Making social media produce enquiries

Life Stay is a London property business covering HMO lettings and deal sourcing. I ran its social media for a year with a simple rule: content only counts if it moves someone closer to an enquiry.

Business: Life Stay, Greater London
My role: Social Media Manager
When: Mar 2023 – Mar 2024
Platforms: Four, including Instagram

Context & challenge

Property is a trust business. Landlords, investors and tenants want to know who they’re dealing with before they pick up the phone. Life Stay needed a social presence that built that trust and turned it into qualified enquiries, not just a feed that looked busy.

My role

What was mine

Strategy: Organic social strategy, audience research and competitor analysis.
Production: End to end, from planning and scripting to filming, editing and publishing, at roughly 20 pieces a month across four platforms.
Campaigns: Integrated organic campaigns tied to lead generation and website traffic.

Approach

Audience first. Content built from research into who the business needed to reach and what they needed to believe.
Show the people and the place. I conceptualised and produced the Life Stay brand advert to show the company, its services, its team and the areas it works in.
Measure what matters. Ongoing analysis of performance, audience behaviour and competitors to refine content and positioning.

Results

≈6%Qualified leads as a share of the organic follower baseConnecting content with lead-generation objectives
+25%Website trafficThrough integrated organic social campaigns
+20%Social engagementSame campaigns
+15%Instagram followers in under six monthsConsistent, audience-first content
≈20Content pieces a month, four platformsProduced in-house, end to end

Self-reported from platform and website analytics during the role.

What it shows

That I can be strategist and production crew at once, and that I measure social media against business outcomes. Growth in followers and engagement was useful, but the number I cared about was enquiries.

At a glance

Sector: Property (HMO lettings, deal sourcing)
Gap closed: follower → enquiry