How I Rebuilt MAPS Coaching's Social Program From Scratch: 1.5M Impressions, 406 Leads & 113% to Goal
01 — Project details
Keller Williams MAPS Coaching is the real estate industry's award winning coaching organization, reaching 100,000+ professionals across public platforms and private communities. But when I joined, their social media didn't reflect it.
They were working with an external agency running a high-volume, low-impact model: templated corporate graphics, no human behind the brand, no platform strategy, and zero lead generation infrastructure. The content felt stiff, impersonal, and disconnected from the real value MAPS delivers. The result was stagnant growth and declining engagement across every channel.
I was brought in to fix it. So I rebuilt everything from scratch.
02 — Creative process
I started by identifying the gaps in their brand.
No voice.
No strategy.
No accountability.
And I rebuilt the foundation from scratch: audience research, competitive positioning, platform strategy, brand voice guidelines and a full content pillar framework (Achievements,Education, Culture, Thought Leadership, and Training Events).
That meant:
Conducting competitive and audience research across all platforms
Establishing brand voice and content guidelines from scratch
Designing a storytelling-first content strategy rooted in clarity, value, and credibility
Building a dual editorial calendar: organic content across all platforms and four private Facebook groups, plus a separate paid social campaign calendar
Establishing a structured approvals workflow (SMM > VP > Legal) for brand consistency and compliance at scale
Launching the MAPS Coach Creator Program: transforming internal coaches into micro-influencers and brand ambassadors
Implementing ManyChat AI automation to convert organic engagement into tracked, qualified leads
Executing MAPS' first-ever paid social program: four targeted Meta campaigns for BOLD, Mastery, and consult programs
Building a custom quarterly KPI tracker to benchmark performance against self-set annual goals
Producing monthly performance reporting decks for leadership with channel-level insights and optimization recommendations
Managing a VA to scale content execution without sacrificing quality
2025 KPI Goals set in advance and benchmarked against 2024 performance.
03 — Before
Full Year 2024 (Under Agency)
Content felt corporate, templated, and impersonal
Low engagement from top-tier agents or leaders
No lead generation strategy or tracking
Mass-posting just to fill a calendar
No unified content pillars, strategy, or platform specific optimization
No internal brand voice or social guidelines
1.2M
Impressions
2,468
Net Audience Growth
3.1%
Engagement Rate
41,022
Engagements
The agency churned out templated, generic graphics with a "stuffy" corporate feel. There was no rhythm to the feed, just content for content’s sake. It felt impersonal, overly corporate, and visually disconnected from the real value MAPS delivers.
04 — Strategic Rebuild (Nov 2024-Dec 2025)
When I stepped in, I reinvented the wheel from the ground up:
Built the full social media strategy from scratch
Developed our annual campaign calendar
Launched our Coach Creator influencer program
Implemented ManyChat automation to generate and track leads
Designed a platform specific content plan (Reels, Lives, Testimonials, Thought Leadership)
Produced face forward, founder-led storytelling content
Rebranded from stiff to authentic, human, high converting
Launched the first-ever MAPS ad campaigns for BOLD and Mastery
To position MAPS as the top coaching brand in real estate, I applied a brand led strategy rooted in competitor research, clear messaging, and sharable high performing content frameworks.
Ensuring that with each piece, I was translating our business outcomes into social moments that built trust, visibility, and real traction.
05 — Results: 2024 vs 2025
Hit or exceeded goal on every major metric and outperformed the agency across the board
While the total number of published posts dropped compared to the agency’s high-volume approach, every metric that actually matters went up.
By focusing on quality over quantity, we saw fewer posts but stronger performance: higher follower growth, higher engagement rate, more video views, more shares, and 406 qualified leads.
Most importantly, our engagement rate per impression skyrocketed, proving that our content wasn’t just seen, it resonated.
Less noise, more traction.
1.54M
Impressions
3,213
Net Audience Growth
3.3%
Engagement Rate
55,348
Engagements
