The HMM Index · Real estate · Instance 01 · Instagram
The Real Estate Index, Instagram
Living competitive intelligence for Canadian private real estate investment. Five of eight firms, because three have no account. 68 posts analysed across the last 30 days, scraped live on 24 September 2026.
Two changes to who is on this board, declared here so the movement column can be read honestly. McGillivray Capital enters and is marked a new entry, with no prior score to move against. Marlin Spring leaves the Instagram index after three consecutive cycles at two posts per window; it remains in the LinkedIn index. Starlight, Centurion and Hazelview are no longer carried on this page at all, because none of them operates a corporate Instagram account and this page now tracks only firms that do.
Resonance and Distribution are percentile pillars, scored against the other firms in the window. Changing the roster therefore re-ranks everyone, and part of every score change below is the new constituent rather than the firm's own marketing. Cycle 004 is the first clean comparison against this board.
Category pulse
The scoreboard
Five accounts ranked by Instagram Index Score, with movement against cycle 002 where a prior score exists. A different instrument from the LinkedIn index: Resonance uses engagement rate, Intent uses comment to like, and Distribution honesty uses peak plays divided by followers where lower is better, because unbought reach is the honest signal.
| Account | Score | Followers | Posts | Mix | Median likes | Med comm | Like/play | Peak | Flag | Top post |
|---|---|---|---|---|---|---|---|---|---|---|
| McGillivray Capital
@mcgillivraycapital
BOUTIQUE |
65 new entry |
503 | 6 | 2R·4C | 10 2.0875% ER |
0 | 5.30% | 1.0x | ORGANIC | 21 |
| Pier 4
@pier4ltd
BOUTIQUE |
56 #2, up 2, +25 |
675 | 17 | 1R·10C·6S | 5 0.7407% ER |
0 | 2.45% | 0.5x | ORGANIC | 51 |
| Skyline
@skylinegroupofcompanies
MID |
44 #3, down 2, -31 |
2,243 | 9 | 4R·5S | 21 0.9362% ER |
0 | 4.35% | 0.4x | ORGANIC | 41 |
| Lankin
@lankin_investments
MID |
36 #4, down 1, -20 |
3,994 | 12 | 2C·10S | 4 0.1002% ER |
0 | no video | no video | ORGANIC | 10 |
| Equiton
@equitoninc
MID |
31 #5, down 3, -26 |
18,231 | 24 | 13R·11C | 12 0.0686% ER |
0 | 1.99% | 0.1x | ORGANIC | 35 |
McGillivray Capital debuts at the top on 503 followers. The score is arithmetically correct: the highest engagement rate on the board at 2.087 percent, 10.5 median likes, and a comment to like ratio of 7.58 percent built on five comments across six posts. Two things you should weigh against it.
First, six posts is one post above the cadence floor. A firm needs five to enter pooled medians at all. This is the thinnest qualifying sample on the board and its median will move more than anyone else's next cycle.
Second, and more important, this account has live paid distribution that this page's flag column cannot see. Two Meta ads went live on 18 September under the advertiser name Scott McGillivray, promoting an in-person investor event, running on Instagram among other placements. The Distribution pillar measures peak plays over followers on the firm's own handle, so spend routed through a founder's personal page is invisible to it. The ORGANIC flag on that row means no push was detected on this handle, and it does not mean no money is being spent. That distinction is the whole reason this index publishes its method.
The entire category produced 17 comments across 68 posts in thirty days. Intent is 30 percent of the score and it is built on comment to like ratio, so those 17 comments are moving positions more than anything else on this page. Ten belong to Pier 4, five to McGillivray Capital, two to Equiton. Skyline and Lankin recorded none at all.
That is why Skyline falls to third while posting the second highest engagement rate on the board at 0.936 percent, up from 0.878 last cycle, and why Equiton finishes last on 24 posts, the heaviest publisher in the index. Both readings are correct. Neither would survive a handful of comments landing differently. Treat the ranks as a reading of a very thin signal. Momentum and Consistency pillars enter at cycle 004 and exist to damp exactly this.
What the top of the board is actually doing
Read from all 68 captions and the creative itself. Language and artifacts, not just counting.
McGillivray Capital, number one
Small, personal, and buying reach elsewhere
Six posts, 503 followers, and the two best are named people: a Director and a Senior Associate, both introduced by name and title. A third is a team evening with investors. Three of their six posts drew comments, which in this category is remarkable. The content is doing what the rest of the board keeps proving works, and it is doing it at the smallest scale here. The caveat stands: an investor event is being advertised on Meta at the same time, so treat the organic numbers as organic and nothing more.
Pier 4, number two
The only room with a conversation in it
Last cycle this account recorded zero comments on fifteen posts. This cycle it recorded ten on seventeen and climbed two places. What changed is not craft, it is subject matter: a new Nova Scotia office, a Halifax acquisition, a charity golf day, an intern challenge, a hiring call. Every one of those is news about people. Their median is still 5 likes on 675 followers.
