Strategy at a Glance
Core operating parameters for the Gilchrist Instagram account
📅
Posting Frequency
5× / week
Mon–Fri posts. Weekend rest protects engagement rate — algorithm rewards consistency over volume.
⏰
Peak Windows
7–9am · 12pm · 7–9pm
Central Time. Morning commute, lunch scroll, evening wind-down — highest rental-intent engagement periods.
🎯
Primary Audience
25–44, TX renters
Working professionals and military families in Temple, Killeen, Austin, and Dallas submarkets.
📸
Content Split
40/30/20/10
40% listing · 30% lifestyle · 20% educational · 10% social proof. Listing-heavy given active inventory.
📹
Reels Cadence
2× / month
Reels get 3–5× the organic reach of static posts. 15–30 sec walkthrough or neighborhood content.
📊
Review Cycle
Weekly, Monday
Review prior week's top post. Double down on what worked. Replace lowest performer next week.
Content Mix
Target allocation for the 30-day calendar
Post type distribution across 20 posts (5/week × 4 weeks)
🏠 Listing 40%
🌅 Lifestyle 30%
📚 Education 20%
⭐ Social Proof 10%
Listing (8 posts) — property photos, virtual tour clips, "Now Available" carousels
Lifestyle (6 posts) — neighborhood, local businesses, area perks
Educational (4 posts) — renting tips, application process, tenant FAQ
Social Proof (2 posts) — tenant testimonials, Google reviews, move-in moments
Weekly Posting Schedule
Optimized time slots by day — post within ±15 min of these windows
Wed
7:30pm
Lifestyle / Reel
Fri
12:00pm
Social Proof / Lifestyle
30-Day Content Calendar
Week-by-week execution map — click any day to expand captions in the section below
Mon
Tue
Wed
Thu
Fri
Sat
Sun
Day 1
Listing
Temple 3BR just listed — tour this week
#TempleTexas #TexasRentals
Day 2
Education
What landlords actually look for in an application
#RentingTips #TexasRenter
Day 3
Reel
60-second walkthrough: 1305 S 15th, Temple
#TempleHome #PropertyTour
Day 4
Listing
Copperas Cove — perfect for Fort Hood families
#FortHood #CopperasCove
Day 5
Lifestyle
5 things to do near Temple TX this weekend
#TempleLife #CentralTexas
Day 6
Rest
Stories: poll — what matters most in a rental?
Day 7
Rest
Stories: countdown to new listing Monday
Day 8
Listing
Austin 1BR on Guadalupe — steps from UT
#AustinApartments #UTAustin
Day 9
Education
The deposit: how it works, what to expect
#RenterTips #Deposit101
Day 10
Lifestyle
Why renters are choosing Central Texas in 2025
#CentralTexas #TexasLiving
Day 11
Listing
Dallas Channel Dr — before/after renovation photos
#DallasRentals #DFWHomes
Day 12
Social Proof
"John was responsive from day one" — tenant story
#Testimonial #GilchristCompany
Day 13
Rest
Stories: Q&A — ask us anything about renting
Day 14
Rest
Stories: sneak peek of next listing
Day 15
Listing
Lancelot Dr, Temple — backyard photos + tour
#TempleTexas #BackyardGoals
Day 16
Education
How to spot a rental scam before it costs you
#RentalScams #SafeRenting
Day 17
Reel
Neighborhood reel: life near Fort Hood, Copperas Cove
#FortHoodLife #CoveMilitary
Day 18
Listing
S 55th Temple — spacious, recently updated
#TempleRentals #CentralTexas
Day 19
Lifestyle
Best coffee shops near UT Austin's Guadalupe St
#AustinCoffee #HydePark
Day 20
Rest
Stories: weekend at home — cozy home inspo
Day 21
Rest
Stories: "This time next month you could be here" teaser
Day 22
Listing
McDonald Ave Temple — full photo carousel, 10 images
#TempleTexas #GilchristRentals
Day 23
Education
What happens between application and move-in day
#RentalProcess #FirstTimeRenter
Day 24
Lifestyle
Military relocation to Fort Hood? Here's your housing checklist
#MilitaryPCS #FortHood
Day 25
Listing
Shady Ln Copperas Cove — 3-bed, move-in ready
#CoveTX #MilitaryHousing
Day 26
Social Proof
5-star Google review: "Found our home in 48 hours"
#Review #GilchristCompany
Day 27
Rest
Stories: "Swipe up to schedule your tour"
Day 28
Rest
Stories: this week's available units recap
Day 29
Lifestyle
Month wrap: top neighborhoods we love in Central TX
#CentralTexas #TexasRentals
Day 30
Listing
Month recap: still available — schedule before they're gone
#NowAvailable #GilchristRentals
Caption Templates
Ready-to-post copy — swap in the bracketed fields, add property photos, and publish
Listing
Property Listing — Standard
▼
🏠 Now Available — [Address], [City] TX
[3-bed / 2-bath / 1,200 sqft] — [highlight 2-3 features: updated kitchen, private backyard, covered parking]
✅ Pets considered case by case
✅ Online applications via AppFolio
✅ Professionally managed by Gilchrist & Company
📅 Tours available this week — DM us or text TOUR to (469) 895-3846
[Price]/mo + deposit · Available [date]
#TempleTexas #TexasRentals #CentralTexasHomes #NowAvailable #GilchristRentals #HouseForRent #TexasLiving #RentInTexas
💡 Tip: Lead with the hero photo (kitchen or living room). Post 5–8 images as a carousel for 2× more saves than single-image posts.
