Creator marketing for Real Estate

Real estate marketing has to operate at two incompatible scales. The brand is national; the decision is a specific neighbourhood, a specific building, a specific commute. Content that is national in flavour answers none of the questions someone has about the place they are actually considering.

Residents are the people who can answer them. Someone describing their street, their building, what the area is like in winter, provides a kind of evidence that no professionally produced spot can replicate — and audiences recognise the difference immediately.

The practical work is sourcing and licensing that content market by market, and licensing it broadly, because property marketing routinely reaches into high-value placements including broadcast and out-of-home. When those uses are anticipated at the point of agreement, resident content can go a long way beyond social.