Under the influence: When social-media stars promote real-estate

In a time when social media informs and influences us on everything — from fashion to food, politics and furniture, choosing a home via Instagram no longer seems far-fetched. And real-estate developers have sensed this. Many are tying up with beauty bloggers and lifestyle influencers to promote new projects, site visits and sample flats, all in the hopes of capturing the attention of a new demographic that is particularly hesitant about this kind of large investment.In times when people are basically living on the internet, influencer marketing guarantees a seamless passing on of information. Seen here is Blogger Stephanie Timmins, promoting a new property by the developers Piramal Group at Mahalaxmi. “Real-estate has traditionally been heavily influenced by word of mouth and referrals and that continues to be an important driving factor for sales,” says Mayur Shah, managing director at the developers, Marathon Group. “Influencer marketing strikes a balance between word-of-mouth referrals and traditional advertising by bringing a certain degree of authenticity and resonance to the message.”New marketing toolEkta World, for instance, puts out about six tailored posts via influencers every month, using up to four different influencers at a time. “Through this method, our brand… Read full this story

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