Digital Transformation: Social Media in the Real Estate Industry for the SCHATZ Group
Introduction of the SCHATZ Group
The SCHATZ Group is one of the leading architecture and planning firms in Southern Germany. It aims to develop and market high-quality residential and commercial properties, with a strong focus on customer satisfaction and sustainability. SCHATZ's mission is to provide top-notch real estate solutions for both investors and future residents.
Objective of Content Marketing on Social Media
Our goal was to significantly enhance the digital presence of the SCHATZ Group, which previously had little to no representation on social media networks. We aimed to change this by showcasing both the exciting projects of SCHATZ and the dedicated people behind them. This strategy was intended not only to increase brand awareness but also to foster a stronger connection with investors and future residents.
Project Scope
- Social Media Design: Development of a design that reflects SCHATZ's corporate identity.
- Creation of Company Pages: Setup and optimization of a Facebook company page and an Instagram account.
- Facebook Ads Business Account: Establishment of a business account for Facebook Ads to enable targeted advertising.
- Communication Strategy: Development of an external communication strategy to enhance visibility and engagement.
- Internal Processes: Optimization of collaboration between SCHATZ and our agency to ensure efficient and smooth processes.
Solution for a Targeted Content Marketing Strategy
We implemented a comprehensive content marketing strategy starting in October 2021. Content was posted weekly on Instagram and Facebook, specifically on Wednesdays and Fridays. The topics were diverse and aimed to provide followers with valuable insights into the work of SCHATZ.
Social Media Topics:
- New Construction Projects: Showcasing new building projects to spark interest among potential buyers.
- Construction Site Updates: Providing regular updates to document construction progress and enhance transparency.
- Employee Introductions: Introducing team members to create a personal connection with followers and showcase the team culture.
- Career Postings: Highlighting career opportunities at SCHATZ, including job openings and offerings for internships, student positions, and dual study programs.
- Employee Anniversaries: Celebrating long-standing employees to emphasize appreciation within the team.
- Charity Actions: Showcasing SCHATZ's support for regional projects, such as donations to the Schorndorfer Tafel.
- Holiday Wishes: Sharing greetings for holidays like Easter, Christmas, and New Year's.
- Team Building: Reporting on team activities, such as participation in the Remstallauf or Stadtradeln events, and joint lunch breaks with soccer games.
- Regional Highlights: Featuring notable architecture and recreational activities in Schwäbisch Gmünd, Rudersberg, and the surrounding areas.
Continuous Optimization
The design of the posts has been revised multiple times over time to consistently ensure a modern and appealing look. This refreshes the content and keeps it visually engaging and up-to-date.
Since the implementation of the social media strategy, the SCHATZ Group has seen a significant increase in customer feedback.
Results
Our initiatives led to a significant increase in the digital presence of SCHATZ. The regular and diverse content boosted engagement and significantly expanded the reach on social platforms. By transparently showcasing projects and adding a personal touch through employee introductions, we were able to foster a stronger connection with followers. This demonstrates that a well-planned and consistently executed social media strategy can substantially contribute to the success of digital transformation.
Posts & Followers:
Total number of posts as of June 6, 2024:
- Instagram: 269 posts
- Facebook: 269 posts
Total Followers as of June 6, 2024:
- Instagram: 452 followers
- Facebook: 230 followers
Performance (Organic & Paid):
Facebook:
- Reach: 661,106 people
- Profile Visits: 8,284
- Link Clicks: 16,599
Instagram:
- Reach: 683,444 people
- Profile Visits: 5,079
- Link Clicks: 2,826
as of June 6, 2024.
Given the positive collaboration with the SCHATZ Group, especially in terms of effective communication and shared goal achievement, we are excited to present a statement from the SCHATZ Group themselves.
Underestimated Significance
At the outset of the project, the SCHATZ Group was not fully aware of the far-reaching impact that a well-thought-out social media strategy could have. However, this perspective has fundamentally changed. The realization that social media can be an effective marketing tool has been greatly reinforced by the experience and positive outcomes of the project.
Increase in Customer Feedback
This development is evident both in digital channels and in personal interactions. The newly established channels on Facebook and Instagram are actively used and have proven to be valuable communication platforms. Customers and prospects utilize these channels to provide feedback, ask questions, and stay informed about the latest projects and developments.
Success of the Test Run and Increased Leads
A critical step for SCHATZ in this project was a test run in which traditional print marketing (without the knowledge of Flanke 7) was completely halted for several months to evaluate the effectiveness of the social media strategy. Despite initial skepticism, SCHATZ saw an increase in leads during this period. This confirmed the effectiveness and potential of the digital strategy. However, we strongly recommend not handling this approach in practice, as it is essential to maintain a balanced marketing mix and not pit individual channels against each other with such a radical measure.
Positive Internal Feedback
Not only externally but also internally, the project has been very well received. The coverage of individual team members' work and responsibilities has significantly increased appreciation within the team. Employees feel recognized and valued through the regular features in social media posts, which positively impacts the work atmosphere and team dynamics.
Collaboration as the Key to Success
A crucial factor in the project's success was the close and active collaboration between the SCHATZ Group team and our team. Efficient communication and lively exchange allowed for optimal coordination and implementation of all steps. This synergy was essential for the successful implementation and ongoing optimization of the social media strategy.
"The positive feedback from the SCHATZ Group underscores the success of the project and demonstrates that social media is an indispensable channel in the marketing mix." - Carsten Czech, Managing Director, Flanke 7 GmbH