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The Importance of Authenticity in Driving Real Estate Success

Posted on July 7, 2022 | Read time: 3 minutes

Long before podcasts, tv shows, or even books, people have passed down knowledge through stories. Each story told connected people across time and were a way to entertain, share life lessons, and exchange experiences. As we continue to grow and evolve in the Digital Age, storytelling is still a vital way people communicate. By leveraging storytelling from current residents or Members, communities and clubs can share an authentic point of view. One that helps build trust and forms valuable connections with potential homebuyers.

The Value of Authenticity

There’s truly no better way to represent a community than hearing from the people who live there. From current residents sharing their experiences and their favorite country club amenity to future homebuyers expressing their excitement for the decision they made to purchase a new condominium, it’s important to connect with residents and find out what they love most about the community. Using the consumer’s voice and passion adds an unmatched sense of authenticity to any message conveyed. It’s relatable, more memorable, and draws in future homebuyers when they recognize that others genuinely enjoy that community.

Building Trust Through Video

Now that you have happy homeowners, how can you capture their enthusiasm and create something appealing for future homebuyers? The science of video storytelling, however, goes far beyond identifying stories and simply sharing them. Video content has significant value to both search engines and impacts the buyers’ decision-making. According to Forbes, 90% of customers say video helps them make buying decisions, and 64% of customers say that seeing a video of the home or homeowner’s experiences makes them more likely to buy. Video is also an excellent SEO component on any website, making it 50 times more likely to appear on the first page of a search engine results page, ultimately driving more website traffic. Video storytelling is a perfect way to represent the excellence and experience that homeowners can expect when living in your community.

Telling Your Community’s Story

At Cotton & Company, our team of marketing professionals recognizes that every community’s marketing program relies on the success generated by quality content. Cotton & Company works with a growing real estate portfolio of more than 1,700 clients worldwide to convey a community’s authentic message through video, social media, blogging, and more. A combination of unmatched creativity, innovative technology, and strategic thinking helps our clients stand out from their competitors and creates more quality leads and closed sales. Visit to learn more about how the team at Cotton can offer your team a personalized and authentic marketing program.

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