Social Media Overhaul for a Property Brand

The Challenge

The client had social media accounts but posting was inconsistent — sometimes three posts a week, sometimes nothing for a month. The content was mostly stock images with generic captions. No content calendar, no visual consistency, no clear strategy. Followers were stagnant and the social presence did not generate any inbound enquiries.

Our Approach

We rebuilt the social presence from the ground up. First, we defined content pillars based on what the buyer actually cares about: project tours, location explainers, buyer education and team credibility. Then we built a visual system — templates, colour rules and typography — so every post looked professional and consistent.

Execution

We created a 12-week content calendar with three posts per week: a project-focused post (Monday), an educational or buyer-tip post (Wednesday) and a reels or behind-the-scenes post (Friday). Each post was designed using brand templates and published on schedule.

Instagram Reels were introduced as a new format — short project tours, location walk-throughs and buyer Q&A videos. These performed significantly better than static posts, with 3-5x the engagement rate. We also set up Instagram Stories for daily updates and polls to boost interaction.

Monthly reports tracked follower growth, engagement rate, reach and — most importantly — DMs and form submissions attributed to social content.

Results

Over 12 weeks, followers grew by 340. Engagement rate improved from 0.8% to 3.2%. The reels format produced an average of 15-20 DM enquiries per month. The client transitioned from "social media is a waste" to treating it as a consistent inbound channel. The content calendar and templates made ongoing management sustainable without constant creative firefighting.