The Power of an Elevator Speech
The ability to communicate succinctly is one of an agent’s greatest tools. An “elevator speech” is a speech or business pitch intended to last the length of a hypothetical elevator ride: less than a minute. It’s a quick, to-the-point explanation of who you are, what your services are and how and why those services are relevant.
In general, your pitch should be:
Brief.
Keep it to a few typed sentences or the sort of description that can be said in 30 seconds or less.
Well-practiced.
Your elevator pitch should portray you as confident in your abilities. There’s no better way to achieve this than by practicing.
About them/their needs.
Although your pitch is the advertisement of your services, your focus should always be about what your prospect needs or wants. This means that your elevator pitch may be vastly different depending on how you met your prospect and what they need.
Focused on your abilities, not your properties.
The best clients are those who trust you and your expertise. Ideally, you want to communicate to clients that you can help them find or sell a home as a result of your education, experience and unique skills. Unfortunately, far too often agents focus on the extensive inventory of homes they have available or on their own listings that they’re looking to move. Home inventory will come and go, but your unique talents and value proposition to your potential client will remain. Focus on who you are and what you can offer.
A call to action.
An elevator pitch or email means little without a call to action. End by giving them a business card and asking them to get in touch or providing a phone number or email address.
Powerful, practiced and context-aware elevator pitches can be an enormously effective tool in your marketing arsenal!
