Current look
We've built a clear identity around Elliot. @ElliotCastleProperty on the discovery channels creates a single, consistent handle that builds synonymity across platforms. Profiles are optimised end to end. The content output is a high-quality machine that looks classy and professional without being over-polished, corporate or stuffy.
Multiple joint venture opportunities have already come in off the back of the social activity. The content is defrosting parts of Elliot's network and putting him front of mind when collaboration opportunities come up.
LinkedIn impressions across the platform are lower than ever. This is something users everywhere are experiencing as LinkedIn refines its algorithm and distribution in response to the rise of AI-generated posts. Despite that, Elliot's content consistently outperforms the norms for an account of his following size on impressions, and engagement has been very solid.
No outright viral wins yet, but we've cracked some TikToks at a couple of thousand views (highest is 2,777, see below). We're now refining content to be more platform-specific, sharpening thumbnails, and significantly upping post volume on TikTok (sometimes 3 per day) to give the algorithm more shots at a breakout.
Filming and posting the same videos across every platform has been deliberate. Shooting platform-specific pieces from day one would have throttled the volume on each channel and made it much harder to build momentum. Now that we've banked a backlog of usable content, the shoots can become more intentional, with specific videos filmed for specific platforms to serve the audience profile we're building on each (novice investors on TikTok, JV partners on LinkedIn).
We can also come along to ad-hoc events like property viewings and film behind-the-scenes content with Elliot at no extra cost (long-distance travel aside). This adds valuable variety to the feed, keeps the content from feeling over-polished, and performs particularly well on Instagram, TikTok and YouTube Shorts where raw, in-the-moment footage often outperforms the studio-style edits.
Target audience
These three personas are now our primary focus. We've always pointed at these audiences, but the brief was broader. Locking in this level of specificity gives each platform a clear, justifiable purpose and sharpens every shoot, script and post against a single intended viewer. To make them tangible, we've sketched a hypothetical character for each: a stand-in for the real viewer we're writing every script for.
"I've got £20k saved and zero clue how to actually buy my first investment property."
Who they are: First-time or early-stage buyers. Often 25 to 40, browsing on mobile during commutes or evenings. Time-poor but curiosity-rich.
What they want: Proof that property investment is accessible. Quick education. Deals they can actually buy without needing ten years of experience.
Content approach: Snappy educational clips. Myth-busting. Case studies that feel achievable. Clear CTAs to WBAH below-market-value listings.
Commercial outcome: Followership growth plus a direct pipeline of novice buyers into WBAH stock.
"I've got the deal flow and the experience, but I'm short on the capital and infrastructure to scale properly."
Who they are: Serial investors, developers and capital partners. 35 to 55. Often well-established in their own lane but missing a piece of the puzzle to push to the next level.
What they want: A credible, capable counterpart who brings what they're missing, whether that's capital, deal flow, infrastructure or operational muscle, so they can jointly do bigger numbers than either party could alone.
Content approach: Market insight posts. Deal breakdowns. JV structures. Content that helps these operators recognise the gap in their own setup and what Castle Property Group can bring to the table.
Commercial outcome: Viable JV deals presented to Elliot and the wider Castle Property Group.
"I'll happily spend an hour on a podcast if it teaches me one strategy I can actually use."
Who they are: People who want depth. A mix of novice and intermediate investors willing to spend 15 minutes learning a full strategy.
What they want: Detailed walkthroughs. Full case studies. Honest breakdowns of what went wrong and what worked. Podcast-style long-form conversation.
Content approach: Short-form teasers that drive viewers to longer videos. Evergreen educational library. Deep-dive interviews.
Commercial outcome: A nurture pool that feeds both the novice buyer pipeline and the JV partner network.
Future direction: how we get there
A platform-specific playbook. Each channel gets its own goal, its own audience and its own set of tactical levers, underpinned by a few principles that apply everywhere.
Each platform has its own algorithm, its own hooks, its own thumbnail conventions, its own ideal length. We treat them as four distinct disciplines, not one piece of content reposted four times. The 'creator card' playbook on the discovery channels (TikTok, Instagram, YouTube Shorts) is exactly that — designing for the click, not just shooting the talking head.
The single highest-leverage variables on the discovery channels are the thumbnail, the first frame and the first sentence. Bold expressions, high-contrast overlay text, a specific number, a contrarian claim. We're now A/B'ing these consistently and feeding the wins back into the next shoot.
Posting alone is half the job. Elliot commenting daily on relevant, well-performing content (operator posts on LinkedIn, top property creators on TikTok and IG, peer channels on YouTube) puts the @ElliotCastleProperty handle in front of exactly the right people, drives profile visits, and signals to each platform's algorithm that the account is active and worth pushing.
