How does storytelling participate in improving customer trust in real estate agencies

Abstract

This thesis investigates how storytelling can foster trust between real estate agents and their clients, recognizing the critical nature of trust in significant financial and emotional real estate decisions. Storytelling is identified as a powerful tool for agents to establish trust, convey authenticity, create emotional connections, and communicate complex information engagingly. The research examines how storytelling, when integrated with agent attributes such as professionalism, physical attractiveness, similarity, and —which are key factors in increasing trust— influences clients' perceptions and trust levels. Through quantitative analysis, including client surveys, the study demonstrates that storytelling significantly enhances customer trust, particularly when agents prominently feature their key attributes. Mediation analysis shows that professionalism and physical attractiveness fully mediate the relationship between storytelling and trust, reinforcing their importance in the trust-building process. This thesis contributes to the broader understanding of effective communication strategies in business, advocating for storytelling as a crucial method for fostering trust in the real estate sector. By emphasizing agent attributes in narratives, real estate professionals can maximize the benefits of storytelling, enhancing client trust. While the results are promising, further research is needed to validate these findings across different contexts and ensure their generalizability.