Multi-Channel Content & Campaign Strategy

Overview

Elysian Real Estates sells property on the Kavala coast of northern Greece, an area with genuine investment appeal but far less name recognition than the Greek islands. My role covers the day-to-day marketing that keeps the agency visible and trustworthy to buyers researching from abroad — from the first campaign idea through to the CRM follow-up after someone enquires.

Challenge

International buyers researching Greek property default to well-known names like Mykonos or Santorini. An independent agency in a less familiar region has to do more work to earn attention and trust — explaining unfamiliar tax and legal processes clearly, and making the case for the region itself before it can make the case for any one property.

Audience

International and domestic buyers considering property on the Kavala coast — spanning lifestyle purchasers drawn to the coastline and investment-focused buyers actively comparing Greek regions on price and rental potential.

Objectives

• Publish consistent, on-brand content across Instagram, Facebook and LinkedIn
• Translate complex topics — property tax, financing routes, ownership rules — into clear, buyer-friendly content
• Support paid social tests with organic content and creative
• Keep enquiries moving through follow-up and CRM

My responsibilities

• Planned and wrote multi-week content calendars across three platforms
• Adapted a single campaign concept into platform-specific copy and formats
• Designed graphics and templates in Canva, including carousels, comparison graphics and myth-vs-fact cards
• Wrote LinkedIn thought-leadership and investment-thesis posts aimed at property investors
• Supported small paid-ad tests alongside organic posts
• Followed up leads and kept records current using Apollo and the agency CRM
• Carried out basic website content updates and routine SEO/SSL checks

Research & insight

• Positioned Ofrynio against better-known Greek destinations to explain relative value to price-sensitive buyers, using side-by-side visual comparisons
• Compared Kavala's year-round demand profile against seasonal island markets to build an investment case for a LinkedIn audience
• Identified recurring buyer questions — the remote purchase process, non-EU ownership rules — and turned each into a dedicated explainer or myth-busting post

Strategy

• Educate before selling: unblock tax, financing and ownership questions before asking for a decision
• Adapt one core campaign message per platform rather than duplicating copy — LinkedIn carries the investment case, Instagram and Facebook carry lifestyle and visual storytelling
• Pair organic content with small paid tests to extend reach on the strongest posts

Channels used

Instagram

Carousels, lifestyle content and myth-busting graphics

Facebook

Shared core content for reach and community engagement

LinkedIn

Data-led investment thesis and educational posts for property investors

Email

Newsletter content built around Mailerlite

Paid Social

Small test budgets on key campaign posts

Creative execution

• Side-by-side comparison carousels (e.g. Ofrynio vs. Mykonos) built to a consistent template
• Myth-vs-fact graphic cards addressing ownership and residency misconceptions
• Two-column financing comparison graphics (instalment plan vs. bank financing)
• Seasonal lifestyle carousels showing the same location across different times of year
• Billboard and outdoor ad creative
• Branded Instagram Reel templates for individual property listings

Deliverables

• Multi-week, multi-platform content calendars
• Platform-adapted campaign copy
• A reusable Canva template system
• Billboard and outdoor ad creative
• Reel and story templates for property listings

Results

• Maintained a consistent publishing schedule across Instagram, Facebook and LinkedIn over multiple months
• Built a reusable design system in Canva that kept every platform visually consistent
• Delivered campaign copy and creative that adapted the same core idea for education-led, investment-led and lifestyle-led audiences

Lessons learned

• Complex topics like tax and financing land better as myth-vs-fact or side-by-side comparison formats than as long-form paragraphs — a format choice I now default to for anything explanatory
• The same core message needs a genuinely different edit per platform, not just a resized graphic: LinkedIn's investor audience and Instagram's lifestyle audience respond to different framings of the same fact

Media gallery