Real estate investing can feel like navigating a maze—but what if the secret to success isn’t just data or deals? What if it’s the stories we tell? That’s exactly what Steve Rawling, owner of StoriesThatWork, explores on the latest episode of Deal Nation powered by Launch Control. As a master storyteller and seasoned salesman, Steve explains how crafting the right narrative can be the game-changer for any real estate investor.
Stories That Sell
In the episode, Steve shares how he first connected with host Michael through a podcast with mutual friend Bryan Driscoll. It was there that the idea of storytelling as a powerful sales tool truly took center stage. Steve emphasized that stories aren’t just about entertainment—they’re strategic.
“People make decisions emotionally and then back them up with logic,” Steve explains. “If you’re just throwing numbers at someone, you’re missing the chance to connect. But when you tell a story, you’re showing them something they can relate to.”
This isn’t just theory—it’s a strategy Steve has seen work time and again in real estate investing. For example, instead of pitching a property as “a 3-bedroom, 2-bath in a great school district,” he suggests crafting a narrative around the family who could live there—their morning routine, the laughter in the backyard, the milestones they’ll celebrate. Stories turn statistics into possibilities, and possibilities sell.
Breaking Down the Framework
Steve’s approach to storytelling isn’t about being flashy or dramatic. It’s about being human. He breaks down his storytelling tactics into a simple, actionable framework:
- Start with the Problem: What challenge are you solving? For real estate investors, this could be anything from helping a family find their dream home to solving a distressed seller’s financial troubles.
- Introduce the Hero: Spoiler alert: the hero isn’t you. It’s your client. Positioning them as the hero makes the story relatable and empowering.
- Paint the Transformation: This is where you showcase the change you can create. What does their life look like after working with you?
- End with Action: Every good story leaves the listener wanting more. Steve advises ending with a call-to-action that’s clear and compelling, whether it’s scheduling a call, visiting a property, or signing a deal.
Why It Works in Real Estate Investing
Storytelling is a skill that applies across industries, but it’s particularly potent in real estate. Why? Because homes aren’t just investments—they’re emotional purchases. Steve’s insights show how you can bridge the gap between an investor’s head and their heart, creating deeper trust and stronger relationships.
“The way you make people feel will always be more memorable than the specifics of what you say,” Steve points out. This is especially true when dealing with homeowners in distress. They aren’t just selling a property; they’re navigating one of the most emotional decisions of their lives. A story-driven approach builds rapport and makes your offer stand out in a crowded market.
A Real-World Success Story
During the episode, Steve shares a standout moment from his own career: a deal where storytelling made all the difference. A hesitant seller was on the fence about moving forward, overwhelmed by numbers and legal jargon. Steve reframed the pitch, telling a story about another family who’d faced a similar challenge and how selling their home opened a new chapter for them. That simple shift in approach closed the deal—not because of logic, but because of connection.
Build Your Brand Through Storytelling
Steve doesn’t stop at individual transactions. He emphasizes that storytelling is also a powerful tool for building your brand.
“Your brand isn’t just your logo or website,” he says. “It’s the stories people tell about you when you’re not in the room.”
For real estate investors, this could mean sharing your journey on social media, highlighting your wins (and lessons learned), or even spotlighting your clients’ success stories. Platforms like YouTube, Spotify, and Apple Podcasts—where Deal Nation is thriving—are perfect for amplifying your voice. And if you’re ready to level up your storytelling, Launch Control’s SMS marketing platform can help you reach the right audience at the right time.
Tune In to Deal Nation
Whether you’re a seasoned investor or just starting out, this episode of Deal Nation powered by Launch Control is a must-listen. Steve Rawling delivers practical, actionable advice that will change the way you approach real estate—and maybe even how you approach life.
Ready to dive deeper? Catch the full conversation on YouTube, Spotify, and Apple Podcasts.
And don’t forget to explore the tools and resources available at Launch Control to supercharge your real estate investing business.
The Bottom Line
Real estate isn’t just about properties—it’s about people. Steve Rawling’s storytelling tactics offer a refreshing reminder that deals are closed when clients feel seen, heard, and understood. As Steve says, “The right story, told the right way, will do more than sell a home. It will build a relationship.”