Every business has a story to tell.
In fact, you’re probably already using stories to engage your clients in some shape or form, even if you don’t realise it.
And, because buying a home (or even an investment property) can be such an emotive process, property developers, real estate agents and property marketers can all leverage storytelling to great effect throughout the buyer’s journey.
The truth is, how you tell your story can make or break a buyer’s decision to engage with your business or product. And it’s all down to the way our collective grey matter is wired.
Studies show that we’re more likely to build strong connections when presented with a story.
So, what can neuroscience teach us about the business of storytelling?
Telling stories isn’t only an art, it’s a (neuro)science
Storytelling can be visual, written, or spoken. And something truly amazing happens in a human brain when it resonates with the right story.
The connection you make through storytelling is known as ‘neural coupling.’ It’s what encourages a buyer to fully invest in a development’s story, which then begins to plant permanent seeds in their mind, as if they were their own thoughts.
fMRI studies show that different areas of the brain light up depending on what a person is told or shown.
Your brain processes 'boring' facts and figures in two areas. Storytelling lights up your motor, sensory, and frontal cortices, which consolidates memory.
But with few or no contextual links, your brain would rather discard these boring facts. So, your role as a business storyteller is to bypass the brain’s tendency to delete uncontextualized facts by giving it some juicy, engaging content to mull over.
It all makes sense when you think about the neurochemicals that come into play during storytelling—Cortisol, Oxytocin, and Dopamine. Let’s look at how each influences your choices.
Cortisol, the fight-or-flight hormone. This is the chemical that either engages with something or sees it as inconsequential and lets it go. It’s the attention grabber. The headline. The enticing photo that makes buyers act now or pursue more information about a property.
Oxytocin, the emotional responder. If your story paints a picture of how the buyer might experience the property or imagine the fabulous lifestyle they might have there, then neural coupling is coming into play! Your brain is more likely to lay down highly emotive experiences into memory, so this is where your story becomes unforgettable.
Dopamine, the feel-good hormone. You've spruiked the property’s benefits, paying particular attention to the buyer’s potential lifestyle. They’re starting to feel very comfortable this is the property for them. Their excitement, visible or not, will be manifesting in their brain as a dopamine rush.
Why is this all so effective at influencing a buyer’s brain? It’s context. When we hear great stories, our brains are programmed to become part of the tale—essentially, we move into the story and become participants instead of onlookers.
Think about winning the lotto. We’ve all heard the rags-to-riches story of someone who woke up one morning as a millionaire.
What you probably don’t realise is that lotteries have told the story so often, and so well, we only need to hear the words ‘lotto’ and ‘win’ to start daydreaming about what we’d do if we were the lucky ones.
The lotto story is powerful. It’s emotive. And it’s totally wired into our desires for a better future.
Now, what if you could tell a product story that achieved that level of engagement with buyers? Just imagine what you could sell…
Tell more. Sell more.
You don’t have to be a master storyteller to hook a buyer in. The secret to good storytelling is knowing—and then connecting—with your audience. An apartment is just an apartment, until you tell its story.
For example, a 2-bedroom inner-city apartment is up for sale. You have three parties interested, from very different demographics.
1. An older couple looking to retire and downsize. What stories have you encountered or been a part of, that this client may find useful?
2. A young family. If you’re local and have children yourself, it’s a great way to gain trust by sharing that local knowledge.
3. An investor who doesn’t care for a story. They only want facts and figures. Well, they’re still stories. You might not talk about walking distance to cafes, or afternoon breezes from the deck. But your knowledge of the facts and figures will still paint a picture of whether it’s a viable investment or not.
Each of these scenarios requires a different, but relevant story.
a) The older couple might want to know about security, location of shops, hospitals, and companion animals.
b) The young family may want to be close to work, schools, transport routes, and sporting facilities.
c) The investor wants to know the costs associated with the apartment. The condition of the building, the rental return, and information on comparable properties.
Once you know what your client is looking for, you can tailor your story to make a connection and meet their demands. They’re now participating in the story of what their new life might look like. That’s neural coupling at work!
Don’t forget, your ability to engage with the buyer contributes to their level of trust in you. They expect you'll have knowledge of the locality, and insights into the market. Any advice about the property makes them more likely to listen to and engage with your stories.
The storytelling pathway
Know your audience: Asking relevant questions to the target audience is as important as telling a story. Once you’re in tune with what they need, you can deliver on it.
The hook: Begin with a strong headline, a riveting picture, or a statement that arouses curiosity. It’s important this isn’t a sales pitch—you’re trying to forge a connection with someone and gain their trust. (Hello cortisol!)
The emotion: You’ve asked the right questions and delivered a strong opening based on that knowledge. Now it’s time to sell the benefits of a lifestyle – what might they have in the future that they don’t have
now? Make sure you connect the dots for them and bring them on the wild neural coupling ride that a hit of oxytocin gives.
Conflict: It’s bound to show up—no story’s perfect for everyone in every way. Don’t be afraid to embrace the flaws, and trade them off with other benefits.
Satisfaction: You’ve answered all the burning questions. Sold the property’s benefits and the potential lifestyle improvements. The buyer is in the dopamine stage, motivated and feeling good about their decision to buy.
Use the power of storytelling to your advantage
Storytelling is a powerful selling tool. You can use it to create memories, forge connections, invoke emotions—and compel purchasing decisions based on neural experiences.
If you need help telling your story, we’ve got your back.