Why Tell Stories (For Realtors)
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Why Tell Stories (For Realtors)


– Last week, (cheek shake) Leila flew from Utah to California because our daughter Ashlynn
was about to give birth to our first granddaughter. Once labor started, they were like, “Grandpa it’s time!” This was about one a.m., so I went to bed and planned on getting up and driving to Utah as soon as I woke up. About 6:32 in the morning,
the most perfect creature in the entire world ever, was born. (heavenly music) Later that day I started
driving to Utah, alone, to meet my new granddaughter. At about six p.m. I was on the I-15 North, going 75, 80 miles an
hour in the left lane. It was dark out, traffic was pretty light, and I was in my Ford
Fusion, which was packed with all of the junk my wife wanted us to bring up for the new granddaughter. Without warning I see something to my left jump in front of my car,
but it was only a foot in front of my car, and suddenly– (static) (pop music) My name’s Trevor Jones. I’m the Hollywood editor turned
fulltime real estate agent. My wife and I are killing it with video. If you want us to show you
how you can do the same thing, go and hit that subscribe
button right there. There’s one thing we can
do that can make our videos more impactful, more
powerful, more engaging, more likely to lead to closed
business, above anything else. And this is something we
all too often overlook in the real estate industry. I’m not gonna make you wait
to the end of this video to tell you what that one thing is. That one thing is, The reason is, the more
emotionally invested we are in anything, the less logical and the less objective we become. We all tend to think we make decisions using logic and reason
and facts and figures. All the stuff controlled by
our newer brain, the neocortex. But the fact of the
matter is that, we don’t. Our behavior is controlled with our primitive brain the limbic system. The center of emotion,
and that primitive brain, the limbic system has no
capacity for language. Our behaviors, our
decisions are controlled by our emotions and then later
justified by our neocortex, by our logic and reason. About five years ago I
had a conversation with my wife that went something like this. (airy music)
Hey Leila, the Ford Fusion gets 47 miles a gallon, way better than that gas-hog Infinity. And I drive like 65 miles a day, so just imagine how much money we’d save if we got a brand new car. Now by the time I had that
conversation with her, I’d been obsessing about
hybrids for weeks, and logic, facts, and figures had nothing to do with my
desire to get a new car, and she just shook her head as we walked out of the
dealership a few days later. Oh, and speaking of the Ford Fusion, you can see the fate of that car by clicking the link up here, and watching the video
on my other channel. The reason we should always
tell stories in our videos is because when we tell stories magical chemicals are
released in our brains, and these chemicals make us feel things. Tell the right stories,
release the right hormones, and your viewers will
become emotionally invested. When dopamine is released in the brain, your memory is improved,
there’s more focus, there’s more attention,
there’s more motivation. So how do you get dopamine
released in your viewer’s brains? You do it with good story telling. You tell a story that
leaves them anticipating, that leaves them wanting more. It doesn’t have to be a big cliffhanger like I kind of did at the
beginning of this video, but you want to build a
little bit of suspense. Any great movie has a story arc, and any story
arc has you wanting to watch the rest of the movie so you stick around to the end so you can
see what finally happens. Last week was pretty amazing. If you’re not a grandparent,
you can’t begin to imagine the joy I felt holding
my first granddaughter, for the first time. But a few weeks before that, we got a different kind of news. Leila and I work out pretty regularly, we don’t drink, we don’t smoke, we eat pretty clean, we try
to take care of ourselves, but sometimes no matter what you do, life has other plans for you. Leila went in for her
annual mammogram recently, and she opted for the 3D
version, the tomo, and, something appeared in the mammogram. And you know how the tech
can’t really tell you anything? But Leila knew right then
that something was up. After another mammogram and a biopsy, it turns out that Leila has invasive lobular carcinoma,
or breast cancer. Surgery is scheduled, we
don’t know for sure what will happen next, what the
outcome is going to be. We’ll find out after they
biopsy the lymph nodes, and run some other tests. And honestly it’s been
pretty rough on my wife, not knowing what her
future is gonna look like. We made a video to document
Leila’s journey so far, and specifically to encourage women to get their annual mammograms, and to opt for the 3D tomo because it is so much more effective. (heartfelt music) When you tell a story like that one, a hormone called oxytocin
is released in the brain. That makes someone feel more relaxed, more connected, more bonded to you, and more trusting. So how do you get oxytocin
released in your viewer’s brains? Well you create empathy with
the characters in your story. It makes them feel more human. One way to do that is to
be a little bit vulnerable when you are talking to your viewers. It’s okay to share bits about yourself. We’re all human beings, we
all go through struggles. It’s okay to share some
of yours on camera, with your viewers. The third hormone released in the brain we’re gonna talk about
today, is endorphins. When endorphins are released in the brain, you feel more relaxed, more
creative, and more focused. And how do you spike
your viewers endorphins? – Enough! All of you are beneath me. I am a god, you dull creature. And I will not be bullied by, ah– (cemented breaking) – Puny god. – You make them laugh. If you’ve got a sense of
humor, make sure you take advantage of it and use it on camera. I learned most of the stuff
I talked about in this video from a guy named David Phillips, His TED talk is linked below. He calls these three hormones, dopamine, oxytocin, and
endorphins, the angel’s cocktail. If you can get the angel’s cocktail brewing in your viewer’s brains with every video you create, you’re gonna be completely unstoppable. I’ve got some tips on how to do that, and some ideas on how
to come up with stories in your real estate and business videos in my next video right here, which you should totally check out. If you haven’t yet, please
go ahead and subscribe so you don’t miss out on future videos. I can’t wait to see the
stories you have to tell.

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