power of storytelling in real estate - larocque case study

by BW Group on Thursday, October 5, 2023

After being brought in to take over a listing that had failed to sell, I found myself confronted with a familiar challenge. Here was a delightful suburban home in a good neighbourhood, but it had languished on the market for a full three months due to an initial overpricing mistake. Now, with the sellers facing an imminent move in just a matter of weeks, there was a real sense of urgency. 

The task at hand was clear: my team and I had to devise a different strategy to sell this home quickly, while also securing the highest possible price for my sellers. I knew we had to price it right to attract attention, but we also had to infuse this property with a unique story that would resonate with potential buyers. We needed to spark their sense of adventure, uncover its hidden potential, and forge a personal connection that would make buyers eager to call it home.

For the BW Group, listing a house is not just about showcasing its obvious features; it's about highlighting the non-obvious potential for a unique life journey within its walls. Instead of just focusing on the standard amenities, we emphasize the experiences and possibilities the house can offer its future owners. Our goal is to get them to see it as more than just a house but as a place where they can write their own story.

I decided to shift the emphasis from what the house had to what it could provide. 
In this video I described the lifestyle that was possible within those walls. What kind of gatherings people could host in the super ding-dong backyard? How the basement could become a haven for game nights and bonding with friends and family? How the hydromassage tub with glass panel could allow kids to pretend they were fish in an aquarium. 

Instead of the usual bullet points about square footage and appliance brands, I interviewed my sellers and crafted a narrative that depicted a day in the life of a potential homeowner: "Imagine hosting memorable family gatherings in the spacious backyard, with the gazebo, composite deck and a heated in-ground pool. It’s like your own private paradise. But it’s not just about the bricks and mortar. It's about the memories. Birthdays, celebrations, all right here.”

The results were astonishing. We were inundated with visit requests and received six offers within the first week. But most importantly, the buyers who did express interest were far more invested emotionally. They saw the house as more than just a shelter; they saw it as a canvas for their future memories and life experiences. There was a young couple with a baby, who were particularly drawn to the listing. Instead of pointing out things the house was missing, they talked about their aspirations of creating a warm and welcoming home for years to come.

It was clear that these buyers weren’t just interested in buying a house; they were looking for a place to raise a family, and build a future. The house was the backdrop to their life story.

By shifting the approach from a traditional listing to a story-based one, we succeeded in attracting the right buyer and in getting top dollar for the sellers. We even had other buyers lining up to make offers in second position, just in case the first offer didn’t go through. 

This is just one example of how the BW Group transforms a routine house listing into the beginning of a new chapter in people’s lives. 

If you’re curious to learn more about how our pricing and marketing strategies could help you or someone you know, don’t hesitate to reach out. We’d love to meet with you.