Phuket's Guide on Instagram
Crafted communication strategy and content to transform a real estate agency' account into a guide to Phuket.
We created a content-driven Instagram account making real estate agency the gateway to Phuket’s wonders.
The aim was to create an Instagram account for a real estate agency that people would genuinely want to follow. An account that’s not just about properties but inspires people to explore, save posts, share stories, and keep coming back for more. The goal was to make it follow-worthy, a trusted guide to Phuket that audiences would share with their friends.
The aim was to create an Instagram account for a real estate agency that people would genuinely want to follow. An account that’s not just about properties but inspires people to explore, save posts, share stories, and keep coming back for more. The goal was to make it follow-worthy, a trusted guide to Phuket that audiences would share with their friends.
Before launching the Instagram account, we developed a comprehensive communication strategy tailored to the real estate agency’s goals. Our objectives were clear:
1
Strengthen the Brand: Increase the agency’s visibility and recognition both on the island and beyond.
2
Build a Loyal Audience Base: Establish a dedicated core audience that consistently engages with and utilizes our rental services.
3
Drive Sales: Generate direct inquiries from social media for property purchases and rental bookings.
Laying the Groundwork with a Communication Strategy
Approach to Content
The HGRE Instagram account was crafted as a full-service platform where users can explore, engage, and make real estate decisions effortlessly. Our goal was to create a space that goes beyond property listings — a curated account that connects real estate with the experience of living in Phuket.
Through this account, followers can do it all: from booking accommodations and resolving questions about apartment living, to accessing valuable information about visas, local cafes, and hidden island gems. It’s an Instagram strategy that turns real estate into an island-wide exploration of Phuket, making the account a must-follow resource for anyone interested in both property and lifestyle.
Through this account, followers can do it all: from booking accommodations and resolving questions about apartment living, to accessing valuable information about visas, local cafes, and hidden island gems. It’s an Instagram strategy that turns real estate into an island-wide exploration of Phuket, making the account a must-follow resource for anyone interested in both property and lifestyle.
We identified four target audience groups among our current and potential followers, tailoring our content to engage each one. Based on the communication strategy, we divided our content into three key categories:
1
50% Real Estate: Showcasing the apartments — interiors, unit features, and
properties available for sale or rent.
properties available for sale or rent.
2
10% Services: Highlighting the unique
services and support provided by the real estate agency.
services and support provided by the real estate agency.
3
40% Phuket Lifestyle: This segment connects followers to life on the island with trendy memes that integrate the spirit of Phuket and practical tips. From where to buy tickets and understanding the island’s neighborhoods and infrastructure to finding cultural highlights, dining spots for families or romantic dinners, and more.
Target Audience and Content Breakdown
We achieved strong organic reach thanks to the 40% focus on Phuket Lifestyle, continuously attracting new followers beyond paid promotion. This well-balanced content mix allows us to keep the audience engaged while drawing new users naturally into the community.
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