Effective storytelling connects with prospective homebuyers on an emotional level. Crafted well, that story makes the offering meaningful to them, worthy of their consideration. Underpin a compelling story with a strong strategy and you’re on your way to generating brand awareness, loyalty and ultimately, sales.
If you missed it, Part One covers how to find your story, and make the most of it.
Flip the story (the ultimate secret)
Despite what you might think, the story isn’t about your community or the homes you build. It’s about the buyer — who they’ll be, what their lives will be like as part of your community and who they’ll share it all with. The best stories unlock possibilities. 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. Instead of showing off a kitchen and listing off design elements, feature a family hosting their first Thanksgiving, taking advantage of those double ovens and large island. Don’t just talk about a flex space or home office; showcase a small business utilizing the space to be successful. Rather than using video of a perfect, pristine pool, show neighbors jumping in, making a splash and building memories together.
The key is to infuse your homes and community with life. If you showcase it, it’ll be easier for prospective buyers to imagine themselves living there.
Take it from story to brand (creative plus strategy)
Carrying your community story all the way through is vital to ensuring a robust customer experience. From beginning to end, every touchpoint should enhance and support the story you’re trying to tell. This is far from a comprehensive list, but here’s where you can start making sure you aren’t missing an opportunity:
- 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
Working with an expert branding and marketing team ensures that the visuals and copy articulate your story in the best way. Consistency is key, and every element counts – even the tiniest details can make an impact. From the artwork in the visitor’s center to the content you publish on social channels, each piece contributes to a fully lived-in story.
We’ve helped homebuilders and developers tell their story time and again – it’s our specialty. If you’re looking for a partner to work with you in developing your story and strategically putting it to use, we’d love to chat. Reach out to Barbara Wray at barbara@wickmarketing.com or call (512) 564-4289.
