Online marketing made it easier for real estate companies to reach their potential customers. If you're the only real estate agent in your town, you'll gain lots of benefits in creating an online presence. Your customers can reach out to you easily, and establishing trust is almost inevitable.
However, if you're one of the hundreds competing in the same space, standing out can be challenging. One good way to cut through the noise and bring your real estate business in front of your ideal customers is to create a StoryBrand website.
In this article, we will highlight the differences—how can your real estate business stand out when the competition is fierce? We'll also look at some StoryBrand website examples, so you can take notes, apply the best practices and see what works for your brand!
We took three StoryBrand website examples that clarify how a real estate website can be improved through the help of a StoryBrand certified guide.
1.The StoryBrand Framework Highlights Exactly What Customers Are Looking For
Many real estate agents and companies out there fall into the temptation of highlighting themselves too much on their websites. What makes a StoryBrand website stand out is that it shifts the focus of the content from your company to your potential customers.
Instead of highlighting your fancy suit and your power pose, a StoryBrand website invites your prospective customers into a journey of transformation—from someone who's looking for a better house to someone who lives her best life in a home where her family can thrive.
First Impressions Matter.
Conventional features such as the search bar, an updated property list, and neighborhood guides should also be on your website, but the landing page on your real estate website should highlight the more important steps your customers have to take to move forward.
You might find lots of StoryBrand website examples out there that look similar. That's because these websites follow the StoryBrand Framework—a seven-part process based on the structure of the best stories ever told.
It positions your customer as the hero of the story, your real estate brand as the guide, and follows an easy-to-understand process that helps you simplify your marketing message.
This framework helps you eliminate the information your customers don't need and highlight exactly what they are looking for in a real estate firm. Donald Miller’s StoryBrand Framework has helped lots of companies and brands communicate with their potential customers, and with a StoryBrand certified guide, you can also use this framework to improve your marketing message!
It gets to the bottom line of what the customer needs. Whether you want to purchase a home or refinance your property, it's so easy for you to navigate where you want to go. A small scroll down and you'll see the three easy steps for you to get started.
Plus, if you're still not quite convinced, they have a FREE document that can help you get your real estate offer accepted. It's informative, easy on the eyes, and, most importantly, clear.
The Two Kinds of Call to Action Buttons
In StoryBrand website examples like these, you can see two different kinds of CTA (Call-To-Action) buttons. The first one is called a direct CTA, a button you can click to move forward with the purchase process.
The other one is called an indirect CTA. This one gives you more information that will help your customer move to the next step and ultimately click on the direct CTA.
Indirect CTAs are important because they help establish your authority as a real estate brand that knows what they’re doing. The way you write the additional information, the font you choose, the kind of knowledge you share with your customers, all stack up and establish your brand directly.
Whenever someone bumps into your website and they’re not quite convinced with what you’re offering, an indirect CTA may change their mind.
2. StoryBrand Websites Choose to Tell The Customer's Story
Here’s the hard truth most real estate companies don’t want to face—your customers care more about their needs more than your brand story.
Real estate buyers have a lot in their minds. It's not enough for them to get a two-bedroom, the unit has to be located near their place of work, within a good school district, and a million other specifications.
At the core of the StoryBrand principle is the customer's story. StoryBrand websites give your real estate brand a chance to show up for your customers and make their home buying journey all about them.
Apart from outlining the information your customers need, your website should also be engaging enough for potential customers. One way to do that is to invite them into a transformation.
They're not just buying a home, they're completing a real estate checklist, doing right by their families, selecting a spot where they can be better. Invite your prospective customers into an adventure like this and you'll surely do better than the real estate websites that are confusing or too focused on themselves.
While NW Home Exteriors is not exactly a real estate company, their website gives you a good look into what a StoryBrand website should look like. The first thing you see is the solution you want to have: A Quality Roof Delivered With A Lifetime Warranty.
They planted their CTAs clearly and consistently, they made it so easy for you to find out more information about what they do, and they've got a good flow going with the customer reviews and their 100% Happiness Guarantee.
3. StoryBrand Websites Use Photos and Videos to Increase Brand Authority
Real estate websites are naturally filled with photos and videos. All the StoryBrand website examples we selected for this article are packed with photos of people who are smiling in great-looking locations. It's a visual business!
When you create your real estate website with your StoryBrand Certified Guide, make sure to create your BrandScript first.
What’s a BrandScript?
