Case study · realtor · houses near Kraków
Before: 11 raw videos. After: 3 Reels, each for its own buyer.
Yurii Tychkov sells property near Kraków. After viewing a new house he sent us 11 phone videos in which he talks about it in his own words, plus floor plans and a short brief. Eight and a half minutes of live but shapeless talk. Out of it he got three finished Reels, each one aimed at a different buyer's fear.
Before and after
On the left, everything Yurii sent: videos, photos, plans and the brief. On the right, one of the three Reels that came out of it (in Ukrainian, for his audience). The voice in the Reel is real, it is Yurii himself.
That's all the info on the houses I sent today, for the ad we need short info without the name of the town where the property is, only surface-level info, the focus is that the house can be bought without getting a permit to buy the land plot so a simplified procedure to buy the house straight away. 2nd, there's a school for kids next to the house and you won't have to drive them far which often happens when you buy a house outside Kraków, 3rd, the house can be bought in instalments over one year with no extra interestRead more20:55
20:55A bit later I'll send the renderings and the plans of the 1st and 2nd floors17:31
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+917:31Yurii sent 11 videos, 2 photos, 4 floor plans, a PDF and 2 messages
- 11 phone selfie videos, no editing
- 8.5 minutes of talk in total: the same house, told a little differently each time
- Floor plans and description in separate files
- The house is still a bare shell, so there is no interior to show
- One of his takes became the opening of the Reel about the school
- Hook at the top, subtitles at the bottom: nothing covers Yurii's face
- Floor area, rooms, travel time to Kraków and price appear on screen as Yurii mentions them
- We show the layout on floor renderings, since the house is not finished yet
- At the end, a call to follow and book a viewing
One bundle, three Reels
The same house is bought by different people with different fears. One dreads the red tape around the land, another thinks about the kids, a third counts the money. So we made three Reels from one set of material, and each one talks to its own buyer.
Why these Reels work
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 Yurii's Reels.
Three hooks for three buyer fears
«Want to live outside the city, but worried you will have to drive the kids far to school?»
Each Reel opens with its own hook. On the land: a promise of benefit, backed by the label «790 000 zł for the house». On the school: the viewer's pain, put in the viewer's own words. On installments: «People often ask me whether it's possible…», the very question the viewer wanted to ask.
All three hooks are Yurii's own live words. Our job was to hear them in 8.5 minutes of talk and put them first, because the first sentence decides whether people stay.
A staircase of benefits, not a list of specs
- Opener. the house can be bought without a land permit
- Open loop. «and that's not the main plus»: the viewer waits to hear what is
- Step 1. the school is just over the fence, a child can walk there
- Step 2. 790 000 złoty for 90 m²
- Step 3. «But that's not all»: installments over a year with no interest
- Rhetorical question. «Is that a bad offer?»
- Action. follow, and book a viewing via DM
The open loop keeps viewers to the end: until they have heard the main point, it is too early to scroll. Each benefit weighs more than the one before, and by the time «but that's not all» comes, the decision is almost made.
Yurii spoke this structure intuitively in one of his takes. We spotted it, cut away everything around it and backed it up with labels and floor plan inserts. An experienced editor's eye turns a conversation into a sale.
Two steps: an easy one and a hot one
«I pick houses like this every day, so follow me so you don't miss yours. And for a viewing, send me a DM»
Following costs the viewer nothing, so we ask for it first, and with a reason: so you don't miss your house. That is FOMO, the fear that someone else will grab a good deal. This way a viewer who is not ready to buy yet stays with Yurii until the next property.
The second action is for those who are already hot: a viewing via DM. And so that someone watching the Reels back to back does not hear the same line three times, each of the three Reels puts the call to action in its own words.
What we did
- Listened to everything.We sorted 8.5 minutes of talk from 11 videos by topic: where Yurii talks about the land, where about the school, where about money and the layout.
- Split it for three buyers.The three points from the brief became three separate Reels instead of one where everything is mixed together.
- Built the story from his words.For each Reel we picked the strongest first sentence and an order in which the benefits build up.
- Showed what is not there yet.The house is still a bare shell, so we talk about the rooms over renderings of the ground and first floor.
- Put the facts on screen.Floor area, plot, school a minute away, parking spaces, boiler included, from 790 000 zł: as a label the moment the voice mentions it.
- Kept the face clear.Hook at the top, subtitles at the bottom, so nothing runs over his face in the selfie shots.
- Honoured the client's request.No place name anywhere, neither in the frame nor in the caption, only «near Kraków».
What we needed from Yurii
What he does at every viewing anyway: talk to his phone camera. Plus the floor plans and description he already had.
No need to learn a script, reshoot takes until they are perfect or sit down to edit. Talk the way you talk to a client, and we will make as many Reels from that material as it holds strong ideas.
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