320 Real Estate
A social media identity and content strategy for a luxury real estate agency in Marbella, built to attract high-value buyers and position the brand as a lifestyle destination.
- Client
- 320 Real Estate
- Role
- Marketing & Social Media Associate
- Year
- 2025
- Type
- Social Media Strategy · Brand Identity
A luxury agency with an unlocked audience.
320 Real Estate is a boutique property agency based in Marbella, Spain, specialising in holiday homes, investments, and family relocations across the Costa del Sol. Despite strong listing content and a growing portfolio of high-value properties, the brand's Instagram presence wasn't converting, it lacked the visual consistency and lifestyle storytelling needed to attract and retain high-intent buyers.
Strong listings. Weak brand.
An audit of the existing Instagram account identified three core issues: inconsistent visual identity across posts, unclear content direction that mixed listing formats with unrelated content, and missed opportunities in audience engagement. The account had the raw material, quality property photography, but no system to turn it into a coherent brand experience. A competitive audit of three key agencies across the Costa del Sol, Berkshire Hathaway Homeservices, Engel & Völkers, and Solvilla, confirmed the wider pattern: polished listing content was the baseline across all competitors, but none were using lifestyle storytelling or brand personality to differentiate. The feeds looked professional but felt corporate and sales-heavy. That gap became the strategic opportunity for 320.
Strategy before aesthetics.
The project began with a full audit of 320's existing Instagram presence and a competitive analysis of three key agencies across the Costa del Sol, BHH Marbella, Engel & Völkers, and Solvilla. The audit revealed three core weaknesses: visual inconsistency across posts, content that was primarily listing-focused with no lifestyle or aspirational elements, and low brand personality, the account felt functional, not aspirational. From that research, three buyer profiles were identified driving 320's audience: high net worth individuals seeking luxury villas and second homes who respond to aspirational lifestyle and SOLD posts; international investors prioritising market stability who engage with data-driven and trust-building content; and relocation clients looking for community, culture, and daily living guidance. Each segment required a distinct content approach. A three-pillar content strategy was built around those profiles: Property Showcases for listing content and proof of success, Lifestyle & Community to position Marbella as a destination rather than just a market, and Trust & Expertise to build credibility through agent tips, testimonials, and market insights. Profile optimisation recommendations covered bio rewriting, highlight restructuring, and pinned post strategy. A weekly content calendar mapped post types across all seven days to ensure consistent, varied output.
Building the feed.
The visual identity was applied across a series of Instagram posts — property campaign visuals designed to communicate luxury positioning, drive inquiry, and maintain visual consistency across the feed. Each post was built around a clear content pillar: property showcases, lifestyle and community, or trust and expertise.
Delivered as a full strategic document.
The complete social media identity and strategy was compiled and delivered remotely as a strategic document to the 320 Real Estate team, covering brand audit findings, visual identity recommendations, content strategy, a weekly content calendar, and executed post examples ready for publication.