Here's a short radio interview with Jules Peiri, founder and CEO of The Grommet and business pitch expert:
In a nutshell: Jules Peiri has heard more pitches than any of us. She knows what makes a good one.
She visits Harvard twice a month to hear pitches from MBAs. According to her, 90% of them make the same mistake: Not getting the basic point across quickly or clearly enough.
Most real estate agents are making this same mistake!
Her advice in a nutshell: Find a simple analogy that communicates the essence of your business and, "Use it right up front and repeat it many times."
Selling a home is very much like pitching a business idea.
The key is to effectively communicate:
- What you're offering
- How it is unique and better
- How it benefits your targeted audience (and you need to know your targeted audience!)
While real estate professionals may not be "'pitching" the home to venture capitalists or reality TV show panels, an agent's marketing materials are essentially a pitch.
Your HEADLINE is often the first and best opportunity to get your point across quickly. Whatever you do, DO NOT waste it on the address.
The only exception to this would be an address that itself tells a compelling story, like "1600 Pennsylvania Ave." or "15 Central Park West."
Use your headline to provide as much information to your targeted prospects as you can. For example, how about an amazing home that is "too much" for the neighborhood?
"Central Austin: Sexiest home in town. Priced Accordingly" tells a potential buyer a lot more about the property than, "1105 W. 31st St." doesn't it? It also begins to position the property effectively too. Let's look at what's communicated with this headline:
- "Central Austin" - The location/neighborhood. Obviously key criteria for a prospect. It is not as specific as the address, but it doesn't have to be to be meaningful. Remember, the full address can be provided anywhere in the piece. Don't waste the headline opportunity on it!
- "Sexiest home in town." - This is a real attention getter, and a strong claim to be making. With a headline like this, you know that there will be nothing average or typical about this property. The property is likely to be an over-the-top, "show" home. This statement WILL alienate some folks--those who are not likely to be real buyers of a home like this--and that's actually part of the reason for using it. They are not prospects. You don't want to waste their time or yours. You want to reach the targeted prospects whose lifestyles match the property and will respond positively to this language.
- "Priced Accordingly" - It's the sexiest and it has a price to match. This tells us that this is an expensive home, probably more expensive than most or all of the other homes in the neighborhood. If you like sexy and expensive, this will have your attention for sure. If you don't like sexy and expensive, move along, you are not going to buy this house anyway, regardless of price.
8 words. Look at how much has been communicated. With this simple headline, we have a real sense of the home's "personality" and the personality of the likely buyer!
Remember Pieri's advice?
Find a simple analogy that communicates the essence of your business and, "Use it right up front and repeat it many times."
This headline does exactly that.