Smith & Associates, a leader in Tampa Bay luxury real estate since 1969, was struggling to translate their offline reputation into online engagement. Their Instagram presence was stagnant, with low visibility on Reels and minimal lead generation. By implementing a high-volume, video-first content strategy, Qognition drove a 61% increase in qualified leads, boosted profile visits by 32%, and nearly doubled their average Reel views in just 6 weeks
1. The Challenge: A Disconnected Digital Presence
Despite being a market leader, Smith & Associates lacked a cohesive social media strategy that could compete with modern, digital-first brokerages.
Key Pain Points:
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Inconsistent Posting: There was no structured content calendar, leading to sporadic updates that failed to build audience momentum.
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Low Visibility: The brand was not leveraging vertical video effectively, resulting in low visibility on Instagram Reels and minimal inbound leads.
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Weak Engagement: Engagement rates were significantly below industry benchmarks for the luxury real estate sector.
2. The Strategy: A "Volume + Value" Video Approach
Phase 1: The “5+5” Content Framework
We implemented a rigorous publishing schedule to trigger algorithmic growth.
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High Frequency: We structured a plan of 5 static posts + 5 videos weekly.
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Content Pillars: The content mix focused on three core areas: Thought Leadership, Client Stories, and Office Culture to humanize the brand.
Phase 2: Reels Optimization
We focused on maximizing reach through technical optimization.
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Trend Jacking: We optimized Reels using trending audio tracks and location-specific hashtags (e.g., #tampa, #tampabayrealestate) to capture broader attention.
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Visual Hook: Videos were tailored to luxury aesthetics, ensuring they stopped the scroll immediately.
Phase 3: Conversion Engineering
We turned followers into prospects.
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Direct Response: We added lead-focused Calls-to-Action (CTAs) in captions and Stories, explicitly encouraging users to “DM for details” or click the website link
3. The Results: Turning Views into Leads
The impact of the new strategy was rapid and quantifiable. Within a 6-week period, the account transformed from a brochure to a lead engine.
Key Metrics:
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61% Lead Growth: We generated 45 qualified leads directly through Instagram, a 61% increase from the previous cycle.
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Viral Reach: Average Reel views jumped from 7.8K to 12.5K, expanding the brand’s visibility to new potential buyers.
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32% Profile Growth: Profile visits increased by 32%, indicating strong interest in the brand’s inventory.
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Pipeline Impact: Website clicks increased by 28%, directly contributing to the sales pipeline.
4. Analytics Snapshot
Engagement Overview
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Engagement Rate: Achieved a strong 5.054% engagement rate, signaling high audience resonance.
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Avg Activity: Account activity hit 100%, showing consistent interaction with the community.
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Peak Engagement: The most popular post time was identified as Monday at 21:00, allowing us to optimize future scheduling.
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Top Hashtags: #tampa, #smithishome, and #tampabayrealestate drove the most visibility.