Does your real estate marketing tell a story, or are you just advertising?
After all, stories are the most powerful tool of communication, in business and in life.
Humans communicate best through stories. How good are your storytelling skills?
Besides reading this post, what are you doing to develop those skills?
If you’re like most of our readers, you’re constantly learning and developing your skills. Most of our members joined because they knew we’d teach some great skills.
Storytelling is one of the most powerful skills you can possess.
You already know that marketing is an insanely valuable skill. Marketing brings leads, and leads bring revenue. That’s obvious.
But here’s the thing that most people don’t get about marketing: it’s all about telling a great story.
Behind every great brand is a powerful story that most consumers never see. Companies like Nike, Apple, and Coca-Cola didn’t become household names because of their relentless pursuit of quality or their fantastic products – although those factors were certainly critical to their success.
Companies become known by their stories. A great brand story is behind every powerful piece of marketing you’ve ever seen. Every great ad, every flawless logo, every iconic image was all carefully planned to contribute to the way that consumers view that brand.
A powerful story actually creates the company’s identity, building up like thin coats of plaster, brushed on slowly, layer by layer to form a wall.
Think about how many times you’ve heard of Nike, Apple, or Coca-Cola – way too many to count, right?
Every time you heard that company’s name mentioned, it contributed to the story in your mind about that company.
Your brand’s story can be that powerful.
Sure, I know – you don’t have Coca-Cola’s marketing budget. But a powerful story travels, and it takes on a life of its own. A truly powerful story is one that can transform the lives of the people who hear it.
But think about it… Doesn’t it transform someone’s life to get rid of a property that has been plaguing them with problems? What’s it like for someone to finally get the burden of a pending foreclosure off of their back? What’s it like for someone to finally get through probate?
It’s a huge relief. It’s a life-changing experience. It is transformative.
Tell that story. Make your story connect people with your business.
Sure, we’ve done a lot of the hard work for you. When you launch one of our sites for Motivated Sellers, Cash Buyers and Private Lenders, or Rent to Own Tenants, you’re fully loaded with a ton of key components that help you tell visitors to your site a great story about your business.
But if you want to tell a truly powerful story, you’ve gotta get personal.
Here are some questions you should ask yourself when preparing to tell your most powerful story:
- What are the toughest problems facing people who are looking for help from my business?
- How can my business change people’s lives?
- How can my business impact my communities?
- Why am I the exact right person to help?
- What experience do I have that allows me to relate to the person I’m trying to reach?
Those are really tough questions, no doubt. We’ve wrestled with them ourselves while building this business.
There’s a whole lot of benefit to be had in crafting a true story-based content marketing strategy around your website.
Storytelling is the most important skill that you can learn. It’s one of those skills that is considered to be a “mastery” skill – like leadership, music, or golf. You never really “master” those skills – you just keep improving, practicing, and developing them.
Sports legends like Tiger Woods and Michael Jordan (when he was still pro) never stopped working to improve their top skill. If you’re dead set on success in real estate, you need to tell great stories.
After all, every negotiation is kinda like a story, isn’t it?
Think about it… you’re trying to convince the person on the other side of the table to tip things in your favor, aren’t you?
You want to get the best possible price when you’re buying or selling, right?
That’s the story you’ve gotta know how to tell.
But that’s a little later in the process.
When someone is first visiting your website, they are trying to find reasons not to trust you.
You have to give them reasons to believe that you know what you’re doing, and that you can help them with their problem.
If they don’t see that you can solve their problem, they won’t turn into a lead. They’ll leave the page, and call your competitor.
Even if they are trying to solve the wrong problem, they have to see the solution they believe will work.
That’s the secret to our high conversion rates, folks… they establish credibility, and they build trust.
They tell a powerful story.
But if you want the best results out of your business, the skill you have to improve is your storytelling.
Use your website as a platform to tell your most powerful story.
