Customer LOVE story · Huoneistokeskus

Six months, five times the posts, and six times the reactions

Marina Salenius started publishing with Haamu in March 2026. In the six months since, she has published five times as many posts as in the six months before, and they have drawn six times the reactions.

6.3x

Reactions

582 → 3,645 in six months

Posts published

28x

Comments

Marina Salenius

CEO and partner, Huoneistokeskus

Huoneistokeskus is the oldest national real estate chain in Finland. The CEO had a lot of things to say about the housing market, but no time to write them down.

Marina Salenius started publishing on LinkedIn with Haamu in March 2026. In the six months since, she has posted five times as often, drawn six times the reactions, and the best-performing post of the whole period was on the exact theme she named as the most important when discussing her strategy.

About the customer

Huoneistokeskus is a real estate brokerage firm that helps clients buy, sell, and rent residential properties, vacation homes, and commercial spaces across Finland.

Founded 1953. Finland's oldest national real estate chain.

Nationwide. Homes, holiday properties and commercial space.

Marina Salenius has led it since Jan 2025.

Where it started

Marina started the way every Haamu customer starts: a session on the business goals first, and her LinkedIn strategy built from those.

Five goals came out of it. 👇

Building thought leadership in the housing market

Raising her profile as an interpreter of the market, someone who can read the data more deeply than surface-level headlines.

“The media keeps drumming out that prices are falling and the market is stalling. But Finland is very differentiated these days, so something that shows up in the statistics as a decline may not actually be one.”

Growing media visibility

Getting more invitations to comment as an expert, and being the one who gets called when a real view of the housing market is needed.

Agent recruitment and respect for the profession

Attracting good agents to Huoneistokeskus by showing understanding of the work and appreciation for it. Agents are a critical audience, because the industry competes for people as well as for clients.

“You need law, you need marketing, and above all you need to be able to work with people. It's a genuinely demanding job. I respect every single one of our agents who can close deals, and I want to talk about that.”

Bringing out Huoneistokeskus's history and credibility

Using the 70-year history, founded in 1953, and the position as Finland's oldest national real estate chain.

Standing out

Showing up authentically, humanly and with depth. Not the star-agent style, but the everyday one.

Primary audience

Real estate agents, both those already at Huoneistokeskus and those it wants to recruit.

Secondary audience

The professionals and partners around the housing trade, and the buyers and sellers who follow the market closely.

The themes

Huoneistokeskus produces a market review every month, which gave Marina a steady supply of real data to interpret. Alongside it: the value of an agent's work, lighter facts about how Finns actually live, and the company's own history.

What she WANTED AND WHAT not

No daily posting for its own sake, no content that looks like a machine made it, no star-agent image.

We agrreed on three good posts a week rather than excessive volume. 🤝

The process

How does it work?

After the strategy session, the month looks like this.

Step 1

She talks

One recorded interview a month with her own ghostwriter, about what she is seeing, arguing with and learning.

Step 2

She reviews and approves

The interview comes back as a month of posts in her own voice, built from her own words. Nothing is scheduled before she has approved it.

Step 3

The posts go out

Haamu publishes them on schedule, three times a week. Marina answers her own comments.

Step 4

The next month builds on it

Between interviews, her haamu watches what actually landed: which topics got traction, what the comments were asking about. That, together with her own strategy, shapes the brief for the next recording. Marina can follow the same numbers in the Haamu platform whenever she wants.

SEE THE PROCESS IN MORE DETAIL

The numbers

What six months did

Marina had been on LinkedIn for years before March 2026, posting every now and then. The chart compares the six months before she started with Haamu against the six months since.

Key figures

The 6 months before Haamu vs. the 6 months with Haamu

Posts published · 5x

6 months before

6 months with Haamu

Reactions · 6.3x

6 months before

582

6 months with Haamu

3,645

Comments · 28x

6 months before

6 months with Haamu

252

125k

In six months, Marina's posts have been seen 124,663 times. That is what three posts a week, every week, adds up to.

What worked

The post that proved the strategy

The best-performing post of the whole period went out in her first month, on 19 March 2026. It was the agent-appreciation theme she had named in the strategy session.

“A real estate agent's job is still undervalued in Finland. Suomen Kuvalehti's ranking study listed the 400 most respected professions, and real estate agent was not on the list at all. That is astonishing.”

143

Reactions

5.4%

Post engagement rate

From the inside

What it felt like

Marina is straightforward about the start being hard work.

“The first time I genuinely panicked, about the posts and about having to review them. Now it's fine.”

The feedback that matters most came from her own agents, who are the audience the strategy put first:

“People have clearly noticed I've become active. A few of our agents have said the posts are really good, and that they look and sound exactly like me.”