PHILLY’S REAL ESTATE ROCKSTAR:
The Instagram Strategy That Turned Followers into Homebuyers!
CLIENT OVERVIEW
Philly Home Collective (@phillyhomecollective) is a real estate brand based in Philadelphia, PA, catering to homebuyers, sellers, renters, and real estate investors in the Philadelphia area.
Their goal was to increase brand awareness, grow their social media following, generate leads, and establish themselves as the go-to resource for Philadelphia real estate. With a competitive market and a need to stand out, they sought a strategic approach to elevate their social media presence and connect with their target audience.
Challenges
Before March 2024, Philly Home Collective faced several challenges:
Low Engagement: The account struggled with limited follower growth and low interaction rates.
Content Strategy: There was no consistent posting schedule or cohesive content plan to engage the audience.
Lead Generation: Minimal efforts were made to convert followers into potential leads.
Competition: The Philadelphia real estate market is highly competitive, making it difficult to stand out.
These challenges highlighted the need for a comprehensive social media strategy to revitalize the brand’s online presence and achieve its goals.
BRANDING
We revamped Philly Home Collective’s branding to create a cohesive and recognizable identity:
Visual Identity: Established a warm, inviting aesthetic with a cohesive color palette, professional photography, and Instagram templates.
Voice and Tone: Developed a communication guide to define the brand’s voice as tongue-in-cheek, locally-savvy, and personable.
Community Focus: Integrated local slang, storytelling, and humor to make content relatable and engaging.
ENGAGEMENT TACTICS
To boost interaction, we implemented several engagement strategies:
Interactive Captions: Asked questions like, “What’s your favorite neighborhood in Philly?” to encourage comments and discussions.
Collaborations: Partnered with local personalities and businesses for cross-promotion.
Reels and Stories: Created engaging Reels showcasing property walkthroughs, neighborhood tours, and market updates. Stories were used for polls, quizzes, and behind-the-scenes content.
LEAD GENERATIONS
To convert followers into leads, we:
Added a “Contact Us” button and linked the website in the bio.
Used Instagram Ads to promote high-value properties and lead magnets.
Phase 1: Strategy Implemented (Starting March 2024)
CONTENT PILLAR DEVELOPMENT
To create a consistent and engaging content strategy, we developed five key content pillars:
Local Expertise: Highlighted Philadelphia neighborhoods, market trends, and insider tips to position Philly Home Collective as a local expert.
Property Features: Showcased stunning homes for sale or rent with high-quality photos and videos to attract potential buyers and renters.
Client Testimonials: Shared success stories from satisfied clients to build trust and credibility.
Educational Content: Posted tips and guides for buyers, sellers, and renters, such as “5 Things to Know Before Buying a Home in Philly.”
Community Engagement: Featured local businesses, events, and landmarks to foster a sense of community and connection.
POSTING SCHEDULE
We implemented a consistent posting schedule to maintain audience engagement:
Frequency: 2-3 posts per week, including a mix of Reels, Stories, and carousel posts.
Optimal Timing: Posts were scheduled during peak engagement hours (8-10 AM and 6-8 PM) to maximize visibility.
Phase 2: Growth and Engagement (AKA “Results”)
Follower Growth
MARCH 2024: 6,400
FEBRUARY 2025: 6,887 followers
.076% Increase
Engagement Rate
MARCH 2024: 230 Interactions
FEBRUARY 2025: 478 Interactions
From 3.59% to 6.94%
Reach and Impressions
MARCH 2024: 4,000 Reach
FEBRUARY 2025: 8,060 Reach
50.37% Increase
Top-Performing Posts:
Reel: “Iconic Levels Unlocked”
15.4K views, 591 likes, 36 comments, 342 shares, and 60 saves
Carousel: “This is What Dreams are Made Of”
7,423 views, 267 likes, 7 comments, 203 shares, and 61 saves
Our Secret Sauce:
CONSISTENCY IS KEY:
Regular posting and engagement significantly boosted growth and visibility.
VIDEO CONTENT PERFORMS BEST:
Reels and Stories drove the most engagement and reach.
COMMUNITY FOCUS:
Highlighting local neighborhoods and businesses resonated with the audience.
LEAD GENERATION WORKS:
Clear CTAs and Instagram Ads effectively converted followers into leads.
Phase 3: Next Steps
To build on this success, we recommend the following strategies:
INTEGRATE A BLOG STRATEGY
Develop a content calendar focused on topics like market trends, neighborhood guides, and home-buying tips.
Publish 1-2 high-quality blog posts per week to drive organic traffic.
Optimize blog content for SEO with local keywords.
REFINE CONTENT STRATEGY
Regularly review analytics to identify top-performing content.
Gather audience feedback through polls, surveys, and direct messages.
Experiment with new content formats like infographics and carousels.
ADDITIONAL RECOMMENDATIONS
Collaborate with local influencers or bloggers to expand reach.
Leverage user-generated content to build trust and authenticity.
Explore paid social media ads to target specific demographics.
Why This Matters for YOU
Here’s the deal: The Philly Home Collective’s success isn’t just about them—it’s about us. We’re the ones who crafted the strategy, created the content, and executed the plan that turned their vision into reality. And guess what? We can do the same for you.
What We Offer (AKA “Why You Should Work With Us”)
Tailored Strategies: We don’t do one-size-fits-all. Every brand is unique, and so is our approach.
Content Creation: From Reels to carousels, we create content that resonates and performs.
Community Building: We don’t just grow followers—we build communities that engage and convert.
Analytics Expertise: We track, analyze, and optimize to ensure your strategy is always on point.
Monetization Support: Whether it’s affiliate marketing, digital products, or sponsored content, we’ll help you turn followers into revenue.
Key Takeaways (Because We Love a Good Lesson)
Consistency is Key: Regular posting and engagement build trust and loyalty.
Authenticity Resonates: Real stories and relatable content drive higher engagement.
Adaptability Matters: Shifting strategies based on analytics ensures sustained growth.