The real estate industry is officially joining the influencer marketing party, and it’s not just a guest—it's a headliner. In fact, 63% of realtors are already using social media to promote listings, and now, brands are taking it one step further by partnering with influencers to do the heavy lifting.
It's no longer just about posting pretty pictures of properties—it's about using authentic stories, TikTok dances, and Instagram tours to make people feel like they’re already unpacking in their dream homes.
As AI tools, micro-influencers, and local targeting rise in popularity, real estate brands are finding that influencers offer more than just a pretty face—they provide a personal connection to the audience that can turn a “like” into a sale. With long-term influencer partnerships becoming the new norm, properties are being marketed to the right people in the right way, making the connection feel more organic and less like a hard sell.
Curious how this works in practice? Let’s dive into Opendoor’s “For Life’s New Opportunities” campaign to see just how influencer marketing is reshaping the real estate landscape. Keep reading to find out how this campaign made waves and how others are following suit.
- 1. Opendoor’s Influencer-Driven Campaign: A Smooth Transition to Success
- 2. How Knights Quarter Found Its Voice with Daisy: A Real Estate Influencer Win
- 3. Home Sweet Influencer: Lovell Homes and Jenny's Perfect Fit
- 4. Home Sweet Influenced: Elivia Homes' UGC Campaign That Really Clicked
- 5. Vegan Meals, Show Homes, and First-Time Buyers: How Latimer’s Windsor Apartments Got the Recipe for Success
- Building Tomorrow’s Homes: Key Takeaways for Real Estate Brands
- Frequently Asked Questions
1. Opendoor’s Influencer-Driven Campaign: A Smooth Transition to Success
When Opendoor decided to put its brand messaging to the test, focusing on individuals navigating major life transitions, it tapped into a goldmine of real, relatable storytelling. With the campaign’s theme, “For Life’s New Opportunities,” Opendoor aimed to position itself as the trusted companion for those buying or selling homes during pivotal moments—think new jobs, expanding families, and fresh starts in new cities.
Here’s the thing about home buying: it's a stressful process, especially when you're juggling life changes. Opendoor turned this anxiety into an opportunity by partnering with influencers who had walked the same walk.
The result? Genuine stories that resonated deeply with the target audience, showing that Opendoor’s streamlined service could ease the transition. Authenticity? Check. Relevance? Absolutely.
Strategic Approach Breakdown
- Brand Messaging: "For Life’s New Opportunities" wasn’t just a slogan—it was a rallying cry for people needing reassurance and clarity during transitional moments. Opendoor positioned itself as the answer to life’s uncertain, chaotic moments with a stress-free home buying and selling experience.
- Influencer Selection: Only influencers with personal stories tied to life transitions were considered. This wasn’t about throwing any old influencer into a branded post—it was about choosing people whose experiences would genuinely reflect the brand’s promise.
- Content Distribution: Instagram and Facebook were the go-to platforms for this campaign, and let’s just say, they served up an influencer-fueled feast. From Stories to Reels, content hit every corner of the platform, with trackable CTAs to boot.
- Paid Media Integration: The campaign’s real magic happened when Opendoor took influencer content and repurposed it into TikTok Spark Ads.
Impactful Results
- Impressions: 5.1 million. That's not just a number—it’s the reach of millions of potential customers, all eyes glued to relatable content about life changes.
- Engagements: 438,300. The real star here? An 8.6% engagement rate, far surpassing industry norms. On Instagram, the numbers were even juicier, with 12.3% engagement on regular posts and 10.5% on Reels—both outperforming retail, e-commerce, and lifestyle benchmarks.
- Brand Awareness: Post-campaign surveys showed a notable uptick in Opendoor's brand recognition. Social followers not only interacted with content, but they were also considering Opendoor as a go-to option for their next home purchase or sale.
Why It Worked
The key to Opendoor’s success? Influencer-driven content that wasn’t just about a pitch—it was about personal, relatable storytelling. By tapping into influencers who truly understood the campaign’s theme, Opendoor made the home-buying process seem like the natural next step in life’s new chapter.
Challenges? Oh, they had them. Coordinating so many influencers and content pieces was no small feat. But with Later's platform streamlining everything from creator sourcing to reporting, Opendoor kept the campaign smooth, efficient, and on track.
