- Real estate influencers: how your brand can work with them for maximum profit (+ top 10 real estate influencers profiles)
- Published 20/09/2024
- 8 min Read
- Written by Anastasia Zaichko
Table of contents
Real estate influencers, property influencers, or just “propfluencers” — meet the new rock stars of the real estate industry! They are not just changing the game — they’re completely rewriting the rules of how properties are marketed and sold today, when the older have already forgotten about newspapers and the young may have never seen them at all, turning all the attention to the Internet. With the unstoppable rise of social media, these influencers have harnessed platforms like Instagram, YouTube, and TikTok to create dynamic and engaging content that captures the essence of properties and lifestyle aspirations like never before.
But it’s not just about pretty pictures and smooth video tours. Real estate influencers are becoming indispensable partners in the marketing strategies of brands big and small. They bring authenticity, deep market insights, and a loyal following that trusts their judgment and expertise. Whether it’s a cozy cottage or a sprawling urban complex, they know how to showcase properties in a way that resonates with their audience, making them critical players in the real estate market. The Famesters agency experts are here to help you understand how these trendsetters are making waves and why they should be a key part of your next marketing blitz!
Are real estate influencers actually that influential?
Who are real estate influencers?
Picture someone who not only knows the ins and outs of real estate but also how to spin that knowledge into engaging, clickable content. Property influencers are the charismatic personalities lighting up social media feeds with everything from luxurious property walkthroughs to down-to-earth advice on snagging the perfect home. They’re not your typical salespeople; they’re storytellers, trendsetters, and trusted advisors all rolled into one.
Current trends: video is king!
The real estate world has seen a massive shift from static images to dynamic, eye-catching video content. Why read about a stunning ocean view when you can experience a sunset through a video tour, right from your screen? Property influencers are leading this charge, using platforms like Instagram Stories and Reels, YouTube, and TikTok to bring properties to life. They’re getting creative with drone shots, 360-degree videos, and even virtual reality experiences that make you feel like you’re walking through the front door. It’s not just about showing spaces; it’s about telling the story of a potential home.
The power of personal touch
In a world where everyone’s fighting for attention, personalized engagement has become the secret weapon for real estate influencers. They’re chatting with followers, responding to comments, and making their audience feel like part of a community. This personal touch not only builds a loyal following but also establishes trust — essential when making one of the biggest purchases of your life.
Source: Sprout Social
Marketing magic: expand, engage, and excite
Here’s the scoop: working with real estate influencers can bring your brand into new heights. These pros know how to amplify your message, pulling in an audience you might not reach otherwise. This is about sparking real conversations and excitement around your properties. Influencers build trust through transparency and relatability, which in turn drives sales. They’re not just selling a home; they’re selling a dream, and they’re making it look like a dream you can step right into.
Ready to see how these influential figures can actually help grow your brand and increase sales? Stick around as we move further to the strategies that make them your brand’s new best friend in the real estate game!
How to identify the right real estate influencers for your brand
Find your brand’s buddy
First things first, not every cool influencer out there is the right match for your brand. You’ve got to find someone who fits like a glove with what you stand for. Imagine pairing a luxury property brand with an influencer who’s all about budget DIY home fixes — doesn’t quite click, right? Learn what potential influencers are all about — their style, values, and the crowd they attract. This alignment is key to making your partnership believable and, most importantly, effective! Or you can simply delegate the task to the Famesters agency professionals with 7+ years of experience, and we will handle the entire influencer selection process for you.
Engagement rate vs. follower count: quality over quantity!
Now, let’s talk numbers — but not the ones you think! While it’s tempting to go for influencers with followers in the millions, hold up and check out how engaged their audience is. Do they comment, share, and really connect with the content? That’s the gold! An influencer with a smaller, but super engaged audience can have a much bigger impact than one with tons of followers who don’t care much about what’s being posted.
Source: Sprout Social
Specialization and reach: niche is your friend
Are you selling swanky downtown condos or charming country homes? Pin down influencers who specialize in your niche area. They’ll know exactly how to showcase your properties because they speak the language of your ideal clients. This targeted approach means your marketing efforts go straight to the heart of your desired audience, no detours!
Strategies for collaborating with real estate influencers
Content co-creation: teamwork makes the dream work
Get creative together! Collaborating on content can lead to some fresh and exciting ideas that resonate with potential buyers. Whether it’s a behind-the-scenes tour of a new listing or tips on styling homes for sale, working directly with influencers can spark content that feels genuine and will keep viewers coming back for more. At the Famesters agency, we always consult influencers and help them come up with the best ideas and the pieces of content that fit our client’s goals perfectly.
Event sponsorships: making a splash!
Got an open house or a launch event? Get influencers on board to amp up the buzz. They can spread the word to their followers and even show up to bring some star power. It’s a win-win: your event gets more exposure, and the influencer’s content gets a fresh, real-world twist.
Exclusive deals: sweeten the deal
Who doesn’t love a special offer? Give influencers an exclusive deal or promo code to share with their followers. It’s a great way to drive sales and also track how effective the partnership is. Plus, exclusive offers make followers feel like VIPs, which is always a good thing!
Long-term partnerships vs. short campaigns
Think about what you want out of this relationship. Is it a quick boost for a new launch, or are you looking to build a lasting connection with your audience through this influencer? Long-term partnerships mean the influencer becomes closely associated with your brand, which can drive deeper trust and loyalty. On the flip side, short campaigns can be a great way to create a buzz quickly, especially around specific promotions or events. But for now, most of the advertisers prefer long-term partnerships with influencers — actually, 61% of them do.
