When luxury real estate invites itself to social networks

You may know the “food porn” trend, here is its real estate version: the “Real Estate Porn”. Sumptuous villas, architectural apartments, moldings, grandiose volumes and tailor -made furniture … A study by the Seloger group*, broadcast in mid-March, 62% of French people consume real estate content on social networks. This trend is particularly widespread in the youngest, since 85% of them are under 35 years old. On Instagram, the hashtag #realestate has 107 million publications, when the hashtag #immobilier has only 4.3 million. And professionals in the sector are betting on this trend.

Real estate agencies and real estate agents are increasingly present on social networks. A way to rejuvenate their image, to click too. Nearly 285,000 followers follow the Kretz family account at the head of the Documentality The agencybroadcast on Netflix. Near 90,000 followers are also subscribed to the account of Vaneau Real Estate, specialist in luxury real estate since 1972, and even nearly 377,000 followers on Tiktok on behalf of Victoria house. Over the publications, we can see more luxurious apartments than the other, sea view, bay windows, dizzying ceiling heights and high -end materials. Goods that are estimated at several million euros.

Surprising when you know that social media users are often very young, sometimes even minors. Thimothée, Gaspard and Simon are all only 16 years old: “The great outdoors, the bay windows, the swimming pools inside. Giant screens! It is sure that it makes you dream but it is not necessarily accessible.” Eva is 26 years old: “It’s pleasant to look at, it feels good. It makes a few minutes dream.”

With 90,000 followers on Instagram, the French agency Vaneau Immobilier is doing well. “We have several videos that exceed one million views. We have the same one that has made eight million. But, as in the real world, people who can afford the apartment that is worth four, five million euros” There are few of them, explains Baptiste Bourdeleau, the group’s marketing director.

“It’s not like when we go to a real estate site, where I really do a real estate research processhe continues. It will appear in my feed in relation to the algorithm, compared to what I already like and the subjects that attract me, so there will be a lot of people arriving, people who will like, comment. And a small proportion that are potential buyers. ” However, Vaneau Immobilier is investing in developing his presence on social networks: graphic designers, communications and external service providers sometimes. “We do about two/three publications per week. We spot a property, we go through the owner to know if he agrees. We spot the premises first so we imagine the course we are going to do and then we do one, two, four doses if we really need. After we go up, we put the music and then we post.”

These efforts can sometimes report big: “Social networks are quite universal. We also receive foreign customers. On goods at three million euros, we had a Brazilian and an Englishman. It brings together, things are less far away, we can contact very quickly. So yes, in my opinion it will only go up”concluded Baptiste Bourdeleau. The objective for the group, for the moment, is to develop its visibility and its notoriety. Vaneau Immobilier hopes to reach “within a relatively short time” The 100,000 subscribers.

*Methodology: quantitative Yougov study carried out from February 20 to 21, 2024 on 1,002 people representative of the French national population aged 18 and over.