Case Study: Paris Group Realty
Professional Services · Real Estate · Brand Strategy · Organic & Paid Social · Digital Overhaul
2017 – 2020
A $55M+ producing brokerage with a 13-year Five Star Award and almost no digital presence to show for it. That’s the gap.
The Challenge
Paris Group Realty was exactly the kind of brand that’s easy to overlook digitally and impossible to ignore in person. A well-established Portland brokerage with a multi-agent team, a 13-year Five Star Award, and $55M+ in annual client production; and a digital presence that didn’t come close to reflecting any of it. Strong local reputation. Stagnant social channels. No cohesive strategy connecting what they’d built offline to the audiences they needed to reach online.
The goal was two-fold: elevate the brand’s market position with a strategy worthy of their track record, and build the digital infrastructure to turn that reputation into an engine for client attraction and growth.
The Approach
I started with a full audit of what existed, what was missing, and what the business actually needed the digital program to do. For Paris Group it meant understanding not just their audience demographics but the particular dynamics of real estate marketing: the trust cycle is long, the competition is fierce, and the difference between a brokerage that looks credible online and one that doesn’t can directly affect whether a client picks up the phone.
From there I built a full brand strategy: competitive analysis, audience segmentation, positioning framework, and a messaging architecture that translated their offline reputation into a clear, consistent digital voice. That strategic foundation came first, deliberately, before any content was created or any campaigns were run.
The strategy was also grounded in a thorough competitive analysis of the Portland brokerage landscape; monitoring top-ranked local brokerages across content, audience growth, and platform positioning. Understanding where competitors were active and where gaps existed informed both the positioning framework and the ongoing content decisions throughout the engagement.
As the engagement evolved and trust built, the work became more hands-on. I moved from strategy into execution — writing copy, directing creative, managing content across platforms, and building out the paid and organic social program that would put the brand in front of the right audiences consistently.
The agent acquisition piece ran alongside the client-facing strategy; developing positioning and content that spoke to agents considering Paris Group as a home for their practice, not just buyers and sellers considering them for a transaction.
The Results
Instagram audience growth: +1,597%
Facebook likes: +614% in one month
Supporting a $55M+ production brokerage; a brand whose offline reputation now had a digital presence to match
Digital Platforms: Facebook · Instagram · LinkedIn · YouTube · Website Blog · E-newsletters
Services: Brand Strategy · Competitive Analysis · Audience Segmentation · Positioning & Messaging Framework · Organic Social · Paid Social · Content Strategy & Execution · Creative Direction · Agent Acquisition Strategy · Competitive Analysis & Ongoing Market Monitoring