There were exactly seven of us working on business presentations and elevator pitches during our meeting. I like to think of this group as a mastermind where the power of the collective is greater than that of each individual. Where operating out of fear becomes the norm… and where progress manifests itself on the physical plane.

This is what happened during that meeting:

The group asks, “Mrs. real estate agent, what do you do for a living?”

Mrs. Realtor replies, “I help clients find and sell their homes using e-PRO®.”

Of course, if you’re not familiar with e-PRO®, you’ll have no idea what you’re talking about. I had no idea. We later learned that it is the only technology certification course offered by the National Association of Realtors®. Help agents thrive in cyberspace by learning about online marketing, Web 2.0, and social media.

I had to interrupt: “How does your e-PRO® certification benefit me, the home buyer or seller?” What I was fishing for was what’s in it for me? How does your knowledge or experience help me sell high or buy low?

Why isn’t this what really matters to your prospects and customers?

I started pressing for more information: “What sets you apart from all the other real estate agents in the region? What sets you apart? What makes you so special that I want to call you my real estate agent?”

Ms. Realtor answered honestly: “We are all more or less the same.”

She was brutally honest. To a fault. But she didn’t think she was in tune with what makes her special or stands out in the market. Because no two people are alike, no two real estate agents are alike, and her inner greatness, that spark that makes her special in everyone’s eyes is what in a sea of ​​monotony.

If you want to see an increase in customers and sales, you need to stand out from all the other real estate agents with a business tagline. The World English Dictionary defines a tagline as “a funny or memorable phrase designed to grab attention in an advertisement.”

That’s brilliant. And that is exactly what Ms. Realtor lacks in her pitches and promotions. The ability to grab attention instantly.

Unfortunately, his time ran out and he had to end the group feedback session. With more time, we could have created something to work with. But that was not so.

We could have dug deeper to find out more about her. Her past, present and future could paint a picture that makes her an irresistible asset when it comes to selling or showing homes. Her personal stories, revelations and experiences can be the magnet that brings prospects to her door.

So let’s dig deeper:

1) Ms. Realtor’s arranged marriage at a young age to an abusive and controlling husband abroad pushed her to seek and win her divorce in a country where women are treated as personal property.

2) Ms. Realtor’s penchant for traveling gives her an advantage when showing homes because she can paint a bigger picture for her clients that most other real estate agents would never be able to see.

3) Ms. Realtor’s forthcoming book on fighting, fighting and winning against all odds is a message to anyone with a pulse.

Once you’ve dug deep, it’s time to formulate your tagline. Create words, phrases, and language that relate to your business. In a dozen words or less, what do you do, why should I care, and why should I do business with you?

Tommy Yan helps entrepreneurs and entrepreneurs make more money through direct response marketing. He publishes the weekly Tommy’s Tease e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at http://www.TommyYan.com.