Ben Young
Ben Young
July 8, 2022

Edition #373

On those real estate newspapers, retention and new creator tools from Facebook.

I’m traveling a bit this summer, so the newsletter won’t be every week 🙂 But as much as I can. This weeks note is from Italy where the sun is scorching the Campari is cold.

One big thing

As you do when you’re traveling, I picked up a local real estate newspaper. To skim, to learn, to dream about what I could buy. Oh, two bedrooms, that big, good luck finding that in New York. And I’m sure I’m not the only one. I hunted and pecked my way through, and have picked it up several times during the day. Now as a piece of content, you might go, well he did finish it, or he got what he was looking for. So that’s success. It has educated me, it did bring me in, and maybe I won’t buy. But someone else will. And that’s the thing, that piece of content did its job.

MrBeast highlights with YouTube, you want to focus on retention, picking up the print and working your way through it. Are readers fully consuming? If not, why not? How can you change the format? Should it be shorter? Longer? Better use of images? Maybe sorted differently. At this point in time you would expect most real estate prints know how to do that.

But that’s not always the case when it comes to online comms. We change things because we can, because someone didn’t like something. But the whole goal, the only goal, is to get someone to read the thing. From start to finish. And as many people as possible. Maybe all those things that seem nice are getting in the way of doing the job you were trying to achieve. Which is why we all love newsletters right now, because they’re simple and to the point. If they’re not, we don’t open them and read them. We only remember those that actually deliver on that. Ironic huh.

But so, if there’s one thing to focus on, it is retention. Retention even down to each piece of content. Because if you can have a library of content with high retention. You have a top performing portfolio and obtaining results are be a lot easier. Alas, even with all that retention, my wife reassures me, that no we won’t be buying a property here. Cut off at the pass! Content can’t solve all conversion problems hey.

Notable stories this week


  • Group Black is in talks to buy stake in Bustle parent and has been eyeing a deal for Vice Media.

Campaign of the Week

Smartest commentary

  • “Across all of YouTube’s analytics, Donaldson said that he pays most attention to the retention rate, noting where viewers drop off and how that data can inform his future videos. He thinks that when it comes to audience engagement, the algorithm will prioritize something more difficult to accomplish — for example, it’s harder to get 70% retention on a 30 minute video than it is to get millions of views.”MrBeast, YouTube Creator

Datapoints of note

That’s it for this week.