Is Instagram the new window to luxury real estate?

The social network Instagram has been part of the communication strategy of luxury real estate agencies for several years now. Indeed, it's been common to see prestigious properties on the Instagram news feed since the health crisis in 2020. This social network is made up of more varied profiles (users between the ages of 25 and 54) interested in this content. These agencies have therefore adopted a new marketing strategy that has enabled them to maintain contact with their clientele.

As far as luxury agencies are concerned, in addition to the visibility that Instagram enables, this network offers considerable advantages. "As well as showcasing properties and highlighting them, we sell the lifestyle that goes with them," explains Alexander Kraft, CEO of Sotheby's International Realty France - Monaco. It's also becoming easier for agencies to inform customers about potential new offers, but also to promote their image by targeting customers more effectively thanks to the statistics provided by Instagram.

The current development of this aspect of marketing has already borne fruit: the matchmaking between buyers and sellers on this network is gaining momentum and has already resulted in real transactions.

Read the full article here.