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Strengths of Storytelling

As a real estate agent, there are many ways of communicating with people in your sphere, but recent studies show that storytelling may be the most engaging method for listeners.

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As a real estate agent, there are many ways of communicating with people in your sphere, but recent studies show that storytelling may be the most engaging method for listeners. According to Uri Hasson, professor of psychology and neuroscience at Princeton University, when someone is listening to a story, their brain waves “start to synchronize with those of the storyteller.” We all know the feeling of losing a sense of self when hearing a well-told story and becoming immersed in the plot. If used correctly, you can get the same sort of response from potential clients by creating an impactful story using the information you want to share.

Think about the difference between telling your sphere it’s a seller’s market and telling a story about working with buyers in several multiple offer situations. The first message is strictly fact-based and comes off a bit cold, but the second one brings the listener into real-world events. It’s important to realize how much more intriguing it is to hear how you were able to find your clients the perfect home after battling in numerous multiple offer situations as opposed to telling them it is a seller’s market and you will work hard to find them the right house.

Aside from creating strong engagement, storytelling is also effective for all types of learning styles. According to an article from Harvard Business Publishing, 40 percent of people are visual learners, 40 percent of people are auditory learners, and the last twenty percent are kinesthetic learners who learn by doing. Storytelling appeals to all three of them. Visual learners tend to visualize the events of the story while auditory learners can dial into the person’s voice. Lastly, kinesthetic learners stay engaged during storytelling by connecting with the emotions or morals of the story.

So, how can you integrate storytelling into your marketing strategy? Even with the rise of digital communication and online video meetings, the best setting to utilize storytelling is in person. It’s much easier to verbalize a story and it also allows you to emphasize certain points the audience responds to.

Before going to your next barbecue or open house, think of a couple of anecdotes that demonstrate your ability as an agent. You can also use storytelling in your social media and direct mail strategies. The next time you share a Proof of Production post or Market Update Letter, try to include the story behind that sold listing or those market statistics. Talk about challenges, hardships, and the ways you were able to overcome them. You can also integrate storytelling into your sales pitches. Try reading up about the history of a listing to share some stories for open house attendees. You can also think of some quality stories for specific situations like flipping a renter to a buyer or encouraging a client to sell a home. By bringing people into your personal experiences through storytelling, you can give them a better idea of what you do as a real estate agent and how you can make their next transaction as smooth as possible.

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