Everyone’s doing the same stuff.
Professional photos. Virtual tours. Social media posts with cute captions about “dream homes.”
Yawn.
Your competition is dropping the ball which is great news for you.
But you? You know something they don’t.
Stories resonate beyond anything else.
Real ones. From actual deals you’ve closed.
The power of the “what happened next” story
Every agent has listings that sit. Overpriced. Outdated. The works.
But the smart ones figure out how to reframe the narrative.
Take that “outdated” kitchen everyone’s complaining about. Maybe it was hand-picked by a young couple in 1967 when the husband got his first promotion. Maybe they raised 6 kids around that breakfast table.
Suddenly “dated” becomes “filled with memories.”
Same house. Different story. Better results.
Your transactions are content gold mines
Every deal you’ve closed has a story worth telling.
The first-time buyers who thought they’d never qualify.
The family relocating across the country who needed everything handled remotely.
The investor who saw potential where everyone else saw problems.
These aren’t just transactions. They’re proof points.
The 4 elements every great real estate story needs
Here’s the thing. Not every transaction story will grip people.
You need these four pieces:
1. A relatable character with a problem
Not “my client bought a house.”
Try “Sarah, a single mom with two kids, needed to find a home before school started but had been turned down by three lenders.”
2. Rising tension
What made it feel impossible? The clock ticking? Competing offers? Financing falling through?
“With only 6 weeks until school started, Sarah’s fourth lender said her debt-to-income ratio was too high. She started looking at apartments.”
3. The turning point
This is where you (quietly) save the day. But don’t make it about how smart you are.
“I remembered a credit union program for healthcare workers. Sarah was a nurse. One phone call changed everything.”
4. The emotional payoff
Not “the deal closed.”
“Sarah called me from her new kitchen, crying. Her kids were decorating their rooms for the first time ever.”
That’s a story. The rest is just facts.
Here’s how to mine your stories
Go through your last 10 closed deals. For each one, ask:
What challenge did the client face that seemed impossible?
What moment made you go “oh no, this might not work”?
What was the turning point that changed everything?
How did the client react when it all came together?
That’s your story structure right there.
Where to use these stories
Your website. Obviously.
But also: listing presentations, buyer consultations, social media posts, email newsletters, networking events.
Anywhere someone asks “why should I work with you?”
Don’t tell them you’re experienced. Tell them about Mrs. Johnson who got her dream home after 47 showings and 3 failed offers.
The mistake everyone makes
They make themselves the hero of the story.
Wrong.
Your client is the hero. You’re the guide who helped them get there.
Big difference.
One story beats ten testimonials
A testimonial says “Jane was great to work with.”
A story shows exactly HOW you were great to work with.
Which one do you think builds more trust?
Start with one story
Pick your favorite recent transaction. Write it out like you’re telling a friend over coffee.
Watch what happens.
Stories attract clients. Everything else is just paperwork.
