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.
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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.
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Property Palz TikTok
One of the most viewed videos, 107,000 views.
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Property Palz Long Format Podcast​
