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Cara Novak's Strategy

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Content Pillars

East End Neighborhood Reality Checks

Relocating buyers from expensive coastal cities are making six-figure decisions about Pittsburgh neighborhoods they've never visited — raw, walkable, time-stamped observations about what Garfield or Bloomfield actually feel like replace the sanitized content they're tuned out on

What Butler Street in Lawrenceville looks like on a Wednesday night vs. a Saturday afternoonHighland Park vs. Friendship: same price range, completely different vibe — here's what I'd tell you in personEast Liberty in 2025: what the redevelopment actually changed and what it didn't

Pittsburgh Buyer Process Demystified

This audience researches obsessively before contacting anyone, so the fastest path to a direct inquiry is being the source that explains Pennsylvania-specific mechanics — transfer tax splits, disclosure forms, escalation clauses — before a competitor does

Why your DC or NYC closing cost estimates are wrong for PennsylvaniaWhat a Pennsylvania seller disclosure form actually tells you and what it deliberately doesn'tThe difference between pre-qualification and pre-approval and why it cost someone a house in Friendship last month

What Offers Actually Look Like Here

First-time buyers relocating from high-cost markets have wildly miscalibrated expectations about Pittsburgh's East End market pace — showing them real offer scenarios without fabrication builds the trust that converts a viewer into a direct message

A $240k house in Bloomfield got 6 offers in 48 hours — here's what the winning one looked like structurallyWhen waiving inspection contingency is reasonable in Pittsburgh and when it's a mistakeEscalation clauses: how they work in Pennsylvania and when not to use one

Honest Cost Breakdowns

The gap between a buyer's assumed budget and their actual out-of-pocket costs is where deals fall apart — and this audience from high-cost cities has specific wrong assumptions that Cara can correct with exact numbers

Full cost breakdown on a $255k East End purchase: down payment, closing, reserves, and first-year surprisesPMI in Pittsburgh: what it costs on a $230k house with 5% down and when it drops offProperty tax reality check: how Allegheny County assessments work and why your Zillow estimate is probably wrong

Buyer-Only Representation Explained

Most of this audience has never worked with a buyer-side-only agent and defaults to assuming all agents have split loyalties — articulating what exclusive buyer representation means in plain terms is a direct conversion lever

Why I don't list homes and what that means for you as a buyerWhat dual agency actually is and why it's legal in Pennsylvania but worth understandingHow buyer-side commission works after the 2024 NAR settlement changes — what you actually owe and when

Where to Study What's Working

Buyer-side or buyer-friendly agents in mid-tier cities posting unfiltered neighborhood content

How to find: Search TikTok for 'moving to [city]' or 'honest [city] neighborhoods' filtered by most liked — look at cities like Cleveland, Columbus, Detroit, Baltimore where the price point and relocator audience overlap with Pittsburgh

What to study: How they structure neighborhood walk content — specifically whether they use time-of-day specificity, whether they name actual streets and businesses, and how they handle the tension between honest and promotional

Remote-work lifestyle creators who document relocating from expensive coastal cities

How to find: Search TikTok and Instagram Reels for 'leaving NYC' or 'left San Francisco' or 'moved to a cheaper city' sorted by most recent to find active creators — filter for those who post practical cost-of-living comparisons rather than aesthetic content

What to study: The language they use to describe what pushed them out of their previous city and what they were afraid of getting wrong — this is the exact vocabulary to mirror in Cara's content

First-time homebuyer educators who post process-focused content without listings

How to find: Search TikTok for 'first time home buyer tips' or 'how to buy a house' then filter for accounts that post no listing content — no 'tour this home' or 'just listed' videos at all

What to study: Which specific process videos get outsized engagement relative to their follower count — that ratio tells you which pain points the audience is most starved for plain answers on

Hyper-local Pittsburgh lifestyle and neighborhood accounts

How to find: Search Instagram for hashtags like #lawrencevillepgh #eastlibertypgh #bloomfieldpgh and look at accounts with 2,000 to 15,000 followers that post consistently about specific blocks, restaurants, and events rather than Pittsburgh generally

