Real Estate Brokerage.
Social Media Management · FB · IG · LinkedIn
A Miami real estate brokerage needed consistent, high-quality organic social presence across Facebook, Instagram, and LinkedIn to build brand authority and generate inbound listing inquiries. We produce 20 posts per month — 13 short-form reels and 7 static posts — covering new listings, market updates, team spotlights, and neighbourhood content. In 6 months: 312% follower growth, 4.8% average engagement rate (vs 1.2% industry average), and 3 attributable inbound listing inquiries per month from organic social alone.
Geo
Miami, FL
Source
Facebook · Instagram · LinkedIn
Period
2024 Ongoing
Tier
Social Media · Organic
The Setup
What we were working with.
The Problem
The brokerage had dormant social accounts with inconsistent posting, stock photography, and zero engagement strategy. Competitors with strong Instagram presence were winning listing appointments from warm social audiences. LinkedIn was completely unused despite the brokerage's commercial and luxury clientele being active on the platform.
The Audience
Three distinct audiences per platform: Instagram/Facebook for homeowners in target neighbourhoods (sellers and future sellers), luxury buyers and investors, and referral partners. LinkedIn for commercial real estate decision-makers, developers, and HNWI connections. Content strategy is tailored by platform rather than cross-posted without adaptation.
Our Solution
20-post monthly calendar: 13 reels (property tours, market insight videos, neighbourhood guides, agent spotlights, behind-the-scenes) + 7 static posts (market stats, listing announcements, team features, client testimonials). All content produced in-house. Monthly performance review with content direction adjusted based on what drove engagement vs saves vs link clicks.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
LinkedIn drives commercial and luxury listing inquiries that Instagram misses
Real estate agents underinvest in LinkedIn because consumer audiences skew toward Instagram. But for commercial properties, luxury listings, and developer relationships, LinkedIn's professional context produces higher-quality conversations. Three of the brokerage's largest 2024 transactions originated from LinkedIn connections made through organic content — none were trackable through paid channels.
Neighbourhood guide reels consistently outperform listing videos
Listing videos get saved by active buyers. Neighbourhood guides get shared by residents, forwarded to friends relocating to the area, and discovered through hashtag search. The brokerage's Coconut Grove neighbourhood guide reel reached 48,000 accounts organically with zero ad spend — 34% of whom were not followers. Neighbourhood content builds audiences that listing content converts.
Posting consistency matters more than posting perfection
Accounts that post 4–5 times per week consistently outperform accounts that post 10 times in a burst and then go quiet for two weeks. The algorithm rewards cadence. Our 20-post monthly calendar distributed evenly across the month — rather than front-loaded at listing launches — produced 2.8× more reach than the brokerage's previous inconsistent approach.
Facebook still drives the most inbound seller leads for real estate
Instagram gets attention but Facebook drives action for real estate. Homeowners aged 45–65 — the primary seller demographic — are most active on Facebook. The brokerage's Facebook market update posts generate more "what's my home worth?" DMs per post than Instagram reels with 5× more views. Platform-specific strategy, not cross-posting, is the difference.
More Receipts
