Lynn Hoffmann | Halton Regional Broker | Manager | Wealth Services & Luxury Affiliates | lhoffmann@rmxemail.com | 416-953-1149
When I was tasked with contributing to this month’s newsletter with a blog post, I decided to venture beyond my usual topics and revisit one of my earlier writings to share with you. Over the past two decades in the realm of Real Estate and life in general, I’ve garnered valuable insights. These experiences have not only humbled me but also bestowed upon me a significant responsibility to positively influence others. I’ve come to realize that my past experiences have equipped me with the opportunity to impart knowledge to others, making me a transformational coach rather than a transactional one.
What truly captivates me about my business career is its ability to effect change in the lives of both agents and individuals on a personal level. The constant challenges, fast-paced environment, and daily problem-solving have always kept me engaged. My approach to helping people achieve their goals revolves around authenticity.
Fast forward to 2024, the skills and practices I’ve honed since I first wrote this article in 2012 have evolved in ways I never thought possible for someone with an “introverted” disposition. In the past five years, I have successfully recruited over 300 agents and positively impacted the lives of hundreds more during my real estate career. My superpower, without a doubt, is the ability to move people to action—a skill vital for the sustainability and growth of any business. In essence, recruiting is a form of sales, and whether you embrace the term or not, you are, indeed, in sales. Your primary role is to facilitate transactions, which involves motivating and persuading individuals to act.
Allow me to share with you my 2012 article titled “Present like a Pro: Moving People to Action.” Every time you have the opportunity to engage with individuals contemplating real estate transactions, whether buying or selling, it is imperative to be well-prepared with a compelling presentation and a concise Elevator Pitch. Failing to have these skills and materials readily available can lead to missed opportunities that you may later regret. Conversations and inquiries can arise unexpectedly in various settings, such as the grocery store, coffee shop, daycare, or dog park. There are so many times we are presenting, we just don’t recognize it as presenting. You should be poised to convey who you are, what you do, and why they should trust you with their real estate needs.
There are three distinct types of presentations I would like to discuss:
1. Your Elevator Pitch
2. Your Individual Presentation
3. Your Electronic Presentation
Regardless of the presentation type, the process typically involves three stages: research, creating an outline, and delivering the presentation. The length, content, and method may vary, but the core principles remain consistent.
Let’s start by delving into the Elevator Pitch. Picture this scenario: you are visiting a high-net-worth client in a downtown high-rise building. As you step into the elevator, a gentleman notices your real estate branding and materials. He inquires, “Why should I choose you and your brand for my real estate needs?” In that brief elevator ride, you have a golden opportunity to convey your story effectively. Your response is your Elevator Speech, which must be concise, compelling, and memorable, all within a 30-second timeframe.
To craft an effective Elevator Pitch, you must conduct thorough research on your audience, understand their needs, and determine the level of those needs. Authenticity is key, and your speech should revolve around problem-solving. Back your pitch with facts, statistics, and be sure to rehearse.
To be a successful presenter who connects with your audience, leaves a lasting impact, and motivates them to take action, you must shift your focus from yourself to them. Think of yourself as a skilled listener who guides your audience rather than a lecturer. Remember, your audience’s primary concern is “What’s in it for them?” You must clearly articulate the benefits and address their pain points, as humans tend to gravitate from pain to pleasure.
Your presentation should be structured with a clear outline, featuring three major points that offer tangible benefits to the recipient. Make it interactive by involving your audience and using collaborative language. Utilize data, charts, and other mediums to validate your expertise, all while creating a compelling vision. Emotion plays a significant role in persuasion, so identify their “why” and points of pain, showing them how you can alleviate their concerns.
Incorporating stories into your presentation can enhance understanding and engagement. Frame your presentation around a powerful narrative, ensuring that you convey your major points effectively. Remember that a presentation is not about overwhelming your audience with information but rather guiding them toward a decision.
Avoid making the presentation about yourself, delivering excessive content, or speaking for too long. Always summarize your key points, and present yourself professionally with high-quality marketing materials.
In my experience, less is often more. Vary your energy levels, use vivid language, and prioritize preparation, practice, and rehearsal. In individual presentations, adopt a question-based approach, take notes, mirror your audience’s concerns, identify motivations and objections, and lead them to a logical conclusion. Be positive, assertive, and truthful, and substantiate your position with statistics. Have fun with your energy, passion and always let your enthusiasm shine though.
The shorter the speech the more preparation is needed and you are required to drill down to your core points.
To maximize impact, combine your individual presentation with electronic and digital materials. Incorporate visuals, videos, lifestyle content, and real-life examples to enhance your message. Your presentation is always valued by people and when you meet their emotional needs you will have a greater impact on them.
Remember that goals are crucial for success, serving as dreams with deadlines.
By adhering to these principles and strategies, you can refine your presentation skills, connect effectively with your audience, and, most importantly, move them to action.
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