Real Storytelling for the Real Estate Ecosystem
Real Estate is Ready for Storytelling.
If you’ve kept your ear to the ground on the hot debate of “Miami vs Austin” over the last couple of months, no doubt that you’re seeing the San Francisco exodus unfold. Startups, VCs, and everyone in between are eyeing Texas and Florida in lieu of cheaper taxes and lower housing costs for companies.
It’s a story that’s quickly gaining commentary from the likes of the Mayor of Miami, Francis Suarez and Capital Factory’s CEO and Founder, Joshua Baer. You’ll even see founders of sleep technology companies riding the coattails of the conversation by offering product promotions if you pick their city.
What does this have to do with storytelling? Let’s flip this story and look at the marketing opportunities that are exploding for the real estate industry. Amid COVID-19, the #wfh life is giving buyers more freedom to choose a home that’s not attached to a close proximity of their office. The option of living anywhere they want is a real possibility now.
When I say “real estate industry”, I’m pointing to the entire ecosystem of real estate. The architects, builders, interior designers, and of course the realtors. This year is the year for them to bring storytelling to clients who are looking for advice on the right neighborhood for families and schools for their children. Buyers are going to rely on this industry to help them build the house they’ve always wanted but couldn’t afford.
Here are some tips for the real estate, home interior, and design build professionals to help bring storytelling to the eyes of your buyers and clients.
Show and tell.
Choose visuals that represent what you do in a way that’s memorable. A significant emphasis should be put on choosing visuals for your story. Why? Humans process visuals 60,000x faster in the brain than text. Selecting imagery that has a memorable impact on your audience shouldn’t be a task overlooked.
Who are you?
Build empathy and be relatable. What’s an element of your story that will have people relate to you and want to connect? Storytelling involves a deep understanding of human emotions, motivations, and psychology in order to truly move an audience. Since you’re the main character in your story, identify what the emotion is that you want people who are searching for your profession to feel. Build your own brand according to that emotion.
Highlight Your Strengths/focus?
As an interior designer, you may do modern design really well. As an architect, you might have your footing in the high-end luxury homes. As a realtor, you may have a specific price point you’ve excelled at throughout your career. Tell your story around the areas that you can speak the most to and offer the most value. Be a pro in that area. This will help weed out the clients who may not be the best fit for you and you can focus on the ones that are.
Your past customers’ experience of you speaks volumes. How often have you chosen a movie or restaurant based on the reviews you read? The same goes for your service. Let your audience read what other people have experienced while interacting with you. This is a tactful way to help build the human emotion that others can connect to.
With all of that, where do you start? Start using Stagger’s visual storytelling platform for free to bring storytelling to your industry and get the buyers you want. We’ve set you up with templates to help you get started or start your designs from scratch.