Want to build a powerhouse real estate business?
Then it’s time to nail down your real estate branding story.
Your brand story is the baseline for your entire brand.
So many real estate agents get caught up in their visual brand identity, thinking that’s the most important thing.
But your brand is so much deeper than your logo and colors.
Your brand is what other people say about you when you’re not in the room.
Your brand is what you want to be known for.
It’s what makes you memorable.
Why Is Having A Real Estate Branding Story So Important?
Human beings love stories.
They’re how we’ve connected for thousands of years. Our brains are hardwired to consume information in the form of stories.
In fact, storytelling is so powerful that studies show stories are 22x more memorable than facts.
So if you’re not telling stories in your real estate business and marketing…it’s time to start!
And your real estate branding story is the number one place to begin.
4 Steps To Write Your Real Estate Branding Story
Step 1: Capture The Heart
In the first step, “Capture the Heart,” the goal is to make an emotional connection with your audience by introducing yourself or your business and why you’re in real estate.
It should answer the question…
Why are you here in the first place? What was your drive and motivator for getting into real estate?
This section should be heartfelt, genuine, and personal.
You can think of this part of your brand story as the hook. It should immediately draw people in and make them want to learn more about you.
One way to do this is to paint a vivid picture of *exactly* where you were when you started your business.
Was it a dark and gloomy day?
Were you at your child’s soccer game?
Were you at your office watching the clock every minute?
Get clear on exactly what was going on in your life when you started this business, and what your primary motivation was.
Remember: This should NOT sound like an essay or in any way robotic. It should sound like your face-timing a friend!
If you’re really stuck, imagine you were writing a journal entry about why you started your real estate business…
That should get your wheels turning!
Step 2: Build Tension
In the second step, “Build Tension,” the goal is to hit on a human truth and make it relatable to your audience.
For example, your truth might sound something like this:
“I believe that your home should be so much more than just where you live. It should be the greatest investment you ever make.”
Another example could be:
“I believe we’re meant to do so much more than just pay our bills and die”.
You want to think of a specific moment in your life that gave you a profound realization.
This section should be vulnerable and emotional, as people are drawn to leaders who have overcome something.
In my brand story for The Listings Lab, the moment I build tension is when I discussed why I stopped selling real estate.
This is always a huge point of curiosity for people. They wonder why I stopped selling when my real estate business was thriving.
In my brand story, I pinpoint the exact moment I needed to make a change.
I was on vacation in Hawaii driving down the street in a jeep on an absolutely gorgeous day. The sun was shining, the birds were chirping, the roof was down…
But I was bawling my eyes out.
My husband looked over at me, wondering how I could possibly be unhappy in this moment.
But the truth was, I wasn’t living in integrity with my true desires.
That exact moment is the moment of tension in my brand story.
It’s when I had the profound realization that I wasn’t doing what I was put on this earth to do.
At that moment, I knew I needed to make the change and start doing what I truly felt called to do – serve other agents.
Step 3: Resolve The Tension
In the third step, “Resolve the Tension,” the goal is to talk about how you overcame the struggles you faced.
When sharing your struggles in your content, you want to follow one golden rule.
“Don’t talk about your mess before you’ve cleaned it up.”
If you’re in the thick of a crisis, you’re not ready to share your lessons from it and offer value to your audience.
I remember when I was going through a crisis, I actually started a fitness account. I couldn’t talk about my business because I was going through it – so I focused on another type of content altogether.
You need to pick yourself back up before you come back to share your trials and tribulations online. People love a victor and are drawn to leaders who have overcome something.
The goal here is to tell your story of how you overcame your struggles in a way that is inspiring, actionable, and relatable.
There is nothing more powerful than your own story.
Don’t be afraid to get vulnerable here.
When most members of The Listings Lab submit the first take of their brand story, it’s pretty simple. But slowly, we help them pull out the challenges they’ve overcome and share their biggest lessons in an authentic and vulnerable way.
You might be thinking…I haven’t had any big, grand challenges in my life.
But I’m willing to bet you have.
Ask your friends and family for ideas on what you’ve overcome in your life, and I’m sure you’ll get some ideas!
Step 4: Conclude By Offering Value
In the fourth step, you want to tell us how you got to where you are now.
And while you ARE permitted to brag a bit…this should not be a sales pitch.
Instead, this section should offer an insight, common humanity, or solution you’ve discovered along your journey – and why it’s valuable to your ideal client.
Your story should conclude by answering the questions.
- Why should they listen to you?
- How can you help them?
- Why do you choose to serve the people that you do?
Remember: You can’t tell your entire life story on one page. You’re going to have to choose one aspect that you think will be the MOST powerful. Don’t worry about including every single detail.
When you’re crafting your real estate branding story, please keep this in mind:
Your life is far more interesting than you think.
So many people think their life is boring when that couldn’t be further from the truth.
The things you’ve gone through and overcome in your life might not be top of mind for you right now…especially if you went through them years ago.
But that doesn’t mean they’re not impressive to other people!
By telling your real estate branding story, you can connect with your audience on an emotional level and create a memorable brand.
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