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There is no doubt that Video Marketing is great for capturing your audience’s attention and connecting with them in a meaningful way. Filming a video about your why will show your viewers the value you bring to your clients.

What Is a Why Statement?

…And how should Realtors use this religiously?

A Why Statement is a sentence that describes your purpose, unique contribution and impact of your business — it’s a declaration of your why in real estate.

Ask yourself these key questions:

  • Why do you work in real estate?
  • What impact are you trying to make with your business?
  • What keeps you going?

Talking about your why is all about bringing your personal approach to real estate and showing your audience how you stand out from your competitors.

TIP: Know your why before you know your how — this makes it easier to achieve your long-term goals.

Why Make a Video About Your Why

Many agents are curious about how to take their real estate business to the next level. Before you even consider strategies to elevate your business, you must first determine your why. This is a simple way to identify your purpose and desired impact when it comes to your work in real estate.

Once you determine your why you should make a video about it for a deeper impact on your audience. Doing this makes for a great opportunity to tell viewers what your purpose and overarching goal is in real estate. With this, you will be able to achieve the following for your business:

  • Connect emotionally with target audience
  • Establish trust with viewers
  • Build personal brand & awareness

How to Craft Your Why Statement Video

Your why is what sets you apart from other real estate agents or professionals in the industry. Establishing your why is a great way to connect and build trust with potential clients. Overall, your why is the foundation of your unique personal brand!


The first step to crafting your why statement is brainstorming! Think about your personal values, mission, beliefs and goals and how you can incorporate those into your business. Ask yourself these questions as you begin to think about your why:

  • What do you bring to the table as a real estate agent?
  • What kind of impact do you want to have on potential clients?

Bring your personal approach and talk about where your passion for real estate came from. This gives viewers a chance to resonate with you and see the deeper meaning of why you run your business and how hard you work for your clients.

What To Include

  1. Core Values & Goals

Make a list of what is most important to you to identify your values and goals in real estate. When it comes to your job, consider answering these questions:

  • What do you strive to bring to each interaction?
  • How do you want your clients to remember you?

Some examples of core values and goals you can incorporate in your why statement include things like integrity, transparency, reliability, innovation, customer satisfaction, growth, exceptional service, etc.

  1. Target Audience

Identify your specific audience. Who do you want to do business with? Knowing this will allow you to effectively target the kind of viewers you want to have as future potential clients. Some groups to consider include first-time home buyers, luxury buyers, investors, families, etc.

  1. Unique Skills & Talents

Determine what skills and abilities make you stand out in real estate. Knowing this will help you reach your goals and show your clients why they should choose you over other agents. Some examples include negotiation, problem-solving, local area expertise, flexibility, industry knowledge, etc.

What It Should Look Like

Your why statement should be a representation of the overarching goal and mission of your real estate business. Think of your why as an indicator of what inspires you to take action. Knowing this and sharing it with your audience is key for encouraging prospective clients to take action and buy your services.

A why statement should be:

  • Simple, concise and actionable
  • Focused on the value you bring to clients

An effective why statement will include your contribution to your work in real estate, your target audience and the impact you try to leave on them. Here is an example of a why statement: 

I am in real estate to empower and educate first-time home buyers so they can build wealth through homeownership for themselves and their families. 

Here’s why it works:

  • Contribution: empowering and educating
  • Target audience: first-time home buyers
  • Impact: helping others build wealth and achieve homeownership

Video Structure & Format

When it’s time to make your why statement video, make sure you are talking more than just about the statement itself. You want to incorporate other things in your video like a personal story or sharing about what got you into real estate. This will make your video more engaging for your audience. 

You can make your why statement video in either of the following formats:

  • Vertical video — IG Reels & TikToks

These should not exceed 2 minutes.

  • Horizontal video  — Youtube, Linkedin & IG Video

These should not exceed 5 minutes.

Your why statement video should be short and to the point, but it also must have enough value. Make sure you are connecting with your audience in a genuine way. Share a personal story about any of these:

  • What inspired you to get into real estate?
  • What do you love about your job?
  • When did you know you wanted to become a real estate agent?
  • What was your process of becoming a real estate agent?
  • What inspires you every day?

Find Your Why & Start Filming!

Once you’ve found your why, your job in real estate becomes that much easier. It gives a great understanding of who you are, what you strive to do in your business and what impact you want to have on clients.

Ultimately, your why statement video in itself will help you stand out from other agents who haven’t yet taken advantage of Video Marketing. This gets you one step closer to building a strong relationship with your audience, which is key to scaling your business on social media. If you need more tips on Video Marketing and connecting your why with your business, watch our podcast episode with Chris Do.

Whether you are filming with your phone or want to invest in a videography team, making videos for your personal brand is one of the best marketing strategies to grow your real estate business.

If you understand the value of Video Marketing, but don’t have all the tools or time to get it done — let the marketing experts at TopShotPro create, produce and distribute high-quality video content for your social media pages. Get in touch with us here.

Michael Rivero

Michael Rivero

Co Founder of TopShotPro a passionate innovator in the marketing industry, with a unique eye for Brand development, strategy, growth, and leadership communications.