Keeping up with the Propfluencers

Here at Faust, we’ve worked with a variety of influencers to deliver social media campaigns, activations and events for our clients. Collaborations with influencers are a great way to increase brand visibility on socials, strengthen brand identity and reach new audiences.

Working with a range of property clients, from luxury built-to-rent developers to leading housing associations, we are always keeping an eye on the property influencer world. Back in March of this year, The London Standard (then the daily The Evening Standard) published an article titled ‘The Propfluencers Taking Over London’s Property Scene.’ Opening with the line ‘The property industry is changing’, the piece focuses on how a rising number of property sales are being made on social media, encouraged by a new generation of property influencers who, importantly, know what their audiences want.

Toby Albert Corban X Bloom Nine Elms

We’ve had the pleasure of working closely with two of the influencers interviewed for the piece: Toby Albert Corban and Jade Vanriel. We delivered a campaign for Bloom Nine Elms, a built-to-rent development from Greystar, with Toby, who took a tour of the building to share with his 227K Instagram followers. With Jade, we’ve worked on a number of collaborations, including a partnership for Share to Buy and the London Home Show – the capital’s biggest event for first-time buyers, which StB hosts bi-annually. Jade delivered two YouTube videos, as well as content across her Instagram in support of the event. 

More and more people are turning to social media to find out about their home ownership options, or to get to low down on the rental development they’ve had their eye on. A walk through from an influencer, where they point out features of a home or development that resonate with them, can feel more authentic and relatable compared to traditional marketing methods.

Influencers build their profiles via personal stories and behind-the-scenes glimpses of their own home-buying or rental journeys (see a campaign we recently worked on for L&Q’s Shared Ownership offering in Croydon with Kristabel) making the content more engaging for their audience. At Faust, we recognise the value of partnering with influencers who not only have a strong following but also align with the values and goals of our clients.

What’s more, influencer marketing in the property sector is adaptable. Whether it's showcasing the exclusive amenities of a new build-to-rent development or providing insight into living in specific areas, influencers can shape their content to suit the needs of both brands and their audience. We’ve worked with Cambridge-based influencer Amy Louise Crisp to promote the appeal of L&Q’s Shared Ownership homes for family life. Amy typically posts content on raising young children and child-friendly recipes – for this campaign, she explored L&Q at Marleigh with her adorable daughter Adalie, and used the sleek, spacious show home kitchen to serve up two delicious sharing platters. Such flexibility allows for more targeted and effective campaigns that not only drive engagement but also deliver tangible results, such as increased inquiries and viewings.

As the property industry continues to evolve, influencer partnerships continue to play a role in shaping how people discover and interact with their home options. Here at Faust, we’re committed to staying at the forefront of this trend, helping our clients use influencer collaborations to create meaningful connections with their target audience. Watch this space!