How To Perfect Your Real Estate Elevator Pitch (+ Examples!)
Elevator pitches are a vital part of your real estate business - Here are some scripts you can modify for your next conversation!
Elevator pitches are a vital part of nearly every business. Getting your mission, experience, skills, and services out in a quick pitch is a valuable asset to have. It helps to quickly connect with clients and give them the information they need to know if you are a good fit for them.
Knowing how to carry a conversation and motivate your leads to ask questions is an important skill for a real estate agent.
A well-developed elevator pitch can set the stage for these kinds of connections with clients. Part of having the perfect “elevator pitch” is being able to adapt based on who you’re talking to and what you’re trying to achieve. Let’s dive into how to perfect your real estate elevator pitch to start attracting more leads.
A concise and well-scripted elevator pitch can make all the difference. Ideally, your elevator pitch for your real estate business should be 20-30 seconds long. This ensures you keep your lead’s attention while skipping any fluff or unnecessary details.
The verbiage of your pitch should set the tone for the rest of this conversation. If your tone focuses on getting things done, it can help set the tone to take action and continue the conversation toward conversion.
Your real estate elevator pitch should cover your bases to showcase how you are a local expert in the industry. Wording your pitch well will help the leads see that you are the agent they’ve been looking for to buy or sell a property.
If your services as a real estate agent are the “home” in this analogy, your elevator pitch is your “curb appeal”. This is incredibly important, especially for getting would-be clients through the door. Perfecting your real estate elevator pitch in this way will help make your leads want to continue the conversation and follow up with you about your services.
There’s a time and place for everything. Perfecting your real estate elevator pitch helps you to be ready whenever an opportunity presents itself. There’s nothing more debasing than being caught off guard and stumbling over your words when it comes time to pitch your real estate services.
In the past, elevator pitches were primarily used in person when you encountered someone who could potentially be a lead. Now, however, the internet has opened up many opportunities to use your elevator pitch.
Having a well-worded and concise elevator pitch for your real estate services means you can use this in many places on the internet including:
The same concise quickness of a 20-30 second elevator pitch for in-person interactions is equally beneficial online. It’s a few quick sentences for leads to read instead of having to digest a lengthy text that will likely lose interest.
Use your real estate pitch wherever you interact with leads to help encourage them to continue the conversation and follow up with you about your services.
One way to perfect your real estate elevator pitch is by looking at some examples and picking out the things you like and things you don’t. Let’s take a look at a fairly typical elevator pitch that many real estate agents use on platforms like Facebook or NextDoor to connect with leads who are looking to purchase a home:
“Hi! I’m [name], a local realtor, born and raised in [city]. I would love to answer any questions you have and I am available to help with any real estate needs! I have a 5-star rating and am experienced with 1st-time buyers up to million-dollar listings! I go the extra mile for my clients and I think that’s why my clients are good friends beyond just work. Here’s my number, I look forward to hearing from you! Have a fabulous day!”
It’s not a terrible pitch. It covers some information about the agent’s experience and area of expertise as well as their accomplishments. The biggest problem with this pitch is that it is not unique. This means it won’t stand out or encourage leads to continue the conversation and follow up. If another agent can copy/paste your message, change out the name and post it as their own message, it’s not highlighting your unique talents.
“If you want more success, you need to start paying attention to and expand the things that give you the most leverage.” That’s from Allan Dib, author of the 1-Page Marketing Plan. He’s absolutely right. In your marketing, you want to draw out the things that make you the obvious choice.
Whether you focus on your close rate, your years of experience in your local area, your skills with open houses, or whatever else, focus on what makes you the local expert in your area.
Allan Dib wrote the book 1-Page Marketing Plan and it’s a valuable source of information for real estate agents to craft their marketing and business to increase conversion rates and make profitable sales. In his book, Dib references the “hero’s journey”.
