Morgul Marketing

    Dallas, TX

    Social media for brokerages working North Texas inventory

    North Texas puts unusual limits on what a brokerage can film and what it can say afterward. Clay under the region shrinks and swells with the seasons and moves buildings with it, so a walkthrough is only true on the day it was shot. The corridor north of Frisco changes fast enough that the same view filmed every month turns into an asset nobody can copy. A tenant asking who supplies the power is asking a question with two answers here, because the wires and the electricity come from different companies. And sale prices in this state never reach a public record, which makes a broker's pricing knowledge valuable and easy to publish by accident. Below is how to work inside all of it.

    Clay moves the building between seasons, so North Texas footage expires

    Expansive soils are a documented regional engineering problem, and they quietly put a shelf life on every walkthrough a brokerage shoots.

    Clay under this region shrinks and swells with moisture, and buildings move with it. Door gaps, brick joints, slab edges and the line where a wall meets a ceiling all look different in a wet spring than in a dry August.

    So a walkthrough shot in March and still sitting on a listing page in September is describing a condition the building may no longer be in, and the buyer who tours it will spot the difference before anybody on your side does.

    Which makes a reshoot ordinary here rather than wasteful. A building that sits through a season change has earned a second walkthrough, and the second one is quick because the first taught the broker where to stand.

    Frame wide once you are there. A slow pass down a full elevation shows a wall in the context a buyer will actually see it in, while a tight shot of a single crack starts a conversation a video has no way to finish.

    A tenant asking who supplies the power here is asking two questions

    The wires and the electricity come from different companies in this market, and almost nobody has explained that to a commercial occupier in public.

    The poles, the lines and the meter belong to the utility that serves the area. The electricity itself is bought from a retail provider the tenant picks. Two companies, two conversations, and one bill that confuses everybody the first time they see it.

    An occupier arriving from a state with a single utility has no framework for any of that. They ask who the power company is, hear an answer that sounds evasive, and stop asking.

    Very little published content aims a plain explanation at a commercial tenant, which makes it the rare local subject that is asked about constantly and answered nowhere useful.

    On camera the version that works stands at the building. The service entrance, the meter, the panel and the pad where a transformer sits are visible facts about that property, and a broker pointing at them while explaining the split is doing something no listing portal can copy.

    The corridor north of Frisco is worth filming from the same spot every month

    In a market building this fast, the most valuable footage a brokerage owns is the same view recorded over and over.

    Ground up development across Collin County and Denton County turns raw land into occupied buildings on a timeline somebody watching from another state does not believe until they see it happen.

    So film it. One fixed position, one visit a month, the same framing every time, and after a year you hold a sequence nobody can copy because nobody else started a year ago.

    The same discipline works on a single project. The pad, then the slab, then panels going up, then finished space, published as it happens rather than assembled into a highlight reel at the end.

    Label what is built and what is drawn. A rendering is not a building, and a clip that mixes the two without saying so spends the trust the rest of the sequence was earning.

    Sale prices here are not public record, so the number you know is a confidence

    This state does not put sale prices on the public record, which makes a broker's pricing knowledge unusually valuable and unusually easy to publish by accident.

    A broker working North Texas carries pricing that is genuinely unavailable anywhere else, because the figure never lands in a public file the way it does in most of the country. Whoever gave you the number chose to give it to you.

    Which makes the caption the dangerous part. A price slips into a congratulations post, a reply under a comment or an offhand line on camera far more often than it appears in anything anyone considered first.

    Watch the arithmetic as well. Rent, term and a cap rate published together are a price, and an audience made largely of other brokers finishes that sum in about a second.

    The content that carries none of the risk is the market note. What is being asked, what is leasing, what is sitting, described plainly by submarket across Dallas County, Tarrant County and the northern corridor, without pricing a single transaction.

    The parts of this that are not particular to North Texas, from what a brokerage should be publishing to how the work gets staffed, sit in our wider piece on social media for commercial real estate at /industries/commercial-real-estate/social-media.

    Questions we actually get

    Can we reuse footage of a building we filmed last year?
    For a location or an approach, yes. For the inside of the building, be careful. Clay under this region moves structures between a wet season and a dry one, so door gaps and wall joints change, and a buyer touring in August after watching a clip from March will notice something is different. A building that has sat through a season change deserves a fresh walkthrough, and the second one takes far less time than the first did.
    A tenant asked who the power company is. What do we say on camera?
    Say that it is two answers, then show both. The poles, the lines and the meter belong to the utility serving the area, and the electricity comes from a retail provider the tenant chooses. Stand at the service entrance and the meter while you explain it. An occupier from a single utility state hears the split as evasion until somebody walks them through it, and hardly anybody has bothered to publish that walkthrough.
    There is nothing built on the site yet. What is there to film?
    The same frame, once a month, from the same spot. Raw land in Collin County or Denton County becomes an occupied building faster than an out of state viewer believes, and the only way to show that is a sequence recorded while it happens. Nobody can copy it later, because the footage had to be shot a year ago. Just be clear about what is standing and what is still a rendering.
    Can we say what a building sold for?
    Generally no, and the reason here is structural rather than cautious. Sale prices are not recorded publicly in this state, so the figure you have came from a party who chose to trust you with it, and publishing it is a breach rather than a scoop. Describe the asset and the submarket. Watch the indirect version too, because rent, term and a cap rate posted together are a price to anybody in the business.
    Every industrial building we list looks the same on video. What do we do?
    Stop opening on the front elevation. Tilt wall panels look alike across the whole market, and the differences a tenant is choosing between are the column grid, the clear height, the yard depth and how a truck swings into the dock. Film the approach and the turn into the dock court, then walk the inside with the camera low enough that the columns read. The building sells itself from there.

    What is different here

    Brokerage is licensed and advertising generally has to identify the brokerage rather than only the individual. The more practical constraint is that this industry is bought at submarket grain: a downtown tower and a suburban flex park are different products with different tenants, and content pitched at a whole metro tends to speak to neither.

    Commercial Real Estate Social Media Strategy & Execution elsewhere

    Written by KC Thompson, Morgul Marketing.

    Talk to us about social media for commercial real estate firms in Dallas

    Tell us what you are working with and we will say what we would do first, and what we would leave alone. A real answer, not a pitch deck.

    No newsletter, no drip sequence. One reply from a person.