The content strategy to target local homeowners, 2024 Instagram culture & 5-star hot dogs

Want to target sellers with content even on YouTube? Instead of only buyers? I show you how:

Author

Andrew Bayon
March 16, 2024

šŸ” All Case Studies: Blogs & Videos

I usually deep dive one topic in-depth, but sometimes it becomes a long piece, and then thereā€™s nothing else.

So, instead, I thought Iā€™d do a more condensed deep dive. It would still give you the tactics and strategies, but it would be far less wordy.

But also include strategies for more than one thing.

For example, this one will include:

  • the proven omnichannel content strategy for targeting local homeowners

  • the 2024 culture of Instagram today & running plays that work

  • from rock bottom to $1 billion/YR & what brokerages need to provide agents in todayā€™s world

  • the #1 restaurant in the worldā€™s Michelin-star hot dog experience

  • full monthly email marketing campaign calendar template

I hope you enjoy! Letā€™s dive in!

ā€” Andrew

The Content Strategy To Target Local Homeowners (Evidence-Based)

A huge problem with many real estate YouTube channels is they attract way more (relocation) buyers than local homeowners (sellers).

But the ā€˜coming-soonā€™ content is one way to change that.

Iā€™ll dive into others later.

Not only does coming soon content target local people, but it is attractive to people outside your market as well.

Even more, this is a massive content strategy thatā€™s proven to work to stay top of mind with the 91% of people who are not buying and selling real estate every yearā€¦

Aka this is how you can stay top of mind without being salesy.

So, if you end up liking this, then let me know so I can create more listing content strategies like it.

Ken Pozek has grown his entire Orlando Real, the 1st ever-media brand that sells real estate, using this strategy:

And yes, it is generating clients from social media for them.

ā€œIf you like this area & youā€™re looking to buy or sell a house, weā€™d love to help. DM us to get started.ā€

- Kenā€™s Short Form Call To Action

If you didnā€™t know, Kenā€™s team scaled fast from his YouTube and Orlando Real brand successes, from $30 million to $50M to $120m+ to $240m+, and now at $120M in the first 2 months of the yearā€¦

Heā€™s on track to nearly 10x+ his business since he moved to Orlando.

This is one of the many things that played a crucial part in his growth recently.

You might think heā€™s big with a large team.

But I know single agents doing this strategy on a micro level like Austin Klar (plus way more), all the way up to larger teams like Wilson Leungā€™s OWN Real Estate.

So anyone can steal this strategy.

What is the Coming Soon Content Strategy?

Coming Soon content is anything newsworthy a homeowner would care about.

This content often looks like this:

  • A brand new high rise in downtown

  • A massive transformation into a mixed-use neighborhood

  • A new community

  • A new restaurant

Anything that affects jobs, housing, life, etc., in your area.

Hereā€™s some examples of different brands using this strategy:

You can find a lot of these stories in local city business journals, modern media companies, local city ā€œinfluencersā€, and other sources like these.

Think Morning Brew or Axios (minus the politics), but for your local area.

The best part of this strategy is that it works on literally every single platform:

  1. YouTube 

  2. Email newsletters

  3. Short form reels (Instagram, TikTok, YouTube, etc.)

  4. Other social posts like carousels & single images

  5. Even blogs on Websites

Ken Pozek is one example of someone nailing this and building the first-ever media company, The Orlando Real, that sells real estate.

How can you incorporate this type of content in your marketing?

The Culture of Instagram in 2024

Gary Vee is famously known for his PAC. social strategy:

  • Platform and Culture

Which basically means understanding the platform and how to get attention with the CURRENT culture today.

Platforms are constantly evolving and Instagram has changed recently.

For example (from Gary), in real estate you can take photos or videos of your listing and put it behind you using green screen (in Instagram or Capcut).

Secret: The above example of Ryan Serhant is one of MANY heā€™s been doing latelyā€¦ and if Ryan who invests 6 to 7 figures PLUS in his personal brand and has an army of young Millenial, Gen-Z, and Gen-Alphas who are in tune with the culture on the platform today, then itā€™s a positive signal for us to model. We can ā€˜stealā€™ their expertise, money and time they invest to move quicker.

The key to win on social is to find positive signals and model them.

But the green screen strategy is only one of many Instagram plays that work. So, what are the others in 2024?

  1. Carousel reels

  2. Looping reels

  3. Short read the caption reels

  4. POV: reels

  5. Green screen news article reels

  6. Info reels

These work because the first slide grabs their attention, but then when you or your audience opens Instagram again 4, 12, or 24 hours later, they see the post again.

Instagramā€™s new algorithm changes show slides 2 & 3 again when people open the app, which brings viewers back to your post.

Instagram is moving to a TikTokified ā€˜for youā€™ suggested feed-based.

Looping Reels:

These are very short ex. 10-second reels that keep you watching over and over and over again.

