2. COMPANYNAME
MAIN AGENDA
Introduction
Situation Analysis
Goals & Objectives
Consumer Analysis
Content Analysis
Targeting Methods &
Strategies
Analytics & Metrics
Ad Mock-up
Create a comprehensive social media marketing
plan to generate leads by increasing property
inquiries and home sales through paid social
media ads and content creation with a primary
focus on Facebook, Instagram, and YouTube.
Our Objective
3. Unique visitors have
visited the brand’s
website in the past
year
18.4
KTotal followers across
Facebook, Instagram, and
Youtube with primary activity
via Facebook.
Company Story
American Caribbean Real Estate is the largest and most dynamic independently
owned residential real estate company serving the Upper Florida Keys. The
American Caribbean team is comprised of experienced, successful, and dedicated
real estate professionals who celebrate the extraordinary destination and offer a
unique perspective regarding the benefits of the ideal Keys lifestyle
The brand prides itself on understanding that the island lifestyle is just as
important as the home and is prepared to help their buyers find the right
property to fit their lifestyle.
28
Average total aggregated
posts across platforms per
month.
54K 6
Total platforms company is
present on. Facebook,
LinkedIn, Instagram, Twitter,
YouTube, & Vimeo
4. American Caribbean’s
Mission & Vision
Mission
Vision
At American Caribbean Real Estate, our goal is to unite
our local market expertise, specialization in attention to
details, and negotiating skills with the in-depth
understanding of our clients’ needs to provide a
personalized level of service and make your real estate
buying or selling process a successful and satisfying one.
Our mission is to exceed our client’s expectations by
providing exceptional service throughout their home
buying or selling experience. We are committed to our
community and local charitable organizations. We are
stewards of our natural resources and seek to protect our
unique environment, and we collaborate with honesty and
integrity when interacting with our peers.
5. In order to help American Caribbean Real
Estate to achieve their social media
marketing objectives, we analyzed the
brand's strengths, weaknesses,
opportunities, and threats respective to
their current social media marketing
strategy, industry, and the company as a
whole.
SWOT ANALYSIS
6. ACRE
American Caribbean Real Estate’s
current social media marketing
strategy at a glance:
• Unorganized method of promoting
featured property listings, recent
property sales, and lifestyle
content.
• Professional property images, 360°
interactive video property tours,
drone footage, lifestyle footage,
educational articles, and more.
• No efficient strategic process or
reasoning behind the content they
post.
• Data shows that the lifestyle
content such as videos and photos
about sunsets, fishing, boating, and
more, receives higher engagement
rates than property listing content.
S O C I A L M E D I A
S I T U A T I O N A L A N A L Y S I S
S U M M A R Y O F P E R F O R M A N C E
8. 8
Facebook
● Most active platform
● Primary contributor
to website traffic
● Most posts are
listings
● No links to landing
pages
YouTube
● Least consistent
posting schedule
● Video tours of
properties
● Alternate between
voiceover and music
background
Takeaways
● Facebook is the most
active network.
● Well-designed imagery.
● Content is reused
across all channels
without much
alteration.
● Platform formats are
not being optimized
Instagram
● Not enough video
content apart from
stories
● Saved Insta stories in
categories
● Slightly more lifestyle
content than other
platforms
Website
● Not using landing
pages efficiently
● Utilize contact forms
on more pages
● Reduce number of
fields on forms
14,500
followers
3,897
followers
74
followers
2,000 active
users in the
last month
Platform & Content Examination
9. Generate leads by increasing property inquiries &
home sales
G e n e r a l O b j e c t i v e
Increase contact form
submissions
S p e c i f i c O b j e c t i v e
# 1
S p e c i f i c O b j e c t i v e
# 2
Social Media
Marketing
Objectives
ACRE
Increase engagement rate
10. The Plan.
Our Social Media Marketing Plan is to incorporate Florida Keys
lifestyle-driven content into American Caribbean Real Estate’s
organic posts and paid ads. We want to ignite the desire within
the target audience to experience the Keys lifestyle. In
promoting a lifestyle instead of property listings, we can
capture the attention of paradise seekers and lead them to
purchase a second home or investment property.
