Social Media Management
Mantra Properties is a premium real estate developer based in Pune, focusing on residential and Commercial projects. Over the years, they have built a reputation for quality construction, modern amenities and customer-centric offerings. When Pinaka Digital Technologies began the partnership 4 months ago, Mantra was looking to amplify its digital presence and to engage potential homebuyers.
When we started working with Mantra Properties, we identified several challenges:
- The real estate social media space in their market was already saturated — many competitors posting similar designs, offers and content.
- Engagement rates were low (few comments, shares) and posts seldom reached beyond direct followers.
- Content fatigue: repeating project images without fresh storytelling made it hard to sustain interest over time.
From the outset, we aligned on clear objectives for the 8-month engagement:
- Increase brand awareness and recall of Mantra Properties among target audiences.
- Boost engagement metrics (likes, shares, comments) and encourage community building.
- Position Mantra as a trusted, aspirational real estate brand (not just “another developer”).
- Ensure consistency and freshness in content, so followers stay interested over time.
To achieve these objectives, we devised a multi-pronged social media strategy:
- Audience segmentation & persona building: Define buyer personas (first-time home seekers, upgraders, NRI investors, etc.) to tailor messaging.
- Content pillars & storytelling: Establish core themes (project features, resident stories, lifestyle, behind-the-scenes, community highlights) to diversify content.
- Platform mix & cadence: Focus on Instagram, Facebook, LinkedIn (for investors), and launch occasional short reels / video snippets.
- User-generated content & testimonials: Encourage happy customers to share photos / reviews to build authenticity.
- Performance tracking & optimization: Weekly analytics reviews to prune underperformers and double down on what works.
The Execution
Phase 1 – Brand Push (Months 1–2):
• Introduced Mantra’s brand voice and visual identity on social platforms.
Phase 2 – Engagement & Community (Months 3–5):
• Ran polls, quizzes, “Ask Me Anything” sessions, behind-the-scenes project videos.
• Shared customers, company story, milestone posts (foundation, structure, topping off).
• Encouraged user interaction (contests, caption challenges).
Ongoing Activities:
• Weekly content calendar planning, creative design, copywriting, scheduling.
• Monthly performance reviews and optimizations.
• A/B testing across visuals, headlines, call-to-actions.
• Monitoring comments, DMs and timely responses to maintain community goodwill.
Results Delivered
Over the 4 months, our social media management delivered strong, measurable results
2X Increase
In Followers on Instagram
5 % average
Engagement rate per post
3X Increase
In Reach Per Month
Key Takeaway
- Consistency + storytelling matter: You can’t rely only on project imagery. When you weave narratives (residents, progress, lifestyle), audiences relate better.
- Community building fosters trust: When users comment, ask questions or share, responding promptly and genuinely boosts credibility.
- Real estate is long lead: Social media is not just for “quick conversion” — it’s a channel to nurture interest, build brand equity and shorten sales cycles in combination with offline touchpoints.
