Grew LoopNet’s social audience ~22% by turning real deals into content

Three content pillars, deal spotlights featuring major brands, and a biweekly boost-and-measure loop.

Marketing Specialist, CoStar Group (LoopNet) | Oct 2023 to Mar 2025 | Sprout Social, Canva, Adobe, Figma

The Challenge

LoopNet’s social channels needed to do two jobs at once: establish LoopNet as a credible voice in commercial real estate, and show owners and brokers why listing on the platform works.

My Approach

I took over content direction and built it around three pillars:

• Industry data and market insights, such as listing views by market and lease-time stats

• CRE tips and education, like better practices for property marketing to boost visibility

• Proof the product works, using real deals and real tenant behavior

The “Deep Dive” series became the anchor. Each post followed one format (the tenant’s logo, the property photo, other major tenants who viewed the listing, and three stats on how they researched before signing), so it was instantly recognizable in the feed and easy to repeat. A companion “Successful Deals” format spotlighted sales with price and time-viewed data.

I also ran a biweekly cycle: pick the top-performing organic post, boost it, and report on impressions and engagement weekly to decide what to promote next.

Results

• Audience grew ~22% (90K to 110K+) in ~15 months

• Engagement rate rose from ~4% to 6%+

• The Deep Dive and Successful Deals graphics were also used by the sales team in their pitches, so each post served two audiences: prospects scrolling the feed and reps showing a prospect proof that the platform works.