Skyline, number three
Best engagement on the board, third place
Skyline's engagement rate rose this cycle to 0.936 percent, with the highest like per play among the larger accounts at 4.3 percent and 21 median likes on 2,243 followers. It still fell two places, because not one of its nine posts drew a comment and that zeroes 30 percent of the score. Cadence also dropped from twelve posts to nine. The content is not the problem. The silence around it is.
Equiton, number five
The most work for the least return
24 posts in thirty days, the heaviest publisher in the index for a third cycle, and it finishes last. Thirteen reels, eleven carousels, two comments in total, and 12 median likes on 18,231 followers, which is 0.069 percent. Their best post, a presenter led US fund explainer at 35 likes, suggests the format works; one post is a lead to test, not proof. The weekly macro round ups underneath it are still doing nothing, for a third consecutive cycle.
When a ranking swings this hard, find the pillar with the smallest denominator and check it first. Here it is comments: 17 of them, deciding most of the board. A scoreboard is only as stable as its scarcest input, and saying so is what separates an index from a leaderboard.
The vision pass
Everything above came from text and metrics. Nothing above involved looking at a single frame. Eight frames, one per firm. All five Instagram frames were read pixel level this cycle. The three LinkedIn frames are carried from the 5 August sweep and say so.
WINS
Skylinetop post, Q2 performance updateIn frame: A branded title card, not a photograph: the Skyline wordmark and logo centred in white, Q2 2026 in gold above the words PERFORMANCE UPDATE, all of it laid over a darkened diagonal collage of a grocery storefront, a solar array and an apartment block, inside a thin gold rule.
Re-examined this cycle. Their best post of the window at 41 likes, roughly twice their median, and there is not a single person in it. Skyline held first place for two cycles on staff parties and site crews. The post that topped this window is a corporate results card. It still won, and the account still lost the top of the board, which tells you the frame was never the thing carrying them.
WINS
Equitontop post, US fund reelIn frame: A presenter in a pink suit standing at the foot of a wide concrete stair, talking straight to camera, hands open mid sentence. Palm trees and sunlit mid rise apartment blocks behind her, an EQUITON US APARTMENT FUND lockup floating above her head, a burned in subtitle across her waist.
Re-examined this cycle. Last cycle Equiton's best post was a dusk render with no human being in it, and the read was that news beat craft. This cycle the winner is the opposite frame: one person, daylight, direct address, 35 likes against a median of 12.5. Same fund, same story, a face on it. The face is the most visible thing that changed, and the format is now their best performing one. What we observed: one post, one presenter, 2.8x their median. What it may suggest: a person carries this story better than a render does. What to test: a second presenter led post on a different fund story before calling it a rule.
WINS
Pier 4top post, intern challenge carouselIn frame: Three people holding an oversized novelty cheque for 2,500 dollars, the Innovation Challenge prize, under a caption card reading GOODBYE 2026 INTERNS.
Read this cycle. The biggest post in the index at 51 likes, ten times their median of 5, and it also drew two comments. A prop cheque and three named people. Second straight cycle in which a post about their interns is this account's best, and the only frame on the page where something visibly happened to somebody.
WINS
LankinMeet the Team cardIn frame: The same navy MEET THE TEAM template as last cycle, logo top left, ghosted lettering in the background, a cut out headshot of a new director on a gold and white block. The card reads Director, Professional Partnerships. The caption under it reads Director, Strategic Partnerships.
Re-examined this cycle. The template is unchanged, the format is still their best repeatable one at 10 likes against a median of 4, and the job title on the artwork does not match the job title in the caption. That mismatch is the tell. This is a page assembled from components rather than made, which is the same finding as last cycle, now visible at pixel level.
WINS
McGillivray Capitaltop post, Meet the Team carouselIn frame: A MEET OUR TEAM card introducing Paige, Director, Private Capital Markets. A template, not a photograph: name, title, headshot, brand furniture.
Read this cycle. Their best post of the window at 21 likes on 503 followers, and it is the same artifact as Lankin's best repeatable post: a named person on a branded template. Skyline is the exception this cycle: its winning post is a corporate results card with nobody in it, so this is a pattern for the two smallest accounts, not a rule for the board. <b>The two smallest accounts in the index have independently arrived at the same answer</b>, and neither of them found it by making better creative. They found it by putting a person's name on the card.
In frame: Office World Cup watch party: two big screens, flag bunting, colleagues below.
Zero production, pure moment. Their best post of the cycle at 2x their own median. People they know, mid-cheer. Carried from the 5 August LinkedIn sweep.
In frame: Opens on a near-black construction frame, a crane silhouetted over the tower.
The frame breaks every rule, under-exposed and slow, and still pulled 92 likes. A building topping off is a story no studio shot can fake. Carried from the 5 August LinkedIn sweep.
In frame: Polished executive portrait, teal graded, blurred glass corridor behind.
Technically flawless, emotionally inert: exactly their median. Their fund close post on the same page pulled 222. Carried from the 5 August LinkedIn sweep.
All five Instagram frames were read pixel level this cycle. Across the five, the pattern from earlier cycles mostly holds. Four of the five winning frames have a named human being in them. Pier 4, three people and a prop cheque. McGillivray Capital, a director on a team card. Lankin, a director on a template card whose printed job title contradicts its own caption. Equiton reversed last cycle's finding by putting a presenter in daylight where a human free render used to be, and lifted 2.8 times its median doing it. The exception is Skyline's Q2 results title card, with nobody in it, which won its own window and still watched the account fall two places. People beat craft, news beats people, and a template with a name on it beats a polished page with nobody on it.
