The Objective
Influenced is a dedicated service designed to enhance businesses’ social media presence through strategic influencer campaigns and User-Generated Content (UGC). For those unfamiliar with the term, UGC refers to content such as videos, photos, or testimonials created by real users rather than the brands themselves.
This approach results in content that feels more natural and unfiltered, which in turn fosters authenticity and relatability. These qualities are crucial for building trust and genuine connections between brands and their audiences.
For Elivia Homes, Influenced focused on capturing the unique charm and character of two different locations to showcase on the Kent-based developer’s social media channels. This content not only highlights the local area but also provides potential buyers with a more immersive, real-life perspective of what it’s like to live there.
With many property developers facing challenges in consistently creating high-quality, on-the-ground content, Influenced effectively bridges that gap, providing a seamless solution for producing engaging, impactful content that resonates with target audiences and ultimately boost organic reach.
The Strategy
Summerfield Nurseries – @mel_junerose
Summerfield Nurseries, located just outside the charming village of Staple in Kent, is a development of 17 bespoke homes by Elivia Homes. Our client asked for our help in raising brand awareness within the Staple area, to encourage footfall to the development. We recommended UGC activity to showcase the picturesque lifestyle that Summerfield Nurseries has to offer – both within its thoughtfully designed homes and the serene surrounding area.
One of our creator talents, Mel June Rose, was tasked with capturing the essence of the newly opened show home, highlighting its beautifully styled interiors and spacious garden, as well as the tranquil countryside atmosphere that defines the development. Through a series of short six-second, engaging portrait raw footage clips and still shots, we crafted dynamic reels that not only showcased the properties but also the landscape, local country pub and farm shop.
The versatility of this footage allowed us to create multiple reels that can be easily repurposed for Elivia Homes’ social media pages.
Lanthorne Place – @sarahinsurrey
Lanthorne Place, another development by Elivia Homes, is a collection of 53 new homes located in the quintessential seaside town of Broadstairs, minutes away from a wide selection of beaches and bays along the Kent coastal path. During the summer months, we sought to capture the essence of coastal living through a series of engaging social media reels. The objective was to highlight the proximity of the development to the beaches and high street all within walking distance, with Sarah capturing authentic content around themes like ‘Life in Broadstairs’ and ‘POV: You live next to the beach’.
One sunny day in August, Sarah captured over 50 unique clips which included shots of the development itself, Broadstairs town centre and the nearest beaches showcasing the coastal lifestyle on offer by living here. These were then edited by our in-house social media team and uploaded directly to the Elivia Homes social media accounts.
The Results
The reels performed well by being used as a tool to enhance organic reach across social media, gaining positive engagement from other influencers and driving an increase in enquiries.
UGC content metrics across Instagram and Facebook:
- Views 3.2k
- Reach 3k
- Likes 75
- Interaction 73
We also leveraged UGC in our client’s social media ads to boost website traffic. This approach proved far more effective than using static product images, as UGC feels more authentic, leading to greater engagement and credibility. Not only is it more cost-effective than producing branded content, but its relatable nature also drives higher levels of likes, comments, and shares.
During one month, the ad campaign featuring UGC (highlighting the walk to the beach from the development) reached 15,356 users and generated 1,104 link clicks at just £0.08 per website click, equating to a click-through rate (CTR) of 5.07% (with the industry average for real estate at 0.99%).
Utilising UGC creation was a fairly new concept to Elivia Homes, but after these two successful projects, our client is feeling more confident to explore an influencer collaboration campaign as well as commission more UGC projects.
If you’d like to find out how UGC can positively contribute to your organic and paid social efforts, please contact influenced@theoraclegroup.co.uk.