm the best-kept secret in my market"	Visibility problem	Core fit
"I don't have time to post / don't know what to post"	The content problem the tools solve	Core fit
"I need more listings"	Probe: volume, quality, or conversion?	Qualify further
"My splits are killing me" / "my brokerage won't support me"	Not what we solve	Likely not a fit
"I just got licensed, zero deals, no budget"	No means yet	Not yet — kind no

RED FLAG · ANY FIT LEVEL

If every problem is someone else's fault — the market, the broker, the portals — with zero ownership, note it for the lead advisor. Don't coach it on this call.

10 · HAND-OFF

Booking Notes

fill before you hang up · pass to the lead advisor

BOOKING NOTES TO PASS THE LEAD ADVISOR

Fill these in before you hang up — it's what makes the lead advisor's open land.

Tenure / market:
Transactions + GCI (last 12 mo):
Lead source today:
12-month goal (their words):
Primary pain (their words):
Why now:
Decision-maker (solo / partner — name):
Watch-for flags (coachability, urgency level):

The one thing to remember

You're not selling — you're a filter and a booker. Ten minutes: frame the fit, grab the numbers, run the three gates, lock the booking with every commitment. Protect the lead advisor's calendar like it's yours. One sales-ready agent who shows beats five maybes who ghost.

Frame the fit. Grab the numbers. Run the three gates — surface the pain, never spend it. Lock the time, the room, the decision-maker, and the commitment to show.