Novus projects made social media manageable on a busy schedule
How a growing construction and real estate developer keeps a professional social presence without letting it disrupt the day job
Novus Projects is a Belgian construction and real estate development company specialising in residential projects. The team focuses on quality, clarity, and hands-on execution, delivering high-end homes and developments. With a strong local reputation and an expanding portfolio, visibility and trust play an increasingly important role in how they bring projects to market.
Social media already worked but it wasn’t under control
Before working with Willow, Novus Projects already had proof that social media mattered.
Potential buyers regularly mentioned Facebook or Instagram posts when getting in touch. Project announcements gained attention. Visibility helped generate interest. The channel clearly had value.
The problem wasn’t whether social media worked. It was how it was being managed.
Jay Detroyer was responsible for managing social media at Novus Projects. But like in many development firms, this wasn’t her main role. It was one of many responsibilities.
Posts went out when there was a new project or when someone found the time. There was no central overview, no planning, and no clear structure. Every post required context switching. And every post raised questions. What should we share? On which platform? Should it go on Facebook, LinkedIn, Instagram, or all three? And is this professional enough?
Internally, social media started to feel like a distraction instead of a support tool. Leadership wasn’t against social media, but there were doubts. Not because they didn’t believe in visibility, but because social media felt difficult to manage and hard to justify time-wise.
The result was tension. Social media delivered value, but it demanded attention at the wrong moments. During busy workdays, site visits, or deadlines…
Why Willow made sense for a developer like Novus Projects?
Novus Projects needed something practical to solve their problem.
They were looking for efficient, centralised social media management. One place to manage Facebook, LinkedIn, and Instagram. Less manual work and fewer interruptions during the day. Content inspiration to avoid starting from scratch every time. A more professional presence, without turning social media into a full-time task.
Willow matched that reality.
Instead of forcing rigid planning or daily posting, Willow offered clarity. One calendar. One workflow. The ability to prepare posts when it suited the team and let them run in the background afterwards.
For Jay, that changed how social media fit into her day. It stopped being something that constantly pulled attention away from core work.
Social media that fits around the work
Novus Projects will never operate like a marketing agency. And that’s exactly the point.
Their social media activity is naturally tied to real project moments. New developments, sales phases, and important updates. Things will always remain somewhat ad hoc. The difference today is that ad hoc no longer means messy.
With Willow, Jay manages all platforms from one place and plans ahead when it makes sense. Posts can be prepared in batches, scheduled across multiple channels at once, and then left alone.
There is no switching between apps. No copy pasting. No pressure to post during a busy workday.
Willow doesn’t impose a strict rhythm. It creates breathing room. Social media stays active and professional, without demanding constant attention. For a small construction and development team, that time win is crucial.
Clear growth and better insight in one year
Over the past year, Novus Projects grew their social media presence to 3,018 followers, adding 443 new followers across Facebook, LinkedIn, and Instagram.
Beyond the numbers, Willow also gave them better insight into what actually works.
Jay can now clearly see which posts generate the most clicks, what types of properties attract the most attention, and which platforms perform best for different updates.
Some posts generated tens of thousands of impressions and thousands of clicks, especially around project announcements. That feedback loop helps Novus Projects make smarter decisions instead of relying on gut feeling.
From doubt to confidence internally and externally
The biggest shift isn’t just visible online.
Internally, social media now feels controlled and manageable. Jay can plan ahead, save time, and show tangible results. Leadership sees a professional presence that supports sales instead of distracting from operations.
Externally, Novus Projects shows up consistently and credibly. Potential buyers encounter an active, well-maintained presence that reflects the quality of their projects. And when a new development launches, the audience is already there.
Willow didn’t turn Novus Projects into a marketing machine. It simply removed friction and allowed social media to support the business instead of competing with it.
