COMMUNITY 

MANAGEMENT

AND GROWTH

moderating discussions, curating content

and driving engagement

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OVERVIEW

follower-growth
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follower-growth-3
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2015-2016
2016-2017
2017-2018
2018-2019
avg eng 2015-2016
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er-history-3
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STRATEGY:

Objectives:

Top of the Funnel

1. Brand Awareness.

2. Trial and error to determine which posts perform well and who engages.

ACTION PLAN:

Tactics:

1. Personal  and community-centered posts.

2. Respond and engage with every comment.

Budget:

All organic ($0)

RESULTS:

1. The posts that were more personal garnered a higher level of engagement, especially ones that featured people.

2. Most popular with women.

2015 - 2016

STRATEGY:

Objectives:

Top of the Funnel

1. Brand Awareness.

2. Continue to grow following locally.

ACTION PLAN:

Tactics:

1. Utilize local geotags.

2. Tag local businesses.

3. Hashtag targeting based on popular tags in local area.

Budget:

All organic ($0)

RESULTS:

1. Personal posts still most popular in terms of likes and comments.

2. Interesting homes garnered next highest levels of engagement.

2016 - 2017

STRATEGY:

Objectives:

Middle of the Funnel

1. Increase customer engagement, particularly among married and Millennial women. (Of first time homebuyers, 63% were heterosexual married couples, with women holding the buying power. Of California homebuyers, 45% were Millennials, the majority of them women.)

ACTION PLAN:

Tactics:

1. Building links to outside branded content: newsletter, blog.

2. Post aspirational photos of outside content of decor inspiration with credit.

3. Promoted posts.

Budget: $20 per month

 

RESULTS:

1.  Average of 3 leads per month.

2. 5.56% conversion; .09% of total deals closed

2017 - 2018

STRATEGY:

Objectives:

Bottom of Funnel

1. Increase engagement

2. Increase leads 

3. Increase conversion

ACTION PLAN:

Tactics:

1. Free home evaluation

2. Form for customized listings

3. Promoted posts

Budget: $50 per month

RESULTS:

1. Average of 7 leads per month

2. 5.95% conversion; 2.5% of total deals closed 

2018 - 2019