“Always be the Guide, Never the Hero,” Says Donald Miller

In the world of marketing, you can’t go to a conference or read five tweets without coming across #storytelling. Storytelling is not a new concept, but it became a buzzword in recent years with the rise of technology. In the digital era, the way businesses are able to connect with consumers requires a good story. 

Consumers are motivated to purchase, in part, by a very important chemical in the brain called oxytocin. This is the “connecting” hormone or the one that tells us “this person is safe.” In a world where we no longer connect face to face for every transaction, storytelling has become a critical component to building trust and becoming memorable with today’s consumers.

As a loan officer, building trust is the foundation for success. Consumers today, especially younger consumers, are skeptical. Millennials entered adulthood during or immediately following the financial crisis, so getting the signal to their brains that “this person is safe” is a crucial first step.

So how do you tell a story that connects with today’s consumers? Best-selling author and storytelling guru, Donald Miller, says to position your stories with the consumer as the hero.

Donald Miller is a massively influential and nationally renowned brand and community builder. Through his company StoryBrand, he helps companies connect to their customers. And his book, Building a Story Brand: Clarify Your Message so Customers Will Listen, is a #1 New York Times Best Seller.

Mortgage Coach recently had the opportunity to host Donald on an interview, in which he explained three key concepts to building trust, being memorable and branding with your clients:

#1 Always Be The “Guide,” Never Be The “Hero”

“When we say, ‘I closed the most deals’, it sounds to other people like, ‘I got the most money out of gullible people.’ And you really don't want to frame it that way,” he says. “What you want to say is, ‘I’m the person who’s helped the most people get into their dream home’; ‘I’m the person who helped the most people organize their finances’; ‘I’m the person who’s helped the most people achieve financial peace’.

You’ve got to understand the pain points your customers, Donald says. “You're somebody who solves people's frustrations. And the more you think that way, the more business you're going to receive because that's what they're looking for. They’ll think you’re the hero, but they need to come to that conclusion themselves.”

#2 Keep It Simple

Buying a home is already a stressful process, and most people haven’t spent years of their lives understanding what “underwriting” and “PMI” mean. Simpler is much better when communicating a complicated process. “Talking at the 4th-grade level is going to get you farther than talking at the 8th-grade level,” Donald says. Consumers are more likely to feel safe when they can understand you. 

In a recent survey performed by Cultural Outreach, 87 out of 100 recent Millennial homebuyers said the loan process was complicated, and the majority complained about not feeling confident going into the closing. “It’s a mystery, it's scary, it feels vulnerable and dangerous.” Simplifying the process and removing the smoke and mirrors would make you look like a hero in the eyes of your customer.

#3 Provide Clarity and Transparency

Empower your consumers to walk confidently across the finish line in their mortgage story through a transparent process. You achieve this by providing the total cost over time and by showing customers’ prepayment options that will help them build wealth faster through real estate. For a fantastic example of storytelling, check out Shannon O’Hare’s video of providing a Total Cost Analysis on her way up the mountain to ski. This is a great example of a local mortgage advisor connecting her story with a customer’s story about transparency.

“Providing TOTAL COST ANALYSIS clarity and transparency makes you the guide and makes your competition look like the villain,” Donald explains. “the Total Cost Analysis makes it easy for the family to understand their options and make the mortgage experience both valuable and memorable.”

CLICK to check out the Todd Duncan Total Cost Analysis and he includes some scripting for your next borrower and Realtor conversation

CREATE YOUR OWN STORY BRAND VIDEO TODAY

We recommend you create a video that positions you as the guide, not the hero on Facebook today and share one of your videos that's been influenced by Donald and StoryBrand in the Mortgage Coach Facebook group or in the comment section below.

WATCH THE FULL DONALD MILLER INTERVIEW ON YOUTUBE

WATCH AN 8-MINUTE HIGHLIGHT ON IGTV