LinkedIn communication that builds a leader's image in property development
End-to-end LinkedIn communication for JW Construction — positioning the brand as an industry leader, personal branding for its experts, and sales support — brought 27,178 organic views, 819 reactions, and 186 new followers in under seven months.
Our client
JW Construction is one of Poland's largest residential developers, with 30 years of experience in the real estate market. Since day one the company has sold over 32,000 apartments and more than 600 houses — in Warsaw, Katowice, Łódź, Gdynia, Kraków, Poznań, and Szczecin, as well as outside Poland.
The portfolio covers not only mass-market developments but also aparthotel and commercial properties, such as Wola Invest and Jerozolimskie Invest in Warsaw, and luxury hotel properties including Czarny Potok Resort&Spa in Krynica Zdrój and Hotel Dana in Szczecin. The J.W.C. group also runs its own construction company and a factory in Tłuszcz.
The challenge
Social Lama's brief was to build JW Construction's standing on LinkedIn — so the company would be seen as a leader in property development, not just one more developer on the market.
- Positioning the brand's LinkedIn profile the right way and building its image as a leader in property development.
- Personal branding — building personal brands for the company's experts.
- Creating a content strategy that covers education, expertise, and sales.
- Creating consistent visual communication tailored to how LinkedIn works.
Results
Our approach
Content strategy that builds a leader's image
To grow the brand's recognition on LinkedIn, we rolled out a strategy built on a mix of messages — pulling sustainability, industry education, and company life into one coherent narrative.
In the sustainability and environmental posts we showed the technology behind prefabricated construction and the modern, eco-friendly practices the brand uses. We also covered what the company was up to — from sports events sponsored by JWC to banquets, holiday gatherings, and team-building events.
Expert content in an approachable form
We created a series of educational posts busting common industry myths — "Fact or myth" — written in plain language that makes sense even to people who don't know construction terminology.
Every post delivered knowledge worth having and highlighted JWC's strengths at the same time, reinforcing its image as an experienced leader that has backed eco-friendly solutions for years — including debunking the myth that timber houses are less durable than masonry ones.
Building personal brands for the company's experts
As part of the personal branding strategy, we strengthened the standing of JWC's experts as leaders in property development. We built the content from their own statements to the media and industry outlets, which let us highlight their knowledge and experience authentically — among them a comment on the mortgage market by JWC founder Józef Wojciechowski, quoted in Forbes Polska.
Through consistent communication we made the company's key people more recognizable, building their authority and the audience's trust in them, which strengthened the whole brand's image at the same time.
Sales support
On the sales side we published posts promoting specific developments — Hanza Tower in Szczecin among them — with the language tuned to LinkedIn. Every post carried a clear CTA and spelled out what makes each development stand out on the market.
We also worked in posts about customer-friendly options, such as an alternative to taking out a mortgage at the start or flexible purchase terms. With a consistent, engaging content strategy we raised interest in the offering and supported the sales effort.
Visual identity and tone of voice
We created a dedicated visual identity built for LinkedIn, based on JWC's logo and brand colors. We designed the graphic elements to reinforce the company's recognition and professional image on the platform — from the banner and profile image to a consistent grid of post creatives.
We also developed a coherent tone of voice for the written content, tuned to the target audience — expert in substance, approachable and engaging in style.