2. How Knights Quarter Found Its Voice with Daisy: A Real Estate Influencer Win
When you’re trying to sell the idea of shared ownership in a competitive housing market, you need more than a fancy brochure—you need the kind of authenticity that resonates with the target audience.
Enter @mum_abouttown (Daisy), the Instagram-savvy Winchester local who took this challenge head-on. The Oracle Group’s strategic collaboration with Daisy in promoting Knights Quarter was a textbook example of influencer marketing done right.
Campaign Strategy: Local Touch, Real Impact
SNG, the developer behind Knights Quarter, needed a way to communicate the benefits of shared ownership and the development's prime location in Winchester to a younger, more budget-conscious crowd.
The Oracle Group hit the sweet spot by selecting Daisy, a local influencer with a personal connection to the area. The strategy was simple: leverage Daisy’s authenticity and genuine perspective to speak directly to the younger demographic, particularly single parents, who would benefit from affordable housing.
Instagram was the campaign's playground, with posts and stories making the most of Daisy's local influence. Forget glossy, over-polished ads; this campaign went for the relatable, everyday aesthetic with UGC-style visuals shot on an iPhone.
And as if that wasn’t enough to spark interest, new homebuyers were also treated to an incentive— IKEA vouchers—making the prospect of settling into a new home just a little sweeter.
Numbers Don’t Lie
And the results? Daisy’s usual engagement was outdone, with her reel reaching over 7,000 views, 156 likes, and 61 comments. But it wasn’t just the numbers that stood out—her content went beyond her usual follower base, showing that the campaign’s targeting was on point.
Daisy’s personal touch, like exploring the show apartment and hanging out in local hotspots, made her audience feel as though they were part of the experience.
Why It Worked
The key to the campaign’s success was the perfect influencer match. Daisy wasn’t just any influencer; she was a Winchester local who understood the struggles and hopes of her audience. Her relatability translated directly into increased engagement, and her authenticity shone through in every post.
The challenge? Selling a development without sounding too “salesy.” The solution? Raw, unpolished content. Daisy’s iPhone-shot posts and stories gave the campaign a fresh, real vibe—no scripted lines, no forced smiles. Just a genuine exploration of what Knights Quarter could offer.
This campaign wasn’t just about selling homes—it was about building connections. And with Daisy's influence, Knights Quarter found the perfect voice to tell its story.
3. Home Sweet Influencer: Lovell Homes and Jenny's Perfect Fit
When it comes to real estate marketing, one might think the same old "here's our property, buy it" routine still works. But Lovell Homes had a clever twist for their Hollyfield Place campaign— and spoiler alert: it was all about the personal touch. They teamed up with Jenny (@jenshomejournal), a lifestyle and interior design influencer with over 215,000 followers, to show the world just how sweet the journey to homeownership can be.
Strategic Approach: Smart, Local, and Family-Focused
Lovell Homes’ strategy was simple yet brilliant: use an influencer to promote the family-friendly vibe of Hatfield and its new development, with a particular emphasis on their £5,000 interior design incentive for new buyers.
Oracle, the masterminds behind the campaign, knew the key was tapping into Jenny’s relatable content to attract her audience, primarily home-seekers and interior design enthusiasts. And, who better than someone with real-life homeownership experience?
Jenny's content was authentic, accessible, and – let’s be honest – aspirational. She shared her personal journey of buying her first home, noting how Lovell Homes could have saved her a lot of stress during her renovation phase.
The narrative was pitch-perfect for her audience of homeownership hopefuls. No glamorized facades here—just real, relatable content, and that’s exactly what sold it. Jenny's real talk about interior design and buying a home felt like chatting with a friend over coffee. (Except that friend has 215K followers and a killer sense of style.)
Instagram took the spotlight for content distribution—no surprise there. Jenny used Stories and a Reels to walk her followers through her experience. Here’s the genius part: the content was shot using an iPhone, making it feel like a seamless extension of Jenny’s usual, “I’m just a regular person like you” content. It was low-fi yet high-impact, and it worked.
With trackable URLs and UTMs, Oracle made sure the campaign’s effectiveness didn’t fly under the radar. Analytics? They got it covered.
Results: Numbers That Speak Louder Than Words
Let’s talk stats. Jenny’s Instagram Reel alone racked up 107,000 views, 900 likes, 50 comments, and 76 saves.
But the real clincher was the website traffic—283 visits on launch day, which was a solid 10% boost from the previous month. The campaign also saw three conversions, including two brochure downloads and one mortgage submission. So, yeah, this wasn’t just a pretty face in the feed—Jenny was moving the needle.