The more you watch, the higher the retention. You loop 2x thatā€™s 200%.

Instagram and TikTok love that.

POV + Looping + Home Feature Reels:

You can steal the looping strategy and combine it with the POV: text strategy to highlight a specific home feature.

This is a hack to maximize your listing or other video content more than once.

Repurposing is one way to maximize your content.

Read The Caption Reels:

This is similar to the looping reel idea.

Itā€™s very short, and it gets you to read the caption.

The caption is longer, so you end up staying on the post longer & rewatching.

Aka, as you can guess, platforms love that too.

POV: Reel

This is often a short reel with a b-roll to capture attention.

The POV gets you to read, while the B-roll in the video keeps you watching more.

POV + Home Tours:

As you can imagine, when you start to understand the culture, you can start combining strategies for different forms of content like this.

Listicle Reels:

This is another high-performing reel because the list is long, and the reel is short, so it keeps you reading longer.

Are you starting to see some patterns & trends yet?

B-Roll Info Reels:

Thereā€™s a lot of ways to do this, but essentially, you use a lot of photos and/or video and combine it with local information.

You watch longerā€¦ I think youā€™re starting to catch on lol.

Hyper Local Reels:

Now, this is where it gets harder.

These require more effort to get footage on location.

But itā€™s a proven way to target people locally.

The higher effort usually equals less competition & higher rewards.

Digital Mayor Reels:

Similar to the above example, these are higher effort too.

The content takes way more thought because thereā€™s more talking, shooting in a local location, and knowing how to pick a highly relevant local topic.

Manychat Comment Hack:

Using Manychat, you can set up automation to auto-reply + DM people who comment a specific word on a specific post.

More comments = more engagement.

Instagram sees that as a positive signal to push the post further too.

Green Screen News Article Reels:

Going back to the green screen strategy, local news headlines are an easy way to hack attention.

They get people to stop and read.

Then you keep them watching longer.

Green Screen + B-Roll Info Reels:

This combines the green screen strategy but adds b-roll aka photos and/or video to keep the audience visually engaged.

This is a common strategy for news/media brands to use a photo + a headline on a post to get you to stop.

The caption is generally longer as well.

So viewers read and stay on the post longer.

The platforms love this.

And thereā€™s way more depending on the industry, target audience, your brand, etc., like:

  • Twitter Reels

  • Single quote posts

  • Carousel quote posts

  • Meme Reels

  • Reaction Reels

  • Trends etc.

Marketing is about grabbing attention and awareness so you can even have the opportunity to convert.

By becoming a consumer of the platform and culture, you understand how to hack attention.

Some industries you can follow outside of real estate:

  • design like Loren Kreiss & Hans Lorei Design

  • information space like Gary Vee & Alex Hormozi

  • podcasts like Steven Bartlett & Dear Media Studio

  • videographers/cinema like RP Nickson & Justin Espejo

  • news like Morning Brew & Broke Agent Media

  • creators (lifestyle, vloggers, etc) like Kallaway & JT Barnett

  • and way moreā€¦

Basically, look for modern and social first brands.

Or anyone with the resources to invest big in social.

You can shortcut success on social this way.

How Rock Bottom Changed This $1B/YR Brokerā€™s Life Forever | Brian North

Meet Brian C. North, the owner & founder of North & Co. in Arizona. A self-made millionaire, he found himself in a dark place and nearly broken. But thatā€™s not where his story ends.

In our conversation, we dive deep into:

- Why 95% of real estate agents fail and how to avoid it
- The #1 skill every agent needs to master (itā€™s not what you think)
- How open source culture helps connect 285 agents
- The painful lessons learned from scaling from 30 to 300 agents
- How losing half his net worth & tough times changed his life for the better

Brian shares his journey from broke kid and rock bottom to building a billion-dollar brokerage.

Whether youā€™re a new agent, looking to grow, building a team or brokerage, scaling from 30 to 300 or at rock bottom, then youā€™ll enjoy this one.

Watch it now on Breaking and Building Leaders YouTube!

Commissionsā€¦ Real Estate Is Changing Forever, So What Are Top Agents & Teams Doing About It?

Iā€™ve spoken with several dozen agents, teams, etc., in the last several months, and many leaders saw this possibly coming, so they adapted already:

  1. Buyer consultations

  2. Buyer broker agreements

This is an opportunity where we will see top agents widen the gap.

I had Ruth Krishnan on the podcast several months ago where she broke down the way she handles buyers with consultations to set expectations and create a better experience for both sides.

She does this virtually and even with luxury & ultra luxury clientele.

I also broke it down in the newsletter back in October.

I even broke down how Keri Shull scaled this for her multi-billion dollar team.

This also helps weed out unrealistic buyers doing these so it is worth your time.

Itā€™s also another way you can provide value upfront.

Either way, as Ricky Carruth mentioned, the best agents will adapt and end up taking market share during this time.

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