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Spec Project · Content Direction · Instagram

Real Estate / Local Service Content Direction

Sample project for a Northern Virginia realtor focused on first-time buyers.

Client Maya Lewis Real Estate (spec)
Industry Real Estate
Deliverables 5 Instagram posts across 5 content types
Role Strategy, design, copywriting
Instagram grid preview of the Maya Lewis Real Estate content direction
Grid preview. Nine posts, one cohesive feed.
Overview

A stronger online presence for a realtor with real substance.

This sample project shows how a more polished, strategic content direction can help a local real estate brand feel more trustworthy, current, and aligned online.

Using a short business bio, common first-time buyer questions, one testimonial, and a simple content concept, I created an Instagram content set designed to make the brand feel more approachable, informative, and cohesive.

The Challenge

The business had useful expertise and strong client relationships, but the content direction felt generic and forgettable. The goal was to create a stronger online presence that better reflected the quality of the service, while making the brand feel more polished, more current, and less like typical local business content.

What I Worked From
  • A short business bio
  • Frequently asked questions from first-time buyers
  • One client testimonial
  • A simple "just listed" style post example
  • Listing photos, neighborhood imagery, and branded typography
What I Created
  • 1 educational carousel
  • 1 testimonial post
  • 1 about / service post
  • 1 FAQ post
  • 1 local lifestyle post
The Content

Five posts, one cohesive voice.

Each post was built to serve a specific job: educate, build trust, introduce, answer, or invite. Swipe through the carousels below just like you would in the feed.

01

Educational Carousel

A six-slide swipe teaching first-time buyers what to sort out before they seriously start looking. Built to be saved and shared.

6 slides · Carousel
Carousel cover: 3 things to do before you seriously start house hunting Slide 2: Get clear on your budget Slide 3: Get pre-approved early Slide 4: Know your non-negotiables Slide 5: Buying your first home does not have to feel chaotic Slide 6: Northern Virginia first-time buyer support
1 / 6
Sample caption

One of the biggest mistakes first-time buyers make is starting the search before they feel grounded in the basics.

You do not need every answer upfront, but a little clarity early on makes the process much easier to navigate.

Before you seriously start house hunting, focus on your budget, get pre-approved, and get honest about your priorities. That foundation makes everything else feel less overwhelming.

#FirstTimeHomeBuyer #NorthernVirginiaRealEstate #NovaHomes #HomeBuyingTips #HouseHunting #PreApproval #BuyerTips

02

FAQ Post

A short two-slide format for answering one common first-time buyer question at a time. Clear, skimmable, and easy to rinse-and-repeat as more questions come up.

2 slides · Carousel
FAQ cover: Do I really need to get pre-approved first? Answer slide: Short answer, yes
1 / 2
Sample caption

Getting pre-approved early does not mean you need to have everything figured out right away. It simply gives you a better understanding of your budget and helps you move through the search process with more clarity.

For first-time buyers, that kind of clarity matters. It cuts down on guesswork and makes it easier to focus on homes that actually make sense for you.

#FirstTimeHomeBuyer #PreApproval #HomeBuyerTips #NorthernVirginiaRealEstate #NovaRealtor

03

About / Service Post

A warm, simple introduction post for the feed and highlights. Leads with a portrait to build trust quickly and keeps the positioning tight.

Single image
About Maya, Northern Virginia realtor helping first-time buyers navigate the process with more clarity and confidence
Sample caption

Working with a realtor should not make the process feel more confusing.

My approach is centered on clarity, communication, and helping first-time buyers feel informed from start to finish. That means answering questions honestly, explaining what matters, and making the process feel more manageable.

Because buying a home is a big step. It helps to have someone in your corner who can make it feel a little less intimidating.

#NorthernVirginiaRealEstate #NovaRealtor #FirstTimeHomeBuyer #HomeBuyingJourney #HomeBuyerTips

04

Local Lifestyle Post

A neighborhood spotlight post that makes the brand feel locally rooted. Gives buyers a sense of lifestyle, not just a listing.

Single image
Explore Clarendon: walkable streets, great restaurants, and a lively neighborhood feel
Sample caption

One of the things I love about Northern Virginia is how different each neighborhood can feel.

Clarendon stands out for its walkability, energy, and day-to-day convenience. It has a lively mix of restaurants, local spots, and easy access that makes it especially appealing for buyers who want a neighborhood that feels both social and practical.

It's the kind of place that helps people think beyond the house itself and picture what everyday life there would actually feel like.

#ClarendonVA #ArlingtonVA #NorthernVirginiaRealEstate #NeighborhoodSpotlight #LocalLiving

05

Testimonial Post

Social proof, kept clean. A quote, a face, a home. Everything a prospective buyer needs to trust the experience of someone who has already worked with her.

Single image
Client testimonial from Jennifer G., a first-time homebuyer
Sample caption

Buying your first home comes with a lot of questions, and having the right support can make a big difference.

One of the things I care most about is helping first-time buyers feel more informed, more confident, and less overwhelmed throughout the process. Clear communication matters, especially when everything feels new.

Good real estate support is not just about finding the right house. It is about helping people understand what is happening and feel supported every step of the way.

#NorthernVirginiaRealEstate #FirstTimeHomeBuyer #HomeBuyingJourney #RealEstateSupport #ClientTestimonial

The Direction

Thoughtful messaging, stronger visual direction.

The content was designed to feel clear, approachable, and visually cohesive while making better use of the brand's existing ideas and materials.

The goal was to show how thoughtful messaging and stronger visual direction could turn a generic online presence into one that feels more aligned, polished, and easier to trust.

Like What You See?

Let's build something just as thoughtful.

If you're a local business or personal brand that wants content like this, polished, cohesive, and easier to trust, I'd love to talk.

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