How Social Media Drives Luxury Real Estate in The Caribbean
In the competitive world of luxury real estate, a compelling online presence is everything. For premier properties in desirable locations like Puerto Rico and Turks and Caicos, simply listing a home isn't enough. Agents must sell a lifestyle, an aspirational vision that captivates a global audience.
We understand this better than most, and our work for Turks and Caicos Sotheby's and Puerto Rico Sotheby's provide insights that can be applied with other companies and regions within the Real Estate industry. With over 5+ years and countless trips to both destinations, we have immersed ourselves in the culture to portray the very fabric of each brand and what it’s like to live in their respective markets.
Strategic Social Media Management and Advertising
We took over the management of both franchisees key social media platforms, including Instagram, Facebook, LinkedIn, YouTube, TikTok, etc. The strategy moved beyond simple listings to a content-first approach that tells the story of the lifestyle through high-end photography, videos, and narrative-driven posts that highlight the lifestyle benefits of each property and neighborhood. We manage their social media channels, turning them into a powerful engine for brand awareness and lead generation through a curated brand voice, targeted ad campaigns, and regular posting across all platforms.
PSG produced a Brand Documentary for Turks and Caicos Sotheby's, showcasing the essence of the brand paired with the luxurious listings and lifestyle from the team’s perspective. The video is a journey into a world of sophisticated real estate, where exceptional properties meet unparalleled service, inviting viewers to discover their own piece of paradise.
THE NUMBERS
Puerto Rico Sotheby’s International Realty
6.5M+ Yearly Impressions
2.5M+ Unique Users Reached Per Year
360,000 + Video Views Per Year
Turks and Caicos Sotheby’s International Realty
4.7M+ Yearly Impressions
3M+ Unique Users Reached per Year
420,000 + Video Views Per Year
Targeted social media strategies
We took a platform-specific approach by using each social media channel for its strengths.
Instagram and Facebook: Both platforms are used for compelling visuals and targeted advertising. Content included everything from property highlights and client testimonials to behind-the-scenes insights, all designed to engage a high-end demographic.
YouTube: The campaigns leverage YouTube for long-form content, short form content via YouTube Shorts, cinematic property tours, etc. allowing potential buyers to immerse themselves in the virtual experience. By providing a detailed walk-through, they build trust and captivate serious prospects.
Asset Optimization: It's about more than just video quality; it's about tailoring your content to each platform's unique culture and algorithm. We understand and adapt content per platform — from ideal video length and aspect ratio to audience behavior and content style—you can significantly boost engagement, increase visibility, and ensure your message truly resonates, turning scattered posts into a powerful, cohesive content strategy.
Property Reel | Featured home, video cross collaborating with the franchise designed to reach a wide audience on all social media platforms.
Brokerage Team Reel | This social media asset wa a preview to the larger agent series campaign for Turks and Caicos Sotheby’s International Realty.
Lifestyle Reel |Featured neighborhood shots, paired with agents and office showcase.
Property Walkthrough Reel | Property highlight reel designed to engage a high-end demographic across all platforms with an interview.
THE RESULTS
The success of these two brands underscores the value of strategic, content-driven social media management.
Building credibility: By consistently showcasing stunning properties and providing valuable, destination-focused content, Sotheby's established itself as the leading luxury real estate authority in both markets.
Generating leads: The high-quality visual storytelling and targeted campaigns captured the imagination of potential buyers, leading to increased interest and, ultimately, sales. The video content, in particular, created strong emotional connections and drove inquiries.
Maximizing reach: Through thoughtful content that went beyond simple property promotion, the campaigns attracted a wider audience of luxury enthusiasts, not just active buyers, expanding brand visibility and influence.
