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How to…
Promote your business in 10 seconds
In an average week, how many times does someone ask what you do for a living? Imagine if you turned every one of your answers into a 10-second commercial for your business. Seize the opportunity to promote your real estate business by devising a one- or two-sentence response that replaces your typical answer: I’m a REALTOR® with XYZ Realty in El Paso.
You want to come up with an answer that offers appealing information about your services presented in a memorable way. But a fine line exists between subtly promoting your business and being a tacky blowhard. The keys to success, say marketing and public-relations professionals, are to keep your answer concise and believable.
Don’t believe the hype
“What makes an ‘elevator speech’ tacky is when it’s too long or too general,” says Meryl Runion, a speaker, author, and communications expert from Colorado. “You can say almost anything if you keep it mercilessly brief. If it’s too general, it sounds like hype.”
Avoid unfounded claims, such as I’m the best real estate agent in Houston. No one will believe that. Instead, Runion suggests using specifics to make your point: I am the most personalized REALTOR® in the Metroplex because my showings are so targeted that I average three showings for each sale.
Preston Kirk, an Austin-based public-relations consultant with 35 years in the communications business, says you should emphasize a strength of your business: My firm’s strength is corporate relocations and long-term office space leasing. “Introduce yourself cordially or respond to ‘what do you do?’ in a non-threatening but informative manner,” he says.
Solve a problem
Ruth Stevens, a marketing consultant and author who teaches at the Columbia Business School, recommends a technique that she relies on herself. “You use the following formula: You know how … ? Well, I ... ,” she says. In the blanks, insert a problem that consumers face and how you solve that problem to benefit them. “It replaces the tired, eye-glazing way of answering the question.”
For example: You know how buying a home can be confusing and intimidating? Well, I specialize in helping first-time homebuyers navigate through the process.
It’s not all about you
After giving your answer but before turning away from your new acquaintance, remember to express interest in the other person’s line of work. “No one cares about you unless you demonstrate that you care about them, their business, and their aspirations,” says Kirk.
When done well, self-promotion isn’t arrogant; it’s good business. It may seem awkward at first, but your reply is a free way to toot your horn. Kirk counsels, “Practice your delivery with a genuine smile and a genuine reciprocation of interest, and you may spark new business.”
Photo © Stockbyte.
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