How to Tell a Real Estate Story that Sells You

Renae | January 6, 2016 | Marketing

How to Tell a Good Real Estate Story that Sells YouAre you at a loss for some good content to send to your real estate clients or leads? You may have more to write than you think! Every encounter you have, every transaction you’ve made, there is a story with a good lesson just waiting to be shared. You may not feel as if writing stories is your forte, but if you interact with people on a daily basis, you’ve no doubt told one or two this past week – it’s as easy as that.

You could write a blog post or send out a newsletter with a bunch of bullet points, but a good story does more than just educate. It engages and entertains. Personal accounts help people relate better to what you are sharing with them, make a deeper connection and build more trust. Here’s how you can start telling real estate tales that keep you top of mind with your audience.

What’s the Point of Your Story?

Don’t you just hate when someone tells you a story, and you wonder what the heck they were trying to say with it? Keep that from happening with your post by focusing on a theme or main idea. This will likely be the lesson that can be learned or how to solve a problem.

Some examples include staging a home versus not staging a home (we smell a comparison story!), bidding wars, any challenge a client has had that you helped to meet.

Hook ‘Em In

You have the story in your head, so how do you start? With a good title and intro. Effective titles can be a question that you pose such as “What is the Cost of Not Staging Your Home?” or “Why You Should Never Back Down on Your Price”. You could also get more creative and juxtapose two elements in your story that are pivotal but seem unrelated to whet your audience’s appetite.

The introductory paragraph should jump right into the story. What were you doing when you first got word of the challenge? What was the setting? Who was involved? It’s important to set up the scene here and lead up to the problem/main theme of your post.

Some people like to start off with a more direct introduction, like, “Staging your home is something important every home seller should do, but not many feel it’s important.” Then you could lead into how you have a client that thought the same way and learned quickly that it was the difference between a sale or no sale or in the price they could sell their home.

Identify the Problem

After you’ve set up the scene, what’s the problem related to the theme of your post? What were the challenges, mentally, physically, emotionally, that were in play? How was the problem introduced and what additional challenges appeared that kept the problem going?

This is going to be the height of your post. Identifying what the home seller or buyer felt, said and did as well as the circumstances around it should be familiar to your audience. They may be homeowners who think the same way or are doing the same thing. Find a way to describe the problem so you put them in your “character’s” shoes.

Introduce YOUR Character

Don’t forget, the point of telling this story is not for the sake of the story itself but to educate your clients or leads on your services and you as a person. It’s a vehicle to subtly let them know what you are all about and why they should refer you or choose you as their real estate agent.

As you describe the problem, let the reader in on what you were thinking. Relate your concern and your thinking process. This will go a long way toward helping them understand your particular brand and your personality. It’s a warm way to show who you are and what makes you stand out.

Answer the Problem and End with a Bang

You have finally come to the end of your story. How did you solve the problem or meet the challenge your client as facing? This is a great area to lay out steps you took, your thinking process, again, and how you were able to help.

How did your client respond? Even if he or she was negative at first, mention that. In your ending, you can mention how they changed their mind after you helped them or what the turning point was in their thinking. If you want to give a nice summary, you can also provide a short bullet list of what you hope your readers took away from it.

Everyone loves a good ending. So how did it end for your client? What else resulted and how are they faring now? You’ve built up your client character, so it’s good to provide a little background on how everything worked out after the fact, too.


Telling a story with a good lesson to share with clients and leads is not as hard as it sounds if you stay focused, organized and just tell it how it happened. As you write, it’s important to feel two things: that you will help people and that you will proudly relay to them how you are excellent at what you do. And if you still have trouble writing, depend on the services of a good writer or friend who can put pen to paper and turn your stories into something people would love to read.

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