Be it Instagram, TikTok, or YouTube, the moment you switch to these social media platforms, recommendation boxes pop up with professional tastemakers called real estate influencers. Armed with smartphones, drones, and an eye for aesthetics, these specialists are redefining how properties are presented, perceived, and purchased. Real estate influencers are turning traditional brochure experiences into impressive home tours with reels and informative videos. In a world where attention is currency, real estate influencers have mastered the art of engagement, turning likes into leads and followers into future homeowners.
The Rise Of Real Estate Influencers
The emergence of influencers on property scene was inevitable as social media on our smartphones has gripped the nation.
The way people search for homes has drastically changed over time. Instead of walking into agencies or flipping through printed listings, people scroll through social media platforms before scheduling their visit. Influencers can create virtual tours, share lifestyle content featuring properties, and use captivating content to drive engagement and leads.
A popular influencer and real estate expert, Vishal Bhargava reflected on his own experience, saying, “The inspiration was my own home-buying journey over a decade ago, where I found that real estate had lots of data but no information. Every bit of content revolved around helping a seller sell a home, but no content existed that was helping a buyer buy a home. Hence, I did my on-the ground study for a year. Later, that study was useful in guiding other home buyers.” According to Bhargava, he connects with his audience, which is home buyers, through objective, unbiased, and straightforward analysis. “It was a vacuum that existed,” he added.
A Popular Real Estate Content Creator, Mayank Agarwal, added, “I got into content because I saw a massive gap; the Indian real estate space was filled with confusion, half-truths, and very little honest guidance. I’ve been in this industry long enough to know that most people are overwhelmed when buying property. I decided to simplify real estate through content.”
Agarwal chose to simplify real estate through straightforward, jargon-free content. He began sharing his knowledge in plain language without overanalysing, aiming to make the process more accessible. Over time, this honest and value-driven approach resonated with audiences, earning their trust. He noted that his following grew not because he chased trends but because he focused on solving real problems that buyers genuinely faced.
Real estate influencers are bridging the gap between buyers and sellers by curating content on social media that is more relatable with focus on buyers’ needs.
Targeted Reach & Specificity
Influencer marketing is popular in real estate due to its ability to target specific audiences, build trust and credibility, and boost brand awareness through engaging content. Marketing strategy becomes even more important in sector competitive and dynamic as real estate. According to influencers, while trends may offer short bursts of visibility, it’s a well-thought-out strategy that builds credibility, consistency, and a loyal audience.
True engagement and lasting influence come not from chasing viral moments but from consistently offering value, fostering trust, and addressing real needs.
Social media influencer Harpreet Singh Ghulati, Founder of Property Gallery Vlogs briefed, “I always focus on adding value first. Before I hit record, I ask myself what a buyer or investor would want to know. Whether it’s a walkthrough, a pricing breakdown, or local insights, I keep things simple and honest.” “The vlog format adds a personal touch, helping people connect with the property and me. I mix visuals, storytelling, and facts to inform while keeping viewers engaged. That balance is what drives both trust and conversions,” he added.
Whether it’s content planning, platform selection, audience targeting, or value positioning, every move counts. Successful real estate influencers don’t just create content; they execute a strategy. They understand their audience’s pain points, tailor their messaging, and use data to refine their approach.
Real estate marketer and influencer Radhika Kapoor echoed similar sentiments, “My focus is not so much on conversion but on educating my followers. The aim is to build a community that learns about real estate fundamentals. I cover critical topics like the Do’s and Don’ts, how to invest, where to invest, what to check before investing, and answer questions that typically lack reliable sources elsewhere.”
Successful real estate influencers don’t just create content; they execute a strategy.
Promotional Power Plays
Real estate influencers employ various strategies to promote properties and build their brands. For some, virtual tours have become a go-to method, allowing potential buyers to experience homes from the comfort of their own space. These immersive experiences often feature high-quality video walkthroughs, highlighting key property features in a way that traditional listings cannot.
Others focus on collaborations, partnering with industry professionals, brands, or influencers in related fields to expand their reach and engage with new audiences. These collaborations could include joint content creation, co-hosting events, or cross-promotions, allowing influencers to tap into the credibility and followers of others in their network.
