THE POWER OF STORYTELLING IN REAL ESTATE MARKETING
“People buy stories and places, not apartments, or homes and it’s stories that spread, not stuff.”
The BEST creative marketing agencies in real estate go one step further to create a compelling story about each new development – on their website, virtual tours, renderings, in their emails and in person.
Want to understand just how powerful storytelling can be in real estate?
First, is an art.
Not a method, process, or technique. Storytelling is described as an art … the “art” of storytelling.
And — like art — it requires creativity, skill, vision, and practice. Storytelling isn’t something you can grasp in one sitting, after one course. It’s a trial-and-error process of mastery.
Sounds like a lot of work, right? It is, and rightfully so because storytelling has become a crucial component of the most successful real estate marketing campaigns on social media and 3D architectural visualization. It sets apart vibrant brands from simple businesses and loyal home buyers from one-time.
It’s also the heart of inbound marketing. Storytelling is an incredibly valuable tool to markets new real estate development or landmark projects to add our marketing tools.
Variety of things. This graphic from ReferralCandy helps outline what stories are and are not.
Consider the following case study:
A few months ago, our client lost one year without selling one apartment of 10 that they need before built it. Luxury developments in Colombia take at least 3 or 4 years in selling. Our goal to the growth of the sales this year was to conduct an experiment on buyer behavior and see whether stories on Instagram really engaged the value of their new development in Medellín.
Our creative and data team created a strategy to create value in different ways:
1. Knowing the audience of this project
Who wants to see your story? Who wants to know about living in Medellín, Miami, New York, or Lisboa in a luxury apartment? What is the offer of the city? In order to create a compelling story, we needed to understand your viewers and who will respond and take action.
We do some research on their target market and define the buyer persona(s). This process will get us acquainted with who might be watching, looking for lifestyle, or listening to our story.
2. We defined the core message
Instagram is an amazing visual platform right now for real estate. We try to summarize the story in six to ten words about the project, city, architectural design, luxury finishes, transport, lifestyle, etc.
3. We established the call-to-action
What exactly did we want our viewers to do after watching the content and reading? Their data and information.
4. We choose a story medium
Stories can take many shapes and experiences in real estate. Some stories some are watched, are read, and others are listened to. In this case, we select Instagram 400 million active daily users spent 53 minutes per day on the platform. As we said before, Instagram is a visual platform, people love what they see, what they want, and it generates curiosity because they have an intent.
5. The Storytelling content
We have to still offer value, innovative and avoid always selling a property. First, we used high-resolution images of the city that are appealing to the buyer. High-end architectural visualization that we made, and video content, for example interviewing the architects, the interior designers.
The results of this experiment were amazing!
After 12 months of not having real buyers of this new development, and of spending more than 10,000 USD in marketing without a strategy, we were able to achieve in four months, two new prospects interested and who bought in the luxury project. The sum of the two buyers was 600.000 USD in Colombia real estate market.
According to our Chief Marketing Officer, “Stories today have the power and emotional value of changing the intention to buy from a person who is looking to buy or invest in real estate,”
Or simply put, “When someone likes a story about a new development— or home, — that emotional connection is expressed by the buyer’s willingness to contact and request more information about the place.”
At Triarii we can help you to launch your new real estate development, using a data-driven marketing strategy, and full-service in architectural visualization creating value to elevate your brand, connect to your audience and create qualified leads. Start your experience.
WRITTEN BY TRIARII * AUGUST 14, 2019