Sell Yourself: The Real Estate Elevator Pitch Template Every Agent Needs

When you’re chatting with new connections — people you’ve just met who, you never know, could become your next client — the topic of profession is bound to come up.

“What do you do for a living?”

“What field are you in?”

“What’s your profession?”

It’s a simple question, one we’re so accustomed to answering that we usually offer a response without thinking much about it.

“I’m a real estate agent.”

“I’m a REALTOR®.”

“I work in real estate.”

These responses are fine. To the point. They answer the question. But they don’t sell. That is, they don’t promote you. They don’t hook the other person into wanting to know more. If you want to turn connections into clients, the hook is key.

That’s why real estate agents need a real estate elevator pitch.

A real estate elevator pitch is a succinct and compelling summary of who you are and what you offer. It’s expertly crafted to deliver key selling points in an engaging, short-and-sweet way.

It’s different from a real estate bio or “About Me” page. A strong elevator pitch will pique the interest of the listener without boring them (it’s named for the short time an elevator ride takes — a pitch shouldn’t take any longer than that).

So, what does a strong real estate elevator pitch look like? That’s what we’re delving into today. Keep reading for a real estate elevator pitch template that will make crafting your pitch as easy as 1-2-3.

What Does a Good Real Estate Elevator Pitch Look Like?

A good elevator pitch is…

• • • Short. About 20-30 seconds in length.

• • • Engaging and easy to follow. No jargon, no confusing analogies, no obscure references.

• • • Designed around a problem and solution. It should clearly illustrate a particular, well-understood problem and explain how you and your services provide a solution.

• • • Convincing. A claim needs proof to back it up. A real estate elevator pitch needs convincing evidence or examples.

• • • Rehearsed but natural. You need to be able to rhyme off your elevator pitch in your sleep. That means rehearsing it over and over and over again, until you know it better than the national anthem. But it needs to sound natural and unrehearsed every time you deliver it. Sounding naturally confident is key.

The Real Estate Elevator Pitch Template

The formula for our favourite kind of real estate elevator pitch goes like this:

• • • State the problem. What kind of particular real estate challenge do you solve? Start there.

• • • Contextualize the problem. Now you want to frame the problem in such a way that your audience understands exactly what you mean and nods along empathetically. You’re explaining a little further about why the problem truly is a problem.

• • • Introduce your solution. Time to bring it back to you. How do you specifically and uniquely solve the problem?

• • • Back it up. Anyone can claim to solve the problem. Give your audience proof that you’re actually doing it.

• • • Offer them a chance to bite. If you end your pitch at the previous step, the conversation might end there, too. You need to keep the conversation going by giving them a way to bite. It could be a prompt or an invitation.

That’s it!

Ready to see it in action? Here’s a real estate elevator pitch for an agent who specializes in helping young families find their homes.

You know how hard it can be for families with young kids or expectant families to find the right home? There are so many factors to consider — proximity to good schools, safety, community, outdoor space, traffic, and so on and so on. It can be incredibly overwhelming. I specialize in helping young families find their perfect family home. I’ve developed a system that simplifies the process for these specific buyers. I actually just helped two families close purchases on their forever homes last week. I also just finished putting together a report about the best family neighbourhoods in Toronto for 2021; here, the link is on my card, in case you know anyone who might find it interesting.

And here’s that same pitch, broken down by step, so you can see exactly how it comes together.

State the problem: You know how hard it can be for families with young kids or expectant families to find the right home? 

Contextualize the problem: There are so many factors to consider — proximity to good schools, safety, community, outdoor space, traffic, and so on and so on. It can be incredibly overwhelming.

 Introduce your solution: I specialize in helping young families find their perfect family home. I’ve developed a system that simplifies the process for these specific buyers.

Back it up: I actually just helped two families close purchases on their forever homes last week.

Offer them a chance to bite: I also just finished putting together a report about the best family neighbourhoods in Toronto for 2021; here, the link is on my card, in case you know anyone who might find it interesting.

Now you’re ready to write your own!

What do you say when someone asks you what you do for a living?