Social storytelling for luxury real estate.

As the lead social media strategist for Waterline Square, a luxury residential development in New York City, I am responsible for developing and executing a comprehensive social media strategy. The core mission had three primary goals: growing the brand's audience, driving qualified leads for apartment leases, and creating a social media environment that authentically reflects the aspirational Waterline Square lifestyle.

The goal is that the account serves as the definitive visual and narrative destination for the brand, allowing potential residents to fully envision their life there. I create a results-driven content framework centered on four key pillars to achieve these goals:

Organic Social
Email Marketing
Content Capture
Strategy
Influencer Partnerships

Inside Waterline

Showcasing the exclusive amenities of The Waterline Club to highlight the unique lifestyle and luxury offerings for residents, increasing brand desirability and engagement.

The Waterline Guide

Developing location-based content to highlight the desirable neighborhood and increase brand reach to new audiences through viral and shareable content, used to expand our reach and attract a wider, yet targeted, audience.

The People Behind Waterline Square

Humanizing the brand by featuring the people and community that make Waterline Square special, helping to build a relatable community and foster deeper connections with our audience.

Brand Ambassadors

Partnering with resident brand ambassadors, brothers Rory and Cory, to create authentic content. We developed a competitive content series where they competed in different spaces within The Waterline Club, such as the golf simulator, pool, and basketball court, to give an engaging and genuine look at life within the community. This content was used to provide an authentic and relatable perspective for potential residents.