Impact
Clarity In Personal Brand Identity, Positioning & Messaging
Increased recognition locally as the go-to authority on Big Island Real Estate
25% increase in yearly sales volume as a result of meaningful buyer/seller conversations started via social media
The Problem
When Michele reached out to journi, she was already a successful luxury agent on the Big Island of Hawaii for over a decade, yet was ready to dial in on creating more of her dream clients. She recently had her visual branding re-designed (new logo and symbol), but then soon realized with so much new agent competition in her market, that it would take more to make a real connection with her ideal buyer/seller and build a memorable agent brand in the current social media space.
Step 1: Brand Identity, Positioning & Messaging
The first step were strategy sessions that, similar to building a home, would allow Michele to have a strong personal brand foundation that she could efficiently build from. Simply put, getting clear on what her brand stood for, wanted to say, who exactly she wanted to say it to, and why they should care. To accomplish this we dug deep to define Michele’s ideal (or dream) buyer and seller personas, her core values, her origin story, as well as her unique value proposition and her unique point of view on the real estate space as a whole.
Step 2: Visual Brand Identity
With the visual brand identity (logo and symbols) that were previously designed now in alignment to her brand messaging, our team went ahead and designed her font suite, created alternative logo versions and specific color code guidelines to keep her agent brand consistent across all social media content/platforms.
Step 3: Social Media Marketing Strategy
With Michele's brand identity confidently in place, the next step before diving into creating content for social media was first creating a sound strategy. This meant getting clear on success goals, timelines, content pillars, content topics, the journey we want to create for her audience to follow, profile cleanup, engagement tactics and more. All of this to make sure all content was going to be intentional, on brand, and valuable to the desired buyer/seller audience.
Step 4: Daily Social Media Management
The key to putting out consistent content is being organized and having a system. Once our social media branding strategy was in place, our social media manager set up an easy to use content calendar that kept everyone on track with what content was scheduled to come out, when and where exactly. We used this board as a place to have Michele offer feedback and make revisions, and approve content weeks before the content was scheduled to release.
Step 5: Content Production
With both a strong strategy and system in place we had the clarity and structure needed to start producing quality content that would build up Michele as the relatable real estate authority to her ideal market. Our team led both the direction and production of video reels while our social media management team created carousel posts, caption copy, and the day to day management of posting the content to all of her social platforms. This took 90 percent of the content production workload off her plate so she could focus on serving clients instead.
Step 6: Professional Video Content Production
Now that Michele was more seasoned talking on camera, the next step was to elevate her video content look by bringing in the professional film team to capture lifestyle and educational shots with that cinematic “Netflix level” touch. This elevated the perceived status of Michele as a luxury agent, and further positioned her as market leader in comparison to many of her peers that were missing this element. These higher quality videos also created a stronger direct response once we ran them as ads with an intention to attract new buyer/sellers outside of her natural sphere.
Step 7: Sponsored Paid Advertising
Over the first couple of months we began to see which content was performing the best and rather than fighting against the algorithm to get her content seen by the desired audience, we instead repurposed her best performing content into facebook paid ad campaigns to increase the reach of her content directly to her ideal audience by 100x.
