What's Your Story?

I think I’m a decent storyteller ... on paper. Maybe a little long-winded at times, but I do a pretty good job of organizing my thoughts and getting to my point efficiently and effectively in print.

But if I’m asked to verbalize a story, not so much. I tend to dive deep into the backstory and drift off on tangents, losing the listener before I even get to the meat of the tale.

There is one thing I do always try to do, though, and that’s avoid buzzwords and trendy slang. While those words may get attention and enjoy some (most likely fleeting) popularity, they ultimately mean nothing ... and worse, may confuse someone who’s not up on the latest lingo.

At a conference last year, I heard Amy Levi, co-founder and CEO of Denver-based Strada Made, talk about giving consumers—specifically homebuyers—what they crave: effective, sincere storytelling that conveys an experience, rather than buzzword-heavy messaging that’s written from your perspective, not theirs.

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A Subtle Difference With Real Impact

The difference may seem subtle on the surface, but it’s critical. Think: “The bonds made from multiple generations living under one roof,” versus just saying “multigen home.” Or, the “Safety, comfort, and ease” of a home or community designed for older buyers, as opposed to borderline offensive “aging-in-place” jargon.

The practice applies whether you’re selling one home or a community, across price points and market segments. What’s the story for a build-to-rent project, an enclave of semi-custom luxury homes, or an agrihood? Certainly not any of those industry terms.

When I think about good storytelling, I recall a brilliant campaign by Thrive Home Builders. The Denver-based builder was finding that terms like “healthy home” and “indoor air quality” weren’t resonating with its buyers, so instead Thrive used a photo of a mother feeding her infant child accompanied by the tagline: “The air she breathes is just as important as the food she eats.” Now that’s a good story ... and it worked.

We all know homebuying is an emotional decision, regardless of interest rates, location, bed/bath counts, and even sustainability and resilience.

A good story taps those emotional factors, but to find and tell it means listening to what’s driving your customers and then putting yourself in their shoes. Which story is better: that there’s an option for some mysterious thing called an “ADU,” or an opportunity to add a small dwelling to your property to provide rental income, independent living for an aging parent, or a detached office or studio?

Discover the customers’ story and it will help you tell yours.