I write content
that actually gets watched.

Leads had dropped and client research pointed to a trust problem. People were hesitant to engage because they expected to be walked straight into a sales pitch, and were actively declining the company's welcome gifts for the same reason. I identified the brief: make the content feel like a conversation rather than a sale. I wrote 8 ad variants for the campaign — I wanted to portray the same message but in different ways: although the client is invested in the property because it's their home, we are equally, if not more, invested because we're obsessed with our craft.

When my team and I ran surveys with Gen Z, we found that young people weren't uninterested in real estate — they just found the existing content too overwhelming to engage with at their age. Nobody in Singapore's property space had thought to make it accessible for someone just starting to think about moving out, and that was the gap we saw. Taking inspiration from how Ferrari builds brand love long before someone can afford the car, we designed the series around topics Gen Z already cared about, like moving into university dorms or buying their first home with a partner. It had real property knowledge woven in underneath, so that when viewers were eventually ready to buy, the brand would already feel like a name they'd grown up with.

Each channel had a different audience with a different reason to care. For one channel, I rebuilt a publishing rhythm from scratch after a three-month gap and rethought how content was presented so it felt direct and honest rather than produced. For another, I spotted a gap in an underserved audience, tried the obvious approach, realised it was not working, and shifted toward entertainment-led content instead. For MCL and HeyMarcChan, I built a content waterfall system so one long-form video could feed a full month of reels, written posts and social content across platforms. The work across all four was the same at its core: figure out what each audience actually wanted, then build a content system that met them there.

Real estate video content had a retention problem — viewers were dropping off because the format had grown predictable. Before proposing anything, I studied how long-form creators like Michelle Khare and Johnny Harris held attention, then mapped those patterns against where property audiences were losing interest. From that I built a framework that shifted the format from standard walkthroughs to story-driven content, designing seven new formats to test it: one opened with a neighbourhood history before any property was shown, another used documentary-style interruptions to reset attention at drop-off points. Each format was built around a specific audience insight, and the result was a 24% lift in retention.