BUILDING ONLINE COMMUNITIES
SCALING MULTI-MARKET SOCIAL CONTENT
Greystar is a luxury property management company with apartments all over the world. They design and manage premium apartments to give their residents an effort-free rental experience, with expertly designed interiors, on-site gyms and community events.
Each development has its own identity – Instagram and Facebook pages connect with their community and market the Greystar lifestyle to potential customers. Greystar needed a scalable social solution that would engage their target audience segments across markets.
Greystar asked us to create authentic, engaging content and manage the accounts for 12 properties in four markets – the UK, Ireland, Germany and Austria. They wanted to market the apartments and Greystar lifestyle while building engaged followings and bringing value to current residents through the accounts.
Our in-house social media and creative teams worked with our expert resource network to develop a scalable content strategy on Instagram and Facebook. Over the past two years, we’ve grown each account across key metrics and produced varied, engaging content, including local language content for their German and Austrian schemes. KPIs are mapped to Greystar’s business goals, demonstrating the ROI of their social media success.
From stories to reels and carousel posts, our content creators have used on-site videos and photos, partnered with compelling copy, to authentically showcase life at a Greystar property and the benefits of the luxury rental lifestyle.
We run shoots on-site and work closely with the site management teams to capture residents’ experiences, convey them for maximum engagement and follower growth. As well as a curated feed, our in-market community management ensures timely and helpful responses to DMs, in line with each property’s tone of voice.
We’ve worked with Greystar since May 2021 – and in that time we’ve seen significant growth in follower numbers and engagement across all schemes. In Q4 2022 alone, we delivered 95 motion assets, 478 static assets and 164 adaptations. Engagement has doubled year-on-year. And the number of new followers increased by nearly 50% from 2021 – 2022. And we’ve seen great engagement from followers on Instagram responding to the content.
“ABSOLUTELY STUNNING … Extremely effective – the best post yet”
Dan Silva, Assistant Manager at Equipment Works