Copy Examples

Elevator pitch examples for real estate agents

An elevator pitch fails when it describes the business instead of giving the listener a reason to ask a second question. These end somewhere the other person can pick up.

Ten of them follow, written for real estate agents rather than filled in from a template. Your customer is someone selling the house they raised their children in, and what they are weighing up before they get in touch is an agent who disappears after the listing goes up, and a price pitched to win the listing rather than sell the house.

The one-liner

I am a real estate agent in [your town] — I handle listing and selling and buyer representation for someone selling the house they raised their children in.

Use this when you have one sentence and no idea who you are talking to.

Problem first

The thing people worry about with real estate agents is an agent who disappears after the listing goes up, and a price pitched to win the listing rather than sell the house. That is the part I deal with. I am a real estate agent, and I show you the comparables, not just a number.

Use this where the problem is instantly recognisable and the service is not.

Names who it is for

I work for someone selling the house they raised their children in. Mostly listing and selling and buyer representation. If that is not you, you probably know someone.

Use this at an event where most people are not your customer, to find the ones who are.

Credential first

I am a licensed real estate agent. Licensed, with the local market knowledge that comes from working one area rather than chasing every listing. I mostly do listing and selling and buyer representation.

Use this in a room where qualification is the thing that buys attention.

The contrast

Most real estate agents [what the default does]. I am the one that tells a seller the price they do not want to hear. That is more or less the whole difference.

Use this when your market has a clear default and you are not it.

With a number in it

I am a real estate agent — [number] years, [number] listings, and I show you my days-on-market and sale-to-list numbers.

Use this when you have a real number. Do not invent one.

The origin

I started because an agent who disappears after the listing goes up, and a price pitched to win the listing rather than sell the house was normal in this trade and it did not need to be. So that is the business: a real estate agent where I show you the comparables, not just a number.

Use this when the reason you started is short and true.

Ten seconds

Real estate agent. Listing and selling, mostly. [your town].

Use this when someone asks what you do and is already half-turned away.

Ends with the ask

I am a real estate agent doing listing and selling and buyer representation. If you ever hear someone say [the thing your customers say], that is me.

Use this when the point of the conversation is a referral, not a sale.

The warm version

[their question] — I am a real estate agent. The part people usually ask about is telling a seller the price they do not want to hear.

Use this where the pitch would land badly and a conversation would not.

Writing for real estate agents: what actually matters

What should a real estate agent’s website say that a generic one does not?

Three things, in this order. That you are licensed and local. That you understand the thing people are actually worried about, which for real estate agents is an agent who disappears after the listing goes up, and a price pitched to win the listing rather than sell the house. And what happens next: a valuation that shows you the comparables, not just a number. Everything else on the page is decoration by comparison.

What does someone selling the house they raised their children in check first?

The credential, then the proof. For real estate agents it sounds like this. I show you my days-on-market and sale-to-list numbers. I answer my own phone. I include photography and staging. Put at least one of those above the fold rather than on a separate page nobody opens.

What is the most common mistake on a real estate agent’s website?

Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "I start with a valuation that shows you the comparables, not just a number" answers the one they are actually holding. If you only fix one thing, fix that.

How long should the copy be?

Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining an agent who disappears after the listing goes up, and a price pitched to win the listing rather than sell the house — there, specifics earn their length.

Everything else for real estate agents

Elevator pitch for other trades

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