The real estate marketing landscape is evolving rapidly, with influencer and social media strategies playing a pivotal role in engaging younger, more tech-savvy audiences. Recent trends show that influencer marketing in real estate continues to grow significantly.
In fact, reports indicate that 63% of realtors are using social media to promote listings, with 60% of millennials using social media to find their homes. This shift highlights the growing influence of digital platforms, particularly as younger generations turn to social media for everything from research to making purchasing decisions.
A standout example of this trend is Redrow Homes’ Recreate Redrow campaign, which leveraged gaming platforms like Minecraft and The Sims to engage potential buyers in a fun, interactive way.
By allowing users to virtually recreate Redrow homes, they captured the attention of Gen Z and millennials, who are increasingly drawn to gamified experiences. Partnering with influencer Clare Siobhan, a popular gamer with a strong following, helped amplify the campaign's reach. The results? Over 300,000 TikTok views, 264 design entries, and 7,883 website sessions, proving the campaign's success in tapping into digital and gaming communities.
With influencer marketing becoming a cornerstone of real estate campaigns, it’s clear that creativity, digital engagement, and targeted partnerships are key to connecting with today’s homebuyers. Continue reading to discover the best influencer marketing strategies real estate brands can use to stand out and engage this new wave of buyers.
- 1. Gamifying Home Design for the Next Generation
- 2. Hyper-Localized Influencer Partnerships to Build Trust
- 3. Event-Driven Content to Showcase Lifestyle and Community
- 4. Building an Emotional Connection Through Personalized Influencer Experiences
- 5. Seasonal Influencer Campaigns to Reignite Brand Awareness
- Harnessing Influencer Power for Real Estate Success
- Frequently Asked Questions
1. Gamifying Home Design for the Next Generation
We all know that younger generations are glued to their screens—so why not meet them where they are? The real estate game is getting a digital makeover, and the trick to catching the attention of Gen Z and millennials is gamification.
Think Minecraft, Roblox, or The Sims. By allowing potential customers to design homes virtually on these platforms, real estate brands tap into a world where creativity and imagination know no bounds.
But wait—there’s more. Gamifying home design isn’t just about letting people play; it’s about making the experience immersive and shareable. Create a competitive element with enticing prizes (we’re talking gaming bundles, exclusive work experiences, or even a behind-the-scenes look at the real estate world).
This isn’t your typical open house; it’s a full-on digital playground where users can design homes, share their creations, and challenge friends to do the same. Plus, when participants share their designs on social media, the brand's reach grows exponentially. It’s a win-win.
Redrow Homes took the leap into the digital playground with their Recreate Redrow campaign. They invited users to digitally recreate a Redrow home using popular gaming platforms like Minecraft and The Sims, and the results were as impressive as a walk-in closet in a model home. This strategy engaged a younger audience—those likely to be first-time homebuyers or even potential influencers in the real estate space.
They didn’t stop there—partnering with popular influencer Clare Siobhan, a gaming expert, helped the campaign gain even more traction with tech-savvy millennials and Gen Zers who may not have considered a brand like Redrow otherwise.
Results & Insights
Let’s talk numbers.
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Engagement: The campaign saw 264 entries from eager participants, all getting their design on.
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Website Traffic: It led to 7,883 website sessions, with users spending an average of 2:39 minutes on the site—enough time to explore the homes and maybe dream a little.
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Influencer Impact: The TikTok views topped over 300,000, making this a campaign that truly went viral within the gaming community.
Key Takeaway
What did Redrow Homes prove? You don’t have to sell a home the traditional way. When you take a creative, gamified approach, you not only engage the next generation of buyers but also create an interactive experience that sticks.
By leveraging games like Minecraft and partnering with influencers, Redrow showed that real estate can be fun, shareable, and ultimately memorable. For real estate brands looking to stand out, it’s time to think beyond the brochure. Engage your audience where they live—digitally—and watch the results speak for themselves.
