By Richard Dolan
Screenwriters, musicians, inventors and real estate investment business owners search every day for a window of opportunity to capture the attention of a potential investor, buyer, or partner. They know they have all of about thirty seconds to make a first impression, state a case, peak an interest and gain permission to discuss, explore or review.
Inside the world of your real estate investment business, first consider when you present your opportunity, the prospect is not listening so much to the words you are speaking as they are listening to how you are saying them. They are listening for what Ive come to learn are The Three Cs. The Three Cs indicate the quality of your character and speak to the power and pedigree of your real estate investment business owners conviction, confidence and clarity.
The only way to find, open, and be invited through doors of opportunity is to design, develop, and deliver a series of pocket pitches about your real estate investment product or service infused with the Three Cs.
A Pocket Pitch is an informal, off the cuff, general commercial of who you are, what problem you solve, and why it might matter to the listener. Its generally thirty to ninety seconds long. Not to be confused with a PowerPoint or Keynote slide deck, which is a formal verbal and visual presentation lasting fifteen to forty-five minutes. Pocket pitches represent your linguistic signature, your business, and your offer. Delivered often enough, and in a special enough way, it can produce a sonic signature, your special calling card, or known more widely as a jingle or catch phrase.
A Pocket Pitch is about being brief, but bold. Speak your mind, have an opinion and take a stand for something. For example Im not confident in the governments ability to financially be there for me when I need it to be and thats why I build and grow financial plans for investors through real estate Be realistic, not hopeful. Share stats, insights and industry expert opinions on your perspective. Base your pitch on facts, not fantasy. Dont memorize, but be scripted. Recognize you are not a professional comedian or trained actor built to improvise. Be prepared by memorizing a series of statements and stories to accompany your pitch for a consistent outcome and understanding of what it is you do.
There are Seven Steps to producing the perfect pocket pitch for yourself and your real estate investment business:
The Perfect Pocket Pitch isnt about having your real estate investment business, product or service all figured out, the business plan completed, or glossy copies of the executive summary ready for distribution. Its about being clear on the problem you solve, the unique value you create, the opportunity youve harnessed, the revenues available for all, the proof youve done it (or done it in partnership with others), and that now is the time to act.
Practice your pocket pitch with clarity, confidence and conviction. Be in the position to tell your prospective buyer, investor, or partner to act now and procrastinate later.
Richard Dolan is the President of REIN and the resident expert on Performance for real estate investors and professionals. Addicted to producing results, Richard is an expert on raising funds, building brand and strategy with one aim: to produce competitive immunity. Reach Richard at Richard@reincanada.com.