Implementing a consistent social media posting schedule as well
as creating content that integrates property listings and
lifestyle content will facilitate increased engagement across
platforms.
Facebook and Instagram ads will be utilized to target potential
clients who show an interest in the lifestyle that the Florida
Keys have to offer. This will also reach audiences who may not
have ever considered purchasing a home in the Keys before but
are now seeking to temporarily relocate from big-cities due to
the COVID-19 stay at home orders or to invest.
ACRE
11. COMPANYNAME
General Obj.
Specific
objectives
Specific
objectives
Strategy
Strategy
Increase
Property Inqui
ries and Home
Sales
Increase
Contact Form
Submissions
Increase
Engagement
Rate
Increase
Efficiency
of Property
Listings as
Ads
Efficiently
Use
Lifestyle Cont
ent to
Increase Desir
e and
Authority
Objectives,
Strategies, &
Tactics Increase
Website Traffic
Strategy
Strategy
Increase
Interaction
with Followers
Tactics
Speak and Directly
Appeal to Audience in
Content
Tactics
Create Blog Content
with SEO Appealing to
Target Audience -
Lifestyle
Tactics
Optimize Mobile Site
Tactics
Design Attractive
Landing Pages
Tactics
Facebook Retargeting
with Pixels
Tactics
YouTube Remarketing
Tactics
Consistent
Posting Schedule
Tactics
Create Content
that Integrates
Property Listings and
Lifestyle
Tactics
Increase Usage of
‘stories’
15. Facebook Content Creation & Strategy
Targeted Audiences
Island laid-back lifestyle,
Vacations, relaxation videos
to ignite desire to invest
in the Florida Keys.
Organic Lifestyle
Content
Conquer intrigued individuals as
well as foster a social media
community that engages frequently
and continuously looks forward to
ACRE’S latest posts.
Facebook Pixel Ads
Create Custom Audiences to
optimize and retarget content
based on previous online
behavior.
KPI
Increase Engagement by
5%
16. COMPANYNAME
Instagram Tactics & Features
IG Stories
Conversation
starters &
one-one-one
interactions.
Polls, Questions,
Challenges,
Countdowns, Emoji
Slider
KPI
Increase Instagram
Engagement by
3%
Carousel Ads
Catalog-like
format to
showcase
Properties,
leisure
activities, and
promote island
lifestyle.
Property tours,
neighborhood
walkthroughs, a
day-in-the-life for
a Florida Keys
local, community
events, lifestyle
content, etc.
Engagement
17. The YouTube Approach
100%
90%
70%
74
Remarketing Ads
Target website visitors that
expressed interest in the
Florida Keys lifestyle and
residential life based on
Google search history.
Warm & Friendly
Videos
70% of what people watch on
YouTube is determined by its
recommendation algorithm.
Catchy Headlines &
Thumbnails
90 % of the best
performing YouTube
videos have custom
thumbnails.
Building an
Experience
Create curiosity to
experience the Florida
Keys lifestyle .
18. CONTENT GUIDELINES: Calendar
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Instagram
Featured
property
Featured
Neighborhood
images
Featured
Property
Featured
neighborhood
images
Featured
property
Lifestyle
posts
Sunset
Sunday
YouTube
Drone
Neighborhood
Video
Property video
tour
Lifestyle
Video
(once
monthly)
Facebook
Featured
listing
Featured listing
Featured
listing
Featured listing
Lifestyle –
Featured
local
Restaurant
Lifestyle –
fun the sun
Lifestyle-
sandbar
Sundays
Blog
Weekly
post
20. Measuring success:
Guidelines & Dashboard
• Focus on KPIs that lead up to
the main goal
• Develop a centralized
dashboard to efficiently check
KPIs
• Schedule regular check-ins to
be sure efforts are on track to
meet the thresh holds of
success set
21. Metrics:
KPIs
Specific
obj.
