The Mina Company

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Case Study: Middlefork Luxury Homes — Elevating a High-End Builder Through Social Strategy

A Chicago Builder with Vision. A Social Strategy That Matches.

The Challenge

ABOUT MIDDLEFORK

Middlefork Luxury Homes is known for its refined design and architecturally significant homes in Chicago’s most iconic neighborhoods. Since 2021, The Mina Company has served as their trusted partner for social media management — crafting a digital presence that reflects the luxury, thoughtfulness, and legacy built into every Middlefork home.

In 2023, we also supported their SEO strategy through a series of updates, audits, and performance tracking to help them stay visible and competitive.

The Challenge: We developed a custom content approach tailored to the luxury buyer mindset — aspirational yet grounded in authenticity.

 

Our Strategy

  • Full-service Instagram, Facebook & LinkedIn management

  • Monthly content calendars with project features, BTS visuals & team highlights

  • Reel creation to boost reach and save-worthy posts

  • Visual and caption strategy that mirrors Middlefork’s high-end identity

  • Quarterly reporting + campaign analysis

  • SEO support (early 2023): blog updates, technical fixes, metadata optimization

THE IMPACT: Middlefork now shows up online with the same precision and beauty as they do in their homes. Our strategy helped them expand their digital reach, build consistent brand trust, and reflect the quality of their work to both new followers and seasoned architecture lovers alike.

READY TO CHAT WITH OUR TEAM?

The Results

Social Media Performance

  • +3,800 social media followers gained since onboarding

  • Average engagement rate of 6–8%, peaking at 10–12% on select posts

  • 5,793 impressions and 353 post interactions in December alone

  • Reels consistently outperforming static posts in reach

  • Strong non-follower engagement and link clicks month over month

  • Visuals aligned to their portfolio aesthetic helped boost saves and profile taps

Website & SEO:

  • +559% increase in organic web traffic YoY

  • 237+ contact form submissions during SEO-active months

  • Up to 44% of website traffic from organic search

  • Page 1 rankings for:

    • luxury home builders Illinois

    • Chicago home renovations

    • architectural home development

Is Social Media Worth It for Luxury Home Builders?

Yes — when done with intention.
In high-end construction, clients don’t just want to buy — they want to connect with a brand that reflects their taste and values. Social media for luxury builders isn’t about volume — it’s about story, aesthetic, and trust. With thoughtful content and real engagement, Middlefork grew steadily while keeping their tone polished and elevated.

