Social Media Series: How to Leverage Your Instagram Business Account

With social networks continuing to change the way people act and make decisions, business leaders need to determine how best to connect with their customers and shape their perceptions. Hootsuite claims, “If you’re not taking advantage of social, you’re missing out on a fast, inexpensive, and effective way to reach almost half the world’s population.” In this blog post, we will be sharing ways to leverage your Instagram business account to not only raise brand awareness but also increase engagement.

1. Optimize Your Bio

Your bio is one of the first things users see on your page. It is a snapshot that relays the most important information someone should know about you. It sets the brands tone by quickly highlighting who you are, what you do and how to get in touch with you. Strategic marketers may even include a call-to-action (CTA) to entice followers to focus their attention on the next action you want them to take. This CTA is generally a “link in bio” which is a clickable URL that your visitors will use to visit what is your most important online space. This could be your website, a product page, your blog post or podcast. By using a service like Linktree, you can put a URL in your bio so users can access relevant links. The Hoyt Organization, for example, uses Linktree to include links to agency blog posts. Crafting an Instagram bio may sound tedious, but it is crucial for establishing your brand presence.

2. Post Regularly

To keep your followers engaged, you should create a social media schedule.  Determining your social media schedule is critical for strategically planning the content you’ll create and share.  Whether that means you post once, twice, or even three times a week, you should be consistent. This will help your followers learn when to expect fresh content. The Hoyt Organization sticks to a regular posting schedule by highlighting an agency blog post every Wednesday. That way, The Hoyt Organization’s followers know when to expect a new blog post in their feed. If you only have time to post once a week, that is perfectly acceptable. Just make sure your post brings value to your followers and keeps them coming back to your page for more.

3. Share Quality Content

Posting quality content is equally as important as posting on a regular basis. You have to create posts that resonate with your target audience, as this will ensure that they interact with your content. For this reason, you should keep your target audience in mind when crafting posts. You should also create a visual aesthetic for your page with consistent colors and filters so that followers will recognize your brand. Tools like Planoly allow you to engage in “aesthetic planning,” which involves uploading photos and videos to see how they look in a particular order before actually posting them. You can learn more about what Planoly has to offer by reading our blog post,The Next “It” Tool: Planoly.

We hope these tips help you leverage your Instagram business account. If you would like to learn more ways to reach your customers through Instagram, feel free to send us a message.

Stay tuned for our next blog post on how to leverage your Twitter account.

The Hoyt Organization

Expanding One of the Nation’s Top Four Residential Brokerage Firms into the West

From “For Sale” signs across NYC’s Upper Eastside to celebrity agents on TV’s famed “Million Dollar Listing,” the Douglas Elliman (DE) name is linked to highly sought-after agents and extremely coveted listings. Synonymous with real estate dominance on the East Coast, the firm wanted to head west and do the same. The firm tapped THO to join the team and make this happen.

The Challenge

THO needed to leverage Douglas Elliman’s East Coast reputation to firmly establish, and quickly grow, roots in the West. The goal: expand its reputation and recruit and retain the top agents in both Colorado and California to bring listings and clients to their roster.

The Solution

Attracting and retaining top talent in the industry became the primary focus of the THO-constructed public relations program. The plan was designed to elevate the brand using success stories, agent profiles, and firm-differentiating highlights, making it ‘the place to be’ for successful, results-driven agents.  

THO implemented a multi-pronged approach focusing on People, Property & Platform using the following strategies:   

  • Promote existing, significantly outstanding listings with historical, architectural, or celebrity notoriety;
  • Leverage senior level market expertise to establish DE executives as credible, knowledgeable and seasoned real estate experts;
  • Focus on highlighting the firm’s core value propositions, directly connecting the firm to agents possibly seeking a new home; and
  • Maximize community engagement at high-profile events like Jazz Aspen Snowmass, Evening on the Beach and other Elliman Arts initiatives to accentuate their community involvement.


