Interactive storytelling: the future of digital real estate

April 20, 2021

Harris Maxwell

This story-driven tech will change how you reach buyers and sellers

In the time it takes you to read this sentence, an online user has already formed an impression of a listing. The data shows that online users take less than two-tenths of a second to form a first impression.

“The real estate industry was already a digital world, but the pandemic accelerated a sea-change where online appeal is the new curb appeal,” said Nir Betan, Chief Strategy Officer at Studeo. “And it happens faster than you can imagine.”

Whether you’re talking about attracting buyers to your listings or sellers to your landing pages, what agents show prospects in those first precious few seconds of their experience online solidifies their expectations and immediately establishes your value.

“But looking at what most brokers and agents put out online, what do we actually see?” asks Betan. “Endless identical virtual tours, single property websites, videos, 3D tours, social media posts and listing data clutters what most agents show their audiences. Isn’t real estate supposed to be all about lifestyle, the emotional aspects of a home, and its community experience?”

Bring the ‘story’ of your listing to life

Different types of media, from video to 3D tours to photography, are already widely used in real estate. What interactive storytelling does is re-package that content differently, with text and visuals that work together as a linear narrative, so that the meaning behind it, the story, emerges and is understood at a deeper level. Simply designing it this way lends to even further creativity with other types of media, like cinemagraphs (moving moments in time), sound, and other types of interactivity.

The beauty of this strategy is its equity, working just as well in a lower-priced housing category as it does in the luxury space. It even applies to neighborhoods and listing presentations as much as to individual properties. That’s because while markets may change, the fundamental needs of our customers don’t.

“All of our leads and prospects are human beings, and storytelling is a universally proven strategy that works on just about everyone— regardless of background, which is why it’s poised to become the marketing strategy of the future,” said Betan

Learn more about interactive storytelling with Studeo  today!