Pitch Script
The 90-Second
Pitch.
Structured for social video. Built to close.
90 seconds
Institutional Clients
Social Video Ready
Beat-by-Beat Breakdown
01
0–10s
Hook
The Question That Stops The Scroll
"How do you handle pet policy in your buildings?"
Direct to camera. No intro. No name, no title. The question IS the hook — let it land in silence for 1–2 seconds before continuing. Works as a reel opener or cold DM video.
02
10–30s
Pain
The Problem They Haven't Named
"Because right now, most property operators are sitting on a problem they can't fully see. 60% of resident pets are never registered. ESA requests land on whoever picks up the phone. Pet rent gets waived because nobody's tracking it. And the whole thing runs on a PDF that residents learn to ignore."
Slow down on "60%." Let the number breathe. Slightly lean forward on "can't fully see" — that phrase is doing heavy lifting. Cut to a simple text overlay: "60% of pets — unreported."
03
30–50s
Reveal
The $16 Billion Reframe
"There's $16 billion in uncaptured pet revenue sitting in US rental housing right now. Not future revenue. Not potential. Current leakage. Money that's owed — just not collected."
$16B
Uncaptured pet revenue in US rental housing
$54K
Annual NOI lift per 200-unit building
$1M+
Asset value added per property at 5-cap
Hit "$16 billion" with a hard pause. Then: "Not future revenue. Not potential." — delivered flat, almost clinical. This is where institutional viewers lean in.
04
50–75s
Solution
PawFred: The Operating System
"PawFred is the operating system for pet-friendly properties. Properties activate it. Residents register their animals — and in exchange, they get free smart NFC tags, emergency vet SOS, lost pet recovery. The compliance runs automatically. The revenue collects itself. And the cost to the property? Zero."
"The cost to the property? Zero." — slow this down, almost whispered. It's the most surprising sentence in the pitch. For video: cut to the NFC tag product shot here. Then back to face for the close.
05
75–90s
Close
The CTA That Creates Urgency
"We're activating a select group of properties right now. If you manage or invest in multifamily — this is the conversation to have before your competitors do. Link in bio."
"Before your competitors do" — eye contact, slight pause before "link in bio." Never say "DM me" on a first impression to institutional clients. "Link in bio" signals you have a process. For LinkedIn: replace with "I'll leave a link in the first comment."
Full Script — Clean Read
PawFred · 90-Second Pitch
Read as written
"How do you handle pet policy in your buildings?" pause
"Because right now, most property operators are sitting on a problem they can't fully see. 60% of resident pets are never registered. ESA requests land on whoever picks up the phone. Pet rent gets waived because nobody's tracking it. And the whole thing runs on a PDF that residents learn to ignore."
"There's $16 billion in uncaptured pet revenue sitting in US rental housing right now. Not future revenue. Not potential. Current leakage. pause Money that's owed — just not collected."
"PawFred is the operating system for pet-friendly properties. Properties activate it. Residents register their animals — and in exchange, they get free smart NFC tags, emergency vet SOS, lost pet recovery. The compliance runs automatically. The revenue collects itself. And the cost to the property? Zero."
"We're activating a select group of properties right now. If you manage or invest in multifamily — this is the conversation to have before your competitors do. Link in bio."
Production Guide
Format
Video specs
  • 9:16 vertical for Reels, TikTok, YouTube Shorts
  • 1:1 square for LinkedIn feed
  • 16:9 landscape for YouTube / website embed
  • 90 seconds max — aim for 85 to leave breathing room
  • Captions on — 85% of institutional viewers watch muted
Delivery
On-camera tone
  • Calm and certain — not excited, not salesy
  • Speak to one person, not an audience
  • No suit required — smart casual signals operator peer
  • Eye contact into lens on every key number
  • Pause after "$16 billion" — at least 1.5 seconds
Text Overlays
On-screen moments
  • "60% of pets — unreported" — Beat 2
  • "$16,000,000,000" counting up — Beat 3
  • "$54K NOI lift / property" — Beat 3
  • "Cost to property: $0" — Beat 4
  • Use PawFred brand blue on dark background
Platform Tweaks
Adapt by channel
  • LinkedIn: "link in first comment" not "link in bio"
  • Instagram: hook in first 3 seconds — cut straight to "60%"
  • Cold outreach DM: use Beats 1–3 only (45 seconds)
  • Conference / event: add property name to Beat 5 as social proof
Hook Variations — A/B Test These
Swap the opening line to test what performs best