Agents As Influencers: How Instagram Has Changed Real Estate Marketing

Social media platforms, especially Instagram, are changing the way people buy everything from fashion to furniture, and now the same can be said for real estate. While buyers used to visit the MLS or sites like Trulia, use apps such as Redfin, or simply search an individual brokerage’s website to view listings—this information is now being delivered directly via social media feeds. The stakes have been raised and real estate marketers are taking content creation to the next level. As a result, they are able to capture the attention of entirely new demographics of clients, including buyers who weren't even looking in the first place.

The Rise Of The Real Estate Influencer

Douglas Elliman agent Melissa Vale doesn’t simply sell real estate, she’s also a blogger and lifestyle influencer, with over 145,000 followers on Instagram. While her feed mostly features beautifully shot and edited lifestyle images, as opposed to specific listings, she says the platform has helped her grow her real estate business. “I initially started growing my social media channel out of a desire to promote my listings and my real estate business in general. All the real estate firms encourage it. My fashion and beauty brand work happened as an extension of this.”There's no denying that social media marketing has a much larger impact than traditional marketing does. Furthermore, it provides data and statistics that print media cannot. “50k unique accounts often see a post of mine, so if I post an apartment or interior, I have the advantage of providing mass exposure (the equivalent of mass magazine circulation),” explains Vale.“And since we know someone has to be exposed to something several times before conversion will happen, you want as many eyeballs on something as possible at any given time.”

Like many influencers, Vale has discovered that connecting with followers and creating a community has positively impacted her business. Her approach is selling a lifestyle which real estate just happens to be a part of. “[People often ask me] anything from my favorite areas in New York, to where I think are the best areas now to invest, how the market is, etc. And those are usually really fun to answer and connect in that way with people all around the world! That’s the best part of social media in my opinion.”

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