The creative positioning map
Every axis is a measured number. X, paid push: peak plays divided by followers, log scale, how hard the reach was pushed. Y, resonance: median like per play, whether people who saw it responded. Instagram's view counts are unreliable, so plays are the denominator throughout. Hover any circle.
The entire right half is now empty. For two cycles Pier 4's June reel sat far out on the paid push axis at 183 times its follower base. That post was published on 24 June and the 90 day window now opens on 26 June, so it has aged out of the lookback. Nothing replaced it. Every account on this board now sits at or under one times its own follower count on peak reach.
Top right stays empty for a third cycle: nobody in Canadian private real estate pushes big and lands. The closest thing to an exception is McGillivray Capital, which does buy distribution, but buys it on a different page and for an event rather than for the content, so it never appears on this axis at all. The lane is still open.
Plot your market on these two axes and the strategy writes itself: never out-spend the bought and bouncing corner. Out-resonate it.
The boost ledger
Ratios that resist buying, read together, with the 30 day peak set against the 90 day peak so a single bought spike cannot hide inside a quiet fortnight. Directional flags from public data, never spend receipts.
| Account | Peak / foll | 90 day peak | Comment:like | The read | Flag |
|---|---|---|---|---|---|
| McGillivray Capital | 1.00x 30 day | 1.00x 90 day | 7.58% | Debut cycle. Peak 1.00x in window against 1.00x across 90 days, the highest peak on the board, which costs them the Distribution pillar. Read that alongside the ad library, not instead of it. Two Meta ads for an Ajax investor event went live on 18 September under the advertiser name Scott McGillivray, running on Instagram among other placements. This column measures organic reach on the firm's own handle and cannot see spend routed through a founder's personal page. Nothing here is a contradiction, the two are answering different questions. | ORGANIC |
| Pier 4 | 0.48x 30 day | 6.86x 90 day | 6.21% | The boost signal is gone, and it is worth saying exactly why. The 117,396 play reel that carried a BOOST 183x flag for two cycles was published on 24 June. The 90 day window now opens on 26 June, so it has aged out of the lookback rather than been disproved. Their largest video inside the current 90 days runs 6.86x, and the peak inside this 30 day window is 0.48x. Read this row as the flag expiring, not as the spend stopping. | ORGANIC |
| Skyline | 0.39x 30 day | 0.56x 90 day | 0.00% | Peak 0.39x in window, 0.56x across 90 days, and still the highest engagement rate on the page at a third consecutive cycle. Reach stays proportionate to audience. Nothing here suggests paid distribution. | ORGANIC |
| Lankin | no video 30 day | 0.09x 90 day | no video | No video at all in the window, so there is no 30 day peak to report. The 90 day peak is 0.09x, from a single July reel. Ten statics and two carousels in thirty days on 3,994 followers, and a median of 4 likes. | ORGANIC |
| Equiton | 0.07x 30 day | 0.08x 90 day | 0.61% | Peak 0.07x in window against 0.08x across 90 days, the lowest distribution on the page by a wide margin, on the largest audience on the page. Thirteen reels in thirty days reaching well under a tenth of the follower base is not restraint, it is under distribution. | ORGANIC |
The BOOST 183x flag carried here for two cycles has gone, and it has gone because the post that produced it fell outside the 90 day lookback, not because anything about that spend was disproved. A flag expiring is not a finding, and a clean table is not proof of a clean category.
This cycle illustrates the second half of that sentence. Every row reads ORGANIC, and one of these firms has two verified Meta ads running right now. The ledger measures organic reach on each firm's own handle. It cannot see spend placed from a founder's personal page, it cannot see budget, objective or targeting, and play counts include replays and autoplays. The right output from any row here is a question for that firm's marketing lead, not a verdict.
What good looks like
Provisional bands derived from cycles 001 to 003 of this category, not imported from consumer Instagram. Treat as provisional until cycle 004.
Instagram engagement rate
Read: McGillivray Capital, Skyline and Pier 4 clear the strong band, and they are the three smallest audiences on the board. Equiton and Lankin sit in the bottom half of normal with audiences four to thirty six times larger. The relationship between audience size and engagement rate on this page is not weak, it is inverted.
Comment to like ratio
Read: median comments are zero on four of five accounts. Only Pier 4 at 6.21 percent and McGillivray Capital at 7.58 percent register meaningfully, and both sit above the healthy band, which at these volumes means five and ten comments rather than an engaged following. Skyline and Lankin are at zero. This is the pillar carrying the board and the pillar with the least data behind it.
Peak plays divided by followers
Read: every peak in the index, 30 day and 90 day, is now inside the organic range. The highest is Pier 4 at 6.9x across 90 days. For the first time in three cycles there is no push signal anywhere on this page, which is a statement about what this instrument detects rather than about what the category spends.
Benchmarks are category and size specific, but these three bands work everywhere. Compute them for your market once and every competitor number you see afterwards has context.
