“Market Like You Gossip”: Spill the Tea Marketing

Have you ever noticed how fast people perk up when someone says, “Okay… don’t tell anyone I told you this, but…”

It’s like a universal instinct. Our ears sharpen, our curiosity spikes, and suddenly we’re paying attention. Marketing guru Jimmy Mackin distilled this perfectly with his now-famous list of “gossip-style hooks” that can be used in sales scripts, social captions, or video hooks. And honestly, they’re some of the most effective attention-grabbers you can use in modern marketing.

@jimmymackin’s Instagram

Because here’s the truth:
People don’t want another polished pitch. They want to feel like you’re letting them in on something. And when you market like you gossip, you create exactly that—intrigue, intimacy, and an irresistible urge to keep listening.

Why Gossip-Style Marketing Works

Think about the content you stop scrolling for.
It’s rarely the stiff, corporate-sounding stuff. It’s the content that feels like:

• A friend spilling a secret, sharing a story

• A hot tip you weren’t supposed to know

• A piece of insider info that makes you feel special for knowing it first

These hooks trigger curiosity and emotion at the exact moment you need a viewer to stop scrolling: the very beginning.

Gossip-style lines are magnetic because they break the pattern of typical marketing. Instead of “Let me tell you about this new listing,” you’re saying, “This isn’t official yet, but…” And immediately, the viewer is all in. Because… FOMO.

Examples of “Marketing Like You Gossip” in Action

Here are some real-world ways you can use Jimmy Mackin’s hooks to level up your Instagram Reels and Stories.

1. “This is between us but…”

“Okay this is just between us but I just spoke to the builder of this beautiful new home renovation on Mulberry Road, and they’re expecting it to be finished by March, selling for around $750,000. If you want me to dig up more details, DM me and I’ll get you the goss.”

2. “This isn’t official yet…”

“This isn’t exactly official yet but I might be bringing to market a 3 bedroom home in the Oak Section of Morrisville. Totally renovated, with really high-end finishes. I’m going seeing it tonight. Want me to send you some pics? DM me.”

3. “This might sound unbelievable…”

“This might sound unbelievable but buying this 2 bed, 2 bath home could actually cost you less than your rent. With 5% down at today’s average 6.1% rate, your monthly payment might be as low as $2,300. If this is more affordable than you expected, send me a DM.”

4. “I shouldn’t say this…”

“I probably shouldn’t say this but the sellers of a home in the Ericsson Estates just hinted they’d consider offers below list if someone comes in strong on terms. Want the details? I can fill you in.”

5. “Not everyone knows this yet…”

“Not everyone knows this yet, but the town is reviewing a plan that could add a dog park behind Knight Lane. If that passes, expect home values nearby to jump. I’ve got the tea if you want it.”

6. “You didn’t hear this from me…”

“You didn’t hear this from me, but there’s a lender offering a temporary buydown that could shave hundreds off your monthly payment for the first two years. Want the info?”

7. “I wasn’t planning on bringing this up…”

“I wasn’t planning on bringing this up, but an agent I met yesterday hinted at a Coming Soon that checks every box for first-time buyers. Two beds, fenced yard, updated kitchen. Want early access?”

Using hooks like these signals something important to your audience: you’re a plugged-in insider, someone who hears things before they hit the internet, someone who knows the market from the inside-out. And that makes people trust you more.

How to Start Using Gossip Hooks in Your Own Marketing

If you’re ready to spice up your content, start here:

• Pick one gossip-style line to open your Reel with this week. Pick a new one the week after. Continue.

• Use it in your Stories when talking about buyers, sellers, or market shifts.

• Add it to your email subject lines to boost open rates.

• Use it in conversation, especially during lead nurture calls.

The more natural it becomes, the more your audience will associate you with “insider info”—which, let’s be real, is exactly the reputation you want as a real estate professional.

Want More Tips Like This?

Follow @TheKollectiveAgent on Instagram for daily tips, scripts, and high-performing strategies to help you level up your business.

Marketing doesn’t have to be boring.
Sometimes all you need is a little… gossip.