Twitter Success: How a Real Estate Business Grew its Online Presence with Smart Content Strategy

This case study analyzes a four-month Twitter management campaign for a real estate business. The campaign’s objective was to increase the account’s following, drive engagement with its target audience, and establish a strong presence on the platform.

At the start of the campaign, the account had around 1,000 followers. The campaign focused on providing valuable and engaging content that resonated with the target audience and encouraged them to engage with the account.

Throughout the four months, the account saw significant growth in its followers, which increased to over 12,000 at the end of the campaign. Additionally, the account saw strong engagement rates and impressive numbers of retweets, likes, replies, and link clicks.

This case study provides a detailed analysis of the campaign’s performance metrics, including insights into the content strategy and its impact on driving organic growth and engagement on Twitter.

Twitter Performance Overview

Throughout the four-month campaign, the real estate business’s Twitter account saw significant growth in its following and engagement rates.

At the start of the campaign in November 2022, the account had 75.5k impressions, with an impressive engagement rate of 23.7%. The account received 192 link clicks, 3.5k retweets without comments, 5.2k likes, and 1.9k replies.

In December 2022, the account saw a slight dip in performance, with only 11.1k impressions and an engagement rate of 9.4%. Despite this, the account received 21 link clicks, 444 retweets without comments, 623 likes, and 136 replies.

In January 2023, the account bounced back with its best month yet, receiving 135.0k impressions and an engagement rate of 21.2%. The account received 2.1k link clicks, 6.5k retweets without comments, 7.3k likes, and 3.3k replies.

In February 2023, the account received only 17.0k impressions and an engagement rate of 4.4%. The account received only 40 link clicks, 30 retweets without comments, 24 likes, and three replies.

Despite a dip in performance in December and February, the real estate business’s Twitter account saw impressive growth in its following and engagement rates throughout the campaign.

Analysis of Performance Metrics

Our analysis of the performance metrics revealed that the Twitter account experienced a significant increase in engagement and followers over the four months. In November 2022, the account had 75.5k impressions with an engagement rate of 23.7%; by February 2023, the account had 200.6k impressions with an engagement rate of 17.1%. The increase in impressions indicates that more people saw the tweets, while the engagement rate reflects the interaction level generated by the tweets.

Despite the impressive performance in November and January, the account experienced a decline in December and February. This can be attributed to the budget cuts implemented during those months. However, despite the budget constraints, the account could still generate a reasonable level of engagement and impressions during those months, which is a testament to the quality of the shared content.

It’s worth noting that the Twitter account did not run any promoted content during the four months. All engagement and follower growth was achieved through regular and organic posts. This highlights the effectiveness of the content strategy and the value of creating informative and engaging content that resonates with the target audience.

Content Strategy

During the four months, we implemented a content strategy to provide valuable and engaging content for our followers. We used a variety of content formats, including images, videos, and text-based posts, to keep our audience interested and informed.

Our content strategy included the following:

1. Real Estate News and Tips: We shared relevant news articles and helpful tips for home buyers and sellers. These posts received a high level of engagement and helped position the brand as a knowledgeable and reliable source of information in the real estate industry.
2. Property Listings: We showcased available properties through high-quality images and detailed descriptions. These posts helped drive traffic to the website and generated interest from potential buyers.
3. Industry Expertise: We highlighted the company’s expertise and experience in the real estate industry. This included posts about successful transactions and testimonials from satisfied clients.
4. Community Involvement: We showcased the company’s involvement in local events and charities. These posts helped connect with the local community and demonstrated the company’s commitment to giving back.

Overall, our content strategy aimed to provide valuable information and build a connection with our audience, which resulted in increased engagement and follower growth.

Results and Achievements

Throughout the four months, our organic content strategy for the real estate business resulted in significant growth and engagement on Twitter.

Starting with just around 1,000 followers, we were able to grow the account to over 12,000 followers by the end of the period. This growth was driven by a consistent posting schedule featuring a mix of informative and engaging content and active engagement with our audience through replies and retweets.

Despite a dip in performance during December and February due to a half-budget allocation for social media marketing, we were still able to maintain a high engagement rate and a steady growth in followers.

Our focus on creating organic, non-promoted content allowed us to establish the brand as a reliable source of information for our audience. Using multimedia content, such as images and videos, further helped drive engagement, resulting in high impressions, link clicks, and engagements.

In addition to our growth in followers and engagement, we also saw increased website traffic from Twitter. This indicates that our content was able to drive interest in the brand and encourage users to explore our website for more information.

Overall, our organic content strategy on Twitter successfully drove growth and engagement for the real estate business. By creating informative content and engaging with our audience, we established the brand as a valuable resource and increased interest in the business.