Listing
Military / Fort Hood Listing
▼
🎖️ PCSing to Fort Hood? We've got you covered.
[Address], Copperas Cove — [X] miles from the main gate
[3-bed / 2-bath] · [sqft] · [Price]/mo
Move-in ready · Professional management · Pets considered
We work with military families on flexible timelines. DM us your report date and we'll make it work.
📱 Text TOUR to (469) 895-3846 to schedule
#FortHood #MilitaryPCS #CopperasCoveTX #MilitaryHousing #PCSMove #ArmyFamily #TexasMilitary #FortHoodHousing #KilleenTX
💡 Tip: Military posts perform best Tuesday–Thursday morning when families are researching moves. Tag #FortHoodTexas for broader reach.
Lifestyle
Neighborhood Highlight
▼
📍 Living in [Temple / Austin / Copperas Cove] means…
→ [Local perk 1, e.g., "10 min from Baylor Scott & White Hospital — big for healthcare workers"]
→ [Local perk 2, e.g., "I-35 access for an easy Austin commute"]
→ [Local perk 3, e.g., "Lake Belton is 15 minutes from your front door"]
We manage properties across [City] — and we think it's one of the best-kept secrets in Texas. 🤫
Which neighborhood are you most curious about? Drop it in the comments 👇
#TempleTexas #CentralTexasLife #TexasLiving #BellCounty #TexasCommunity #LiveInTexas #TexasHome
💡 Tip: Neighborhood posts get 40% more comments than listing posts. They build community and keep followers engaged between listing drops.
Educational
Renter FAQ / Tips
▼
❓ [Question renters actually ask — e.g., "What exactly is a security deposit for?"]
Here's the honest answer 👇
[Answer in 3-4 short sentences. Plain language, no jargon. Be helpful, not corporate.]
At Gilchrist & Company, we believe renters deserve a landlord who actually explains things. Questions? DM us anytime — or text us at (469) 895-3846.
Save this post — you'll thank yourself later. 🔖
#RentingTips #RenterLife #FirstTimeRenter #HousingHelp #TexasRenter #RentalTips101 #TenantRights
💡 Tip: Educational posts get the most saves — which is the signal Instagram weights most heavily for reach. End every edu post with "Save this post."
Social Proof
Tenant Testimonial
▼
⭐⭐⭐⭐⭐ — [Tenant first name], [City]
"[Direct quote from Google review or tenant message. Keep it verbatim — authenticity converts.]"
This is why we do what we do. If you're looking for a home — and a landlord who actually picks up the phone — we'd love to hear from you.
📱 Text HOME to (469) 895-3846 or DM us to see what's available.
#TenantReview #5Stars #GilchristCompany #RealLandlord #TexasRentals #HappyTenants #PropertyManagement
💡 Tip: Always get explicit written permission before posting a tenant's name or quote. A Google review is public record — safe to screenshot and repost.
Reel Concepts
8 ready-to-film ideas — each under 30 seconds, hook in the first 2 frames
Reel 1 · Week 1
Property Walkthrough: 1305 S 15th Temple
"This is what $1,200/mo looks like in Temple TX 👀"
Walk from curb to backyard in one continuous shot. No cuts, no music interruptions. Authentic > polished for rentals.
