As a real estate agent, you should be prepared to meet new leads or business connections at any time. An elevator pitch is a short but clear description of your business, including your unique offerings, ideal audience, and the next steps for the listener. Having an elevator pitch makes it easy for you to establish your brand and expertise with new connections and bring them into your marketing funnel. We’ve gathered five steps to create a strong real estate elevator pitch and examples for inspiration.
Real Estate Elevator Pitch Training Deck
Crafting a successful real estate agent elevator pitch is crucial to building a strong business, so you shouldn’t have to do it alone. Your brokerage may offer specific training on how to create one and provide opportunities to practice your pitch in front of other agents before using it to generate leads. If not, watch our video and download our free PowerPoint training. You’ll learn how to organize a successful elevator pitch that showcases your professionalism and generates real estate leads for your business.
Thank you for downloading!
💡 Quick tip:
To convert prospects into clients and generate referrals, real estate agents require CRM software that automates drip lead nurturing and email marketing campaigns with listing advertisements. For robust email tracking, notifications, and marketing automation, check out HubSpot.
1. Gather the Right Information to Share
The first step to creating the best sales pitch for real estate is to carefully select what information to include. A strong realtor elevator pitch should highlight your expertise, demonstrate your value, and leverage the power of your brokerage. Although not every detail will make it into your final pitch, write it all down during the brainstorming phase. This will help you narrow down the best options and create variations for different scenarios.
To gather all the information you may want to include in your real estate agent elevator pitch, consider four primary categories:
Category | Purpose | Questions to Ask |
---|---|---|
Show Off Your Style & Expertise | Injecting your personality and style into your pitch helps express who you are and what you do. Whether your personality is bubbly, shy, talkative, or easy-going, let it shine by conveying how it adds to your overall real estate persona. |
|
Demonstrate Your Value as an Agent | Some people have preconceived notions of real estate agents, so clearly expressing the specific value you add can help them view you accurately. Speak about your unique value proposition and exactly how your client benefits from working with you. |
|
Detail Your Brokerage Connections | Leverage the power of your brokerage or real estate team, especially if you’re a new real estate agent. Mention the extensive resources of your brokerage and how they benefit your services and clients. |
|
Discuss Why You Are a Real Estate Agent | This may not be relevant for all agents, but it can sometimes be the most impactful part of a real estate pitch. Express your passion for your job and why it impacts you and others, separate from the financial benefits. |
|
To help you gather all the right information, download our free list of real estate elevator pitch questions. Print this list and write out your answers to help organize your thoughts.
Thank you for downloading!
💡 Quick tip:
To convert prospects into clients and generate referrals, real estate agents require CRM software that automates drip lead nurturing and email marketing campaigns with listing advertisements. For robust email tracking, notifications, and marketing automation, check out HubSpot.
Pro tip: While answering any of these questions, write down any client success stories that come to mind. Having examples will help you demonstrate how your unique skills have assisted other clients with their real estate transactions. Anecdotes and stories can be added to your pitch or used when potential clients ask further questions based on your elevator pitch.
2. Identify Your Target Audience & Speak to That Audience
A strong real estate agent elevator pitch will clearly appeal to your target audience and will define your ideal clients for others. As you write your pitch, consider the audience you want to reach. Consider what your audience wants to know, and include real estate terms and action items your niche client should know. With the core elements in mind, make sure you can adjust your elevator pitch for different people or events.
For example, if you are attending a networking event with experienced real estate investors, your language will be different than at a seminar for first-time homebuyers. A real estate investment pitch should include terms like net operating income, cash flow, equity, and debt-to-income ratio. Alternatively, first-time home buyers would need basic information in plain language about pre-approvals, appraisals, mortgage contingencies, and how you will support them and help them reach their goals.
3. Organize Your Real Estate Elevator Pitch
Next, based on your answers to the questions above, organize your elevator pitch to create engagement and curiosity and leave room to continue the conversation. You are free to structure your sales pitch however best suits you, and adjust it over time as you learn more about what people respond well to. However, many agents find it easier to create their pitch by following a template or viewing real estate pitch examples. A common real estate elevator pitch formula is from Allan Dib of Successwise:
“You know how [pain point]? Well, I [your solution]. In fact, [proof].”
Example: “You know how many young professionals think they need to save thousands of dollars before they can buy a house? Well, I help young professionals and families buy their first home without large upfront costs. In fact, last month, I helped a family of five close on a home with a large backyard for the kids with no down payment at all.”
An alternative formula could look like this:
- Present the problem: Your opening line should address a specific real estate problem you can solve for the potential client in front of you. The opening line can be formed as a question or statement but should address the issue head-on.
- Introduce your solution: Clearly describe your solution to the problem and what it looks like for your clients.
- How you solve the problem: Describe how you solve the problem for your clients, like technology, client education, or marketing.
- Why you want to solve the problem: Add information about what drives you and why you’re interested in solving the posed problem for your clients. Expressing your personal experiences can build a connection between you and your leads.
- Call to action: Bring the conversation back to the prospect by using a call to action (CTA) so they can voice their concerns, add to the conversation, or ask questions. The goal of the CTA in your elevator pitch is to finalize the connection, capture their contact information, and ultimately get a new lead.
