Crafting a strong elevator pitch as a real estate agent is more important than it has ever been. Everyone knows what a real estate agent does but do they know your unique selling proposition? In Calgary alone, there are over 5,000 real estate agents, so you have your work cut out for you if you want to stand out.
Let's walk through how to develop the perfect elevator pitch as a real estate agent. We live in a world that constantly pulls our attention in every direction imaginable. Although scientists can't agree, some report that the human attention span is only 8 seconds! That is only a few seconds longer than a goldfish. Therefore, you do not have a lot of time to communicate your unique selling proposition.
Here are the rules:
1. Shorter than 20 seconds
2. Do not start by saying you are a REALTOR® or real estate agent.
3. Have energy and enthusiasm.
The elevator pitch we like the most is compliments of Allan Dib and can be found in his book The 1-Page Marketing Plan.
Here is the formula:
You know how X? Well, I Y. In fact, Z. Call to Action
How easy is that?
You know how X - here you are sparking their interest with a pain point while getting them involved.
“You know how hard it can be to sell a home in this market?”
“You know how challenging it can be to navigate the first time home buying process?”
“You know how it's crucial to sell your home with an area specific professional?”
Well, I Y - this is the answer to their pain point.
“Well, I have a proven system to make seller's homes stand out on the market.”
“Well, I simplify the whole home buying process for first time home buyers.”
“Well, I focus on helping exclusively sellers in this neighbourhood.”
In fact, Z - this is the proof.
“In fact, we have successfully helped 15 sellers this year.”
“In fact, I am helping 3 first time home buyers as we speak.”
“In fact, I sold 21 homes in this neighbourhood last year.”
Call to Action - this invites the next step
“If you are interested in learning more, I can send you an example marketing plan.”
“If you know anyone thinking about buying their first house, I would be happy to help out.”
“If you are interested, you can go to my website and have a look at some of the gorgeous homes listed in this area.”
This is the simple yet powerful elevator pitch crafted specifically for the real estate agent. You hit on pain points, find a solution, back it up with facts, then call them to action! You will notice that we do not think it is important to say you are a real estate agent. Reason being, everyone has an image in their head of a "real estate agent". Instead, paint a specific picture of them based on your unique selling proposition and tailor your elevator pitch to your audience.