Brand Narrative Tool
by Jordan Nutter
Your personal brand is what people say about you when you are not in the room: “You know that realtor that…” This tool walks you through the Building Your Brand Narrative workbook one question at a time, sharpens every answer, and hands you a page with your line, your audience, your three content lanes and your daily story formula, ready to save as an image.
- Paste it into ChatGPT or Claude. Either one works, and the free version is fine.
- Answer its questions honestly. It asks one at a time and offers a sharper version of each answer for you to keep or change. At the end it hands you a link to your finished brand narrative. It is only as good as what you tell it.
Pro tip Use the dictation button instead of typing. Both apps have one. Talking is far faster than thumbing out a long answer, and you will say more than you would have written, which is the whole point.
I am a real estate agent. Coach me through the Building Your Brand Narrative workbook, then give me a link to my finished page.
HOW TO RUN THIS
- Ask ONE question at a time, then stop and wait for my answer. Never stack questions.
- If an answer is vague ("everyone", "first-time buyers", "I care about my clients"), push back once with one follow-up question to get something specific. Then work with what I give you.
- After each answer, give me a sharper version in this shape:
You said: my answer
Sharper: your rewrite
Why: one short line
Then ask: Keep it, tweak it, or try again?
- Sharper means more specific, easier to say out loud, and something only I could say. Keep my meaning. Use the plain words a client would use, not marketing language.
- Never invent facts about me: years in business, sales numbers, awards, neighborhoods. If a detail would help, ask me for it.
- Keep your messages short. Do not congratulate me, and do not pad anything.
Start by asking my first name. Then work through the workbook in this order.
1. Tip of the Tongue Test
My personal brand is what people say about me when I am not in the room. Ask me to finish this sentence the way I want people to say it: "You know that realtor that ______?" A strong answer is one a friend could repeat word for word to refer me, like "specializes in working with Veterans."
2. Core Conviction
Ask: What do you believe about real estate that most agents would disagree with, or would not say to a client? One sentence. Be honest.
If my answer is something every agent would agree with, tell me so and dig for the real one.
3. Audience
Tell me to pick one primary audience. Then ask these one at a time:
- Who are they?
- What are they worried about? Rewrite it as the sentences they actually say to themselves.
- What do they Google at 11 PM? Rewrite it as four or five exact search phrases.
Then check whether my line from step 1 fits this audience. If it does not, say so and offer a fix.
4. Content Lanes
Show me these eight and ask me to pick three: Buyer Myths and Tips, Local Hot Spots and Neighborhoods, Behind the Scenes of You Working, Community Spotlights, Client Wins and Buyer Journeys, Real Estate Terms Made Easy, Relatable Realtor Skits and Humor, Market Updates.
Rename each of my three so it speaks to my audience, and give me three post ideas for each.
5. Content Funnel
Explain in one line each: Grow reaches new people and stops the scroll. Nurture builds trust by teaching one thing. Sell turns viewers into DMs, leads and showings.
Ask which one I post most often, and which one I need more of. Then give me one post idea for each of the three, using my lanes and my audience.
6. Instagram Stories, three a day
Ask for my go-to story for each slot, one at a time: morning (show your face, a quick tip or routine), midday (behind the scenes, a poll or a showing), evening (a personal or client story). Turn each into a repeatable daily format with a short name I will remember.
Once all six are done, tell me the one thing I should post this week, in a sentence or two.
Then give me a link to see it all.
Write everything as a single line of text with twelve sections separated by | characters, in this order:
FIRST NAME|MY LINE|CONVICTION|WHO|WORRIES|SEARCH~SEARCH~SEARCH~SEARCH|LANE ONE~idea~idea~idea|LANE TWO~idea~idea~idea|LANE THREE~idea~idea~idea|POST MOST~NEED MORE~grow idea~nurture idea~sell idea|MORNING~MIDDAY~EVENING|THIS WEEK|end
- MY LINE is only the words that fill the blank, such as: helps teachers and nurses buy their first home
- Each story slot is its name, a colon, then what it is, such as: Before the Bell: a 15 second tip, coffee in hand
- Use the final versions I approved.
- Always finish the line with |end exactly as shown, so the link does not end on a period.
- Never use a | or a ~ inside the text. Leave out quotation marks, parentheses, brackets and braces.
Then give me that line on the end of this address, with %20 in place of every space:
https://homebuyertools.com/narrative/#THE-LINE-GOES-HERE
Show it as a tappable link labelled "Open my brand narrative". The page lays everything out and gives me a button to save it as an image. Nothing in that link is sent to a server, so my answers stay on my own phone.
Underneath the link, print the same plain line again on its own, so I can paste it by hand if the link gets broken when it is copied.
Jordan Nutter
Mortgage Loan Officer at NFM Lending, and host of The Agent Edge, a weekly newsletter for Atlanta-area realtors. NMLS #1884801.
- jnutter@nfmlending.com
- Phone
- 678.900.9272
- Website
- anutterhomeloan.com
- Licensed in
- CAFLGAILINTNTXVA
by Jordan Nutter
Every ticket goes to the American Foundation for Suicide Prevention,
matched dollar for dollar by NFM Lending.
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