Mike Price – IDX Trainer/Content Specialist
I get it. You’re a super hard working professional with a limited amount of time to absorb information.
But trust me, if you incorporate the new ideas in this article, it will show positively in your efforts, especially with your website marketing. Storytelling might not be one of the most top-of-mind issues but in this article, I am going to establish a position that it should be.
When it comes to the all-important issue of storytelling, there are some great quotes attributed to a significant number of creative people, none of which resonate with me more than one of my favorite authors, Seth Godin.
“People buy stories, not stuff, and it’s stories that spread, not stuff.” ~ Seth Godin
You could easily replace the word, stuff, with “places.” Notice I said places and not homes. If you’ve consumed any of the content I have written in the past, you know how important I think it is to paint a picture of not just the home, but the lifestyle a person can enjoy if they make the big decision on their dream property.
It’s More Important Than Ever
There is nothing new about the fact that real estate professionals now need the ability to look at themselves as publishers of content. You’re probably already an ace at telling a face-to-face story. It’s a solid requisite for success in the business. How many of your opportunities for face-to-face interaction have been hampered by the world we are living in today? You can’t “Zoom” every conversation.
Think of all the places where your written word has an impact on the transaction. Listing descriptions, emails, blog posts, social media, and more are all opportunities to implement your storytelling voice.
Painting a Picture
Storytelling is a conduit to establishing a relationship, and isn’t that the ultimate goal? Your brand can stand out against any of your competition and huge portals can’t aggregate and syndicate your voice. The best way to think about storytelling is by looking at it as merely painting the ultimate picture in your prospects mind. All great stories paint a relatable story that keeps your prospect engaged.
Track And Adjust
How do you know if your content is engaging? Your calls-to-action will show results. Easily one of the most critical analytics in your IDX home search website is “time-on-page.” Having good traffic is essential, but the bounce rate and the amount of time someone spends with your content is quite possibly more important. It’s quality over quantity and your golden opportunity; so focus here and make the changes necessary to have an impact on your content.
Just One Great Example
Take a look at this blog post for a stellar example of storytelling from John Coley at Lake Martin Voice Realty. He does a fantastic job of painting a picture of a caring professional that goes above and beyond to help families find their dream PLACES. His entire website is an example of what I refer to as a “better than Zillow experience” It combines saved IDX searches with great storytelling that automation can’t replicate. The investment of human capital in this website is no doubt showing a huge return-on-investment.
How Can You Implement Storytelling?
Do the homework. There are a million articles just like this one all over the web. Look at examples like John’s site and get inspiration where you can find it. I promise it’s well worth the effort.
Need a New or Improved Place to Tell Your Stories?
If you’re just getting started with your IDX home search website efforts or you’re ready to get to the next level, you owe it to yourself to have one of our IDX Specialists provide you with a free guided tour of all 3 of our FBS Products IDX solutions. Just click the button below to get started.