allied social
a real estate brand that had to sound human, with three sign-offs on every post.
allied reit · 2026
client
Allied Properties REIT
role
Social Media and Content Lead, solo
platforms
LinkedIn and Instagram, weekly
scope
Strategy, calendar, carousels, captions, reporting
outcome
8.9% follower growth, 2nd of 6 peers
01 brief
there was no social presence to inherit, just random posts on linkedin.
Before me, Allied posted on LinkedIn without a plan, and the only structure came from the previous agency’s format, built around Block, Allied’s magazine.
I set up both accounts as a real channel: a weekly rhythm across LinkedIn and Instagram that shows what Allied actually owns, a portfolio of heritage buildings across Canada.
02 constraint
one person, three sign-offs, every single post.
I run both platforms alone, and every post is approved by my manager, the SVP and the CEO. That rules out reacting fast.
So I built a system that works ahead: seven content types, a calendar where every post has a status, and caption rules for each platform. Drafts reach sign-off already close to final.
sign-off 1managerFirst review
sign-off 2svpSecond review
sign-off 3ceoFinal approval
03 system
one header, one label, seven kinds of story.
Every post opens with the same Allied bar and a label naming its content type, like Now & Then, A Look Inside or Art & Culture. Each type has its own colour, so the grid reads as one brand with clear sections.
I design the carousels and decide how every photo is placed. A Look Inside walks through one space, slide by slide, the way a visitor would.
a look inside carousel · drag or scroll →
04 insight
i thought the art would win. the buildings did.
I expected the artistic Block posts to perform best. When I reviewed seven months of results myself, the buildings carried the account. Block posts earned just 8% of engagement.
Now & Then, which pairs a building’s past with its life today, made up 23% of posts but earned 27% of all engagement. It’s also where my history degree and design meet: I research each building’s past, then design the before and after.
share of total engagement, jan to jul 2026
more now & then pairs · montreal and kitchener
05 outcome
from random posts to second in follower growth among its peers.
From January to July 2026 the accounts published 31 posts, earned over 100,000 impressions and gained 1,927 followers. Follower growth of 8.9% ranked second among six Canadian REITs. Tenant features, a content type I introduced, earned some of the highest engagement rates on the account.
Based on my review, Now & Then becomes a twice-monthly series, and filming is planned for next year. What I learned: in real estate, the buildings are the story.
102kimpressions in seven months
1,927new followers
2ndof 6 peers in follower growth
let's work
together
based in
Toronto, Ontario, Canada
social
education
M.A. Graphic Design
B.A. (Hons.) History
© Diljeet Kaur · designed by diljeet kaur