Every client you meet is tuned into the same internal question:
“What’s in it for me?”
From prospecting calls to open homes, listing presentations, and marketing messages, this is the filter through which every interaction is judged. If you don’t answer it quickly, attention drifts — no matter how skilled or experienced you are.
The WIIFM Principle
Clients aren’t listening for your process, awards, or how great your brand is. They’re asking:
- Why should I care?
- How does this help me?
- What value am I getting?
This is where hooks come in. A hook is a short, client-focused statement or question at the start of a conversation that immediately answers WIIFM:
“The biggest mistake sellers are making in this market is…”
“Here’s what most buyers overlook when inspecting a property…”
A good hook isn’t just attention-grabbing — it also makes the client feel seen and important. When you show you understand their needs, concerns, or aspirations, you signal that they matter. That small gesture creates trust and opens the door for deeper conversations.
Why It Matters
Neutral communication doesn’t work. Neutral is negative. Every interaction either amplifies engagement or pushes people away.
Focus on WIIFM, and weave in recognition: make the client feel heard, valued, and understood. The more you answer “what’s in it for me?” while showing they matter, the faster you capture attention, earn trust, and stand out in a crowded market.
Bottom Line
Every word, hook, or question should answer WIIFM — and remind the client they’re important. That combination is a game-changer in real estate.
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