What to study: What neighborhood details they highlight that get comment engagement — comments where people ask follow-up questions or tag friends are the highest signal for what relocators actually want to know

Real estate agents who post explicitly anti-salesy or 'I'll tell you the truth' positioning content

How to find: Search TikTok for 'honest real estate agent' or 'what agents won't tell you' or 'real estate red flags' and look at agents under 50k followers who are getting strong engagement on truth-framing content

What to study: How they open the first three seconds — the hook construction that signals credibility without sounding like a disclaimer, and whether they use client story framing or direct-address framing

Personal finance creators who cover the real costs of homeownership for younger buyers

How to find: Search TikTok and YouTube for 'hidden costs of buying a house' or 'how much money do you actually need to buy a house' — focus on creators whose comment sections are full of buyers asking city-specific follow-up questions

What to study: How they structure cost breakdowns visually and verbally — specifically how they make numbers feel concrete rather than abstract, and whether text overlays or voiceover alone drives more saves and shares

Meta Ad Library

Competitors and lead-gen platforms targeting Pittsburgh first-time buyers are actively running ads right now that reveal which pain points and neighborhood terms they're willing to pay to own — studying those ads tells Cara exactly where the demand is and how to position against a sales-pitch tone she's already differentiated from

How to use it:

  1. 1.Click any search below — it opens Meta's Ad Library showing live ads for that term, sorted by impressions (the most-shown, likely best-performing ads first)
  2. 2.Study the top results: the hook in the first line, the offer, the format (video vs image), and how long the ad has been running
  3. 3.For a specific competitor, you can also search their brand name directly in the Ad Library
  4. 4.Note the limitation below — use the Ad Library to spot patterns, not to copy blindly

The Ad Library shows ad creative and how long ads have run, but NOT performance data like click-through rate or return on ad spend — so use it to study patterns, not as proof an ad is profitable.

Recommended Formats

Phone walkabout under 60 seconds with spoken narration and burned-in text callouts — single-take by default, CapCut-edited when a data-dense cost breakdown needs the extra headroom

3 per week

Cara's strongest differentiator is time-stamped, street-level neighborhood context that no listing platform offers — a phone-filmed walk on a specific block at a specific time is unreplicatable by any competitor and directly answers the question relocating buyers are Googling but can't find answered. Single-take is the default for scene pieces; the edited variant covers cost-breakdown pieces where the extra word budget matters more than the raw-take signal

Talking-head direct-to-camera explainers under 45 seconds using Submagic for auto-captions

2 per week

The voice samples demonstrate Cara already speaks in the tight, specific, number-anchored cadence that performs on TikTok — this format requires zero extra setup, converts well because the audience trusts face-to-camera delivery, and lets Submagic handle caption accuracy for the financial details where precision matters

Static Canva carousel posted to Instagram covering one cost or process breakdown per post

1 per week

The 40% out-of-state segment researches heavily on Instagram before contacting anyone — a saved carousel on Pennsylvania transfer tax or Allegheny County property tax gets bookmarked and shared in ways video doesn't, and Canva fits the existing tool stack without adding production time

Audience Map

Pains

  • 1.I've done the math on paper and Pittsburgh looks affordable but I don't actually know what I'm missing — I don't want to move somewhere and find out I got it wrong
  • 2.Every real estate video I watch is someone trying to sell me something — I can't tell if Pittsburgh is actually a good move or if I'm just being told what I want to hear
  • 3.I found a house I like but I have no idea if I'm about to overpay, get beaten out in 48 hours, or sign something I don't understand

Desires

  • 1.I want someone who will just tell me what a neighborhood is actually like to live in, not to visit
  • 2.I want to understand the whole financial picture before I'm sitting at a closing table finding out there are costs I didn't plan for
  • 3.I want to feel like I have an expert on my side who isn't getting paid more if I buy something more expensive

See this strategy turned into a 30-day plan.

The calendar maps these pillars and formats onto specific posts.

View the 30-day calendar