The saying “first impressions are everything” is never truer than when you’re trying to connect with a potential client. That’s why it’s crucial for every Realtor to have an elevator pitch ready to go. One that helps you stand out from other real estate professionals. Use these five steps to perfect your elevator pitch and you’ll have buyers and sellers lining up to work with you!
If you’ve never heard of an elevator pitch, don’t worry. It’s a simple 20-30 second introduction (about the time it takes to ride up or down on an elevator) that showcases what you do and why someone would want to work with you. A good elevator pitch allows you to discuss your profession without ever saying, “I’m a Realtor.”
To be clear, there’s nothing wrong with telling someone you’re a Realtor, but does that showcase everything you do for your clients? By finding a creative way to explain what you do for a living, people will be inclined to learn more. And that’s exactly what you want.
One of the biggest concerns people tend to have when it comes to an elevator pitch is the fear of sounding rehearsed. The truth is, you probably will sound a bit scripted at first, and that’s okay! Speaker and author Todd Duncan notes that most elevator pitches are scripted before they are smooth.
"If you don't know what to say in a selling situation, you won't say it with confidence that creates influence. You play how you practice."-Todd Duncan
As we go through the steps to creating your real estate elevator pitch, remind yourself it will take time to feel comfortable. After all, practice makes perfect. Now, let’s get to work!
Step 1. Entice: Who are you and what do you do?
This is where you don’t say, “My name is Sarah and I’m a real estate agent.” Instead, say something that someone isn’t expecting to hear. For example: “My name is Sarah and I help home buyers find lasting wealth through real estate!”
It’s important you showcase what makes you different from other Realtors. Here are some other ideas:
The point of this is to entice the potential client to go more in depth with you.
Step 2. Hook: What’s the issue?
Hook your listener by giving them an obstacle that’s easy to relate to. You may say, “You know how people are always worried about being able to send their kids to college or retire?” Of course, the listener knows that. It’s a common worry for many. It’s also a reason to hear more.
Check out these other examples:
After presenting a problem, you can then hook a buyer into finding out what your solution will be.
Step 3. Hold: How do you solve the issue?
Around Churchill Mortgage, we often hear “be the expert.” It reminds us to always make sure our clients can trust we know what we’re talking about. As a real estate agent, you are the expert on buying and selling homes. You know the local market, you know how to succeed, and you know how to solve any problems that arise. Step three is where you will say, “I show people how to buy their home in a way that sets them up for long-term financial success.”
Other ideas are:
Now that you’ve solved the concern, you can hold the potential client’s attention.
Step 4. Wow: What makes you stand out from other Realtors?
You’re almost finished! Your listener knows who you are, what you do, and how you would solve their issues. Now they need to know what it is that makes you different from other real estate professionals. Why should they choose you? “I’ve helped over 30 families this year alone find peace of mind in knowing their new home purchase is helping to build generational wealth!”
You can also say:
This is your wow factor. It’s what makes people feel like they must use you to buy or sell their next home.
Step 5. Inspire: Give them a way to reach you!
By this point, the person you’re speaking with will either want to talk further or will have someone to refer to you. Give them a way to contact you and set up a future meeting right then and there! Try saying, “I’d be happy to answer any other questions you have. Here’s my card. Let’s set up a time next week to have coffee!”
This step inspires your listener to act and leads them to the natural next steps in working with you.
Remember, your elevator pitch should only take 20-30 seconds, so don’t be afraid to write different versions, time yourself talking, and rehearse until you feel comfortable and not rushed.
(Pro tip: Use the infographic we posted at the top of the article to practice while working on your own pitch.)
Now that you know exactly what to do to for your perfect real estate elevator pitch, it’s time to expand your network! Another great way to do this is by partnering with a Home Loan Specialist here at Churchill. Learn more about what we have to offer our Realtor partners here!
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