Property proves it. Personality makes it memorable, that's the social brand we're building.
Rachel already has plenty happening. She's active in the Whanganui property market, has a personality people respond to, and is comfortable doing things a little differently. The opportunity is bringing those strengths together into a more consistent, recognisable social presence.
Build a recognisable local personal brand around an already active and successful Whanganui agent. Social media should reinforce Rachel's activity, expertise and results while giving people more opportunities to know, like and remember her.
Real estate social media naturally contains plenty of listings, sold results and open homes, Rachel should absolutely show that activity. But the bigger opportunity is adding something much harder for another agent to replicate: Rachel herself. Her personality. Her point of view. Her eye for property. Her connection to Whanganui.
Rachel is vibrant, fun, expressive and comfortable standing out. She likes doing things differently, and that should be celebrated rather than toned down to fit a traditional real estate mould. But personality alone isn't the strategy.
Approachable enough to feel easy to call. What makes Rachel interesting is the combination of a big personality with strong property activity, local knowledge, an eye for presentation and genuine approachability.
Bringing energy, expertise and her own point of view to real estate.
Three principles. Does it get people talking? Does it feel like Rachel? Does it teach them something useful? Between the three, the feed stays active, personal and worth following.
Every piece of content, across all three principles, is built around Rachel: her face, her voice, her point of view.
Purpose: show Rachel is busy, connected and part of the community she sells in.
Content: open homes, sold stories, standout listings, client moments and the Whanganui places and people Rachel rates.
Builds: Activity & Connection
Purpose: let people get to know the person behind the real estate.
Content: behind the scenes, weekly video, personal moments, opinions, celebrations and the occasional idea that's simply very Rachel. This is where she has the most fun.
Builds: Familiarity & Memorability
Purpose: show people what Rachel knows, notices and recommends.
Content: seller and buyer questions, market observations, presentation advice and Rachel's take on what matters, with her interior design background giving this an edge on styling and presentation.
Builds: Expertise & Authority
Consistent without becoming predictable. The structure gives us consistency, the pillars give us flexibility.
| Slot | Content | Notes |
|---|---|---|
| Weekly Rachel-Led Video |
A regular opportunity for people to see and hear Rachel. | Filmed in one ~40-minute weekly session, yielding 3 short clips that rotate across Engage, Entertain and Educate. |
| Weekly Open Homes |
A dependable weekly property touchpoint. | The properties Rachel has open that week. |
| Weekly Strategic Rotating Post |
Rotates between Engage, Entertain and Educate content. | Depending on what's strongest that week. |
New listings continue to be supported separately through Barney, Rachel's PA.
Over time, we can establish a handful of recurring ideas people begin to associate with Rachel.
The property, room, feature or detail Rachel cannot stop looking at.
Rachel's social presence should feel noticeably different from a polished, corporate real estate feed. Not messy. Not gimmicky. Just full of more life.
Property Brokers' blue is part of the wider brand and Rachel's happy for it to show, used deliberately.
Some posts should be clean and property-led. Some should be colourful. Some should feel polished. Some should feel spontaneous. The common thread should always be Rachel.
Sounds like Rachel. Not a real estate template.
Written like a real person, not marketing copy.
Short, sharp copy. No filler, no waffle.
"Making your real estate dreams a reality"
"Ring Rach"
Every piece of content doesn't need to do everything. But over time, the feed should consistently reinforce: Rachel is active. Rachel knows property. Rachel knows Whanganui. Rachel is approachable. Rachel has personality. Rachel does things differently. Rachel is someone people remember.
✦ Quirky. Local. Unmistakably Rachel. ✦
More than a property feed.
The next phase is about moving from individual property posts to a social presence with a clear identity. Rachel should become the recognisable thread running through everything.
Listings and transactions leading the feed.
Property remains important, but Rachel becomes the constant.
Content driven mainly by what needs to go out that week.
People begin to know what they can expect from her.
Useful in isolation, but not always building something bigger.
Every post adds another layer to how people understand Rachel.
An existing audience without an established Instagram presence.
Building familiarity across both platforms.
Real estate content that does the job.
Content that's useful, credible and unmistakably Rachel.
Make Rachel as memorable
as the homes she sells.
We're not simply making the feed look better, we're using social media to make Rachel Gray more recognisable. Over time, people should see what she sells, understand what she knows, recognise what she notices, see her connection to Whanganui and get a genuine feel for the person they'd be dealing with.