Lee Wetherington Homes

Custom Luxury Home Builder in Sarasota, FL

Social Media Management, Content Creation & Strategy

Lee Wetherington Homes is a premier luxury custom home builder serving Florida’s Gulf Coast. As the brand’s social media strategist and content creator, I implemented a full funnel creative structure with specific variants across brand awareness, consideration and conversion.

Strategy

Monthly planning

Campaign Development

Trend Identification

Content Calendar

Content Creation

Reels & Video

Photography

Copywriting

Graphic Design

Analytics

Performance Reporting

Audience Insights

Optimization

Data-informed decisions

Community

Engagement

Management

Brand Voice

Community Touchpoints

Building Brand Affinity & Visibility

Awareness

Introduce audiences to the Lee Wetherington Homes brand through aspirational lifestyle content, trend-driven storytelling, and highly shareable social media experiences.

Content Types

  • Lifestyle & design inspiration

  • Trend-driven and humorous reels

  • Community & local lifestyle content

  • Model home showcases

  • Brand storytelling

  • Seasonal and cultural moments

Objectives

  • Expand reach

  • Increase brand awareness

  • Humanize the brand

  • Create emotional connection

Experts in the Field

Awareness

Helping prospective homeowners navigate the custom homebuilding journey with confidence by leveraging 45 years in the industry.

Educational content is designed to be accessible and informative without feeling overwhelming or gatekept.

Content Types

  • Market snapshots

  • Homebuilding education

  • Construction expertise

  • Design center insights

  • Ask the Expert series

  • Homeowner success stories

Objectives

  • Build trust

  • Establish authority

  • Educate prospective buyers

  • Reduce uncertainty

Turning Interest into Action

Conversion

Support business development efforts by showcasing available communities, model homes, customer experiences, and reasons to take the next step.

Content Types

  • Community involvement

  • Model home tours

  • New model announcements

  • Community progress updates

  • Homeowner Testimonials

  • Lead generation campaigns

Objectives

  • Drive website traffic

  • Generate model home visits

  • Encourage inquiries

  • Support sales efforts

Creative That Broke Through

One of the strongest-performing pieces of content wasn’t a polished home tour or sales-driven promotion. Instead, it leveraged relatable, human-centered storytelling that felt authentic to the audience and native to the platform.

Why It Worked
This creative succeeded because it prioritized connection over promotion. By tapping into shared experiences and genuine emotion, the content felt less like marketing and more like participation in a conversation already happening online.

The performance reinforced a broader audience insight: luxury consumers still respond to authenticity. As social feeds become increasingly polished and AI-generated, content that feels human, transparent, and culturally relevant often earns stronger engagement.

Strategic Takeaway
Rather than viewing this as a one-off viral moment, I treated it as a signal. The results informed future content development, leading to a greater emphasis on personality-driven storytelling, trend adaptation, and audience-first creative concepts.

Performance Indicators
↑ Saves
↑ Shares
↑ Follows
↑ Reach beyond existing audience

Insight: Audiences were not only consuming the content, but actively signaling value through actions associated with future intent and advocacy.

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