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.
- 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.
- 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 . . . .”
- Convey something unique and memorable by coming up with a way to describe yourself that differentiates you and the service you offer.
- 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.
- Don’t use industry slang. Talk to them in a language they understand.
- Make sure you give them something to remember as a take-away when you are finished.
- 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.
- 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.
- A brief pitch will keep them from thinking “I am sorry I asked.”
- 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.
- Take a breath, put a relaxed smile on your face and welcome any questions that may arise from your listener.
- Fight the urge to get back into another pitch.
- 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.