Ultimately, the campaign hit all the right notes: it’s personal, it’s local, and it’s exactly what today’s family-focused homebuyers are looking for. In other words, it was home run.
4. Home Sweet Influenced: Elivia Homes' UGC Campaign That Really Clicked
When Elivia Homes teamed up with Influenced by Oracle for their latest influencer marketing campaign, they weren’t just looking to show off some pretty properties—they aimed to bring the lifestyle behind those homes to life. The result? A social media campaign that was as seamless as a freshly painted front door, and just as inviting.
Strategic Approach: Show, Don’t Tell
Elivia Homes understood the power of User-Generated Content (UGC) in creating relatable, authentic connections with potential buyers. Their goal was simple but effective: bring the unique lifestyles of their properties—Summerfield Nurseries and Lanthorne Place—to the forefront, using real people to tell the real story.
These developments weren’t just about square footage and modern kitchens—they were about a lifestyle. And what better way to convey that than through influencers who lived it? Influenced by Oracle knew exactly how to make that connection.
For Summerfield Nurseries, influencer Mel June Rose tapped into the beauty of countryside living, highlighting serene gardens, cozy interiors, and the peaceful vibe that buyers in search of tranquility crave. Meanwhile, Lanthorne Place was brought to life by Sarah from @sarahinsurrey, who painted a vivid picture of coastal living with beachside strolls and the charm of nearby town centers.
Both influencers didn’t just showcase homes—they created a narrative that potential buyers could imagine themselves in.
Instagram and Facebook were the perfect stage for this real estate drama, with a mix of Reels and still images to keep things engaging. The addition of paid ads helped drive traffic straight to the Elivia Homes website, ensuring that the content wasn’t just admired, but acted on. This strategy is like hosting an open house, and making sure people actually show up.
Results That Speak for Themselves
The organic results were impressive, with over 3k reach and 75 likes across social media platforms. But it was the paid ads that stole the show. With over 15,000 users reached and a 5.07% click-through rate (CTR)—significantly above the industry average for real estate—it’s clear the campaign wasn’t just good; it was exceptionally well-targeted.
With £0.08 per click, the cost-effective nature of the campaign is worth highlighting. This isn’t just good marketing; this is real estate marketing on a budget, but with premium results.
Campaign Success: The Proof Is in the Metrics
By staying true to the lifestyle messaging, Elivia Homes succeeded in creating genuine connections with potential buyers. Their audience wasn’t just scrolling; they were engaging, clicking, and—most importantly—envisioning themselves in their new home.
The campaign delivered on its primary goal: driving traffic to the website while increasing brand awareness. It also showcased the undeniable power of UGC—when influencers are aligned with your brand’s lifestyle, the results speak for themselves.
So, while influencers are known for their ability to sell a product (or, in this case, a home), this campaign proves that when executed correctly, they can do more than just push sales—they can sell a story, and that’s exactly what Elivia Homes did.
5. Vegan Meals, Show Homes, and First-Time Buyers: How Latimer’s Windsor Apartments Got the Recipe for Success
The Oracle Group’s influencer marketing campaign for Latimer’s Windsor Apartments is a masterclass in mixing lifestyle with real estate. The goal? Make first-time buyers fall in love with the idea of living in Battersea. And what better way to do that than by tapping into the local vegan food scene and the aspirations of millennials looking for their first home?
Enter Isabella Sedgwick, aka @issythevegan, who’s become the poster child for sustainable living and plant-based dining in London. It’s the kind of campaign that makes you rethink your next Instagram scroll—because who knew buying a home could be this tasty?
Strategic Approach That Packs a Punch
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Objective: Showcase Windsor Apartments as the go-to place for first-time buyers, specifically highlighting the prime Zone 2 location and the surrounding vegan-friendly lifestyle. After all, what’s more appealing than knowing your dream home is steps away from avocado toast and oat milk lattes?
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Execution: Partnering with Issy was a stroke of genius. Not only is she a first-time homebuyer herself, but her vegan lifestyle content resonates with young professionals who care about both sustainability and their property investments. Issy toured local vegan spots (hello, Instagram-worthy shots), then headed to Windsor Apartments to whip up a meal in the show home’s kitchen. The content practically sold itself.