Which content themes actually work
Median likes by caption-read theme across all 68 in-window posts. Themes with a single post are folded into the read.
| Theme | Posts | Median likes | Relative pull | The read |
|---|---|---|---|---|
| Development / asset | 9 | 17 | Construction, leasing and acquisition milestones. Joint top, and seven of the nine are Skyline | |
| Culture / people | 11 | 17 | Interns, summer students, staff awards, team evenings. Joint top for a third cycle running | |
| Brand / other | 11 | 10 | Corporate milestones and lifestyle led investor copy. The widest spread of any theme, 1 like to 41 | |
| Team / hire | 4 | 10 | Named director cards and one hiring post. Small volume, above median return, and three of the four drew comments | |
| Investor education | 18 | 6 | Explainer carousels and reels, mostly Equiton and Pier 4, and the most published theme on the page | |
| Market / macro | 14 | 6 | Weekly round ups and rate commentary. Bottom of the table for a third consecutive cycle |
Investor education and market commentary are the two most published themes on the page and the two worst performing. Eighteen explainer posts and fourteen macro posts, both at a median of 5.5 likes, against people and buildings at 17. That is 47 percent of the calendar sitting on the bottom two rows of its own table, which is within two points of cycle 002 and of the LinkedIn index. Three cycles, two platforms, same inversion.
And here is the sharper version of it. Fifteen of 68 posts open with a direct question to the reader, nine from Equiton and six from Lankin. Not one of those fifteen drew a single comment. All 12 posts that did draw a comment were announcements, people or hiring. In this category, asking for engagement does not produce it. Having something to say does.
Count your own last 30 posts by theme, then look at where engagement actually came from. Most brands discover most of their calendar is filled with their weakest theme.
Format
The rule that does not transfer from consumer categories, with a correction this cycle that goes against us.
For two cycles this page said format is not the lever in this category and theme is, on a format gap of a little under two to one against a theme gap of four to one. On this cycle's data that claim no longer holds. The format gap is 14 against 4 median likes, which is 3.4 to one. The theme gap is 3.1 to one. They are now the same size, and if anything format is marginally wider.
What moved it: Equiton shifted thirteen posts into reels, Lankin published ten statics that went almost nowhere, and the roster changed. At sixty eight posts across five firms, a difference of 0.3 between those two ratios is noise, not a ranking. The defensible version is now narrower than what we published before: in this category theme and format matter about equally, and neither rescues a post with nothing to say. A reels-first strategy still loses to a static carrying news. We will hold both ratios against cycle 004 before claiming a direction again.
Campaign watch
What is running right now, read from recurring language and formats across 68 captions, plus verified ad library entries. Each row links to a live example where one exists.
| Account | Signal | What it is | Density | Status |
|---|---|---|---|---|
| McGillivray Capital | Meet the Team carousels | Two named director cards in the window, at 21 and 10 likes against a median of 10.5. Their best post and their third best. The same format that is Lankin's best repeatable post. post | recurring | WORKING |
| McGillivray Capital | Ajax investor event, paid | Two Meta ads live from 18 September under the advertiser name Scott McGillivray, promoting a free in-person passive investing event in Ajax, running on Instagram among other placements. Verified in the ad library, not inferred. The only documented live paid social in this index. | 2 ads | ADS 2 |
| Pier 4 | Intern and employee series | The interns pitching their own ideas to the leadership team pulled 51 likes, ten times their median and the biggest post on the page. Second straight cycle in which an intern post is this account's best. post | series | WORKING |
| Pier 4 | Atlantic Canada expansion | A new Nova Scotia office, a Halifax multi-residential acquisition and a fundamentals post inside six days. Three of the nine posts that drew a comment this cycle sit in this thread. The secondary market thesis has become a real corporate story. post | burst | LANDED |
| Pier 4 | Pier 4 Perspectives: Beyond the Market | A new editorial series announced on 21 September. It earned 1 like and 1 comment. Worth watching rather than judging: a launch post is not a verdict on a series. post | new | TOO EARLY |
| Skyline | SkyDev construction and leasing engine | Seven of nine posts are construction, leasing or acquisition milestones, across Owen Sound, Paradise NL, Hespeler, Belleville and Calgary. The most consistent editorial line in the index. post | recurring | ORGANIC ENGINE |
| Skyline | Quarterly performance video | A Q2 results title card reel, 41 likes, twice their median and their best post of the window. No people in the frame, which is a first for this account's top post. post | quarterly | LANDED |
| Equiton | A Day in the Life, summer students | Three named summer students across Marketing, Investments and People and Culture, at 18, 17 and 18 likes against a median of 12.5. Their most reliable repeatable format and the only one that consistently beats their own median. post | series | WORKING |
| Equiton | Markets in Minutes and macro carousels | Four weekly round ups in the window at 10, 10, 8 and 7 likes on 18,231 followers. Third consecutive cycle in which this is the most published and worst performing thing the account makes. post | weekly | NOT LANDING |
| Lankin | Question led macro statics | Six of twelve posts open with a direct question to the reader. Across all six: zero comments, zero replies, a median of 4 likes. The format is asking for a conversation the audience is not having. post | every other day | CROSS-POST |
| Lankin | Meet the Team cards | One in the window, a new Director of Strategic Partnerships, at 10 likes against a median of 4. Still their strongest repeatable format, and the card's own job title does not match the caption's. post | monthly | WORKING |
A competitor's campaign calendar is reconstructable from public posts: name, message, duration, intensity. The ad library adds the half you cannot see in the feed. Planning next quarter without both for your market is planning blind.
