Developer communication on Facebook, Instagram, and LinkedIn that builds trust in a real estate brand
End-to-end social media for the developer ED Invest on Facebook, Instagram, and LinkedIn — 2.6M views on Facebook (+180%) and Instagram reach up 372.2% year over year.
Our client
ED Invest is a company with over 20 years of experience in the real estate market. It handles both its own development projects and investments on land entrusted by housing cooperatives, acting as general contractor. The brand's core values are solidity, a fair price, and end-to-end service.
The brand is a member of the Polish Association of Construction Employers and the Polish Association of Developers — organizations bringing together developers committed to the highest construction standards. The apartments and houses ED Invest builds are above all comfortable and practical, in line with the brand's positioning: "Good homes that are good to live in. We build well, for many people."
The challenge
Social Lama's brief was to run ED Invest's social media in a way that would build an engaged community and trust in the brand. We set four main objectives to get there.
- Building brand awareness and a consistent, distinctive image for ED Invest in line with its established positioning: "Good homes that are good to live in. We build well, for many people."
- Getting ahead of crisis situations — identifying potential risks, developing a crisis communication plan, and building good relationships with the local community and authorities.
- Building the added value that allows prices per square meter to rise — in step with the quality actually delivered — by underlining ED Invest's strengths (number of units completed, scale of operations, long presence in the market) and those of the developments themselves (attractive locations, quality of finish, various turnkey project options).
- Tailoring the overall communication plan to different audiences — among them singles, families with children, parents of adult children, and investors.
Results
Our approach
Brand positioning on Meta and LinkedIn
We were responsible for positioning ED Invest's Facebook and Instagram profiles correctly and for producing content on an ongoing basis that consistently built a distinctive, coherent image for the developer.
In parallel we ran communication on LinkedIn aimed at business clients — so the brand would also be present in the B2B channel and strengthen its position as an expert in the real estate market.
Video that shows the developments and the people behind the brand
For ED Invest we shoot footage of the developments and the construction itself, but also of the team's daily work in the sales office. Variety on the profile matters to us — it's how we reach a broader audience with the message.
There are also films addressing audiences directly, such as holiday greetings or invitations to Open Days, and we regularly work animations and trend-driven footage into the mix.
Coverage of industry events
We accompanied ED Invest S.A. to industry events as well — among them the Orange Ball run by the Polish-Dutch Chamber of Commerce.
Specialist videographers filmed the event as it unfolded, foregrounding the presence of ED Invest's representatives and enriching the material with cutaways from statements by the company's most senior figures.
Dedicated graphic creative
Our work with ED Invest S.A. also covers coordination with DIEA, the design agency in our Good One group, which handles all of the brand's visual creative — from social media and web through to offline material: posters, billboard media, and vehicle wraps.
We co-create the visual identity for the developments, and we were responsible for designing the graphics on the windows of the brand's new sales office. That way we produce every piece of material end to end, keeping the brand visually consistent across every surface.
Daily and crisis moderation
Moderation is, for us, the key to closeness. In daily practice we leave no message or comment without a response — a comment gets at least a reaction or the opening of a dialogue from ED Invest, and a message always gets a reply. It's how we come to understand our audience's needs better and build a credible image for the developer.
In crisis situations we work to a clear division of roles: Social Lama handles monitoring, first-line responses, and reporting; ED Invest handles strategic decisions, subject-matter guidance, and official statements; and the board and legal department step in for high-level crises. We flag every difficult piece of content to the client immediately and recommend the best course of action — hiding it, deleting the comment, or entering the discussion.