Instagram was the main stage for this campaign, with posts and stories providing an authentic glimpse into Issy’s vegan dining experiences and show home tour. The campaign also leveraged Latimer’s own social media accounts to amplify reach and expand visibility. With hashtags bringing even more discoverability, the engagement was bound to follow.
The Numbers Don’t Lie
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Instagram Reach: Approximately 4,000 followers, with an estimated 6,000 views across posts and stories.
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Media Coverage: The campaign landed a 3-page feature in First Time Buyer magazine, where Issy shared her journey as a first-time buyer. A media win that shows just how well this campaign resonated.
With media coverage, high engagement, and a seamless alignment of brand values and influencer content, this was a win on all fronts.
In short, if you’re looking to build a successful real estate campaign, take a page from Latimer’s book: combine the right influencer with authentic, relatable content that taps into lifestyle trends.
Because who knew that vegan food and new homes could mix so well?
Building Tomorrow’s Homes: Key Takeaways for Real Estate Brands
The real estate industry is embracing influencer collaborations, focusing on authentic storytelling, local targeting, and long-term partnerships. With the rise of micro-influencers and AI-driven tools, brands can build trust and drive engagement more effectively than ever.
To stay ahead, real estate brands should experiment with creative strategies, leverage diverse platforms, and tap into personal narratives to resonate with potential buyers. The future is digital—innovate and watch your brand thrive.
Frequently Asked Questions
What is influencer marketing in real estate?
Influencer marketing in real estate involves partnering with individuals who have a significant online following to promote properties, services, or brands. These influencers create authentic content that resonates with their audience, helping real estate brands reach potential buyers or investors in a more personal and engaging way.
How do influencer campaigns benefit real estate brands?
Influencer campaigns can enhance brand awareness, build trust, and generate leads. By leveraging influencers' credibility and reach, real estate brands can showcase properties in a relatable manner, making them more appealing to prospective clients.
What types of influencers are most effective in real estate marketing?
Micro-influencers (10K–100K followers) and local influencers are particularly effective in real estate marketing. Their smaller, engaged audiences often consist of individuals within specific geographic areas, making their endorsements more relevant and impactful for local real estate campaigns.
What platforms are best for real estate influencer marketing?
Instagram, TikTok, YouTube, and Facebook are among the most effective platforms for real estate influencer marketing. These platforms support various content formats like photos, videos, and live streams, allowing influencers to showcase properties dynamically and interact with their audience in real-time.
How do I measure the success of an influencer marketing campaign?
Success can be measured through metrics such as engagement rates (likes, comments, shares), reach and impressions, website traffic, lead generation, and conversions. Tools like Google Analytics and social media insights can help track these metrics effectively.
How do I choose the right influencer for my real estate campaign?
Select influencers whose audience demographics align with your target market. Consider factors like location, interests, and engagement levels. It's also important to ensure the influencer's values and content style resonate with your brand's image.
What content should influencers create for real estate campaigns?
Influencers can create virtual tours, before-and-after renovation showcases, neighborhood explorations, and personal stories about moving or homeownership. Interactive content like Q&As and polls can also engage their audience effectively.
What other digital marketing strategies can real estate brands use alongside influencer campaigns?
While influencer marketing builds awareness and trust, pairing it with high-conversion tactics like Facebook ads tailored for real estate can generate direct leads. Many real estate brands also work with specialized digital marketing agencies that offer integrated campaigns—combining SEO, PPC, and influencer content under one strategy. These agencies often emphasize local targeting, smart retargeting funnels, and data-backed creative, helping brands bridge top-of-funnel awareness from influencers with bottom-funnel conversions.
How important is brand identity when running real estate influencer campaigns?
A strong visual and verbal brand identity amplifies the credibility of influencer-led content. When a campaign is backed by consistent branding—logos, tone, and storytelling—users are more likely to trust and recall it. Collaborating with real estate branding agencies ensures that influencer posts align with your brand's positioning, while also making cross-channel marketing (e.g., email, listings, social ads) more cohesive and effective.
What role does website design play in converting influencer-driven traffic for real estate companies?
When traffic from influencer content lands on a clunky or outdated website, the potential for conversion drops significantly. That’s why many high-performing real estate campaigns invest in modern website designs that are optimized for mobile, speed, and conversion. In fact, broader digital marketing strategies in real estate often begin with rethinking the user journey—from influencer post to property inquiry—to maximize ROI across all touchpoints.