The cohort read
Pooled median engagement rate per cohort, low cadence accounts excluded before pooling.
Mid market fund
pooled median engagement rate
Equiton, Skyline, Lankin
The widest spread on the page still lives inside one cohort: Skyline at 0.936, Lankin at 0.100, Equiton at 0.069. Same cohort, same platform, a fourteen times gap between the top and bottom of it, decided entirely by whether the content is made for the channel.
Emerging and boutique
pooled median engagement rate
Pier 4, McGillivray Capital
Both boutiques now sit above every mid market fund on resonance, on 675 and 503 followers respectively. Between them they hold fifteen of the 17 comments this category produced in thirty days. The smallest audiences on the page are the only ones being answered.
Not on this board
firms tracked elsewhere, not here
Starlight, Centurion, Hazelview, Marlin Spring
Three run no corporate Instagram account at all and are tracked in the LinkedIn index only. Marlin Spring left this board at cycle 003 after three consecutive windows at two posts. Stated here rather than quietly dropped, because an index that changes its constituents without saying so is not worth citing.
Never pool one median across a whole category. A number that mixes an 18,231 follower account with a 503 follower boutique describes nobody.
Outside the category, for scale
One account that is not a real estate firm, shown for comparison only. Wealthsimple is never pooled into any median, percentile or score on this page and does not appear on the scoreboard. It is here to answer a question the ranked table cannot: what does an investor facing Canadian brand look like when the audience actually turns up?
Wealthsimple, reference only
Same country, same investor audience, different planet
243,224 followers, 10 posts in the same thirty day window, a median of 287 likes and a median of 12 comments. Their best post of the window took 2,196 likes. Format mix 4C·3S·3R.
The number that matters
231 against 17
Wealthsimple drew 231 comments on 10 posts. The five ranked real estate firms drew 17 comments on 68 posts in the same window. That is the gap, and it is not a gap in budget or audience size: their engagement rate, 0.118 percent, is lower than three of the five firms on the board. Scale did not buy them a better ratio. It bought them a conversation.
Comparing a fintech to a private REIT on a single score would be dishonest, so this page does not do it. Different category, different audience, an audience roughly fourteen times the size of every tracked firm combined. Its comment to like ratio of 4.18 percent sits inside the healthy band that four of the five ranked firms miss entirely, and that is the only comparison worth drawing: the ceiling in this category is not set by the platform. Somebody in Canadian financial services is getting answered. It is not the real estate firms.
The category story
Native or nothing, and now a second finding underneath it.
The narrative finding of cycle 003
Cycles 001 and 002 said this category is one where the institutions are absent, the mirrors are dying and the natives are winning. That still holds. Lankin still cross posts and sits fourth. Skyline still produces natively and posts the highest resonance of any established firm on the board.
What cycle 003 adds is uncomfortable and worth publishing anyway. The two smallest accounts in the index are the only two being spoken to. Pier 4 and McGillivray Capital hold fifteen of the 17 comments this category produced in a month, on 675 and 503 followers. Skyline makes the best content here and received nothing. Equiton published 24 times to 18,231 people and received two. This is a category where the audience reads and does not reply, and the reference account above shows that is a choice the category is making, not a limit of the platform.
So the instruction is narrow and clear. Distribution cannot be bought on this handle, cannot be mirrored from LinkedIn, and cannot be conjured by asking a question at the end of a caption. Fifteen posts tried that this cycle and got nothing. Every post that drew a reply had the same shape: something actually happened, and a named person was involved.
One brand changing message is noise. The same pattern holding across three consecutive cycles is the market telling you what the channel requires. Watch the pattern, not the post, and watch which pillar of your own scorecard is carrying the movement.
The cautionary tale
The account asking the most questions and receiving the fewest answers.
Lankin Investments, 3,994 followers, 12 posts, 4 median likes
Lankin takes this slot from Marlin Spring, and for the opposite reason. Marlin Spring was punished for silence. Lankin publishes constantly and is met with silence. Twelve posts in thirty days, ten of them statics cross posted from LinkedIn, an audience that grew to 3,994 while the median sat at 4 likes.
Six of those twelve posts end in a question mark. "Is Canada's rental market beginning to show signs of stabilization?" "What's changing beneath the surface?" "As markets evolve, should portfolio construction evolve too?" Across all six: zero comments, zero replies. One post in the window earned zero likes from 3,994 followers. Last cycle three comments lifted them to third; those three did not repeat and twenty points came straight back off.
The one thing that works is the thing they do least. Their single Meet the Team card, a named director, took 10 likes against a median of 4. Their audience will respond to a person and will not respond to a rhetorical question, and the calendar is built almost entirely out of rhetorical questions.