Specific
obj.
Increase
Contact Form
Submissions
Increase Engagem
ent Rate
Measure monthly
landing page sign
ups –average 10 new
submissions per
month.
bounce rate -
reduce bounce
rate by 7% by
end of year.
blog visitors – obtain
average 35 new
unique blog page
visits each month
Increase engagement on
establish platforms by
end of year
Facebook up by 5%
Instagram up by 3%
Increase YouTube
subscriber
amount by 5k by
end of year
Conversion rate for
CTA’s - increase
CTR of remarketing
CTA’s by 3% in the
first 4 months of
the year
Melina
We are here today to pitch a Social Media Marketing Plan for a Florida Keys based Real Estate Brokerage.
Patrick
Our Objective is to create a comprehensive social media marketing plan to generate leads by increasing property inquiries and home sales through paid social media ads and content creation with a primary focus on Facebook, Instagram, and YouTube.
P
American Caribbean Real Estate is the largest and most dynamic independently owned residential real estate company serving the Upper Florida Keys. Since 1987, American Caribbean Real Estate has exceeded expectations of buyers and sellers in the Florida Keys real estate market, establishing a reputation that is synonymous with integrity, professionalism, and unparalleled marketing expertise. The American Caribbean team is comprised of experienced, successful, and dedicated real estate professionals who celebrate the extraordinary destination and offer a unique perspective regarding the benefits of the ideal Keys lifestyle.
The brand prides itself on understanding that the island lifestyle is just as important as the home and is prepared to help their buyers find the right property to fit their lifestyle.
Alex
American Caribbean Real Estate’s mission is to exceed their client's expectations by providing exceptional service throughout the home buying or selling experience. They are committed to the Florida Keys community and local charitable organizations. They are stewards of their natural resources and seek to protect their unique environment, and they collaborate with honesty and integrity when interacting with their peers.
American Caribbean Real Estate’s Vision and goal is to unite their local market expertise, specialization in attention to details, and negotiating skills with the in-depth understanding of their clients' needs to provide a personalized level of service and make the real estate buying or selling process a successful and satisfying one for their clients.
Melina
In order to help American Caribbean Real Estate achieve their social media marketing objectives, we analyzed the brand's strengths, weaknesses, opportunities, and threats respective to their current social media marketing strategy, industry, and company as a whole. With that in mind, we found that American Caribbean’s strengths consisted of having a significant amount of followers on Facebook, a strong Facebook Presence overall, an in-house marketing team, and good content, photography, and videography that can be repurposed across platforms.
Their weaknesses include not having a consistent lining between social media platforms, a lack of consistent posting across all social media platforms, Low engagement rates on high follower count platforms such as Instagram and Facebook, and that their brand recognition is limited to the Upper Florida Keys.
Some of their many opportunities are the opportunity for growth on YouTube and Instagram through remarketing to their Facebook followers, the integration of drone footage and cinematography into other platforms besides Vimeo to increase intrigue, remarketing to invigorate engagement across platforms including their website, and target out of state audiences to raise brand awareness outside of their local community.
Potential threats to American Caribbean are stagnant social media growth, an audience that may not find their content exciting enough to engage with, high level competitors securing a stronger social media presence, and their social media platform profiles being compromised with security and privacy issues.
Patrick
American Caribbean Real Estate's current social media marketing strategy utilizes an unorganized method of promoting featured property listings, recent property sales, and lifestyle content on social media platforms such as Facebook, Instagram, Twitter, LinkedIn, YouTube, and Vimeo with a goal to promote properties and increase sales. The content schedule, or lack thereof, is based on an "Agent Marketing Plan" offered to the company's real estate agents to market their property listings. Upon entering into an agreement to participate in the agent marketing plan, the property is added to a list of properties to be promoted on social media. The post type depends entirely on the agent marketing package.