Source: The Famesters influencer marketing report
Choose your strategies wisely, keep it real, and watch your real estate brand thrive with the right influencer by your side!
Overcoming challenges in real estate influencer partnerships
Clear contracts, happy partnerships
When you’re kicking off a partnership, make sure everyone’s clear on what’s expected. What do you need from your property influencer — cool posts, thoughtful videos, jaw-dropping pics? And by when? And what results do you expect? Also, how are they getting paid? Nailing down these details in a contract keeps things smooth and avoids those “I thought you meant…” moments.
Here’s an influencer contract template crafted by the Famesters agency expert — it will help you come up with your own influencer contract faster and make sure you remember to include all the vital things. And it’s free!
Also read this article to get more details about influencer agreements: How to write an agreement for an influencer marketing campaign.
Keep your eyes on the prize: monitoring performance
So you’ve launched an awesome influencer campaign, but how do you know it’s striking the right chord? It’s all about the follow-up! Use tools like social media analytics to see how many consumers are checking out your content. Keep an eye on sales or visits to your site from the influencer’s posts — basically, monitor the KPIs are doing. Adjust your strategies based on what’s actually working and what’s just wasting your budget.
Playing by the rules: navigating compliance
Staying on the right side of the law is non-negotiable. Make sure all influencer content is aligned with advertising laws and social media platform rules. That means no misleading claims or forgetting to mention #ad when there’s money involved. It’s all about transparency — keeping things clear and clean not only keeps you out of trouble but also builds trust with your audience.
Here you can learn how our legal department works, for example: Legal and compliance at the Famesters agency.
With these pointers, you’re set to dodge the pitfalls and make your real estate influencer partnerships all kinds of successful.
Top 10 real estate influencers to consider
Grant Cardone (Instagram, YouTube)
Grant Cardone stands as a titan in the real estate world, overseeing a portfolio exceeding $2 billion. As a prolific author and powerful speaker, he uses platforms like Instagram to share motivational insights and real estate investment tips, encapsulating his journey from modest beginnings to a real estate mogul. He has engaged in notable partnerships with major brands, leveraging his substantial social media presence.
Ryan Serhant (Instagram, YouTube, LinkedIn)
Starting in real estate after leaving an acting career, Ryan Serhant is now a prominent figure in real estate, recognized from Bravo’s “Million Dollar Listing New York.” He leads Serhant., a comprehensive real estate brokerage that integrates various services. His social media is a blend of luxury property tours and professional insights, making strategic partnerships with upscale brands.
Tracy Tutor (Instagram)
Tracy Tutor, a top Los Angeles real estate agent featured on “Million Dollar Listing Los Angeles,” is known for her strong negotiation skills in the luxury market. Her social media mixes professional advice with a glimpse into her personal life, emphasizing her role as a trailblazer for women in real estate.
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Fredrik Eklund (Instagram)
Fredrik Eklund, recognized from “Million Dollar Listing New York,” is celebrated for his vibrant personality and high-profile real estate deals. His social media channels are an energetic showcase of his life and work, including his book promotions and real estate ventures.
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Josh Altman (Instagram)
Based in Beverly Hills, Josh Altman, featured on “Million Dollar Listing Los Angeles,” handles luxury real estate with a dynamic selling style. His social media platforms are an exhibition of high-end properties mixed with personal snapshots, helping to cultivate a brand that appeals to a young, energetic audience.
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Graham Stephan (YouTube, Instagram)
Graham Stephan, a real estate investor and YouTube influencer, began his career at 18 and quickly became a millionaire. His channels focus on financial literacy, real estate investment, and personal finance, offering transparent and educational content that has garnered a massive following.
Barbara Corcoran (Instagram)
Barbara Corcoran is known for her role on ABC’s “Shark Tank” and as the founder of The Corcoran Group. Her content is a rich blend of entrepreneurial tips, real estate investment strategies, and motivational posts, making her a highly respected figure in business and real estate circles.
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Mauricio Umansky (Instagram)
Founder of The Agency, Mauricio Umansky is celebrated for his innovative approach to luxury real estate. His content often features high-end properties and insights into the luxury market, appealing to an affluent audience and making him a prime figure for partnerships with luxury brands.
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Nicole Beauchamp (Instagram, TikTok)
Nicole Beauchamp, based in New York City, offers a sophisticated mix of luxury market insights and high-end property showcases. Her expertise in the New York real estate market is complemented by her appreciation for the city’s architecture and history.
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Ari Reid (Instagram, YouTube, TikTok)
Known as the Queen of Secret Properties, Ari specializes in high-end, off-market properties in London. Her engaging content provides an inside look at some of the most exclusive real estate, paired with her sharp insights into the luxury market.
@arireidproperty 📍Vicarage Gate
Some final words
The real estate industry may seem more traditional than some others like FinTech or Gaming, but in the end it exists in these modern times where consumers are almost always online and search for advice from the people they trust. And real estate influencers are among such people. Real estate influencer marketing it’s not just about listings and sales, it’s about creating stories that stick and connections that count.
So, what are you waiting for? Pick the influencers that vibes with your brand, and watch the magic happen. Get ready to light up your presence in the market. For professional assistance, reach out to the Famesters agency team via [email protected]! Let’s team up and make some noise together! Your next big move is just an influencer away.
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