Advertisers Are Spending More on Social Media Influencers, But Will They Sell Real Estate?

This article describes how some landlords are beginning to leverage the popularity of social media influencers on Instagram and Facebook for the benefit of their real estate holdings. For instance, Two Trees, a large owner of new residential buildings in Brooklyn, has hired actress/writer Tavi Gevinson to promote one of their buildings. This is an interesting development because the real estate industry has not typically been an adopter of trends in digital advertising and social media that cater to mass audiences, because the payoff is difficult to measure. Advertising efforts are more often targeted at people with a demonstrated intention to rent or buy, or lease space from a commercial perspective - in other words, companies advertise mostly in real estate publications or websites.  It will be interesting to see how this development unfolds and if the effort on Two Trees part pays off.  With such a mass audience for such a limited amount of units, it could be worth it if it leads to even only a few new renters/buyers. Residential landlords in New York will surely be watching this closely to see if they should follow suit.

https://therealdeal.com/2018/03/19/advertisers-are-spending-more-on-social-media-influencers-but-will-they-sell-real-estate/