Humans love stories; it’s been scientifically proven time and time again. But what exactly makes us love them so much? One study found that when we read a powerful story, our brains can’t differentiate between what we’re reading and what’s actually happening. A happy story makes us feel as if the good experience is happening to us.
Marketers in every industry have caught onto this, but few industries are as well suited to storytelling as real estate. Buying property is extremely emotional, and a successful sale depends largely on the buyer’s ability to envision themselves living in their new home. Of course, the facts are important: potential buyers want to know how many bedrooms there are and how big the backyard is. But oftentimes, the deciding factor is whether the buyer can imagine their kids sleeping in the bedrooms or picture the parties they’ll host on the deck.
Social media in particular is a great way for agents to share stories about the properties they have and help potential clients picture themselves living in them. If you’re looking for fresh content for your social media pages, here are four quick ways to incorporate storytelling:
- Interview happy clients. Nothing is more reassuring to a potential buyer than past success, and satisfied clients are a great source of social media content. When a buyer is over-the-moon about their new property, ask if they’ll give you a testimonial and talk about their experience. Video is a great medium for interviews, but written content paired with a picture or two works as well.
- Adapt stories for every platform. A story can be repurposed and told anywhere, but the way you tell it is going to look different. A micro-story told in 140 characters on Twitter has to be translated into a photo or video for Instagram. Even though the format is different, the same storytelling principles apply: keep it simple, incorporate relatable characters and have a beginning, middle and end.
- Tell the story of the neighborhood. Share some local history, point out the neighborhood quirks and talk about the kinds of characters who live there. Ask locals why they like living in the area and share their responses. Go beyond telling the facts and help potential buyers picture themselves in the neighborhood.
- Share your own story. Give buyers your personal impression of the property and the neighborhood (and be honest). Be open about the history of your career as an agent and tell potential buyers how the property fits into your story—maybe it has the best kitchen you’ve ever seen, or the last buyers you worked with love the neighborhood. Clients trust agents who are transparent.