In content marketing, knowing the why is the difference between a successful message and one that falls on deaf ears.

The why is what will build the emotional connection with your audience. Emotions, not facts, are what will persuade someone to follow through on the action you’re asking them to take, whether that’s to download your PDF, go to your website, or visit your booth at the tradeshow.

But how do you do that in Real Estate? How do you build an emotional connection with an open house?

The trick: think about what would make your target market want to live in the home. It has nothing to do with the 3 beds / 2 baths; many homes have those. You want to focus on how the home can make someone’s dreams come true. You just need to know what those dreams are!

Here’s how to find your Why Statement:

1. Know your audience: What type of buyer is most likely to purchase this home?

2. What inspires them?: What will motivate them to purchase a home? What are they looking for?

3. Know your differentiator: How is this house different from others they might see? In other words, how can this house give them that thing they’re looking for?

Take that information and put it together into a single catchy line for your audience.

Sample Why Statements For Your Open House:

• The quiet community you’ve been searching for
• Where your kids can play freely and safely
• Retire the way you’ve always wanted

By painting a picture for your target audience that allows them to visualize themselves living in the home (that goes beyond just the features of the house), you’re more likely to build that emotional connection that will get them to start dreaming big and come to the open house.

Wondering how to make Why Statements work for your industry? Let’s chat – we’re always happy to help.

Happy Writing!