Learn more about our Services
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Somewhere along the way, "doing it all" became the goal. But if you're giving 5% to every tactic, you're not doing it all. You're spreading yourself thin. Our Momentum package is built around the opposite idea. It's the focused strategy that quietly moves the needle while everyone else chases everything. SEO, Digital ads, regular strategy calls, a themed content calendar, and a team that gives 100% to every service. The result? Momentum. And momentum creates the growth that lets you add what's next, whether that's a website, a rebrand, or stepping up to the next level of marketing. Ready to stop spreading thin? DM us or visit theminacompany.com
Somewhere along the way, "doing it all" became the goal. But if you're giving 5% to every tactic, you're not doing it all. You're spreading yourself thin. Our Momentum package is built around the opposite idea. It's the focused strategy that quietly moves the needle while everyone else chases everything. SEO, Digital ads, regular strategy calls, a themed content calendar, and a team that gives 100% to every service. The result? Momentum. And momentum creates the growth that lets you add what's next, whether that's a website, a rebrand, or stepping up to the next level of marketing. Ready to stop spreading thin? DM us or visit theminacompany.com
Somewhere along the way, "doing it all" became the goal. But if you're giving 5% to every tactic, you're not doing it all. You're spreading yourself thin. Our Momentum package is built around the opposite idea. It's the focused strategy that quietly moves the needle while everyone else chases everything. SEO, Digital ads, regular strategy calls, a themed content calendar, and a team that gives 100% to every service. The result? Momentum. And momentum creates the growth that lets you add what's next, whether that's a website, a rebrand, or stepping up to the next level of marketing. Ready to stop spreading thin? DM us or visit theminacompany.com
Somewhere along the way, "doing it all" became the goal. But if you're giving 5% to every tactic, you're not doing it all. You're spreading yourself thin. Our Momentum package is built around the opposite idea. It's the focused strategy that quietly moves the needle while everyone else chases everything. SEO, Digital ads, regular strategy calls, a themed content calendar, and a team that gives 100% to every service. The result? Momentum. And momentum creates the growth that lets you add what's next, whether that's a website, a rebrand, or stepping up to the next level of marketing. Ready to stop spreading thin? DM us or visit theminacompany.com
Somewhere along the way, "doing it all" became the goal. But if you're giving 5% to every tactic, you're not doing it all. You're spreading yourself thin. Our Momentum package is built around the opposite idea. It's the focused strategy that quietly moves the needle while everyone else chases everything. SEO, Digital ads, regular strategy calls, a themed content calendar, and a team that gives 100% to every service. The result? Momentum. And momentum creates the growth that lets you add what's next, whether that's a website, a rebrand, or stepping up to the next level of marketing. Ready to stop spreading thin? DM us or visit theminacompany.com
Somewhere along the way, "doing it all" became the goal. But if you're giving 5% to every tactic, you're not doing it all. You're spreading yourself thin. Our Momentum package is built around the opposite idea. It's the focused strategy that quietly moves the needle while everyone else chases everything. SEO, Digital ads, regular strategy calls, a themed content calendar, and a team that gives 100% to every service. The result? Momentum. And momentum creates the growth that lets you add what's next, whether that's a website, a rebrand, or stepping up to the next level of marketing. Ready to stop spreading thin? DM us or visit theminacompany.com
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Somewhere along the way, "doing it all" became the goal. But if you're giving 5% to every tactic, you're not doing it all. You're spreading yourself thin. Our Momentum package is built around the opposite idea. It's the focused strategy that quietly moves the needle while everyone else chases everything. SEO, Digital ads, regular strategy calls, a themed content calendar, and a team that gives 100% to every service. The result? Momentum. And momentum creates the growth that lets you add what's next, whether that's a website, a rebrand, or stepping up to the next level of marketing. Ready to stop spreading thin? DM us or visit theminacompany.com
3 days ago
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1/5
Intuitive strategy gets dismissed as the soft stuff, but it's usually the thing that separates marketing that works from marketing that just exists. It's pattern recognition built from years of watching what actually moves the needle. It's noticing that something feels off in a brand's messaging before the numbers confirm it. It's knowing which growth lever to pull first because we've seen a hundred businesses like yours, and no two got the same plan. At Mina, we don't choose between gut and data. Intuition points us in a direction, and the numbers tell us if we're onto something. When both agree, that's when things start to move. Feminine energy, observation, and killer analytics. That's the Mina method. If this approach is something you'd appreciate in your marketing team, we'd love to meet you. DM us or visit theminacompany.com
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Intuitive strategy gets dismissed as the soft stuff, but it's usually the thing that separates marketing that works from marketing that just exists. It's pattern recognition built from years of watching what actually moves the needle. It's noticing that something feels off in a brand's messaging before the numbers confirm it. It's knowing which growth lever to pull first because we've seen a hundred businesses like yours, and no two got the same plan. At Mina, we don't choose between gut and data. Intuition points us in a direction, and the numbers tell us if we're onto something. When both agree, that's when things start to move. Feminine energy, observation, and killer analytics. That's the Mina method. If this approach is something you'd appreciate in your marketing team, we'd love to meet you. DM us or visit theminacompany.com
7 days ago
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2/5
