Your personal story is your most powerful marketing tool. People choose a person they trust, not a logo. When you share who you are, what you care about, and how you help, you make it easy for buyers and sellers to say yes. This guide shows you how to shape a clear story, link it to proof, and tell it across all your marketing. You will also see simple ways to use AI and ChatGPT to plan, write, and polish your story so it shines.

What A Strong Personal Story Does

A strong personal story should do three things.

• Explain who you are and why you care about your suburb and community

• Show how your background helps buyers and sellers reach their goals

• Prove that you do what you say with simple facts and results

When you do this well, people feel safe with you. They see you as the local expert, a steady guide who knows the streets, schools, parks, and people.

The Simple Story Framework

Use this easy four part framework. Keep each part short and clear.

1. Origin

   • Where you are from and how you found your way into property

   • A moment that shaped your work values

2. Mission

   • What you believe about serving clients

   • The promise you make on every listing

3. Method

   • How you work from first call to settlement

   • Your local knowledge and your step by step process

4. Proof

   • Results, reviews, awards, and community roles

   • Quick facts that show you are the real deal

Aim for two or three sentences for each part. This becomes your base story for your website, listing kit, and social profiles.

Gather Your Trust Blocks

Trust grows when your story is backed by proof. Collect these items and keep them up to date.

• Local stats you can legally share such as average days on market and clearance trends

• Three to five short client quotes with suburb names and outcomes

• Two short case studies that show a challenge and your solution

• Community roles such as school sponsor, club volunteer, or charity support

• Local knowledge bites such as transport tips, school zones, council rules, or flood maps context

• Awards or credentials that matter to clients

Put these items in a simple folder. These are your Trust Blocks. You will plug them into your story across channels.

Shape Your Story For Each Place

Your core story stays the same, but the format changes by channel.

• Website About Page

  • 250 to 400 words

  • Add a warm photo and three Trust Blocks

• Listing Presentation

  • One page summary of Origin, Mission, Method, Proof

  • Add a short case study and one clear next step

• Social Media Bio

  • 120 to 160 characters

  • Include suburb focus and a clear promise

• Property Videos

  • 15 second intro that says who you are and why this suburb matters to you

• Email Signature

  • One sentence promise and a link to reviews

Write Your Core Story With This Template

Use this simple script. Fill the blanks with your details.

• Origin

  • I grew up in [area] and started in property after [moment].

• Mission

  • I believe every client deserves clear advice and strong communication. My promise is [promise].

• Method

  • My process is simple. Prepare the home with care, market to the right buyers, and negotiate with skill. I bring deep local insight on schools, streets, and lifestyle to help buyers fall in love with the area.

• Proof

  • In the past [time frame] I have helped [number] families move in [suburbs]. Average days on market [number]. Client rating [number] stars. Here are three quick results [result one], [result two], [result three].

Read it aloud. If it sounds like you, it is ready.

Tell a Short Case Study Story

Use this three part structure.

1. The Challenge

   • The owners of 12 River Street needed a fast sale before a job move

2. The Plan

   • We staged the home, priced with local data, and launched with targeted social video to buyers in a 10 kilometre radius

3. The Result

   • Sold in 12 days, three offers, final price 5 percent above expectation

Keep each part to one or two sentences. Add a client quote if you have permission.

Build Your Local Expert Map

Create a simple Local Expert Map that you can use in presentations and videos.

• Key streets and micro pockets buyers ask about

• School catchments and travel times

• Parks, paths, and family spots

• Cafes, markets, and weekend highlights

• Zoning notes and common council questions

• Recent stand out sales with prices if allowed to share

Turn this into a one page PDF. Bring it to every listing meeting. Film a short video walking through the map.

Use AI And ChatGPT To Help

AI is a helpful assistant for planning, drafting, and editing. It does not replace your voice. You remain the author. Here is how to use it well.

• Brainstorm

  • Ask for ten angles for your Origin and Mission

  • Ask for ways to link your background to local needs

• Draft faster

  • Paste your notes and ask for a first draft in your tone

  • Ask for two versions, one short and one long

• Edit for clarity

  • Ask to shorten sentences and remove jargon

  • Ask to keep a warm and confident tone

• Repurpose

  • Turn your About page into a 30 second video script

  • Turn a case study into a LinkedIn post and a flyer note

• Compliance

  • Ask for a checklist to avoid misleading claims and to include required statements in your area

Here are ready to use ChatGPT prompts. Copy and paste them into a new chat.

• Prompt 1

  • You are my branding editor. I am a real estate professional in [suburb and city]. Using the framework Origin, Mission, Method, Proof, draft a 250 word About page in a warm and clear tone. Include three short Trust Blocks that use local insight.

• Prompt 2

  • Turn this About page into a 15 second video intro and a 60 second listing presentation opener. Keep the same tone.

• Prompt 3

  • Create two short case studies using the Challenge, Plan, Result format. Each one should be 70 to 90 words.

