Week 3 · Tuesday
Introduce the buyer-only representation model by naming the dual-agency conflict first-time buyers walk into unaware, and drive qualified East End buyers to DM the word BUYER for a plain-English breakdown of how buyer-side representation actually works.
Posting window: Tuesday, 7:30 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
That friendly agent at the open house? Not your agent.
You walked into an open house alone. Who's representing you?
Stop telling the open house agent what you're pre-approved for.
Nobody warns first-time buyers what dual agency actually is.
Every agent feels like they're moving you toward a house. There's a reason.
Script
Opener (0:00 – 0:10)
That friendly agent standing at the open house, handing you a flyer, asking what you're pre-approved for — that person is not your agent.
Body
They're the listing agent. They have a signed contract with the seller to get the highest price possible, from you. Everything you tell them — your budget, your timeline, that you love the kitchen, that you're relocating from Boston and the house feels cheap to you — all of it is information they are legally obligated to use for the seller. In Pennsylvania, if you don't have your own representation and you make an offer through that listing agent, you can end up in something called dual agency. One agent, both sides, one commission check. Nobody in that transaction is purely in your corner. I had a buyer last month almost offer 15,000 over asking on a Friendship house because the listing agent kept mentioning other interest. There were no other offers. Her own buyer agent, not me yet at that point, found that out in one phone call.
Close / CTA
If you're house-hunting in the East End right now and you've been talking to listing agents at open houses, DM me the word BUYER. I'll send you a plain breakdown of what buyer representation actually costs you — in most Pittsburgh transactions it's zero out of pocket — and what it changes.
≈ 225 words · about 90 s at single-take pace
On-screen graphics
Planned from the script at your reading pace. Times are approximate: drop each graphic over the line it belongs to.
| About | They say | Graphic | On screen |
|---|---|---|---|
| About0:00–0:03 | They sayYour hook, as you open | GraphicTitle | On screenThat friendly agent at the open house? Not your agent.Picture: a smiling figure at a doorway holding out a flyer, with a small seller's-side tag on the lapel |
| About0:16–0:18 | They say“highest price possible, from you” | GraphicUnderline | On screenhighest price possible, from you |
| About0:43–0:46 | They say“something called dual agency” | GraphicHeadline | On screenDUAL AGENCY / ONE AGENT / BOTH SIDESPicture: two arrows pointing to the same figure in the middle |
| About0:48–0:51 | They say“Nobody in that transaction” | GraphicKeyword | On screenNOBODY IN YOUR CORNER |
| About0:54–1:00 | They say“almost offer 15,000 over asking” | GraphicCounter | On screen15,000 |
| About1:00–1:03 | They say“There were no other offers” | GraphicStrike-through | On screenother interest / other offers |
| About1:17–1:20 | They say“DM me the word BUYER” | GraphicCard | On screenDM: BUYERPicture: a small chat bubble with the word inside |
Paste it into Claude, ChatGPT or another AI tool to build these graphics as clips.
Production paths
- 1.Set your phone on a tripod or lean it against books at chest height, vertical, framed from mid-chest up with your eyes on the top third of the screen.
- 2.Film by a window with the light on your face — late afternoon is forgiving. Avoid overhead ceiling lights alone.
- 3.Record one continuous take of the full script using the opener you picked from the five options. Give yourself three takes; pick the one where the first sentence lands cleanest — the opener is the whole battle.
- 4.Keep your hands moving naturally. The dual-agency line is the moment to slow down and look dead at the lens.
- 5.Pull the clip into CapCut. Trim dead air at the head and tail only. Leave the body as one take; this is a single-take piece.
- 6.Push the clip through Submagic for auto-captions. Set captions large, centered, lower-third, high-contrast — this is how most people will watch it.
- 7.Add the on-screen graphics from the cue sheet, one per cue, over the line it belongs to.
- 8.Export at 1080x1920, 30fps. Save a clean copy with no watermark for Instagram and a separate copy for TikTok.
Platform captions
The agent at the open house works for the seller. Pennsylvania buyers — this is the one thing I wish someone had told me before I signed anything. DM me BUYER and I'll send you the breakdown.
Hashtags
If you've been walking into open houses in Lawrenceville, Bloomfield, Garfield, or Friendship by yourself — this one matters. The listing agent has a contract with the seller. Everything you say in that house is information they're obligated to use against your offer. In Pennsylvania you can also end up in dual agency, which is exactly what it sounds like: one agent, both sides, nobody purely on yours. Buyer representation in most Pittsburgh transactions costs you nothing out of pocket. DM me the word BUYER and I'll send you the plain version of how it works. Buyer-side only. East End only.
Hashtags
Thumbnail brief
Build this in Canva — it's a design brief, not a prompt to paste.
Save a still of your face from the recording (Record → Save a frame) and open it in Canva — the brief builds everything around the face. Which frame: The frame right after you say 'not your agent' — eyes locked on the lens, mouth closed, flat expression.
- Crop
- 9:16 vertical, your face framed from the chest up, eyes on the top third, head slightly turned toward the camera
- Words
- NOT YOUR AGENT
- Placement
- overlay text in large bold caps across the lower third, left-aligned; small arrow element pointing off-frame to the right at your eye line
- Colors
- your brand palette — keep the background muted so the white overlay text pops
- Element
- a thin arrow graphic pointing off-frame right, suggesting the open house agent standing just out of view
Scheduling
Tool: Later
- 1.Open Later and upload the finished vertical video to your media library.
- 2.Create a new post for TikTok. Paste the TikTok caption. Set the schedule for Tuesday 7:30 PM PT.
- 3.Create a second post for Instagram Reels. Paste the Reels caption. Attach the thumbnail you built in Canva as the cover.
- 4.Set the Reels post for Tuesday 7:30 PM PT.
- 5.Turn on 'share to feed' for the Reel so it hits both the grid and Reels tab.
- 6.Double-check that the DM keyword in both captions reads BUYER — this is what you'll search for in your inbox later.
Lead capture
Where this should drive
The DM thread itself is the destination. Viewers who message the word BUYER get a short, pre-written reply from you with a plain-English breakdown of buyer representation — what it covers, who pays the commission at closing (usually the seller), and an invitation to book a 20-minute intro call if they're actively looking in the East End. The goal is to convert DM interest into a first meeting, which is where your buyer-side pipeline actually fills.
Set up with Instagram and TikTok native DM
- 1.Write your canned reply once and save it somewhere you can copy fast. Suggested text: 'Hey — thanks for messaging. Quick version: in most Pittsburgh transactions the seller pays the buyer agent's commission at closing, so working with a buyer-side agent typically costs you nothing out of pocket. What it changes is that someone is fully on your side on price, inspections, and timing. If you want to talk through what you're looking at in the East End, here's my calendar link: [YOUR CALENDAR LINK]. If you'd rather I just answer a question here first, ask away.'
- 2.In Instagram, turn on Saved Replies: Settings → Business tools → Saved replies. Create one with shortcut 'buyer' containing the message above.
- 3.In TikTok, keep the message in a notes app you can paste from quickly — TikTok does not have saved replies for business accounts yet.
- 4.Pin a note to your home screen or Linktree reminding you to check DMs twice a day for the next 72 hours after this posts. Speed matters — people who message a creator and wait a day cool off.
- 5.Track replies by searching your DM inbox for 'buyer' each morning. Keep a simple list of names + which neighborhood they mentioned so you can follow up personally.