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.
The content needs enough structure to build consistency, without becoming repetitive. These four pillars give us that. Together they show what Rachel is doing, what Rachel knows, where Rachel belongs, and who Rachel is.
Purpose: show that Rachel is active, trusted and consistently working in the Whanganui property market.
Content: open homes, sold stories, standout listings, client moments, results, milestones and property activity worth talking about.
Builds: Credibility & Proof
Purpose: show people what Rachel knows, notices and recommends.
Content: seller and buyer questions, market observations, presentation advice, property insights, common misconceptions and Rachel's take on what matters. Her interior design background gives this pillar another layer, particularly around presentation, styling and what makes a home stand out.
Builds: Expertise & Authority
Purpose: make Rachel visibly part of the community and place she sells in.
Content: local businesses, neighbourhoods, events, favourite places, community involvement and the Whanganui things Rachel genuinely rates. This should feel like Rachel sharing her Whanganui, not a generic suburb guide.
Builds: Local Connection & Relevance
Purpose: let people get to know the person behind the real estate.
Content: behind the scenes, weekly videos, personal moments, opinions, celebrations, milestones, client interactions and the occasional idea that's simply very Rachel. This is where we can have the most fun.
Builds: Familiarity & Memorability
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. | Rotates between FAQs, market observations, local commentary, property perspective, behind the scenes and personal content. |
| Weekly Open Homes |
A dependable weekly property touchpoint. | Reinforces how active Rachel is. |
| Weekly Strategic Rotating Post |
Rotates between sold/client proof, expertise, Whanganui content and personal brand 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.
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.
"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. ✦
Here's what needs to happen to get this off the ground.
Contract signed and invoice paid
Strategy reviewed and locked in
3-month content plan reviewed and approved
Access to Facebook & Instagram pages sorted
Templates designed, including look and feel
Then we kick off!
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.