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McMahon Property Group: Property Palz
BRIEF
MPG, an equity fund with a media brand, Property Palz, is dedicated to making real estate investment information accessible to the public. Collaborating closely with Chairman Ben McMahon, I crafted a comprehensive media strategy tailored to both internal and external stakeholders. My contributions included producing engaging videos, creating translations, designing eye-catching thumbnails, scripting content, and delivering weekly real estate podcasts optimized for TikTok and YouTube.
Challenges
Initially, the property-focused podcast on YouTube struggled to gain audience traction. The original strategy targeted male office workers aged 26 to 35, assuming that 20-35 minute episodes would appeal to them during commutes and lunch breaks.
However, user data revealed that shorter, minute-long videos generated significantly higher reach and impressions. This insight led me to pivot the social media strategy: podcasts became a resource for internal clients, while TikTok shorts were optimized to engage the primary target audience. This adjustment enhanced content effectiveness and ensured alignment with audience behaviors.
Property Palz TikTok
One of the most viewed videos, 107,000 views.
Property Palz Long Format Podcast
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