Matterhorn Estates Instagram direction
A curated social presence for a Marbella luxury property developer, designed around real projects, refined interiors, Ana's creative point of view, and the process behind exceptional homes.
01
Where the account can grow
Matterhorn already has the ingredients of a strong luxury development account: exceptional villas, a clear Marbella location, refined interiors, founder-led taste, and a real design/build process. The next step is to make that value easier to see, save, share, and enquire about.
Strong foundations
- Premium category: villas, interiors, architecture, landscape, and Marbella lifestyle.
- Ana's creative role gives the brand a human perspective and a clear point of view.
- The current content already touches on materials, light, location, craft, and project evolution.
- Existing highlights create a useful base for projects, team, services, and partners.
Main opportunity
- Open posts and reels with clearer hooks so people understand the value faster.
- Use more repeatable formats so the feed becomes recognizable, not just beautiful.
- Show more of the decision-making behind each home: why this material, layout, view, or finish?
- Create more content designed for saves, shares, comments, profile visits, and enquiries.
02
The creative direction: The Matterhorn Eye
The most ownable direction is not simply "luxury interiors." It is the taste and judgement behind each home: how travel, plot, light, architecture, materials, craft, and comfort are translated into complete living spaces.
Show the decision
Every strong post should reveal a choice: proportion, material, view, texture, garden, light, furniture, or flow.
Make process desirable
Renderings, site visits, styling days, collaborators, and installation details can become part of the luxury story.
Use Ana's perspective
Founder-led inspiration and design notes make the account more memorable than anonymous villa imagery.
Build repeatable series
Recurring formats help followers learn what to expect and make the content easier to plan each month.
Balance beauty and utility
Beautiful images attract attention; useful explanation gives people a reason to save, share, or enquire.
Keep the tone refined
Shorter openings, precise captions, and elegant visual framing can keep the brand premium while improving clarity.
03
Recommended content pillars
These pillars create a balanced monthly rhythm across reels, carousels, stories, and project updates.
04
First 90 days
The first phase should build the content system, test formats, and create a sustainable monthly rhythm.
Audit, reset, and plan
Review existing performance, confirm content pillars, refine highlights, agree visual format rules, create a property-visit shot list, and prepare the first planned content batch.
Test and learn
Test short reels, richer carousels, founder/process content, material details, and location-led posts. Review views, saves, comments, profile visits, and enquiries.
Refine the rhythm
Repeat the strongest formats, clean up highlights, improve calls to enquiry, and prepare the next-quarter content calendar around upcoming projects and milestones.
05
Content examples
A few practical formats that can be captured during project visits and turned into repeatable series.
Reel: The detail that changed the room
Open with the finished space, then show the material/detail that makes it work.
Carousel: From plot to atmosphere
Render, constraint, light/view decision, material direction, final feeling.
Story: Site visit notes
Short clips showing what changed, what needs approval, and the next milestone.
Photo post: Ana's reference file
A travel/design reference and how it influenced a project decision.
Reel: One room, five textures
Marble, carpentry, fabric, metal, greenery, with a caption on calm luxury.
Carousel: Why Sierra Blanca
A saveable Marbella location explainer: views, privacy, access, light, and lifestyle.
06
Monthly packages
A 3-month foundation is recommended so there is enough time to plan, publish, measure, and refine.
Lean
EUR 650/month
- 1 content visit/month
- 6 posts or reels/month
- Basic stories from visit
- Captions and scheduling
- Light monthly planning
Recommended
EUR 950/month
- 1-2 content visits/month
- 8-12 posts or reels/month
- Story content from visits
- Feed planning and light visual direction
- Captions, scheduling, hashtags, and location basics
- Monthly performance review
Heavier
EUR 1,250-1,500/month
- 2-4 content visits/month
- 12-16 posts or reels/month
- More frequent stories
- More reel editing and format testing
- Stronger calendar management and reporting
- More coordination around project milestones
Not included in the monthly fee
- Paid ad spend or full Meta ads management
- Daily community management
- Replying to all DMs/comments
- Website updates, SEO, or brand redesign
- Unlimited revisions or same-day emergency work
Optional add-ons
- Extra property/content visit: EUR 150-250
- Extra reel/post batch: EUR 150-300
- Meta ads setup or management: separate quote
- Branding, print, website, or brochure design: separate quote
- Professional photo/video crew: separate production cost
Recommended next step
Start with a focused 3-month foundation package: refine the account structure, establish the content rhythm, capture stronger project material, and review what is driving reach, saves, comments, profile visits, and enquiries.
Sources reviewed: @matterhorn_estates, Matterhorn Estates website, Matterhorn About, Instagram ranking guidance.