Social media strategy and personal branding for impREsa

From the story of real estate to personal branding: a journey built with impREsa to give space to people and, at the same time, make the company’s voice more recognizable

«We do the best work in the world: we witness people’s dreams come true and, in some way, help make them possible».

It’s a phrase that one of the partners of impREsa Immobiliare told us some time ago and that has remained in our minds, because it tells us well what it means to take care of real estate.

Those who have searched for a home know this: it is an experience that goes far beyond finding a property. It often starts online, with ads, photographs, maps, and comparisons, before moving on to visits, phone calls, and discussions with agents. A path made up of concrete aspects to evaluate, but also of expectations, questions, and doubts that inevitably accompany such an important choice.

Telling the story of the real estate world also means giving back this complexity. And this is where the work we’ve been carrying out for years with impREsa begins: describing the company, highlighting its identity, solidity, technical expertise, and role in the Northeast real estate market.

A different way of telling the real estate

In real estate, communication often revolves around what you sell: square footage, locations, photographs, features, and price.

With impREsa we chose to go further. Alongside the properties, we brought everything the company describes to the communication: the skills, the way of working, the knowledge of the area and the people who are part of it.

Social media has become one of the spaces where this story can be continued, through a recognizable editorial approach consistent with impREsa’s identity. An identity that also passes, and above all, by the people who meet customers and represent the brand every day.

When people do the talking

Agents are the point of contact between impREsa and the house-seeker. They know the properties, meet with clients, answer their questions and accompany them through the different stages of the choice.

Everyone does it with their personality, their way of communicating and their network of relationships. And this is precisely where a challenge arises: how can we enhance each person’s voice while keeping impREsa’s recognizable?

This question gave rise to the training we designed for the 32 impREsa agents in TSW spaces.

The day was designed and led by a team of TSW professionals with diverse and complementary skills: the Social Media Team Leader, to give strategic direction to the journey; the Graphic Designer specializing in Social Media, to work on the visual recognizability of content; and the Social Media Manager, to translate these elements into tools and strategies applicable every day.

Together, they accompanied the officers in a discussion about how each personal voice can help make the impREsa’s voice more recognizable.

Working on personal branding doesn’t mean standardizing the way we communicate, but rather finding common ground where diverse skills, experiences, and personalities can find space, while also helping to strengthen the company’s identity.

The goal is precisely this: to give agents the tools to tell their work in a personal voice, yet always recognizable as part of impREsa.

The brand becomes a choir

The image of the choir seems to us the most suitable to close this story: each voice has a different tone, but it is from the encounter between them all that something recognizable is born.

In real estate this aspect is particularly evident. The search for a home can start online, but at some point it goes through a meeting, a conversation, a relationship of trust.

It is also in these moments that a brand takes shape: not only through what it communicates, but through the experience its people bring to life every day.

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