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Traditional and online advertising have become all too easy to ignore. Our mobile phones and laptops, social media, streaming services, news channels — they’re all competing for a limited resource — our attention. In this new attention economy, where our clicks and scrolling habits are scrutinized and monetized, the average consumer is bombarded with an often chaotic series of pop-ups and disruptive ad formats.
That’s why influencer marketing can be such a powerful tool for real estate professionals who want to connect in impactful ways with new target audiences. Content creators, brands and tastemakers in your community have already done the hard work of building a loyal following who trust them. And so have you.
Together, you can cut through the noise by crafting memorable experiences and forging meaningful connections with your combined audiences. Collaborating with influencers — both online and in real life — can help you expand your reach and forge authentic new client relationships. Below, I outline several ways to maximize the power of influencers in your real estate marketing.
Chart your course
Where do you want to take your business in the next few years? If you want to make the most of your influencer collaborations and partnerships, you’ll need to first assess where you are now and where you want to go. Do you want to attract a luxury clientele, foreign investors or second-home buyers? By first defining your goals and a direction for your business and personal brand, you’ll be able to better identify the ideal influencers and target audiences that can help you get there.
Identify your unique value
What do you do better than any other real estate professional in your area? What’s the unique value proposition and how can you build upon that foundation? Answer these questions to get a clear picture of where you want your influencer marketing to take you. This can inform what type of influencer marketing initiatives, partners, platforms and venues you choose and that make sense for your business.
Remember that influencers don’t only exist online. They can be style influencers, tastemakers or community leaders. They can be individuals, small businesses, content creators or nonprofit organizations in your community.
Be bold
At our brokerage, we believe that real estate favors the bold. Don’t be afraid to take risks. Definitely don’t be boring. Create content, collaborations and events that delight your shared audiences.
Take, for example, a VIP event we recently hosted with CSQ Magazine at Symphony Townhouse, an historic New York City residence in the Lenox Hill neighborhood. Attendees included members of R360, an exclusive network of ultra-high-net-worth founders, CEOs and investors.
The key is to ensure your partnerships resonate with your target audience while also being authentic to your brand and to the influencer’s content style. Remember, they know what resonates best with their audience. Trust your influencer partners to seamlessly and subtly tie your services, your unique value, and your latest listings or campaigns into their content. Try not to restrict their creative freedom.
Keep it local
Real estate transactions happen locally. The best part about local influencer partnerships is that you can reach their audience of potential homebuyers and sellers in your town or city and even in the neighborhoods where you most want to do business.
Partnering with local businesses and causes also communicates your ties to your community. Buyers and sellers will appreciate that you’re tuned into the local landscape.
Niche down
Choose quality over quantity. Partnerships with niche influencers are likely to be more cost-effective — or even free. Because they live and operate in your community, where you do business, they can introduce you to their loyal fans, friends and followers with whom they’re likely to have a high rate of engagement and an established sense of trust and credibility.
Tapping into that very real sense of connection can help you forge more meaningful new client relationships than conventional advertising channels. Note that micro influencers have fewer than 100,000 followers and nano influencers have fewer than 10,000 followers.
Partner with purpose
The essence of impactful collaborations lies in shared values and mutual benefit. Intentional partnerships not only strengthen your personal and professional brand, but they can also help you communicate your values. Seek out local businesses and influencers whose values mirror your own — whether it’s sustainability, luxury or community-building.
Lead with value
Successful influencer marketing is built on reciprocity. Approach partnerships by offering value first — whether through access to unique venues, co-hosted or co-branded events, or creative collaborations that will resonate with your shared audiences.
For example, hosting an event at a luxury listing alongside local businesses creates synergies that elevate everyone involved. Create win-win scenarios where everyone benefits — including your clients.
To conclude, influencer marketing offers a unique opportunity to break through the noise of traditional advertising and build authentic, lasting connections with your target audience. By carefully selecting the right influencers, staying true to your brand’s values and focusing on building meaningful partnerships, you can extend your reach in powerful ways.
Whether it’s through local collaborations or tapping into niche communities, the key is to create value for both your business and your partners. With creativity, boldness and a clear vision, influencer marketing can be a game-changer in how you attract, engage and ultimately serve your clients in this ever-evolving market and industry.
Rainy Hake Austin is president of The Agency in Los Angeles. Connect with her on Instagram.
