Social Media Marketing

Be In the Conversation Through Social Media

The best way to describe the value of social media, is to build trust where people are engaging. Nobody directly scrolls Instagram looking for an apartment or a senior living home for their family. But once they start looking, they are seeing your community’s photos, videos, and ads before they tour. This repetition, this consistency grows trust more than any single ad could do.

Boxley Marketing runs social media marketing build around the opportunity to nurture audiences, so that when they are in-market for multifamily, senior living, or real estate options, you are there.

What’s included, built to your portfolio’s needs:

• Meta and Instagram advertising. Custom audiences built by location and targeted based on the criteria we can do and in accordance with Texas Real Estate Commission or based on your local requirements. Dynamic ads can pull directly from your available units or listings. Carousel and video creative built for the channel’s engagement. And retargeting for those who visited your site or engaged with a post but didn’t convert.
• Audience-specific creative. Because the algorithms for social platforms are focused on creative and less on custom targeting, our creative needs to do the qualifying. A prospective renter, a family researching senior living for a parent, and a real estate investor evaluating a market are three different types of audiences and questions they are answering that needs to be reflected in the message. Campaigns are built around who we are trying to connect with, generic ad creative is the easiest way to waste your advertising efforts.
• LinkedIn advertising. For real estate investors, commercial developers, and B2B audience targeting, LinkedIn reaches decision-makers directly with very specific qualifiers. This isn’t the ideal audience for a multifamily leasing campaign, or for renters looking for an apartment, but it’s a strategic channel for the right audience.
• Content and community management. Ongoing social organic presence, responding to comments and messages, and keeping your profiles active between paid advertising to increase your visiblity to new audiences. Social organic is part of a broader engagement strategy to expand your reach and authority.
• Reporting that separates awareness from action. Impressions and engagement tell you if people are seeing your content and growing in trust signals. Leads, tours, and inquiries tell you if it’s working. Both are reported on, but we can specify the differences with the advancements in technology and by our agency taking responsibility to understand quality through more ownership on the CRM and identifying quality indicators and pushing them back to social media platforms, to tell those platforms what is quality and what is not.

Building Around Your Audience

Social is a big part of growing brand awareness that establishes credibility and over time, trust. This is a great approach when coupled with looking to show up with contextual searches as well. Boxley Marketing is committed to helping you narrow in on a holistic strategy to grow visibility, engagement, and ultimate leads and closes on property unit leases or real estate opportunities.

There are a variety of ways that this might apply to you based on how you go to market as a real estate professional. Let us help identify opportunities to be consistent to grow brand engagement and trust through a social media marketing plan and habitual testing to improve and grow in the channels that your audience is congregating and engaging.

Proven Results

For one senior living group (70+ properties), Scott previously managed a $370K budget across paid and social media marketing initiatives that brought a $115 CPL, 3,296 leads, and 64% YoY lead growth for the business.

Why Operators Choose Boxley Marketing for Social

Real estate social media has it’s own rules: longer consideration windows, higher-stakes decisions, and creative that has to work across very different audiences on the same platform. Boxley Marketing builds a social strategy specifically around your ideal real estate audience, with direct accesss to the person managing the account and running the campaigns.

Common Questions About Social Media Marketing

Which platforms should we actually be on? Meta and Instagram cover most residential and senior living audiences. LinkedIn is for if you’re trying to reach investors, developers, or other businesses. Most real estate marketing doesn’t need every platform, it needs the right mix for where their audience is actively engaged, and consistency over time.

Do you handle organic posting, or just paid ads? We can do both. Paid social is where most of the lead generation and lease-driving impact happens, organic content and community management support that by keeping your profiles active and credible when a prospect checks them before reaching out.

How is this different from the social media coverage under Paid Media? Digital Marketing & Paid Media covers paid social as one channel in a broader mix alongside search and display. Social media marketing is a more concerted strategy that goes deeper: audience-specific creative, platform selection, and organic support, the parts of social that needs its own strategy and approach rather than a line item in a bigger media plan.

How do you measure whether social is working? The starting point is seeing impressions and engagement to show reach and relevance. Ultimately, over time as we are consistent we’ll see an uptick in leads, tours, and inquiries traced back to social campaigns. We will work to set up tracking and reporting that ties revenue back to the impression and click.

What creative do you need from us to get started? Photos and video of the real estate property or listing that we are marketing. Boxley Marketing can also produce creative as part of the engagement. Existing brand guidelines or style preferences help keep everything consistent.

Can you manage social for a single property and a regional portfolio the same way? The channels stay the same, but the strategy is different. A single property needs consistent local presence and creative built around its specific amenities and market. A regional portfolio needs that same local specificity at each property, plus reporting rolled up in a way that makes sense across the whole business, not one generic account run the same way everywhere.

Let’s Talk About Your Portfolio

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