Source: Inman —
When buyers purchase a luxury property, what they’re really purchasing is a story. That’s according to Jack Cotton Jr., a Real Estate Professional with Sotheby’s International Realty – Osterville Brokerage. As he notes, items with a compelling backstory sell for more money in shorter periods of time — and that includes homes.
“If you think about the definition of luxury, one of the descriptors you think of is history,” he explains. “Every luxury item has a history. And what is history but a story?”
It’s a point not lost on Eric Iantorno, a Real Estate Agent at Pacific Sotheby’s International Realty. “Storytelling is so powerful in sales,” he says. “I am constantly telling stories — whether it’s in my social media, magazine ads, or in-person on a listing interview. Stories are what piece everything together.”
Both these agents rely on impactful storytelling to drive their business forward. So what are they doing right? Here are four strategies that have been fundamental to their success.
1. A flawless storytelling formula
Employing the methods of animation studio PIXAR, one of contemporary culture’s most successful storytellers, can be helpful.
“Whenever possible, we actually follow the PIXAR storytelling formula in creating a story for our listings,” says Cotton.
The system can be summed up like this:
“Once upon a time…” — set the context and characters.
“Every day…” — establish what ordinary life looks like.
“Until one day…” — suddenly something pivotal occurs.
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