The New Homes Division social media team developed our Instagram strategy to establish New Homes division as an authoritative source for all things surrounding the new home buying process across the Greater Atlanta area. We created content buckets that would highlight our builders, provide insight into our communities and the surrounding areas, and feature design tips that would inspire consumers to elevate their new homes. 

The pandemic exposed just how valuable technology would become in our daily lives. We felt that to utilize this unique opportunity fully, we needed to use our Instagram channel as a critical tactic to increase our digital footprint. We expounded on our current strategy by aligning our content with all overarching marketing initiatives conducted throughout the division. 

The target audience for New Homes Division marketing is geared toward multiple different groups, including our current builder clients, potential builder clients, consumers, and real estate professionals. Because of this, all messaging and materials needed to be three-dimensional to be of value to each audience. 

Our New Homes Division spearheaded the use of Virtual Open Houses across the entire Berkshire Hathaway Georgia Properties company. We used our Instagram feed to encourage the public to participate in these events. One of the significant marketing themes that we integrated into our overall New Homes Division campaign was developing messaging that would align with current events happening in the market. For example, we created content that would educate our target audiences on the advantages of buying new construction versus traditional resale. These assets were shared throughout our Instagram and served as a resource to all audiences. For builders, this helped spark interest in their communities and generated leads amongst potential buyers. For consumers, we acted as a key source for knowledge so that they could bypass the inevitable bidding wars and low inventory hurdles. Real Estate professionals could take this information and turn around and educate their clients on why they should buy new construction and have talking points to help them eloquently communicate these benefits. 

The results of this strategy were astronomical and significantly contributed to our overall marketing efforts. During June 2020- September 2020, our Instagram assisted in the New Homes Division website receiving over 43,000 users. Of those users, over 42,000 were new, meaning that 97% of website visitors during this period were first-time users. Through this enhanced strategy, our Instagram followers increased by more than 3,000, our reach grew by 1,203%, and our interactions were up by 103%.