Storytelling, and particularly brand story video, is perhaps the single most powerful innovation in legal marketing. Brand story video brings the best of video technology together with the best of creative storytelling to ignite compelling, emotional connections.
Sometimes it’s hard for attorneys to change their mind-set from educational videos – explaining the need for and brilliance of various legal strategies – to storytelling for impact.
A few weeks ago, my real estate agent here in Colorado Springs shared her newly-minted brand story video. As I watched, I saw Holly was not talking about how many houses she had sold in the past year, or the average square footage of the homes she lists, or even the specialty niche she has built among military families. No, Holly was just telling her story. Sharing what motivates her, what she believes is her purpose. And I realized it is her personal sense of purpose that makes Holly such a great agent.
I started looking for real estate in Colorado Springs last summer. We had decided that the next move for Integrity Marketing was to build a ranch where we could bring attorneys from around the country to retreat, work on strategy, build their teams and grow their law firms.
I was fortunate to find Holly through an online search.
Readers who know me won’t be surprised to learn that I had a very specific list of things I was looking for in a property, to include of course, space for the horses. Holly showed me every property I requested to see. On trip after trip, I became increasingly discouraged. Not a single piece of property checked all of my boxes.
But, while I was becoming discouraged, Holly was just listening and asking questions. She was gathering the information she needed to help us find the perfect property.
I remember the moment when she finally got me talking about my vision for the Ranch. I never mentioned the number of stalls, acres, or bedrooms. I talked about bringing attorneys to a place where they could relax their defenses, work with horses, learn more about themselves and rediscover their dreams. I talked about our clients, their challenges as entrepreneurs, and the good work they do for families.
When I finally paused for a breath, she said, “This world needs more people like you.”
That was a statement I had not expected to hear from my real estate agent!
She went on to share how my vision had inspired her, and then … she thought she might know of the perfect property. When she brought me to see the Ranch, it was not to show me a place with 43 acres, six bedrooms, seven bathrooms, and a stables.
Holly brought me to see the place where my vision for Legacy Ranch could become reality.
I share Holly’s video to give you an idea of how brand story works, how it diverges dramatically from statistics, diagrams or charts. Holly’s video tells a simple, but powerfully authentic story. If you are searching for a property that is more than just a piece of real estate, if you are searching for a place to build your dreams – whether that dream is to create a home, nurture a family, or even build a retreat for lawyers – Holly may be your perfect fit. And you will know this from watching her video.