THO’s initial launch into the market resulted in more than 400 million impressions for Douglas Elliman in nationally prominent outlets such as The Wall St. Journal, The Hollywood Reporter, Forbes, Bloomberg Pursuits, Architectural Digest and more. This program solidified the firm’s reputation as one of the top brokerage firms in both local and national markets.

THO secured profiles and interviews which allowed Douglas Elliman agents to speak to both their actual listings, and their expertise in key neighborhoods. Beyond agent interviews and specific listings, THO promoted numerous notable properties and high-dollar Douglas Elliman transactions, one of which was the sale of a $90 million Holmby Hills estate, the second highest residential sale in LA at the time. THO also garnered significant coverage surrounding Douglas Elliman’s quarterly market reports for the Los Angeles and Aspen regions, guaranteeing the brokerage’s role as a top industry resource.


In well-established markets where numerous brokerages are entrenched in a high-stakes real estate scene, a newcomer could get lost in the shuffle. These few, but important steps can help ensure success:

  1. Develop a brand’s unified voice
  2. Engage and support internal and external company stakeholders
  3. Establish consistent methods for sharing market knowledge and expertise

The Hoyt Organization

Public Relations Firms Specializing in Real Estate

Working in the public relations industry presents numerous exciting angles. In an ever-changing and ever-expanding industry, it is essential to know the news and trends. This holds especially true in your clients’ industries. This is no exception for public relations firms specializing in real estate.

The following is five reasons why public relations firms specializing in real estate are the only option for your real estate business.

You don’t want a public relations firm to guess their way to success.

Communicating strategically for a business specializing in real estate is not something that you can figure out as you go. You know this, your business knows this, and PR firms with proven experience in real estate know this. The industry is far too complex and too quickly changing to get quality through guess work. PR firms specializing in real estate know that the nuances of the industry can make it difficult to jump into. For example, an agency that focuses on public relations for consumer and lifestyle brands may not have an easy time transferring their knowledge to the real estate sector.

Experience means they already know what’s going on in your world.

As a real estate public relations firm, we have the ability to work in this industry with confidence and proven success. The Hoyt Organization is already monitoring real estate trends. We also are a PR firm representing healthcare, and a public relations firm representing behavioral health. We are a PR firm representing consumer/lifestyle, and a PR firm representing finance. While we are able to be multi-faceted, it is important for businesses seeking public relations firms to find an agency with in-house, proven real estate experience.

You don’t just want content – you want quality content distributed over the right channels at the right time.

Real estate PR firms know the best outlets and reporters to connect with to cover the exciting things happening in your business and the projects you are working on. A large aspect of PR is writing. This could be a press release, or ghost-writing a byline for a principal at a firm. While it’s not necessary to be an expert in everything, real estate and architecture are fields you have to have a solid understanding of before you start writing for high level principals or executives.

They know what you need.

You may be new to the world of public relations. When starting out, you might not fully understand what the impact is. It can be tricky to understand the capacity of public relations work and how it can benefit you if you are otherwise unfamiliar. Unless the agency you’re working with truly knows real estate, they won’t be able to perform at their best. If they’re not well-versed, you won’t see the best results. Finding an agency that specializes in your world will cut back on hours spent trying to understand it, saving you money and increasing the quality of your work in the long run.

It’s a partnership.

Working with an agency that truly understands your industry is invaluable due to the experience brought to the table. Your business is not just hiring them to do your public relations. You’re partnering with them to grow your business, communicate strategically and to bring new ideas to the table. You want any PR campaign to be a turning point for the company.

At the end of the day, you want someone who can be an asset to your business. Find someone who has proven experience with your industry, and can show you their successes.


How Can We Help?

Make us your first call if you’re launching a new product or service, re-branding or encounter a need for media relations or crisis communications. We’re here for you:

  • Targeted PR
  • Strategic Communications
  • Social & Digital Media Strategies
  • Crisis Communications
  • Marketing & Design