We’ve all heard someone say, “You need to provide value” – right?
If you’re anything like me, you’ve probably heard that phrase thousands of times, especially when it comes to the content you share on social media! They tell us to:
- Post market updates
- Share tips for buying or selling
- Educate our audience.
While this advice isn’t wrong, it’s incomplete.
Here’s the truth: Value alone won’t convince someone to work with you. Not anymore.
Let me put it this way: You spent roughly 5,000 days in school. Do you remember what you learned each of those days? Probably not. But if I asked you to name your favorite teacher and share something you learned from them, you could probably tell me that teacher’s name and a funny story about them!
Why? Because your favorite teacher didn’t just teach—they impacted you emotionally. They made you feel something. And that’s the secret to transforming the value you provide into clients who take action: attach emotion to it.
Why Value Alone Isn’t Enough (Anymore)
Giving value—whether it’s a list of market trends, first-time homebuyer tips, or staging advice—builds rapport. But rapport alone doesn’t lead to action, especially if you’re just regurgitating facts and stats you found online!. If you want someone to choose you as their Realtor, you need to take it a step further.
- Value Creates Rapport. It helps people know, like, and trust you.
- Emotion Creates Action. It motivates people to take the next step and reach out to you.
If your content isn’t resonating on an emotional level, you risk blending into the sea of agents (or Google searches) who are also just providing value. The agents who stand out are those who really make their audience feel something!
So… How Do I Attach Emotion to Value?
If you want to make your content more action-inspiring, you need to connect emotionally with your audience. Here’s how:
1. Add Context to the Lesson
Think about the difference between a generic tip and one that’s tied to a real-world scenario. Context makes value tangible and relatable, which increases its impact.
Example:
- Generic: “Stage your home to sell faster.”
- With Context: “A client of mine once struggled to sell their home for months. After making a few simple staging changes, like rearranging furniture and adding neutral décor, they received three offers within a week. Staging works!”
2. Tell Stories That People Can Visualize
Stories engage the imagination and emotions, helping your audience see themselves in the situation. Use stories to bring your message to life.
Example:
Instead of saying, “Buying a home is a big decision,” try:
“Imagine walking into your dream home for the first time. You step into the kitchen, and it’s exactly what you envisioned—spacious, bright, and perfect for hosting family dinners. That’s the moment we want to create for you.”
3. Challenge Beliefs and Share Your Opinion
To create an emotional connection, you need to show your personality and take a stand! I always like to say… “Polarity Is Power!” Don’t be afraid to be a little polarizing in what you share! Challenge common beliefs or share a fresh perspective.
📌 Pro Tip: This also often encourages engagement, because boy-oh-boy do people LOVE to argue their opinions in your comments! 🤣
Example:
Instead of, “Interest rates are rising, so you should act fast,” try:
“Everyone’s talking about rising interest rates, but here’s what they’re missing: waiting could cost you far more than buying now. Let me explain…”
Remember This: Emotion Drives Action
Not everyone will remember exactly what you said, but they will remember how you made them feel. If your content makes them feel confident, empowered, entertained, inspired—or really any emotion—they’ll be more likely to choose you when they’re ready to take action.
[An exception would be the pissed-off trolls, but they probably weren’t ever going to buy a home anyway. 🤷🏻♀️]
Here’s the formula:
- Start with Value: Share insights, tips, or expertise that educate your audience.
- Infuse Emotion: Use stories, opinions, or relatable examples to make your content resonate.
- End with a Challenge or Call-to-Action: Encourage your audience to take the next step.
⚡️ Action Items: How you can implement this strategy starting today:
- Audit Your Current Content: Look at your recent posts, emails, or videos. Are they valuable but flat? Identify areas where you can add emotion, context, or stories.
- Create a Content Framework: Build each piece of content around the formula: Value + Emotion + Call-to-Action.
- Test Your Approach: Start small by revising one post or email to include an emotional element, then measure the response.
Always tie your content back to your audience’s goals. Close with a line like:
- “If you plan to buy a home in the next 6–12 months, here’s what this means for you…”
- “If you’re thinking about selling your home soon, let’s discuss how this data applies to your property.”
These statements create a bridge between the value you’re providing and the action you want your audience to take!
If you want more tools to scale your business with systems, strategies, and impactful content? Join The Neighborhood, our free Realtor community, where you’ll get access to:
- Exclusive email templates and content frameworks
- Social media scripts designed to spark engagement
- Resources to build systems that save time and drive results
Closing Thoughts from Tess: Providing value is a great foundation—but it’s usually not enough to actually inspire action on its own. By adding emotion to your content, you can transform value into action and build stronger, more meaningful connections with your audience!
Remember, people won’t always remember what you said, but they’ll never forget how you made them feel.