The BrandScript is your company's map to clearer marketing messaging. It outlines the solutions your brand is offering, the kind of people you serve, and the simplest ways for you to tell your customers about your business.
Your BrandScript helps you touch up on every detail of your company’s messaging, from the written copy to the images you use. For real estate businesses, images are very essential. You’re not just selling a house, you’re selling an experience.
In this final website example, you can get a glimpse of what life in Seattle is like when you work with the Rise Seattle Group. You may see the team sporting their sharpest looks, but above it all, they're all about helping you.
You can also see images of the homes they helped sell. The information about the homes is placed perfectly, and the ones they picked look excellent. In perfect StoryBrand fashion, they even have a section where the following was written:
The images and videos you place on your website should also add to the story you're trying to tell.
What Kind of Real Estate Brand Are You?
Your photos should reflect exactly what kind of home buying experience you want to bring to your customers.
If you want your brand to be associated with luxury, they should see high-end designer homes, exclusive locations, and views that only opulence can afford.
If you want to be the kind of real estate agent that families want to trust, place images of families smiling, bright-colored homes with areas where the children can run around and play.
Final Takeaways
Most real estate firms create websites to talk about themselves complete with photos of them posing with shiny suits. Customers care more about information and a pleasant home buying experience. What the StoryBrand Framework does is shift the focus of your website from your company to what your customers need.
StoryBrand websites are designed to invite your customers into a transformation, which turns them from someone who is in need of a better house into a person living their best life in a home where they can thrive.
The StoryBrand Framework creates a website flow based on the greatest stories ever told to invite your customers into a home buying experience by telling a story that's all about them. Stories capture the human mind unlike any kind of information out there because we’re all used to hearing stories.
When you show up to your customers with a story about them, your pitch walks a beaten path in their brains. A StoryBrand website, then, becomes easy to navigate. The elements look familiar, the information is so easy to understand, so they don’t need to burn a lot of calories to take the next step. This should be the goal of all your marketing materials.
If you want to take your website and marketing strategy to the next level, then we recommend that you invest in a StoryBrand website. This article only talked about a few yet essential tips on how to create your real estate website. But if you want to apply these principles to all your marketing materials, the best way to do that is through a StoryBrand workshop.
Join The Next StoryBrand Workshop
The StoryBrand Workshop is a two-day intensive workshop where you and your team get the chance to show up to the people you serve with the message they want to hear. You get to work with a StoryBrand Certified Guide, you can simplify your marketing message.
A clear marketing message can make all the difference for your business. It can improve your internal communication, you can use it on just about any platform you want to bring your businesses to, and you can make it easier for your customers to spread the word about your real estate firm.
If you’re ready to take your business to the next level, sign up for the next StoryBrand Workshop today!
Click here for more valuable information!
Integrating CRM for Enhanced Real Estate Marketing
In addition to creating a compelling StoryBrand website, incorporating a Customer Relationship Management (CRM) system can significantly enhance your real estate marketing efforts. A CRM system like GrowthStack CRM can help you streamline and manage your customer interactions, improve lead generation, and maximize conversions.
GrowthStack CRM offers a comprehensive suite of features tailored specifically for real estate professionals. From lead generation and management to contact the organization and automated follow-ups, this CRM empowers you to stay organized, track interactions, and deliver personalized experiences to your clients.
With GrowthStack CRM, you can:
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Centralize Customer Data
With GrowthStack CRM, you can consolidate all customer information in one place. This includes contact details, communication history, property preferences, and transaction records. Having a centralized database allows you to access crucial information quickly, enabling personalized communication and a better understanding of your customers' needs.
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Automate Lead Management
Efficient lead management is essential in a competitive real estate market. GrowthStack CRM offers automation features that streamline lead capture, distribution, and nurturing. You can set up automated email campaigns, schedule follow-ups, and track lead engagement, ensuring that no potential opportunity slips through the cracks.
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Enhance Customer Engagement
GrowthStack CRM provides tools to improve customer engagement and build stronger relationships. You can send personalized messages, track interactions, and manage tasks and appointments seamlessly. By staying connected and responsive to your customer's needs, you can establish trust and loyalty, leading to repeat business and referrals.
By incorporating GrowthStack CRM into your real estate operations, you can streamline your processes, enhance customer relationships, and boost your overall business growth. Sign up for GrowthStack CRM today and take your real estate business to new heights.
