to realize you believe in the value of real estate. Even if they don’t agree with you, they’re going to recognize that you’re a great Realtor®, that you’re very passionate about real estate, and that you can probably do a darned good job at helping them buy or sell a house.
WHAT TO AVOID
There are a couple of mistakes to avoid. You don’t want your speech to be too “pitchy.” Turning your speech into a transparent pitch for new business will only turn off your audience and guarantee that you’re never invited back. The goal of the speech should be to provide value and get people to know you as an expert in your marketplace. Devote 95 percent of your speech to providing valuable content. Then at the end, you can say, “You know what? If you want to contact me for any real estate questions, here’s my phone number, here’s my email address, here’s my website. I’ll be happy to answer any of your questions about real estate.” Just add a one-minute elevator speech at the very end of your presentation to talk about why you’re different from — or better than — your competitors. Something along the lines of, “My name is John, and I’m amazing at selling homes in the tri-county area.” or whatever it is. Just tell them a little bit about what you do and why you’re so good at it — you specialize in the local market or in certain kinds of homes found in the neighborhood. This might be a great place to insert your niche, as we discussed in Chapter 9. Just keep it short and then move along. Remember, you’re not here to wham ’em over the head and close an immediate sale. Just show them, through your presentation, that you’re knowledgeable, likable, approachable, and that they’d benefit by working with you.
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