Creating an emotional connection with potential buyers can help differentiate your agency from others. At the heart of this approach lies storytelling, but how do you implement it in your marketing?
Well, it’s not that difficult. By choosing the right images and layouts, you can design real estate content that tells an intriguing story and draws more people to your properties. Plus, tools like Jigglar make it easy to use storytelling in real estate marketing.
In this post, we’ll show you how to enhance your marketing strategies with this story technique. So, let’s dive right in!
What Is Storytelling in Real Estate Marketing?
Storytelling goes beyond facts: it taps into emotions to create a connection. After all, home buyers aren’t just looking for square footage and modern amenities. They also want a comfortable lifestyle and a place to call their own.
Let’s look at the difference between these two property descriptions:
- Fact-based listing: “This property features three bedrooms, two bathrooms, and a spacious backyard.”
- Story-driven listing: “Imagine waking up in your cozy master bedroom, stepping out into your sunny backyard for afternoon tea, and hosting barbecues on your large patio.”
The second description paints a vivid picture, helping buyers envision their future in the property. It also piques their interest, prompting them to book a viewing to see the rooms and spaces described in the listing.
This approach can also help you build stronger client relationships with home sellers. They will likely appreciate the additional effort you put into presenting their properties in the best light.
How to Use Storytelling in Real Estate Marketing Material
Visual elements play a pivotal role in storytelling. They complement the emotional pull of written descriptions (like the story-driven example above).
So, here are key elements to consider when designing visual narratives.
1. Use photographs that tell a story
High-quality images are a must in real estate marketing material. However, instead of merely showcasing rooms, you’ll want to use photos to convey experiences.
For example, you can highlight the warm glow of sunlight streaming through a living room window. If your target audience is families, you can focus on the spacious kitchen with the large dining table.
If the property has a garden, try to include things like a hammock or picnic table in the photo, so home buyers can picture themselves enjoying the outdoor space.
It’s a good idea to use props for the photos, particularly for newly built properties which can be a bit bare. For instance, you might add books to an empty wall unit or plants on the windowsills.
If the property has a fireplace, turn it on for the photos so you can convey a cozy ambiance. It will help homebuyers picture themselves reading a book by the fire on a cold winter night.
Once you’ve taken your photos, you’ll want to incorporate them nicely into your printables and online material. Fortunately, Jigglar’s real estate templates are very image-focused, so you’ll find plenty of opportunities to use your photos.
Here’s an example of a listing template that uses a lot of imagery:
All templates are customizable, so you can upload your own photos, change the colors and fonts, and more.
2. Choose layouts that flow like a story
The arrangement of photos and text in marketing materials should guide buyers through a journey. Think of it as telling a story with a clear beginning, middle, and end.
Start with a hero shot that captures the property’s most striking feature. This could be a panoramic view, a unique architectural detail, or a lush terrace.
Then, transition to images that highlight the living experience, such as cozy interiors and modern amenities.
Conclude with a call to action. This should be accompanied by an image that makes people want to see more of the house.
Jigglar offers neat, cohesive layouts that enable you to craft a narrative. For instance, this Just Listed template even has an About section where you can add your story-driven description:
Of course, this doesn’t mean foregoing key details about the property, like the number of rooms and square meters. You can present this information alongside the description, using relevant icons as shown in the template above.
3. Utilize videos as dynamic storytellers
Video helps you take storytelling to the next level. For instance, you can share clips that showcase how natural light in the house changes throughout the day.
You could also feature the surrounding neighborhood and its amenities. This way, home buyers can more easily envision what it would be like to live in the area.
You can even use actors in the video to tell a better story. For instance, a woman might arrive at the house after work, walk into the well-lit kitchen to make a coffee, and step out into the garden with a hot drink to enjoy the views of the countryside.
Whatever you do, try to keep it authentic. Avoid overselling or misrepresenting properties.
Also, you’ll want to tailor your narrative to the preferences of your target demographic. For example, if the property is ideal for retirees, your video could capture the tranquility of the surroundings.
Conclusion
Storytelling is a powerful tool that can elevate your real estate marketing to new heights. By focusing on emotional connections and leveraging tools like Jigglar, you can craft narratives that resonate with buyers and make your properties stand out in a crowded market.
For instance, you’ll want to use photos that convey a particular ambiance. It’s also important to choose cohesive layouts for your listings, with hero images that serve as hooks. Meanwhile, videos can help you paint a more accurate picture of the place and what it would be like to live there.
Are you ready to use storytelling in real estate marketing? Sign up for Jigglar today!
