Storysharing:
Moving Beyond Features to Conversations That Connect
Why Storysharing Matters
"People don't remember everything we say — they remember how we make them feel."
Storysharing = responding with a story or a question that guides discovery and creates emotional resonance.
Features inform, but feelings inspire action.
Two Simple Choices
1
Tell a Story
Make possibilities real
"When I asked David what he valued most, he said he came for the amenities, but, surprisingly to him, what he enjoys most now is the sense of belonging."
Stories create vivid mental images that help prospects envision themselves as part of our community.
2
Ask a Question
Unlock emotion and curiosity
"When you picture your ideal life five years from now, what does that feel like?"
Thoughtful questions invite prospects to articulate their desires and discover what truly matters to them.
Story or Question: The Three-Step Approach
Acknowledge
"Absolutely, our amenities are incredible — many people start there."
Begin by validating their interest in tangible features.
Pivot
"What's funny is that I've found that most folks are really focused on the amenity list during their research, but once they move in, the checklist doesn't seem to matter quite as much."
Shift focus from features to outcomes and experiences.
Probe
"When you imagine your next chapter, what is important to you? What do you not have now that you'd like to have in the future?"
Invite them to articulate their deeper aspirations.
When Storysharing Matters Most
Moments where the right words change everything:
Discussing "Lifestyle"
Demonstrating Unique Value Compared to Competitors
Addressing Amenity Concerns (Pre-Construction)
Battling Commitment Anxiety
Reframing the Timing
Overcoming Macroeconomic or Political Concerns
When They Feel "Good" is Good Enough
When They Are Stuck on a Detail We Know Won't Matter
Focusing on Current Friends & Family First
"Is This Really For Me?"
Presenting Wellness
Concerns About Price
Group Exercise: Applying Storysharing
Let's put our Storysharing skills into practice. We'll break into groups to tackle additional prospect concerns, crafting both compelling stories and insightful probing questions that follow our three-step approaches.
Craft a Response, Story and Question Forms
  • Acknowledge: Validate their concern.
  • Pivot: Share a relatable anecdote and/or ask a probing question.
  • Probe: Ensure resolution by having them confirm your understanding, using as many questions as it takes.
Each group will be assigned a specific scenario. Your task is to develop a Story Path and a Question Path for your scenario, using the steps outlined above. You'll have 10 minutes to discuss and then we'll call on groups to share.
Group Exercise: Worksheet, Story Path
Your Scenario:
[Group to insert their chosen scenario here]
Acknowledge:

How will you acknowledge the guest's perspective, showing empathy and understanding?
Pivot:

Describe a specific, relatable story of a resident who overcame a similar concern, highlighting the emotional benefit or solution.
Probe:

Connect the story back to the concern, and confirm their feelings - positive or negative - via a question or series of questions.
Group Exercise: Worksheet, Question Path
Your Scenario:
[Group to insert their chosen scenario here]
Acknowledge:

How will you acknowledge the guest's perspective, showing empathy and understanding?
Pivot:

Ask a specific, probing question that provides them an opportunity to share more.
Probe:

Connect the response back to the concern, and confirm their feelings - positive or negative - via a question or series of questions.
Competitor Comparison
  • Colleen Divito
  • Janet Benavidez
  • Noemi Moore
  • Jason King
  • Patty Kinsella
  • Wendy Zeberlein
Pricing
  • Hal Looney
  • Stevi Hubbard
  • Deanna Cross
  • Veronica Fregoso
  • Arissa Foreman
  • Todd Cicerello
Amenity Not Complete
  • Jeff Hinkle
  • Melissa Tolson
  • Natalia Stavinsky
  • Kyle Eckerfield
  • Kacey Doubet
  • Frank Gstrein
Good is Good Enough
  • Jeff McQueen
  • Andrea Bottema
  • Josalyn Keegan
  • Michael Hernandez
  • Drew Park
  • Ella Montgomery
Lifestyle
  • Shauna Farmer
  • Keith McCann
  • Michael Perezchica
  • Kirstie Castro
  • April Schafer
  • Heidi Yetzer
Commitment Anxiety
  • Steve Berry
  • Abbie Lloyd
  • Deborah Sorenson Corona
  • Margie Van Lierop
  • Steven Fryer
  • Bryanne Potoski
Current Status Fixation
  • Michael Cali
  • Dillon Manns
  • Amy Hebert
  • Kara Thiel
  • Tammy Malsack
  • Charmaine Powell
Timing
  • Darrell Maness
  • John Brown
  • Tammy Lower
  • James Thoman
  • Ben Keilholtz
  • Casey Matthews
Stuck on a Detail
  • Sabrina Anderson
  • Drew Owens
  • Todd Sitz
  • Mark Gray
  • Tracie Gochenour
  • Matthew Croce
Macro Concerns
  • Alicia Reynolds
  • Preston Holdner
  • Dina McAree
  • Kathleen Everett
  • Robert Eufemia
  • Amber Inman
Is This Really for Me?
  • Jessica Romano
  • BreAnn Colvin
  • Brian Beard
  • Melba Hayes
  • Jennifer Griego
  • Ted Massouras
Wellness
  • Howard Branton
  • Jasmine Alger
  • Matt Oldenburg
  • Jason Enos
  • Laura Henderson
  • Patrick Wilson
Key Takeaways
Sell the feeling, not the features
Features are the stage; emotions are the performance. Help prospects envision how life will feel, not just what they'll have access to.
Lead with curiosity
The most powerful sales tool is a thoughtful question that helps prospects articulate what they truly want from this next chapter.
Use stories to inspire
Member stories create mental pictures that help prospects see themselves in the community and understand the transformation that awaits.
When we share authentic stories and ask meaningful questions, we don't just sell homes — we help people discover the life they truly want.
Thank You!
Scenario: Lifestyle Skepticism
"I've heard Trilogy talk a lot about lifestyle… but my house is where I'll live each day so I want to make sure that's perfect."
Story Path
"I completely understand wanting your house to be perfect; it’s where you’ll spend your days. Most people initially focus on the home, and rightly so. However, what I think most would tell you is that the perfect place to call home is a combination of the home itself and the community. In fact, I bet you most who've moved in would tell you that the community has turned out to be more important than they ever expected. You can buy a house anywhere. What can't be bought everywhere is a neighborhood that truly feels like home."
Why it works: Acknowledges focus on the house, then illustrates how community enhance the daily living experience at home.
Question Path
"I agree that finding the perfect place to live is the goal. When you imagine yourself living your next chapter, what are you hoping to experience that you don't experience where you currently live? How do you balance what you want out of the home itself with what you want out of your community?"
Why it works: Validates the importance of the house and links it directly to daily experiences and how community can elevate them.