2. Hyper-Localized Influencer Partnerships to Build Trust
When it comes to real estate, we all know that trust is everything. It's not just about the square footage or fancy fixtures—it’s about feeling like you're making the right choice for your future. So, how do you get potential buyers to trust your brand? The answer is simple: local influencers.
Rather than hiring a big-name celebrity or influencer from miles away, focus on partnering with someone who lives and breathes the area you're promoting. A local influencer brings that much-needed authenticity to the table, offering a first-hand, genuine perspective on the property or neighborhood.
These hyper-local partnerships aren’t just about showing off the property—they’re about showcasing the lifestyle and community that come with it. When an influencer creates content rooted in their real experiences, their audience feels like they’re getting the inside scoop, not a staged marketing pitch. And let’s face it, we all trust our neighbor's opinion over a flashy ad.
Take Jeff on 10th, for example. Social Kapture worked with a local influencer, Claudia Fiorello, who didn’t just “visit” the property—they lived there. This partnership was a game-changer.
The influencer shared personal stories about their day-to-day life in the community, spotlighting the neighborhood's amenities, luxury lifestyle, and local vibe. It wasn’t a glossy brochure moment—it was real, down-to-earth content that showcased what life was really like for a resident. That’s the kind of content that connects, and it’s why this campaign worked so well.
This strategy paid off big time. And the results? Engagement from an audience who felt a personal connection to the neighborhood and property. They weren’t just looking at a listing—they were looking at a lifestyle that could be theirs.
Results & Insights
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Engagement: 2,344 plays, 481 likes, and 27 comments on the influencer’s Reels.
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Authenticity: The influencer’s personal connection to the property helped build trust, with the audience believing in the authenticity of the content.
By using a local influencer as a brand advocate, the campaign created genuine social proof, which turned interest into action. It wasn’t just about telling people to move to Jeff on 10th—it was about showing them why someone like them loves it there.
Key Takeaway
In real estate, authenticity reigns. Hyper-local influencer partnerships help build trust by connecting with the audience on a deeper level, creating social proof that goes far beyond traditional advertising.
For a real impact, focus on influencers who are embedded in the community and can provide a true-to-life look at the property and the surrounding area. Your future homeowners will thank you for it.
3. Event-Driven Content to Showcase Lifestyle and Community
Selling a property isn’t just about showcasing the features—it’s about showing how the property fits into the larger community lifestyle. One powerful way to do that? Event-driven content. By tapping into seasonal events or special interest weeks, real estate brands can seamlessly tie their properties into the broader lifestyle of the area.
Whether it’s a local food festival or National Picnic Week, partnering with influencers to create content that highlights both the home and the surrounding community can make all the difference. Think of it as a chance to not only show off the house but also spotlight everything that makes the area desirable: accessibility, amenities, and local attractions.
Miller Homes took this approach during National Picnic Week by collaborating with family influencer Laura Hignett (@horsham_families). Laura, known for her relatable family content, visited Minverva Heights and shared her favorite local picnic spots—just in time for the event. But it wasn’t just a casual mention of the neighborhood.
She cleverly integrated the property into the narrative by using the showhome’s kitchen to prepare her picnic snacks. This was no mere endorsement—it was a real, relatable experience that naturally tied the property to the community's lifestyle, showing how the home could be the perfect base for family-friendly activities.
By leveraging National Picnic Week, the campaign perfectly illustrated the Minverva Heights development’s appeal for families, emphasizing the home’s spacious features and its proximity to parks and local attractions. It wasn’t just about the property—it was about what you could do with the property in your life.
Results & Insights
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Engagement: 4.3k+ Reel plays—a strong showing, considering the highly engaging content and timely event tie-in.
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Brand Integration: By aligning the property with National Picnic Week, Miller Homes effectively highlighted the development's family-friendly features and its connection to the local lifestyle.
Seasonal and event-driven campaigns are a goldmine for positioning a property within the context of its local culture. It makes the property feel more relatable and shows potential buyers how the home fits into their lifestyle, rather than just standing alone as a physical space.
