Calendar and production
What gets published, when and why. The works set the rhythm: a month with new structure is told one way, a month of interior finishes another.
Service · Content and community
Social media and community for a development
A development runs for two or three years and produces material every week that nobody uses. We run the social accounts of a development as part of the owned channel, not as a loose service: publishing is half the job, and answering is the other half.
The starting point
The account that posts three times and goes quiet
The pattern repeats on almost every development on this coast. A profile is opened when the works start, the renders go up, the site board goes up, and two months later the last post is dated last year. An abandoned profile is not neutral: it tells the buyer the project has stalled.
The other pattern is the generalist agency posting three times a week whatever it takes to meet the contract: lines about sunshine, motivational quotes and stock photographs that are not of the development. It generates activity and not one enquiry, because it says nothing a buyer needs to know.
We do not sell posts by the bundle. The social accounts of a development have two concrete jobs: showing that the building is progressing, and being where the buyer asks questions. Everything else is filler.
The raw material
The content already exists: it is on site
There is no need to invent topics. A development produces, on its own, more content than can be published: the setting out, the structure rising a floor a month, the first slab, the facade, the pool being poured, the keys.
That material has a property no render has: it proves. And it works twice, because it reassures the buyer who has signed and still sees nothing, who is exactly the person who will recommend the development to a brother in law in Manchester.
- A capture calendar tied to the rhythm of the works, not to the marketing calendar.
- Each piece is published in the language of the market it is aimed at, not only in Spanish.
- A render is always called a render.
- The material stays on your server and belongs to you, like the rest of the channel.
What we actually do
Community management for a development
It is not running the socials. It is a job with four parts, and the part that weighs most is not the visible one.
Multilingual publishing
The same piece, written for each market. A German post is not the Spanish one translated: German buyers ask about deadlines and guarantees where Spanish ones ask about the beach.
Answering the messages
The part almost nobody does. Comments and private messages answered in the language they arrive in, with a script agreed with you and a clear line on what we do not answer ourselves.
Handover to your sales team
A message asking about price or availability is not answered from marketing: it goes to your salesperson with what we already know about that person, and it is recorded as an enquiry with its source.
An example with numbers
Where the messages of a development come from
Another calculation done in front of you, this time on what arrives through social. It exists to size the answering workload, which is the part always underestimated when the contract is signed.
The same neutral unit used on the new build marketing page, so the two calculations can be compared.
A click through rate between 2.5 % and 3.75 %, the upper end taken from the published real estate average on Meta.
Between 6 % and 11 % of those who click write something instead of filling in a form, and many write outside office hours. This is our own assumption: there is no serious public figure for it.
Real questions about price, availability or a viewing. The rest are curious neighbours and agencies testing the water. Filtering them is exactly the job, which is why it is measured and reported monthly.
How to read this scenario
- Published figureThe 3.75 % click through rate is the real estate sector average for Meta lead campaigns, according to the 2025 reference reports from LocaliQ and WordStream, measured on the United States market.
- AssumptionThe last two steps are entirely ours and rest on no source at all. We publish them anyway, labelled, because they size the answering work and because we would rather show where a number comes from.
- AssumptionThe share of useful messages moves a great deal with the price of the product and with the country. In an international market it rises; in a keenly priced, very local development it falls.
We do not promise followers, reach or engagement. Those are figures that can be bought and that do not sell a home. What is measured here is how many useful conversations come in and what happens to them.
The community
The buyers who already signed are your best channel
- 01
Whoever has signed wants to see the works
They have paid in advance for something that does not exist yet and they live two thousand kilometres away. A monthly progress photograph is worth more to them than to any prospective buyer.
- 02
A reassured buyer does not ring the office
Regular communication saves your team a stream of anxious calls. It is a saving that appears in no report and that your sales team notices.
- 03
And they talk to their own
In foreign markets a recommendation between compatriots weighs more than any advert. A satisfied British owner in Rojales is seen by other British buyers looking at the area.
- 04
The community outlives the development
When the keys are handed over, that list of happy people is the starting point of the next scheme. It is an asset, and it is yours.
The pieces
What the infrastructure is made of
Each piece can be read on its own, but they only work together: a website without languages reaches nobody abroad, and acquisition without measurement cannot be corrected.
Marketing for developers
What a developer needs that a generalist agency rarely understands: the cycle of a scheme, the off plan phase and the sales team.
The development website
The central asset. Why the development website is not the developer corporate site, and what goes inside it.
International property marketing
Multilingual structure, hreflang and international SEO, so you compete in the buyer home country and not only in Spain.
International buyer acquisition
How enquiries come in, how each one is tied to its source and how you learn which channel paid for the keys.
The international buyer
Who buys, from where, in which language and at what point in the year they start looking.
Digital marketing of new build
The page that explains the whole thing: the borrowed channel problem and how an owned one is built.
Questions
About social and community
Which networks should we be on?
It depends on the buyer, not on fashion. For the foreign buyer on this coast, Facebook and Instagram are still where they are, and for British buyers the local groups weigh heavily. LinkedIn serves the company, not the development. Being everywhere and posting little is worse than being properly on two.
How many posts a month?
We do not work by post count, and be wary of anyone selling it that way. The rhythm is set by what happens on site. One month there may be three things to tell and the next none, and forcing a post when there is nothing to say is what empties an account.
Who answers the messages?
We do, in the language they arrive in, with a script agreed with you. What we never answer is final price, reservation terms or anything that commits a sale: that goes to your salesperson with everything we already know about that person.
Are the accounts ours?
Yes, from day one, like the domain and the website. They are created in the developer name and we work with access. The day we stop working together there is nothing to claim back or rescue.
Does social sell new build or is it only branding?
Both, but at different moments. Off plan it brings volume that has to be filtered. During construction it is mostly proof that the project is moving. On the last units it brings enquiries again, because by then there are real photographs to show.
Tell us about your development
Knowing what phase the works are in and what photographic material already exists is enough to say, in one conversation, whether opening a profile for the development makes sense yet.