Luxury Real Estate

LEE B.

Luxury Listing + Personal Brand Campaign

A 90-day social and paid-media campaign designed to market a $13.9M waterfront property while positioning the listing agent as the face of Longboat Key luxury real estate.

Client: Lee B., RE/MAX
Project: Luxury Listing + Personal Brand Campaign
Duration: 3 months
Content: 3 original lifestyle videos per week
Distribution: Organic Social + Meta Advertising

The Challenge

A $13.9 million luxury property needed more than another traditional listing video.

The campaign had to keep the home visible over an extended sales cycle, reach potential buyers and the agents representing them, and differentiate Lee B. in one of Florida's most competitive luxury real estate markets.

But I saw a second opportunity.

Rather than build the campaign entirely around the house, I could use the listing to build Lee's personal brand at the same time.

The Creative Strategy

I developed a three-month campaign of three original lifestyle videos each week, with Lee appearing throughout as the recurring face and narrator.

Some stories placed him at the center. In others, he was simply part of the world around the property.

The common thread was deliberate: every video reinforced the association between Lee B. and Longboat Key luxury real estate.

Using his digital counterpart allowed us to create scenarios and locations far beyond a conventional property shoot while keeping Lee consistently present across the campaign.

Selected creative was also deployed through a Meta advertising campaign to extend the reach beyond his existing audience.

The Campaign

The videos treated the property as part of a larger lifestyle rather than simply a collection of rooms.

Stories incorporated luxury cars, waterfront living, local experiences and character-driven scenarios designed to entertain first and sell second.

Each piece had its own hook and narrative arc while contributing to the larger campaign.

The objective wasn't just:

See this house.

It was:

When you think of luxury real estate here, think of Lee B.

The Results

The campaign produced measurable results almost immediately.

One video surpassed 30,000 views, compared with Lee's typical audience of fewer than 100 views.
Website traffic increased approximately 34%.
Calls involving other agents and potential buyers increased by more than 50%.
The campaign generated earned media attention from Florida Realtor magazine, which profiled both Lee and me in its July 2026 issue.
Lee was subsequently invited to speak about the campaign and the technology behind it.
The homeowner became one of the campaign's biggest fans and looked forward to seeing each week's new creative.
The property ultimately went pending.

Beyond the Listing

The campaign created something that remained valuable even after the property's marketing cycle ended:

a stronger personal brand for the agent.

The listing provided the subject matter. The campaign turned Lee into the recurring character audiences remembered.

My Role