Plus, they’re sharing what this looks like in real life, with examples from agents and brands that are getting it right. You’ll learn how to use words that resonate and make your audience feel like THEY’RE the main character. Because they are!

What Starbucks Can Teach Us About Real Estate Marketing

You might think coffee and real estate have nothing in common, but hear us out. There’s a reason people are still lining up for Starbucks decades later, and it’s not just because of the caffeine.

In Building a StoryBrand 2.0, Donald Miller shares how Starbucks grew into a global brand because it sold an experience. People didn’t just walk in to grab a latte — they walked in to feel a certain way. Starbucks solved a deeper, internal problem: the desire for connection, calm, and a little moment of joy in the middle of a hectic day.

As agents, this is exactly what we need to be doing with our own marketing. When someone lands on your Instagram feed, website, or listing description, they’re not just looking for info — they’re also looking for a feeling. Do they feel seen? Understood? Like they’ve found someone they can trust to guide them through a major life decision?

Most agents can clearly answer “What do I offer?” (I help people buy and sell homes.) And they can usually show “What do I need to do to work with you?” (Call me. DM me. Let’s chat.)

But the hardest (and most important) piece of the puzzle is this:

How will working with you make their life better?

That’s the question your marketing needs to answer on repeat.

Because your clients probably know a dozen other agents. What makes you the one they choose?

Why Most Marketing Is Just Noise

Ever feel like you’re doing everything you possibly can on Instagram and still not getting the traction you want?

One of our favorite lines in Building a StoryBrand 2.0 is this:

“What we often call marketing is really just clutter and confusion sprayed all over our websites, emails, commercials, and social media, and it’s costing us millions.”

When your messaging isn’t clear, your audience tunes it out. Not because you’re not good at what you do, but because our brains are wired to block out anything that feels overwhelming, irrelevant, or hard to understand. And unfortunately, a lot of real estate content falls into that category.

The thing we have to remember is that our audience is thinking about their own problems. They’re wondering: “Can I even afford a house right now?” “What neighborhood should I live in?” “How do I even start this whole process?”

They don’t need another hero; they need a guide.

And that’s where you come in.

Your job as a modern agent isn’t to show off everything you’ve done. It’s to make your dream clients see themselves in your content and trust that you are the one who can help them get there.

So the next time you go to post, ask yourself:

• Is this helping someone solve a problem?
• Is this positioning me as a guide, not the star of the show?
• Is this clear and compelling or just adding to the noise?

The Real Estate StoryBrand Breakdown

At its core, the StoryBrand framework is about this:

A character (your client) wants something (a new home).
They run into a problem (the market is crazy, rates are high, they’re overwhelmed).
A guide (you!) steps in with a plan and a call to action.
The guide helps them avoid failure and find success.

That’s the story. And it’s happening in every good book, movie, and real estate journey.

The problem is that most agents position themselves as the hero. All those “Just Sold!” graphics and “I closed 3 deals this week!” posts might be impressive, but they don’t help your audience see themselves in your story. And that’s when you lose them.

So how do you flip the script?

You make the client the hero, and you become the guide. You show up in your content with empathy (“I get how hard it is to buy right now”) and competency (“I’ve helped buyers navigate this market and come out ahead”).

And no, this doesn’t mean you should stop sharing personal content. Actually, please don’t!

Sharing that you’re a mom, that you love iced oat milk lattes from your local coffee shop, or that you’re obsessed with summer concerts creates common ground. And common ground builds trust. When people feel like they have something in common with you, they’re more likely to stick around and eventually hire you.

And just like Chelsea’s outfit-of-the-day story or that on-brand pink Stanley cup moment, your seemingly small shares can spark real connection. They’re the reason someone thinks, “She gets me. I want her as my agent.”

So yes, your content should still reflect who you are — but through the lens of service.

And that’s the real secret to showing up like the go-to agent you are.

The Creek Analogy: How to Actually Move People Toward a Yes

If there’s one visual we want burned into your brain after this episode, it’s this:

In StoryBrand, Donald Miller introduces the idea that people only cross a creek (aka, take action) when they have clear steps in front of them. And that’s your job as the agent — to lay those stones, one by one.

Let’s break down what that looks like in a real estate marketing context:

• The first stone might be a fun, relatable post. Something personality-packed that builds familiarity.
• The next might be a helpful tip about the current market, or a myth-busting reel that makes someone go, “Huh, I never thought about it that way.”
• Then maybe it’s a quick story poll in your IG Stories: “Would you buy a fixer-upper if it was in your dream neighborhood?”
• Eventually, you’re dropping stones like, “Here’s how to schedule a mini consult,” or “Let’s chat about your buying goals over coffee.”

So if you’re ever wondering, “Is this story about my kid’s soccer game even worth posting?” or “Does anyone care what I did this weekend?”—remember the creek. Every piece of content that builds trust, makes someone feel seen, or opens up a conversation is a stepping stone. And those stones add up.

We’ll Say It One More Time: Don’t Stop Repeating Yourself!

Repetition is one of the most underrated tools in your marketing toolbox, and StoryBrand backs it up. In fact, the book talks about how clear, repeatable sound bites are essential if you want your audience to actually remember you.

Because contrary to what we may think, our audience isn’t hanging on your every word. They’re swiping through content while waiting in the school pickup line, watching Netflix, or walking through Target. That beautifully written post you spent 45 minutes crafting? Maybe 10% of your audience saw it.

Which means if you only say something once, it’s basically like you never said it at all.

So share your story over and over again — woven into different types of content and said in different ways. Your job is to keep showing up with a story and a strategy that reinforce who you are and what you do.

Repetition is what builds recognition. It’s how you become the agent people instantly think of when they hear “real estate” in your city. It’s why your audience starts saying, “Oh, she’s the one who does those free mini-consults,” or “She always makes the market make sense.”

At Modern Agent Social Club, we repeat the phrase real estate go-to girl like it’s our job. It’s the core of everything we create for our members. We weave it into captions, hooks, carousels, emails, even our podcast episodes.

Think of your favorite brands or creators. The reason why you know what they’re all about so well is because they’ve used repetition to their advantage.

And if you want to see this in action, go peek at accounts like @raisinglittletalkers, @dietitianwithtwins, or @thebalanceroutine. Their content is consistent, repetitive, and never confusing. You know what they do within three seconds of reading their bio, and their posts reinforce that every single time.

And if you’re ready to turn your Instagram into something that actually brings in clients, we’d love to have you inside the Modern Agent Social Club.

Let’s make your message the one they never forget.

This episode was edited by Adrienne Cruz.