Harman Dua — Creative Director & Marketing Strategist, Vancouver, British Columbia, Canada

Tirajeh Mazaheri — Vancouver Elite Real Estate

Property Listing Content: Script, Direction and Visual Production · 2023 (2023) · Real Estate

Tirajeh Mazaheri is the founder of Vancouver Elites and owner of Coldwell Banker Prestige Realty, the number one realtor on social media out of 24,000 realtors in British Columbia for multiple consecutive years, with 213,000 Instagram followers and a brand built almost entirely on content. With an audience that had seen enough average real estate video to spot intention immediately, the bar for every piece of listing content wasn't just high. It had to be exceptional.

The Brief

Tirajeh's business is differentiated by her digital presence. She grew her entire real estate practice off her social media platform (specifically Instagram) at a time when everyone told her it would not work. That origin story meant her content operation was never treated as a marketing afterthought. It was the business. Property listing content for an account at her scale had to perform two jobs simultaneously: sell the specific property to a qualified buyer, and reinforce the brand identity of Vancouver's most visible realtor to an audience of over 200,000 followers.

Scripting: Building the Narrative Before the Camera Turned On

Every property shoot began with a scripting phase that treated each listing as a story rather than a specification sheet. The script was built around three layers: what the property is, what kind of life it makes possible, and why it matters in the context of Vancouver's market. Square footage and bedroom counts are facts. The script's job was to translate those facts into desire. A penthouse was not described by its square footage but by what it felt like to wake up to that view. A family home in a quiet neighbourhood was not listed by its lot size but by the specific quality of life that lot makes possible. Each script was calibrated to Tirajeh's voice and delivery style, so that when she spoke to camera the words felt like hers and not like copy that had been handed to her.

Direction: Controlling the Frame to Control the Feeling

On shoot days, directed the full production, working with photographers and videographers to ensure every frame served the listing's narrative. Shot selection, movement, sequencing, and pacing were all directed to create a specific emotional arc: the viewer should feel the property before they have consciously processed the details. Walk-through sequences were choreographed to reveal the property in the order that maximised impact, leading with the strongest visual moments rather than defaulting to a front-door-to-back-yard linear format. Tirajeh's presence on camera was directed to feel authoritative and personal simultaneously, which is the balance that makes a realtor with a large following feel trustworthy rather than performative.

Content Architecture: One Shoot, Multiple Funnel Stages

Each production was approached as a content system rather than a single video. The same shoot generated longform listing walkthroughs for YouTube and the website, shortform highlight edits for Instagram Reels and TikTok, static photography for listing platforms and feed posts, and behind-the-scenes moments that kept the human side of the brand visible alongside the properties. Every format served a different audience at a different stage of the consideration funnel, all pointing back to the same conversion outcome.

The Context

Working with a realtor whose entire business was built on the conviction that social media and content quality are a competitive advantage and not a nice-to-have meant that the production standards expected were closer to brand filmmaking than conventional real estate photography. Every listing was treated as a flagship piece of content for one of Canada's most followed real estate accounts, and directed accordingly.

Playbook: Thinking, Fast and Slow by Daniel Kahneman (2011) — The Two Systems That Shape Every Decision.

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