As a real estate agent, team, or brokerage, you want–no, scratch that, you need –to stand out from other agents and make a lasting impression on potential clients.
One powerful tool that can help you achieve this is visual storytelling.
By harnessing the power of compelling photography, video, and graphics, you can create a narrative that captivates your audience and leaves a lasting impact.
Why visual storytelling works and why it matters
Humans are inherently visual beings. We are hard-wired to process and remember information better when it’s presented in a visual format.
Studies have shown that the brain processes images 60,000 times faster than text. Imagine what video would be…it’s 150 milliseconds. Source
According to the National Association of Realtors, 85% of buyers and sellers prefer to work with an agent who uses video marketing. Video tours and content can greatly enhance the client’s experience. Source
Capturing attention with photography
Kind of a duh one here right, but hear us out. High-quality photography is essential for showcasing properties. But beyond just displaying the features of a property, photography can tell a story.
When potential buyers scroll through listings, they are drawn to images that evoke emotion and paint a picture of what it would be like to live in that space. That’s why sunset photography continues to rank high of all exterior real estate photography!
From the warm glow of a sunlit living room to the inviting ambiance of a well-manicured lawn, each photo should contribute to the visual narrative.
Use-it-today takeaway: Try taking your listing photos in the early evening (at a time deemed “The Golden Hour”) or morning so the light is eye-catching and brings out an emotion in your audience.
Getting real with video tours
Video tours have become increasingly popular in real estate and for good reason. They allow potential buyers to experience a property as if they were walking through it themselves.
According to a report by HubSpot, including a video on a landing page can increase conversion rates by up to 80%.
Take clients on a journey through the property, emphasizing not just its features but the lifestyle it offers. By incorporating elements of storytelling into these videos, you can create an emotional connection with viewers and make them envision themselves living in the property.
Use-it-today takeaway: Instead of bombarding clients with features and numbers, weave a story that resonates with their aspirations. Use video to walk through your latest listing. Don’t be afraid to show the neighborhood features and benefits as well.
Creating compelling infographics
Infographics are a fantastic way to present complex data, or even just a deluge of data, in a visually appealing and easy-to-understand format. Use infographics to showcase market trends, neighborhood statistics, or even the process of buying a home.
By simplifying information and presenting it in a visually engaging way, you can capture your audience’s attention and make a lasting impression.
Use-it-today takeaway: Contact us to get a set of templates for you to use on social media any time you get a new listing
How to incorporate visual storytelling into your real estate brand
Now that you understand the power of visual storytelling, let’s explore how you can incorporate it into your real estate branding strategy.
Tell stories through property listing descriptions
Rather than simply list the features of a property, use your property descriptions to tell a story. Paint a picture of what it would be like to live here. Highlight the home’s main benefit, the secondary benefits, the neighborhood, and the updates.
By using descriptive language and imagery, you can capture your readers’ imaginations and compel them to take action. And people can tell if you’ve used ChatGPT to create your listing so if you go that route, get into that bit of text and add some color and unique personality.
Zillow’s research indicates that listings with well-crafted descriptions sell for 6.1% more than expected. Descriptions that tell a story and evoke emotions can influence buyer perception.
Use-it-today takeaway: Take your latest listing and re-write the description with a story that builds up your listing to attract someone to take action and book a showing.
The power of social media
Social media platforms, such as TikTok, Instagram and Facebook, are ideal for showcasing your properties. Post captivating images of your listed properties, share video tours, go live and explore a community, and/or share a client you’ve worked with-interview style.
Social media is all about building relationships, so use this platform to connect with potential clients on an emotional level.
A report by Vidyard and Ascend2 states that 83% of marketers believe video content is becoming more important, and 88% found that video is effective for lead generation.
Use-it-today takeaway: Create one video to use within the next month that showcases your real estate brand and engages your audience.
Collaborate with industry professionals
Collaborating with local photographers, videographers, stagers, and interior designers will enhance your visual storytelling efforts. You are the expert in real estate and that’s why people choose to work with YOU. They are the experts in visuals, work with them when you can!
Working with professionals who specialize in their craft can elevate the quality of your visuals and help you create a cohesive brand that stands out from the competition. Remember, the goal is to leave a lasting impression, and partnering with experts can help you achieve just that.
Use-it-today takeaway: Work with Finn & Gray to help hone in on your brand, including your unique visual story.
Storytelling isn’t just a buzzword in the world of real estate branding—it’s a necessary and powerful tool that can set you apart from the competition. By harnessing the power of compelling visuals in your photography, videos, and infographics, you can create a narrative that captivates your audience and leaves a lasting impact.
TL;DR – The Power of Visual Storytelling in Real Estate
- High-quality photography: Evoke emotion with stunning images—shoot during Golden Hour for maximum impact.
- Engaging video tours: Show, don’t tell! Walkthroughs and neighborhood highlights boost client connection and conversions.
- Compelling infographics: Simplify data to make market trends and stats visually digestible.
- Story-driven listing descriptions: Go beyond specs—paint a picture to make buyers feel at home.
- Social media = free marketing: Post photos, videos, and live tours to build relationships and attract leads.
- Collaborate with pros: Work with photographers, videographers, and designers to elevate your brand.
Bottom line: Stand out by telling a story with your visuals—because in real estate, emotion sells.