Social Media Marketing Plan for ACRE

1. SOCIAL MEDIA
MARKETING PLAN

2. COMPANYNAME
MAIN AGENDA
Introduction
Situation Analysis
Goals & Objectives
Consumer Analysis
Content Analysis
Targeting Methods &
Strategies
Analytics & Metrics
Ad Mock-up
Create a comprehensive social media marketing plan to
generate leads by increasing property inquiries and
home sales through paid social media ads and content
creation with a primary focus on Facebook, Instagram,
and YouTube.
Our Objective

3. Unique visitors have
visited the brand’s
website in the past
year
18.4K
Total followers across
Facebook, Instagram, and
Youtube with primary activity
via Facebook.
Company Story
American Caribbean Real Estate is the largest and most dynamic independently owned
residential real estate company serving the Upper Florida Keys. The American Caribbean team is
comprised of experienced, successful, and dedicated real estate professionals who celebrate the
extraordinary destination and offer a unique perspective regarding the benefits of the ideal Keys
lifestyle
The brand prides itself on understanding that the island lifestyle is just as important as the home
and is prepared to help their buyers find the right property to fit their lifestyle.
28
Average total aggregated
posts across platforms per
month.
54K 6
Total platforms company is
present on. Facebook,
LinkedIn, Instagram, Twitter,
YouTube, & Vimeo

4. American Caribbean’s
Mission & Vision
Mission
Vision
At American Caribbean Real Estate, our goal is to
unite our local market expertise, specialization in
attention to details, and negotiating skills with the
in-depth understanding of our clients’ needs to
provide a personalized level of service and make
your real estate buying or selling process a
successful and satisfying one.
Our mission is to exceed our client’s expectations
by providing exceptional service throughout their
home buying or selling experience. We are
committed to our community and local charitable
organizations. We are stewards of our natural
resources and seek to protect our unique
environment, and we collaborate with honesty and
integrity when interacting with our peers.

5. In order to help American Caribbean Real Estate
to achieve their social media marketing
objectives, we analyzed the brand's strengths,
weaknesses, opportunities, and threats respective
to their current social media marketing strategy,
industry, and the company as a whole.
SWOT ANALYSIS

6. ACRE
American Caribbean Real Estate’s current
social media marketing strategy at a glance:
• Unorganized method of promoting
featured property listings, recent property
sales, and lifestyle content.
• Professional property images, 360°
interactive video property tours, drone
footage, lifestyle footage, educational
articles, and more.
• No efficient strategic process or reasoning
behind the content they post.
• Data shows that the lifestyle content such
as videos and photos about sunsets,
fishing, boating, and more, receives higher
engagement rates than property listing
content.
S O C I A L M E D I A
S I T U A T I O N A L A N A L Y S I S
S U M M A R Y O F P E R F O R M A N C E

7. SOCIAL MEDIA ENGAGEMENT
Analytics
Engagement
Analytics
Engagement
Analytics
Watch Time
FOLLOWERS
3.8KLIKES &
FOLLOWERS
14K
Female
68%
Male
31%
Male
54%
Female
46%
VIEWS
30K
Male
71%
Female
29%

8. 8
Facebook
● Most active platform
● Primary contributor to
website traffic
● Most posts are listings
● No links to landing
pages
YouTube
● Least consistent posting
schedule
● Video tours of properties
● Alternate between
voiceover and music
background
Takeaways
● Facebook is the most
active network.
● Well-designed imagery.
● Content is reused across
all channels without much
alteration.
● Platform formats are not
being optimized
Instagram
● Not enough video content
apart from stories
● Saved Insta stories in
categories
● Slightly more lifestyle
content than other
platforms
Website
● Not using landing
pages efficiently
● Utilize contact forms
on more pages
● Reduce number of
fields on forms
14,500
followers
3,897
followers
74
followers
2,000 active
users in the
last month
Platform & Content Examination

9. Generate leads by increasing property inquiries & home sales
G e n e r a l O b j e c t i v e
Increase contact form submissions
S p e c i f i c O b j e c t i v e # 1
S p e c i f i c O b j e c t i v e # 2
Social Media
Marketing Objectives
ACRE
Increase engagement rate

10. The Plan.
Our Social Media Marketing Plan is to incorporate Florida Keys lifestyle-
driven content into American Caribbean Real Estate’s organic posts and
paid ads. We want to ignite the desire within the target audience to
experience the Keys lifestyle. In promoting a lifestyle instead of property
listings, we can capture the attention of paradise seekers and lead them to
purchase a second home or investment property.
Implementing a consistent social media posting schedule as well as
creating content that integrates property listings and lifestyle content will
facilitate increased engagement across platforms.
Facebook and Instagram ads will be utilized to target potential clients who
show an interest in the lifestyle that the Florida Keys have to offer. This will
also reach audiences who may not have ever considered purchasing a
home in the Keys before but are now seeking to temporarily relocate from
big-cities due to the COVID-19 stay at home orders or to invest.
ACRE