The content American Caribbean currently promotes on social media includes professional property images, 360° interactive video property tours, drone footage, lifestyle footage, educational articles, and more. However, their posting schedule lacks consistency. Currently, they either post the same exact content across all platforms in which they are present, or they fail to post content to some platforms while continuing to post to others.
Their current social media data shows that lifestyle content such as videos and photos about sunsets, fishing, boating, and more, receives higher engagement rates than property listing content. The lifestyle content receives a significant amount of interaction compared to the posts featuring property listings or recent sales. Video content has also proven to be a strategy that works for American Caribbean's current social media strategy.
P
American Caribbean currently has 14,000 followers on Facebook with a 68% audience swaying towards females, 3,800 followers on Instagram with 54% of their audience being males, and 30,000 YouTube video views with 71% of their audience being males.
Alex
American Caribbean Real Estate’s Facebook company page is the most active platform with more than 14.3K followers. Their Facebook page is the platform they prioritize over other social media channels and serves as the primary contributor to website traffic compared to other social media platforms. The highest performing videos on this platform by minutes viewed has an average video watch time of 2 minutes and were typically lifestyle videos of fishing, sunsets, or boating.
American Caribbean real estate currently lacks a consistent YouTube upload schedule; The most recent posting is 4 months old. Additionally, videos lack outbound links to any other social media or landing pages. With low views per video, it is evident that content creation is not strategized thoroughly to capture interest.
ACRE's Instagram page serves as a visual focal point depicting what they have to offer to potential buyers. The individual posts tend to consist of featured properties, "just sold" announcements, and "just listed" announcements. These are all in the form of professional photography that depicts both a sense of luxury and the area's natural beauty.
American Caribbean Real Estate recently published a new company website in order to generate more website leads through an updated property search functionality, form creation, and a design that is optimized for mobile and SEO.
Landing pages have so far not been used efficiently to guide potential clients through to the buying stage. The recently launched website that American Caribbean Real Estate has now adopted has the ability to filter property inquiries directly to the agents through the newly integrated CRM program.
With the updated integration of the website with its CRM program, American Caribbean is ready to increase its lead generation tactics through paid social media ads and consistent organic content.
Patrick
As a general objective, American Caribbean Real Estate is seeking a comprehensive social media marketing plan to generate leads by increasing property inquiries and home sales through paid social media ads and content creation with a primary focus on Facebook, Instagram, and YouTube. Increasing property inquiries and home sales will position American Caribbean Real Estate as the leading luxury real estate brokerage in the Upper Florida Keys.
As specific objectives, American Caribbean seeks to increase Contact Form Submissions and Increase Engagement Rate.
By generating and increasing the number of form submissions, American Caribbean Real Estate will have a steady influx of prospective buyers to nurture through the sales funnel. Contact forms submissions will be measured by landing page conversion rates, property inquiries, and email subscriptions.
American Caribbean will be able to drive readership from social media posts to the company website by creating educational and engaging lifestyle content on real estate topics. The content should focus on all that the Florida Keys' lifestyle has to offer and aim to drive interest in investing in a property in the Keys. Ultimately, the engagement rate will be measured by conversion rate for call-to-actions, blog visitors, form submissions, landing page session time, and bounce rate.
Melina
In order to increase property inquiries and home sales for American Caribbean Real Estate, we plan to create Florida Keys lifestyle content such as a video to launch paid ads across Facebook, Instagram, and YouTube to generate awareness, interest, and desire within our target audience to live the Keys lifestyle.
