Week 4 · Friday
Close the four-week arc with a direct identity statement that converts the highest-intent followers into DMs — the audience has watched the walks, the cost breakdowns and the mistake story, so a plain credential card lands as earned rather than sales pitch.
Posting window: Friday 7:00 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 image headline updates to match
Buyer-side only. East End only. I walk every block at night before I show it.
I don't list houses. That's the whole point.
Most agents work both sides. I only work yours.
How to hire an agent who has no reason to push you into a house.
If every agent feels like they're moving you toward a close — read this.
Image
One frame — the copy below is set on the image itself
Alt text is what a screen reader says for a slide — paste it into the platform's alt-text field when you upload.
On-image copy
Buyer-side only. East End only. I walk every block at night before I show it.
Lawrenceville · Bloomfield · Garfield · Highland Park · Friendship · East Liberty
Visual
A single text-forward card. The headline sits as the dominant element in the upper two-thirds of the frame, broken across three lines on its natural pauses. The neighborhood list sits smaller near the bottom as a single line separated by middle dots. No photograph, no illustration, no logo mark — the card is copy on a flat ground.
Alt text · for screen readers
A plain text card reading Buyer-side only. East End only. I walk every block at night before I show it, with a smaller line beneath listing the six East End neighborhoods Cara covers.
Visual direction
Color
Flat warm off-white ground with the headline set in deep charcoal. The neighborhood list beneath sits in a muted brick red pulled from the East End rowhouse palette. No gradients, no shadows, no accent shapes.
Typography
Headline in a modern serif at a size that fills the width with generous line spacing — confident, not shouted. The neighborhood list in a small sans-serif, letter-spaced, all caps, weight light. One clear hierarchy, nothing decorative.
Composition
4:5 canvas divided in thirds vertically. Headline occupies the upper two thirds, left-aligned with a comfortable margin on both sides. Neighborhood list sits centered in the bottom third with room to breathe above and below it. Wide margins throughout — the frame should feel calm, not full.
Production paths
- 1.Open Canva and create a Custom Size canvas at 1080 by 1350 pixels.
- 2.Add the headline as a single text block, break the line where the copy naturally pauses, and size it up until it fills the width comfortably following the composition in the design direction.
- 3.Add the neighborhood list as a second text block below and apply the type treatment the design direction specifies for it.
- 4.Set the background fill and the two text colours by referring to the color direction above — pick the closest named swatches in Canva's colour picker; if the exact serif called for isn't available in the free tier, substitute Playfair Display or DM Serif Display.
- 5.Nudge the two blocks until the vertical spacing matches the composition, then export as PNG at the default resolution.
Platform captions
Four weeks of walks, cost breakdowns, and one story about a sewer line I still think about. Here's the shortest version of what I do: I represent buyers. Only buyers. I don't take listings, which means I have no house I'm trying to move you into and no seller whose number I'm also protecting. My commission is 2.5–3%, paid by the seller at closing in most transactions — you don't write me a check to start. I work in six East End neighborhoods and I walk every block at night before I show a house on it, because a 2 PM open house tells you almost nothing about what it's like to actually live there. If you're relocating and you want a real read before you're too far in to back out — DM me the word EAST END and I'll send you the intake I do at a first meeting, so you know what to expect from any agent, not just me.
Hashtags
Scheduling
Tool: Later
- 1.Open Later and go to the Instagram calendar view.
- 2.Drag the exported PNG onto Friday at 7:00 PM PT.
- 3.Paste your selected caption into the caption field and add the hashtags at the bottom.
- 4.Paste the alt text into the accessibility field, and confirm the resolved version has your on-image copy written out — not the placeholder wording.
- 5.Preview the post to check the crop renders full-frame at 4:5, then confirm the schedule.
Lead capture
Where this should drive
The DM keyword EAST END triggers Cara to send a short PDF or note describing what her first buyer meeting covers — the questions she asks, what she puts in writing before showing a house, and the sewer-scope commitment on older East End homes. The reply is written as a document the buyer can use to evaluate any agent, not a pitch. Cara replies personally to anyone who engages further from that message.
Set up with Instagram native (manual reply)
- 1.Draft the intake note as a short one-page document — the sections Cara covers at a first buyer meeting, the sewer-scope commitment, and the two-line explanation of buyer-side-only representation.
- 2.Save the document as a PDF and keep it in the notes app or a pinned message so it's fast to send.
- 3.Turn on DM notifications for the 24 hours after this piece posts so the first replies land quickly.
- 4.When a DM with EAST END arrives, reply with a one-line thank you, send the PDF, and ask one question — which city they're relocating from — to open the conversation.