Objective
The goal was to help Fielder’s Realty build a social presence that felt as trustworthy and personal as their in-person service. We set out to create content that moved away from high-pressure sales tactics and toward storytelling, positioning Fielder’s not just as real estate agents, but as guides through one of life’s biggest transitions.
Through approachable design, conversational messaging, and consistent brand visuals, the objective was to attract new clients while strengthening the emotional connection with their existing community. Every post needed to reflect the same calm confidence and care clients feel when walking into a showing with someone from the Fielder’s team.
Messaging Strategy
Fielder’s Realty thrives on trust, relationships, and local expertise, and the messaging strategy was designed to reflect exactly that. Every piece of copy focused on making the home-buying process feel less intimidating and more personal. Instead of hard sales language, we leaned into empathy and clarity: celebrating client milestones, demystifying real estate jargon, and highlighting the human side of the process. Posts were written with a conversational tone that felt like a neighbor giving helpful advice, not a company pitching a product. Whether introducing new listings or sharing behind-the-scenes stories, the messaging aimed to position Fielder’s as more than realtors: they’re guides, advocates, and longtime community members.
Project Overview
Fielder’s Realty is a small, independent real estate firm with deep roots in its community and a reputation built on trust, transparency, and personalized service. Known for helping first-time homebuyers and long-time locals alike, the team wanted a fresh way to show up online — one that reflected their grounded values while giving the brand a more modern, polished edge.
They brought me on to elevate their visual identity and create scroll-stopping social media content that would distinguish them from the noise of generic real estate advertising. The goal wasn’t to look like every other agency — it was to feel like Fielder’s: warm, local, and human. From highlighting happy homeowners to showcasing properties in a natural, story-driven way, everything we created was rooted in connection.
Services Provided
Visual Identity Refresh, Social Media Strategy, Instagram Content Creation, Copywriting + Messaging Direction
Final Deliverables
6 branded Instagram post templates, 4 Instagram Stories templates, Refreshed brand style guide, Canva template kit, Messaging library including captions, CTAs, and tone-of-voice reference
Creative Takeaways
This project reinforced the value of building a brand not just around properties, but around people. By focusing on warmth, clarity, and consistency, the visuals and messaging worked together to turn a real estate agency into a recognizable community presence. We found that even in a traditionally corporate space, leaning into story-driven content and approachable design made the brand more memorable and trustworthy. Working within a limited visual identity pushed us to get creative with layout, photo curation, and subtle color usage, all while keeping things scalable for the Fielder’s team to manage in-house. Most importantly, this campaign was a reminder that great creative doesn’t have to shout; sometimes, it just needs to speak directly to the people who matter most.