Crimson Social has worked with Druce for more than two years. During that time, we have built an organic estate agent social media marketing strategy focused on audience growth, brand awareness and consistent reach.
Druce’s Instagram audience has grown from around 1,200 followers to more than 3,500, an increase of over 190%.
More recently, our Trial Reels strategy has helped the account generate 250,000+ organic views per month. Druce also reached 759,000 accounts in a 90-day period, and generated 49 enquiries, all without using paid follower acquisition.
The strategy combines regular content, short form video and frequent testing to learn what Druce’s audience wants to watch.
Results at a glance
- 49 enquiries generated through Trial Reels
- 190%+ Instagram follower growth
- 1,200 to 3,500+ followers
- 250,000+ monthly organic views
- 759,000 accounts reached in 90 days
- 3 Trial Reels published every day
- Organic growth without paid follower acquisition
- More than two years working with Druce
These results came from a long-term social media strategy rather than a single viral post.
The challenge
Druce is a London estate agency with a history stretching back more than 200 years.
The team wanted a social media presence that reflected the quality of the brand. Instagram also needed to help Druce reach more potential buyers, sellers and people interested in the London property market.
Organic social media presents a challenge for many estate agencies.
Creating high quality content takes time. Social media platforms also change quickly, which means formats that perform well today may become less effective over time.
Druce needed an approach that could adapt as Instagram changed.
Our goal was to create a recognisable social media presence, reach the right target audience and give people more reasons to follow and engage with the brand.
Our estate agent social media marketing strategy
Our approach focuses on steady, long-term growth.
Crimson manages Druce’s Instagram through a mix of planning, content creation, video and regular performance reviews. We use the results from previous posts to guide what we create next.
Our team:
- Creates a social media strategy around Druce’s brand and audience
- Plans and manages the content calendar
- Produces Reels, Stories and static posts
- Creates short form video for Instagram
- Showcases property listings across London
- Produces educational, property and lifestyle content
- Reviews content performance every week
- Tests different hooks, formats and posting times
- Uses performance data to guide future content
Rather than relying on assumptions, we use actual audience behaviour to make decisions.
This gives Druce a social media strategy that can change alongside the platform and its audience.
Using Instagram Trial Reels to reach new audiences
One of the strongest periods of growth came after we added Instagram Trial Reels to the strategy.
Trial Reels gave us a way to test content with non-followers first. This created an opportunity to experiment with more ideas and learn which concepts were most effective at reaching new audiences.
We increased output to three Trial Reels every day.
Publishing at this frequency allowed us to test far more content than a traditional posting schedule.
We could quickly learn which subjects, hooks and video formats attracted attention. Strong concepts could then inform future content.
The approach helped us:
- Test creative ideas faster
- Reach new audiences
- Identify successful short form video formats
- Compare different hooks and concepts
- Learn which subjects generated stronger viewing figures
- Use successful ideas to guide future content
Testing three Trial Reels each day also gave us much more data. Instead of waiting weeks to compare a handful of videos, we could learn from new content every day.
This became an important part of Druce’s Instagram marketing for estate agents strategy.
250,000+ monthly organic views
Our Trial Reels strategy has helped Druce reach people beyond its existing follower base, generating more than 250,000 organic views per month.
The account also reached 759,000 accounts during a 90-day period.
For an estate agency, this visibility creates opportunities to introduce the brand and its properties to potential buyers and sellers.
Testing three Trial Reels each day helps us identify which content reaches new audiences and use those insights to guide future videos.
49 enquiries generated through Trial Reels
Our Trial Reels work also generated 49 enquiries for Druce, demonstrating a business outcome alongside the increase in views, reach and followers.
Reaching new audiences is one part of the strategy. Generating enquiries connects that visibility to Druce’s business goals.
These enquiries give us another measure of performance, helping us assess the work beyond how many people watched or followed the account.
Growing Instagram followers by more than 190%
Reach was only one part of the result.
When Crimson started working with Druce, the Instagram account had around 1,200 followers. Today, it has more than 3,500.
That represents follower growth of over 190%.
The growth developed over more than two years of consistent organic social media activity. We did not use paid follower campaigns to produce the increase.
Rather than focusing on follower numbers alone, we worked to create content that gave people a reason to follow Druce.
Property listings remain part of the content mix, but the account does not rely solely on property promotion. Educational content, local topics, lifestyle content and short form video help Druce speak to a wider audience.
Creating a repeatable content system
Strong real estate social media marketing requires regular testing.
Our team reviews Druce’s content each week to understand which topics and formats are producing the strongest results.
We then use those insights to shape the next round of content.
If a particular video concept performs well, we explore why. The hook, subject, editing style or format can then influence future posts.
If an idea performs poorly, we use that information as well.
This process allows us to create content based on evidence rather than repeating the same formats each month.
The result is a flexible system that can respond to changes in Instagram, audience behaviour and the wider property market.
Why the strategy worked
Druce’s growth did not come from trying to predict the next viral trend.
Consistency gave us time to understand the audience. Higher Trial Reels output increased the speed of testing. Performance data then helped us decide which ideas deserved further investment.
Creativity and data work together.
That approach has helped Druce grow its audience while maintaining a social media presence that reflects the brand and its position in the London real estate market.
The results also demonstrate why organic social media can play an important role within an estate agency’s wider digital marketing strategy.
“Big thanks to Cass and the team for the consistently high standard on our Instagram and Facebook presence. Their paid ads work has been exceptional too! Strategic, efficient, and fully managed end-to-end. Highly recommended.”
Pei Li
Marketing Manager, Druce
A long-term social media partnership
Our work with Druce goes beyond managing its social media channels. Since 2024, we have worked closely with the Druce team to research properties, understand their target audiences and turn those insights into social-first property content.
Druce has also shared how the partnership works on its own website, including how our teams collaborate to create engaging property videos for social media.
Read how Druce and Crimson create social-first property content →
Social media marketing for estate agents
Estate agents need more from social media than a stream of property posts.
The strongest accounts create content that attracts attention, shows expertise and helps the audience become familiar with the people behind the brand.
For Druce, that has meant combining property content with educational ideas, local knowledge and short form video.
Over our partnership, that approach has helped increase Instagram followers by more than 190% and generate 250,000+ monthly organic views.
Crimson specialises in estate agent social media marketing, content creation and video for property businesses.
We help estate agencies build a stronger organic social media presence through strategy, creative content and ongoing performance testing.
If you want to grow your estate agency’s Instagram presence and reach more of your target audience, talk to the Crimson team about your social media strategy.