Companion worksheet

Your elevator pitch, in three parts

Fill this in from the top. The last box only works if the ones above it are done, and people who skip to the bottom write a pitch about themselves and do not notice.

Problem. Solution. Result.

Everything you type is saved in this browser as you go. It is not sent anywhere, and there is nothing to sign up for.

First, pick one client. Just one.

Not "buyers and sellers." One kind of person you want more of. A pitch aimed at everybody lands on nobody.

My one client is

Part one

The problem

Three layers. This is where almost every pitch in America dies.

External the obvious obstacle Internal how that makes them feel. This is the fuel, and almost nobody says it out loud. The villain a thing, not a person. Give the problem a face.

Now write the problem as one sentence

Put the external and the feeling in the same breath. This is the half people skip.

Part two

The solution

This is the shortest part, and everybody makes it the longest.

Not your services. Not your years, designations, marketing plan or proven system. Those are features, and features go in a listing presentation. Your solution is what you actually do about their problem, said the way you would say it to a friend.

What you do about it

The test. Could a normal person repeat that to their spouse tonight, without a brochure in front of them?

Yes, they could

If it takes more than one clause, you are describing your business instead of solving their problem. Cut it.

Part three

The result

Two ways this goes wrong.

Wrong way one, bragging. "I'm a top 1% producer." That is a stat about you, not a result.

Wrong way two, thinking you do not have one yet. You do. The result is not your number, it is what happens to them. "You end up somewhere you can actually afford" has no production stat in it anywhere. It works on your fourth deal exactly as well as it works on your four hundredth. If you have done this once and it went well for the person, you have a result.

What happens to them, concretely There is no number about me in that sentence It is concrete, not a greeting card. "Find your dream home" does not count.

Now put it together

Two sentences. Lead with their problem. Never with your name.

0 words.

The four tests

Read it out loud before you tick any of these. Out loud, not in your head.

The name test. It starts with their problem, not my name or my title. The category test. A thousand other agents could not say this exact sentence. The breath test. I can say the whole thing without a comma pileup. The clever test. I do not have to explain any part of it.

Where it goes this week

Instagram bio The first line of your listing presentation Email signature The voicemail you leave The next person who asks what you do

Get so tired of saying it that you are a little embarrassed by it. That is roughly when other people start repeating it back to you.

If you run a team: do this in a room together. Everybody writes their own, everybody reads it out loud. You will find out in ten minutes which of your people can explain what they do for a living.

Send me yours

Once you have the sentence, email it to me at dj@kalerealty.com and I will tell you what I would cut.

Keep it to the one sentence and I will get back to you faster. Paste it in the body, not an attachment.

There is nothing behind this. No list, no drip, no follow-up sequence. If you never email me and you just go fix the sentence, this worked.

D.J. Paris
Kale Realty