A question mark is not an engagement strategy. If your audience is not already talking to you, asking them to will not start it. Give them something that happened, and a person it happened to.
The full post log
All 68 in-window posts from the five ranked firms, every metric, every link. Pick an account to filter. Hooks are the caption's first line, verbatim, with dashes normalised to commas or to the word "to" between numbers. The downloadable CSV additionally carries the 10 Wealthsimple reference rows, tagged so they can never be pooled by mistake.
| Account | Date | Format | Hook, first line | Likes | Comments | Plays | Link |
|---|---|---|---|---|---|---|---|
| Equiton | 2026-08-25 | Carousel | "Tower 2 is taking shape at Maison Riverain." | 16 | 0 | post | |
| Equiton | 2026-08-25 | Reel | "So, what exactly is US multifamily real estate?" | 17 | 0 | 1092 | post |
| Equiton | 2026-08-26 | Reel | "Can our Creative Director explain what an Asset Manager does?" | 15 | 0 | 1206 | post |
| Equiton | 2026-08-27 | Reel | "Investors often think about diversification across traditional asset classes. But what happens when you start looking beyond them?" | 13 | 0 | 560 | post |
| Equiton | 2026-08-28 | Reel | "Could you explain your coworker’s job without checking LinkedIn first?" | 18 | 0 | 904 | post |
| Equiton | 2026-08-31 | Carousel | "Canada’s economic backdrop strengthened in Q2, with residential investment rising for the first time since Q3 2025." | 10 | 0 | post | |
| Equiton | 2026-08-31 | Carousel | "A full calendar. A growing family. A business to run. A life to enjoy." | 12 | 1 | post | |
| Equiton | 2026-09-01 | Carousel | "A Day in the Life | Clara Roque, Summer Student, Marketing" | 18 | 0 | post | |
| Equiton | 2026-09-01 | Carousel | "The sweaters come out. Stadium lights turn on. And the drive home after dropping them at campus feels a little quieter than it used to." | 10 | 0 | post | |
| Equiton | 2026-09-02 | Reel | "Lindsay’s role has a lot of moving parts. Tara attempts to name a few!" | 13 | 0 | 903 | post |
| Equiton | 2026-09-03 | Carousel | "A Day in the Life | Daniel Dillabough, Summer Student, Investments" | 17 | 0 | post | |
| Equiton | 2026-09-04 | Reel | "What if Friday wasn’t the finish line?" | 11 | 0 | 424 | post |
| Equiton | 2026-09-08 | Carousel | "A Day in the Life | Jacqueline Fraser, Summer Student, People & Culture" | 18 | 0 | post | |
| Equiton | 2026-09-08 | Carousel | "Canada’s real estate signals were mixed last week. Growth improved in Q2, but jobs, housing starts, and trade costs kept pressure on the near-term ba..." | 10 | 0 | post | |
| Equiton | 2026-09-09 | Reel | "One property. One tenant. One source of rental income." | 14 | 0 | 622 | post |
| Equiton | 2026-09-10 | Reel | "Your time is valuable. Your investment strategy should leave room for it." | 10 | 1 | 502 | post |
| Equiton | 2026-09-12 | Reel | "Why consider apartments as an asset class?" | 35 | 0 | 577 | post |
| Equiton | 2026-09-14 | Carousel | "Markets in Minutes: What changed in real estate during September 7 to 11?" | 8 | 0 | post | |
| Equiton | 2026-09-15 | Reel | "Real estate investing doesn’t always have to mean doing it all yourself." | 10 | 0 | 512 | post |
| Equiton | 2026-09-16 | Reel | "A building can tell you a lot." | 6 | 0 | 548 | post |
| Equiton | 2026-09-17 | Reel | "What could you do with a little more room in your day?" | 19 | 0 | 558 | post |
| Equiton | 2026-09-21 | Carousel | "The latest available figures show inflation held steady in August, while rent inflation moved higher. Building permits and housing starts softened, r..." | 7 | 0 | post | |
| Equiton | 2026-09-22 | Reel | "Real estate investing can sound pretty straightforward... until you start asking questions." | 10 | 0 | 228 | post |
| Equiton | 2026-09-23 | Carousel | "When you picture slowing down, how many years away is it?" | 9 | 0 | post | |
| Lankin | 2026-08-25 | Static | "If access is no longer the barrier, what should advisors be evaluating next?" | 2 | 0 | post | |
| Lankin | 2026-08-28 | Carousel | "A target return is only part of the story. The assumptions behind it matter too." | 5 | 0 | post | |
| Lankin | 2026-09-01 | Static | "Is Canada’s rental market beginning to show signs of stabilization?" | 4 | 0 | post | |
| Lankin | 2026-09-02 | Static | "We’re pleased to introduce Haider Anees, Director, Strategic Partnerships at Lankin Investments." | 10 | 0 | post | |
| Lankin | 2026-09-04 | Static | "Two housing signals are moving at the same time, and they’re worth watching." | 4 | 0 | post | |
| Lankin | 2026-09-09 | Static | "What’s changing beneath the surface of Canada’s multi-family market?" | 2 | 0 | post | |
| Lankin | 2026-09-10 | Static | "A multi-family investment is more than the property. What’s behind it matters. 🏢" | 5 | 0 | post | |
| Lankin | 2026-09-11 | Static | "As markets evolve, should portfolio construction evolve too?" | 4 | 0 | post | |
| Lankin | 2026-09-15 | Static | "Three-bedroom purpose-built rentals recorded a 0.4% year-over-year decline in asking rents in June, compared with a 9.5% decline for studio condos, a..." | 3 | 0 | post | |
| Lankin | 2026-09-16 | Carousel | "Canada’s rental market is showing some important shifts. What should multi-family investors be watching? 🏢" | 7 | 0 | post | |
| Lankin | 2026-09-18 | Static | "Can a strong market quietly change the portfolio you originally built?" | 0 | 0 | post | |