This video will target second home buyers as well as those actively searching for island-life activities. Facebook and Instagram ads will be utilized to target potential clients who show an interest in the lifestyle that the Florida Keys has to offer. After the initial awareness has been established, a Facebook Pixel will be used to remarket website visitors who clicked through from the Facebook and Instagram ads. Retargeting ads will occur across platforms to re-engage with consumers who visit the company website or show interest in real estate in their Google Searches.
Generating awareness and desire to live the Keys lifestyle will nurture viewers through the sales funnel into the consideration phase, which will increase click-through rates from the paid ads to the company's property search landing page where they will submit a contact form or property inquiry form. After their initial property search on the landing page, users will be retargeted on Facebook, Instagram, and YouTube with paid ads featuring lifestyle videos to intensify their desire to purchase a property in the Florida Keys.
Additionally, organic content will differ across platforms featuring micro-video clips on Instagram, 360° interactive property tours, photos, and longer videos on Facebook, and full-length video content on YouTube.
In selling a lifestyle over promoting property listings, we can capture the attention of interested audiences by heightening their desire to purchase a second home or investment property.
P
We will employ two strategies in order to achieve our specific objective of increasing contact form submissions; increasing website traffic and increasing the efficiency of property listings as ads. To increase engagement rate, we have decided to use lifestyle content to increase desire in our audience and a sense of authority for the brand.
We will also make it a point to increase the level of interaction with followers.
The tactics we will employ for this campaign are; creating blog content that utilizes the Keys lifestyle to appeal to the target audience, optimizing the mobile site, designing attractive landing pages, using Facebook retargeting with pixels, using YouTube remarketing, instituting a consistent posting schedule, creating social media content that integrates property listings with the lifestyle message we’re promoting, using a voice that speaks and directly appeals to the audience, and increasing the use of ‘stories’
MELINA Here is a sample video that we will be using for this campaign.
Alex
Within American Caribbean Real Estate's target market, we have identified the following key audience personas to represent their ideal customers:
Our first audience segment, Baby Boomers, range in age between 52 and 72 years old. They are seeking to purchase a second home in a warmer climate or are looking to downsize and simplify their lives. They likely reside outside of the Florida Keys and Florida. They are likely to be self-employed, a corporate executive, or a licensed professional. These buyers are interested in fishing, boating, or scuba diving. They are also very likely to be on Facebook.
Alex
Younger Second-home buyers make up our second audience segment, and they range in age between 30 and 50 years old. They are interested in investing in real estate for long term financial gains while also enjoying a vacation home. They are likely to reside within 4 hours of driving time from the Florida Keys, likely to be self-employed, and are avid fishermen. These clients are likely to be on YouTube, Facebook, and Instagram. They are likely to follow local fishing guides on social media.
Melina
American Caribbean Real Estate’s Facebook page is the platform they prioritize over other social media channels and serves as the primary contributor to website traffic compared to other social media platforms.
Because of this we recommend to Utilize Facebook pixel to create a custom audience of people who visited the American Caribbean website or those who take a specific action on the website, such as exit the browser before completing a contact form or property inquiry. We will retarget website visitors with ads displaying property listings they have previously viewed on the website. The Facebook pixel will also collect data to track Facebook ads' conversions, optimize ads, build target audiences, and remarket to website visitors.
Since the target audience is island laid-back driven individuals and vacation enthusiasts, a strong focus will be in generating organic lifestyle content that will foster a social media community that frequently engages and continuously looks forward to ACRE’s latest posts.
After implementing this strategy, we aim to increase engagement by 5%.
Patrick
American Caribbean's Instagram has low engagement, and follower growth has not increased sufficiently. Currently, the company mostly posts featured properties and targets potential buyers directly with property prices and new listings. Hashtag usage could greatly benefit the company by conducting a deep search on the hashtags that drive the most engagement.
Through the use of a few hashtags on Instagram, we will create a desire in people who may not have been considering purchasing a home in the Keys but are interested in the hobbies and activities that contribute to the Keys lifestyle.
