How We Built a Standout Westchester Real Estate Brand Online

Jordan Crump • July 21, 2025

Since 2022, I’ve had the pleasure of being the social media manager and strategist behind the scenes of Jess Watts Real Estate—and what a ride it’s been.

When we first started, Jess had a vision: to make real estate in Westchester feel more personal, more local, and more real. She already had the expertise and the hustle, but she needed a consistent, recognizable online presence to match.

Together, we’ve grown that presence over 10x, transforming her brand into one that’s not only visible but memorable.

Here’s what we did—and how you can apply it to your own brand:

Built a Strong, Cohesive Identity

We started by defining Jess’s unique brand voice: grounded, relatable, confident, and community-focused. From her logo and color palette to her captions and videos, everything speaks the same language. Consistency is what builds trust.

Showed Up Where Her Audience Lives

Instagram was our first major focus. We optimized her bio, refined her grid, and started posting content that wasn’t just pretty—but valuable. From market updates to behind-the-scenes stories, Jess became the local expert with heart.



Our goal was to grow her Instagram follower count steadily and sustainably—by 2–5% each month, and 5–10% every 90 days. That kind of growth may not sound flashy, but it’s real, organic, and rooted in building a loyal, local audience who actually engages.

Added a YouTube Channel

Video is king, especially in real estate. So, we launched a YouTube channel to give deeper insights into the buying and selling process, Westchester neighborhoods, and Jess’s expertise. It’s helped her build credibility, drive traffic, and connect with people beyond Instagram.

Leaned into Personal Content

People don’t just want to know what you do—they want to know you. Jess shares moments from her life, her family, her day-to-day as an agent, and that authenticity is what makes her content binge-worthy and shareable.

Stayed Consistent & Played the Long Game

We didn’t go viral overnight—but we stayed consistent. And that’s why today, Jess regularly gets recognized in public because of her social media. That’s not luck—it’s strategy, time, and showing up every week for nearly three years.

The Results


  • 10x growth in Instagram followers
  • Consistent engagement from real buyers and sellers
  • Brand recognition across Westchester
  • Increased lead generation from social media
  • A content ecosystem that works across platforms

Final Thoughts


Building a standout brand doesn’t happen by accident—it’s about intention, strategy, and showing up. Working with Jess has proven that when you combine professional storytelling with real-life value, people notice.



If you’re a local business or agent trying to grow your brand online, this is your sign: start posting with purpose. And if you’re looking for someone to help you build a content strategy that actually works—I’ve got you.

Let’s chat.

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