EARLIER CAREER WORK · PRIOR ROLE
MARKETING PARTNER, AYALA LAND INTERNATIONAL SALES.
Before founding Michael Evans Media, Michael was Marketing Partner for the international sales arm of Ayala Land, a premium property developer. This page covers what the role involved: the channels, the content and the approach that later shaped how MEM runs social for clients. It is not an MEM client engagement, so there are no client results on this page.
ROLE SNAPSHOT
AYALA LAND INTERNATIONAL
Premium property developer with international sales reach.
- Industry
- Premium Real Estate
- Audience
- International buyers
- Role
- Marketing Partner
- Channels
- Instagram, Facebook
- Focus
- Social content and enquiry flows
- Context
- Prior role, before MEM
THE BRIEF
BEAUTIFUL FEED. NO SALES JOB.
Ayala Land had what every property brand thinks they want: a visually stunning Instagram. Drone shots. Sunset photography of the developments. Curated lifestyle imagery. The feed looked like a magazine.
The sales side treated social as decoration. The “real” pipeline came from agents, referrals and paid search, and social was where the marketing budget went to look good rather than to support a sale.
The job in the role: make social useful to the sales conversation, not just a vanity channel for the brand.
THE APPROACH
WHAT THE WORK INVOLVED.
01
TREAT SOCIAL LIKE A SALES CHANNEL, NOT A BILLBOARD
Most property accounts post listings and hope. Every post here was designed to start a qualified buyer conversation, surfacing price range, location preference and urgency before handing the conversation to the sales team.
02
BUYER-LED CONTENT, NOT AGENT-LED
Drone tours, neighbourhood walkthroughs and lifestyle content showing what owning the property feels like, not just product shots and floor plans. Premium buyers are buying a lifestyle, so the content sold the lifestyle.
03
DM-FIRST ENQUIRY FLOW
Every CTA pointed to Instagram DMs, not a website form. International buyers want to ask specific questions in their own time zone, and a DM thread gave the sales team the full conversation history before they ever picked up the phone.
04
REPORTING IN THE LANGUAGE SALES ACTUALLY USES
Reporting was built around enquiries and conversations, not followers and engagement rate, so the sales team could judge social by the same yardstick as every other channel.
WHY IT MATTERS NOW
WHAT CARRIED INTO MEM.
This role is where the DM-first enquiry flow became a habit: point every CTA at a conversation, qualify inside the thread, and hand the sales side a full history instead of a cold form fill.
It is the same thinking behind how MEM runs Meta Ads and social for local service businesses today: buyer-led content, conversations over form fills, and reporting on the numbers the owner actually cares about.
WANT THE VERIFIED NUMBERS?
This page is earlier career work, so it stays numbers-free. The verified client results live in the My Place Hair & Beauty case study. Or book a free 15-minute call and we'll talk about where your enquiries come from now.