Details on SMM management of the Instagram account etalon.ck.ua
Project: Etalon – Developer-built housing in Cherkasy
Website: https://www.instagram.com/etalon.ck.ua?igsh=MXNoaW50MGVlbDVlOA%3D%3D&utm_source=qr
Niche: Construction, apartment sales
Region: Ukraine
Platforms: Instagram, Facebook
Client’s initial request: The client approached us with the goal of increasing sales through two platforms – Instagram and Facebook. The main objective was to transform social media from an image-based channel into a full-fledged demand generation and sales tool.
Solution: First, we changed the presentation and visual design of the accounts so that the brand would look cohesive and professional. We implemented a systematic approach to content – from posts to Stories – so that every element would contribute both to brand awareness and to attracting potential buyers.
Visual Repositioning
- Style update: We introduced a unified visual identity across all content formats – posts, Stories and Reels. This helped create a professional, recognizable brand image and ensured consistent visual communication with the audience.
- Video content approach: We developed an entertaining yet informative video content strategy. The team visited the construction site to produce unique on-location content, which increased engagement, organic reach and created additional touchpoints with potential buyers.
Content
Video content (main focus): Reels and short videos for Instagram and Facebook – both entertaining and informative – filmed on the client’s location for a unique presentation.
Stories: Interactive formats, polls, calls to action, demonstrations of the construction process and finished apartments.
Posts: Professional photos of the apartments and the property, visualizations and infographics highlighting the project’s advantages.
Carousels: Showcasing different apartment types and layouts.
Goals
- Increase the number of inquiries and calls from potential buyers.
- Attract a new audience and grow the number of followers.
- Make the brand recognizable and the content high-quality and persuasive.
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Implementation and completed work
- Design system: A unified visual concept for the accounts was implemented, emphasizing the brand’s professional image and making the content recognizable and appealing to potential clients.
- Publishing schedule: A clear posting schedule for posts, Stories and Reels was created; video content became the main audience engagement tool.
- Mix of formats: A combination of video and photo content – both entertaining and informative – helped retain attention and build trust among potential buyers.
- Analytics-driven optimization: We tracked the performance of different formats and video styles, which allowed us to double reach and impressions within a few months of account management.
Result
Thanks to a systematic approach and cohesive professional account design, the first successful apartment sale through social media was achieved. We also ensured active audience interaction and rapid follower growth.
Visual Content
Before: After:
Overall Engagement Metrics
Before the first month of work: After the first month of work:
Conclusion
The main goal of the project was to increase apartment sales through social media. During the account management period, performance improved significantly: total views grew from 10,469 to 29,638, and account reach increased from 914 to 1,744 (+51%), which is an impressive result for organic promotion on Instagram.
Through consistent content work, a cohesive visual identity and a strong focus on video content (Reels and short videos), we were able not only to double the reach but also to secure the first successful apartment sale via the client’s social media accounts.
This confirms the effectiveness of organic SMM as a lead generation and sales tool for real estate and creates a solid foundation for further growth in followers and engagement.