Most Realtors promote their success with simple SOLD graphics, quick captions or short social posts. It is fast but it rarely builds trust. In this episode of Leads Are Sh*t, Andrew Fogliato and Taylor Hack make the case for a different approach. They explain how to turn everyday listings into story-driven case studies that attract higher-quality clients and support long-term brand growth.
A case study does more than announce a sale. It shows how the sale happened, why it mattered to the client and how the Realtor guided the process. Fogliato and Hack argue that this type of storytelling can help Realtors stand out in crowded markets and give consumers a clear sense of what working with them is really like.
Document the full journey
The episode outlines a simple method for capturing the details that make a listing worth talking about. That includes the first call, early concerns, pricing conversations, staging or prep work, unexpected issues and the final result. These moments create the structure of a strong case study and reveal the Realtor’s role in solving problems.
Fogliato notes that the challenges in a transaction are often more valuable than the wins. A failed inspection, a financing delay or a tough negotiation can all become relatable parts of the story. When handled properly, they demonstrate skill, experience and composure.
Move away from “sold over asking”
The hosts explain why “sold over asking” messaging has lost credibility with consumers. Many buyers and sellers now assume that underpricing strategies are behind those results. Fogliato and Hack recommend focusing on outcomes that matter to clients, such as clarity, timing, stress reduction and final satisfaction.
Use plain language that reflects what the client actually valued. For example: “The sellers achieved a better result than they expected and felt confident through the entire process.”
Build a library of stories
Realtors can benefit from creating a library of case studies across different property types and client situations. Condos, century homes, luxury listings, estate sales, first-time sellers and upsizers all present different challenges. A diverse set of stories can help agents respond quickly when a new lead arrives.
Sending a relevant case study to a prospect often does more than a pitch deck. It shows proof builds trust and signals competence.
Use simple systems to produce the content
Use a “10 80 10” workflow to leverage AI to create simple case studies to start. The agent provides 10 per cent of the context, allows AI to create an 80 per cent draft and then edits the final 10 per cent to ensure accuracy and voice.
They also recommend capturing short on-the-go videos during the listing process. Simple clips recorded after appointments or milestone moments can be edited later into short or long-form content.
Put the case studies to work
Story-driven case studies can be used across multiple channels. Listing presentations, drip campaigns, social media, video content and remarketing ads all benefit from stronger narratives. The aim is to highlight real experiences rather than pushing generic claims.
Case studies approach attracts better fits. Case studies tend to draw clients who value process, communication and professionalism, rather than those driven by discounts or speed.
A marketing asset that compounds
A well-told case study can generate value long after a transaction ends. It becomes an asset that can support marketing for years. For Realtors focused on sustainable growth, this approach creates a more credible and differentiated brand.
Watch the full conversation for more examples, scripts and workflow tips.