← Sard Studio Blog
PLAYBOOK · JUNE 2026

The "Tower of the Week" template.

By Mohammed Al-Suwaidi · 5 min read · Updated June 1, 2026

The single most repeatable content format for any Doha real estate agency on Instagram. We use it for our own clients. We're publishing the template here in full so any Qatar agency can run it.

Why it works

Real estate buyers research buildings before they research units. A buyer interested in The Pearl might be deciding between Porto Arabia, Viva Bahriya, and Abraj Quartier. By owning "Tower of the Week" content, you become the de-facto reference for that tower in Doha's IG search.

Lusail's 8 bellwether towers + The Pearl's 11 major buildings + West Bay's 6 = 25 towers. That's 25 weeks of content from a single repeatable format.

The 3-post format (one tower, one week)

Post 1 — Monday — The "Hook" Carousel (5 slides)

SLIDE 1: Cover. Tower name + "Why this tower matters." SLIDE 2: One key stat. Yield, foot traffic, occupancy, or transaction volume. SLIDE 3: The "vibe." One paragraph describing the building's character. SLIDE 4: One specific feature. Marina access. Penthouse views. School proximity. SLIDE 5: CTA. "Want a unit here? DM '[tower-name]' for current listings."

Post 2 — Wednesday — The "Walkthrough" Reel (30 sec)

0:00-0:03 Hook shot — exterior of the tower at golden hour 0:03-0:10 Lobby walk-in 0:10-0:18 Elevator + corridor 0:18-0:25 Unit walkthrough (kitchen, living, balcony view) 0:25-0:30 CTA card with tower name + DM instruction

Post 3 — Friday — The "Story" Stack (3 stories)

STORY 1: Quote graphic with rental yield stat. STORY 2: Behind-the-scenes — "shooting our Tower of the Week" STORY 3: Poll sticker — "Would you live here? YES / NO"

Bilingual variation

For maximum reach in Doha, run the format twice: same week, same tower, alternating Sunday-Tuesday-Thursday for English-led posts and Monday-Wednesday-Friday for Arabic-led posts. Same content, two language voices, double your reach.

How to measure

Track 4 numbers per Tower of the Week:

  1. DM keyword triggers — how many people sent the keyword (e.g., "MARINA")
  2. Saves on the Reel — buyers who saved for their spouse
  3. Profile visits — new audit traffic
  4. Bio link clicks — if your bio links to a brochure
DON'T HAVE TIME?

We run Tower of the Week for you.

1,800 QAR/month. Pick the towers, we produce the content, you post. Free pilot for the first tower.

WhatsApp +974 60018181

← Read more on the Sard Studio Blog