The PROPERTY DOCTORS, Sydney Australia Novak Properties

EP. 1388 The Making of, Whats the Market Doing In 15 Seconds

• Mark Novak, Josh Wapshott and guests • Season 29 • Episode 1388

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Ever wondered how "What's the market doing in 15 seconds?" became our most recognisable catchphrase? Today we pull back the curtain on this phenomenon that's transformed how we communicate with property seekers across Australia.

The concept emerged from recognising a fundamental truth – everyone wants quick, authentic market insights without the fluff. We crafted these bite-sized updates to deliver exactly that through a raw, unscripted format that stands in stark contrast to traditional property reports. What makes these 15-second snippets so powerful is their episodic nature, creating a rhythm that viewers naturally incorporate into their information-seeking routines.

The magic lies in our multi-channel distribution strategy. Each weekly update spreads across approximately 50 different platforms, reaching diverse audiences from LinkedIn professionals to TikTok scrollers. This web-like network explains why strangers approach team members at events like Formula 1 races to quote the famous catchphrase. As attention spans continue shrinking and consumer preferences shift toward authentic, unpolished content, our approach perfectly aligns with modern media consumption habits.

Beyond audience engagement, these updates serve a dual purpose by keeping our team constantly informed about market conditions. Monday mornings now involve property professionals researching auction clearance rates and local trends, enhancing their knowledge and ultimately improving client service. What began as a simple communication experiment has evolved into something that benefits both property seekers and industry professionals alike.

Want to see what all the fuss is about? Follow us across social platforms to catch our weekly market updates and experience first-hand why this format has captured Australia's attention!

Speaker 1:

What's the market doing? In 15 seconds we're going to pull apart and talk about the making, why it's working well and more. Stay tuned. I'm the ringleader, so watch it out. 60 new buses on the northern beaches have been ordered.

Speaker 2:

Wow, wow morning morning.

Speaker 1:

New news on the northern beaches 10 new double-decker buses, 50 new bendy buses coming soon.

Speaker 2:

Oh, I'm sure that beeline's going to be happy. There's some big queues.

Speaker 1:

There's some big queues. How are you? How are you Chief? How are you?

Speaker 2:

I'm good. I'm good. How are you this morning?

Speaker 1:

Very good, very, very good. What are we talking about today?

Speaker 2:

We're talking about something that's, uh, very familiar, something that you had your hands all over. Mark what's the market doing in 15 seconds? Um, the making of it and and really its impact. Um, I think we were speaking earlier this morning, um, about it and, and what really came out was you know, it's a great way to communicate with the public in a non-scripted version of what's really happening down on the ground, and getting that on that regular update every time we do our caravans on Monday is a great way of keeping them up to date and, you know, giving them a look into our day-to-day.

Speaker 1:

It's. You know it is, and something that I have learned, that I was taught formally was episodic media. And someone said to me and I think this works for not just media but everything in the world and in life, but episodic is something that's regular, that people get used to and it's very hard to execute to be regular and to be episodic. So what we do, if you haven't ever, ever, ever seen it, every single week I run around the camera, talk to every sales rep, rep, sometimes rentals rep, so there's sometimes 10, 10 people, 12 people, eight people, um, rocking around on it and I ask people their interpretation, their interpretation of the market within 15 seconds, a couple reasons.

Speaker 1:

And I think it's popular because it's ad hoc. People like to watch a surprise being unveiled and it's also local and relevant. So it's not being polished by formal national media, it's just what people on the ground are talking about. But the magic, josh, episodic People don't realise. They love to get into a rhythm. That's easy and this is people's way to get in a rhythm, consumers' way to get in a rhythm of updating themselves on the property market in a very easy fashion.

Speaker 2:

Yeah, definitely. And one question I want to ask you, mark, is yeah, what point did you go 15 seconds like where did it all come from? Where did the idea come from? I know you spoke about a bit there, but what, what in your head just goes what's the property market doing in 15 seconds?

Speaker 1:

well, it's the number one question that I've been asked in my career by people. Um, they would. They're not using those words, but in so many words, it's what people are have always asked and they and you know look, whether it's a conversation startup, whether they genuinely want the knowledge or or whatever it is, but it's the one thing that comes to mind with people all of the time, which is what we try to do with our morning minutes and our social media is answer what people are asking. But it was like, how do we do it? And then, how do we do it in a chomp, chomp, chomp, because people don't want to sit there for 45 minutes or 35 minutes for that type of content. But, yeah, so we tried it and I've got to say, if you're not aware of it or if you haven't seen the numbers of how it actually performs across everyone's media, it's pretty incredible. It's been a game changer for our business.

Speaker 2:

Yeah, I must say I often either, whether it's a friend. I've got a couple of mates up in Queensland and, you know, got most of them all over at the East and any time I see them. Now it's all. That's the first thing that gets asked what's the market doing in 15 seconds? So I mean it's definitely getting around and it intrigues people. Like you said, I think the raw you know everyone's sort of used to these fabricated videos dah, dah, dah, dah, dah. That rawness and, like you said, the surprise um, it's just the perfect mixture for um, so on, some authentic content and and people loving it you know it, media's changed, um, you know where.

