When it comes to real estate agents, you could think of all of them on an elevator in their careers. Some are stuck on the first floor (or even worse, in the basement), while some go to each and every floor, or every few floors, and others zip right to the top.
What makes the difference? The fast risers know how to communicate, especially in an elevator. This is how an elevator speech, or elevator pitch, got its name; it should last no longer than the average elevator ride. Of course, the elevator pitch is really just a way to answer the question: “What do you do?”
It’s about 30 seconds long, and the better it is, the better your bottom line will be. All top producers excel at communicating, especially at communicating what they do. They make it quick, interesting and pertinent. They also know that being face to face with prospects is a prime opportunity to make meaningful connections that could lead to business in the future.
So, how can you polish your elevator speech so that it puts you on the fast track to the top? Here are some tips you can start using today:
- Realize what sets you apart. As far as most consumers are concerned, you’re a commodity, and if “you’ve seen one agent, you’ve seen them all.” That is, they believe that until they’re shown otherwise. The elevator speech is your chance to show them you’re not the run-of-the-mill agent. Figure out what you do that other agents don’t that makes a real difference in the way you handle your real estate business. Make sure your speech couldn’t be used by any other agent.
- Really connect with your audience. I guarantee you’ll see eyes glaze over faster than a falling elevator if you start using jargon and talking about all your designations. The average person doesn’t know a GRE or a CRS from a hole in the ground. So, first, know who it is you’re looking for and then know the key problems they face that you can solve. Then weave the solutions and benefits into your speech in a way that would make them almost foolish to ignore if they were in the market to buy or sell. Don’t think of the speech as a sales pitch, but rather a quick way to illustrate your uniqueness and problem-solving skills. Share what you do in a way that raises curiosity so you can create a referral, or even better, make an appointment.
- Keep it fresh. How are you keeping up on the latest trends in real estate that make you better than the average agent? Are you offering the latest technology that can help sell homes faster? What continues to set you apart from your competition? How can you speak about your record of quality service and make it relevant to the listener’s life today? People’s needs and expectations change, so be able to show you’re changing right along with them to offer the best services.
- Always be ready. As the saying goes, “Chance favors the prepared.” Are you prepared to share your speech at any time? Do you always carry your business cards? If you’re honest with yourself, you’ll remember a time (or even many times) when you were caught off guard and an opportunity slipped by that probably shouldn’t have.
- Practice. Then practice some more. Get in front of the mirror or a fellow agent and practice. Work to perfect your speech so that you’re always able to rise to the occasion … and to rise to the top in your own elevator!
Bob Corcoran is a nationally recognized speaker and author who is founder and president of Corcoran Consulting Inc. (CorcoranCoaching.com, 800-957-8353), an international consulting and coaching company that specializes in performance coaching and the implementation of sound business systems into the residential or commercial broker or agent’s existing practice.