Case Study: Property Reels, 50,000+ Contacts and a Connected Sales Funnel
100,000+ followers added in under six months. 54,656 contacts across a client’s messaging channels. A single property Reel with 12.7 million views. Here’s how attention connects to the sales process for one client (YukiHomes).
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Attention That Builds a Sales Pipeline
For one property client (YukiHomes), we connect videos people want to watch with something they want next: a free list of homes in Japan. The account added over 100,000 followers in under six months, and its connected messaging channels hold 54,656 contacts.
That gives the business a way to reach interested people again. Our content brings them in; the free property list and automated messages connect them with the sales team. Over 14,000 leads have also reached the client’s CRM, the database its team uses for sales follow-up.
A Property Story with a Clear Next Step
The Japan versus Italy Reel combines a presenter, properties and a comparison that gives viewers a reason to keep watching. That one film reached 12.7 million views across Instagram and Facebook.
Its next step is specific: comment YUKI for a free property list. The resource lets viewers explore homes, prices and listing details while their interest is fresh.
From a Comment to the Client’s Database
- Ask for the list. A viewer comments YUKI on a relevant Reel.
- Continue in Instagram DMs. The configured flow offers the property list and asks the viewer to continue.
- Share an email address. The viewer can provide contact details and access the property-list PDF.
- Connect with the business. Captured information reaches the client’s customer database for follow-up.
- Choose a next step. The client’s entry page offers a direct start or an optional introductory call.
- Bring interested people back. Email and Substack follow-up give the client another opportunity to share property information and invite the reader to take the next step.
The flow serves people at different stages. Someone who is curious can browse the properties first. Someone ready to act can start or ask questions.
Why the Resource Fits the Story
A property comparison creates practical questions: Which homes are available? What do they cost? Where can I see the listings? A home-list resource answers those questions and gives the viewer a reason to act.
The resource belongs to the subject of the Reel. A clear keyword and a specific list make the next step easy to understand, while the customer’s database gives the business a place to manage the resulting interest.
The Results
| Result | What it measures |
|---|---|
| 100,000+ followers added | One client account, in under six months |
| 54,656 messaging contacts | Across the client’s connected messaging channels |
| Over 14,000 leads | Delivered into the client’s own CRM |
| 12.7 million views | One Reel, across Instagram and Facebook |
The messaging funnel gives the business an audience it can reach again. The CRM organizes the contacts that move into its sales process. The Reel demonstrates how one strong video can bring attention to that system.
“We have about eight meetings booked for tomorrow already.”
A message from the client’s sales team.
That is the business connection: people move from watching a video to talking with the sales team.
Applying the Approach to Another Business
Start with a useful question your audience already has. Build the Reel around that question, offer a resource that helps answer it and make the requested action clear. Decide what information the business needs for follow-up and where it should be stored.
The next step should fit the person’s situation. Some people want to browse first; others are ready to start or ask questions. Connecting content, a resource and follow-up gives each of them a useful path forward.
Hanami Social brings content production and the next-step flow together. Let’s talk about what would be useful for your audience.
Matt Hannan is the founder of Hanami Social and a former Meta Senior Software Engineer who worked on the Instagram Reels publishing system. He is a named inventor on Meta’s US patent application for automated video reformatting. Let’s talk.