Everyone knows at this point that the hook is the most important part of your short-form content. Instagram, Facebook, and TikTok are pattern interrupt platforms, meaning if you don’t get someone to stop on your video, they will scroll right by and look for something that does.
The most effective hooks call out the exact target audience that the content is for: For example, when I am trying to get people to sign up for a BAM webinar, I will use language like this:
“Are you a real estate agent looking to grow your YouTube channel? If so, comment the word “YouTube” and I’ll send you an invite to your free webinar this Wednesday on YouTube pre-roll ads.”
This specific hook calls out the exact avatar of the people who would benefit from this webinar.
By the way, if you are an agent looking to grow your YouTube channel, you actually SHOULD sign up for our free webinar on YouTube ads this Wednesday. See what I did there!? Hooked you in my own blog!
My good friend Jimmy Burgess always does this in his Green Screen videos. (Ignore the Inman article behind him…)
Notice how he also says “if you are a real estate agent looking to generate more listings…” Guess what? If you are a real estate agent looking to generate more listings, you are stopping on that video to see what he says next because the info pertains to you!
The Best Hooks For Real Estate Agents
If you are an agent, here are some pattern-interrupt hooks that specifically call out different types of potential clients:
- Attention first-time home buyers
- Are you a first-time home buyer?
- If you’re a millennial home-buyer, pay attention to this
- Hey parents, are you looking for…
- Ok, this one is for the parents out there
- If you’re a fan of…(insert sports team, food, music) for community-based posts
- If you’re a fan of good food with an awesome vibe, listen up (this is perfect for a hyper-local restaurant/bar review)
- If you’re looking for something fun to do with the family
- Curious to see how much you need to make a year to afford this (insert price) home?
This strategy from Krys Benyamein is talking to people who are looking in that price range. This type of video will not go viral, but is a brilliant way to target the exact person that will buy this house.
- Are you looking to live in a neighborhood close to…
- Do you dream of a big backyard for your kids, but you’re on an apartment-size budget?
- If you’re on the hunt for a property that’s close to great hiking…and close to great spots in town
- Are you looking to sell your house before the New Year?
- Are you waiting to make a housing decision once the election is over?
- Are you a single guy/gal who wants to live next to all the best going out spots?
See how specific all of these are? Again, these may not reach as large of an audience as your broad-appeal posts, but they will reach the RIGHT audience.
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