dilbeck real estate
SOCIAL MEDIA MANAGEMENT

When I started managing the constellation of Dilbeck social media channels it quickly became clear I had a few challenges ahead. The newly installed Director of Marketing was focused on refreshing the legacy brand, but those refreshing efforts had yet to reach the digital space. What we had was a loose collection of social media accounts sporting mixed design styles, semi-professional visuals, and a passive marketing voice I couldn’t quite pin down. When it was my turn at the wheel, I was given free reign to craft an online brand with the only requirement being the new Dilbeck logo was used. That’s it.

To this point, Dilbeck’s brand messaging skewed more toward corporate promotional speak - professional but unapproachable. So I shook things up. I leaned into conversational and emotional language, coupled with clean modern graphics that flew in the face of what local luxury real estate brokerages were doing at the time. Quirky taglines, bright visuals, clean designs, a healthy dose of follower interaction and our family owned brokerage was pulling higher engagement rates than national brands.

We doubled our follower count on both Facebook & Instagram within the first 8 months…organically. That’s the other hitch: I’ve always had zero advertising budget. Every inch we scraped from the online space was through good old fashioned blood, sweat, and content.

Soon we had agents joining our company who knew us from interacting with our social media accounts, and local brokerages taking a bite out of our new look with similar messaging and visual styles. It was a blast, but also forced me to pivot as other companies adopted a similar look and feel on their channels.

Ultimately, the refreshed online brand was so popular it crept into our IRL marketing, and I got involved in designing our primary corporate pieces and rewriting our company materials. What started as just a “fresh look” on social media, turned into a more modern, conversational and lasting corporate brand.