Agency tips

Using brand storytelling to differentiate your agency

• By acaboom-admin on April 2nd, 2024 •

Why does a business that wants to sell functional items like shoes, pans and electricals instead invest millions in adverts totally unrelated to their products to (John Lewis)

Every John Lewis Christmas TV advert... so far - Radio X

And if you wanted to sell shoe repairs would you focus on the cost and quality of your repairs, or instead detail over 28 of your brand values and how you started the business? (Timpsons)

If you’re interested in why story telling and creating a cohesive narrative about your brand could be well worth the time and expense, read on.

Personal stories and gossip make up about 65% of our conversations

(Scientific American, University of Liverpool)

We love talking and learning. Storytelling is a powerful strategy to connect with potential buyers emotionally, ensuring a distinct advantage.   A business’s reputation depends entirely on its connection with its customers. When customers connect emotionally to your story, not just your product or service, they will be more loyal to your brand and more likely to recommend it to others. Plus, facts are 22 times more likely to be remembered if they are part of a story.

While other brands we know focus on products ‘I said you buy one, you get one free!‘ – It’s the emotional brand connection that gets remembered. Don’t forget the John Lewis bear and hare advert was made back in 2013!

Maybe you’ve recalled other ads while reading- the Cadbury’s Gorilla playing the drums or the Guinness ad with the strapline, good things come to those who wait. These narratives transform standard adverts and products or services into captivating tales that are sticky.

Perhaps you’ve seen the Timpsons family, or heard about the Timpsons brand, a family business since 1865 that offers free suit dry cleaning for the unemployed.

They have dedicated their brand to creating a wider story. The brand, style, font, logo and strategy, what it says, where it says sit, and why it does things all create a story.

They also have a story of their own ‘magic dust’. Their principles take up a huge proportion of their site! Principle such as

  1. No secrets
  2. Obsessed with our people
  3. Pick great people
  4. No big shots
  5. No head office
  6. No politics
  7. No cheats no ‘drongos’

Stories are a powerful tool in human communication. Research shows that the human brain responds to the descriptive power of stories in deeply affecting ways, influencing both the sensory and motor cortex.

It’s a whole story that we accept as truth. But brand storytelling isn’t limited to those with a multi-million pound budget.

How can you realistically start incorporating storytelling into your strategy?

Set the Scene

Before meeting with potential clients, you can set the stage.

First, to write a compelling brand story, start by identifying who your target audience is and what they care about. Then, hold a brainstorming session to determine which of your brand’s core values to weave into the story. Allow enough time to write, review, and refine.

If people love a brand story, 55% are more likely to buy the product in future, 44% will share the story, and 15% will buy the product immediately, so work hard to get this right!

Then, deliver it. Most agents send an automated or templated email, and that is it. Hardly a groundbreaking approach. Instead, you could use a pre-appointment presentation for a better opportunity to introduce your brand’s narrative and values. Incorporate a valuer video to personalise the experience and to start building the story.

  • Share why you’re passionate about property
  • Explain what your brand stands for. Are you all about modernity, heritage, data, and selling as a science or as an art?
  • Explain who you are (or who their valuer is)
  • Reference how you uniquely position properties in the market
  • Tell the foundational story of your agency.

This establishes a storyline for you to build on.

During the market appraisal: Bring the story to life

At the market appraisal, you can enhance your narrative.

What do you want to be remembered for? What is the message you want to transmit to your client in your market appraisal, and what do you never want them to forget? Consider the emotion you want to evoke.

This is why we always recommend an interactive presentation.

Data that moves. Images that slide. Animatons, video. They may forget what you say, but they will not forget how you made them feel – whether that was informed, clever, important or something else (which is important because emotions drive purchase more than logic!)

Use a tablet and share interactive elements like 360 tours or before-and-after sliders to make a pitch that is immersive and memorable. They then tell the story of the bits they remember to other stakeholders.

After the appointment: Cement the narrative

After the appraisal, follow up with a digital proposal that not only recaps the valuation but also reinforces your agency brand story. This proposal is an extension of the narrative you’ve been building.

How should they feel?



Spoiled for choice with data?

Or bowled over by beauty?

Ensure a digital proposal continues the visual and tonal themes of your earlier presentations and the story from your meeting. Everything should have a cohesive look and feel that resonates with your brand’s identity.

Look how much longer people read a blog when there’s a story!

Using storytelling makes a difference

Avoid the jarring approach of an incredible, moving and inspiring market appraisal and then a boring and basic Word or PDF document.

Tips for effective brand storytelling

When developing your brand’s narrative, consider what you stand for. Are you about luxury and exclusivity, family-friendly properties, or do you focus on eco-conscious values? Your tone, words, and visual style should align with these values. For example, if sustainability is a key part of your brand, use language that highlights eco-friendly features of properties and includes imagery and colours that evoke a sense of nature and renewal.

  • Use Emotive Language: Choose words that evoke emotions and create vivid images in the buyer’s mind.
  • Focus on the Experience: Highlight the lifestyle and experiences working with you can offer, not just specifications.
  • Be Authentic: Ensure your stories are genuine and reflect real benefits of the property, avoiding overselling or embellishment.
  • Include Testimonials: Real stories from satisfied clients can add authenticity and trustworthiness to your narrative.

Acaboom’s solutions are designed to integrate seamlessly with your brand’s narrative, offering customisable presentations and proposals that reflect your unique tone, style, and values. By leveraging these tools and techniques, you can transform ordinary market appraisals into compelling tales, making your properties not just seen but felt and remembered.