A straightforward set of suggestions for the Bayleys St Heliers Facebook and Instagram pages. Small changes that make both pages work harder before we start building the content strategy on top.
Four quick changes to the Facebook page. Nothing structural – just a handful of details that will make the page feel more like St Heliers and less like a default Bayleys branch.
The current bio is a national Bayleys corporate line that could sit on any office page in the country. It says nothing about St Heliers, the team or the Eastern Bays. Replacing it with something local immediately makes the page feel more specific and more credible to anyone landing on it for the first time.
The current cover is a national Bayleys campaign image that feels outdated and doesn't tell anyone they're on the St Heliers page. It's the first visual impression anyone gets of the office, so it's worth getting right. Do you have any new Bayleys collateral that could work here, or a strong team shot we could use? Something that places the office in the Eastern Bays would immediately make the page feel more local and more current.
The page currently shows a $$$ price rating in the Details section. This is a default Facebook setting that makes no sense for a real estate office and looks like an oversight. It can be removed or set to not applicable in the Page Settings under General. Small detail, but worth clearing up.
The Facebook page doesn't currently link to the Instagram account. Adding the Instagram URL in the Links section of the page gives anyone who finds the office on Facebook an easy path to follow on Instagram too. It also signals that both platforms are active and managed. A simple addition that connects the two pages together.
Four suggestions for Instagram. The bio and the link hub are the main ones – both are easy fixes that will make the profile work harder from day one.
The current bio gets cut off mid-sentence at the word "servicing" – which is the last thing most people read before they scroll away. The replacement below fits within Instagram's 150-character limit, includes the keywords that matter for local search (Eastern Bays, real estate) and still feels warm and human rather than corporate.
The current link hub has five links, two of which are outdated campaign pages that are no longer relevant. Removing them keeps the hub clean and makes it easier for anyone clicking through to find what they actually need.
| Link | Recommendation |
|---|---|
| Energise Your Sale auckland.bayleys.co.nz/energise |
Remove |
| Join Us bayleys.co.nz/join-us |
Keep |
| Property Links sprout.link/bayleys.stheliers |
Keep |
| Bayleys St Heliers bayleys.co.nz/stheliers |
Keep |
| Waterfront bayleys.co.nz/waterfront |
Remove |
We've already unpinned the old content that was sitting at the top of the profile. The suggestion is to replace it with a refreshed team shot as the new pinned post – something that introduces the office and the people behind it to anyone landing on the page for the first time. A strong team image with a warm, welcoming caption is the best first impression the page can make.
There is currently only one Highlight showing (Join Us). Highlights have become less of a priority for most audiences, so this is a low-pressure suggestion rather than a must-do. That said, a Recently Sold and Current Listings Highlight can be useful for anyone landing on the profile and wanting a quick snapshot of what the team has on.
The structural suggestions above are the quick wins. These four gaps are the bigger opportunity – and they're what the content strategy is built to address. We cover all of this in detail in the strategy document.
18 agents who are almost invisible on the current pages. Individual spotlights, achievement posts and personality-led content are the most effective way to build trust with prospective sellers. People list with people they know.
The tight-knit culture of the St Heliers office is one of its genuine points of difference. None of that comes through on the current pages. Moments that show the culture are what turn followers into fans.
Almost no Eastern Bays lifestyle content exists on either page. For a coastal suburb with a distinct character – the waterfront, Rangitoto, the village – this is a significant missed opportunity. Local content builds the connection that turns followers into clients.
The agents have real, specific knowledge of the Eastern Bays market. That expertise rarely appears on the pages. Short observations from individual agents about what they are seeing right now build the authority the team already holds in real life.
The content strategy we have built for St Heliers addresses every one of these gaps across the five pillars: Brand, Property, People, Insights and Local. The page optimisations here are the starting point. The content plan is what builds on top of them.
If you're happy with the suggestions across this document, I'm glad to make all of these changes across both pages on your behalf.