Built on the Auckland-wide Bayleys social strategy and shaped specifically around your office, your team and the Eastern Bays. This is our recommendation, and a conversation to make it yours.
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.
The page has been kept active and consistent with national Bayleys collateral, which keeps the brand present and professional. What we want to layer on top of that is content specific to St Heliers, the team, the results, the local community and the Eastern Bays as a place to live. That's what turns a page that looks like a Bayleys page into one that feels like your office.
Facebook at 1.5K followers, Instagram active with 301 posts. The page is established, the brand is present and there's an audience already there. A great base to build from.
National collateral will continue to play a role, but the opportunity now is to balance it with content that's specific to this office. The agents, the results, the Eastern Bays lifestyle and the community the team is part of every day.
St Heliers has one of the most distinct locations of any Bayleys office in Auckland. The lifestyle, the scenery and the community are a content advantage we can lean into more to make the page feel genuinely local.
15 agents, a tight-knit team and a genuinely great patch of Auckland. Layering in regular agent features, local content and results posts turns the page into something the whole team is proud of and actively participates in.
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 personal 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 15, 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 15 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.
Ideas specific to this office, this team and the Eastern Bays to layer alongside the existing national content. Each one is a series that builds value over time. Starting points to discuss and shape together.
A short story from the agent behind a strong sale. Not just the result what made it happen. Written in their voice. The kind of content a potential vendor saves and remembers.
Each agent speaks to the suburb or street they know better than anyone. Specific, credible, personal. Rotates through the whole team over time and builds individual profiles naturally.
A real result from the vendor's side. One quote, one agent, one suburb. Short enough to read in ten seconds. More convincing than any listing post. Can we build a process to capture these as they happen?
A rotating format where each agent answers one unexpected question about the area or their work. Short, shareable, reveals personality. Every agent gets a moment. Every agent reshares it.
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.
A few things we want to hear from you on before we finalise the content plan and build out the first month. These aren't tick-box questions, they're conversation starters to make sure we build something that genuinely works for the office.
The St Heliers page doesn't currently have a consistent rhythm or identity. That's the first thing we fix. Beyond that, the goal is to make this page genuinely useful for every agent on the team. Regular spotlights, results posts and resharing agent content to stories builds each agent's profile and shows the depth of expertise across the whole office. A page the team is proud of and actively participates in is a page that grows.
More vendor appraisals, agents getting direct enquiries, stronger name recognition in the Eastern Bays? Or all three? Getting clear on this shapes everything we prioritise.
If someone lands on the page cold right now, what should they walk away thinking? You're right on Tamaki Drive looking out to Rangitoto, at the heart of the village. How central do you want the Eastern Bays lifestyle to be to what we build?
What does this office do that no other agency in the Eastern Bays can genuinely say? The answer to this sits at the core of every piece of content we create.
The Eastern Bays can support all three. What feels most true to this office and this team? It's worth deciding on upfront so every post feels consistent.
Real estate or otherwise, anywhere in the world. Even a rough reference gives us something to work toward visually.
Price shown, or suburb and result only? A positioning decision as much as a practical one. Showing prices signals confidence. Worth deciding on upfront.
Achievement-based as strong results come in, a regular rotation so every agent appears consistently, or a mix of both? We'd lean toward a mix rotate profiles, lead on results as they happen.
Which agents have the depth of local knowledge and the confidence to be quoted on what's happening in the Eastern Bays? We want to spread this across the team, not just one person.
New agents joining, awards, milestones, events the office is involved in. Anything coming up we should be planning content around from the start.
Any events, causes or local moments in the next quarter we should plan around? Pink Ribbon, school events, anything the office gets involved in.
Who needs to see and approve content before it goes live? Is that you, or someone else on the team? All scheduling runs through Metricool on our end.
Once we've worked through this together, we'll finalise the strategy and content plan for sign-off this week. From there we build out month one every post mapped, every pillar covered, every agent scheduled to appear. The goal is to have the first posts live the week of 18th May. Looking forward to building something the whole team is proud of.