The Situation
Property portals commoditise agents — buyers see the property, not the person. Floris believed that if people trusted the agent before they needed one, they would choose him when the moment came. The challenge was creating content consistently interesting enough to build a following in a market that rarely moved people emotionally.
The Turning Point
A Reel walking through a 17th-century canal house during its renovation — raw walls, dusty floors — got 120k views. People weren't just watching property content; they were watching Amsterdam storytelling. The building was the vehicle for the narrative.
What We Did — And Why
We reframed the content as Amsterdam stories, not property listings. Each listing had a Reel exploring its architectural history, neighbourhood character, and renovation journey. Neighbourhood guides were filmed as 60-second walks through each canal district — useful for anyone considering living there, not just buyers. Monthly market commentary posts established Floris as an honest, transparent source when the market was opaque.
Our Approach
- 1.Property storytelling content: Reels walking through each listing with architectural and neighbourhood context
- 2.Amsterdam neighbourhood series: 60-second guides to living in each canal district
- 3.Market transparency posts: monthly price data, buyer trend commentary, and honest market assessments
The Results
The account grew to 92,000 followers — the largest real estate Instagram account in Amsterdam. 44 direct enquiries per month came from Instagram contact. A buyer survey showed 38% brand recognition among active Amsterdam property seekers.
In Their Own Words
“We built an audience first and a business second. That's backwards from how most agents think — but it's why we now have clients who've been following us for 2 years before they were ready to buy.”