The Fraser Team - Top Pittsburgh Real Estate TeamHOW BUILDING A NARRATIVE ONLINE COMPOUNDS ORGANIC SOCIAL MEDIA GROWTH OVER TIME
Background:Since 2022, I have served as Marketing Manager for The Fraser Team, one of Pittsburgh’s top performing real estate teams and the region’s leading LGBTQ+ team. The goal was to build a recognizable brand through entirely organic social media.
To do this, I created a recurring video series called “Pittsburgh Moms,” where the agents humorously comment on local neighborhoods and culture. The concept focused on storytelling and relatability rather than traditional real estate promotion.
Watch a few of my favorite videos from the series below, and then scroll to see the results…
Results:This series alone generated:
Over 1 million views
30,000+ engagements (and counting)
Helped grow the team’s Instagram audience by more than 10,000 followers
Feature in Pittsburgh Magazine that mentions my social media expertise
Collaborations with two brands
This case study highlights the impact of applying narrative structure to social media strategy. Through recurring characters, serialized content formats, and a consistent voice, the Fraser Team’s content evolved into a recognizable series audiences returned to week after week. As the narrative expanded, so did the audience, demonstrating how structured storytelling can compound organic growth and turn social platforms into long-term brand assets.