Nothing generates excitement and connection like a great story. We feel a deep connection to Hogwarts because of Harry. We get pumped up just hearing the “Mission Impossible” theme because I know I’m in for an incredible ride. And many of us still miss Pawnee’s parks and city hall…
For homebuilders/developers marketing master-planned communities, storytelling serves a unique purpose. You’re not just selling a new home — you’re selling a community, a place that consists of a location, neighborhoods, amenities, homes and residents. A great story is the best way to encompass the size and scope of a master-planned community, express what it’s all about, and do so in a way that resonates with prospective buyers.
Here’s what it takes:
Get the background.
First, take a deep dive into the details of the community. Study the land plan, your company’s goals and the project’s timelines. Walk the property with your development team. Ask questions. What makes this land unique and special? What are we doing that’s different or extraordinary? See things for yourself.
Then broaden your field of vision: Who’s in the market with a comparable product? What do they do well? Where do they miss the mark?
And go even broader: What else can you learn about the local area? What’s the lifestyle? What about the culture? What do people do for work and fun?
Know who you’re talking to.
Who are your prospective buyers? What do they want and need in their lives? What turns them off? What are their hopes and dreams? Use regional demographics, qualitative interviews — anything you can to create rich buyer profiles. It’s hard to tell a great story to a blank wall. It’s much easier when you can picture faces, imagine their daily struggles and really care about reaching them.
Find the big theme.
How will this community uniquely address the customer’s wants, needs, hopes and dreams? First, put it into straightforward, truthful words — “more space for growing families,” “nature trails to keep you healthy in mind and body,” etc. These are the unique facts.
Then add emotion. What feelings can you connect with the facts? Find the rich, juicy words to express this theme. To use a very simple example, “fresh fruit that tastes good” is far less evocative than, “a perfectly ripe peach so sweet and juicy it drips down your chin, bringing back the best memories of summer.”
Pro tip:A facilitated visioning exercise can really help draw out the emotions that go with the facts.
Ultimately, you’re looking at a single phrase that captures the underlying theme of your story. Be ruthless. If a fact doesn’t fit, throw it out — or make changes until everything sings.
Flip the story (the ultimate secret).
Ultimately, the story isn’t about your community. It’s about the buyer — who they’ll be and what their lives will be like as part of your community. The best stories unlock possibilities for us. They bring our most cherished wishes to life.
Take your theme and turn it on its head. Instead of telling a story about your product, tell a tale about people.
Take it from story to brand (creative plus strategy).
Carrying your community story all the way through is how you bring the brand story to life, and it encompasses everything:
- Street names
- Amenity names and programming
- Community signage
- Color palettes
- Outdoor advertising
- TV and radio commercials
- Events
- Website and blogs
- Newspaper and digital ads
- Social media
Work with an expert branding and marketing team to develop the visuals and copy that best articulate your story. Consistency is key to ensure the same story is told everywhere. And remember, every little element counts. Even the artwork in the Visitor’s Center can contribute to a fully lived-in story.
From there, it’s time to develop a strategic plan that will make the best use of your story, build brand affinity and awareness, and ultimately sell those homes.
At Wick Marketing, we’ve helped homebuilders and developers create and sell their stories for more than 25 years. Our team of strategists and storytellers know what it takes to connect with prospective buyers, drive sales and build relationships that last. Not just “once upon a time,” but year after year. If you’re looking for a new happily ever after, reach out to barbara@wickmarketing.com or call (512) 479-9834.
