Pretty Feeds Don’t Sell Property: How to Make Social Content That Actually Drives Enquiries

Let’s be blunt: your Instagram feed looks amazing. Clean grid. Luxe renders. Drone footage. Neutral tones. #Goals.

But… when was the last time it actually generated a qualified lead?

If your social strategy is all vibe and no value, you’re not alone. Most off-the-plan campaigns treat social media like a digital lookbook instead of a conversion tool.

And while great design is important—it’s not what moves property.

Pretty Doesn’t = Performance

There’s a big difference between content that looks good and content that works.

Here’s the harsh reality:

• Beautiful carousels don’t book display suite appointments

• Timelapse videos don’t nurture investor trust

• Generic lifestyle quotes don’t answer buyer questions

  
  

If all you’re doing is posting pretty pictures and praying for traction, you’re missing the point.

What Social Media Should Be Doing

Social content isn’t about flexing your project aesthetic—it’s about:

• Capturing attention (fast)

• Building emotional connection

• Educating your audience

• Answering objections

• And ultimately, driving action

  
  

If you’re not designing your content to guide people through the buyer journey, you’re just decorating the internet.

The 5 Types of Content That Convert

Here’s what we’ve seen actually work on socials (especially for off-the-plan projects):

1. Behind-the-Scenes Progress Buyers love transparency. Updates on construction, DA approvals, or team activity humanise your brand and build trust.

2. Educational Reels & Carousels Explain the benefits of buying off-the-plan, stamp duty savings, finance timelines, or what’s included in a turnkey package.

3. Local Lifestyle Features Don’t just post the render—show what life’s like nearby. Think cafés, walking trails, dog parks, or school zones.

4. Buyer Stories & Testimonials Real people. Real purchases. Real reasons why they said yes. Instant social proof.

5. Strong, Direct CTAs “Book your inspection” > “Coming Soon.” “Get the full floorplan pack” > “Link in bio.” Don’t be shy—tell them what to do.

And What to Stop Posting

• The same hero render… again

• Interior close-ups with no context

• Abstract captions like “Your dream home awaits...”

• Hard sell posts every single day

  
  

You’re not selling a product—you’re telling a story. Don’t make it boring.

Social media isn’t just for likes. It’s for leverage. A smart content strategy can turn your channels into an always-on lead funnel—but only if it’s designed to do more than look pretty.

So if your feed’s feeling a bit beige, mix it up. Educate. Show behind the scenes. Start a conversation.

Because in this market, pretty just isn’t enough. Performance is the new aesthetic.