Using Storytelling for Profit in the World of Income Properties

Storytelling has many magical powers. It creates personal connection, community and helps clients to better understand your product or service. The “story” is why they purchase (in this case income properties) in the first place or why they keep coming back.

Think of products or services that you have purchased where you told yourself, “I can relate to this” or “I’ve had the same experience”. Think about products or services that you bought into because you liked the history of how the business came to be or you like how they are giving back to the community or a specific organization that is important to you.

Storytelling creates meaning and connection.

It aligns people’s passions and brings them together. Maybe you’re on the same mission or would like to be. The story can take you there. The story can take you with it. So how does all of this turn into profits? And more specifically, how can storytelling benefit and generate more income for your income properties?

Whether you own short-term or long-term rentals or you offer once-in-a-lifetime experience rentals, the story is the key. Many of us have perused and scrolled endlessly through listings and click on a few that pique our interest, but what listings do you actually read or which ones do you seriously consider?

Our eyes read over facts quickly; how many bedrooms, how many bathrooms, what amenities are included, etc.

Sure, the facts are important, but what motivates you to read further and truly consider the property? The pictures and facts alone are not enough. It is creative content writing and storytelling that will bring your income properties to the next level.

Income Properties: These Listings need to Create an Experience from the Very Beginning.

Potential clients need to be able to envision themselves there and, in some cases, envision themselves staying or returning. So, how can you improve the content in your income property listings?

Discover the story and use it to your advantage

What sold you as the investor on the property to begin with? What drew you to the area and the space? What were the surrounding factors that you took into account? These are all part of the story of the property. Sometimes you have to dig even deeper to find the history and uniqueness of a property.

Who lived or has visited there before? When was the property built? For whom? And what purpose? You never know what you might find when you do a little digging. If you don’t know much about the property’s past, you could go as far as searching past deeds and titles.

Highlight the positives

No property is entirely perfect, and we certainly don’t want the flaws to stand out. Maybe there’s a fireplace that can create a cozy experience by the fire. Maybe the location is the strong point and so, you will want to focus on what you can see or do in the area. Maybe the weather isn’t the greatest at that location and so, you accentuate the indoor features and what can be done on a rainy or snowy day.

The details of course depend on the property and the location, but what’s important is clients seeing themselves living or enjoying their time there. These details can also be included in a binder or experience package. When clients move in or arrive, have useful products or tools available for their stay. If it’s a beach property, include a bottle of sunscreen. If it’s a cabin in the woods, include a map or some hiking gear.

These things don’t need to be expensive or elaborate but include anything that will add to the story and help clients imagine things they could do in the space.

Turn negatives into positives

While the previous point focuses on the positives, you still need to address the negatives. They are there, some stand out more than others, and some need to be outright addressed. For example, let’s say your property backs onto a railroad track. Rather than have clients concerned about the noise, you can highlight the time they will save on their commute or the nearby access to public transportation.

If one of the downfalls of your property is its size. Rather than using the word cozy, paint a picture about what can be done in the space. Instead of clients worrying about a small bedroom, describe it as a great work from home or exercise space. The same goes for the outdoor space, rather than the fact that the property doesn’t have a yard, highlight the features of the balcony or patio for unwinding after a long week.

Add descriptive words or adjectives

Use the power of words to your advantage. Rather than describing a rural or country home as such, describe the property as a place for simplicity and meaningful time together. If you are offering experiences or products to your clients, rather than “bottle of wine included” name the local vineyard that it came from and describe the tasting notes or possible food pairings.

If you are focusing on the features of the area, provide pamphlets or websites, or suggested day plans and itinerary. “Park nearby” all of a sudden becomes an opportunity for hiking, fishing, biking, or skiing. Again, you will need to do a little research into the area (or better yet visit it yourself, if possible) to get a better idea of the type of story you can write or the experience you can create.

A picture paints a thousand words

This might go without saying, but the photos that you include are so important. And not just a picture of the space itself but use effective and strategic staging to help convert your storytelling to profits. Rather than a picture of an empty living room and bare fireplace mantle. Have a fire going, books displayed, and maybe a glass of wine on the side table. This will not be possible in all cases but do anything you can to help clients envision themselves there.

In addition to pictures of the indoor space, include pictures of the outdoors. Sometimes this space is just as or even more important than the inside. If you are selling an experience, have stock (or personal) pictures of nearby places to visit or attractions.

These will help to tell the story, sell your passion, and generate profits for you and your income properties.

I invite you to book a Mindful Media Conversation with me to create a quick strategy and, receive ongoing support to help you implement that strategy!