Week 4 · Saturday
Convert Week 4 warmed-up buyers into direct link clicks to a consultation-booking / buyer-guide page by giving them the two closing-day and first-year numbers no coastal buyer prices in
Posting window: Saturday 7:00 PM PT
Posting times shown in Pacific Time (PT) — adjust to your audience's timezone in your scheduler.
Hook options
Pick the one you'll use — the script opener updates to match
Two numbers decide if you can afford a $255k house here.
Your down payment is not the number that decides this.
How much cash do you actually need to close on a $255k house?
I had a client short $6,000 the week of closing.
On paper: affordable. On closing day: $14,000 short.
Script
Opener (0:00 – 0:10)
Two numbers decide whether you can actually afford a $255,000 house in the East End — and neither one of them is the down payment.
Body
Number one: closing-day cash on top of your down payment. In Pennsylvania, buyer and seller split transfer tax — 5% total in Pittsburgh — so your side is 2.5%. On $255,000 that's $6,375, plus about $4,000 in lender fees, title insurance, and prepaid escrow. Budget roughly $10,000 to $11,000 in cash the day you sit down at closing, before you've paid a cent of down payment. Number two: first-year expenses coastal buyers keep underestimating. Allegheny County property tax on a $255k house runs around $4,500 a year. Homeowners insurance, another $1,400. If you put 5% down, PMI adds about $110 a month. That's your first year, before a single repair.
Close / CTA
If you want the full number line by line for the house you're actually looking at, link's in my bio.
Production paths
- 1.Location: pick a residential East End block you can reference visually — a walkable stretch of Bloomfield or Friendship near houses in the $240–260k range. Film late afternoon for soft light, not midday.
- 2.Framing: phone vertical (9:16), chest-up selfie mode, phone slightly above eye level, walking slowly toward camera or with camera held at arm's length walking forward. Keep pace steady — do not stop walking.
- 3.Delivery: one continuous take, speak at conversational pace. Do not rush the numbers — the numbers are the payload. If you fumble a figure, stop and restart the whole take rather than editing around it.
- 4.Aim for 3–4 clean takes. Pick the take where the two number transitions ('Number one' / 'Number two') land cleanest.
- 5.Import to CapCut. Trim head and tail tightly — the first frame should land on 'Two numbers.' Target total length 55–60 seconds.
- 6.Send the CapCut export through Submagic for auto-captions. Style: bold sans-serif, white with black stroke, one line at a time, bottom third.
- 7.In Submagic or back in CapCut, add burned-in text callouts on the key numbers only — do NOT caption every figure, just: '$6,375 transfer tax', '$10,000–$11,000 closing-day cash', '$4,500/yr property tax', '$110/mo PMI'. Each callout on screen for 2 seconds, top third so it doesn't fight the auto-captions.
- 8.Add one subtle B-roll insert if you have it: a quick 2-second cutaway to a house exterior on the block, layered over the 'Number one' transition. Optional — do not delay posting to get this.
- 9.Export 1080x1920, save two copies: one clean (for TikTok), one with a 1-second end card that says 'Link in bio for the full breakdown' (for Instagram Reels).
Platform captions
Down payment is not the number that decides this. Two others are. $255k East End house, real numbers, no pitch. Link in bio if you want it broken down for the house you're actually looking at.
Hashtags
If you're looking at houses around $255k in Lawrenceville, Bloomfield, or Friendship and you moved here from a coastal city — these are the two numbers your budget spreadsheet is probably missing. Closing-day cash on top of your down payment, and the first-year carrying costs. I put together a full line-by-line breakdown for buyers in this price range. Link in bio.
Hashtags
Thumbnail prompt
Paste this into an AI image generator (Midjourney, Ideogram, or ChatGPT) to create your thumbnail.
9:16 vertical thumbnail. Real photo of a woman in her 30s walking on a residential Pittsburgh East End street in late afternoon light — brick row houses in soft focus behind her, phone held selfie-style. Bold sans-serif text overlay top third reads 'THE TWO NUMBERS' in white with black stroke. Smaller subhead below reads '$255k East End house'. Natural, documentary feel — not glossy real estate branding. Warm ambient light, no filters, no logos.
Scheduling
Tool: Later
- 1.Log into Later, upload the two exported files: TikTok version (clean, no end card) and Instagram Reels version (with end card).
- 2.For the TikTok post: paste the TikTok caption, set schedule to Saturday 7:00 PM PT (10:00 PM ET), confirm Later's TikTok posting is enabled on your account (not push notification — direct publish).
- 3.For the Instagram Reels post: paste the Reels caption, set schedule to Saturday 7:00 PM PT, select 'Share as Reel' and enable 'Share to Feed'.
- 4.For the Reels version, add the first frame of the video as the cover image inside Later — do not use a mid-video frame as cover.
- 5.Confirm your Linktree URL is set as the active link in both bios before the post goes live — check Friday afternoon.
- 6.Set a phone reminder for Saturday 7:15 PM PT to reply to the first 5 comments within the first hour — this is the biggest lever on reach for a link-driving post.
Lead capture
Where this should drive
Linktree button labeled 'Full cost breakdown for a $255k East End house' → routes to a single-page Mailchimp landing page that captures email in exchange for a PDF titled 'The Real Cost of Buying in Pittsburgh's East End: line-by-line at $230k, $255k, and $285k.' Every email captured drops into a Mailchimp audience tagged 'video-inquiry-week4-costs'. Cara personally replies to every signup within 24 hours from her real inbox with one sentence: 'Saw you grabbed the breakdown — what price range and neighborhood are you looking at?' That reply is the actual conversion moment; the PDF is the reason to hand over an email.
Landing page copy
The real cost of buying a house in Pittsburgh's East End.
Line-by-line breakdowns at $230k, $255k, and $285k — closing-day cash, first-year carrying costs, and the Pennsylvania-specific numbers your coastal-city budget didn't plan for.
- •Exact transfer tax, title, lender, and escrow figures for each price point — not estimates, real quotes from recent East End closings
- •First-year totals including Allegheny County property tax, insurance, and PMI at 5%, 10%, and 20% down
- •The three costs relocators from NYC, DC, Boston, and SF consistently miss until the week of closing
Set up with Mailchimp + Linktree
- 1.In Mailchimp, create a new landing page (Create → Landing Page → Signup). Use the headline, subhead, bullets, and CTA above.
- 2.Under audience settings, tag every signup with 'video-inquiry-week4-costs' so you can trace which piece drove the lead — this directly supports the 90-day goal of tracing 2 clients back to video.
- 3.Set up a single automated email that fires immediately on signup: subject line 'Your East End cost breakdown', body attaches the PDF and includes one sentence — 'I reply to every signup personally within a day. What price range are you looking at?' Sign it from your real address.
- 4.Publish the landing page and copy the URL.
- 5.In Linktree, add a new link at the top of your list. Title: 'Full cost breakdown for a $255k East End house'. URL: the Mailchimp landing page. Leave it as the top link for the full weekend.
- 6.Set a calendar block Sunday 10am to personally reply to every signup from the past 24 hours from your inbox — not from Mailchimp — with the price-range question.