Social Media Strategy and Content Growth for a US Coliving Investment Brand

The Overview

Founded by Clara Arroyave, the brand operates as the first platform in the US to buy, sell, invest in and learn about coliving property. Its mission is to grow the asset class itself, by making the knowledge accessible and the transactions possible for investors across the country.

The brand arrived with genuine authority and four social channels that were not yet carrying it. Ten years of operating experience, a proprietary view of coliving economics, and a founder who had just been recognised with The Soul Award at the 2nd Annual National Co-Living Conference. None of it was visible at the scale it deserved.

The engagement set out to turn that expertise into a repeatable content system, and to establish credibility in a category where most investors are still deciding whether coliving is a passing trend or a serious asset class.

The Challenge

Coliving sits between two familiar categories, traditional long-term rentals and short-term lets, and belongs cleanly to neither. That ambiguity is the whole marketing problem. Prospective investors arrive sceptical, wanting to see the numbers before they will spend attention on the philosophy, and wanting proof the model holds before they will accept the category exists.

The brand also had to establish presence across four platforms with genuinely different audiences and formats, from LinkedIn operators and lenders through to Instagram discovery, and to do it from a small starting base on each.

Key challenges included:

• Establishing authority in a category the market has not finished defining.

• Translating complex investment mathematics into content that works inside a feed.

• Growing four channels with distinct audiences and formats in parallel.

• Building credibility for a founder-led brand without an established follower base.

• Converting educational reach into qualified consultation enquiries.

• Creating a production engine capable of consistent weekly output without diluting quality.

The Objective

The programme had to perform two jobs simultaneously: introduce coliving as a serious investment strategy to a broad audience, and position Clara specifically as the operator investors approach when they are ready to act.

The primary objectives were to:

• Establish Coliving Cashflow as a credible, expert voice in coliving investment.

• Grow reach and engagement across Facebook, Instagram, LinkedIn and YouTube.

• Build the founder's personal authority alongside the brand's.

• Produce consistent, repeatable weekly content across all four channels.

• Convert educational content into free consultation bookings.

• Identify, through structured testing, the content angles worth scaling.

The Solution

Content Strategy & Editorial System

We mapped the investor journey end to end, from "what even is coliving" through to "how do I underwrite this deal", and built a weekly editorial calendar against it. The calendar was then produced against consistently for sixteen weeks, publishing 264 pieces of content across the four channels.

The content system covered:

• Educational explainers translating coliving economics into plain language.

• Deal breakdowns and property analyses built on real market examples.

• Founder-led thought leadership on market direction, financing and operations.

• Live sessions and conference coverage building authority in real time.

• A weekly "Top 5 Coliving Deals" series creating a recurring reason to return.

Channel-Specific Approach

Each platform was treated as a separate audience rather than a copy of the last one.

• LinkedIn: first-person founder commentary written for operators, lenders and partners.

• Instagram and Facebook: visual explainers and short-form video built for a discovery audience.

• YouTube: long-form authority work, including livestreams, city market breakdowns and full property analyses. This is the format where the brand's depth had room to show.

Founder-Led Positioning

The strongest single lever we found was Clara herself. Content built around the founder's point of view, experience and milestones consistently outperformed brand-voice creative. The post announcing her Soul Award became the top-performing post of the period on both Facebook, at a 16.48% engagement rate, and Instagram, at 26.09%, several times the account average on each. We restructured the calendar around that finding rather than treating it as a one-off.

Testing & Optimisation

Every post was read as a data point. Over sixteen weeks, four angles emerged as reliably high-performing, and the calendar was progressively weighted towards them:

• Founder and milestone stories: the highest-engagement format on every channel.

• Live and event content: the widest-reaching format, and the only one with a natural call to action.

• Contrarian category reframes: "Co-living isn't what most people think" became the single highest-reach asset of the period at 892 views.

• Specific investment mathematics: tax, financing and cash-flow breakdowns that pulled the qualified investor audience rather than casual browsers.

The Impact

Key outcomes included:

• A near-tenfold increase in LinkedIn engagement, establishing the founder as a recognised voice in coliving investment.

• YouTube built into the brand's strongest acquisition channel, contributing the majority of new audience growth.

• 264 pieces of content produced and published across four channels in sixteen weeks.

• A tested content framework identifying the four angles that reliably earn attention in this category.

• A sustainable weekly production system operating across all four platforms.

• Clear, evidence-backed direction for the next phase of growth.

Conclusion

This engagement demonstrates how a founder-led content strategy can build authority for an emerging asset class from a standing start, and how sixteen weeks of disciplined testing produces the evidence needed to know exactly where to concentrate the next sixteen.

For brands defining a new category, the lesson held across every channel: the person with the expertise is the most persuasive asset the brand owns.

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