• Prompt 4

  • Build a one page Local Expert Map outline for [suburb]. List streets, schools, parks, and two lifestyle facts buyers ask about.

• Prompt 5

  • Edit this bio to a 140 character Instagram profile and a 160 character LinkedIn tagline. Keep the key promise and suburb focus.

• Prompt 6

  • Give me a compliance checklist for personal bios and case studies in residential property marketing. Keep the steps plain and practical.

• Prompt 7

  • Create five interview questions I can ask past clients to collect better testimonials. Keep questions short and specific.

Story Starters For Different Backgrounds

Use the examples that match your path. Adapt to your voice.

• Former Teacher

  • I spent ten years helping children learn. Now I bring the same care and clear talk to every sale. I guide families on school zones, morning travel, and weekend life so they feel at home from day one.

• Former Tradie

  • Years on building sites taught me how homes are made. I know what buyers notice and how to present a property so it feels solid and loved.

• Long Time Local

  • I have walked these streets since I was a child. I know which pockets are quiet, which catch the breezes, and where children ride safely to school.

• Data Focused Marketer

  • I track local demand each week. My advice is based on fresh numbers, not guesswork. This helps sellers choose the right price and the right launch time.

Bring Your Story Into Every Touchpoint

Make your story visible in small ways across all your work.

• At appraisal

  • Share a 30 second version of your Origin and Mission

  • Show one case study and one Trust Block

• In your listing kit

  • Include your one page story and the Local Expert Map

  • Add a QR code to a short welcome video

• In open homes

  • Place a small sign with your Mission and a link to reviews

  • Hand out a suburb guide made from your Local Expert Map

• In weekly vendor reports

  • Link actions to your Method

  • Explain what you did and why it helps

• On social media

  • Post one local tip each week

  • Share one client quote with a simple story

Video Script You Can Use Today

Use this 45 second script as your base.

• Hook

  • If you want clear advice about [suburb], you are in the right place

• Who I Am

  • I am [name]. I started in property after [moment].

• What I Believe

  • My promise is to guide you with calm, clear steps and honest feedback

• How I Work

  • I prepare your home with care, market to the right buyers, and negotiate for the best outcome

• Proof

  • In the past year we helped [number] families move in [suburbs]

• Call to Action

  • If you would like a simple plan for your home, send me a message today

Record this in a quiet space. Smile. Keep steady eye contact. Add captions for people who watch with sound off.

Collect Better Testimonials With Simple Questions

Short and specific questions get useful quotes.

• What result were you hoping for when we first met

• What surprised you most about the process

• How did our local advice help your decision

• What is one thing we did that made the biggest difference

• Would you recommend us and why

Ask for permission to use names and suburbs. Keep testimonials under 40 words.

Ethical And Compliance Notes

Your story must be true. Keep these rules in mind.

• Do not claim results you cannot prove

• Use real numbers and time frames

• Use client quotes with written permission

• Follow privacy rules when sharing photos or addresses

• Avoid words that could mislead such as guaranteed or perfect

Ask ChatGPT to create a short compliance checklist you can review before publishing.

A Simple 30 Day Plan To Build And Share Your Story

Follow these steps. One task per day.

1. Write your Origin in two sentences

2. Write your Mission in two sentences

3. Write your Method in three steps

4. Gather three client quotes

5. Write a case study for 12 River Street using Challenge, Plan, Result

6. Build your Local Expert Map list

7. Ask ChatGPT to draft your About page

8. Edit it to sound like your voice

9. Create a 140 character bio for Instagram

10. Create a 160 character tagline for LinkedIn

11. Film your 45 second story video

12. Add captions and upload to your website

13. Create a one page PDF story for your listing kit

14. Post one local tip on social media

15. Share your case study as a LinkedIn post

16. Add a reviews link to your email signature

17. Design a simple suburb guide from your map

18. Print five copies for open homes

19. Ask two past clients for new quotes

20. Update your website with the quotes

21. Turn your About page into an email to your database

22. Record a 15 second video intro for property tours

23. Create a carousel post with your Mission and Method

24. Publish a blog on why people love living in your suburb

25. Share a school zone map with a safety tip

26. Post one short local story about a cafe or park

27. Review your results and note the top three posts

28. Ask ChatGPT for ideas to improve your next video

29. Refresh your case study with any new numbers

30. Celebrate progress and plan the next month

Quick Checklist Before You Publish

• Is the story clear in under 60 seconds

• Does it show local insight

• Are there two or three Trust Blocks

• Is the tone warm, calm, and confident

• Have you checked all claims and gained permissions

• Is there a clear next step for the reader

Final Thoughts

Your personal story is not a one time job. It grows as you serve more people. Keep it simple. Keep it true. Use proof. Share it often.

Let AI help you plan, draft, edit, and repurpose, but keep your own voice at the centre. When people feel they know you and trust you, they will choose you as their local expert.

Author. Ken Hobson