This is a popular marketing technique where you take your leads through a problem and eventually arrive at a solution. The key is to make the solution involve using your services: “Good marketing takes the prospect through a journey that covers the problem, the solution, and, finally, the proof,” Dib writes.
We refer to it as the “Hero’s Journey” because it’s your leads, not you, who will be the hero of this process. Generally speaking, when you’re marketing to people, you want to keep the focus on them, not yourself. With that in mind, let’s take another crack at writing that real estate elevator pitch:
“You know how there are so few homes for sale right now? Homebuyers are having a real problem finding a home. What we do is actively promote our buyers’ needs to homeowners in our database who’ve expressed an interest in selling. This works so well, in fact, that we’ve found homes for 25 buyers just this month.”
See how that’s a more personal and interesting pitch that engages your leads? It addresses a common problem, in this case, a lack of inventory. The pitch goes on to explain how your team can solve it, while also displaying local authority with impressive sales numbers. With the pitch falling within the 30-second window, it hits all the marks for a great real estate elevation pitch.
Let’s take a look at another real estate elevator pitch that uses the Hero’s journey technique for some more inspiration for perfecting your pitch:
“A lot of homeowners are afraid they’ll end up homeless when they have to sell their home before buying another. We specialize in working with these homeowners and use strategies that have proven quite successful. In fact, we’ve never had a client end up homeless or stuck in a temporary rental.”
Let’s dissect this and see why it perfectly utilizes the Hero’s Journey marketing technique. It highlights a problem. In this example, the problem is not wanting to sell out of fear of not having a home to move to.
The pitch then proposes a solution: working with a team that understands that fear and has the talent to help you find your next home while you’re in the process of selling.
From these examples, we can see that using this marketing technique makes your elevator pitch much more engaging and unique. These are exactly the characteristics you want to incorporate to help motivate leads to continue the conversation and follow up with you about your real estate services.
So how do you use the Hero’s Journey technique for your elevator pitch?
Once you have a real estate elevator pitch that you are proud of it’s time to use it! Let’s look at some great ways to get your elevator pitch out there to start attracting leads and increasing those conversion rates!
How quickly do you reply to all your inbound leads? Do you respond to them in under five minutes? If not, you really should consider doing it.
This can make all the difference in lead staying hot. Prompt communication shows you value the time and energy of your leads which will help encourage them to see that you are a great fit for their real estate needs. Here are some ways to ensure you consistently have quick, timely responses that make the most out of your elevator pitch:
What good is the perfect real estate elevator pitch if you have no one to send it to? This is why it’s so important to stay on top of collecting and using the contact information for your leads. You can do this by researching clients.
Often people will have their emails or contact information on their social media which you can then in turn add to your CRM. Phone numbers are particularly successful in engaging leads but the truth is that different methods of communication work for different people.
Here’s a list of some communication methods to work on collecting for your leads so you can pitch them your real estate services:
Whichever communication method engages your leads, be sure to continue to nurture the connection to grow the relationship. I recommend setting up an auto-responder that every incoming email address you get falls into. An auto-responder is a string of messages that every incoming lead gets. You should use yours to educate your clients as much as possible. Education helps your clients feel empowered in their decision-making while also building trust that you are the local expert they can turn to should they need real estate services.
It’s important to remember that not every lead you get today will be in the market to buy or sell soon. Building a connection and relationship with them will ensure that when the time comes for them to buy or sell, they’ll know who to turn to. The auto-responder lets you send educational information to them in the meantime and keeps you front of mind in the process.
Lead generation and client conversion are huge factors in the success of a real estate agent. Perfecting your real estate elevator pitch will help attract and foster relationships with leads.
Your pitch should be unique and engaging while highlighting the customer’s perspective and instilling trust in your expertise and abilities in the market. You want to establish yourself as the local expert through your elevator pitch.
To get from attracting leads with your elevator pitch to closing deals, you need to foster the relationships through whichever communication method your lead prefers. Continue to provide educational resources and information to your CRM to keep you as their top choice when it comes time to buy or sell their property.
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