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Monday, 14 October 2019
Agent Resource Center

How to Write a Compelling 30-Second Commercial of Yourself

Written by Posted On Monday, 20 August 2018 06:00

Debra Traverso is the author of hundreds of articles and five books, published in eight languages, a speaker, marketing consultant for Fortune 50 companies, the regular lecturer at Harvard University, and Vice President of OneCall.

This is an excerpt from her work we found particularly compelling:

"In this fast-paced competitive world, you have about 30 seconds to: Make a good first impression, trigger curiosity in your listener and stand out from your competition. Whether delivered in person or over the phone, an effective 30-second message can significantly change the direction of your real estate career."

In some situations, you might have only about 15 seconds, so create an abbreviated version too.

The point of this polished commercial is threefold:

1. Let prospects know who you are and what you do

2. Deliver a distinctive message that aids in recall

3. Give prospects a reason to choose you for their business

Number 1 above assumes that you have gone through the exercise of identifying your uniqueness and how you differ from your competition.

Number 2 is simple logic: A generalist message implies just another service, whereas a distinctive message implies a distinctive service—just the impression a service should make. People remember clever, confident, comfortable-in-their-own-skin people.

Number 3 means making prospects feel smart about selecting you for their business. After all, everyone wants to feel smart when they choose a product or service.

Here are just a few selections (out of 40 tips) from a booklet I wrote of the same title as this article. For the sake of space, I’ve only included parts of the entire 30-second messages:

Make a List of What You Must Include in Your Commercial. This will differ depending on your audience, the situation that brings you together, and what you hope to accomplish. For example, in a 30-second commercial, you should include:

• Who you are
•Your company’s name
• The product/service you offer
• The clientele you serve
• How you differ from your competition

Yes, it’s possible to include all this information in 30 seconds. You just have to be clever.*

*Note on the last bullet: Just as you don’t change your name each time you introduce yourself, don’t change your unique positioning, your differentiation. Instead, repeat it again and again. There’s a proven marketing axiom that prospects need to hear a message seven times before they believe or remember it.

To understand the importance of repetition, think of a song or a jingle you hear on the radio. Imagine if it changed every time you heard it. You’d never get to the point where you could remember it, repeat it, rely on it.

Aid in Recall of Your Name. State your full name, then give listeners the name, if different, by which you’d like to be addressed. For example, “My name is Robert Smith, but please call me Bob. “With this simple step, listeners have heard your name (or a variation of it) twice, so recall has been enhanced. If you do not use an abbreviated first name, then repeat the full name again. For example, “Hi, I’m Victor (pause) Victor Dunkin.”

Answer Your Listener’s Unspoken Question. “Why should I do business with you as opposed to your competitors?” For example, as you hand over your business card, say: “I’m sure you’d have a positive experience with any number of REALTORS® in town; however, if you want an agent who will be accessible, then I’m the one. I have a unique find-me-follow-me number that will allow you to reach me anytime you need to. It’s the only number you’ll need.”

State What Makes You Different from Your Competition. For example, “After we’ve found the perfect house for you, I provide you with a unique four-step program to acclimate you to the neighborhood. My program drastically cuts your learning curve in becoming familiar with the community.”

Share Benefits, Not Features. Benefits are what the prospect receives, whereas features are what you offer. If you talk in terms of features, you’re forcing your prospect to do too much work that works being translating how your features will benefit them. Do the work for them because they might not make the effort! Example: Do not say, “I offer A, B, and C.” Instead say, “With A, B and C you will be able to (smoothly transition to how the prospect will benefit.)

If you’re still confused, try this: State a feature you offer, then finish the phrase, “What this means to you is…” That’s the benefit to the customer! (Tip: Remember this terrific six-word phrase; it often comes in handy.)
Appeal to Listeners’ Concerns. For example: “As a REALTOR®, I know first-hand that clients don’t just buy a home, they buy a neighborhood too. So, unlike other REALTORS®, I put together a Community Amenities Reference booklet of the neighborhoods my clients buy into. My goal is to ensure that clients aren’t faced with disappointments after they’ve moved in.” (Go on to give an example, keeping in mind your audience’s demographics, interests, and Fair Housing laws.)

When you think you’re done, test your introductions on friends, family, strangers. Solicit feedback. Ask them which introduction works best. Also, ask what they would still need to know before they would turn to you for help. Sometimes people are too shy to ask for clarification, so solicit it instead.

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Saul Klein

In 1948, doctors told my father that his life aboard submarines on war patrol in the South Pacific and the depth charging he experienced had rendered him sterile. Although controversial and not widely applied, he was treated with an Ayurvedic therapy called “shivambu.” If you are unfamiliar with this term, I recommend you Google it because against all odds, I came to exist.

That was a loony segue into my life but is a fitting precursor to a career that would be just as incredible.

Like my father, I joined the Navy. However, due to a medical inconvenience, I was honorably discharged after 6 years of commissioned service, all on Sea Duty. This was an opportune misfortune that led me down the path to a successful career in real estate. Both my father and grandfather flirted in real estate brokering and flipping part-time, and I followed suit but making a lifelong career out of it.

With over 40 years in real estate, it is impossible to talk about my experiences in this small window. But I can proudly say that I am well-recognized as an industry pioneer, especially in real estate syndication and education, and one of the few luminaries that paved the way for real estate’s transition to the online world.

Some highlights of my life’s work:
● Co-created ePRO, technology certification course that certified 70,000 students
● Created the first online communities for real estate professionals to network, learn, and sell
● Created "Opt Out" Listing Syndication, aggregating over 1.4 Million Listings in 18 months
● Built the #2 National Listing Syndication Service, Point2 Technologies, sold to Yardi in 2010
● Founder of the California Association of Buyer’s Agents
● Member of the first REALTOR.com Team, pre-IPO, responsible for obtaining first 500,000 listings
● Helped Zillow and Trulia build up their MLS data inventory

Today I continue to lead efforts that bring new technologies to the real estate industry. Feel free to reach out and learn more.

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