For almost 40 years of training real estate agents, one truth has stood out above the rest: memorized scripts don’t move people. In fact, they can actually hold you back and hurt your business. I’ve long been called the “godfather of metaphors and analogies,” and for good reason — it’s the basis of all my coaching.
Why metaphors beat memorized scripts
The reason I teach agents to use metaphors and analogies instead of memorized scripts comes down to two things:
First, when you’re leaning on a script that was written by someone else, you’re using someone else’s words. That can feel uncomfortable because your mind is busy trying to remember what you learned in class instead of focusing on the person sitting across from you. That mental stress becomes a distraction and keeps you from being truly present in the conversation.
Second, and more importantly, when you hear a metaphor or analogy, you can immediately use it. You don’t need to memorize every line. Once you understand the concept, you can explain it in your own words. And because they’re your words, it comes across as authentic and conversational, not like a canned sales pitch.
This is why metaphors are so powerful: they free you from the script and allow you to connect naturally.
Why metaphors work so powerfully
A metaphor is like a bridge. Facts make people think. Metaphors make people feel. And when someone feels something, they move from indecision to action.
The best motivational speakers know this secret. They don’t stand on stage reciting data — they tell stories. They create images. They use analogies that bypass the head and go straight to the heart. And that’s exactly what you need to do when you’re in front of buyers and sellers.
Neuroscience confirms what we know instinctively: People remember stories and visuals far more than they remember statistics. A client may forget your market analysis, but they’ll remember the fishing story, the train analogy, or the image you painted about rising tides.
And for my religious folks — think about the Bible. It’s essentially one big book of stories, metaphors and analogies called parables. Why? Because they’re easy to remember, easier to share, they speak to people’s hearts, and they move people to take action.
How to create your own metaphors and analogies
At this point, you may be thinking, “That’s great, Darryl, but how do I come up with these metaphors on the spot?”
The answer is simpler than you think, start with your own life. If you love gardening, you can explain pricing by talking about planting in the right season. If you love sports, you can explain negotiations by comparing them to coaching a team through overtime. When it comes from your life, it feels natural and authentic.
Now, here’s a next level tip: use what’s important to the client in front of you. That’s where the magic really happens. And for that, I teach our coaching clients on how to F.O.R.M., a metaphor customized to the client on the spot.
F.O.R.M.: The four keys to unlocking metaphors that connect
F = Family
Everyone’s heart is tied to family in some way. Maybe they have kids, aging parents or even pets they treat like children. If a seller hesitates to price their home realistically, you might say:
“You know how when your kids were little and had their first big school picture day, you made sure they had a clean shirt, brushed hair and a smile? You didn’t change who they were — you just helped them present their best self for the camera. That’s exactly what staging does for your home. We’re not changing the house; we’re simply helping it show up at its very best for buyers.”
Family-based metaphors work because they connect to the most emotional part of a person’s life.
O = Occupation
When people have pride in the job, this is a great place to use a metaphor. If your client is a teacher, you might say:
“As a teacher, you know when you’re getting ready for the next school season, you have a lesson plan. Now imagine if you didn’t and you just walked into the first day of class making it up as you went along. Obviously, that wouldn’t produce great results. Real estate is the same way. What most homeowners don’t realize when trying to sell on their own is that it’s like stepping into a classroom without a lesson plan. A clear, thought-out, written marketing plan is essential. My job as your real estate consultant is to put a tremendous amount of time into preparing that plan so your property sells. We don’t just wing it — we follow a system.”
See how that lands? Instead of sounding like a canned script, you’re speaking their language. You’re showing that you respect their profession, and you’redrawing a parallel that highlights your expertise.
R = Recreation
This is about hobbies, sports or anything they do for fun. Recreation-based analogies are powerful because they tap into a person’s passions. For example, if your client loves golf, you could say:
“Selling a home is a lot like playing 18 holes. You don’t win by swinging harder on the last putt — you win by playing smart from the very first tee. Pricing your home right from the start is like that first drive. If we set it up correctly, the rest of the round goes smoother and we’re positioned to finish strong.”
When you frame advice around what someone loves, it doesn’t feel like selling. It feels like understanding.
M = Memorable moments
This could be a wedding, a graduation, a family trip or the birth of a child. These moments hold emotional weight. If your client is nervous about making a move or signing your buyer agency agreement, you could say:
“Remember when you both decided to get married? I’m sure there was excitement but also some nervousness. You didn’t let the nervousness stop you from getting married. You moved forward even with the nervousness because you were committed to each other. And what about all that planning? You had to book the date, choose the venue and make deposits long before you knew how everything would turn out. You committed first, trusted the process, and in the end, it was one of the most meaningful days of your life. Buying a home is a lot like that. It’s about planning, committing, and trusting that the effort will pay off in creating the life you’ve dreamed of.”
When you connect to someone’s memorable moments, you remind them of times when taking action led to joy.
Stop sounding like a salesperson
Here’s the irony: the more scripted you sound, the more “salesperson-y” you come across. And consumers don’t want salespeople. They want advisors, coaches and guides.
When you trade rigid scripts for real metaphors, you stop sounding like every other agent, shake that “salesy” feeling no one wants to feel, and start sounding like a professional who truly understands.
Scripts train your head
Metaphors transform the heart. And it’s the heart that makes people choose you, trust you and follow your guidance.
So, next time you feel yourself reaching for a memorized line, stop. Throw away the script. Instead, build a bridge. Tell a story. Paint a picture. Because in this business, the agents who master metaphors aren’t just great presenters — they’re leaders who move people.
Darryl Davis, CSP, has spoken to, trained, and coached more than 600,000 real estate professionals around the globe. He is a bestselling author for McGraw-Hill Publishing, and his book, How to Become a Power Agent in Real Estate, tops Amazon’s charts for most sold book to real estate agents.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.
To contact the editor responsible for this piece: tracey@hwmedia.com
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