“Coming Soon” Listing Reel — The Company Real Estate
Organic social content · Real estate · Vallejo, CA
The context
One of the first pieces of content I produced for The Company Real Estate, a Bay Area brokerage — a “coming soon” teaser for a fixer property in Benicia with a standout hillside location.
The approach
The property’s honest weakness (it’s a fixer) became the hook: “It’s not just a fixer. It’s a Benicia fixer with views.” Drone footage delivered the visual payoff, urgency framing (“opportunities like this move fast”) drove action, and location tagging plus local hashtags targeted Bay Area buyers.
The results — fully organic, no ad spend
- 8,179 views and 4,869 accounts reached — 3–9x the account’s typical organic post (comparable posts ranged roughly 900–2,400 views)
- 1,000 likes at an 18.8% like rate — roughly 4x the account’s best-performing comparison post, on a listing reel, and 4–6x the platform norm
- 122 shares vs. a typical 3 — buyers sending the listing directly to each other
- Nearly 60% of views came from Reels tab discovery — the algorithm surfaced it to non-followers on content strength alone
Performance vs. account baseline
| Typical listing post | Best comparison post | This reel | |
|---|---|---|---|
| Views | 894 | 2,400 | 8,179 |
| Likes | 23 | 115 | 1,000 |
| Like rate | ~2.6% | ~4.8% | 18.8% |
| Shares | 3 | — | 122 |
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