Going Viral Won't Sell Your Park City Home. Here's What Will.

Open Instagram right now and scroll for thirty seconds. I'll wait.

Notice anything? Every real estate agent looks exactly the same. Same trending sound. Same transitions. Same drone shot over the same mountain, the same "luxury lifestyle" montage cut to the same beat. Everybody copying everybody.

I want to talk about that because where real estate marketing is headed matters a lot more for your home than most sellers realize.

My industry has an innovation problem.

Here's something most agents won't admit: real estate agents don't like to innovate. They like to copy. "Oh, I want to be like her. I want it to look like that."

And I understand the impulse. When you see something working, you want to do it too. But here's what gets missed entirely.

The handful of people who actually started the short-form video revolution aren't successful because of how their videos look. They're successful because they were first. They were native to it. They worked relentlessly and figured the whole thing out from the ground up, back when nobody else was paying attention.

Now it's years later, everybody's jumped on the train, and every piece of content looks identical. And the copycats are not getting the same results as the people who pioneered it  because they're not innovating. They're ripping off a formula and repeating it.

Repeating a formula gets you something. It just isn't the thing that matters.

Views are not buyers.

This is the part most agents will never tell you, because it complicates the impressive screenshot they want to send you.

You can rack up a million views on a video of your home. A million. And it can mean absolutely nothing.

Because the only question that actually matters is not "how many people saw it?" It's "did the right people see it?"

A view from someone who will never buy in Park City is not a marketing win. It's noise. A million views from people who don't care about the property, can't afford the property, or would never get on a plane to come see it does not move you one inch closer to a sale. In fact, chasing those numbers can actively work against you  it tells the algorithm to keep showing your home to the wrong audience, and it tells you a story about "reach" that has nothing to do with results.

So when an agent shows you the view count, ask the only question that counts:

Did it actually help sell the house?

• Where is that audience coming from?

• What's the demographic? The age group? The location?

• Can these people actually afford this home?

• Are they motivated to come look at it  or are they just scrolling?

The right reach beats the most reach.

Let me put it as plainly as I can.

Would you rather have a million views on your home that brought you zero showings and zero buyers?

Or a hundred views that brought you five showings and one qualified, motivated buyer with an Offer?

You already know the answer. And that answer is the entire difference between marketing that looks impressive and marketing that actually sells.

I'm not trying to get you a bunch of views. I'm trying to get you the right one. Qualified to buy. Motivated to look. The right fit for your specific home.

Why this works for me and for my sellers

After nearly eight years building my own audience from scratch . I can tell you exactly who bought what from which video, where my viewers live states and cities, and where every view comes from. Which videos actually sold the house and which videos didn't. Surpise they were not the ones that went viral with the most views they were actually the ones that had lower views and were niched down. That isn't a vanity metric. It's a targeting tool.

Then I layer on what most local agents simply don't have: the global reach of Christie's International Real Estate and my own media company. Hyper-local knowledge of Park City, Deer Valley, Canyons Village and the Wasatch Back, plugged into a platform that reaches the right buyers wherever they actually are.

That combination is the point. It's not about getting your home in front of the most people. It's about getting it in front of the right people.

"DIFFERENT IS BETTER THAN BETTER" - Sally Hogshead