The Groves
The Groves is an award-winning, nature-minded, master-planned community located near Lake Houston.
The challenge
There’s only so many times a neighborhood can feature available model homes and amenities before it begins to feel repetitive. The Groves needed to stay at the forefront of the real estate social media game without sacrificing their luxury-forward brand and they didn’t have an available paid social media budget to support against the pay-to-play algorithm.
THE REMEDY
I made an effort to look beyond the selling aspect of The Groves.
I wanted to build a community online, not a sales vehicle, so I began to position The Groves as a leader on several fronts: a passionate source of Atascocita-related news, a real estate giant, and a place where nature lovers could come together just North of our beloved, but sensationally flat and concrete Houston.
We tested area-specific content and found that Generation Park updates, new restaurants, and shared content around San Jacinto Community College resonated most with users. Branded hashtags like #GetOutsideAtTheGroves elevated our content and we strategically utilized #houstonrealestate on every single Instagram post.
Caption:
Details matter to us here at The Groves. We love the artistic surprises sprinkled throughout our community.
Stay tuned for a new park area where residents can #GetOutsideAtTheGroves. #houstonrealestate
THE RESULTS
3.8% increase in Facebook followers
66% increase in Facebook page interactions
23% increase in Instagram followers
125% increase in Instagram impressions
Overall, The Groves’ content received more exposure, instilling brand familiarity and securing The Groves as a leader in the Houston real estate space on Instagram.