We post a lot of content—videos, reels, shorts, photos, walkthroughs, before-and-afters, renderings, neighborhood spotlights, and the list could go on. At Columbus & Over Group, we treat every post like a mini marketing campaign, so each time we post a video, it is just the beginning.
What happens after a piece of content goes live? Whether it’s a new listing video or a market update, we watch how people react to what we post—and then we adjust accordingly.
Before we dive in, let’s go over some terminology, so we all stay on the same page:
- Impressions: How many times people saw the content
- Reach: How many unique viewers
- Watch Time: How long did people stay to watch the video?
- Saves and Shares: Are people saving it for later or passing it on?
- Clicks: Did someone click through to the listing or inquire?
- Comments & DMs: Are people asking questions or engaging meaningfully?
Each time we share a property or brand video, we dive into this data behind it. However, we’re not just collecting stats—we’re acting on them. Here’s how:
DOUBLING DOWN ON WHAT’S WORKING
If we notice a type of content (like those walkthroughs you always see on our account) consistently gets more impressions and reach, we create more of it! Here’s a few ways we do that:
- That starts with getting the high performing video out on more platforms (For example, if it was made for Instagram, would it work on: LinkedIn, YouTube, TikTok and more)
- Then follow-up with planning for upcoming listings to make a video in the same style.
- If the property stays on the market, then we start asking ourselves questions, like can we repeat this video, with a new agent to continue to get the value out of the content type, but adding a new audience!
ON THE FLIPSIDE, TWEAKING WHAT ISN’T
If a video watch time has a high drop-off rate after 3 seconds, we:
- May post a video with similar messaging later in the week, but recut the intro to hook audiences in a new way or get to the point faster.
- Change the thumbnail and tailor it for a different niche based on their engagement trends with different tags.
Here’s an example of two pieces of content and metrics for the same property
BOOSTING EXTRA ENGAGING CONTENT
If a reel is blowing up with saves and shares, we might:
- Boost it with extra ad dollars to extend its reach, drive clicks, and bring more new people to our page to see the follow-up content on your property.
- Encourage agents to share it again in stories so their audience can enjoy the content that’s most successful.
If a video starts generating buzz, we know to push harder. If engagement is slow, we change tactics—faster than any traditional real estate agency could. Think of this kind of social media like a digital open house that we can rearrange in real-time based on how the visitors move through it.
The market moves fast—so should your marketing. If you’re thinking about selling, let this be your sign and learn more about listing with Columbus & Over Group. Reach out today and we can talk about how to turn your home into our next success story.