Being one of the first sharp, useful comments on a trending property/finance post is some of the highest-ROI activity available. It earns inbound profile visits, builds recognition with other creators in the space, and over time turns Elliot into a known voice within the conversation, not just a broadcaster.
Platform-by-platform playbook
Generate commercial opportunities and JV deal flow
- Deal breakdowns and JV structures that demonstrate Castle Property Group's edge (capital, infrastructure, deal flow)
- Hooks written for the LinkedIn feed: first line earns the 'see more' click, no fluff
- Outbound engagement: Elliot commenting thoughtfully on relevant operator/developer posts daily
- Direct DMs to warm contacts off the back of posts that touch on their world
- Carousel posts to drive dwell time, which LinkedIn's algorithm rewards heavily right now
Build a large novice-investor following and feed buyers into WBAH stock
- Algo-hacking with optimised thumbnails (the 2,777-view piece is the template, now repeated)
- Gripping hooks in the first 2 seconds — bold claim, contrarian take, or specific number
- High posting volume (up to 3 per day) to give the algorithm more shots at a breakout
- Trending audio and on-platform formats, not just edited talking-head clips
- Active in the comments of property and finance creators with overlapping audiences — adds reach and pulls profile visits
- Ad-hoc behind-the-scenes content from property viewings and site visits: raw, in-the-moment footage that keeps the feed varied and authentic
Build a parallel following with a slightly more polished feed presence
- Reels reformatted from the strongest TikTok winners, with hooks rewritten for the IG audience
- Creator-style cover frames so the profile grid reads as a brand, not a stream of clips
- Story replies and DMs treated as a primary engagement channel, not an afterthought
- Engaging with relevant accounts (UK property pages, finance educators) via comments and shares
- Ad-hoc behind-the-scenes Stories and Reels from property viewings: raw, authentic content that balances the more produced shoot edits and keeps the profile feeling active and personal
Lay the groundwork for long-form, where subscriber and authority compounding happens
- Same thumbnail playbook as TikTok carried into Shorts (British Home Group is the reference)
- Strong end-cards and pinned comments pointing viewers toward the channel and eventual long-form
- Once long-form is unlocked at renewal: deep-dive case studies and full strategy walk-throughs (15+ minutes)
- Title and thumbnail iteration on long-form — small changes that double or triple click-through on YouTube
- Ad-hoc behind-the-scenes Shorts from property viewings and site visits: raw, unscripted footage that builds familiarity with Elliot and breaks up the more formal content
Brand channels: We Buy Any Home & Sold
The original brief was that brand content could be derived directly from Elliot's output. In practice that has not held up: the audiences, tone and purpose are different enough that a copy-paste approach was always going to fall short, and that has caused some early confusion about what these channels are for.
Proposed way forward: keep WBAH and Sold as secondary channels, but flip the focus. These channels are not there to generate business — both brands have fared just fine without a strong social presence. The primary job is employer brand, and the secondary job is a steady drumbeat of content that signals trust, activity and relevance: "we are here, and we are real".
Cadence: at least one post per week on both brand LinkedIns and both brand Instagrams.
Content priorities (in order)
Social events, milestones, achievements, employee spotlights. Anything that showcases what it's actually like to work here. This is the lead horse for employer brand.
Headcount growth, new hires, vacant positions, revenue moments, expansion. Proof of momentum and scale.
Testimonials and reviews, press coverage, interesting properties acquired. Outside validation plus tangible examples of the work.
Industry breakdowns, how-tos, branded carousels. Useful by default, not self-promotional.
Measures of success: Elliot's personal channels
The targets below relate solely to Elliot's personal channels. Brand channel performance is assessed separately against the employer-brand priorities above.
Highly specific, algo-hacking content. Higher posting volume (already begun). Targeting big-view breakouts and playing the 'creator' role harder via engaging thumbnails (example shown).
Platform-tailored Reels, stronger hooks, creator-style thumbnails carried over from TikTok, consistent posting cadence in line with TikTok learnings.
Shorts as the proving ground, using the same creator-card thumbnail playbook (see British Home Group as a reference). They also post long-form YouTube content, and that is how they have grown their following. Subscriber growth only becomes realistic once long-form is in the mix, which is one of the things we'd look to unlock with a modest budget uplift at renewal.
Lean into the JV angle. Deal breakdowns, market insight, thought leadership. Drive viable JV conversations.
The same thumbnail playbook carries across all three short-form platforms: bold facial expression, high-contrast overlay text, a clear hook. The kind of frame that earns the click and gives the algorithm something to push. Elliot has flagged British Home Group as a reference doing this well on YouTube Shorts. They also post long-form YouTube content, and that is how they have grown their following.
Our highest-performing piece to date. First example out with the optimised thumbnail style and it immediately outpaced everything before it.
Roadmap
Click a milestone to see the detail.