Svitlo Residential Complex: How regular content and advertising support created a stable flow of direct messages
Background and tasks
Residential complex "Svitlo" is a family residential complex near nature, located a minute from Lutsk. A space where housing is not just square meters, but a lifestyle that gives rest, development and inspiration. At the start of the cooperation, the client had absolutely no presence on the Internet: no website, no social media accounts of the developer or the residential complex.
Therefore, we were faced with the main task: to develop and launch an effective SMM strategy, where content and advertising do not compete, but reinforce each other.
The strategy should help fulfill the client’s main goal:
Go digital and receive a steady stream of leads for apartment purchases.
Project gallery
What we did:
We developed a meaningful SMM strategy for brand communication on Instagram + cross-posting on Facebook.
- We developed the brand’s tone of voice: warmth, care, and inspiration.
- Regular shoots: construction progress, the atmosphere of the complex, and entertainment videos.
- The “Light in Words” series — quotes that convey the spirit of the project.
- We implemented formats such as Reels, informative posts, stories, and interactive content.
- We worked with visuals: design, video, and meaningful AI-generated imagery.
We integrated advertising into communication
SMM prepared the emotional ground. Advertising, namely companies for reach and interaction with posts, brought traffic into the warm space of the brand.
Additionally, a full set-up of advertising was carried out to obtain leads on Facebook, Instagram, and Google platforms. You can read more about the results here: link to the digital case study on Svitlo residential complex
Results of organic social media management:
- Steady growth in profile engagement and reach
- Active Instagram community
- Each video shoot is a touchpoint with the brand’s values
- Positive audience feedback: “a very warm profile,” “conveys the atmosphere”
- 3–5 organic apartment inquiries per month
- Followers regularly save posts from Reels
- The construction series featuring children as “managers” receives the highest emotional engagement.
Conclusion
Content is not just a “pretty picture.”
У випадку з ЖК Світло — це інструмент формування образу бренду до того, як збудовано першу квартиру. Завдяки правильному tone of voice, відеостратегії та влучному поєднанню Reels + Stories + постів у стрічці, ми побудували
фундамент довіри ще до завершення будівництва.
Nataliya Shevchenko
The Akita team didn’t just complete the technical task. They deeply immersed themselves in our brand’s philosophy and were able to convey it in the digital space. The new website isn’t just beautiful — it works. It’s the best investment in our business in the past year.
Do you have a similar challenge?
Let's discuss your project