Hiring a marketing agency is a big decision, and honestly, a vulnerable one. You're handing someone your budget, your brand, and your trust. So ask the uncomfortable questions. And since we're asking you to ask them, it's only fair we answer first: 1. Yes, we show you the data. Monthly reporting comes standard, and if we ever suggest a pivot, the numbers are the reason. 2. No, we don't lock you in. Our contracts are month to month because good work should be what keeps you around. 3. We only recommend what your business actually needs, even when that means selling you less. 4. If something isn't working, you'll hear it from us first. We'd rather pivot than keep billing for something the data doesn't support. 5. We take the time to learn your business, not just your marketing. Your industry, your clients, and your capacity shape every strategy we build. 6. And yes, you can actually reach us. Real people, real answers, without the week-long wait. 7. We never work with your competitors. One client per niche, per area. Your strategy stays yours. Screenshot the list, save it, and bring it to your next discovery call.
Hiring a marketing agency is a big decision, and honestly, a vulnerable one. You're handing someone your budget, your brand, and your trust. So ask the uncomfortable questions. And since we're asking you to ask them, it's only fair we answer first: 1. Yes, we show you the data. Monthly reporting comes standard, and if we ever suggest a pivot, the numbers are the reason. 2. No, we don't lock you in. Our contracts are month to month because good work should be what keeps you around. 3. We only recommend what your business actually needs, even when that means selling you less. 4. If something isn't working, you'll hear it from us first. We'd rather pivot than keep billing for something the data doesn't support. 5. We take the time to learn your business, not just your marketing. Your industry, your clients, and your capacity shape every strategy we build. 6. And yes, you can actually reach us. Real people, real answers, without the week-long wait. 7. We never work with your competitors. One client per niche, per area. Your strategy stays yours. Screenshot the list, save it, and bring it to your next discovery call.
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Hiring a marketing agency is a big decision, and honestly, a vulnerable one. You're handing someone your budget, your brand, and your trust. So ask the uncomfortable questions. And since we're asking you to ask them, it's only fair we answer first: 1. Yes, we show you the data. Monthly reporting comes standard, and if we ever suggest a pivot, the numbers are the reason. 2. No, we don't lock you in. Our contracts are month to month because good work should be what keeps you around. 3. We only recommend what your business actually needs, even when that means selling you less. 4. If something isn't working, you'll hear it from us first. We'd rather pivot than keep billing for something the data doesn't support. 5. We take the time to learn your business, not just your marketing. Your industry, your clients, and your capacity shape every strategy we build. 6. And yes, you can actually reach us. Real people, real answers, without the week-long wait. 7. We never work with your competitors. One client per niche, per area. Your strategy stays yours. Screenshot the list, save it, and bring it to your next discovery call.
1 week ago
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3/5
Get to know our team a little more 💙 Swipe to meet the team behind the strategy. We answered five very important questions so you can decide: are you an Erica, a Megan, or a Kelby? Now it's your turn. Drop your answers below.
Get to know our team a little more 💙 Swipe to meet the team behind the strategy. We answered five very important questions so you can decide: are you an Erica, a Megan, or a Kelby? Now it's your turn. Drop your answers below.
Get to know our team a little more 💙 Swipe to meet the team behind the strategy. We answered five very important questions so you can decide: are you an Erica, a Megan, or a Kelby? Now it's your turn. Drop your answers below.
Get to know our team a little more 💙 Swipe to meet the team behind the strategy. We answered five very important questions so you can decide: are you an Erica, a Megan, or a Kelby? Now it's your turn. Drop your answers below.
Get to know our team a little more 💙 Swipe to meet the team behind the strategy. We answered five very important questions so you can decide: are you an Erica, a Megan, or a Kelby? Now it's your turn. Drop your answers below.
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Get to know our team a little more 💙 Swipe to meet the team behind the strategy. We answered five very important questions so you can decide: are you an Erica, a Megan, or a Kelby? Now it's your turn. Drop your answers below.
1 week ago
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4/5
🎉 Happy Birthday to the incredible Megan! 🎉 Five years ago, The Mina Company gained a team member. What we didn't know then was how much she'd help us grow into who we are today. Megan has this rare gift: give her a problem — whether it's a tricky website build, a photography challenge, a digital ad campaign that needs a spark, or an SEO puzzle nobody else can crack — and give her a little time (and coffee ☕) and she will figure it out. Every single time. She's helped us innovate in ways we couldn't have imagined five years ago, and she's done it all while bringing a positivity to our team that makes every day better. We're so grateful for everything Megan brings to The Mina Company. Here's to celebrating you today, Megan — we hope you're soaking up the mountain views this weekend and taking some well-earned time to relax and recharge. 🏔️ Happy Birthday from your Mina family! 💛
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🎉 Happy Birthday to the incredible Megan! 🎉 Five years ago, The Mina Company gained a team member. What we didn't know then was how much she'd help us grow into who we are today. Megan has this rare gift: give her a problem — whether it's a tricky website build, a photography challenge, a digital ad campaign that needs a spark, or an SEO puzzle nobody else can crack — and give her a little time (and coffee ☕) and she will figure it out. Every single time. She's helped us innovate in ways we couldn't have imagined five years ago, and she's done it all while bringing a positivity to our team that makes every day better. We're so grateful for everything Megan brings to The Mina Company. Here's to celebrating you today, Megan — we hope you're soaking up the mountain views this weekend and taking some well-earned time to relax and recharge. 🏔️ Happy Birthday from your Mina family! 💛
2 weeks ago
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5/5
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