We have all heard of multi-level-marketing (MLM) or pyramid selling. Before you tune out — have you ever wondered why these schemes are so effective? When we know that the questionable returns and the drawbacks are apparent, why do they still manage to build an industry of million?
The answer is effective storytelling. The basis of all successful campaigns is the ability to sell a story and not the product, which is what MLM companies do accurately.
They sell you a dream. The dream that every ordinary person is waiting to live — and this drives you to opt into the pyramid scheme.
Storytelling is employed as a selling tool for generations. Parents made up stories to keep kids away from junk food, while brands build a narrative to make junk foods sound wholesome.
Nike, the leader in shoe manufacturing, has always sold tales of athleticism, equality, and motivation. The shoe is the product; the story is the engine that leads us to it.
In the online world, these stories can be both in the written and in video format. Video marketing companies across the globe vouch for videos to generate much higher leads when compared to plain and boring text. These videos can be edited in a few minutes using free online video tools.
Before we jump into what tricks work, let’s understand what makes a good story.
What Makes For A Good Story?
In simple words, a good story is one that keeps an audience captivated until the end. Good storytelling should inform, engage, and entertain. For real-estate marketing, think of a story-format like they do in newspapers. They are descriptive, convey all the information, and keep you hooked.
The device journalists use in writing these pieces is called an ‘inverted pyramid’ design of storytelling. In this form of storytelling, the most critical information is given right at the start.
This section serves as a gist of the story and provides essential information to draw the reader further into the article. What you might call the conclusion of a story, come to the front.
Once you have the reader engaged, take the narrative forward, and address the 5Ws&Hs. This included the who, what, where, when, why, and how.
All of these questions might not provide relevant information, but they are prominent reference points to keep the story progressing.
Storytelling can function as one of the sharpest real estate marketing tools at your disposal. We can broadly classify these stories into two varieties.
One is for written property listings, and the second is in-person communication. The online property listings can be both a combination of readable narratives and the use of videos to increase the impact.
Tips For Online Storytelling.Â
When listing your property online, this story adds value to your property rather than explain it. While the accurate location, size-specifications, cost, and seller details are elementary, a wholesome story enhances the reading experience. Here are six helpful tips to help you master this trade.
1. What Is the Back Story?
A home is more than just brick and mortar, and this is precisely, what people are looking for when they buy a house. A home that has a legacy sells like hotcakes. Find out from the previous owner of the builders what the subtle nuances of the house are. Add these to your story and sell an experience.
2. Make It Unique.
As a property marketer or realtor, you might find yourself writing stories for more than one project. The ability to keep each of them different from the other is praiseworthy.
Ask yourself what the three things about each property are that make it stand out from the rest. Build on these unique selling propositions.
3. Sell the Community
The people often define the home based on the area it’s placed in. The community surrounding the house is valuable to the people living there. Don’t sell your homes with just amenities and proximity.
Find out the heritage of the city and make that a sales pitch. This can include famous landmarks, personalities, or destinations.
4. Don’t Overdo Adjectives.
The abuse of adjectives is the curse of good storytelling. Use adjectives as descriptive devices and not as a means to fill a page.
Re-read your work to eliminate unnecessary adjectives. The right use of adjectives is like seasoning on your food; if you overdo it, all you taste is the seasoning.
5. Use Photos and Videos.
The visual medium is a more potent trigger for making a sale. Do not use generic and stock-bough images.
Shoot authentic photos and videos that provide a good representation of the property. Even the most compelling story will need substantial proof to back it.
Tips For In-Person Storytelling:
An in-person narration of the property can captivate a buyer and ultimately prove instrumental to make the deal. Often, the story on the listing is what brings the user to the site, so ensure you are aware of this before you risk repeating the same points.
With in-person meetings, let the property to the talking. Make the specific details of the house the highlight of your account.
This is the chance to make a personal connection with the buyer and balance the story to sound personal to them. Give priority to facts, and tailor-make each presentation specific to the client.
Confidence is the key. If your online listing has made a strong impression, the home tour and cost discussion is more comfortable. Dress for the occasion and rehearse your pointer — let your presence be as natural. There is nothing worse than a hard-sell.
Final Thoughts
If you find yourself confused about building stories, it shall fix itself with time. Read the listings of competitors and see what points resonate with you.
Once you spot them, make these points more effective and use them in your story. Keep your narrative original and to-the-point.
Lastly, storytelling can be done in more than one way. If you find yourself making progress with a different set of ideologies, try and test them too. The points we discuss are not the only way to do it; they are one of the paths.