We recommend to implement frequent IG stories that consist of property tours, neighborhood walkthroughs, and a day-in the-life for a Florida Keys local. ACRE should also incorporate one-on-one interactions through the use of polls, questions, countdowns, and emoji sliders. Ultimately, carousel ads should be executed to showcase leisure activities as well as properties in a catalog-like format to promote the island lifestyle.
After implementing these Instagram strategies, we aim to increase engagement by 3%
P
American Caribbean's YouTube channel has a steady 74 followers with low views per video. The videos on the channel are all showing amenities and room layouts with addresses labeled.
In order to increase following and engagement on these videos, the company should focus on creating content that is warmer and friendlier. Video thumbnails should be more enticing rather than consisting solely of beds and room displays. Video titles should include catchy headlines that will be appealing to the eye and quick to grab attention.
It is time to show viewers what they are missing out on outside of their current home and think of the experiences and memories they could build by purchasing a property in the Florida Keys.
Ultimately, YouTube Remarketing should be implemented to target website visitors that expressed interest in the Florida Keys lifestyle and residential life based on Google search history.
Alex
It will be necessary to establish and enforce content guidelines and procedures in order to have exceptional results. Content guidelines will help American Caribbean have a clear voice when posting and ensure that there is reasoning behind each post.
Some of the guidelines we established refer to post frequency, hashtag usage, image and video quality, brand voice and authority, and content branding.
ACRE should:
Post at least once daily to maintain consistency and engagement while not over-posting, use hashtags but only when they are helpful in conveying the intended message, establish and maintain a quality standard for the photographs and videos used, maintain a consistent brand voice that is professional yet friendly, dominate the conversation regarding the Florida Keys lifestyle to establish an authority on the topic, and add the logo at the end of the video to make paid content appear as an organic post rather than an advertisement.
Melina
Since American Caribbean Real Estate’s target audience consists of individuals who appreciate the island laid-back lifestyle and vacations, we recommend the company place a high focus on creating feelings of relaxation through their content. This audience particularly enjoys fishing, boating, diving, and snorkeling. Content that accurately portrays these leisure activities will help attract the target audience to click on Call to Action links, spend a more extended amount of time on landing pages, and inquire about a property.
Because the Keys are primarily a second home market and known for providing a high return on investment, American Caribbean should target audiences who are likely to purchase a second home or investment property in a tropical vacation destination.
Patrick
This dashboard will provide the brand a centralized view at key decision-making metrics as well as give an overview of how the chosen KPIs are performing.
Patrick
These KPIs aim to accurately measure the progress towards the brand’s general objective.
Our first KPI is the growth rate for number of blog visitors. This would demonstrate an increased interest in our lifestyle and property content. Along with this KPI, it is important to monitor average time spent on blog page as well in order to determine if content is holding the attention of visitors.
Measuring the monthly landing page sign up \will help the brand monitor new potential leads and calculate ROIs to further optimize channels.
Monitoring bounce rates can help determine whether content is catching the reader or not.
YouTube followers as a KPI is important because this is a small platform for the brand. With the small presence here between the brand and its competition there is an opportunity to become a leading voice on the platform.
Conversion rates for our CTAs is one of the most important Metrics being measured, this metric is illustrating whether our marketing dollars are being spent efficiently. By comparing the number of form submissions to the CTR we can determine whether our ads are being placed in front of our desired audience.
P
To bring our strategies to life, here are the paid advertising strategy mock-ups for YouTube.
P
Here, we can see the Facebook and Instagram paid advertising strategy mock-ups to visualize a preview of what the audience will see when they log on to their favorite social media platforms.
Alex
By implementing the social media strategies described today on Facebook, Instagram and YouTube, ACRE will be on the right path to increasing engagement and sparking interest in their paradise seeking audience.
Moving forward with this plan will guarantee an integrated social media marketing communications plan that places ACRE as the leading real estate company in the Florida Keys, excelling in lead generation and increasing home sales.
