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, cleans up your answers at the end, 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 only digs deeper when an answer is too thin. At the end it cleans up everything you said and 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 - This is an interview. Ask ONE question at a time, then stop and wait for my answer. Never stack questions. - Do not rewrite, grade or comment on my answers as we go. Take each answer and ask the next question. - Ask a follow-up only when an answer is too thin to write from, like "everyone", "first-time buyers" or "I care about my clients", or when it is something every agent would say. Ask one follow-up question to get something specific, then move on with what I give you. - 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 ask these in 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 ______?" 2. Core Conviction Ask: What do you believe about real estate that most agents would disagree with, or would not say to a client? 3. Audience Tell me to pick one primary audience. Then ask these one at a time: - Who are they? - What are they worried about? - What do they Google at 11 PM? 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. 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, then which one I need more of. 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). CLEAN IT UP AT THE END Once I have answered everything, write my brand narrative from my answers in one message: - My line: the words that finish the sentence, said so a friend could repeat them word for word to refer me, like "specializes in working with Veterans." Make sure it fits the audience I picked. - Conviction: one sentence. - Who: my audience in a few words. - Worries: what they worry about, written as the sentences they say to themselves. - Searches: four or five exact phrases they type at 11 PM. - Lanes: rename each of my three so it speaks to my audience, with three post ideas each. - Funnel: what I post most, what I need more of, and one post idea each for Grow, Nurture and Sell, using my lanes and my audience. - Stories: turn each slot into a repeatable daily format with a short name I will remember. - This week: the one thing I should post this week, in a sentence or two. Cleaning up means more specific, easier to say out loud, and something only I could say. Keep my meaning and my details. Use the plain words a client would use, not marketing language. Then ask once: Anything you want to change? Make any changes I ask for, then give me the link. THE LINK 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 cleaned-up versions, with any changes I asked for. - 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