Key Takeaway
Event-driven content isn’t just a marketing trend—it’s a way to truly showcase the lifestyle and community surrounding a property. By tying real estate campaigns to local events, holidays, or seasonal activities, brands can connect with their audience on a deeper level, highlighting a property’s appeal in a way that resonates with potential buyers.
So go ahead—celebrate the local events, tap into the vibe of the community, and watch your campaigns come to life.
4. Building an Emotional Connection Through Personalized Influencer Experiences
When it comes to luxury real estate, it’s not enough to simply showcase marble countertops or a walk-in closet bigger than your first apartment. To truly connect with your audience, you need to show them how the space feels. The best way to do that? Partner with influencers who can create personalized, relatable experiences that allow potential buyers to see themselves in the space.
It’s not about flashy promotional content—it’s about authentic storytelling that makes the property feel like part of their lifestyle. By weaving in real-life moments and personal connections, you can build a deep emotional bond that resonates far beyond the typical sales pitch.
Flora, a high-end real estate development, embraced this strategy with a campaign called "Cocktails with Kate", in partnership with local influencer Kate Lazarski. The series wasn’t just about the amenities or features of the property—it was about how the property felt to someone who actually lived and breathed its lifestyle.
Kate didn’t just tour the show homes; she engaged her audience with genuine moments, like sharing a cocktail in the community’s beautifully designed spaces. The result? An authentic and organic series that felt personal and unpolished, yet deeply relatable.
The organic nature of the series made the Flora brand feel accessible yet aspirational, giving potential buyers a window into what life could be like in that space.
Results & Insights
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Engagement: 631 interactions, 18 shares, and 24 saves—proof that personal, relatable content encourages action.
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Reach: 4.8K, showing the campaign’s broad appeal and successful audience expansion.
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Emotional Connection: The focus on Kate’s personal connection to the community helped create a deeper, more meaningful bond with the audience.
The real magic happens when influencers share genuine, unpolished moments of their lives within the context of the property. It’s not just a marketing strategy—it’s an invitation to experience the community in a way that feels authentic, and this approach works wonders in the luxury real estate market.
Key Takeaway
For luxury real estate, personalized influencer experiences are more than just effective—they’re essential. When influencers share real-life moments and authentic connections, the content moves beyond marketing and becomes a story that potential buyers want to be part of. And that’s the true power of emotional connection.
5. Seasonal Influencer Campaigns to Reignite Brand Awareness
Seasonal campaigns are like the cherry on top of your real estate marketing sundae—timely, relevant, and packed with potential. By aligning your marketing efforts with key moments throughout the year, you can breathe new life into your brand.
Whether it’s a fresh rebrand after a long hiatus (hello, post-pandemic revival) or spotlighting seasonal perks, influencer partnerships can help draw attention to special offers, unique features, and the excitement that comes with a new season.
The secret? Crafting engaging, seasonally-themed content that fits the vibe of the moment—whether it’s summer vacations or cozy winter retreats—and making sure to emphasize what makes the property special right now. This is your moment to create buzz, drive urgency, and show your audience why now is the perfect time to take action.
Castaway Bay nailed this approach with their post-renovation campaign. After the property’s reopening, the brand partnered with family-focused influencers to showcase everything the newly revamped resort had to offer.
And what better timing than summer—the ultimate season for family getaways? Influencers visited the property, highlighting the 38,000-square-foot indoor waterpark, restaurants, and family-friendly activities that make Castaway Bay the perfect summer vacation destination. The result? A highly engaging campaign that capitalized on the natural energy of the season.
The influencer visits helped position Castaway Bay as the go-to spot for families, sparking a wave of interest that continued across multiple platforms, including web, ads, and even printed materials. Bonus points for securing content usage rights, meaning the brand could continue benefiting from the influencer-generated content long after the campaign wrapped up.
Results & Insights
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Impressions: A total of 201K—showing impressive visibility across all channels.
