Eight offices, on autopilot.

In late June 2026, eight offices in a Swedish real estate chain moved their local Facebook and Instagram channels onto Ayra's automated publishing. One month later, the offices' combined organic reach had more than doubled, entirely without advertising.

The starting point

The chain is built on local franchise offices with their own Facebook pages and Instagram accounts. As in most real estate chains, the presence was uneven: in July 2025, the chain's organic reach was in practice carried by three accounts. Several offices published almost nothing but central campaign material with no local connection, others published nothing at all over the summer.

A broker's day goes to listings, viewings and deals. Social media got the hours that were left over, and there were rarely any.

The setup

Eight offices were connected to Ayra's automated publishing, Suggested content, between 22 and 29 June 2026.

1. Listings are pulled automatically from the offices' broker systems.
2. Ayra creates the week's posts: listing posts (for sale, coming soon, sold with final price) and roundup posts with the week's and weekend's viewings. All in the chain's image templates and tone of voice, at the optimal publishing times per channel.
3. The office removes what it does not want. That is the only step that belongs to the office.
4. The rest is published in the office's own channels on Facebook and Instagram.

The chain set templates, tone of voice and weekly structure once, centrally. After that it ran for all eight offices, 4 to 6 posts per office per week, right through July.

Results, July 2026 compared with July 2025

All figures are organic: reach built by the offices' own publishing, with no ad budget.

Source: the chain's own Meta statistics (Facebook Pages and Instagram), 1 to 31 July each year.

The eight connected offices

• Organic reach: 35,039 to 71,568 (+104%)
• Share of the chain's organic reach: 93%

The whole chain

• Organic reach: 49,126 to 77,708 (+58%)
• Organic reach, Facebook: 15,561 to 43,707 (+181%)
• Organic views, Facebook: 22,356 to 68,651 (+207%)
• Reach, Instagram: 33,565 to 34,001 (stable)
• Published posts: 262 to 271 (+3%)

The chain published roughly as many posts as the year before. The difference is that reach per post rose sharply.

Three offices

The office with the biggest journey.

From 1,537 to 30,078 in organic reach, almost twentyfold. The office had published sparingly the year before. Its roundup posts with the week's and weekend's viewings generated 2,919 clicks during July, clearly the most in the chain. Entirely without advertising.

The chain's largest office.

Already the chain's strongest account, and still +28% (18,807 to 24,012), despite slightly fewer posts. The most saved posts on Instagram in the chain.

The office that built from almost nothing.

From 224 to 3,327 in organic reach (+1,385%). The office published no posts on Instagram during July 2025. A year later, Instagram carries most of its reach.

The remaining connected offices grew by between 84 and 276 percent.

The base broadened

The most important result does not show in a single number. In July 2025, the chain's organic reach was carried by three accounts. In July 2026, ten offices passed 500 in organic reach and four passed 3,000. The chain no longer depends on a few offices pulling the weight.

What drove the result

Format.

Roundup posts with viewings and sold posts with final price performed strongest. On Instagram, carousels worked best.

Local anchoring.

Posts about the office's own listings and deals beat central campaign material. In 2025, several offices' feeds were almost entirely central content. In 2026, every post was about that office's own listings.

Consistency.

4 to 6 posts per office per week, right through the holiday period. The algorithms reward whoever is there all the time.

What the offices did

Nothing, in most cases. Nine out of ten users did not log in during the month. Roughly one in ten went in to remove a post or swap a listing, for example to give a particular broker more exposure.