Maximizing Exposure: Social Media Strategies That Sell New Construction Developments

I recently had the opportunity to speak at Ombelle’s educational series, “Maximizing Exposure: Social Media Strategies That Sell New Construction Developments,” which was an absolute pleasure. Sharing insights alongside such a sharp panel of industry experts reminded me just how powerful social media can be in driving momentum for real estate projects, especially when done right.

First, what’s Ombelle? Ombelle is a transformative new residential development in downtown Fort Lauderdale, featuring two 43-story towers with 775 fully finished and furnished residences. Designed by the renowned architecture firm ODA, Ombelle offers over 100,000 square feet of indoor and outdoor amenities, including pools, a spa, co-working spaces, and retail experiences, all aimed at fostering a vibrant community in the heart of Flagler Village. 

Their educational series is designed to bring together professionals across the industry—marketers, developers, creatives, and strategists—to share knowledge, spark conversation, and empower attendees with tools to drive better results.

At GOAT Social Media, we know that the best results come from strategies that blend creativity with data. Here are a few of the key takeaways I shared during the panel:

💡 Authenticity Always Wins

People want to connect with people. That’s why I always encourage clients to lead with their personality. Show up consistently, speak in your voice, and create content that actually feels like you. Especially in real estate, where the competition is fierce and trust is everything, authenticity helps you stand out and stay memorable.

📈 Storytelling + Strategy = Results

Brand storytelling is about more than pretty pictures—it’s how you build relationships and earn credibility. But storytelling alone isn’t enough. Every piece of content should still have a goal: drive traffic, generate engagement, capture leads, or build community. At GOAT, we’re constantly reviewing performance data to see what’s working and adjusting our approach accordingly. It’s a mix of heart and numbers that leads to real results.

🎥 What’s Working Now

Short-form video is leading the charge. Instagram Reels and TikTok outperform almost every other format, especially when there’s a face on camera and a story to tell. Carousels also perform well, especially for educational content, listing tours, and neighborhood features. And long captions? They’re still a great way to connect and convert, especially when paired with high-quality visuals.

🔮 What’s Coming Next

Looking ahead, I see more AI-driven personalization, more interactive content, and a growing focus on “edutainment.” Real estate professionals who embrace video, experiment with new tools, and stay consistent will be the ones who break through. Content is no longer optional—it’s essential. And the ones who create with clarity and purpose are the ones who will win.

At GOAT Social Media, this is exactly what we help clients do—build bold, authentic brands that connect and convert. Whether selling a single listing or launching a multi-phase development, we’re here to help you get the exposure you deserve.

Let’s make content that sells. 🐐