La Paloma
Luxury Living
Summary
Established in 2025, La Paloma Residences is a luxury living apartment community located in Stephenville, TX.
Responsibilities
- Social Media Management
- Event Coordination
- Content Marketer
- Digital Designer for animation, video, and graphics
La Paloma
As an early adopter of the La Paloma Project, I was brought on to develop the portfolio for an apartment community slated to open for rent in 2026. Working within a lean team, we tackled multiple operational and technical challenges during the build‑out phase. By the time I left, we met critical performance benchmarks and completed key milestones ahead of schedule, delivering both strong data outcomes and tangible progress.
My Contributions
Main aspects I contributed to this project include establishing a social media and brand presence within Stephenville, expanding on video products, and creating a strong marketing outline to lead marketing campaigns and strategies before and after groundbreaking. All of these tasks went hand-in-hand with project pain points.
Breakdown of My Contributions
Pain Points to Solve
Lack of Brand Development
Nonexistent Social Media Presence
Content Visibility Gap
Early-Stage Launch Limitations
Social Media Marketing
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When I first stepped into the La Paloma project, I saw an opportunity to breathe life into the brand’s base by leveraging its social media, videography, merchandise, and ad campaigns.
Starting with social media, I took the lead in crafting a cohesive brand identity first. One that would have plenty of preestablished assets and a unified voice that would resonate with the audience and elevate brand awareness. Then, and only then was La Paloma ready to slowly break out of early stage launch limitations throughout social media posts, campaigns and eventually videos.
Design Challenges to Factor
Develop a brand that attracts tenants by creating a warm and inviting “next home” while preserving its luxury identity. Challenges include positioning a higher-than-average rural rental property price on a competitive market.
How Have We Progressed?
By highlighting the value tenants will receive from various floor plans, a wide range of amenities, and flexible options for different backgrounds—whether students, new families, or retirees—social media was able to spark excitement and extend our reach beyond Stephenville, TX to surrounding cities.
Social Media Statistics
It’s all well and good to post on social media—but if you are not tracking the results, the real value is missed. Far too many entities stop at content creation, overlooking the goldmine of insights hidden in analytics. Tools like Geckoboard and SE Ranking have been game-changers in turning raw data into smart, data-driven decisions. They have revealed audience demographics, strategical timing, campaign performance, and even the financial return on investment. From organic posts to paid ads, the numbers tell the full story.
1456.3 || Avg. Weekly Impressions Growth
Website
57.76 || Avg. Weekly Site Visits Growth
For example, by comparing impressions across platforms and Facebook, I found that while Instagram maintains a steady growth in interests over time, Facebook drives higher engagement at crucial marketing moments. This highlights clear insights into which posts and events were successful allowing for more effective content strategies moving forward.
With these analytics, determining the optimal timing and budget for long-term content like videos, animations, META and Google Ad campaigns became seamless ensuring effective investment. With a solid foundation in place —including a website, social media, merchandise, and the launch of campaigns—the focus shifted from simply building the brand to strategically scaling it.
And so….. We Continue (01/01/2025)
Merchandise
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Merchandise
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Conclusion
Up to this point our team had worked tirelessly to refine La Paloma’s brand while also building excitement—not just among the audience, but also among the staff and partners who made La Paloma Residences a reality. The marketing engagement timeline was primed for this moment, so all the was left to do was begin the groundbreaking.
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Results
With an accomplished overall growth rate of 4023.81% based on user website sessions in a 6month period compared to Sept. 17th, 2024 – March 17th, 2025. Brief discription/goal/timeline/parts included/wrap up.
Reflection
Reflecting on the journey, I can confidently say that key challenges—had been successfully addressed. With the groundbreaking event marking a major milestone for the brand, it became more than just a celebration; it was the perfect combination of our efforts.