Property consultant, influencer, and podcaster, Sagar Visawadia shared that diversifying his content is the key to his high engagement. He emphasized incorporating formats such as transition reels, storytelling, stunts, podcasts, posts, and stories and informative, comedic, and motivational content. This variety, he noted, helps keep his audience engaged and attracts a broader range of followers, ensuring that his content resonates with different viewer preferences and maintains strong interaction across platforms.
In addition, social media personality Snehil Yadav explained, “It’s the hook. Human attention spans are getting shorter and shorter. If you can grab attention in the first five seconds, then you have a chance to retain the audience, provided you give relevant information and not in a bland way. Sprinkle some salt and pepper and make it palatable. Use words that everyone can easily understand.”
True engagement and lasting influence come not from chasing viral moments but from consistently offering value, fostering trust, and addressing real needs.
Reel Results, Real Impact
The influence of real estate influencers on property sales is becoming increasingly evident. Their ability to build trust with their audience creates a stronger emotional connection to the properties they showcase. This results in their recommendations and endorsements carrying significant weight, often leading to higher engagement, quicker decision-making, and, ultimately, increased sales.
According to the National Association of Realtors, a remarkable 96% of real estate professionals now rely on social media in their business, underscoring its essential role in the industry. These platforms have evolved beyond just a way to connect with followers; they’ve become powerful tools for generating leads, building a personal brand, and closing deals.
A study by Influencer Marketing Hub revealed that businesses see an average return of $5.78 for every $1 spent on influencer marketing. This impressive return makes it a highly cost-effective strategy, particularly for real estate professionals looking to maximize their marketing efforts.
Visual content is at the heart of social media marketing in real estate. Platforms like Instagram and Facebook are perfect for showcasing stunning photos and engaging videos of properties.
The New Open House
A Luxury Real Estate Marketer & influencer Rutuja Teli, highlighted, “It always starts with the property. We’re very selective about what we showcase. The place has to stand out in some way: the views, the layout, the vibe, something that makes it feel special. Once that’s locked in, we plan how to present it. Vedant (my business partner) handles the filming and editing. We keep our videos clean, to the point, and visually strong. We’re not just showing a house, we’re trying to give people a feel of what it’s like to live there. That’s what makes people engage or reach out.”
Visual content is at the heart of social media marketing in real estate. Platforms like Instagram and Facebook are perfect for showcasing stunning photos and engaging videos of properties.
A study by the National Association of Realtors revealed that 77% of real estate agents use social media to promote visual content, and 60% of homebuyers find virtual tours helpful when searching for a new home. This trend highlights how essential high-quality visuals are in capturing potential buyers’ attention and guiding them through the buying journey.
According to a HomeLight report, short-form videos have become a pin in real estate marketing, proving especially effective in generating leads and boosting viewer engagement. Additionally, a survey by Hootsuite discovered that 48% of real estate agents consider social media ads to be their most impactful form of advertising. These ads offer the advantage of being highly targeted, allowing agents to direct their marketing efforts toward the most relevant audiences and maximize their reach and effectiveness.
It’s Not Easy To Be An Influencer
While the benefits of real estate influencers in property sales are clear, several challenges must also be considered. One of the primary concerns is authenticity. As influencers continue to gain popularity, some buyers may become sceptical of their share content, questioning whether the endorsements are genuine or driven by sponsorship deals.
Specifying the thought, Harpreet Singh Ghulati shared that one of his biggest challenges initially was being taken seriously. The real estate industry was seen as formal and traditional, while vlogging was still a relatively new concept. However, he remained committed to his vision, staying consistent and letting his content speak for itself. “I stuck to my belief, stayed consistent, and let the content speak for itself. As people saw my transparency and value, the format gained credibility. Slowly, those who doubted the style started adopting it too. Now, it’s a widely accepted approach,” he said.
Echoing the same sentiment, Rutuja Teli stated, “In the beginning, getting people to take us seriously was a big one. We were young, fresh out of college, trying to change how things were traditionally done. Many brokers and developers didn’t fully get the value of content at that time. But things shifted once we started showing results, actual leads, and actual sales.”
Another challenge is consistency. Real estate markets can be slow-moving, and influencers must constantly create fresh, engaging content to maintain visibility and sustain audience interest. This requires a significant investment of time, effort, and creativity. Moreover, platform algorithms constantly change, impacting an influencer’s reach and effectiveness. A strategy that works well today might not be as effective tomorrow, requiring influencers to stay adaptable and continuously evolve their approach.
