How Strategic Copy and Social Media Redesign Transformed a Luxury Broker's Brand
The Challenge
Amy McMahon is a talented luxury real estate broker in Portland, but her marketing wasn't doing her any favors. Her website's "About" page buried her value in industry jargon and irrelevant personal details, while her Instagram was a confusing mix of random personal posts and occasional real estate content.
The issues were clear:
Website copy that felt disconnected and didn't highlight what made Amy special
Social media strategy that was inconsistent and overwhelming
Brand messaging that wasn't resonating with her target luxury market
Amy knew she needed help but wasn't sure where to start. She was spending too much time on marketing activities that weren't moving the needle.
The Strategy
We tackled this in two phases: clarifying her core message, then creating systems to communicate it consistently.
Phase 1: Website Copy Transformation
Lead with emotion: Started with "a home is more than just a house" to immediately connect with clients' emotional investment
Address the real problem: Acknowledged that buying/selling feels overwhelming, positioning Amy as the calm expert guide
Highlight unique strengths: Focused on her deep Portland knowledge, personal moving experience, and client-first approach
Cut the fluff: Eliminated 75% of the original text to create a concise, compelling narrative
Phase 2: Instagram Strategy Redesign
Simplified the approach: Recommended focusing solely on Instagram (where she was already comfortable) with easy cross-posting later
Created content buckets: Developed six rotating categories that showcase both professional expertise and personal authenticity:
• Real Estate expertise
• Portland/Travel insights
• Family/Friends moments
• Food/Drinks experiences
• Design/Home tips
Built stress-free systems: Suggested scheduling tools and connected her newsletter content to social posts for easier planning
The Results
Website Copy: Amy's new "About" page immediately communicates her value and builds trust with potential clients. The emotional opening connects with luxury buyers' mindset, while her experience and approach are clearly articulated.
Instagram Strategy: Social media transformed from a source of stress into a strategic tool that builds her personal brand. The content bucket system gives her clear direction while maintaining authenticity.
Overall Impact: Amy now has a cohesive brand message that works across all platforms, plus sustainable systems that don't overwhelm her schedule.
The Takeaway
Great marketing doesn't have to be complicated. Sometimes the biggest wins come from cutting through the noise, focusing on what truly matters to your audience, and creating simple systems that you can actually stick with.
AMY MCMAHON’S ABOUT PAGE TRANSFORMATION
AFTER
Amy knows a home is more than just a house. It’s your neighborhood, your community, and the places that shape your daily life—your favorite coffee shop, your kids’ school, the trail your dog loves, or the cozy diner around the corner.
A longtime Portlander, Amy knows the city well. From Forest Heights to Sellwood, she has a deep love for the neighborhoods and the people who live in them.
She brings real-life experience to every client relationship: cross-country relocations, two decades in a family home, and most recently, downsizing as an empty nester. She understands life’s transitions and guides her clients through them with calm, professionalism, and optimism.
Amy’s clients value her intuitive sense of what they need in a home and neighborhood, and her unwavering focus on their happiness. She knows that buying or selling a home can feel overwhelming. It's often your biggest financial investment, and having the right person by your side matters.
If you think Amy might be a good fit for you, send her an email to schedule a complimentary phone consultation.
BEFORE
Make it So
Having started out in corporate America working at US Bank for 10-plus years, Amy has spent the last several years working with clients to get their homes ready for sale. From 'de-cluttering' and stylizing interiors to setting up homes for custom photography and other marketing activities, she has an outstanding track record of positioning homes to maximize resell value.
This successful career created a natural progression for Amy McMahon to attain her real estate license and represent buyers and sellers in the Portland marketplace
Amy understands life changes and transitions can be overwhelming - whether moving to a new city (She has moved for her husband's jobs to Miami Pittsburgh & Connecticut) a new neighborhood or simply downsizing on your current street ~ her positive attitude and calm nature helps but her clients at ease as they do through the process.
She and her husband Brad recently downsized and mored to a Townhome on the NW
Waterfront after having lived with their two children in the Forest Heights Neighborhood for 20 years. Her son, Gavin, recently graduated from college in Los Angeles and her daughter is a Senior at Lincoln High School. Amy has served as the Auction Chair for the Forest Dark Elementary Foundation and Lincoln High School. She is also the innovator behind Lincoln's annual Flock Party which brings all aspects of the downtown high school together with business, parent groups and alumni. Amy has an amazing network with a knack for connecting people and opportunities. Her unique skills in that area allow her to bring a concierge level of service to her partnerships with clients.
''I've moved many times in my life from coast to coast and can relate to the huge amount of effort that it takes and I love making life's transitions easier and as stress free as can be. I'm in the perfect job!”
Amy has been a presenter to Habitat For Humanity Homeowners on How to Decorate On a Budget, and presents classes on Downsizing for retirement and Selling & Prepping Your Home For Sale.
Portland life suits Amy McMahon to a tee and in her spare time can be found working her wav through the list of the Oregonian’s Top 40 Restaurants or figuring out how to master social media as a person of a certain age!
