Here are some real estate case studies where companies excelled with storytelling in their marketing campaigns and experienced significant growth as a result:
Airbnb: The Belong Anywhere Campaign
Airbnb shifted from being a home rental platform to a global community by focusing on human connection and cultural exchange.
The “Belong Anywhere” campaign used personal stories of hosts and guests to showcase how Airbnb enabled unique experiences.
Corcoran Group: Instagram Stories
The Corcoran Group, a luxury real estate company, leveraged Instagram to tell visual stories of properties.
Instead of just listing features, they highlighted the lifestyle associated with each property—showing morning routines, cozy evenings, and vibrant neighborhood scenes.
Compass Real Estate: Local Heroes Campaign
Compass created a campaign highlighting stories of local heroes like teachers, firefighters, and healthcare workers.
They tied these stories to neighborhoods where these individuals lived, showing the emotional connection between people and their homes.
WeWork: “Make a Life, Not Just a Living” Campaign
Although primarily in the commercial real estate sector, WeWork excelled by focusing on stories of entrepreneurs and startups using their spaces.
They showcased the growth and innovation happening within their shared workspaces.