Speaker 1:

And we, we were sort of at the. We've been battling with it for for a long time in in me, in in terms of you know, um, I guess in terms of trending, you know, you know, um, I guess in terms of trending, you know that that stuff happens so quickly. It's not like a 20 year change. But when it started trending that way, we were throwing media out and people were like, really, you know, really, you know where is, where is cameraman, where is your mic, where is your seriousness. And we were like, well, you know, that's not how we talk with people, that's not. You know, when it's a one-on-one conversation with someone, you don't sort of square up, you don't sort of count down five, four, three, two, one, you're live. That's the way reality television changed that, but that's the way people started opting to consume their media. Tiktok was probably the biggest change that I saw when it went from, when it came out and when it started doing viral things very quick, very early in its infancy. People are like, well, why it's?

Speaker 2:

like well, that's the type of media people are after. Yeah, that attention span of you know, intriguing content. It keeps getting shorter and shorter and those short clips. You know we started, I think, from the whole video boom. Video boom of youtube. You know you had your hour-long videos. Yeah, now it's all you know. Now they've shorts. You've got youtube shorts, instagram shorts and the. The attention span seems to be um diminishing more and more as the years go on, because it, um, that that's what keeping people attracted is that quick 15 seconds. Tell me what's happening, not give me a report, an assay to go along along with it. So it's crazy how, um, how consumers are changing, how people's um, you know how they're consuming media.

Speaker 1:

Like you said, it's an evolving door that constantly changes and it seems things like this keep us up to date with it, keep us relevant and I, and I know like much like you've said about your friends picking you up I like I can't tell you, um, it is frightening the amount of people that have made the joke and said that to me. Um, in the raw, um, so I can be. The reach of media is pretty incredible, because what's the market doing in 15 seconds If you've just tuned in? We're talking about the making of what's the market doing in 15 seconds and how it was born and how it is going. But you know, it's also Like I can guarantee I'm going to the F1 on the weekend in Melbourne. I guarantee you, if I can't, there'd be over 10 or 20 people that'll say something, half of which I actually won't know, which is astonishing. That free media can cut through, you know, like that, into people's imagination and minds. It's just phenomenal, it's phenomenal.

Speaker 2:

Oh it is. Yeah, the social media is something that I think is only going to become more and more important, and it's great that here at Novak we've got a foothold on it already. So, yeah, very, very important space moving forward. If you look at any sort of advertising, generally it's gone from paid and then it's found its way to a free source you know, you look at that, you know to main tv versus your free, your youtubes and things like that. Um, it just seems the way that these markets go is towards a free media service. It's just the way that that these things end up happening.

Speaker 1:

So I think it's it's something definitely to watch out for well, look at, um, I can guarantee if that content was served up through email, um, you know you wouldn't have the cut through. That it's got um. What people don't realize in the making of it is where it's actually broadcast, because what happens is and this is the freaky part um, what happens is when that's produced, um, it's, it's, it's multi-channel, so the channels are made up far and wide. So mark novak has facebook, insta, linkedin, tick tock. Uh, josh in LinkedIn, tiktok, I call it Filt, f-i-l-t Filt. So those are the channels that it goes out to.

Speaker 1:

Now, if you look at the following across each of those channels for Mark, across each of those channels for Josh, for Glenn, for Stevan, you look at all that and you consider that when we ramp it out, we ramp it out to those channels. Look at all that and you consider that when we ramp it out, we ramp it out to those channels. So it probably goes out to about 50 different channels on the same day, which is unbelievable. It's unbelievable 50 different channels. Now, who are those channels? It's like a web. The people that are on LinkedIn, the professionals that are there, are different to the people that are on TikTok. So it's going out to all these channels.

Speaker 1:

It's going out on a weekly basis, so it becomes episodic for people. They get used to it, they look for it, they have a laugh. You may watch a couple of seconds, you may watch the whole thing, and then the nice thing is, normally when you do watch the whole thing, it'll often entertain you at the same time. So sometimes we'll have something a bit crazy in the middle or at the end or at the beginning. Um, so people sort of start looking for that as well.

Speaker 2:

So it's um, it's been a big win.

Speaker 1:

Who would have thought, yeah, something so little had such a big impact? There you go, guys and girls. What's?

Speaker 2:

the market doing in 15 seconds, josh, before we go, anything else you want to add. No, it's probably something I just look forward to, the old 15 seconds. It's probably something that's not only good for the consumer but good for your agents as well, because Monday morning, or most mornings, you're always doing some market research, but more so on your Mondays. So your auction, clearance rates and what's happening in the area. So it it's it. It prompts not only good things for the consumers but for the people working in the industry as well.

Speaker 1:

So well done, mark. You've done, you've done well, you've done well there and we're all done team, because I've driven them crazy running around in that camera all the time and I was like, um well like a shark circling.

Speaker 2:

Where's he coming from? Where's he going? Have a great day. See you guys.