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Your Real Estate Pitch, Be Prepared

real-estate-pitch-graphicWhen meeting new people we are often asked, “So what do you do?” BOOM! Now is the chance for us to make an impression. We are at bat and it is time to hit the ball out of the park.

All the marketing in the world does not compare to this FREE opportunity. Not everyone will become our buyer or seller, or even refer us someone who will. But with the right swing, the least that will happen is that we’ll make a great impression and help build our brand.

Some of the best advice I have seen for crafting a pitch comes from Michael Varma, author of “Tasteful Toasts,” who tells us the three steps to deliver an excellent toast are: Be bold. Be brief. Be done.

These three elements are also key to giving the perfect real estate pitch.

BE BOLD – Now is the time to be bold and confident about who we are and what we do. Not cocky, but sure of ourselves. We need to adjust our delivery depending upon how many people we are addressing, i.e. an individual or a group. Our pitch should be key points right out of our business plan.

  1. Consider making your opening line something more than a rote response, consider something like, “I am surprised we have never met. I have helped hundreds of people buy and sell properties.” Then smile about your soft joke and give your pitch.
  2. Another opening line could be to use a yes/no question such as “Have you ever purchased or sold a home?” Then follow with your pitch accordingly, “I am the person that looks after your best interests and helps make sure everything is handled correctly and smoothly. I am a real estate broker and local expert . . . .”
  3. Convey something unique and memorable by coming up with a way to describe yourself that differentiates you and the service you offer.
  4. Remember that body language can be 40% of your conversation. Look people in their eyes and stand up straight. Don’t fidget; leave elaborate movement with your arms and legs for the dance floor.
  5. Don’t use industry slang. Talk to them in a language they understand.
  6. Make sure you give them something to remember as a take-away when you are finished.
  7. Wrap up with an open-ended question. This will give them a chance to respond and hopefully ask questions about your business.

BE BRIEF – Remember, less is usually more. Short and powerful statements often lead to conversation and questions. Long-winded answers cause listeners to change the topic.

  1. Keep your pitch only 20 to 30 seconds long. Some circumstances such as a chance meeting of someone who is thinking of buying or selling may lend themselves to a one-minute pitch, so have a longer version, too. Be careful, though. Leave them wanting more and set up an appointment.
  2. A brief pitch will keep them from thinking “I am sorry I asked.”
  3. Remember the “two ears and one mouth” rule: Listen twice as much as you talk.

BE DONE – By being bold and brief, we set the stage for being done.

  1. Take a breath, put a relaxed smile on your face and welcome any questions that may arise from your listener.
  2. Fight the urge to get back into another pitch.
  3. Answer questions that facilitate a two-way exchange. Do not monopolize the conversation.

Perfecting our pitch takes time, but it is well worth the effort. With practice, we will be able to deliver it naturally, and it will be apparent to whomever we meet that they are talking to a real estate professional who can help them.

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Marketing For Your Brand

marketing-graphicAs independent real estate professionals, we always need to focus on putting our best foot forward.

Marketing for results and building our brand are essential aspects of our business. Marketing should match our business plan, especially our target clientele. By creating professional marketing pieces that are appropriate for our brand, we are creating magnets that help build our client base.

Our materials need to be professional, have simplicity, be appropriate and consistent.

  • PROFESSIONAL – Use layouts that have a professional, clean look. Consider purchasing or developing professional templates into which you can plug your information easily and get the look you desire. Using templates will also prevent forgetting to include the who, what, where and when on pieces that require them.
  • SIMPLICITY – Simplicity in style and content keeps your reader/viewer’s focus. Avoid using too many colors, multiple font styles and inserting too many elements. Keeping things simple will help potential clients be clear about who you are, the name of your company and what you want them to know.
  • APPROPRIATE – Make sure the look and feel of your materials are representative of the clientele you are seeking. For example, the luxury market requires sophisticated materials, whereas first-time buyers and sellers may appreciate greater explanation of the process featuring how-to steps. If you are marketing yourself as a local expert, your materials should be representative of your local community, such as coastal, mountain, metro or small town. The types of fonts and colors you select will all become part of your message.
  • CONSISTENT – Make sure all your materials have the look and feel you have chosen, from your business cards to printed ads, internet marketing and your website. Branding can be subtle. The consistency of your materials will impart a feeling to your clients. They may not know exactly why they think of you in a certain way, but they will.

Once you develop your materials, you will no longer have to reinvent the wheel each time you get a new listing or develop a new marketing piece. It will be easy to plug and play. And it will be simple to improve your templates from time to time to keep them fresh.

Spending the time to develop your marketing materials professionally will help you build your brand, while also giving you confidence in your business.