Case study · mortgages · Poland

Before: one message. After: a Reel with his face and voice.

Serhii helps Ukrainians in Poland get mortgages and runs a blog. He sent no video and filmed nothing: in one dictated message he asked us to come up with a Reel on the difference between a civil-law contract (umowa zlecenie) and an employment contract. From that direction we made an expert Reel: a hook aimed straight at his audience, a story built on checked numbers, and a call to action that brings people into his DMs.

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Before and after

On the left, Serhii's message. On the right, the Reel he got (in Ukrainian, for his audience).

Before
SSerhiionline

Come up with a reel come up with a topic to show the difference between umowa zlecenie and an employment contract when someone wants a mortgage because people ask me about it all the time and at the end as always let them DM me the word ІПОТЕКА and I'll send them the form

27 September

Serhii sent one message. No videos, no photos

  • One message, dictated by voice, no punctuation
  • Just a direction: show the difference between umowa zlecenie and an employment contract
  • The angle, facts and numbers he left to us
  • No video, no photos, no script, no filming himself
After
  • In the first seconds Serhii himself is on screen, with the label «On an umowa zlecenie contract? The bank counts you differently»
  • A plain comparison: an employment contract usually needs about 3 months of pay, a civil-law contract (umowa zlecenie) 6 to 12 months without gaps
  • Numbers from Polish lending portals, not from memory
  • A separate shot for every thought, subtitles and the key conditions as labels
  • The whole Reel in his voice, ending with a red label «Send the word ІПОТЕКА in a DM»

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.

Here is how these three parts come together in Serhii's Reel.

01 · Hook

Same income, a different answer from the bank

CuriosityProvocationFOMOShock numberViewer's painParadoxQuestion to the viewerPromise of benefit
«On an umowa zlecenie contract? The bank counts you differently» · «Two Ukrainians earn the same, but the bank will give a mortgage to only one of them»

The hook talks to a specific person. A great many Ukrainians in Poland work on umowa zlecenie contracts, and the label asks them directly: viewers recognise themselves in the first second.

The voice adds a paradox straight away: same earnings, different outcome. People want to understand an unfairness like that, so they stay. And the first sentence is spoken by Serhii himself, facing the viewer: an expert's live face holds attention and builds trust.

02 · Storytelling

A conversation with an expert that holds you to the end

  1. Paradox. two people earn the same, only one gets the mortgage
  2. Cause. one has an employment contract, the other a civil-law contract
  3. Open loop. «And do you know where the difference lies for the bank?»: not in the amount, but in how long the income has come in without gaps
  4. Proof in numbers. an employment contract usually about 3 months, a civil-law contract 6 to 12 months, according to Polish lending portals
  5. Twist. «And now the interesting part»: income is taken as an average, so one month of overtime won't help, and a gap between contracts ruins everything
  6. What to do. no gaps, pay only into a bank account, keep your contracts, invoices and tax return
  7. Easing the fear. changing clients does not reset your history, and big banks do accept these contracts
  8. Action. the word ІПОТЕКА in a DM

Bridge phrases like «do you know where the difference lies?», «and now the interesting part», «here is my point» sound like a real conversation and open a new loop every time: the viewer waits for the answer and does not scroll on.

We checked the numbers on Polish lending portals instead of guessing. When someone is deciding on a loan for decades, accuracy is trust. And the final thought eases the fear: a mortgage on this kind of contract is realistic, you just need to prepare properly.

03 · Call to action

One word, and the person is already in the form

«Send me the word ІПОТЕКА in a DM and I'll send you a link to the form»

A code word is the shortest path from watching to talking: no need to phrase a question or feel awkward, one word is enough. In reply the person gets a form, so the conversation with the expert starts from a completed request, not from zero.

The word is spoken and shown as a red label on screen, so you cannot miss it even with the sound off. And Serhii sees how many enquiries this particular Reel brought in and learns which topics sell.

What we did

  1. Came up with the angle.We turned a broad «show the difference» into one sharp idea: the bank looks not at the amount, but at how long it has been coming in.
  2. Checked the facts.We compared bank requirements for civil-law contracts with Polish lending portals, so every number in the Reel is true.
  3. Wrote the script.Paradox, cause, numbers, twist, what to do, easing the fear, and his call to action.
  4. Opened with him on screen.Once, at the start, we took videos of Serhii that were already online. Now every Reel opens with him saying the first sentence himself.
  5. Voiced it with his voice.The whole text is in Serhii's voice, although he recorded nothing.
  6. Chose the footage.A separate shot for every sentence: bank, documents, calculator, office.
  7. Put the conditions on screen.Key conditions as labels, subtitles at the bottom, a red ІПОТЕКА label at the end.

What we needed from Serhii

One message with a direction. The topic, angle and numbers we came up with ourselves.

No filming, no script writing, no editing. It works the same for any topic: tell us what you want to talk about and how to end it, and the finished Reel comes back to you.

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