According to Sagar Visawadia, the biggest challenge in becoming a real estate influencer in India was the sheer dedication required, shooting for almost 150 days out of the 365 days a year, regardless of how he felt. “Whether facing scorching heat or heavy rain, the work had to be done,” he said. He reflected on his journey and said, “Why should I be the No 1?” and my inner voice responded, I will do whatever it takes.”
Furthermore, Mayank Agarwal added that his biggest challenge has been showing up daily with fresh content, all while managing his other businesses. “It feels like I’m on a treadmill. Some days, ideas flow. On other days, there’s a creative block,” he expressed. However, he has realised that the key to consistency is continuous learning. “I constantly upskill myself, stay curious, and stay connected to the market. That keeps the content ideas flowing. I also rely on systems, batching, planning, and listening to my audience to make the process sustainable,” he conveyed.
Data is your fuel when it comes to staying ahead. Trends in real estate and social media evolve rapidly. The key is to be flexible and willing to pivot through continuous learning, adaptability, and strategic engagement. Staying ahead requires a mindset of constant education.
Vishal Bhargava said he stays informed by reading real estate news, particularly on developments that impact end-users. He emphasized the importance of listening to the audience, noting that many of his content ideas come directly from social media. His team carefully monitors the comments section to stay connected with his audience’s needs and preferences, ensuring they stay attuned to the conversations and suggestions. This approach helps him create relevant and valuable content to his followers.
Rutuja Teli shared her approach, stating, “We stay plugged into both worlds. On the real estate side, it’s all about conversations and being in touch with developers, brokers, and clients. This helps us understand where the market is heading, what buyers are looking for, and which projects are worth attention. And on the social media side, it’s about observing what’s working, reels, new formats, and trends, without jumping on every single trend. We prefer to keep our content premium and consistent with our brand while evolving. Since we’re consumers of content ourselves, it helps us stay fresh with new ideas. This balanced approach helps us stay connected to the market and the evolving digital landscape, ensuring their content remains relevant and high-quality.”
A strategy that works well today might not be as effective tomorrow, requiring influencers to stay adaptable and continuously evolve their approach.
Key Takeaways
- Real estate influencers are changing how people buy homes from confusion to clarity.
- Content that educates builds trust and engagement more than polished sales pitches.
- Strategy matters more than trends, planning leads to credibility and conversions.
- Visuals and storytelling are at the heart of modern property marketing.
- Authenticity and consistency are key challenges, but also the biggest opportunities.
- Analytics and audience feedback fuel better, more relevant content.
Hashtags Move Houses
Real estate influencers are not just a passing fad, they’re a response to a genuine shift in buyer behaviour. They bring transparency to an opaque market, simplify complicated jargon, and, most importantly, make home-buying feel more human.
As real estate marketers explain, influencers might not directly sell real estate, but they spark curiosity and conversation. They are like “top-of-the-funnel” for the marketers.
But that’s not all, influencers are also becoming a voice for the local industry. They’re helping to push for reforms and are even partnering with related industries.
As the influencers too have expressed, it’s not just about numbers, but also maintaining their authenticity for their followers and giving out a credible content.
The growth of real estate influencers was sudden. But real estate influencers popularity suggests that they are here to stay. As attention spans shrink and digital content becomes the go-to, those who can merge industry knowledge with authentic storytelling will lead the future of real estate.
Whether you’re a first-time buyer or seasoned investor, chances are your next home tour will begin not at a property gate, but on your phone screen, guided by someone who knows what buyers need to see.
- I saw a massive gap… most people are overwhelmed when buying property. I decided to simplify real estate through content. Mayank Agarwal
- Before I hit record, I ask myself what a buyer or investor would want to know. Harpreet Singh Ghulat
- Grab attention in the first five seconds. Then deliver. Use words people relate to. Snehil Yadav
- I focus on educating, not just converting. I aim to build a community that understands real estate basics and makes informed decisions. Radhika Kapoor
- Diversifying my content is key, from transition reels and storytelling to podcasts and humour. It keeps the audience engaged and broadens reach. Sagar Visawadia
- We’re not just showing houses; we’re giving people a feel for what it’s like to live there. Rutuja Teli