11. COMPANYNAME
General Obj.
Specific objectives
Specific objectives
Strategy
Strategy
Increase
Property Inquirie
s and Home
Sales
Increase
Contact Form
Submissions
Increase
Engagement
Rate
Increase
Efficiency
of Property
Listings as Ads
Efficiently Use
Lifestyle Content
to
Increase Desire
and Authority
Objectives,
Strategies, & Tactics
Increase Website
Traffic
Strategy
Strategy
Increase
Interaction
with Followers
Tactics
Speak and Directly Appeal to
Audience in Content
Tactics
Create Blog Content with SEO
Appealing to Target Audience
- Lifestyle
Tactics
Optimize Mobile Site
Tactics
Design Attractive
Landing Pages
Tactics
Facebook Retargeting
with Pixels
Tactics
YouTube Remarketing
Tactics
Consistent
Posting Schedule
Tactics
Create Content
that Integrates
Property Listings and Lifestyle
Tactics
Increase Usage of ‘stories’

13. PERSONAS & JOURNEYS

14. PERSONAS & JOURNEYS

15. Facebook Content Creation & Strategy
Targeted Audiences
Island laid-back lifestyle,
Vacations, relaxation videos to
ignite desire to invest in the
Florida Keys.
Organic Lifestyle
Content
Conquer intrigued individuals as well as
foster a social media community that
engages frequently and continuously
looks forward to ACRE’S latest posts.
Facebook Pixel Ads
Create Custom Audiences to
optimize and retarget content
based on previous online
behavior.
KPI
Increase Engagement by
5%

16. COMPANYNAME
Instagram Tactics & Features
IG Stories
Conversation starters &
one-one-one
interactions.
Polls, Questions,
Challenges,
Countdowns, Emoji
Slider
KPI
Increase Instagram
Engagement by
3%
Carousel Ads
Catalog-like format
to showcase
Properties, leisure
activities, and
promote island
lifestyle.
Property tours,
neighborhood
walkthroughs, a day-
in-the-life for a Florida
Keys local, community
events, lifestyle
content, etc.
Engagement

17. The YouTube Approach
100%
90%
70%
74
Remarketing Ads
Target website visitors
that expressed interest in
the Florida Keys lifestyle
and residential life based
on Google search history.
Warm & Friendly
Videos
70% of what people watch on
YouTube is determined by its
recommendation algorithm.
Catchy Headlines
& Thumbnails
90 % of the best
performing YouTube
videos have custom
thumbnails.
Building an
Experience
Create curiosity to
experience the Florida
Keys lifestyle .

18. CONTENT GUIDELINES: Calendar
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Instagram
Featured
property
Featured
Neighborhood
images
Featured
Property
Featured
neighborhood
images
Featured
property
Lifestyle
posts
Sunset
Sunday
YouTube
Drone
Neighborhood
Video
Property video
tour
Lifestyle
Video
(once
monthly)
Facebook
Featured
listing
Featured listing
Featured
listing
Featured
listing
Lifestyle –
Featured
local
Restaurant
Lifestyle –
fun the
sun
Lifestyle-
sandbar
Sundays
Blog
Weekly
post

19. TARGETING METHODS AND
STRATEGIES
• YouTube Remarketing
• Facebook Pixel / Custom audiences
• Instagram Hashtag Use
#SportsFishing
#Boating
#Oceanside
#Sunsets
#ScubaDiving
#IslandLiving
#IslandLife
#HouseGoals
#DreamHouse
#BeachHouse
#PaddleBoarding
#Kayaking
#Tanning
#Sunrise
#Relaxation
#PalmTrees
#Paradise

20. Measuring success:
Guidelines &
Dashboard
• Focus on KPIs that lead up to
the main goal
• Develop a centralized
dashboard to efficiently
check KPIs
• Schedule regular check-ins
to be sure efforts are on
track to meet the thresh
holds of success set

21. Metrics: KPIs
Specific obj.
Specific obj.
Increase
Contact Form
Submissions
Increase Engagem
ent Rate
Measure monthly
landing page sign ups –
average 10 new
submissions per month.
bounce rate -
reduce bounce
rate by 7% by end
of year.
blog visitors –
obtain average 35
new unique blog
page visits each
month
Increase engagement on
establish platforms by end of
year
Facebook up by 5%
Instagram up by 3%
Increase YouTube
subscriber amount
by 5k by end of year
Conversion rate for
CTA’s - increase CTR of
remarketing CTA’s by
3% in the first 4 months
of the year

22. PAID ADVERTISING STRATEGY (MOCK-UPS)
YouTube

23. Facebook
PAID ADVERTISING STRATEGY
(MOCK-UPS)
Instagram

24. WRAP-UP
Social
Media
Plan
Carousel Ads
Conversation
Starters
IG Stories
Form
Submissions
Landing Pages
Engagement
Brand Voice
Engagement
High Quality
Images and
Videos
Lifestyle Content

25. THANK YOU