Facts Tell, Stories Sell: Elevate Your Mortgage Business with Storytelling
Before I ventured into the mortgage business, I spent several years in retail, selling men's suits. It was a fun career, and one of the core principles we adhered to was: "Don’t give a feature without also giving the benefit." This simple yet powerful idea is just as relevant in the mortgage business and any other industry.
The Power of Features and Benefits
In retail, we used to say, "Here's a feature of a men's suit: These trousers are lined to the knee." But the real question is, "So what?" Why should the customer care? The benefit of lined trousers is that they reduce friction between the fabric and your body. Your thighs are likely the part of the trousers that touch the fabric the most, and more friction leads to faster wear and tear, including loss of color and material deterioration. Lined trousers, therefore, offer more durability and comfort, making them a higher-quality choice.
Relating This to Your Mortgage Business
Now, how does this principle apply to the mortgage business, especially in your marketing efforts? Whether you're on social media, creating content, or launching a marketing initiative, remember: "Facts Tell, Stories Sell."
People are naturally drawn to stories. If you've ever been to church, you might have noticed that great preachers tell compelling stories that help connect the congregation to their teachings. The same goes for your business. Telling stories can make your facts and figures more relatable and memorable.
Bringing Stories to Life
Next time you're putting together a marketing campaign or shooting a video, consider how you can weave in stories that bring your facts to life. Share anecdotes that illustrate the benefits of your services, client success stories, or personal experiences that highlight your expertise and values.
For instance, instead of just stating that your mortgage services offer competitive rates, share a story about a family who was able to buy their dream home because of the favorable rates you provided. This not only conveys the factual benefit but also creates an emotional connection with your audience.