The Objective
Fill estate sales with buyers. Win more listings from sellers
Blue Moon is a national franchise, but every territory lives or dies locally. Jason Smith needed two audiences at once: families ready to hand over a lifetime of belongings, and buyers who show up Friday morning ready to spend. We focused on the buyers, because a company that reliably draws a crowd is the one families hire next.
Our approach was to make every sale impossible to miss for the people already looking. That means showing up where buyers hunt, announcing each sale with enough visual pull to stop a scroll, and building a list that comes back sale after sale instead of starting from zero every week.
Disciplines
Social Media Management
Estate sales are weekly. That gives you a real problem and a real gift: the calendar never stops, but there is always something new to announce.
We built a visual system for sale announcements that carries Blue Moon's brand while giving each sale its own personality, because a mid-century estate and a tool-heavy garage sale attract completely different buyers. Bold, high-contrast graphics designed to stop a scroll on a small screen, not to look elegant in a portfolio.
The account is organized around how buyers actually think. Highlights split into Upcoming Estate Sales and Recent Estate Sales, so anyone who lands on the profile can see what's next and what they missed. The feed doubles as a track record. Scroll it and you see a company that runs sales constantly, which is exactly the signal a family weighing who to hire is looking for.
Marketing Suite
Serious estate sale buyers don't browse Instagram hoping to find something. They search EstateSales.org and EstateSales.net, and they have alerts set.
So we treat those listings as primary channels, not afterthoughts. Every sale gets a full listing built to convert: strong lead photography, complete inventory detail, and copy that tells a buyer whether it's worth their Friday morning. Weak listings get scrolled past by exactly the audience you most want.
Email carries the rest. Each sale announcement goes to a growing list of past buyers, the people who already know Blue Moon runs a good sale and just need the address and the date. Cheapest audience to reach and the most likely to show up.
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