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Engagement: A 2.4% engagement rate, well above industry standards.
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Reach: 58.1K people were exposed to the campaign, putting Castaway Bay on the map for vacationing families.
By aligning the campaign with the peak summer vacation season, Castaway Bay reignited interest and drove traffic to the resort at the perfect time. Combining seasonal relevance with influencer content helped build awareness, engagement, and excitement.
Key Takeaway
Seasonal influencer campaigns are a smart way to boost brand visibility and engagement during peak periods. By syncing your content with the season’s theme and targeting the right audience, you create a timely opportunity to elevate your brand and drive results.
Whether it's summer fun, holiday magic, or post-pandemic reawakening, the right seasonal campaign can work wonders—just make sure your influencers are ready to dive in with the right vibe!
Harnessing Influencer Power for Real Estate Success
Real estate brands that embrace influencer marketing are seeing remarkable results. Whether through gamified experiences, hyper-local partnerships, or personalized influencer content, leveraging influencers is key to driving engagement, trust, and sales.
To succeed, brands should focus on authentic, shareable content that connects with their target audience. By strategically integrating influencers, real estate companies can build lasting connections and position themselves for sustained success in a digital-first world.
Frequently Asked Questions
How do I find the right influencers for my real estate campaign?
Identify influencers whose audience aligns with your target demographic. Consider factors like location, interests, and engagement rates. Tools like influencer marketing platforms can assist in this process.
What types of influencers should I consider?
Depending on your goals, you might choose:
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Macro-influencers: Large reach, suitable for brand awareness.
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Micro-influencers: Smaller, highly engaged audiences, often more cost-effective.
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Local influencers: Particularly effective for targeting specific geographic areas
What content should influencers create for real estate marketing?
Influencers can produce various content types, including virtual home tours, behind-the-scenes looks at properties, client testimonials, and lifestyle content showcasing the neighborhood.
How do I measure the success of an influencer marketing campaign in real estate?
Track metrics such as engagement rates, website traffic, lead generation, and conversions. Setting clear objectives beforehand will help in evaluating ROI
What are the benefits of using influencer marketing in real estate?
Influencer marketing can increase brand visibility, build trust with potential clients, provide authentic content, and reach targeted demographics effectively.
How do I approach influencers for collaboration?
Reach out via direct messages on social media platforms or through professional networks. Clearly outline your campaign goals, expectations, and potential benefits for the influencer.
What are common mistakes to avoid in real estate influencer marketing?
Avoid partnering with influencers who don't align with your brand values, neglecting to disclose sponsored content, and failing to track campaign performance.
How can real estate agents combine influencer marketing with high-performing ad strategies?
While influencer campaigns build trust and visibility, combining them with targeted Facebook advertising can drastically improve conversions. For example, agents often repurpose influencer content in dynamic ad formats or retarget viewers of influencer videos with localized listings. If you're looking to amplify influencer results, these real estate Facebook ad strategies offer a solid blueprint, including ad types that work best in the real estate funnel. Learn more about budget allocation and creative optimization from our breakdown of real estate Facebook advertising approaches.
What role does branding play in making influencer campaigns more effective for real estate firms?
A consistent and memorable brand identity ensures that influencer content resonates and reinforces your value proposition. Influencers can only elevate your brand if it’s already well-defined across your site, visuals, and messaging. That’s why some firms invest in real estate branding agencies to refine their voice before launching influencer partnerships. Others update their digital presence with the help of real estate website design agencies to ensure the traffic influencers drive actually converts.
Are there any emerging technologies that real estate influencers are starting to promote?
Yes—one of the fastest-growing intersections of tech and real estate is the rise of NFT property platforms, where digital assets represent ownership or access rights. Influencers in the crypto and investment niches are increasingly being tapped to promote these new models. If you're exploring innovative angles for influencer collaborations, consider checking out how NFT real estate companies are leveraging creator content to explain complex concepts and build credibility in a speculative market.
