@shannon_gilletteReal Estate · Queen Creek, Arizona
The Gillette Group: case study
A Queen Creek real estate team led by Shannon Gillette, serving buyers and sellers across the Phoenix East Valley and beyond.
Real Estate
The client
Who The Gillette Group are
The Gillette Group is an Arizona real estate team led by Shannon Gillette. It specialises in Queen Creek and also serves Gilbert, Chandler, San Tan Valley, Mesa, Scottsdale, Phoenix and more.
The team is known for video-led marketing, offers buyer and seller guides, home valuations and a home search app, and supports Purpose Movement, a nonprofit for children in foster care group homes.
- Industry
- Real Estate
- Location
- Queen Creek, Arizona
- @shannon_gillette
- Website
- gillettegroupaz.com
- Channels
- Instagram and Facebook, Website, Search
- Posting rhythm
- Reels: 4 a week / Carousels: 1 a week / Stories: Daily
The brief
The challenge
Real estate feeds often become a wall of listings. The team needed content that sells the lifestyle of each community and shows Shannon's personality, while still moving listings.
With a large team and many areas, the content had to build one recognisable brand while giving each agent and each community room to shine.
Our approach
How we planned it
Four decisions shaped the work for The Gillette Group. Each one answers part of the brief.
-
01
Personality-led video
Shannon on camera: market updates, buyer tips and honest takes that make the brand feel human.
-
02
Community guides
Short tours of Queen Creek and nearby towns: parks, schools, coffee spots and new builds.
-
03
Listings with a story
Listing Reels built around one standout feature, not a slideshow of every room.
-
04
Social to site
Posts link to valuations, guides and the home search app, with community pages that help the site rank locally.
The content system
A week from the content calendar
Every post belongs to a pillar, every pillar has a job, and the week is planned before anything is filmed. This is a sample planning week for The Gillette Group.
- 4 Reels
- 1 Carousel
- 1 Story
- 1 Post
- Mon07:30
ReelMarket insightMonday market minute: what changed in the East Valley this week. - Tue12:00ReelListingsThe backyard that sells this Queen Creek home, in 20 seconds.
- Wed17:00
CarouselCommunity lifeFive weekend spots in Queen Creek locals love. - Thu18:00StoryListingsOpen house this weekend: times, address and a poll.
- Fri11:00ReelTeam and givingMeet the agent: why they chose real estate in Arizona.
- Sat09:00ReelCommunity lifeGilbert vs Queen Creek: how to choose your next neighbourhood.
- Sun16:00PostMarket insightThinking of selling? Get your free home valuation, link in bio.
- Listings
- Community life
- Market insight
- Team and giving
What we produced
The deliverables
- Instagram and Facebook strategy for a real estate team
- Listing Reel templates and shot lists
- Community guide video series
- Market update and buyer tip scripts
- Agent spotlight series
- Community landing page plan for local SEO
Photos and clips on this page are representative of the content type. See the live account for the client's own posts.
Website and search
Social that leads somewhere
Every post sends people to gillettegroupaz.com, so the site and the feed are planned together: the same offers, the same answers and pages that search engines and AI assistants can read.
Visit gillettegroupaz.comTakeaways
What this project teaches
- 1
People buy into a community before they buy a house. Lifestyle content does the early selling.
- 2
One standout feature per listing Reel beats a full room-by-room tour.
- 3
A personal, on-camera leader makes a large team feel approachable.
Services used
The services behind this work
Want the same for your business? Each of these services can start on its own or as part of a plan.
- Social Media MarketingInstagram Marketing ServicesReels, Stories and growth
- Social Media MarketingFacebook Marketing ServicesPages, groups and Facebook ads
- Search Engine OptimisationLocal SEO ServicesWin the map pack near you
- Web Design and DevelopmentWebsite ServicesDesign, development and redesign
Want a content plan like this one?
Tell us about your business. We will map your content pillars, posting rhythm and the first month of your calendar.
Get your own content plan
Share your goals and we will come back within one business day with the content pillars and first steps we would recommend.
- Free, no obligation
- Reviewed by a senior strategist
- Yours to keep either way