A New Piece in Inman: Storytelling in Luxury Listings

I'm glad to share that a piece I wrote recently ran in Inman, the leading trade publication for the real estate industry. The article covers 7 storytelling secrets for marketing luxury listings, built around a handful of properties with real stories behind them: a home tied to Anthony Kiedis, one connected to the screenwriter behind Footloose, and Frank Sinatra's old desert retreat among them.

The core idea is simple. A listing description built only on square footage and finish-out details reads like every other listing. A description that finds the actual story behind a property, who lived there, what happened there, why it mattered, reads like something worth remembering.

This kind of writing is close to what I do every day for Berkshire Hathaway HomeServices California Properties, where pitch research I've contributed has also led to placements in Robb Report and Mansion Global.

You can read the full piece on Inman here.