| Lankin | 2026-09-22 | Static | "The spread between multi-family cap rates and 10-year Government of Canada bond yields has widened. What can that tell us?" | 4 | 0 | post | |
| McGillivray Capital | 2026-08-25 | Carousel | "Meet Paige, Director of Private Capital Markets at MCP." | 21 | 0 | post | |
| McGillivray Capital | 2026-08-28 | Reel | "A look back at an evening spent connecting with investors, partners and the MCP team." | 12 | 2 | 502 | post |
| McGillivray Capital | 2026-09-02 | Carousel | "Our investors don’t need to follow every shift in the market - that’s our job. We keep a close eye on what’s happening in real estate and the broader..." | 6 | 0 | post | |
| McGillivray Capital | 2026-09-04 | Reel | "Market in a Minute ⏱️" | 11 | 1 | 134 | post |
| McGillivray Capital | 2026-09-10 | Carousel | "Investing comes with questions. We’re here to make the answers easier to understand." | 6 | 0 | post | |
| McGillivray Capital | 2026-09-18 | Carousel | "Meet Aiden Prette. Our Senior Associate, Private Capital Markets at MCP." | 10 | 2 | post | |
| Pier 4 | 2026-08-26 | Carousel | "Our second annual Pier 4 Charity Classic brought together 144 golfers from across the industry for a day of golf, connection, and community impact." | 27 | 1 | post | |
| Pier 4 | 2026-08-27 | Carousel | "We have opened a new office in Nova Scotia!" | 12 | 1 | post | |
| Pier 4 | 2026-08-28 | Carousel | "Before saying goodbye, our interns took part in our 2nd annual Innovation Challenge, pitching their own ideas directly to Pier 4 leadership. A great..." | 51 | 2 | post | |
| Pier 4 | 2026-08-31 | Carousel | "Pier 4 is excited to announce the acquisition of a multi-residential property in Halifax, Nova Scotia!" | 12 | 2 | post | |
| Pier 4 | 2026-09-01 | Static | "Atlantic Canada continues to offer some of the strongest fundamentals in Canadian multi-residential, and it now accounts for roughly a quarter of our..." | 10 | 0 | post | |
| Pier 4 | 2026-09-02 | Carousel | "Due diligence on a private REIT starts with the right questions." | 4 | 1 | post | |
| Pier 4 | 2026-09-03 | Carousel | "Return of Capital (ROC) is a portion of your distribution that represents your own invested capital being returned to you, not investment profit." | 4 | 0 | post | |
| Pier 4 | 2026-09-04 | Static | "Happy Labour Day from the Pier 4 team! Wishing you a restful and enjoyable long weekend." | 5 | 0 | post | |
| Pier 4 | 2026-09-09 | Static | "The questions advisors ask about private REITs have changed. It’s less about what they are, more about how they hold up." | 2 | 0 | post | |
| Pier 4 | 2026-09-10 | Carousel | "WE’RE HIRING!" | 6 | 2 | post | |
| Pier 4 | 2026-09-11 | Reel | "We sat down with two Analysts from our Investments team and our Director of Asset Management to talk about how Pier 4 evaluates deals and drives valu..." | 8 | 0 | 327 | post |
| Pier 4 | 2026-09-14 | Static | "The Pier 4 Employee Award is a quarterly initiative recognizing outstanding employees who embody our core values of Professionalism, Integrity, Excel..." | 11 | 0 | post | |
| Pier 4 | 2026-09-16 | Carousel | "Canadians are continuing to move out of Toronto and into more affordable secondary markets." | 4 | 0 | post | |
| Pier 4 | 2026-09-17 | Carousel | "Adjusted Cost Base (ACB) is the running cost base of your units, used to calculate your gain or loss when you sell." | 3 | 0 | post | |
| Pier 4 | 2026-09-18 | Carousel | "Canadians are paying more in tax than ever before, and it’s eating into family savings." | 0 | 0 | post | |
| Pier 4 | 2026-09-21 | Static | "We're launching something new, Pier 4 Perspectives: Beyond the Market." | 1 | 1 | post | |
| Pier 4 | 2026-09-23 | Static | "Canada’s future starts with what we build, what we grow, and the ideas we choose to support." | 1 | 0 | post | |
| Skyline | 2026-08-25 | Static | "Skyline Industrial REIT continues to see strong leasing momentum across its portfolio." | 17 | 0 | post | |
| Skyline | 2026-09-01 | Reel | "Our Q2 performance video is live!" | 41 | 0 | 484 | post |
| Skyline | 2026-09-02 | Reel | "SkyDev Construction Update: Construction continues to make strong progress at Baycrest Apartments in Owen Sound." | 17 | 0 | 463 | post |
| Skyline | 2026-09-03 | Reel | "To celebrate another successful season with our student program, we’re highlighting the talented students who joined us this summer." | 33 | 0 | 883 | post |
| Skyline | 2026-09-15 | Static | "Construction at 1641 Topsail Road in Paradise, NL continues to make strong progress." | 18 | 0 | post | |
| Skyline | 2026-09-17 | Static | "Located in the heart of Hespeler and overlooking the Grand River, Riverview Apartments is a 153-suite rental community that combines modern amenities..." | 21 | 0 | post | |
| Skyline | 2026-09-21 | Static | "Skyline Clean Energy Fund has completed a landmark acquisition, adding 76 MW/DC (megawatts of direct current) of capacity across Ontario and increasi..." | 34 | 0 | post | |
| Skyline | 2026-09-22 | Reel | "SkyDev Construction Update, We’re pleased to share that construction is now complete at Terra Apartments in Belleville, ON." | 21 | 0 | 424 | post |
| Skyline | 2026-09-23 | Static | "We are pleased to announce the successful lease of our 498,618-square-foot industrial property at 6600 72nd Avenue SE in Calgary under a five-year le..." | 12 | 0 | post |
Frequently asked
Why did the roster change at cycle 003?
