Real Estate Agent Elevator Pitch: How to Craft and Perfect it

You never know where you’ll find your next client. Sure, you’re connected to friends, family and colleagues, but how do you position yourself and showcase your business when you’re meeting new people?

Whether you’re at a networking event, a friend’s party, dropping the kids at daycare, or chatting at the gym, you can always put your best foot forward. Successful real estate agents have a balanced elevator pitch — rehearsed, yet conversational, factual, yet easily digestible, and well-timed but not pushy.

What’s an elevator pitch?

It’s called an elevator pitch for a reason — you should be able to say it in the time an elevator takes to travel a few floors. That’s about 30 seconds. Make it even shorter if you can.

The two main components of a successful elevator pitch are content and delivery. Content is what you say; delivery is how you say it. A memorable and effective pitch delivers the important information and conveys a feeling of connection.

Consider these tips as you create and rehearse your own.

Add a specific story or example to your pitch 

Instead of just talking about yourself, share a short story about a client you guided through a tricky short sale, a bid you got accepted quickly in a hot market, or another big win you’ve had in the last few years. Pick your best authentic stories. 

Examples: If you’re talking to a potential seller, tell a story about how you negotiated a bidding war in favor of a client. If your audience is looking to buy, talk about your interpersonal skills and tough negotiating tactics. Either way, include anecdotes, details, and specifics. A little story goes a long way.

Keep your pitch short

Keep the story you’ve added, but also keep it brief. People have a lot going on; they want you to get to the point. Show you appreciate that by keeping things to a respectable length. Knowing you’ll be using your pitch in a number of different contexts — for example during conversation at a dinner party or in line at the coffee shop — consider polishing shorter and longer versions. Try honing a 15-second minimalist script, a more detailed 30-second standard, and a full 60-second story for when you have the time and attention. 

Highlight what makes you a unique agent

Don’t hammer people with the same old story. What makes you stand out as a real estate professional? Maybe it’s your negotiating skills, your large network of potential buyers, or your local reputation and stellar sales record. Shine a spotlight on whatever makes you unique and memorable. Make those seconds count.

Your pitch should demonstrate your passion

Enthusiasm is contagious. Demonstrate that you're passionate about real estate, your clients, and your career. If it’s sincere, and you convey that, listeners will sense your authenticity. 

Make it all about them

People don’t want to hear you talk about why you’re so great. They want to know what you can do for them. When you talk about your skills, illustrate how those attributes can help make their real estate buying or selling experience less stressful, more profitable or more efficient. In short, focus on the person.

Use plain, conversational language

Don’t spend these valuable seconds using industry buzzwords and jargon. Craft a message that’s approachable, easy to understand, and will put people at ease.

Make a connection and tailor your delivery

Although you should rehearse and perfect your real estate elevator pitch, make sure you know your audience and that you finesse your message accordingly. A flat, generic pitch doesn’t appeal to anyone. Consider who you’re talking to and tailor your pitch to them. 

Know when to use it

Savvy networkers know a sales pitch when they see it, so be sure to use your elevator pitch only when it’s appropriate. It doesn’t need to be the lead point in your conversation with a new acquaintance. First, spend some time finding mutual interests and common ground. Learn more about their needs. Then work it naturally into the flow of the conversation.

Practice your pitch

An elevator pitch is absolutely a type of public speaking, and most people get at least a little nervous when speaking in public. Think back to a time when you rehearsed school presentations. Write out your pitch and practice in front of the mirror, with coworkers, and in front of willing family members. Conversely, if you’ve given your sales pitch for real estate so many times that you could say it in your sleep, revisit your delivery so that you still sound engaged and passionate.

Don’t forget the important details

This may sound obvious, but it’s easy to get caught up in the moment. Be sure to include important details like your name, your brokerage’s name, your office location, and what you specialize in.

Make a video of your pitch

Practice your pitch on camera. Then play it back and pay attention to your delivery, body language, and approachability. Repeat until you can deliver it comfortably. Once your elevator pitch is ready for prime time, record yourself again and post it where people outside of your sphere would naturally find it. Active on social media? Post it to your profiles. Have a website you usually direct leads to? Add it there as well.

When you focus on delivering a unique message, offering a standout value proposition, and conveying confidence and enthusiasm, your pitch can become a powerful networking and lead-generation tool. Take the extra time to practice, tweak, and pace everything well. You may find you can set yourself apart from less-skilled conversationalists.

Start building your brand on Zillow and Trulia. Once you’ve perfected your pitch and made that video, create a free Zillow agent profile and add them.