2015 Agent Branding – Your Mission Statement, Value Proposition & Elevator Pitch
Consumers and clients alike are unlikely to select an agent they feel lack the competence to represent them. This is why it’s so important for you as an agent to proactively answer the question, “why should I do business with you?” by explaining what makes you different than every other agent.
The 3 most important tools that should be used to define you, and answer each of the questions above are your:
- Mission Statement
- Value Proposition
- Elevator Pitch
If you can’t instantly answer all three questions above without a second thought, you have a long ways to go before you’ll reach your potential. Unfortunately, most agents, and even small business owners struggle with an answer when they’re asked by their clients how they’re different.
Under the Metamorphosis “Trusted Real Estate Advisor” approach of holding yourself to a much higher real estate industry standard, you can easily distinguish yourself as being the “go-to person” for all of your client’s real estate needs. Understanding how to present your Mission Statement, Value Proposition and Elevator Pitch is critical to being able to show clients why they should do business with you, and only you. How do you accomplish this monumental task? Memorize the statements below and share them with every new prospect.
Mission Statement – Defines the larger purpose of your business or reason for its existence
“My job is to provide the highest level of service to my real estate clients by first having a deep understanding of my client’s needs, then analyzing and interpreting real estate market trends, and finally, by applying my knowledge of market data to the specific needs of each of my clients.”
Value Proposition – Promise of value you will deliver to your clients “What makes me different?”
“By having the most comprehensive understanding of market conditions and by presenting my client’s properties in the best possible light through the most professional photography and compelling ad copy, I’m able to achieve the highest possible success rate securing the best possible price for my clients, in the least amount of time, with little or no stress experienced by my clients.”
Elevator Pitch – A short summary used to define your profession
“I have a deep understanding of market trends based on the extensive analysis of real estate market conditions. I use this knowledge to provide my clients with the best information so they can make the most informed decisions with respect to their real estate holdings. In other words, I help my clients protect their real estate assets so they can sleep at night.”