McGillivray Capital was added as a Canadian private real estate investment firm with an active investor facing account. Marlin Spring was removed from the Instagram index after three consecutive windows at two posts, which capped its score every cycle and told readers nothing new; it remains in the LinkedIn index. Starlight, Centurion and Hazelview are no longer carried on this page because none runs a corporate Instagram account. Because Resonance and Distribution are percentile pillars, a roster change re-ranks every firm, so part of each score change this cycle reflects the new constituent rather than the firm's own marketing. Cycle 004 is the first clean comparison.
Why is the number one account flagged ORGANIC when it is running ads?
Because the flag measures a specific thing and says so. BOOST and PUSH come from peak plays divided by followers on the firm's own handle. McGillivray Capital's two verified Meta ads, live from 18 September, run under the advertiser name Scott McGillivray, a separate page, so their delivery never appears as reel plays on the firm's account. The flag is accurate and incomplete, which is why the ad library evidence is published alongside it in campaign watch rather than folded into the score.
Why did four of five accounts move so far in one cycle?
Two reasons, and the honest answer is both. First, the roster changed, and percentile pillars re-rank everyone when a constituent enters or leaves. Second, the Intent pillar is 30 percent of the score and it is built on comments, which are extremely scarce here: the whole category produced seventeen in thirty days. Skyline's engagement rate rose and it still fell two places, because none of its nine posts drew a comment. Every move is arithmetically correct and none is stable. Momentum and Consistency pillars enter at cycle 004 to damp exactly this.
Why is Wealthsimple on the page if it is not a real estate firm?
As a reference only. It is never pooled into any median, percentile or score, it does not appear on the scoreboard, and its rows in the downloadable CSV are tagged REFERENCE so they cannot be mixed in by accident. It is there to show that the engagement ceiling in this category is not set by the platform: a Canadian investor facing brand drew 231 comments on ten posts in the same window that the five ranked real estate firms drew seventeen on sixty eight.
Why like per play rather than like per view?
Instagram's view counts are inconsistently reported and sometimes lower than like counts, which produces impossible ratios. Plays are reported reliably, so every resonance number on this page uses plays as the denominator and says so.
What happened to the Pier 4 boost flag?
It expired rather than being withdrawn. The reel that produced it, 117,396 plays against a then 641 follower account, was published on 24 June 2026. The 90 day lookback for this cycle opens on 26 June, so the post now sits outside the window. Nothing about that spend was disproved. The flag will not return unless a comparable push does.
How does the vision pass work, and what are its limits?
It downloads the opening frame of each firm's top post of the window and reads it pixel level, so the creative findings are independent of the captions and the metrics. All five Instagram frames were read this cycle. Where a frame genuinely cannot be read, this page labels it unreviewed and states the numbers without describing the creative. It does not describe creative nobody looked at.
Is any of the data estimated?
No. Every Instagram number comes from public Instagram data at scrape time on 24 September 2026, every claim links to its source post, and the two advertising entries come from the Meta ad library with their library IDs and start dates visible there. The LinkedIn rows in the downloadable CSV carry their own 5 August scrape date, because LinkedIn is swept on a separate schedule.
Take the dataset with you
The complete cycle 003 post log as one CSV. Every post across LinkedIn and Instagram: 182 rows (104 LinkedIn, 68 Instagram and 10 Wealthsimple reference rows tagged REFERENCE) with brand, cohort, platform, date, format, theme, first line hook, likes, comments, shares, plays and a direct link to the source post. The 104 LinkedIn rows carry a scraped_at of 5 August because LinkedIn is swept on its own schedule; every one of the 68 Instagram rows was scraped fresh on 24 September. The raw material behind every number on this page.
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