Structure | Example |
---|---|
Identify the Real Estate Problem | “It’s difficult for first-time homebuyers to navigate and purchase in a seller’s market because of bidding wars, the low number of days on the market, and higher-than-normal market prices.” |
How Do You Solve the Problem | “I specialize in working with first-time homebuyers in this situation by educating them on the sales process, having responsive communication, and using database tools to get access to off-market listings.” |
Your Process for Solving the Problem | “Homebuying details cannot be overlooked, so I meet with my clients to review each step of the sales process and answer questions. I will also demonstrate our off-market database to show my clients how we find quality listings that meet their search criteria.” |
Why You Want to Solve the Problem | “As a former teacher, I choose to work with first-time homebuyers to educate them on the homebuying process. It’s important to me to give my clients confidence in their decision-making throughout the transaction.” |
Continue the Discussion | “What are your thoughts about the current market?” |
4. Practice, Practice, Practice
According to the National Association of Realtors (NAR), 67% of buyers and 80% of sellers contacted only one real estate agent before beginning their transaction. When you have the opportunity to give your realtor pitch, you have an incredible opportunity to form connections and generate real estate leads.
With your 30-second real estate pitch constructed, it’s time to practice it until it comes naturally. While it’s important to have the pitch memorized, you also need to remain flexible enough to adapt it on the fly for different audiences. To maximize your confidence, here are a few different methods to practice your pitch:
- Practice saying your real estate elevator pitch in the mirror
- Print it out and keep it with you to re-read and practice it frequently
- Record a video of yourself giving your pitch and watch it back
- Ask friends and family for feedback
Although these actions will feel uncomfortable, being successful in real estate requires you to overcome your weaknesses and push yourself out of your comfort zone. Without practicing and getting feedback, you are more likely to forget or stumble over your pitch during a meeting with a potential client or new network connection.
5. Collect Contact Information
The purpose of having a real estate agent elevator pitch is to grow your business by generating leads, building your network, and ultimately strengthening your real estate brand recognition. However, the pitch alone won’t automatically increase your income or make you an authority in your community. You must use your elevator pitch as a gateway to gathering contact information and building authentic connections.
There are many different ways to easily capture someone’s contact information, both online and in person. Make sure that their information goes directly into your real estate customer relationship manager (CRM) so you can prevent them from falling through the cracks. For example, Market Leader’s CRM allows you to automatically send texts and emails to your leads with personalized messages or listing updates. It also provides a customizable real estate website and a complete marketing suite to create and send direct mail to your leads.
Pro tip: Having real estate marketing materials prepared will make it easy to build connections in any scenario, whether you’re hosting an event as a real estate professional or just running into someone at the grocery store. Make sure you’re prepared by having:
- Real estate business cards
- Real estate website
- Active profiles on the top real estate social networking sites
Real Estate Sales Pitch Examples
With an understanding of the elements that make a successful elevator pitch, it’s wise to view other examples. Check out the following real estate sales pitch examples as you create your own. You can also copy and paste these into a document and reword them to fit your style.
What to Avoid in Your Real Estate Elevator Pitch
There are several elements to avoid in your real estate elevator pitch, like making it too long or wordy. By following our steps and tips and thoroughly practicing your pitch, many of these will naturally be eliminated, but take a moment to review them before moving forward with your pitch:
- Do not start with “I’m a real estate agent”: This may be your first instinct at a networking event, but most people have preconceived notions of agents that will prevent them from hearing the most important pieces of your pitch.
- Don’t talk too fast: When you are nervous or uncomfortable, it is natural to speed through a conversation or speech, but this can deter potential clients from having an understandable discussion. Practicing your elevator pitch on your own and with friends and family will prevent this obstacle.
- Don’t use “um” or “like”: Speak confidently and practice your elevator pitch to avoid any unnecessary mumbling or stumbling.
- Eliminate repetitive or unnecessary information: Although you want to connect your thoughts, review the wording of your pitch so as not to repeat yourself. Don’t waste valuable time by including self-explanatory or irrelevant information.
- Don’t exceed 60 seconds: It’s called an “elevator pitch” because it should be deliverable in about the same time as you’d be on an elevator with the other party, so keep it short and memorable. Say your elevator pitch, have an informative conversation, exchange contact information, and then continue circulating to maximize lead generation opportunities at networking events.
- Don’t use monotone language and movement: People will not only choose you as their agent for your skill but also your personality. Move naturally and show off who you are.
Frequently Asked Questions (FAQs)
To write a compelling real estate elevator pitch, start by gathering the right information about yourself, your business, and your target audience. Build a structure that clearly communicates your brand and expertise. Make sure to conclude your elevator pitch with a question or call to action, and be prepared with easy ways to capture the new lead’s contact information.
A hook in an elevator pitch captures attention by highlighting a pain point of your target audience. It could be, “Are you tired of missing out on ideal houses because of bidding wars?” or “Imagine being able to purchase and move into a new home without depending on contingencies!”
There are multiple versions of elevator pitch formulas from professionals in real estate or sales industries. The bottom line of every formula is that your pitch must include a problem your audience has, your solution, how you help clients solve the problem, and the next steps.
Bottom Line
When real estate agents are asked the question, “What do you do?” having an elevator pitch prepared will help them communicate their business clearly and accurately to build new connections. A well-executed real estate elevator pitch encourages continued conversation and generates leads for your real estate business. Showcasing your skills, interests, and value as a real estate agent will come in handy during casual discussions and networking events.