Think of your favourite book, movie or television show — more specifically, recall the transformation of your favourite character. How did their worldview or purpose change throughout the story? How did that transformation impact you?
The draw of storytelling is embedded deep within us. It’s a fundamental part of human nature. For centuries, we’ve been making sense of the world around us through stories. They stir our emotions, change our minds and encourage action.
The stories we tell have the power to change the world — and so does yours.
Marketing as an art is about making change happen
Today, agents and brokers seeing success in their online marketing efforts rely heavily on storytelling to inspire change. They leverage the power of stories to help people feel connected and empowered to take action (like working with you).
A well-told brand story is the key to creating a sense of authenticity and trust. By explaining your values and experiences, you’re able to spark a deeper connection with current and future clients, helping them see how working with you will impact their lives.
As we often say, “It’s not about what you do; it’s how you make people feel”
Because you’re not just selling a product or service. You’re selling a transformation; an experience; a better way.
Three reasons why storytelling is key to successful marketing
1. It creates real, emotional connections with your dream clients (the kind that last).
People are more likely to work with you when they like, know and trust you. But how can your clients truly get to know you until you start sharing the stories that pull back the curtain on who you are and why you do what you do?
When you tell a compelling story, you create an emotional connection with your audience that goes beyond the buying or selling experience. By tapping into their emotions, you build a sense of loyalty and trust that will keep them coming back for more and have them singing your praises to friends.
If you’re having a hard time tapping into that emotion, remember that you do more than sell houses. You help families find the backdrop to their favourite future memories. You make what feels like the “impossible” possible for first-time buyers. You support your clients through some of life’s biggest transitions.
2. It differentiates your brand by conveying meaning and purpose.
As the author Simon Sinek says, “People don’t buy what you do; they buy why you do it.” In a saturated industry like real estate, storytelling is an imperative tool in showcasing your key differentiator and targeting the right audience.
By speaking to your values and beliefs, you can create a sense of purpose that resonates with your clients and gives your business a greater meaning. Plus, this will help you quickly establish rapport with your dream clients, streamlining your marketing efforts and sparking conversations with those who are a perfect fit.
3. It shows, rather than tells, your clients how you’ll change their lives.
As a realtor or broker, you’re not just selling homes. You’re selling a lifestyle; a dream; a new chapter in someone’s life. The key is clearly understanding what that transformation looks and feels like.
The good news is, you’re already there because you probably went through it yourself. Why else would you feel so passionate about sharing it with others?
This is why storytelling is so impactful. By sharing your story of how you got from <a> to <b>, you’re showing (rather than telling) your future clients and customers what you can do for them.
We hope this inspires you to take a look at your current marketing and reflect on how you can share more stories that help your audience get to know you and your purpose.
If you’re looking for concrete examples or prompts to help you leverage storytelling in your business, stay tuned for our next post!
Web of Words is an award-winning creative marketing agency passionate about helping entrepreneurs use their voices, share their stories and grow their businesses. Specializing in copywriting, web design, branding and social media marketing, they’ve helped hundreds of small businesses expand their impact online and off. Find out more at webofwords.ca.