This research investigates the influence of emotional marketing on first-time Filipino homebuyers in the affordable housing segment of Metro Manila. Based on the Theory of Planned Behavior (Ajzen, 1991) and Maslows Hierarchy of Needs (1943), it examines the influence of emotional marketing strategies (EMS) on consumers motivation, social conformity, perceived value, and ultimately, their purchase intentions. A structured survey was conducted with 385 respondents, and the data was analyzed using descriptive statistics, correlation, regression, and mediation analysis. The results demonstrated that emotional marketing significantly influences purchase intentions, with motivation and social conformity serving as primary mediators between emotional marketing tactics and purchasing decisions. Perceived value, although positively correlated, exhibited no significant mediating effect. The results show that emotional stories about safety, belonging, pride, and family are very effective in real estate marketing. Developers are encouraged to incorporate emotional engagement, community storytelling, and buyer relatability into their campaigns to strengthen purchase intention among the affordable market segments