The importance of your story when selling your home.
The results of the story I’ll be telling shortly might just get you thinking.
Storytelling has been around for years, from fables to the myths of hauntings and your Grandmothers stories of her years gone by. You’ll listen wistfully as she recounts her past purposefully, the emotion, the happiness. A dear past client of mine, who has since sadly passed away, told me how he’d shared a ring with Muhammed Ali, explaining how he’d travelled and found himself standing in a ring together, he was no boxer, but the emotion knocked him for six alone, he told me of what he learned that day and how it impacted his life.
It has been scientifically proven that your brain reacts very differently to stories than it does to facts.
Fact-based information lights up two areas of the brain whereas a great story lights up the whole brain.
Stories add value
The story behind a product adds a significant value to a product. Take Bremont, a new brand with an amazing story of two brothers and an aeroplane that landed in France. It’s a wonderful story of friendship and compassion, the rise of this prestigious brand is almost like a culture. When you’ve heard the story, you’ll want to be part of it too. Breitling has a story, as does Apple, Jo Malone and many more.
Recently we had the pleasure of working with some of the best local brands in Lancaster and Kirkby Lonsdale. We were drawn to the story of how The Bath House started, the journey, their why and the wonderful things they have done. It compelled us to buy into the brand, and may I say it, they have some of the most amazing perfume I’ve ever come across.
Still not sure? You’ll love this…
Joshua Glenn and Rob Walker wanted to put to test the theory of how storytelling can increase the value of a product significantly.
They bought some items from a thrift store (America’s version of a charity shop) and they sold them on ebay. They were all worth about a $1 and were selling on Ebay for roughly that amount. (If they sold at all). They asked some writers to come up with a backstory to the pieces and the results were significant!
They sold $128.74 worth of thrift-store junk for $3,612.51. That’s an increase of 2706%. WOW.
Your home will have a story too, here are a few stories from our past clients’ homes:
The Old Watermill, back in its day was originally powered by a beck that ran right through where the garden is now, the horse & carts would park across the front and wait to be filled. The family that lived there had done so since they took the derelict building and carefully restored it. They kept many of the original features including the beautiful main cog. They reminisced with stories of how their children used to play hide and seek. When families came around to see the home, we used to tell them why it was built this way, show them how the large wheel connected to the wall and how what is now a ‘wine cellar’ used to be the drying room. Rumour also has it that Mr Wilkinson of Wilkinson Sword used to live there. A historian has found iron in the ground which was part of the industry which lead to the razors being created, more than likely, right here. The local connection to Mr Wilkinson is very well known.
To showcase the home as it was was really important to the story of the home and eventually the sale. We commissioned a pencil sketch and showed the illustrator some old photos and some old paintings of the mill. It looks incredible and worked so well to create a visualisation of the history within. The owners and the new buyers requested a copy of the brochure to keep forever.
The history of the home can make a significant difference to the right buyer. They are being a significant piece of history and they often appreciate the value within that. You can’t put a price on the right story, its value will differ from person to person, what if that person wants to view your home tomorrow, what is the story you’ll be telling?
The old Watermill sold in 14 days. One viewer fell in love with the romance of the history, the feel, the warmth, the emotion and the pride the family had in it. They had a happy story, one that the buyers wanted to have too.
We have many stories in our homes:
- Barn at the Green used to be a potato Barn and the beams that are used we originally used in ships
- Juno in Ingleton was once the old tennis courts.
- Durham Ox Cottage was where the famous Durham Ox was paraded as it went around the country.
- Green Close, in Kirkby Lonsdale, was the old doctor’s surgery and the garden was the bowling green. It even has a grade II listed building on its grounds that was part of the church up the road, it was transported, rebuilt and now forms the most amazing showpiece.
- Elpha House has the scribed ‘W’ on an original window pane in her Georgian home, that one housed a young boy called William who used to get up to mischief!! It’s called Elpha hHouse which is Nordic for Fairy Hill and it stands proudly higher up than the rest of the garden on a hill. The lady who lives here now has had family that has owned this home for 90 years. It’s a remarkable story of love and happiness.
Do you have a story you can tell?
When you tell a story, you work the emotive part of your brain, studies have shown that when you share a story, your listener’s brain will exhibit the same response, it affects you, in the same way, building an emotive response. Powerful stuff!
Psychologists call this Narrative Transport!
Is your brochure or pictures telling a story? If not, why not?
I’d love to hear your story, the story of your home and even the story of your next dream home. Not sure how your story fits into your marketing, let’s grab a quick phone call and I’ll show you exactly. Call me on 01524 230722
Have a wonderful day
Want to know the Secret to a great brochure? Click here