Your social media strategy for Bayleys St Heliers. Built around the Auckland-wide Bayleys framework, shaped around your office, your team and the Eastern Bays. A document to refer back to as we build and grow the page together.
The Auckland-wide Bayleys social strategy gives us a strong framework to work within. Our job is to take that framework and make it feel unmistakably like the St Heliers office, the location, the team and the community you're part of.
St Heliers is a small to mid-size office with a genuinely close team. That's the point of difference and it's what the page should feel like. Not overly polished or corporate, but real, down to earth and full of personality. A page that reflects the culture of the office, supports every agent and builds the St Heliers presence in the Eastern Bays.
Facebook at 1.5K followers, Instagram active with 301 posts. The page is established, the brand is present and national Bayleys collateral has kept it consistent. A great foundation to layer local content on top of.
Not super polished. Not corporate. The St Heliers team shares ideas, backs each other and has a genuine culture. The content should feel like it comes from that place, warm, approachable and grounded in the Eastern Bays community.
A tight-knit office where the team shares insights, supports each other and genuinely knows the area. That culture and that local expertise is what sets St Heliers apart. It needs to come through in everything we post.
The Auckland-wide Bayleys strategy is built on five content pillars. Every branch follows this framework. What makes St Heliers different is how we fill each one with your agents, your listings and your corner of Auckland.
One of the biggest opportunities on the St Heliers page is the team. People list with people they know and trust. The more we build individual agent profiles through the office page, the more the page becomes a genuine lead generation tool.
We want every agent on the team to feel visible on the page. Achievement-based spotlights as results happen is the most natural and effective format. A strong sale in Glendowie, a quick turnaround in Mission Bay, a happy vendor in St Heliers these are the posts that get reshared, get commented on and reach new audiences. The more an agent sees themselves featured, the more they engage. The more they engage, the more the page grows.
When an agent reshares a post featuring them to their business page, the office page reaches their entire follower network people who likely know the agent but may not follow the office page. For a team of 18, this is the most powerful organic growth tool available. We'll make the content worth resharing.
We've already pulled social handles for 9 of the 18 agents. Naomi Daniel, Mel Evans, Paula Halford, Amber Huang, Fraser Meads, Theresa Moors, Kellie Moyle, David Nightingale and Mitch Owens all have confirmed Instagram handles. We'll confirm the remaining six in the onboarding form.
A real vendor story carries more weight than any listing post. We want to build a simple process to capture these as they happen. A short message from a happy client is enough to work with.
Six confirmed content series built around the team, the results and the Eastern Bays. Each one has a clear purpose and a consistent format that builds value over time.
Fortnightly. One agent, one genuine observation about what they're seeing in the market or the area right now. Short, specific and sourced directly from the agent. The kind of content only someone who works here every day could write.
The BUILD package gives us three posts per week across Facebook and Instagram. Here's how we'd distribute them across the week and rotate through the five pillars to keep the content varied and purposeful.
| Slot | Post Type | Pillar | Why this slot |
|---|---|---|---|
| Tues / Weds | Sold or new listings carousel Alternating fortnightly |
Property | Mid-week is when vendors are thinking and researching. A strong result or new listing lands in front of them at the right moment. |
| Friday | Open homes carousel Every week without fail |
Property | Sets the weekend up. Drives foot traffic. Weekly proof the office is active and every agent is moving. |
| Rotating | Brand / People / Insights / Local Rotating across the four remaining pillars |
Varies | The trust-building slot. Keeps the feed from becoming a pure listings board and builds the brand, the team and the local authority over time. |
The third post each week rotates through Brand, People, Insights and Local content. Over a month, the feed has covered every pillar agents have been featured, local content has run, a market insight has gone out and the brand has been reinforced. Nothing gets stale. Nothing gets skipped. We'll build the content calendar month by month so you always know what's coming.
Everything agreed and confirmed. This is the reference point for how we operate, what we've committed to and what's coming up.
A regular posting rhythm every week without fail. Three posts per week across Facebook and Instagram. The page feels active, reliable and always present in the Eastern Bays.
Every agent featured regularly. Results celebrated, profiles built, local knowledge shared. The page becomes a genuine showcase of the 18-person team and what they bring to the Eastern Bays.
Consistent, local and engaging content is what grows a following. As agent spotlights get reshared, local content resonates and the team engages, the audience builds organically over time.
National Bayleys collateral continues to play a role alongside the local content. The page supports the wider brand while making it feel specific to St Heliers and the Eastern Bays.
All content reviewed and approved by Mark and Sophie (admin) before going live. Scheduling managed through Metricool on our end.
Lauren and Mark to connect monthly to review what's been posted, what's performed well and what's coming up in the content plan. Keeps the strategy current and the team's input flowing through.
When agents are featured, we encourage resharing to their business pages. This extends the reach of every post to their individual networks and builds their business profiles at the same time.
The team is attending a Pink Ribbon Breakfast dates to be confirmed. We'll plan content around this once we have the details. A great community moment to capture and share.
Content plan mapped out across the first 3 months with all five pillars and the full agent rotation in place from the start. Tailored as content opportunities come up along the way.
This document is the reference point for everything we do together. The strategy is set, the team is ready and the first posts go live the week of 18th May. Looking forward to building a page the whole St Heliers team is proud of.