Case study · mortgages for foreigners · Poland
Before: «we need more views», and no script. After: a 3D cartoon on a trending topic in the niche, starring Jaroslav himself.
Jaroslav helps foreigners in Poland get a mortgage, and we already make his Reels. He came with a task: more views. He suggested a new format himself, because he had seen cartoons taking off, but he had no script and asked for help. The point here is not the animation but the choice of topic: we didn't guess, we checked what is taking off in the mortgage niche right now and translated it into his practice.
Before and after
On the left, the chat: Jaroslav's task and his request for help with the script. On the right, the cartoon we made without any new material from him.
Yes
Fine, we'll do it all. We'll study the trends and make you a cartoon.
No, I'd like to ask you to help me with that.
Fine, let's try. Do you have a script?
We need more views. Let's try a new format: I've seen that cartoons are taking off right now.
Jaroslav asked for a cartoon and sent nothing else
- The client's task: more views
- Jaroslav suggested the format himself: a cartoon
- No script and no topic
- Nothing filmed: we already had his photos and voice from earlier Reels
- A 35-second 3D cartoon, 9 scenes
- A topic from the mortgage niche trends, checked by the view multiplier
- The main character is Jaroslav himself, the story is told in his voice
- A couple wants a house with a garden, but the bank does the maths differently
- The ending: a free consultation, link in the profile
How we chose the topic
A cartoon doesn't bring views by itself. The topic does: one people want to watch to the end and forward. So we didn't make the topic up, we looked where mortgage videos are already taking off.
Mortgage videos in four languages
Short videos about mortgages, loans and buying a flat in Polish, Ukrainian, English and Russian: three separate searches by topic, hook and format.
The measure is not raw views but how many times more a video got than its author usually gets. That shows the topic itself is taking off, not just a big account.
Five topics that hook people right now
A scene at a mortgage adviser's where the dream house changes to fit the client's finances: 3M views, 1,140 times the usual. The «how much do you need to earn for a flat» calculation: four videos, each 200 to 360 times above the usual.
Three more: a price that hurts («a 700k loan for 40 square metres», 1.9M views), «I only got the mortgage through a broker» and «don't buy your first flat with a partner». They all hit one nerve: the dream of your own place against what the bank will calculate.
«Dream vs calculator»
We put the two strongest trends into one story. A couple comes to Jaroslav for a house with a garden, and he asks the three questions the bank will ask: income, contract, deposit. With every answer the dream on the screen behind him changes: a house, a townhouse, a flat.
This is literally his everyday work, so the cartoon shows the expert instead of just entertaining. And the ending is not a refusal but keys: a three-room flat with a payment the size of their rent.
We didn't throw the other topics away: they are saved for Jaroslav's next cartoons. The facts in the text (how many months of self-employment banks want, the minimum deposit) were checked against Polish banks' requirements before the voice was recorded.
How we made the cartoon
All we had from Jaroslav was the task, so we covered the whole way from topic to finished Reel.
A first-person text
Jaroslav tells the story himself: «A couple comes to me». The bank's three questions sound like a real conversation: «How much do you earn together? He's been self-employed for only six months, and most banks want a year».
Every number is checked: most banks count self-employment income after 12 months, and a 10% deposit is the minimum, possible only with extra insurance.
Topic from the trends, facts from bank requirements
- A couple comes to me: we want a house with a garden near Warsaw.
- I say: fine, three questions.
- How much do you earn together?
- He's been self-employed for only six months, and most banks want a year. We count only her income.
- Deposit? Only the minimum ten per cent.
- The garden didn't work out. A three-room flat did, with a payment the size of their rent.
- Three months later they opened the door of their own flat.
- The garden can wait.
- Follow to count your flat with a clear head. And book a free consultation, link in the profile.
Jaroslav in the cartoon
The main character is drawn from Jaroslav's own photos. We made four versions and he picked his character himself: a white shirt with rolled-up sleeves, a watch, an adviser's calm smile.
Next to him is the couple, Denys and Kateryna. All three are saved in the client's library, so the next cartoons will feature the same characters.
Jaroslav is recognisable in every scene
Voice and build
The cartoon is told in Jaroslav's voice: we once took his voice from earlier Reels, and now it is in the cartoons without recording every time.
The couple's dream is not a picture floating in the air but a photo on a screen on the wall behind Jaroslav, changing with every answer. The hook «Came for a house. Left with keys» is on the very first frame, so the cover in the profile grid isn't blank.
Cartoon ready to post on his accounts
Why this Reel works
Raw footage sells nothing on its own. What sells is a Reel that gives a reason to keep watching from the first second, a story people want to watch to the end, and a clear next step for the viewer. We build every Reel, post and carousel from these three parts, so the content works for requests, not for show.
The topic came from the trends; the hook, the story and the call to action were built around Jaroslav's practice.
A paradox that promises the ending
«Came for a house. Left with keys.» · «A couple comes to me: we want a house with a garden near Warsaw.»
The label contradicts itself: they came for a house but left with keys. Keys to what, if not the house? To find out, you have to watch to the end.
The voice at that second says something else, about a garden near Warsaw. The label doesn't repeat the voice, it promises the ending, so one frame carries two hooks: a dream the viewer recognises and an outcome they want to see.
A dream checked by a calculator
- Dream. a house with a garden near Warsaw
- Three questions. income, contract, deposit, as the bank will ask
- Obstacle. «he's been self-employed for six months, banks want a year»
- Another one. only the minimum 10% deposit
- Twist. not a house but a three-room flat with a payment like rent
- Result. three months later they opened the door of their own flat
- Release. «The garden can wait» and a plant pot on the windowsill
- Action. follow and a free consultation
The viewer quietly asks themselves each of Jaroslav's questions: how much do I earn, on what contract, how much have I saved. The cartoon turns into a test, and you want to watch to the end because the answer is there: would it be enough for you too.
The ending doesn't scare with a refusal, it gives hope: not that house, but your own flat with a payment like rent. The joke «The garden can wait» releases the tension and makes the story human, the kind people forward.
Two steps: an easy one and a hot one
«Follow to count your flat with a clear head. And book a free consultation, link in the profile»
Following costs the viewer nothing, and the reason is tied to the video: count with a clear head, as Jaroslav just did. Whoever isn't ready yet stays close.
For the hot ones there's a second step: a free consultation where their own numbers get checked. It's what Jaroslav did for the couple, now for the viewer, and at that second the screen shows the «Free consultation» label.
What we needed from Jaroslav
The task «more views» and one «yes».
When a client wants a new format but doesn't know what to film, we don't guess: we check what is taking off in their niche right now, take the strongest and translate it into their practice. All they do is pick their character and watch the result.
Want Reels on topics that are already taking off in your niche?
Reels, posts and carousels made from what you already have: with a hook, a story and a call to action that leads to a request. First 7 days free.