15–20 sec
Reel 2 · Week 3
Fort Hood Neighborhood Drive
"PCSing to Fort Hood? Here's what 10 minutes from the gate looks like 🎖️"
Windshield drive from base gate to Copperas Cove property. Show landmarks, grocery store, school — whatever families care about.
20–30 sec
Reel 3 · Month 2
"Questions I Get Every Week As a Landlord"
"The 3 questions renters ask me most (and my honest answers)"
Talking-head format — John or Brock on camera. Fast Q&A: deposit, pets, application timeline. Builds trust immediately.
25–30 sec
Reel 4 · Month 2
Before/After Renovation
"We bought this house in rough shape. Here's what we did."
Side-by-side or transition wipe between before and after photos. High-save content — shows investment and care.
15 sec
Reel 5 · Month 2
Move-In Day
"New tenant move-in day at Gilchrist & Company 🔑"
With tenant permission: film them getting keys. Authentic, emotional, shareable. Most trusted content format for property management.
15–20 sec
Reel 6 · Month 2
Austin's Guadalupe — A Day In The Life
"Living on Guadalupe St in Austin: here's your morning commute"
Walk from the property to a coffee shop, grocery, campus. Shows convenience without saying it. High performance for Austin audience.
20–25 sec
Reel 7 · Month 3
Rental Application Demystified
"Terrified of the rental application? Here's exactly what happens"
Screen record or graphic: step 1 → step 2 → step 3 → approval. Breaks anxiety barrier for hesitant applicants.
20 sec
Reel 8 · Month 3
The Scam Test
"3 ways to tell if a Texas rental listing is a scam"
Fast-cut tips with on-screen text. High share rate — people forward this to family. Ends with "We're not a scam. Here's how to verify us."
25–30 sec
Hashtag Sets by Market
Use 8–12 hashtags per post — rotate between sets to avoid shadowban from repetition
🏠 Central Texas — Listings
#TempleTexas #TempleRentals #CentralTexasHomes #BellCounty #TexasRentals #HouseForRentTexas #NowAvailable #GilchristRentals #CentralTexasRealEstate #TexasLandlord
🎖️ Fort Hood / Military
#FortHood #MilitaryPCS #PCSMove #ArmyFamily #FortHoodTexas #CopperasCoveTX #KilleenTX #MilitaryHousing #TexasMilitary #FortHoodFamilies
🏙️ Austin
#AustinApartments #AustinRentals #UTAustin #HydeParkAustin #AustinTexas #MovingToAustin #AustinHousing #GuadalupeSt #AustinTX #ATXRentals
🌆 Dallas / DFW
#DallasRentals #DFWHomes #DallasTexas #NorthDallas #DFWRentals #DallasApartments #MovingToDallas #DFWHousing #DallasTX #TexasDallas
📚 Educational
#RentingTips #RenterLife #FirstTimeRenter #TenantTips #HousingHelp #RentalAdvice #RentSmart #RentalProcess #SecurityDeposit #RenterRights
⭐ Brand / Social Proof
#GilchristCompany #PropertyManagement #TrustedLandlord #5StarLandlord #TexasPropertyManagement #RealLandlord #HappyTenants #RentalReview
KPIs & Success Metrics
What to measure, when, and what action to take
| Metric | Month 1 Target | Month 3 Target | If Below Target |
|---|
| Follower growth | +50 followers | +200 followers | Add 2 Reels in the month — Reels are the primary growth driver |
| Engagement rate | ≥ 3% | ≥ 4% | Shift toward more educational + lifestyle — listing-heavy feeds tank engagement rate |
| Saves per post | ≥ 5 saves | ≥ 15 saves | Add "Save this post" CTA to educational posts. Saves are the strongest algorithmic signal. |
| DMs / inbound leads | 2 per month | 6 per month | Add Calendly link in bio. Replace vague CTAs with "Text TOUR to (469) 895-3846" |
| Story views | 25–50 views/story | 75+ views/story | Post stories 5–7 days/week — story algorithm rewards consistency harder than feed posts |
| Reel views | 500+ per reel | 2,000+ per reel | Hook must be in frame 1. If under 200 views at 24 hrs, boost with $10 ad spend |