Home Stratosphere Pro - Helping Real Estate Agents Get Leads While They Sleep

How Realtors Can Craft Irresistible Stories That Win More Clients

• Jon Dykstra • Episode 3

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The best Realtors don’t just list properties—they tell stories that land clients. In this episode, you’ll learn how to craft narratives that build trust, spark emotion, and turn prospects into loyal buyers and sellers. We’ll cover proven storytelling techniques that make your marketing stand out and keep clients choosing you over the competition.

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Speaker 1:

Here's the thing about real estate marketing Everyone's doing the same stuff Professional photos, virtual tours, social media posts with cute captions about dream homes. Now, this is stuff that needs to be done, but this is not the type of marketing that's going to give you an advantage within your region. You need to do something different. You need to do something better, something better, and, in my view, one of the best things that you can do and incorporate in all your marketing is to turn a lot of your successful transactions in the past into stories and tell these stories over and over and over. And I don't mean in person when you meet somebody hi, I've got a great story for you. No, I mean in your written materials, in your videos, and you don't have to make the whole email or the whole video about the story, but you can weave it into your marketing materials. It's like oh, you know I. That reminds me of this time where I had this client who was just flustered and frustrated and blah, blah, blah. You know, you can just just talk about it or write about it, including your materials, very easily. So this is going to get you to stand out. This is the type of content that people really like. But, most importantly, what's so brilliant about it is it engages. People want to read these things. They really do, even if they're not into looking for a property or trying to sell a property. And, of course, if you cherry pick the right stories which you would do, of course it basically tells you that you're great and that you're an exceptional agent, without you actually having to say, hey, I'm an exceptional agent. I mean, it's just perfect, right? So this is really something you want to do.

Speaker 1:

So the question is in a real estate context, how do you tell a story? Now I'm going to step you through. There's four elements that every great real estate story needs. I'm going to step you through with a hypothetical situation so you can understand it. Okay, all right. So you need the four pieces. The first off, you need a relatable character with a problem. Fortunately, most real estate situations, people hire you because they need you to do something that they can't do. We've got to build in problem, so that's easy, okay. So, uh, you know, but it's the way you present it is very important, right? You're not going to kick off your story with, well, my client bought a house, or my client was trying to buy a house.

Speaker 1:

No, you jazz it up a little. You say something like Sarah, a single mom with two kids, needed to find a home before school started, but it had been turned down by three lenders. Ah, we've painted a picture, we've got our character with a serious problem, right, and this is not beyond the realm of possibility. This is probably a pretty standard situation. Number two you need rising tension. Okay, what? What made it feel impossible? What was what was Sarah's biggest struggle? Was it the clock ticking? Was it competing offers? Was it financing falling through? All right, so you know, you could add to the story something like well, with only six weeks until school started, sarah's fourth lender said her debt to income ratio is too high and she had to adjust the type of property she was looking for. Okay, not a good situation, not an uncommon situation.

Speaker 1:

Part three is the turning point. All right, this is you to the rescue, this is where you save the day. But you know, don't focus the story about you or about how smart you are, about how great you are. Remember the main character, sarah, and she has a problem. Okay, and so you could add to the story. Well, you know Sarah.

Speaker 1:

Sarah came to me and I remembered a credit union program for healthcare workers. Sarah was a nurse. One phone call changed everything. Wow, hey, this is the type of insider stuff that real estate agents who really know their business bring super valuable service to people. Right, because you've heard it, I'm sure. Why do we need realtors? We've got Zillow, we've got Redfin. I can just do this stuff myself. I could hire a lawyer, I could do the paperwork and all that. But you know what and you know this, and you're probably sick and tired of trying to explain it to people in a nice way. And that is, you bring a lot more to the table than merely filling out a contract, an offer and a negotiation and wrapping up a deal. I know that personally because I've bought several properties. I've always used an agent. I would always use an agent when I invest in properties, because problems almost always arise, not to anybody's fault, it's just the nature of big transactions, and so I find it really helpful to have somebody who can deal with that and actually knows what they're doing.

Speaker 1:

Okay, so the fourth part of the story is the big emotional part payoff, all right. Don't just say, oh, and we close the deal, all right, and we're not painting a picture. There's no emotion, there's nothing, there's boring, right? What you would, what you could do instead, is something to the effect of sarah called me from her new kitchen crying her kids were decorating the rooms for the first time ever. Okay, what a good, what a nice ending. And we know what that ending means. Is that the realtor this is.

Speaker 1:

Let let's say, this is your story. You were successful. You got her the financing. It came through on time. She got the house that she really wanted for her kids. Boom, I mean this. This doesn't have to be a long story. I mean, essentially, I told you the story in a handful of sentences. You might want to dress it up a little bit more beyond that, but that's all that's needed, and that's the beauty of this, all right.

Speaker 1:

So where can you get story ideas? All right, well, the simplest is just your transaction history. Go through your last 10 closed deals. Look for them. Ask yourself what challenge did the client face that seemed impossible? What moment made you go? I'm not sure this will work. What was the turning point that changed everything? How did the client react when it all came together? That's your story structure, right there, okay.

Speaker 1:

So the last piece of the puzzle is where are you specifically going to put these stories? I say kind of an umbrella term. Well, just roll them into your marketing materials. Well, what does that mean? Well, you know specifically. I'll tell you where you can put all of these stories, because this is what I do. You put them on your blog. You write a blog post. Once you have the story written, it's copy paste, throw in an image or two. Piece of cake If you have a LinkedIn profile, wonderful LinkedIn post right there.

Speaker 1:

If you're into video, I mean, depending on the length of the story, you could probably turn it into an Instagram reel. It's under three minutes. Or if you really want to get into the details, you can do more long form on YouTube or do both. You can do a condensed version and a longer version. You could post it on your Facebook page. You post it in the written form and in video form, whatever suits the platform best. Linkedin's interesting because both work, so you can mix it up. How you do that, see what gets the best results, and so on and so forth.

Speaker 1:

But they go everywhere. And lastly and most importantly, most importantly, they go in your email. Okay, one of the main messages I have with home stratosphere. Pro is how important the email newsletter is for agents. It should be absolutely central. It should be the foundation, the engine of all marketing, because from there, the larger your database of readers, of both past and current clients is, the less you have to spend to reach a bunch of people your audience of people who live in and around you are. So it's absolutely critical that basically everything you do start with the email and then you can distribute from there. Thanks for listening.