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Elevating your Agent Elevator Pitch
Dated: June 25 2021
An elevator pitch is a brief and effective description of you, your service, or your company that addresses and issue and the unique way that you can fix it. An elevator pitch differentiates you from your competitors while giving whoever you are giving the pitch to a better idea as to who you are as a person.
Having a prepared (but easily changeable) elevator pitch is what separates every person you meet from strangers to potential clients. Having the confidence to strike up a conversation allows you to get your foot in the door and start to sell/market yourself.
Whether you are in line at the grocery store, on the sidelines of a sporting event, or in an actual elevator, knowing how to quickly describe who you are and what you do to anybody is going to be a great tool to have in your kit.
You are not only selling yourself to people that already know that they want to buy or sell a home, but to those who maybe just did, or those that want to in a few years, or ones that do not even know if it is an option for them. Getting someone to take your business card or getting someone to give you their contact information is a win.
Think of it this way, the person that you are talking to in line just bought some property, so they are not looking to sell anytime soon. But they did not have a great experience with their last real estate agent. So, when it does come time that they want to sell, they will ideally give you a call.
Or you are talking to a first-time buyer in the elevator. They want to own a home but have no idea where to even begin! Lucky for them, because of your elevator pitch, they feel like they can trust you and decide to take your business card. Maybe they bring it up to their friends that night, their friend is looking to sell and your initial lead in the elevator now just got you another one! It is like a game of telephone, but you need to be the initial call.
What should your elevator pitch look like?
There are a couple of “floors” that you need pass in your elevator pitch: Who you are, what you do, and how you uniquely solve a problem that needs to be fixed.
For example: “I’m a real-estate agent in the Twin Cities are. I have noticed that a lot of first-time homebuyers do not know what the first step is in the home-buying process. Or they do not know that owning a home is an option for them! When I work with first time homebuyers, I make sure to educate them on the process and ensure that they understand each step while also trying to find their dream home for a fair price”.
Another route to take is to talk specifically about the market, and how you as an agent combat the difficulties within it.
“It’s currently a seller’s market, which mean’s that houses are selling for a lot more money and are staying on the market for a shorter period of time. This can be hard for buyers. As an agent, I not only find potential listings for my clients, but I do so in an efficient manner. I try to send my clients “X amount” of properties a week”.
It does not help you to be vague in this situation. Saying things like “I go above and beyond for my clients” is a nice sentiment but it does not really mean anything. First of all, anybody could say that it’s not special to you. Also, you are not giving any specific information as to “how” you go above and beyond.
Another tip is to set a goal for yourself that shows that you are constantly trying to improve at what you do. It also does not hurt to tell them how long you have been in the business.
“I think it’s important for people in their lower 20s to be considered as potential leads when looking to buy a house. I have been an agent for 15 years and it is rare to see a buyer of that age. Within the next year I want to be a part of “X amount” of transactions of first-time homebuyers”.
Lastly, make it personal. Your clients need to be able to trust you and your knowledge. Stay consistent on the contact and make yourself approachable. It is okay to educate people on a topic that you are well-versed in, but do not talk down to anyone as this is an easy way to deter people from giving you a call back.
It does not end there though. Hopefully, this will lead into a conversation where your elevator partner can tell you if they are looking to buy, sell, keep up to date with the market, or if they know anyone who needs an agent. Remember: Even if they do not need you right now, they might need you in the future. If possible, treat every potential lead as a top priority.
Find out what they do as well and what they are like. Use what you know about them to gauge where they are at in the home search process. Maybe they say that they are not looking to move. But they say that their family is growing! Put that in your notes after you take their contact information. They may be looking to expand in a couple of years.
The elevator pitch is a crucial part of any job. Being able to talk to anyone but who you are and what you do is a key skill to have and will benefit you in the long run. It may feel like not many leads are coming from the random people in line at the grocery store. But all you need is one person to say, “I am actually thinking of selling my house!”
Keep it brief – Your pitch should only be about 30 seconds long.
Talk about what you know – Bring in some past experiences or knowledge that you have acquired. Now is not the time to be vague or for cliches. Show what makes you different.
Make it personal – Make it a conversation. It should flow naturally. Bring what you know about who you are speaking to into the conversation.
Keep Going – It may feel like you are just talking to people who have no need for an agent. That is okay! Practicing your elevator pitch will make you more comfortable. You will be able to adapt it into what feels the most organic for you. Remember, all you need is for one person to take your business card!