storytelling in the city: 6 new rules for property marketing
TRANSCRIPT
Rule 1: forthe built environment
Be globalOur advice: Tell the story of how you’re
taking the world’s best and improving it for your market. forthe built environment
Rule 1: Be global forthe built environment
Next Chapter: Ask the original designer to comment on your adaptation of their idea.
Rule 2: forthe built environment
Be humanOur advice: Tell the story of the people
behind (and inside) the building. forthe built environment
Rule 2: Be human forthe built environment
Next Chapter: Gather the personalities from your development for a panel discussion or guided video tour.
Rule 3: forthe built environment
Be socialOur advice: Tell your story in snackable sizes
and shareable formats. forthe built environment
Rule 3: Be social forthe built environment
Next Chapter: Create a ‘social media documentary’ about your project or team and cover the journey the way a reporter might.
Rule 4: forthe built environment
Be part of the bigger pictureOur advice: Tell the story of what you’ll be
bringing to the neighbourhood. forthe built environment
Rule 4: Be part of the bigger picture forthe built environment
Next Chapter: Make the ‘community consultation’ phase of your development an ongoing stream of dialogue and a ‘learning lab’ opportunity.
Rule 5: forthe built environment
Be more than just real estateOur advice: Tell versions of your story that
speak directly to different stakeholders and their interests.
Rule 5: Be more than just real estate forthe built environment
Next Chapter: Create a ‘translation guide’ to help each tribe in an organisation understand the other departments’ priorities.
Rule 6: forthe built environment
Be unexpectedOur advice: Tell a story that uses a
memorable hook - a personality, image or object.
Rule 6: Be unexpected forthe built environment
Next Chapter: Ask a local historian, a film maker or a street artist to collaborate with you on the stories, films or visuals you create for your project.
6 new Storytelling opportunities:Be globalBe humanBe socialBe part of a bigger pictureBe more than just real estate
6 new Storytelling opportunities:Be globalBe humanBe socialBe part of a bigger pictureBe more than just real estateBe unexpected