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Adrian Bo shares how storytelling in real estate can influence buyers, win listings, and strengthen vendor relationships.
The Hidden Skill That Sets Elite Agents Apart: Storytelling
Most agents focus on numbers, scripts, and marketing tactics. These are all important, but they are not what separates top performers from the rest of the market.
What sets them apart is the ability to tell a story.
This isn’t about being dramatic or theatrical. It is about being clear, relatable, and human in how you communicate value. Great agents don’t just talk about property. They talk about people, purpose, and outcome.
At a Listing Presentation
Vendors are not short on facts. They have seen suburb reports and market updates. What they want is to know who they are trusting and why it matters.
The strongest agents I’ve coached bring the conversation back to the client. They share short, relevant stories. For example, a vendor who faced a similar situation and still got a great result. Or a case where careful pricing strategy avoided months on market.
You are not just listing homes. You are helping people make life-changing decisions. When you show you understand that, your conversion rate changes.
At Open Homes
Storytelling works with buyers too. Instead of pointing out rooms and finishes, bring in context.
“This is where the owners had Sunday lunches with their grandchildren. The afternoon sun here is beautiful.”
You are helping people picture their life in the home. That is what drives real interest. It goes beyond ticking boxes. It creates connection.
With Vendor Feedback
Most agents struggle with giving honest feedback without sounding negative. Storytelling solves that.
Instead of saying, “We had 4 groups through and no interest,” say:
“We had a young family walk through today. They loved the outdoor space but said the price point pushed them to compare it with newer homes down the road. That tells us something.”
This is clear, respectful, and useful. It keeps vendors engaged and informed without damaging trust.
On Social Media
Storytelling isn’t just for in-person conversations. Top agents use it in captions, emails, and videos. Instead of saying, “Another property sold,” they explain why it sold, who bought it, and what the process was like.
It builds credibility and reminds people of what you actually do for clients. That is how you become known in your area.
You do not need to be a creative type to use storytelling. You need to be consistent and intentional. Speak in examples, not just facts. Use language that people understand. Keep your message about them, not about you.
In my coaching, we break this down so agents can use it at every stage of the process. It becomes part of how you work.
The agents who connect through story are the ones who stay top of mind, earn trust, and secure business.
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