Mortgage rates have been on a roller coaster ride since they skyrocketed in early 2022. Still, it makes sense you’d want to post about the biggest rate drop in five years.
Rates are still below 6.3% as I write this. But if rate figures alone are the main attraction in your latest IG post, don’t be surprised if the response is a collective yawn.
Rates dropped. Big whoop. Sneeze and you’ll miss it (or so it seems).
To make the news really count, translate it into the numbers most buyers care about: how much does that low rate save them on their monthly housing payment? That’s the number they’ll use to determine whether it even makes sense to start looking.
Judging by her latest reel, Utah Realtor Mia Willie understood the assignment. Not only that, but she managed to do it while seamlessly promoting two of her new listings.
The hook:
“Rates just dropped the most they have in five years. So, I ran the numbers on two of my listings to show you what that actually means for buyers…”
Let’s break down her approach to see why it works.
Think Like a Buyer (in Your Market)
Let’s start with Mia’s caption, which sticks to the essential details:
- 🚨 Biggest rate drop in 5 years 🚨
- On two of my listings buyers would save:
- 💵 $170/month = diapers + Target runs covered
- 💵 $596/month = family vacay fund unlocked ✈️
Not only does Mia calculate the monthly savings per listing, she even puts that in terms many of her buyers will immediately understand, making it clearer how the money saved could have a meaningful impact on their household budget and personal savings.
Now for the video.
After the hook, as Mia is going over the numbers for each of the two listings, the background shows an image of the listing, followed by a slideshow of professional photos from the home’s interior.
Text overlays display the numbers buyers care about.
For the first listing in Sandy, UT ($699,000):
- $170/month saved
- $59,665 lifetime interest saved
For the second listing in Heber City, UT ($2,250,000):
- $596/month saved
- $214,400 lifetime interest saved
Consumers watching this reel will also notice details like the price points for Mia’s listings; sellers at those price points want agents who know how to market their homes effectively.
Buyers interested in Mia’s listings and her breakdown of monthly savings are also more likely to think of her as an area expert and someone they’d want to work with when it comes time to sell.
Mia wraps up with a simple CTA:
“These are just two of my listings, and these savings are real. If you’ve been waiting for rates to move, this is your sign. DM me to see these properties or to get the full breakdown.”
Mia’s post speaks directly to the question in buyers’ minds about what today’s rates could save them each month if they buy a home at the $700K or $2.25M price point.
How will you answer this question for buyers in your market?
