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Real Estate Development on LinkedIn

Implementation of a Digital Content Strategy for the CEO of a Leading Real Estate Developer, Operating in Luxury and Affordable Segments, Aiming to Increase Engagement, Enhance Online Visibility, and Strengthen the Employer Brand.

Image by Danist Soh

Context and Challenges:

As the Ghostwriter for CEO Alex Veiga, I faced the challenge of unifying two distinct fronts (luxury and affordable housing) under a single LinkedIn profile. The goal was to increase the executive's visibility and communicate the company's market value to investors, partners, and potential talent.

Objectives:

  • Increase the number of followers and engagement on the CEO's LinkedIn profile;

  • Position Alex Veiga as an influential voice in the real estate sector;

  • Strengthen the company's employer brand, attracting talent for both segments;

  • Effectively communicate the developer's market value to investors and partners.

Strategies and Actions:

I developed a tailored content strategy, blending themes relevant to both the luxury and affordable housing segments. The approach included leveraging industry-related news, highlighting sustainability and innovation initiatives (key values of the company), and positioning them as differentiators.

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The strategy encompassed:

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  • Regular, high-frequency posts.

  • Articles and strategic commentary to boost visibility and engagement.

  • Proactive responses to messages with inquiries and partnership requests, reinforcing the CEO's image.

Results Achieved

  • 48.16% increase in followers within less than 12 months, surpassing the average growth by over 15%;

  • 3.75% average engagement rate, exceeding the previous average of 2.66%;

  • Recognition as a Top Voice in Real Estate Development, underscoring the profile's influence and relevance in the sector.

Alex Top Voice 02 abril 24.png

Learnings and Insights:

  • Consistency in quality content production is essential for the organic growth of a profile;

  • A balanced approach between the luxury and affordable segments broadens audience reach and engagement;

  • Positioning the CEO as an industry expert strengthens both the personal and corporate brand;

  • Transparency about the company’s values and differentiators attracts not only clients but also top talent and business partners.

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