Since the beginning of time, humans have loved listening to and sharing stories as a means of exchanging information and connecting with others.

According to researchers, story sharing engages multiple parts of the brain and can even synchronize t​​he brains of the listener and the person telling the story (Socialbakers, 2021).

Why is this important to your social media marketing strategy as a real estate professional? Stories provoke emotion, deepen our connection with others, and enhance our ability to remember specific details. Let’s dive into a few considerations when incorporating storytelling as a real estate professional on social media.


Key Concepts to Keep in Mind when Crafting your Story

    • People want to relate to, aspire to, or feel inspired by the stories you share
    • Whenever possible, make the focus of your storytelling about your customers – “they are the hero of the story you are their guide” (Socialbakers, 2021)
    • Keep your audience’s emotions in mind, how do you want them to feel? Inspired, empowered, motivated, curious, excited?
    • Decide on the objective of your story. This could be to deepen connections with your audience or to get email signups via your landing page and freebie. (More on generating real estate leads via a landing page here.)
    • Think about the pain points of your real estate clients and share how you assist them in overcoming those obstacles. Remember to keep the focus on the client here, they should be central to your story
    • Incorporate a call to action (CTA) inviting the viewer to take action. This could be to encourage them to reach out to you for a complimentary home value assessment, or to invite them to use your free home buyer guide (template available to members in the C&C Dashboard)

Ways to Tell Real Estate Stories on Social Media


    • Happy client testimonials – ask clients to describe their real estate journey with you. What were they surprised by, what was rewarding for them?
      Share the story of your client – where they came from, what was their experience like, anything unique about their real estate story?

Team + Partners

    • Focus on members of your team, spotlight them with thought provoking questions. What is there favorite past time in the city where you sell, what is their favorite meal in town? Where could we find them on a weekend, who is their local hero?
    • Showcase partners who help make your transactions smooth. Title companies, photographers, staging companies, etc


    • Behind the scenes/ a day in the life
    • Share a challenge you and your clients persevered through to make it a win for all
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written by

Claudia Bell

Claudia is C&C's Marketing Director with a background in retail, commercial, hotel and residential real estate.

A Florida Native, Claudia loves being outdoors and on the water. Find her exploring homes in historic neighborhoods, squeezing a lime on something, or planning a trip somewhere off the beaten path.

Simple pleasures: a made bed and a hot baguette.