Real Estate Marketing: Leverage Your Story

Cole Wiebe
October 16, 2014
Read time: 2 minutes

Have you ever been guilty of underestimating the value you bring to prospective clients?

Do you see competing agents as having more going for them? Do they have more years in the business, and an enviable reputation for being the go-to person for listing or showing homes in your area? Do their signs seem to be on every desirable property? Perhaps they have the token Mercedes or Range Rover for schlepping clients around in style, while you drive a Honda.

You may be overlooking your #1 advantage.

The ace up your sleeve

Have you ever apologized for the career you had before real estate, or tried to hide your history? Here's the thing; not that many enrolled in the real estate licensing course right out of high school or university, or are second or third generation agents who grew up in a prominent real estate family. Most of the top performers had another life before real estate.

Your life experience can become your greatest asset, because it helps you better relate to a certain type of prospective buyer or seller. What you see as a very "ordinary" and unrelated past, may in fact be the very thing that helps you stand out above the ambient noise.

Your story is your leverage. There are buyers and sellers who will be able to relate better to you than any other agent because of your life experience. Instead of hiding your story, you should include it strategically in your content marketing strategy.

An agent who loves sailing is prefect for publishing a sailing blog, and highlighting the features of prime boat properties in Deep Cove. Another who loves riding horses will naturally be an excellent fit for describing the horse properties and horse-friendly trails in Cloverdale. If you had a former job that involved relocating frequently, your story will resonate with a family being moved to a new geographic area. Highlight and capitalize on your strengths. The more challenging the economy is, the more people will seek out specialists.

Final thoughts

Adding a stylish new IDX widget or animated image gallery to your website isn't going to make visitors contact you. People prefer doing business with people they like, feel they can relate to and trust to get the job done. Your website should showcase your story and let your prospective clients meet you in a natural way.


Cole Wiebe, content marketing expert, Vancouver, BCCole Wiebe helps brands and professionals grow their influence and value online; so they can “out content”™ their competition. Cole is a content strategist, content writer, conversion copywriter and online marketing coach.

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One comment on “Real Estate Marketing: Leverage Your Story”

  1. Increasing our chances in the real estate world is not that easy. You have to give much efforts to make your strategies work. If you read this one, you will now have the idea on how you can leverage your real estate story.

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