A Story Worth Telling

In the early years of my speaking and coaching career, I believed my job was to pack as much information into my coaching sessions or presentations as possible. I believed the value was in all of the specifics I provided.

I would build decks filled with information. Tactics. Systems. Action Plans.

And I felt good about them. The advice was sound and the content was robust.

But I noticed that following a speaking engagement, or even weeks after a coaching session, people would share with me that an anecdotal story had resonated with them.

I used to share my own struggles with balancing a successful real estate career and being present as a parent. Like many agents, I struggled with navigating the demands of career and family. I used to tell the story of how I had chosen to prospect expired listings instead of watching my son's football practice. I had dropped him off, and as I drove away, seeing parents sitting on the sideline, I thought, "What am I doing? There has to be a better way!"

I ultimately decided that being present at my son's practice was something I didn't want to give up. The ancillary benefit was spending time and deepening relationships with the parents, some of whom were past clients.

Weeks after hearing that story, a coaching client said to me, "That story about missing your son's practice ... I haven't stopped thinking about that."

It wasn't my time management system.

It wasn't the tactics managing the calendar.

And it wasn't my incredible slide deck.

It was the stories. They came for the information, but the stories hold a place in their memory.

The industry is full of 'experts'. People who know things. Neighborhoods. The market. Negotiations. Marketing. Listings.

Given the plethora of content available in the form of presentations, social media reels, or graphics filled with our success statistics, why do we believe that these ae the messages that stick with our audience?

Consider this: the number of agents you are competing with in Houston has more than doubled since 2010 and is more than 25% higher than 2019; your friends, family, and past clients know more than one agent.

Where everyone is an expert and everyone 'knows' things, attention is hard-won. Stories matter.

When you think of your marketing messages, or the messages that you deliver in a presentation, generic facts or statements of 'expertise' are likely to fall flat. They are unlikely to stick with your audience past your meeting, let alone years after you post your reel or send your email.

What is memorable? Stories.

I recently had the good fortune to visit Denver, CO, to attend the 1000Watt conference, Signal. If you are unfamiliar with 1000Watt, they are a company that specializes in marketing and branding for the real estate industry. Great company. Great work. Great people.

One of the speakers, Chief Copywriter & Strategist Jessica Swesey delivered a powerful talk about the power of storytelling.

I know you have wonderful, compelling stories to tell. The time you saved a transaction in the 11th hour. The listing you successfully staged and sold being listed with another agent. The compelling before-and-after pictures of a listing that needed TLC before went live on the market. The buyer who didn't think they could afford to buy, but closed in time for their first child's birth.

The story isn't about the success. It's about the challenge that was overcome to get there.

Sweeney shared that (I hope she forgives my paraphrasing) stories need conflict. If a story is expected (too generic, too sentimental, or the ending is a foregone conclusion), it's forgettable. And specificity builds relatability; it creates something for people to connect with.

Because stories are how we transfer our experience into something meaningful.

Because stories create something memorable.

And you have stories worth telling.